Check the analytics of your restaurant's website. I'll bet Google is driving at least 67% of the traffic to your website. Assuming that's the case, let's agree; ranking high in Google is incredibly valuable.
And here's the thing, it ain't that hard! They have literally given us a road map on how to do it.
If you aren't yet subscribed to the Google SMB Newsletter (it's not just for small businesses, FYI), do that now. They share deep tactics that will result in your restaurant ranking higher in search results.
My good pals over at Beyond Menu (who are analytically driven and incredibly intelligent) were sharing the details on an intense research project they ran to study what happens when a restaurant ranks higher in search results on Google.
The short version of their findings: without any doubt, the higher you rank in Google searches, the more orders you get and not just incrementally, exponentially.
Want to see these kinds of results?
Here are four things you should start doing today:
1. USE GOOGLE POSTS
Check out the screenshot below from Google's newsletter.
They are literally telling you that if you share your latest offers and promotions on each of your location's Google Business Profile, it will boost your visibility.
2. CONNECT SOCIAL MEDIA
In that same section, Google is suggesting you connect your social media accounts to your Google Business Profile. This will pull all that content you work so hard to create into Google search results.
That will take you what, 3 minutes to do!??!
3. ADD / UPDATE YOUR MENU
Here is another screenshot from Google's newsletter. "Add or edit your services," translated into restaurant speak, means add your menu, including photos, names, and menu descriptions, into your Google Business Profile. This will "Enhance your online presence: Improve your visibility in Google Search and Maps."
In fact, Google uses the word "crucial," so let that speak for itself. 😎
4. ADD PHOTOS
Ranking higher in Google search results is about earning trust with Google that your restaurant is the right answer for people who are searching for what you do/serve.
One way to earn this kind of trust is to always keep your Google Business Profile up to date and always be adding content. When you log in and make a change, it sends a signal that the profile is being managed, which makes it more trustworthy.
Add brand-approved photos of your food, your store, your events, etc, at least monthly. Trust me on this.
As someone who is in the top 10% of contributors to Google Maps in the entire world, I can't recommend enough to your restaurant that you constantly, on a month-to-month basis, add brand-approved photos and videos to your Google Business Page. It will get you more views on Google Maps.
I've personally added 104 million views on Google Maps in the last year.
All that content you spend a ton of time creating for social media just so it can be seen for a fleeting moment will pay you huge dividends on your Google page.
And if you are working with content creators/influencers to bring awareness to your restaurants (good for you!), ask them to share some of the content on Google maps. It will take them 5 minutes and likely do more for you in the long run.
Wondering how I learn all this stuff?
A lot of it is testing at my restaurant, Handcraft Burgers and Brew , or with the clients I am consulting for, but I learn A LOT by attending trade shows and conferences. That's a huge reason I go to so many.
I'd urge you to do the same. Here are the show's ill be going to in the next couple of months.
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Do you need help with any of this? Send me an email rev@brandedstrategic.net
- Rev Ciancio
WHAT DOES REV DO?
*I help restaurants to build guest marketing programs.
*I help hospitality tech companies with lead generation and content marketing.