DIGITAL MARKETING

CONTENTS
 About Zomato

 Zomato’s Business Model

 SEO Strategy of Zomato

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Digital Marketing Strategies of Zomato

About Zomato

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“Foodiebay” or “Zomato” as we now call it, was a startup founded in Delhi, now headquartered in Gurgaon, in
July 2008. A website, Foodiebay.com that initially started as a food review website containing the menus from
the popular restaurants nearby and gradually turned into the best food delivery service in operation in India
has certainly had a dream run!

Zomato is one of the most comprehensive and user-friendly apps where people can search for nearby
restaurants and cafés, order food online, and get it delivered at their doorstep in no time. Moreover, you can
also get accurate information about restaurants as it provides menus, reviews, and ratings. Based on that,
users can place orders and enjoy lip-smacking food at their homes.

Zomato surely has an effective marketing strategy to power the brand, which has reigned in the successful
home.

If we look at the statistics of the traffic from different sources and channels, we can see that Zomato derives
major chunks of traffic from its searches and directly, being 66.41% and 31.36% respectively when compared
to referrals, social media or other paid marketing campaigns and other sources.

Zomato follows a mixed marketing strategy that has successfully kept the traffic coming, thereby driving the
sales. The brand has always focused on innovation and agility.

Zomato’s Business Model

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SEO Strategy of Zomato

Search engine is one of the most important channels for Zomato. SEO strategy has no other alternative and
Zomato uses it to the fullest extent. As we have already seen that most of its traffic (over 66%) comes from
searches made online. Zomato drives around 99.44% of organic traffic and the rest comes from paid
marketing campaigns. This proves that Zomato is fueled by a foolproof SEO strategy along with working hard
enough to keep the brand soaring in the Google organic SERP results.

Here are some of the key insights of the SEO strategy of Zomato:

Keyword Targeted
Zomato targets over 900K keywords for their SEO purposes. Targeting these many keywords and further
optimizing them organically always has an upper hand in SEO, which is why it has obtained a dominant
position in search results.

Zomato is equipped with a colossal directory of food and restaurants, and this is a boon in disguise for their
SEO. From the names of the restaurants to the names of the dish, places, and more, everything happens to be
keywords that boost the SEO of the brand. Even phrases like “restaurants near me”, “bars to dine in,” etc.,
also serve as useful long-tail keywords for the brand.

Pages on website
Zomato is registered with over 6.5K restaurants and each has its own pages, which are maintained regularly.
This shoots the total number of pages on Zomato to over 54 million, which has its own advantages for the SEO
of the website. We all know that the more the pages on a website the more is the authority of the website,
and the higher the possibilities of gaining crucial ranks on the search engines.

Linking of the URLs

Zomato boosts its domain authority by getting backlinks from countless websites that include high authority
websites including websites from .gov and .edu domains. The website currently has high authority backlinks
from over 13 million domains.

Internal Linking
As we all know, the common SEO strategy is to link specific URLs relevant to the keywords. This helps search
engines recognize our web pages and show relevant search results for the users, which also passively betters
the ranks of the keywords.

The same thing happens with Zomato but on a larger scale where the brand targets an overwhelming number
of keywords and key phrases to link in their URLs.
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