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5 Restaurant SEO Tips Backed by Diners & Data

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5 Restaurant SEO Tips Backed by Diners & Data

The key to restaurant SEO is understanding that most people don’t search for specific restaurants. They search for the type of cuisine or dish they want to eat. This is especially true for younger folks, with 76% of 18-24 year olds searching this way.

Getting diners through the door, then, is a game of ranking well for these types of queries.

Here are a few ways to do this, backed by concrete research and the real experiences of food bloggers and serial diners.

Google Business Profile is a free tool to manage your restaurant’s appearance on Google. You can’t rank in Google Maps or the “local pack” search results without one.

Given how many people use Google to find restaurants, there’s virtually nothing more important than keeping this optimized and updated.

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If a listing contains few photos, no menu, or other scanty details, there is little chance that we might eat or order food from it.

Ranveer BrarRanveer Brar

If a restaurant or cafe is new, it should have pictures, detailed information, and a menu. Without these, I’m less inclined to give it a try.

Theo ChanTheo Chan

Here are a few of the most important things to focus on:

Add your menu

People don’t always search by cuisine. Sometimes, they search for a specific dish. You’ll likely stand a better chance of showing up for their search if the dish they searched for is on the menu uploaded to your Business Profile.

For example, if I search for “carbonara” in Google Maps, this nearby restaurant pops up because this dish is on its menu:

Google returns this restaurant in the search results because it has the dish I searched for on the menuGoogle returns this restaurant in the search results because it has the dish I searched for on the menu

Given that thousands of people across the US search for “carbonara near me” (and many other dishes “near me”) every month, this is an easy but often overlooked way to show up for more searches.

Lots of people search for dishes near them every month, as Ahrefs' data showsLots of people search for dishes near them every month, as Ahrefs' data shows

Plus, even when people don’t search this way, 85% of them still use menus to pick new restaurants.

Add photos of food and drink

People eat with their eyes first, which is probably why Google says to add at least three photos of the food and drink you serve.

There’s data to back up the importance of photos, too:

  • Businesses with photos receive 42% more requests for driving directions and 35% more website clicks. (Source)
  • Businesses with more than 100 photos get 520% more calls, 2,717% more direction requests, and 1,065% more website clicks (Source)

Add table reservations and/or online ordering

Having the option to book a table on your profile reduces friction and improves your chances of converting searchers to diners. There are plenty of third-party apps that can add this functionality, such as Resy, OpenTable, and Yelp.

For online ordering functionality, there are obvious options like Uber Eats and Doordash. However, given that 40% of consumers prefer to order directly from a restaurant’s website over third-party apps, it pays to offer a more direct option.

Owner is one solution here. Their platform gives your customers the ability to order food for collection or delivery via your own website and mobile app. I asked their VP of Marketing, David Fallarme, why this is so important:

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Your restaurant’s website should be your best sales channel. The best restaurants do this by making it easy for people to order directly from your website. When you do that, you’re satisfying searcher intent.

A painful mistake that restaurants make is having a great website, but then sending people to Uber Eats or DoorDash to make an order. Not only are you giving up commission fees on people who wanted to order directly, but you’re giving Google negative user experience signals. People come to your website, then close the tab because they don’t want to order from third parties, or they just bounce right off and complete a conversion on another website.

David FallermeDavid Fallerme

Reviews are believed to be the third most important ranking factor for “local pack” results. Their importance has also grown since 2013.

Review signals are believed to be getting more important over timeReview signals are believed to be getting more important over time

This is hardly surprising, given how many diners use reviews to help them decide where to eat.

Reviews are crucial in my decision-making process. I definitely lean towards restaurants with better or more reviews. Positive feedback from others gives me confidence in the quality of the food and service, which plays a big part in whether I’ll choose to dine there or order takeout.

Jessica RandhawaJessica Randhawa

While I may not read 20-30 reviews before I make a decision, I definitely would browse through the first few reviews to see what dishes are being recommended.

Merryl FernandesMerryl Fernandes

Where should you be trying to get them? Your Business Profile is the most crucial, with 43% of diners reading Google restaurant reviews. Yelp and TripAdvisor are also important, with 31% and 16% of diners reading reviews there.

Google is the #1 source of restaurant reviews for dinersGoogle is the #1 source of restaurant reviews for diners

Here are a couple of tips for getting more reviews:

Remind diners to leave a review after their meal

Here’s a genius way to do this I found on Reddit:

Genius tip on how to get more reviewsGenius tip on how to get more reviews

If that feels a little pushy for your tastes (it does for mine!), try placing cards on tables with a QR code link to review.

Cards with QR codes are an easy and cheap way to get more reviewsCards with QR codes are an easy and cheap way to get more reviews
Source

Here’s how to create one of these:

  1. Use Google’s instructions to find your Business Profile review link
  2. Search Google for a free QR code generator and paste in your link
  3. Print the code on cards

If you want to go the extra mile, you can also buy NFC-enabled cards or cards that diners can tap with their phones.

NFC cards are even better!NFC cards are even better!

Sidenote.

If you have the option for diners to book a table online, check your reservation app. Some let you email diners to ask for a review the day after their reservation.

For takeouts, you can print them on the receipt or just stamp them on your takeout boxes.

Ask diners to review you online

69% of consumers can recall leaving a business review after being prompted by the brand within the last year.

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Here are a few places you can do this:

  • Email. Place a short call to review (with a link) at the end of marketing emails.
  • Website. Link to your TripAdvisor, Yelp, and Google Profiles.
  • Social media. Create a post asking for reviews every now and again. People following you have probably dined with you and enjoyed your food before, so they’re unlikely to leave bad reviews.

Diners don’t always search by cuisine or dish. Sometimes, they search for restaurants near a popular attraction they’re visiting.

Recently, a search for “restaurants near The Alhambra” on Google Maps helped us to find recommended spots and choose where to dine.

Ranveer BrarRanveer Brar

I often search for restaurants by proximity, especially when I’m in an unfamiliar area or after attending an event.

Jessica RandhawaJessica Randhawa

I often search for restaurants nearby when I’m out and about or traveling. I spend every summer traveling with my family, and many of our days are impromptu, so we rely on Google Maps to find nearby restaurants. Ironically, this is how we ended up at a Cat Cafe in Quebec City this summer! 

Theo ChanTheo Chan

For example, Ahrefs tells us that there are an estimated 3,100 monthly searches for “restaurants near bryant park”:

Many people search for restaurants by proximity, as Ahrefs' data provesMany people search for restaurants by proximity, as Ahrefs' data proves

Most top-ranking pages for these kinds of searches will be listicles from sites like TripAdvisor, OpenTable, and other local guides. But, it is possible for restaurant websites to rank on the first page.

For example, this local pub ranks #5 for “pubs near wembley stadium”:

Websites can rank for proximity searchesWebsites can rank for proximity searches

Here’s how to optimize for these searches in three steps:

a) Find popular attractions nearby

Most restaurant owners will already know these. If that’s you, note them down and move on to the next step. If you’re doing SEO for a restaurant and have no idea what’s nearby, use this query to ask ChatGPT:

give me a list of 10 popular attractions near: [restaurant address]. don't give me any descriptions, just a comma-separated list of attraction names

It should give you something like this:

ChatGPT responseChatGPT response

b) Check their popularity

It only makes sense to optimize for attractions where people are searching for nearby restaurants. Here’s how to check which those are:

  1. Paste the list of attractions into Ahrefs’ Keywords Explorer
  2. Go to the Matching terms report
  3. Add “restaurants near” to the Include filter.
  4. Look at which attractions get the most searches
Finding popular proximity keywords in Ahrefs' Keywords ExplorerFinding popular proximity keywords in Ahrefs' Keywords Explorer

In this case, Nationwide Arena is the most popular, but people are also searching for restaurants near Easton Town Center and Franklin Park Zoo.

c) Optimize your website for them

This is really all about mentioning the attractions on your site in natural and helpful ways.

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Here are a few ways I’ve seen this done:

Testimonials

Moran’s Bar & Grille featured a Yelp review that mentions the arena and a few related terms on their homepage:

Featuring a review on your site is a natural way to add related keywords Featuring a review on your site is a natural way to add related keywords

This is likely what helped them to rank #9 for “restaurants near nationwide arena”:

This restaurant ranks on the first page for this proximity searchThis restaurant ranks on the first page for this proximity search

Booking advice

The White Horse Pub has advice for those booking to dine before a big game or concert on their homepage: 

Featuring booking advice is a nice way to add nearly location keywordsFeaturing booking advice is a nice way to add nearly location keywords

This is likely what helped them to rank #8 for “food near wembley stadium”:

This restaurant ranks on the first page for this proximity searchThis restaurant ranks on the first page for this proximity search

Location guide

Burger & Lobster created an entire page about restaurants in the area:

Creating an entire page about the nearby location is yet another way to optimize for nearby locationsCreating an entire page about the nearby location is yet another way to optimize for nearby locations

This is likely what helped them to rank #8 for “best restaurants by rockefeller center”:

This restaurant ranks on the first page for this proximity searchThis restaurant ranks on the first page for this proximity search

However, while this seemed to work, the execution is a little spammy for my tastes. Most of the copy is just fluff that ChatGPT could write.

This content isn't great...This content isn't great...

If you want to give this tactic a shot, I’d suggest creating a page with genuine local restaurant recommendations. Your joint can be one of them, but be helpful and feature some of the other places you love, too.

Our analysis of around 14 billion pages found a clear correlation between backlinks and keyword rankings.

Data: pages with more backlinks rank for more keywordsData: pages with more backlinks rank for more keywords

Backlinks can also help diners to discover your restaurant on other websites.

I discovered a coffee shop in Boston through a recommendation from a local blogger and have been multiple times since. Her description and photos really sold me on visiting, and it was a great find. I’ve visited a few of her recommendations.

Theo ChanTheo Chan

I was able to discover a nice little bistro through a food blogger’s site that gave a detailed review and had a link to the restaurant’s page. Because of this, I had one of the most memorable meals in my life.

Ranveer BrarRanveer Brar

I’ve discovered new restaurants from food bloggers’ Instagram accounts before, as well as from blog posts. For example, I learnt about a new Mexican place in Rome from the instagram page of Wanted in Rome.

Merryl FernandesMerryl Fernandes

Getting backlinks can be challenging, but here are a few tactics to get you started:

Get food bloggers to review you

Food bloggers who review you will usually link to you from their website.

Here’s a quick way to find bloggers to reach out to:

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  1. Go to Ahrefs’ Competitive Analysis tool
  2. Switch the toggle to “referring domains”
  3. Enter your website in the “Not linking to this target” field
  4. Enter a few competitors’ websites in the “But linking to these competitors” fields
Use Ahrefs' Link Intersect report to find food bloggers to reach out toUse Ahrefs' Link Intersect report to find food bloggers to reach out to

Hit “Show link opportunities,” and it’ll show you websites linking to one or more of your competitors but not you.

The report is sorted by the number of link intersectsThe report is sorted by the number of link intersects

Eyeball the domains and food bloggers should jump out at you.

For example, three popular pizzerias in my city have links from a site that clearly belongs to a food blogger:

Example of an obvious food blogExample of an obvious food blog

Hit the caret in each competitor column and you’ll see the linking page:

Viewing the linking pagesViewing the linking pages

Each linking page in this case is a restaurant review, so it would definitely make sense to invite this blogger down for some grub in return for a review.

Reviews have benefits beyond SEO

Many food bloggers also have large followings on Instagram and TikTok, where they’ll likely also post their reviews.

For example, this blogger in my city has over 11,500 followers on Insta:

Many food bloggers have thousands of followers on social media, which is yet another non-SEO benefit to getting reviewedMany food bloggers have thousands of followers on social media, which is yet another non-SEO benefit to getting reviewed

Get “supplier” links

Every restaurant has suppliers, and those suppliers often have pages on their websites listing their “stockists.”

For example, this supplier of cured meats lists and links to all the restaurants they supply:

Example supplier page linking to nearby restaurantsExample supplier page linking to nearby restaurants

If your suppliers have a page like this, getting a link is usually as easy as reaching out and asking if they can add you.

To find these opportunities, just search Google for: [supplier name] partners|stockists

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How to find stockist pagesHow to find stockist pages

If you’re likely to have shared suppliers with competitors, you can also sometimes uncover these opportunities by searching their backlinks with Ahrefs:

  1. Go to Ahrefs’ Competitive Analysis tool
  2. Switch the toggle to “referring pages”
  3. Enter your website in the “Not linking to this target” field
  4. Enter a few competitors’ websites in the “But linking to these competitors” fields
  5. Hit “Show link opportunities”
Finding pages linking to competitors but not you in AhrefsFinding pages linking to competitors but not you in Ahrefs

If you then filter for referring pages with words like “stockists” or “partners” in their titles, you might see some opportunities:

Filtering for stockist/supplier pagesFiltering for stockist/supplier pages

Not finding any supplier pages?

If they have a blog, ask if they’d be interested in doing an interview or spotlight piece with one of their customers.

This is exactly what Adam Atkins, who runs a pizza food truck in the UK, did with one of his suppliers:

Example of an interview pieceExample of an interview piece

Most restaurant websites are a total mess.

For example, here’s the homepage for one of my favorite pizzerias:

This restaurant's website is a mess!This restaurant's website is a mess!

Everything is visually misaligned, there are buttons all over the place, and for some strange reason it’s asking me to buy a tshirt. (I don’t want a fashion show, I just want to see the menu!)

Other diners agree that a bad website leaves a bad taste in their mouths:

A bad website is a huge turn-off. For example, near where I live, I prefer ordering from Formosa Taipei over Mulan in Waltham/Lexington—even though Mulan might have slightly better food—because Formosa Taipei has a much easier ordering system. A cumbersome website can make the whole experience frustrating, so I’ll often choose convenience over slightly better quality if it means avoiding the hassle.

Theo ChanTheo Chan

An awful website can discourage eating out or ordering from certain eateries. Annoying PDF menus or complicated navigation are some examples of such issues that create a bad impression and might imply that the restaurant does not value its customers’ experience; hence, it will impact our decision whether to visit them or not.

Ranveer BrarRanveer Brar

Here are a few tips for improving your restaurant’s website for the 80% of searchers who care:

Put your menu on a page, not in a PDF

Google says more people search on mobile than desktop—and that’s across the board. For local searches like nearby restaurants, it’s probably the vast majority.

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This is why PDF menus are such a bad idea. They force potential diners to pinch, zoom, and pan their way around an ugly PDF when the same information could easily be put on a mobile-friendly page.

Nobody wants to view a PDF menu on mobileNobody wants to view a PDF menu on mobile

If you really must use a PDF, follow our SEO for PDFs guide to make sure it’s optimized. Google will still index it and it should appear in search results. But I have seen weird things happen with them…

For example, if I search for my favorite pizza restaurant’s menu on Google, this is the result:

Google ranks the wrong page when searching for this restaurant's menuGoogle ranks the wrong page when searching for this restaurant's menu

Here’s the page this takes me to:

Blank page that Google ranks. Nice one... not!Blank page that Google ranks. Nice one... not!

Despite Google having the PDF menu indexed, it chooses to send me to no man’s land—a blank page with a teeny tiny text link to the PDF menu.

If the menu was just on the page and not in an annoying PDF, this wouldn’t happen!

Make sure your site is free of technical issues

Technical issues can wreak havoc on a restaurant’s SEO.

For example, accidentally clicking the wrong button in some backend systems can deindex your entire site. The result is that your site won’t appear in Google search—at all.

Okay... so this isn't a real restaurant, but you get the idea!Okay... so this isn't a real restaurant, but you get the idea!

Not all technical SEO issues are this serious, of course, but it’s best to keep an eye on them and nip them in the bud as soon as possible.

To do this, sign up for a free Ahrefs Webmaster Tools (AWT) account and schedule regular crawls in Site Audit. This checks your site for 170+ SEO issues and groups them by importance:

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SEO issues filtered by importance in Ahrefs' Site AuditSEO issues filtered by importance in Ahrefs' Site Audit

For example, the pizzeria I mentioned above has an orphan page (page with no internal links) getting organic traffic:

Example of an orphan page issueExample of an orphan page issue

Do you recognize the page? That’s right—it’s the dodgy blank menu page from earlier. This is exactly how I found that issue. To solve this, the site should either noindex this page or, ideally, put its menu there (instead of in the ugly PDF) and internally link to it.

If you’re not sure how to solve an issue that pops up for your site, click on the “?” icon to see advice on how to fix it:

How to find advice on fixing the issueHow to find advice on fixing the issue

If you’re not SEO-savvy enough to do the fixes yourself, export the affected pages and send them to your developer or a freelancer.

Final thoughts

It doesn’t matter how amazing your food is unless you can get customers through the door. That’s why SEO matters for restaurants. Your food may do the talking once the customer is dining with you, but it’s what they see online that’ll get them there.

Got questions? Ping me on LinkedIn or X.



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