Boost Your Google Ranking With Useful Strategies (Part 1)
Hey there, restaurant owners! Welcome to the world of Google Business Profile (GBP) optimization. We're about to embark on a journey, guided by the insights from the 2023 Whitespark survey. Whitespark produces an annual survey of the ranking factors that make up a successful Google Business Profile (formerly called Google My Business). They survey the top experts in local search across many topics to determine what’s working to drive rankings and conversions in local SEO, and what’s not. These rankings are the secret ingredients to making your GBP a customer magnet.
Throughout the two articles (this is part 1) we have covered most of the top 50 Google ranking factors. This article covers the higher-ranking factors and the second the slightly lower factors. At times when ranking factors are similar, we have covered more than one factor at a time. There are 149 factors in all so these articles are not exhaustive. We wanted to strike a balance between covering a lot of factors but not making it a hard slog! Ready to dive in? Let's go!
1. Optimizing Business Information and Categories
Primary and Secondary GBP Categories (Rank 1 and 7):
Picking the right primary category for your restaurant is crucial. It's like telling Google, "This is what we're famous for." Are you a sushi bar, an Italian trattoria, or a vegan café? Getting this right means when someone's craving what you offer, you’re the first place they find. But why stop there? Add extra categories to cover all the bases. If you serve amazing cocktails alongside your gourmet meals, let the world know. These extra categories help you catch the eye of more customers. It can expand your reach beyond one type of cuisine.
Completeness of GBP (Rank 12):
Every detail of your GBP matters. It's the storybook of your restaurant, and you should fill every page. It may be the ambiance of your restaurant. It may be the special ingredients in your dishes. The more your customers know, the more they want to visit. Don't forget practical details like your opening hours and contact information. Watch out for the bank holidays, Christmas, etc. You should update your hours accordingly. Health and safety measures are ever more important. A complete profile boosts your Google ranking and builds trust with your customers. They know exactly what to expect and why they should choose you.
2. Leveraging Keywords and Address Proximity
Keywords in GBP Business Title and Landing Page (Rank 2 and 11):
The right keywords can be a game-changer. Include keywords in your GBP title and landing page. It is like having a neon sign that points to your restaurant. But it's a fine art – the keywords should fit harmoniously within the text. Consider what your customers might type into Google when looking for a meal. Are they searching for "best pizza in town" or "romantic French bistro"? Use these phrases in your title and on your landing page. This strategy is not simply about people finding you. It's about the right people finding you– those looking for exactly what you offer.
Proximity Factors (Rank 3 and 10):
Being close to where people are searching is key. If your restaurant is in the heart of downtown, celebrate it! But if it's a bit off the beaten path, don't worry. Highlight other charms, like being a hidden gem away from the hustle and bustle. Use your GBP to paint a picture that makes the journey to your restaurant seem worthwhile. Mention nearby landmarks. One of my customers is near Abbey Road Studios and has a picture of the Beatles in his restaurant. This is a smart thing to flag up. How about easy parking to entice customers who might be searching from nearby areas?
3. Building Trust through Reviews and Ratings
Quantity of Native Google Reviews and High Ratings (Rank 8 and 6):
Think of reviews as your digital word-of-mouth. Positive reviews show that your restaurant is trustworthy and appealing (Rank 8). And of course the more of those, the merrier! Aim for those 4-5 star ratings (Rank 6). They're like gold stars on your restaurant’s report card. Encourage your regular customers to leave reviews. After all, they would not be returning if they were not happy. Likewise, if customers express satisfaction, ask them for a review. You could offer an incentive, like a discount on their next visit. Make it easy for them by forwarding your Google review link. Every review counts adding up to a sterling online reputation.
Review Management (Rank 13 and 20):
The number of reviews is important, but so is the freshness and consistency (Rank 13). Regular, recent reviews keep your profile active and relevant. They show that your restaurant is good and that this is repeatable. Responding to reviews, both positive and negative, is also key. It shows you value customer feedback and are always striving to improve. Try to build a relationship with your customers, one review at a time.
4. Enhancing Visibility via Link and Content Strategies
Inbound Links and Content Relevance (Rank 17, 18, 19, 21, 25, 26):
Links to your site are like roads leading customers right to your doorstep. You want as many roads as possible – and you want them to be well-traveled. Where do they come from? It could be from local food blogs, restaurant directories, or press articles.
Each link boosts your visibility and tells Google, "This place is worth checking out!" But the journey doesn’t end there. Once visitors arrive at your site, they should find a treasure trove of engaging content. Your website should be a mouth-watering digital showcase of your menu and your story. What makes your restaurant unique? This content isn't for your visitors; it's for Google too. Do you want Google to see you as being a relevant spot for great food and great experiences? Then produce well-crafted, keyword-rich content.
Internal Linking Across Website (Rank 18):
It is good also to connect the dots within your digital space. Internal linking is all about creating a smooth journey through your website. In the same way that you have signs in your restaurant to guide customers, so you want to guide them on your website.
These links help Google understand how the pages of your site relate to each other. You want to keep visitors engaged. Can they move easily from your menu page to your reservation system? Will they stop at your blog to read about your latest seasonal dishes? If you can make it a simple and enjoyable experience, so much the better.
5. Keywords in GBP Landing Page (Rank 11)
Engaging Customers with the Right Words:
Your GBP landing page is your digital welcome sign. It needs to speak your customers' language. Using the right keywords is like having the perfect welcome message. Are you known for your family-friendly atmosphere or your locally sourced ingredients? If so, those are the phrases to use. Your landing page should be rich in content and resonate with your customers. It should answer their questions, and make them eager to visit. Create a connection before they even walk through your door.
Balancing Keywords and Authenticity:
Remember, that the key is balance. Your content should be natural and authentic, not stuffed with keywords. Tell your restaurant’s story in a way that feels genuine and engaging. Share anecdotes about your favourite dishes, or the origins of your signature recipes. How about the inspiration behind your decor? Your landing page should be a reflection of your restaurant’s soul. A place where stories and flavours come to life!
6. Proximity of Address to Centroid (Rank 10)
Maximizing Your Location Advantage:
Your restaurant's location can be a big player in your GBP success. Being near the city centre or popular areas (Rank 10) means you're right where the action is. It's like being the centre-stage restaurant in the theatre of your city. If this is you, make sure it's a highlight of your GBP. But if you're a bit further out, focus on what makes your location special. Are you a scenic escape from the city bustle? A hidden gem worth the trip? Use your GBP to turn your location into an enticing destination.
Emphasizing Accessibility and Attractions:
Think about what's around you. Are there attractions, parks, or theatres nearby? Mention them! Let people know how easy it is to get to you after a day out or how perfect your location is for a pre-show dinner. Paint a picture where your restaurant is a key part of the neighbourhood tapestry.
7. Additional GBP Categories (Rank 7)
Expanding Your Online Reach:
Your primary category on GBP is your main draw. The Additional Categories (Rank 7) are your supporting cast. They broaden your appeal and capture more search interest. Let us say you were a steakhouse but also have a notable wine collection. You should add 'Wine Bar' as an Additional Category. It’s like adding more hooks in the sea to catch different types of fish. Or in this case, customers with varied tastes and preferences.
Showcasing the Full Spectrum of Your Offerings:
Adding Additional Categories gives you more opportunities. You can showcase different aspects of your restaurant. Are you also a great brunch spot? Do you host live jazz nights? These are facets of your restaurant that could attract different groups of customers. By highlighting these categories, you become a multifaceted culinary destination.
8. Mobile Optimization (Not specifically ranked)
Catering to the Mobile Audience:
In today’s world, your customers are browsing on the go, so a mobile-optimized website is essential. It’s like ensuring your restaurant has ample parking – it makes visiting you that much easier. Your website should look great and function well on smartphones and tablets. It should offer a seamless experience from the first click to the final reservation.
Enhancing User Experience for Better Engagement:
Think about how you browse on your phone. You want quick, easy access to information. You do not want to zoom in and out or deal with clunky navigation. Apply this to your website. Make sure menus, photos, and booking options are accessible. A mobile-optimized site not only attracts more visitors but also keeps them engaged. Every interaction with your restaurant, digital or otherwise, should be an easy experience.
Conclusion
Phew! There are some tips and strategies to elevate your restaurant's Google Business Profile! Each step is a building block to a better online presence. This in turn will lead to a bustling restaurant filled with satisfied customers.
We are not finished yet. This article covers the most important ways of optimizing your Google Business Profile. Click here to see our more advanced techniques to further spice up your online profile. Make your digital doorstep as welcoming and exciting as your restaurant's front door!
Leave a Reply