Domino's Case Study

Domino’s — A Global Leader in Pizza Delivery With a Presence in Over 83 Countries

Domino’s is a renowned multinational pizza restaurant chain with over 5,700 locations worldwide. Despite its global recognition, the highly competitive food delivery market presented challenges in capturing organic traffic from non-branded search terms. Competitors leveraged targeted keywords and optimized website structures to dominate regional search results.

Project objectives

Increase website traffic from non-branded search queries

Boost online sales through improved organic visibility

Results

+74.51%

Increase in unique visitors from organic search

+34.14%

Growth in organic traffic from Kyiv

Services provided

SEO

Industry

Food & Beverages

Project timeline

January 2024–June 2024

Domino’s Sought to Boost Organic Traffic and Capture Non-Branded Queries

Domino’s needed to attract new customers who weren’t explicitly searching for their brand. Many competitors had already established dominance through targeted keywords, optimized landing pages and region-specific strategies.

To meet this challenge, Domino’s partnered with Netpeak to develop a comprehensive SEO strategy focused on enhancing their online visibility, driving organic traffic and increasing online sales across key regions.

Cooperation Goal:

Expand Domino’s presence in non-branded search results and drive sustainable growth in online sales through optimized SEO strategies.

‍

Our Strategy

Our strategy empowered Domino’s to achieve a 74.51% increase in organic traffic

Conducted a visibility and competitor analysis to identify keyword gaps and opportunities for targeting non-branded queries.

Optimized landing pages and website structure for improved search rankings and user engagement.

Implemented comprehensive technical SEO improvements to enhance site speed, responsiveness and indexing efficiency.

Strengthen off-page SEO by building high-quality backlinks and managing brand reputation through forums and Q&A platforms.

Strengthening Online Visibility With Keyword and Competitor Analysis

Our approach began with a comprehensive competitor analysis to identify opportunities where Domino’s could outperform its rivals in organic search. This phase was crucial for targeting non-branded queries and driving incremental growth.

Our team focused on non-branded, high-intent keywords that matched consumer search behavior, ensuring Domino’s appeared in front of audiences actively seeking food delivery options without specifying a brand

We benchmarked Domino’s against direct and indirect competitors, analyzing their keyword strategies, website structures and backlink profiles to uncover gaps that could be leveraged for Domino’s growth

We expanded keyword coverage to include region-specific queries, boosting visibility in key locations like Kyiv and Odessa

Optimizing Landing Pages and User Experience

To effectively convert the increased traffic into tangible sales, we focused on optimizing Domino’s landing pages and user experience. This ensured that every visitor encountered a seamless and engaging interface, maximizing their likelihood of completing an order.

By addressing technical performance issues, we ensured that pages loaded quickly across devices, increasing conversions

We added customer reviews to category pages, reinforcing trust and influencing purchasing decisions

Through usability and A/B testing, we refined the navigation and layout of the landing pages, improving user experience

Building Authority Through Off-Page Optimization

To strengthen Domino’s presence in search rankings and establish long-term credibility in the competitive food delivery market, we implemented a comprehensive off-page optimization strategy focused on building authority and enhancing trust with their audience.

By analyzing competitor backlink strategies, we identified authoritative, industry-relevant platforms for link building opportunities

We addressed negative reviews promptly and constructively, demonstrating Domino’s commitment to customer satisfaction

We engaged users through forums and Q&A platforms, creating natural backlinks and increasing brand visibility

Project Review

Large companies are normally based on rigid hierarchical relationships and sometimes a decision to edit the description requires the coordination of several people. And it's not possible to say whether it's good or bad. For one company, changing the description may be something trivial. But for Domino's, it's real brand management. The words, the message, the information are important because even a simple, but improper snippet inscription can cause huge reputational damage. The effects of such damage might spread far beyond SEO.

Violetta Brosnueva

Project Manager at Netpeak