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Strategy

320% increase in organic traffic

We helped Dr Smood increase foot traffic to 10 locations.

The Client

Dr Smood is an organic boutique cafe that sells juice, coffee and food that’s engineered to improve health.

They came to us looking for organic exposure to help launch 9 new store locations across South Florida and NYC.

Dr Smood is protective of their brand – they did’t want to publish content (i.e. blog posts) on their website, they wanted to focus the campaign on driving true organic, bottom of the funnel traffic to their website and into their store locations.

  • “WEBRIS in 3 words - organized, knowledgable results-focused”

    Oliver Sindlev,
    - Director of Marketing

The Plan

  • The target customer is highly active on social media, particularly Instagram, and is highly mobile focused. Large opportunity to tap into local influencers in the growing health and organic food space.
  • They were launching 9 physical locations in just 8 months, all in high foot traffic areas of Miami and New York City. A lot of opportunity around “in the moment” mobile ads on social media.
  • For SEO, it was critical to rank their root website in multiple locations (i.e. for “Miami organic food” and “NYC organic food”). This requires a specifically built and optimized website that they did not have at the time.

The Execution

  • Technical SEO // Built out custom landing pages for each store location following the proper sub folder structure to allow each to rank in a local market. Rebuilt the code on the location pages to include the proper schema markups as well as lightning fast load times (for mobile users).
  • Content // Deep “on page” buildout of content to include reviews, image gallery, service hours, links to citation pages and TF*IDF analysis. Cleaned up online citations and heavily optimized Yelp, Trip Advisor, GMB, Menu Pages and Facebook with images and keywords.
  • Promotion // Launched a local PR campaign where we secured 12 articles in both Miami and NYC based newspapers. Setup and managed advertising campaigns on Instagram and Facebook to help promote the launch of new stores. Launched weekly “influencer luncheons”, where we invited 12 local bloggers with large followings (in the health and fitness space) into Dr Smood’s flagship location in Wynwood.

The Results

  • +320%

    organic traffic

  • +567%

    keyword visibility

  • +150

    influencer mentions

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