Comprehensive promotion of an Irish pub in Switzerland from scratch

Opening a new entertainment venue during a pandemic in the center of conservative Europe is another task with an asterisk. When starting work on the project, we were faced with the task of attracting more people to the opening of the pub and ensuring a daily flow of guests to theme parties.

In connection with the pandemic, Swiss legislation constantly made changes, and new rules for visiting public places appeared. At first, the opening of the Irish pub in Basel was planned for March 2021, but for various reasons, it was postponed twice, and the opening of the pub took place only in August 2021.

Read on to find out how we got through this.

1. About the Client

The Client restaurateur from Switzerland has scheduled the opening of a new Irish pub in the city of Basel in March 2021. At that time, the Client already had the same pub in neighboring Zurich.

Repairs continued inside the pub when we signed a cooperation agreement.

2. Workflow

The Client contacted us in November 2020 with the task of performing SEO optimization of the website at the development stage (the website was developed by contractors from the Client's side). In the future these services were added:

• technical development and support of the website;
• setting up advertising in Google Ads;
• SMM and targeted advertising in social networks.

The website was developed for a new institution - an Irish pub in the Swiss city of Basel.

A feature of Basel, in addition to its tourism potential, is the two largest pharmaceutical companies in the world: Novartis and Roche. The headquarters of the latter is located 800 meters from the new pub.

We have developed a step-by-step search engine optimization work plan for the next two months. For various reasons, including the unavailability of the website, the deadlines were shifted, and as a result, the assignment took four months. We entered all the work done on search engine optimization into the project passport. The Client always had access to the data.

3. SEO search engine optimization

Search promotion work consisted of three major stages. Let's analyze each in detail.

3.1. Website technical audit

As already noted, the website was developed by contractors from the Client's side. 

Conducting SEO of a website at the development stage is a huge advantage. Firstly, search engines will start indexing the optimized website, which, secondly, will most likely bring the result necessary for promotion.

Our SEO specialist prepared recommendations for the website during the development phase, which included:

• analysis of all pages;
• recommendations for correction;
• reasoning for the proposed solutions.

For example, we recommended making a 3D tour of a pub.

Fig. 1 - Recommendation for creating a 3D tour is implemented on the main page of the website

After implementing the first usability guidelines our team checked the website for errors before and after the release. We used the Screaming Frog service for the technical audit of the website.

Among the most serious technical errors are:

• Canonical points to the test domain, not to itself. Fix this with the rel="canonical" attribute.

Fig. 2 - Error with canonical URL

• Extra pages are found in the sitemap.

Fig. 3 - Duplicates must be removed

• Robots.txt is not configured.
• The websites are not glued and are available at both http and https addresses.
• 8 links with redirects were found.

Fig. 4 – Redirect chains can affect website loading speed and indexing

In the same document, the SEO specialist wrote down the main recommendations for internal optimization.

For example, the title tag was not added to the website. Although, in addition to influencing the relevance of the page to search queries, it also has a significant impact on the clickability of the snippet in the search results.

The description tag was filled, but not on all pages. This tag does not directly affect positions, but it does affect CTR, which is a behavioral factor that determines the website's position for a specific query.

Fig. 5 - Our team created a title and description for all pages

Next, we optimized the H1 headers. The H1 tag is an important ranking factor. It must be unique and used only once per page.

Fig. 6 - Handled H1 tags

Image optimization consists of well-written alt and title attributes. Search jobs use the text of the alt tag to determine what is visible in the image, as well as to promote them in image searches. The title tag helps users understand what is in the image if for some reason it is not available.

We compiled a list of all images on the website, wrote recommendations for writing alt and title attributes, and shared the compiled semantic core since it is better to compose the title and alternative text for an image from keywords, and not duplicate each other and not repeat with other tags.

Fig. 7 - Optimized website image tags

After eliminating the main technical errors on the website, we connected Google Analytics, GTM (Google Tag Manager), and Google Search Console. Hand-in-hand we worked on collecting semantics since key queries must be used at different stages of search engine optimization.

3.2. Collecting the semantic core

The semantic core is a list of all words and phrases associated with the project. They are also called keywords. These keys can be collected manually, or you can use special services by analyzing user requests in the browser and competitor websites.

In search promotion, the semantic core is a primary and mandatory stage. Keywords will be used in the texts on the website, tags, links. In our case, SEO specialists had to collect semantics on a very wide range of topics and interests related to the pub as a whole, and we received the list of events just a few months before the opening.

In the semantic core, it is better to separate keywords thematically. For example, our SEO specialist selected keywords for:

• All kinds of sports which are popular among the inhabitants of Switzerland and visitors to work people, tourists.
• Holidays, including international ones (such as Thanksgiving, Halloween, Oktoberfest).
• Possible themed parties.

All key queries can be divided by the number of their use into low-frequency (10-100), mid-frequency (100-1000) and high-frequency ones. However, there are niches with very rare queries, and then 100 queries will already be the maximum figure.

A feature of collecting the semantic core of a pub is its locality. Therefore, the queries were mostly low and medium frequency with reference to geolocation and brand.

Fig. 8 - An example of SC with indicators of the frequency of words and expressions

Fig. 9 - Example of SC for thematic events

As you can see from the “Results” and “Frequency” columns, there are not too many queries for these topics. The data we collected played a very important role in further optimization and promotion.

3.3. Link strategy

As for external optimization, we immediately began to work on the link profile from the moment the website was indexed. To begin with, we conducted a competitor analysis and drew up a link-building strategy.

Anchor distribution plan for links to the website:

• 60% = Brand dilution, for example: website or website.ch.
• 10% = Besancore: here, site, website, on the site, etc.
• 30% = Anchor queries: Irish Pub, etc.

The geographic location of link domains is an important part of off-page optimization. To make the optimization work look as natural as possible, we marked the domain zone /ch /com /info /de, etc.

Competitor analysis is an important component of building a link-building strategy. We need their performance as a starting point since competing sites are already ranking high and getting traffic.

We analyzed the following competitors using the ahrefs.com service:

• flanagans.ch;
• kennedys.ch;
• theirishpub.ch;
• paddys.ch;
• mccarthysirishpub.ch;
• pickwick.ch.

Fig. 10 - Dynamics of growth in the mass of links of competing websites

After analyzing all the domains linking to competitors, we compiled a list of domains for outreach (outreach is a promotion method in which links are placed by agreement with the website owner).

Fig. 11 – 143 domains for outreach

The website was created from scratch and we used a summit link and crowd marketing at the start in order to make the link profile look natural.

The locality of the business also played a role when working with the link mass. Indeed, it was difficult to find high-quality thematic websites, there are very few of them. Therefore, near-thematic or thematic sites were often used, but without reference to geo.

So, we built the link from scratch, and now 35 domains and 14,079 links link to the website.

Fig. 12 - The volume of external links of the website

At the same time, due to locality and a physical point on the map, the website gets an additional advantage when shown for geo-dependent queries (for example, a pub nearby or an Irish pub in the area), that is, when the search engine suggests objects nearby based on the user's location.

Since the place in Basel is new, our team created Google My Business for it. We have included all the important information:

• schedule;
• location;
• all contact details;
• information on anti-epidemic measures;
• link to book a table and view the menu.

We marked Google My Business profiles, so we regularly posted news and photos of the interior, and exterior, and constantly publish a list of events for the near future. To date, 186 people have left a review on Google Maps.

Google My Business is a really useful and free company reputation management tool. Through GMB your company can always communicate with users and update information about the work of its enterprise.

Fig. 13 – Pub profile on Google My Business

Also, our team was engaged in creating a profile on the Tripadvisor — website - this is a world-famous platform with reviews of hotels, restaurants, and attractions that people who have already been there.

In the profile, we indicated all contact details, downloaded photos and collected 10 reviews. After that, we transferred all the account data to the client, since our team does not maintain profiles on Tripadvisor on an ongoing basis, unlike Google My Business.

Fig. 14 – Pub on Tripadvisor

So, in seven months of active work (December 2020 - July 2021) on search engine optimization, we managed to:

1. Implement technical recommendations on the website.
2. Fill the website with English-language content.
3. Regularly update the website with up-to-date information about events.
4. Perform external optimization.

As a result, by August - the opening, the website of the Irish pub in Basel was fully optimized and opened for indexing by search engines.

The highest peak of user activity was observed in August, in the period before the opening and in the first week after (Fig. 15):

• 2.2 thousand sessions on the website;
• 1.49 thousand users on the website;
• of which 1.43 thousand new users.

Fig. 15 - Google Analytics data for August 1 - 31, 2021

Further, we can state the constant moderate activity of users on the website.

Total for six months of work (Fig. 16):

• 11.6 thousand sessions on the website;
• 7.15 thousand users on the website;
• of which 6.7 thousand new users.

Fig. 16 - Google Analytics data for August 1 - December 31, 2021

Thanks to the service, we can constantly monitor user behavior on our site and optimize pages where needed.

Now the user path looks like this:

Fig. 17 – We know the geography, behavior, interests of our visitors

Our cooperation with the Client continued in relation to other types of drive traffic.

4. PPC - Google Ads

Contextual advertising is the type of advertising that usually always shows the desired result. In our case, with the help of Google Ads advertising, we needed to:

• to tell that an Irish pub is opening in the city;
• bring people to the opening of the pub;
• to tell that theme parties are held in the pub every day;
• regularly bring visitors to these parties.

The first wave of advertising was scheduled to open - in mid-August 2021. After the opening, we ran several advertising campaigns, talking about the new pub and inviting guests to themed events.

Among the priority works that have been done are:

1. Development of search queries.
2. Adding negative keywords.
3. Adding responsive search ads.
4. Update ads.
5. Work with automatic bidding strategies depending on statistics and campaign performance.
6. Creation of a media campaign.

After testing several strategies, we have suspended underperforming keywords and ad groups. We also disabled ineffective media campaign audiences and added new ones.

PPC specialists decided to mark the following advertising campaigns to promote the pub:

• Locally.
• Smart.
• GDN.
• Video campaigns.
• Search.

Locally

A local advertising campaign linked to geolocation was launched a week after the opening. Contractors were preparing a video needed to set up an advertising campaign.

Thanks to the campaign, residents of the city learned about the opening of a new place and could find a new institution on maps or when searching for similar queries.

We tested different text and image creatives to find the most effective ones. Although we studied our potential audience, we had no guarantees about how people would react to certain ads.

This is what examples of ads looked like in the Display Network, on Maps, Gmail, Search, Youtube:

Fig. 18 - Display Network ad example

Fig. 19 - Google Maps ad example

Fig. 20 - Gmail ad example

Fig. 21 - Search ad example

Fig. 22 - YouTube ad example

The local campaign showed good stable results. We regularly analyzed the effectiveness of advertising campaigns in order to maintain a stable or positive trend in terms of the number of clicks, conversions, and cost.

Fig. 23 – We managed to attract 284 users in August-September 2021 with the help of a local campaign.

Display Network

We launched an advertising campaign in the media network about the opening of a new Irish pub before its opening. It was necessary to test it with different creatives.

Fig. 24 – Creatives options for the GDN campaign

In this creatives, the designer adhered to the corporate color, general mood and theme of the Irish pub. He also made accents on beer (recall that there are 14 varieties of it in our pub!).

Fig. 25 – Another ad creative option

At the time of the opening of the pub, there were live music evenings three times a week: on Thursday - jazz, on Friday - Irish music and on Saturday - pub music. We tried to spread the word about all events, including live music evenings, as much as possible through advertising on the media network. Creatives talked about future events and provided contact details.

Fig. 26 – GDN campaign creatives

In just a week of running the campaign in GDN, we received 39 conversions, of which 8 are the most valuable:

• clicks on the contacts on the website;
• clicks on the Reservation button;
• submitting the form.

Fig. 27 - Analytics of the AC deliverables toward live music in August 2021

Video campaign

We recommended that the Client prepare a video business card for launching ads on YouTube to increase awareness. The main goal is to introduce people to a new place in the city and increase attendance at the pub through an attractive visual.

At that moment, theme parties were already taking place in the pub, and the contractors who were preparing the video managed to shoot a live video of the band's performance, and people's sincere emotions. The video turned out to be very atmospheric, like an old Irish pub.

In the first week, 1884 people watched the video - this is an excellent result! As you can see from the analytics data below, the campaign with the goal of “Increasing interest” to the audience from competing websites worked better.

Fig. 28 - Video campaign results for the first week

In August-September 2021, we ran 10 advertising campaigns, thanks to which we succeeded (Fig. 29):

• attract 24.3 thousand users to the website;
• of which 23.9 thousand new users;
• who completed 34.2 thousand sessions;
• 840 times the feedback form was sent;
• 218 people started the reservation process;
• 11 people clicked on the contacts on the website after clicking on it from an ad.

Fig. 29 - Google Analytics data for August 1 - September 30, 2021

Since October, contextual advertising has continued to be displayed, but not in such volumes due to the reduction in the advertising budget.

5. SMM

The Client didn't have his own pages on social networks since our team joined the project at the website development stage six months before the opening of the pub itself. We needed to educate them. Pages on social networks, as well as the website, were supposed to be in English.

Work on SMM can be divided into: direct maintenance of pages on social networks and the launch of targeted advertising.

The goal of the first month was to attract more people to the opening of the pub using social networks. And with the help of advertising, reach a maximum of city residents and residents within a radius of +30 km.

5.1. Social media marketing

The SMM specialist started preparatory work on the project in May, the first publications were scheduled for mid-June. By the time of opening, we had to create and fill out Instagram and Facebook profiles with live photos, as well as gain subscribers to them.

A comprehensive brand promotion strategy in social networks included the following target audience groups:

1. English-speaking expats are workers in pharmaceutical factories.
2. local residents of the area.
3. Tourists.
4. Visitors to the Congress Center Basel is the largest conference hall in Switzerland, where world-class events take place.

First of all, we analyzed the social networks of competitors and looked at the names of the accounts in order to come up with a unique nickname. The name of the pub + Basel - seemed to us too long and complicated for the average user who is looking for a place to spend an evening and drink beer.

We decided to leave the main part of the name, add a hotel and a city. It turned out concisely and clearly.

Fig. 30 – Pub page on Instagram

In Facebook, the name is composed in the same way, only we used a dot instead of an underscore.

Fig. 31 – Pub Facebook page

For the profile header on Instagram, we decided to take out the most important thing: that the pub plays live music and events and links to the site. At first, the pub was open daily and the profile header read Open Daily, 365 Days a Year, but in December 2021 the Swiss government imposed restrictions and we had to adjust the opening hours. We captured it in the profile header.

We practically did not use emojis so as not to distract the attention of our guests. It came out like this:

Fig. 32 – Pub profile header

In the Facebook description, we wrote only two sentences: Our pub is an Irish-inspired pub and offers the best beer. Check out the best pub at the address in Basel.

The description form on Facebook is much larger, so we indicated all the contact details there, left a link to Instagram, and attached menu pages.

Fig. 33 - Information about the pub on the Facebook page

Next, we analyzed the content of competitors: posts and stories to figure out which creatives subscribers respond to better.

After that, they developed their own style of maintaining an account. We created it ourselves and prescribed the content in advance so that we could fill out an account before the pub opened.

Fig. 34 – Instagram feed

On Facebook posts were duplicated.

Fig. 35 – Facebook post

We wanted to convey the atmosphere with the help of photos in the feed, so we carefully selected them. The style of the posts consisted of short texts with a minimum amount of emoji.

Fig. 36 – Instagram post example

In the content plan, we divided the posts into topics:

• announcements of events and musical performances;
• photos of guests and speakers;
• menu novelties;
• news.

The content plan also included regular layout and page release.

Subsequently, namely in September, the football league began and our approved concept of filming changed somewhat because we announced football matches almost every day.

Fig. 37 - Feed changes

However, we managed to achieve good results! We went from 0 followers to 850 at the beginning of 2022 with no markups. All this is organic + advertising.

Fig. 38 - Results of social media promotion in August-September 2021

Fig. 39 – Page reach on Facebook and Instagram August-September 2021

5.2. Targeted advertising

We launched targeted advertising almost from the very beginning of the creation of pages on Instagram and Facebook.

We divided potential visitors into two audiences according to their interests. In essence, these 2 audiences are people who love pubs and beer. And people who often visit cafes and restaurants love parties without being tied to the format of the place.

We have planned the following activities:

• launching advertising campaigns aimed at reaching and recognizing (banners and videos);
• launch of AC for weekly events;
• launching a campaign to advertise special events;
• launching campaigns aimed at increasing bookings on the site (getting conversions).

Mainly we had two purposes of advertising. The first is aimed at subscribers to Instagram and Facebook, and the second is aimed at registering on the site. We showed ads with events and dates, and users booked tables on the site for these dates.

With the help of targeted advertising, we were able to regularly bring new visitors to the pub.

Fig. 40 - Deliverables of advertising activities

6. Conclusion

Today we continue our cooperation with the Client - the owner of an Irish pub in the Swiss city of Basel. We started it in December 2020 to achieve SEO optimization of the website at the development stage. Gradually, our team completely took over the finalization of the Client's website. Possible services have been added to search engine optimization: the launch of contextual advertising, marketing in social networks, the launch of targeted advertising.

By the opening of the pub (August 2021), we had prepared:

1. The website is fully content and meets all technical requirements for adjusting indexing by the Google search robot.
2. Analytics set up on the website (Google Analytics, Pixel Facebook).
3. Created and completed profiles on Google My Business, Tripadvisor.
4. Advertising campaigns in Google Ads are prohibited.
5. Pages on Facebook/Instagram social networks were created and filled with content.
6. Targeted advertising is started.
7. Created a Youtube channel and posted two commercials.

Since the opening, we have been working with the Client on all available services without interruptions and the presence of promotional activities.

Are you opening a business and searching for a reliable online promotion contractor? Leave your request nd we will prepare an individual promotion advertisement for you. We work with clients from all over the world and are ready to take on your Project!