When McDonald's launched its specialty coffees earlier this year, its banner ads inviting consumers to "McCafé Your Day" were all over the Web. Great branding, but does such online advertising send customers to local establishments?

The short answer: When combined with search, it does!

According to Christa Hoyland, editor of QSR Web, Google research has found that 80% of diners use search to decide where to eat, and 52% look online for coupons or special offers for local establishments.


In a recent article, she shared a few lessons on localizing a national campaign via SEO.

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