How to boost your Google Ranking: Advanced Tactics (Part 2)

Alex | Posted on February 1, 2024 |

Hello again, restaurant owners! Ready to dive deeper into the world of Google Business Profile (GBP) optimization? We are going to show you how to improve your Google listing by tapping into the 2023 Whitespark survey.

Our previous article covered the main ways of improving your Google business profile. We now turn to strategies that are lower down the pecking order. They are still important if you want to optimize your profile – and why wouldn’t you? Let's turn up the heat and get cooking with these expert tips! In this article and our previous one, we have covered many of the top 50 ranking factors from the survey (out of 149).

1. Utilizing GBP Features and User Engagement

Engagement Signals on GBP (Rank 48): First up, let's talk engagement. Your GBP is more than a listing; it's an interactive platform. You want customers to look at your photos, read your reviews, and check out your latest posts. So why not upload photos of your weekly specials or share updates about live events? Each click and interaction boosts your profile's visibility in Google's eyes.

Verified GBP (Rank 9): It is a crucial step to verify your GBP. It’s like putting a badge of trust on your restaurant's online presence. A verified profile ranks better and reassures your customers. They know that the information they’re seeing is accurate and trustworthy. It’s a simple process with big benefits, so make sure you’ve got that checkmark!

2. Fostering Connections through Inbound Links

Diverse Inbound Links (Rank 47, 50): Imagine the web as a vast network of roads, and each inbound link is a direct route to your restaurant. You want as many routes as possible from various types of websites. These might be local directories, food blogs, event pages, and so on. This diversity of sources enhances your online visibility and credibility. It also tells Google that you're a popular destination from a range of sources.

Authority of Inbound Links (Rank 25, 26): Quality tends to trump quantity when it comes to links. Links from high-authority sites are like recommendations from well-known food critics. They carry more weight and can boost your profile’s credibility and ranking. So, aim to get featured on reputable sites – it's like a stamp of approval in the digital culinary world.

3. Developing a Comprehensive Content Strategy

Volume of Quality Content (Rank 33): Your website should be a feast for the senses. Fill it with engaging, high-quality content. Let it reflect your restaurant's ambiance and culinary expertise. Here are some ideas. You could write blog posts about your signature dishes. You could give the stories behind your recipes. You can write about your suppliers and why you like their produce. Again there is a double-whammy at work which is a recurring theme. On the one hand, your rich content attracts your audience. On the other it gives Google plenty of material to index, enhancing your SEO.

Keywords in Anchor Text (Rank 29, 37): When other websites link to yours they do so via a clickable link (a hyperlink). The text in this hyperlink is known as anchor text. The anchor text should be relevant to your restaurant and include keywords. The hyperlinks act as signposts all over the internet. They not only point to you but also tell everyone what you’re all about. If you’re an Indian Restaurant, have anchor text with “best Chicken Madras in Huddersfield”. If you do artisan pizzas how about "best artisan pizza in Margate"? This reinforces your specialty and boosts your relevance for those specific search terms.

4. Reputation Management and Positive Review Sentiment

Positive Sentiment in Reviews (Rank 39): The tone and content of your reviews paint a picture of your restaurant. Encourage happy customers to share what they love about their experience. Did they enjoy the cozy ambiance, the friendly staff, or the innovative menu? Positive reviews are like glowing testimonials that persuade others to visit. It also helps Google recognize your restaurant as a top-notch destination.

Business Title in Anchor Text (Rank 42): Inbound links should include your business name in the anchor text (Rank 42). This not only reinforces brand recognition but also helps with your search rankings. It’s like having people all over the web saying, “Hey, check out this amazing place!” with a finger pointing straight at you.

5. Strengthening Local SEO with Geographic Relevance

Geographic Keyword Relevance (Rank 17): Local SEO is your secret weapon. Use geographic keywords on your website and GBP to strengthen your local presence. Mention your city, neighborhood, or local landmarks in your content. Tell your story within the context of the local area. It will make your restaurant attractive to the local community and visitors alike.

Quantity of Citations from Locally-Relevant Domains (Rank 44): It is helpful to get listed or mentioned on local websites. This includes city guides, local news sites, and community blogs. These citations help anchor your restaurant in the local landscape. You will be both in the eyes of your customers and in Google’s search algorithm. The aim is to be a recognized part of your community’s dining scene.

6. Enhancing User Interaction and Click-Through Rates

Click-Through from Relevant Search Terms (Rank 38): Boosting click-through rates from search results is vital. The idea is to make your GBP listing so enticing that people can’t help but click on it. Use high-quality images, and compelling descriptions, and keep your information up to date. It’s like having the most inviting storefront on a busy street; you want to draw people in.

Efficient Website Design (Rank 41): Your website’s design should be user-friendly, especially for mobile users. Your site needs to be easy to navigate, fast, and look good on all devices. It should be like a welcoming dining room that invites customers to come in and stay awhile! It’s an essential part of the online experience you offer.

7. Leveraging Video Content and Social Media

Video Content Engagement: The quantity of videos ranks at (136) on the Whitespark survey, below the quantity of photos (106). You should bear in mind that the Whitespark survey covers all small businesses. There is anecdotal evidence that for restaurants video plays a far greater role. This relates to the fact that food can look so appealing on video. Contrast that with say a video of a local plumber at work. In the latter case, a video is likely to be less significant.

Evidence suggests that the use of video content on a restaurant's GBP is a game-changer. It is far more powerful than static images. Video on social media also enhances user engagement and leads to more sharing. Videos could involve showing your chef in action, in behind-the-scenes kitchen magic. Or you could showcase your culinary delights as served, from a customer's perspective. Or you could show the bustling atmosphere of a busy evening. Videos bring your restaurant’s story to life. They offer a dynamic preview of what customers can expect.

Social Media Integration: Your GBP should work hand in hand with your social media efforts. Share your Google posts on social media and vice versa. Use consistent branding and messaging across all platforms. In short, you should aim to create a cohesive digital presence. This amplifies your reach and engages your audience across a range of touchpoints.

8. Continuous Monitoring and Responsive Engagement

Monitoring GBP Insights: It is a good idea to keep an eye on your GBP insights. This gives you an understanding of how customers interact with your listing. Which photos are they clicking on the most? What queries are bringing them to your page? This data is like feedback from a taste test; it tells you what’s working and what needs more seasoning.

Responsive Engagement with Customers: Finally, be active and responsive on your GBP. Respond to reviews, answer questions, and keep your information current. Engage with your customers online as you would in your restaurant. It builds relationships, encourages loyalty, and keeps the conversation going.

Staying Ahead of the Game: Updating your GBP regularly and staying active keeps you ahead in the digital race. It’s like refreshing your restaurant’s décor to stay trendy and inviting. Keep an eye on what's new with GBP features and make the most of them. Is there a new way to showcase your specials, or a fresh format for posts that can grab more attention? Staying current shows that you’re in the game, and you’re playing to win.

Bonus Tips: Going the Extra Mile: Seasonal Updates and Trends: Keep your GBP in sync with the seasons or local events. If there’s a local festival, highlight how your restaurant is participating. Even if you are not participating people may show interest. They may visit your restaurant before or after the local event. During the holiday season, showcase your festive specials. This keeps your content fresh and relevant. It also aligns your online presence with what’s happening in your customers’ world.

Collaborations and Community Involvement: Collaborate with other local businesses or community events. Then feature these collaborations on your GBP. It’s like being part of a friendly neighborhood alliance. This will broaden your reach. It also establishes your restaurant as a locally involved business.

Leveraging User-Generated Content: Encourage your customers to share their experiences and tag your restaurant. You can then repost their user-generated content (UGC) on your GBP. Also, repost UCG that appears on your social media channels. This not only provides authentic testimonials but also engages your customer base. It does not matter whether the quality of their images or videos is that great. It's more the thought that counts. After all, you are not responsible for the quality of their contribution, but that they have made one! It’s a way of showing that your customers’ voices and experiences are a valued part of your restaurant’s story.

Conclusion

That completes a full menu of advanced techniques. These will supercharge your Google Business Profile. If you put in place these strategies it will increase your online presence. That in turn will attract more customers, and fill more tables. Bon appétit, and here’s to your restaurant’s success in the digital world!