Ribs & Burgers Generates 105,944 Direction Requests

Ribs & Burgers is a premium quick-service restaurant brand known for ribs, steaks, and burgers, operating 16 locations across Australia with a growing footprint in the UK and South Africa.

‍

National brand recognition was strong, but monthly sales targets were still falling short, not from a lack of demand but because nearby customers had no idea there was a location around the corner.

‍

The brief was to close the gap between brand awareness and local foot traffic.

• National awareness was strong, but monthly sales targets were being missed across all 16 stores
• Nearby customers simply didn't know there was a Ribs & Burgers in their area
• High-intent local search terms like "burgers Perth" and "burgers Sydney" were not ranking at all
• The brand was underrepresented across the local directory ecosystem Australian diners actually search
• Location pages lacked the geographically relevant keywords needed to win local search intent

• Convert existing brand awareness into local foot traffic and calls
• Rank for high-intent local search terms in every market the brand serves
• Get listed and verified across the directories Australian diners actually use
• Give every location page the local keyword relevance needed to win nearby search
• Track performance store by store to keep optimizing over the campaign

• Built a local SEO strategy anchored to brand and revenue goals in close collaboration with the Ribs & Burgers team, not just rankings
• Audited and reworked every local restaurant page around geographically relevant, high-intent search terms
• Placed and verified the brand on the most-used Australian restaurant directories, including Yelp, True Local, Hotfrog, and Start Local
• Wired every branded location page into Google Analytics to track traffic, enquiries, and on-page activity by store
• Ran a 10-month managed campaign with continuous tuning of keywords, listings, and rankings based on live performance data

• 105,944 driving directions requested - Turned local search visibility into a direct measure of foot traffic intent across 16 stores
• 30,100 calls and enquiries - Converted local search visibility into direct customer contact, not just page views
• 28% increase in unique website visitors - Local search traffic grew meaningfully alongside the surge in map and directory activity
• 16 locations covered - Every Australian store, plus the brand's UK and South Africa footprint, ran under the same optimized local SEO structure
• 360 days of continuous optimization - Kept keywords, listings, and rankings tuned to live performance rather than a one-time setup

‍