Scribd Logo
Upload

Welcome to Scribd!

  • 75 views

    Zomato Case Study

    Uploaded by

    Abhimanyu Chatterjee
    Zomato is an Indian online food ordering and restaurant discovery platform founded in 2008. It initially started as a food review website but later expanded into food delivery. Zomato derives most of its traffic from organic search (66.41%) and direct sources (31.36%), rather than social media or paid campaigns. It has a strong SEO strategy, targeting over 900,000 keywords and linking over 54 million pages across its directory of restaurants. This high volume of targeted and well-linked content helps Zomato rank highly in organic search results.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Zomato Case Study

    Uploaded by

    Abhimanyu Chatterjee
    75 views5 pages
    Zomato is an Indian online food ordering and restaurant discovery platform founded in 2008. It initially started as a food review website but later expanded into food delivery. Zomato derives most of its traffic from organic search (66.41%) and direct sources (31.36%), rather than social media or paid campaigns. It has a strong SEO strategy, targeting over 900,000 keywords and linking over 54 million pages across its directory of restaurants. This high volume of targeted and well-linked content helps Zomato rank highly in organic search results.

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Zomato is an Indian online food ordering and restaurant discovery platform founded in 2008. It initially started as a food review website but later expanded into food delivery. Zomato derives most of its traffic from organic search (66.41%) and direct sources (31.36%), rather than social media or paid campaigns. It has a strong SEO strategy, targeting over 900,000 keywords and linking over 54 million pages across its directory of restaurants. This high volume of targeted and well-linked content helps Zomato rank highly in organic search results.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    75 views5 pages

    Zomato Case Study

    Uploaded by

    Abhimanyu Chatterjee
    Zomato is an Indian online food ordering and restaurant discovery platform founded in 2008. It initially started as a food review website but later expanded into food delivery. Zomato derives most of its traffic from organic search (66.41%) and direct sources (31.36%), rather than social media or paid campaigns. It has a strong SEO strategy, targeting over 900,000 keywords and linking over 54 million pages across its directory of restaurants. This high volume of targeted and well-linked content helps Zomato rank highly in organic search results.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    DIGITAL MARKETING

    CONTENTS
     About Zomato

     Zomato’s Business Model

     SEO Strategy of Zomato


    Download Testbook

    Digital Marketing Strategies of Zomato

    About Zomato

    DIGITAL MARKETING | Digital Marketing Strategies of Zomato PAGE 3


    Download Testbook

    “Foodiebay” or “Zomato” as we now call it, was a startup founded in Delhi, now headquartered in Gurgaon, in
    July 2008. A website, Foodiebay.com that initially started as a food review website containing the menus from
    the popular restaurants nearby and gradually turned into the best food delivery service in operation in India
    has certainly had a dream run!

    Zomato is one of the most comprehensive and user-friendly apps where people can search for nearby
    restaurants and cafés, order food online, and get it delivered at their doorstep in no time. Moreover, you can
    also get accurate information about restaurants as it provides menus, reviews, and ratings. Based on that,
    users can place orders and enjoy lip-smacking food at their homes.

    Zomato surely has an effective marketing strategy to power the brand, which has reigned in the successful
    home.

    If we look at the statistics of the traffic from different sources and channels, we can see that Zomato derives
    major chunks of traffic from its searches and directly, being 66.41% and 31.36% respectively when compared
    to referrals, social media or other paid marketing campaigns and other sources.

    Zomato follows a mixed marketing strategy that has successfully kept the traffic coming, thereby driving the
    sales. The brand has always focused on innovation and agility.

    Zomato’s Business Model

    DIGITAL MARKETING | Digital Marketing Strategies of Zomato PAGE 4


    Download Testbook

    SEO Strategy of Zomato


    Search engine is one of the most important channels for Zomato. SEO strategy has no other alternative and
    Zomato uses it to the fullest extent. As we have already seen that most of its traffic (over 66%) comes from
    searches made online. Zomato drives around 99.44% of organic traffic and the rest comes from paid
    marketing campaigns. This proves that Zomato is fueled by a foolproof SEO strategy along with working hard
    enough to keep the brand soaring in the Google organic SERP results.

    Here are some of the key insights of the SEO strategy of Zomato:

    Keyword Targeted
    Zomato targets over 900K keywords for their SEO purposes. Targeting these many keywords and further
    optimizing them organically always has an upper hand in SEO, which is why it has obtained a dominant
    position in search results.

    Zomato is equipped with a colossal directory of food and restaurants, and this is a boon in disguise for their
    SEO. From the names of the restaurants to the names of the dish, places, and more, everything happens to be
    keywords that boost the SEO of the brand. Even phrases like “restaurants near me”, “bars to dine in,” etc.,
    also serve as useful long-tail keywords for the brand.

    Pages on website
    Zomato is registered with over 6.5K restaurants and each has its own pages, which are maintained regularly.
    This shoots the total number of pages on Zomato to over 54 million, which has its own advantages for the SEO
    of the website. We all know that the more the pages on a website the more is the authority of the website,
    and the higher the possibilities of gaining crucial ranks on the search engines.

    Linking of the URLs


    Zomato boosts its domain authority by getting backlinks from countless websites that include high authority
    websites including websites from .gov and .edu domains. The website currently has high authority backlinks
    from over 13 million domains.

    Internal Linking
    As we all know, the common SEO strategy is to link specific URLs relevant to the keywords. This helps search
    engines recognize our web pages and show relevant search results for the users, which also passively betters
    the ranks of the keywords.

    The same thing happens with Zomato but on a larger scale where the brand targets an overwhelming number
    of keywords and key phrases to link in their URLs.
    DIGITAL MARKETING | Digital Marketing Strategies of Zomato PAGE 5

    You might also like