Part 1: The Brief

As Pennsylvania’s oldest pizzeria, Serri Pizza holds deep roots in Indiana, PA. But even legacy businesses need modern visibility. Ten years ago, Serri came to Hemera/NewOptim with a clear need:

• Build them a professional, high-performing website
• Drive local traffic and visibility in Indiana, PA
• Appeal to a wide audience—from Indiana University of Pennsylvania students to lifelong locals
• Compete with national chains online and increase foot traffic, online orders, and overall revenue

Their goal was to blend tradition with modern search engine visibility, especially across Google’s local tools.

Part 2: Strategy & Execution

We crafted a strategy that gave Serri Pizza’s digital presence the same care and flavor they’ve put into every slice since 1953.

1. Website Design & Optimization

• Custom-built, mobile-first website with menu integration, delivery/takeout info, and mouthwatering visuals
• Clear calls-to-action for ordering, visiting, and contacting the restaurant
• Localized metadata and service content tied directly to Indiana, PA

2. Local SEO Domination

• Keyword targeting for high-intent phrases like:
  • “pizza near Indiana PA”
  • “best pizza IUP”
  • “Italian restaurant Indiana Pennsylvania”
• Geo-structured content and schema to support local signals
• Optimized for Google’s Local 3-Pack, especially for late-night and mobile searches

3. Google Business Profile Optimization

• Fully optimized Google Business Profile with:
  • Updated hours, service options (dine-in, takeout, delivery)
  • Location images, menu links, and user-generated reviews
• Encouraged review generation from loyal customers and students

4. Content Strategy

• Highlighted Serri’s history and legacy to connect with long-time residents
• Targeted blog posts and content updates for seasonal specials, events, and promotions
• Keyword-rich content tied to IUP events, student move-in weeks, and local happenings

5. Technical & Mobile SEO

• Fast, secure hosting with high mobile usability scores
• Integrated menu for SEO indexing
• Mobile-first layout to match browsing habits of a younger demographic

Part 3: Deliverables & Results

Serri Pizza’s digital refresh translated directly into more orders, more foot traffic, and more local buzz:

– Top Rankings in Indiana, PA

• Page 1 and #1 rankings on Google and Bing for:
  • “best pizza Indiana PA”
  • “Italian food near IUP”
  • “late night pizza Indiana PA”

– Google Local 3-Pack Presence

• Consistently visible in Google Maps and the Local 3-Pack
• High engagement through directions, calls, and menu views

– Google Business Performance

• Dramatic increase in reviews and positive feedback
• Over 75% of new customers report finding them via Google search or maps

– Website Traffic Up 212%

• Massive growth in local organic traffic, especially on mobile
• Menu views and order actions up year-over-year

– Revenue & Order Volume Boost

• Increase in delivery and takeout orders through direct search
• Improved visibility led to higher walk-in traffic and larger group orders, especially during IUP events

– Brand Rejuvenation Without Losing Legacy

• Younger audiences now discover Serri online, while older patrons continue to feel a sense of heritage and loyalty

Conclusion
By blending digital modernization with deep community roots, Serri Pizza now owns its local online presence just as confidently as it’s owned the pizza scene in Indiana, PA since 1953.

Want to become a local legend online like Serri Pizza? Let Hemera/NewOptim cook up a strategy that delivers.