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SEO

How Mavlers helped Ribs & Burgers drive 105,944 directions requests across 16 Australian locations in 360 days

Project Overview

Organisation

Ribs & Burgers

Industry

Quick-Service Restaurant / F&B

Campaign Duration

10 months

Australian Locations

16

International Presence

UK & South Africa

Products / Services Used

  • Local SEO
  • Keyword Research
  • Content Audit
  • Google Maps Optimization
  • Directory Listings
  • Google Analytics

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

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The brand had strong national recognition but was falling short of monthly sales targets, not for lack of demand, but because nearby customers simply didn't know they had a Ribs & Burgers around the corner. The brief: close the gap between brand awareness and local foot traffic.

Performance Insights

Key results for the client

105,944

Driving directions requested

30,100

Calls & contact form enquiries

28%

Increase in unique website visitors

360

Days of campaign activation

Client objectives

The challenges Ribs & Burgers faced

1.
Brand recognition without local conversion

National awareness was strong, but monthly sales targets were being missed across the 16-store footprint.

2.
Low geographic discoverability

Nearby customers simply didn't know there was a Ribs & Burgers in their area.

3.
Missing or weak Google rankings for local search

High-intent terms like "burgers Perth," "burgers Sydney," and "ribs Sydney" were not ranking at all.

4.
Limited presence on local directories

The brand was underrepresented across the directory ecosystem that Australian diners actually search.

5.
Unoptimized location pages

Restaurant listings lacked the geographically relevant keywords needed to win local intent.

Mavlers Strategy

How we turned national awareness into local sales

1.
Local SEO strategy built around brand and sales goals

Designed in close collaboration with the Ribs & Burgers team, anchored to awareness and revenue, not just rankings.

2.
Content audit and location-page keyword optimization

Every local restaurant page reworked around geographically relevant, high-intent search terms.

3.
Reputable directory listings across Australia

Brand placed and verified on the most-used local restaurant directories, including Yelp, True Local, Hotfrog, and Start Local.

4.
Analytics infrastructure for every location page

All branded location pages are wired into Google Analytics to track traffic, enquiries, and on-page activity by store.

5.
10-month managed campaign with continuous optimization

Ongoing tuning of keywords, listings, and rankings based on live performance data.

Results

What Ribs & Burgers achieved

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Our main objective at Ribs & Burgers was to enhance our organic search visibility, and Mavlers truly delivered great results. They worked diligently on our campaigns and strategically optimized our web listings, which ultimately increased our user engagement. They took the time to understand our objectives and put dynamic strategies in place that became fruitful for the brand. Mavlers is a leading agency for SEO in Australia, and I truly recommend them.

Sandra Field
Adam Issac

Group Marketing Manager

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