SBARRO

A (Digital) Piece of the Pizza Pie

Search Engine Optimization and Digital Analytics

Case Study

Hear from the client

“Futurety proved to be just the partner we needed in getting our digital marketing efforts off the ground. With our finite resources and only very basic knowledge of SEO, Futurety helped kick-start our efforts in data analysis, data visualization, email marketing, digital strategy, and social media. They consistently added value to our organization and provided us with consistent, measurable results. Futurety truly acted as an extension of our team and the level of collaboration was much more akin to a partnership than a client/vendor relationship.”

Casey Minton
Chief Concept Officer, Sbarro

THE BUSINESS

Sbarro is a pizza chain specializing in New York style pizza sold by the slice in over 600 locations world-wide.

THE PROBLEM

Sbarro needed to rely on digital channels and promote off-mall locations due to declining malls and in-store traffic. But they lacked clear insight into the effectiveness of their existing digital marketing.

THE SOLUTION

With the help of Futurety, the Sbarro team was able to increase organic traffic and sales through the following SEO tactics.

WHAT WE DID

TITLE TAGS & META DESCRIPTIONS

Created title tags and meta descriptions for 25 site pages and more than 300 location pages

IMAGE ALT TEXT

Created image alt text for 30 images on the site

SITEMAPS

Created, implemented and regularly updated sitemaps to Google

BROKEN LINKS

Reviewed all site pages for broken links and provided over 300 redirect recommendations

TRAINING

Conducted regular training for Sbarro’s digital marketing manager

SELECTING VENDORS

Assisted IN vetting and selecting a local listing provider (Yext), and continued to support tracking of tool business impact

CONTENT DEVELOPMENT

Strategized future Sbarro content development, using research-based methods

IMPROVED SEO

Recommended optimizations for location pages for improved search engine visibility and traffic, and subsequently coordinated with Sbarro development team

ADDITIONALLY

In addition to SEO, Futurety Digital assisted the Sbarro team with the following additional digital initiatives:

Creation, execution, and reporting for a multi-location paid search pilot program, and subsequent design of a follow-up test
Upgraded Google Analytics to Google Tag Manager for more in-depth user tracking on site
Creation and management of per-source tracking tags to assign impact to specific digital channels and campaign

THE RESULTS

Futurety saw the following results in the first six months after implementation of their search engine optimization and digital analytics tactics:

Organic Site Sessions Increase

Increase of Average Session Duration

Bounce Rate Decrease

Mobile Users Increase

Before Futurety Digital began working with Sbarro, the Sbarro team did not track user behavior on its site. After implementing Google Tag Manager, the Futurety Digital team saw the following results in the initial six-month period: