Just Eat poured mountains of time into SEO, and paid search to the extent where they monopolised the search results.
They even went as far as creating an individual website for every take away that signed up with them – to be penalised by Google. So how did their strategy change?
Instead of creating individual websites for new takeaways, Just Eat created a review API (software) that automatically pushed reviews left on the Just Eat website to Google reviews, allowing them to continue their SERP (search engine results) domination without penalisation.
Two primary advantages of this were SEO domination and social proofing. Reviews from real customers made the decision-making process for potential customers a lot easier than taking a shot in the dark with a takeaway they’ve never eaten from before.
Just Eat struck affiliate deals with Yellow Pages online. They put a call to action – link beside the takeaways telephone numbers saying order online, producing a mind-boggling 60% conversion rate. Just Eat knew their customers went online for food info and they nailed it. This worked so well because Just Eat shared the same journey with Yellow pages, enabling them to maximise online ordering channels.
The key is to start at home. Go where your customers go and you’ll find success.