Wiideman Consulting Group Optimizes SEO for Local Chain Restaurant Branches
Discover how Wiideman Consulting Group utilized Similarweb to pivot Applebee's and IHOP’s strategy, resulting in tremendous revenue growth.
About Wiideman Consulting Group
Specializing in SEO research, audits, and strategies for multi-location brands, Wiideman offers valuable insights into competitors' keywords and traffic sources.
"Similarweb gives us the ability to see our clients' competitors' keywords and traffic sources, which is super valuable to anyone doing SEO. From a value standpoint, Similarweb is the clear winner."
Steve Wiideman
President at Wiideman Consulting Group
The Challenge
Pivoting from dining-in to takeout and delivery
Amid pandemic restrictions, Wiideman had to rapidly craft strategies to shift Applebee's and IHOP from dine-in-focused establishments to thriving takeout and delivery services. This demanded quick adaptation to the changing restaurant industry, where dine-in options dwindled, and takeout/delivery became the lifeline for customers.
The Solution
Utilizing Similarweb for repositioning brands
Identifying keyword opportunities, DSP insights, and industry trends, Wiideman optimized subpages, Google My Business profiles, and added a Start Order button to highlight takeout and delivery options.
The Success
167% and 70% revenue increase for Applebee’s and IHOP
The shift in strategy brought about significant improvements for both Applebee’s and IHOP. Specifically, there was a growth in organic traffic by 37% for Applebee’s and 63% for IHOP between 2019 and 2020. Alongside this boost in visibility, the revenue numbers were even more impressive, with Applebee’s experiencing a remarkable increase of 167% and IHOP seeing a 70% rise year-over-year, respectively.
