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Current Marketing

This is how the organization is currently using to market their products/services.

Sign outside of the location (non-digital)
Catering (non-digital)
Whiskey is their best selling product (non-digital)
Facebook, Instagram, and other forms of social media (digital)
Website (digital)
Email sign up for newsletter (digital)
RiRa’s is heavily involved with local charities, the annual Penguin Plunge in December for the Special Olympics and are proud of the now infamous annual Santa Run event, held in aid of the Camp Ta Kum Ta charity (a year round camp for kids with cancer located in South Hero, Vermont. (both digital and non-digital)

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Website Assessment

Max Score: 16/16

RiRa Score:

Responsiveness: 4/4
Accessibility: 3.5/4, the What’s On Page isn’t consistent with Title Tags, sadly
Media Activity: 3/4, posts twice a week on two, twitter died as of December 16th, 2020 and their website posts what they post only on Twitter.
SEO: 3/4, yahoo would register the Charlotte and Portland sites before Burlington even while I search in Vermont
Total: 13.5/16, 84%, B

Conclusion: RiRa’s has a well put together website that has tremendous Responsiveness and Accessibility but lacks the media activity that would launch it over its competitors as it relies too much on Insta posts on social media from customers and not so much from themselves.

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Search Engine Result Analysis

We will assess RiRa’s mobile and regular browser to gain a better understanding of how well the site has been optimized

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SEO Product/Service Search

For a product search, we googled “Whiskey Bar”

For a service search we googled “Irish Pub”

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Metadata

Title: Home* RI Ra Irish Pub Burlington - Ri Ra

Home is interchangeable with pages

Description: Ri Ra Irish Pub in Burlington was restored in Ireland and shipped to the US. Ri Ra embodies everything you would expect from a genuine Irish pub.

Utilization of H1, H2, and ALT Tags

H1: RiRa’s H1 tags aren’t the greatest.

Have 2 not recommended
Used for company name + slogan and beers

H2: Use H2 tags the most roughly 10.

Pushing everything into h1-h3 tags, isn’t helpful for search engines.

Alt Tags: The alt tags aren’t really there, sadly.

Some images say “loading=lazy” improper usage, they should help with ADA claims to help the business be accessible to blind people and those with disabilities.

�

Show the Metadata along with a screenshot of the SERP listing being sure to show how the Title Tag and Description Tag for the organization shows up in SERP, THEN list in full:

Title Tag for the Organization.
Description tag for the Organization.�

H1: RiRa’s H1 tags aren’t the greatest. Firstly, they have two, which usually isn’t recommended. It is heavily used for the name of the company or a slogan. It is used for Our Beers, which is the one I would cut out. That shouldn’t be an H1 tag.

H2: For their h2 tags, they use them a lot. They have roughly 10. I usually like to limit it down to 4-5 and use h3 tags for the rest. They aren’t utilizing h4-h6 tags well either, pushing everything into h1-h3 tags, which isn’t helpful for search engines.

Alt Tags: The alt tags aren’t really there, sadly. Some images have alt tags, but they say “loading=lazy” which isn’t the proper usage, they should help with ADA claims to help the business be accessible to blind people and those with disabilities.

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AHREFS Backlink Checker

RiRa

Competitor - McKee's Pub

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SEO Conclusion

Overall, RiRa’s SEO has a very solid foundation. There are a lot of places to improve, but compared to some Vermont competitors, they are higher on the list. They may want to stay on their toes as, with the pandemic, some competitors may be working to improve. If they stagnate, it could be bad for them. Such improvements could be adding alt tags, utilizing h4-h6 tags better, and making sure to improve title tags, such as the title tag for the What’s On page.

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Advertising and Paid Media Analysis

IF your chosen organization utilizes online advertising, you are to assess their advertising effectiveness. If the do not do ANY advertising you may skip this section.

Write a brief introduction to this section that explains to the reader what this section is about.
SEARCH Ads: Does the organization engage in Search Marketing? If yes, show examples of their current ads.
DISPLAY Ads: Does the organization engage in CPC Display Advertising? If yes, show examples of their current ads.
SOCIAL Ads: Does the organization utilize Social Media Advertising? If yes, show examples of their current ads.
What landing pages do the ads connect to?
Assess the advertising for effectiveness being sure to include a rubric that you have designed to show how they did. Remember to include the effectiveness of the landing page.

Conclusion that summarizes your findings of the strengths and weaknesses of the advertising efforts of this organization. Do NOT make any recommendations for improvement here.

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Email Marketing Assessment

For the Email portion of the website was fairly easy to find. You are prompted to join the newsletter.

RiRa hasn’t optimized their emails in a long time. In recent times, their digital marketing has gone downhill mainly due to COVID.
The newsletter is inactive, once we signed up we didn’t receive an email for signing up.
In order to sign up for this newsletter you do the following:

Go to their website
Scroll all the way to the bottom of the page (and this can be found at the bottom of every page, not just the home page)
You add your email address and you click on ‘sign up’

IF your chosen organization has an email sign up, you are to assess the signup process and the email you receive. If they do not have email sign up SKIP THIS.

Introduction: Write a brief introduction to this section that explains to the reader what this section is about.
Written assessment of the ease of finding the email sign up and the signing up process with screenshots!
Written assessment of an email you receive to include screenshots of the actual email (subject line as well!).
Written assessment of a landing page the email sent you to include screenshots of the landing page.
Rubric that you have designed to assess the full email marketing of this organization from sign up, to email, to landing page.

Conclusion that summarizes your findings of the strengths and weaknesses of the email marketing effort of this organization. Do NOT make any recommendations for improvement here.

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Email Marketing Rubric (4/9) 44%

Criteria	Needs Improvement (1)	Meets Expectations (2)	Exceeds Expectations (3)
Content	Email is not easy to read missing important products; doesn’t notify you when you sign up	Email is easy to skim over but could have more images	Emails are easy to follow have lots of interesting advertisements and events
Accessibility	Sign up is impossible to find or is nonexistent	Newsletter is on the website but it isn’t the easiest to find	On the website and directs you right to the sign ups from the home page
Activity	Email campaign posts once a year or is abandoned	Email campaign posts once a month	Email campaign posts once a week

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Facebook:

Strengths:

They provide you with the link to their cite right upfront
Give the location, phone number, email,and hours right up front
They do a great job with using “real life” photos

Weaknesses:

They are not frequent with their posting on this platform
They aren’t getting many likes on the posts the do post
Some posts don’t have interesting captions to draw the social media user in

Instagram:

Strengths:

They do stories most days, especially fridays and saturdays about their bartenders-

and whos working

They use “real-life” photos again
They provide you with the address, and a link to their events page

Weaknesses:

They aren’t getting many likes on the posts the do post
Some posts don’t have interesting captions to draw the social media user in
They don’t have their website on the page, or a phone number

Twitter:

Strengths:

Website is font and center- the first thing on their twitter page
When they did last post- they did great with trying to push christmas gift ideas

Weaknesses:

They aren’t getting many likes on the posts the do post
Some posts don’t have interesting captions to draw the social media user in
Not frequent posts at all- the last post was December 2020

Strengths and Weaknesses of each Social Media Platform

Ri Ra’s uses three main sources of social media to market their business, those including Facebook, Instagram, and Twitter. Since Ri Ra’s has four locations in the US, the social media pages are followed by the location of that specific Ri Ra restaurant.

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Social Media Platform Assessment

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Web Presence Conclusion

Overall RiRa’s does a good job of knowing what to advertise on their website, but they lack a social media presence on all three platforms and the social media they do advertise on their website is outdated and old.
Their newsletters are also incredibly lacking and should be redone with activity accessibility and content in mind
A step in the right direction that RiRa’s has already done is hire a local from UVM to help run the website and social media pages and they will start work soon.
Need to take it a step further and put these ideas into action.