Overview
Client: Bonchon Philippines
Industry: Quick Service Restaurant
Market: Philippines
Challenge: Drive store visits and orders across franchise locations through local search
Industry: Quick Service Restaurant
Market: Philippines
Challenge: Drive store visits and orders across franchise locations through local search
The Challenge
Bonchon operates dozens of franchise locations across the Philippines. While the brand had national recognition, individual stores weren’t showing up when customers searched for “Korean chicken near me” or “restaurants in Makati.” This meant losing potential customers to competitors who ranked better in local search results.
The franchise model created unique challenges. Each location needed its own optimized presence, but content couldn’t be duplicated across pages without hurting search performance. We needed to build location-specific relevance while maintaining brand consistency.
Mobile searches drove most restaurant discovery. People searching on their phones needed to find the nearest Bonchon location quickly, see the menu, check hours, and get directions. If that experience wasn’t seamless, they would choose a competitor.
The franchise model created unique challenges. Each location needed its own optimized presence, but content couldn’t be duplicated across pages without hurting search performance. We needed to build location-specific relevance while maintaining brand consistency.
Mobile searches drove most restaurant discovery. People searching on their phones needed to find the nearest Bonchon location quickly, see the menu, check hours, and get directions. If that experience wasn’t seamless, they would choose a competitor.
Our Approach
We treated each Bonchon location as its own local business with unique optimization needs. Rather than creating cookie-cutter pages, we developed location-specific content that incorporated neighborhood details, nearby landmarks, and local search behavior patterns.
The strategy centered on three pillars: technical local SEO, location-specific content, and mobile experience optimization. Each element reinforced the others to create a comprehensive local search presence.
We also focused on making sure Google understood exactly what Bonchon offered at each location. This meant implementing proper structured data, optimizing for menu-related searches, and ensuring business information was consistent across all platforms.
The strategy centered on three pillars: technical local SEO, location-specific content, and mobile experience optimization. Each element reinforced the others to create a comprehensive local search presence.
We also focused on making sure Google understood exactly what Bonchon offered at each location. This meant implementing proper structured data, optimizing for menu-related searches, and ensuring business information was consistent across all platforms.
What We Did
Phase 1: Technical Foundation
- ✓Audited all existing location pages for technical issues
- ✓Implemented LocalBusiness schema markup for each franchise
- ✓Created unique URLs for every location following best practices
- ✓Set up proper canonicalization to avoid duplicate content issues
- ✓Optimized site architecture for location-based navigation
- ✓Ensured mobile-first design across all location pages
Phase 2: Location Page Optimization
- ✓Developed unique content for each location page
- ✓Included neighborhood context and nearby landmarks
- ✓Optimized for location plus product combinations
- ✓Added high-quality images of each specific restaurant
- ✓Integrated Google Maps and directions functionality
- ✓Displayed location-specific hours and contact information
Phase 3: Local Search Signals
- ✓Claimed and optimized Google Business Profile for each location
- ✓Ensured NAP consistency across all online directories
- ✓Built location-specific internal linking structure
- ✓Created content targeting local search queries
- ✓Optimized meta titles and descriptions for local intent
- ✓Implemented click-to-call and click-to-navigate features
Phase 4: Content and Engagement
- ✓Added location-specific menu highlights and promotions
- ✓Created content around popular menu items and local preferences
- ✓Optimized for “near me” and location-modified searches
- ✓Built FAQ sections addressing common customer questions
- ✓Enhanced pages with customer reviews and ratings
- ✓Developed content for voice search optimization
The Results
Local search became a primary driver of foot traffic and online orders:
Search Performance
Search Performance
- ✓451% increase in organic traffic to location pages
- ✓First page rankings for 200 plus location-keyword combinations
- ✓Featured in local pack results for target neighborhoods
- ✓Increased visibility for “near me” searches by 380%
Business Impact
- ✓Measurable increase in store visits tracked through Google Business Profile
- ✓Higher in-store and online order rates from organic search
- ✓Improved brand discovery in neighborhoods with newer franchises
- ✓Better distribution of traffic across all franchise locations
User Experience
- ✓45% decrease in bounce rate on location pages
- ✓60% of traffic from mobile devices finding what they need faster
- ✓Increased engagement with click-to-call and directions features
- ✓Higher conversion rate from search visitor to customer
What Made This Work
The foundation was treating each location as a unique entity with its own optimization needs. We avoided the temptation to create one template and duplicate it. Instead, each page had genuine location-specific value that helped it rank for local queries.
Mobile optimization was critical. Most restaurant searches happen on phones, often when someone is already out and hungry. Pages loaded fast, information was easy to find, and actions like calling or getting directions were one tap away.
We also made sure Google could understand the content through proper structured data implementation. This helped Bonchon locations appear in rich results, local packs, and knowledge panels – all prime visibility spots that drive clicks.
Consistency across platforms mattered too. When business information matched across the website, Google Business Profile, and directory listings, it reinforced to Google that the information was reliable. This boosted rankings across all locations.
Mobile optimization was critical. Most restaurant searches happen on phones, often when someone is already out and hungry. Pages loaded fast, information was easy to find, and actions like calling or getting directions were one tap away.
We also made sure Google could understand the content through proper structured data implementation. This helped Bonchon locations appear in rich results, local packs, and knowledge panels – all prime visibility spots that drive clicks.
Consistency across platforms mattered too. When business information matched across the website, Google Business Profile, and directory listings, it reinforced to Google that the information was reliable. This boosted rankings across all locations.
Lessons for Multi-Location Businesses
Local SEO is not optional for franchises. Even strong brand recognition doesn’t guarantee visibility in local search results. Each location needs its own optimized presence to capture nearby customers.
Unique content for each location matters. Duplicate content across location pages will hurt performance. Invest the time to create genuine location-specific value on each page.
Mobile experience drives conversions. Most restaurant searches happen on mobile. If your location pages aren’t mobile-optimized with easy access to phone, directions, and hours, you are losing customers.
Schema markup improves visibility. Implementing LocalBusiness structured data helps search engines understand your locations better and can get you into rich results that drive more clicks.
Google Business Profile optimization is essential. Your location pages and Google Business Profiles work together. Keep information consistent, respond to reviews, post updates, and add photos to strengthen local search presence.
Think like a customer, not a search engine. People searching for restaurants want quick answers: location, hours, menu, and directions. Make that information immediately obvious on every location page.
Unique content for each location matters. Duplicate content across location pages will hurt performance. Invest the time to create genuine location-specific value on each page.
Mobile experience drives conversions. Most restaurant searches happen on mobile. If your location pages aren’t mobile-optimized with easy access to phone, directions, and hours, you are losing customers.
Schema markup improves visibility. Implementing LocalBusiness structured data helps search engines understand your locations better and can get you into rich results that drive more clicks.
Google Business Profile optimization is essential. Your location pages and Google Business Profiles work together. Keep information consistent, respond to reviews, post updates, and add photos to strengthen local search presence.
Think like a customer, not a search engine. People searching for restaurants want quick answers: location, hours, menu, and directions. Make that information immediately obvious on every location page.
Services Delivered
- ✓Local SEO Strategy and Implementation
- ✓Location Page Development and Optimization
- ✓LocalBusiness Schema Implementation
- ✓Google Business Profile Optimization
- ✓Mobile Experience Enhancement
- ✓Content Development for Local Search
- ✓NAP Consistency Management
- ✓Performance Tracking and Reporting
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