If you run a restaurant, your next table is often decided on a phone screen – “best brunch near me,” “late-night pizza,” “Thai takeout.” Winning those moments is what local SEO (search visibility for nearby intent) is all about. At the center of it is your Google Business Profile (GBP): the panel that shows your name, hours, menu, photos, reviews, buttons for “Call,” “Directions,” “Order,” and more. Below is a practical, restaurant-specific playbook to tighten up your GBP and the local signals that feed it.
Why local SEO matters right now
- According to BrightLocal, Google is the dominant review and discovery platform. In 2024, 81% of consumers used Google to read business reviews – by far the most of any platform. 77% check at least two review sites, and 41% check three or more, so consistency matters.
- Freshness and responses are difference-makers. 27% of consumers expect reviews from the last two weeks, and 88% say they would use a business that replies to all reviews, vs. 47% if it doesn’t reply.
Google is cleaning up spam. Search Engine Land reports that in 2023, Google blocked or removed 170+ million policy-violating reviews (up 45% year over year), plus more than 12 million fake business profiles. That’s good news for honest operators.
How Google ranks local results (the 3 levers you control)
Google’s own guidance says local rankings are informed by relevance, distance and prominence. You can’t move your building, but you can maximize relevance (complete, accurate info) and prominence (quality reviews, photos and buzz).
Translation for restaurants:
- Relevance: your categories, cuisine types, menu, attributes (e.g., “vegetarian options,” “outdoor seating”), and posts match what searchers want.
- Distance: people searching closer to you are more likely to see you – so make sure your map pin and service areas are exact.
- Prominence: volume/quality/recency of reviews, media coverage, links and how complete and active your profile is.
For a step-by-step breakdown, Google’s restaurant-specific help page is a great checklist (claim/verify, menus, Order with Google, Reserve with Google, photos, and performance tracking).
Nail the fundamentals: your GBP “source of truth”
- Choose precise categories
Primary: “Restaurant,” or better, your cuisine (e.g., “Italian restaurant”). Add one or two secondary categories only if they reflect core offerings (e.g., “Pizza restaurant,” “Wine bar”). Over-categorizing can backfire. - Exact hours (including kitchen hours + special hours)
Add “More hours” for delivery, takeout, pickup and holiday/special hours so guests aren’t surprised. If your kitchen closes earlier than the dining room, reflect that in “More hours” and your description. - Name, Address, Phone (NAP) hygiene
Use your real-world name as on signage; avoid keywords, taglines or phone numbers in the name field. Ensure the pin drops on the right door. - Select the correct attributes
Mark things like “vegetarian options,” “family-friendly,” “outdoor seating,” “live music,” “free Wi-Fi” or “wheelchair accessible.” These drive discovery in Maps filters.
Make your menu, reservations and ordering unmistakably easy
- Menu: Use the GBP menu editor to upload a clean, sectioned menu with item descriptions and prices. Avoid fuzzy PDF photos; add dish photos separately to show plating and portion.
- Reserve with Google: Connect a supported booking/waitlist partner so the “Reserve” button appears – this reduces friction from discovery to seated covers.
- Order with Google: Link your preferred online ordering provider and set it as preferred so you steer orders to the best margin channel.
Use posts strategically, including Google’s new “What’s Happening”
Google is rolling out “What’s Happening” on restaurant profiles – an area to spotlight weekly specials, events and promos, either by posting directly or syncing from Instagram/Facebook/X. Launch is phased across select countries. Make it part of your weekly routine: lunch special Tue–Fri, happy hour, live jazz Friday, chef’s table.
Tip: Treat Posts like mini-ads in search. Use crisp photos, a clear offer, times/dates and a call-to-action (Reserve, Order, Call). Consistency signals activity and relevance.
Win (and keep) more stars: a review flywheel that actually works
- Request reviews ethically and consistently.
Train hosts/servers to invite reviews after a great table touch. Put QR codes on bill wallets and takeaway receipts pointing to your GBP. - Respond to every review.
Consumers strongly prefer businesses that reply to all reviews; this is one of the most persuasive local signals you control. Keep responses short, personal and specific to the visit. - Prioritize recency.
With 27% of consumers look for reviews in the last two weeks, aim for a steady cadence, e.g., 15–20 new reviews each month for a busy mid-size venue. - Guard against fake reviews.
If you see a sudden spike of suspicious ratings, flag them and cite specifics. Google has stepped up enforcement with ML systems; more than 170M policy-violating reviews were taken down in 2023.
Photos & videos: your silent maître d’
Great visuals lift click-throughs and on-profile conversions. Upload:
- Exterior (day/night so guests recognize the frontage)
- Interior (bar, dining room, patio)
- Signature dishes & drinks (think “scroll-stopping”)
- Team & chef moments (builds trust and personality)
Follow Google’s image guidelines and keep rotations seasonal (e.g., summer patio vs. winter tasting menu).
Track what’s working in GBP Insights
Under ‘Performance’, watch:
- Searches & queries (what people typed to find you)
- Menu clicks (which sections drive interest)
- Bookings and calls from profile buttons
Use these to align posts, menu highlights and staffing. If “gluten-free pizza” spikes on weekends, promote it on Thursdays and staff for dough preparation.
Beyond Google: keep consistency across the web
While Google dominates, diners often cross-check on other platforms. In 2024, 36% of consumers used two review sites and 41% used three or more during research—so align hours, menus and photos across Yelp, TripAdvisor, OpenTable, Facebook and Apple Maps to avoid drop-offs.
A 30-day action plan for operators
Week 1 – Fix the foundation
- Claim/verify your GBP; correct categories, hours (including “More hours”) and pin location.
- Add core attributes (dietary options, outdoor seating, live music).
- Upload 10-15 high-quality photos (3 exterior, 5 interior, 5 dishes/drinks).
Week 2 – Remove friction
- Connect “Reserve with Google” and your preferred “Order with Google” provider.
- Build a structured, readable on-profile menu; link your menu URL if hosted on your site.
Week 3 – Build momentum
- Launch a weekly “Post” cadence (specials/events) and test Google’s “What’s Happening” feature if available in your region.
- Train front-of-house to request reviews; place QR codes on checks and takeout bags.
Week 4 – Measure and refine
- Review Insights for queries, menu clicks, bookings and calls – double-down on what converts.
- Reply to 100% of reviews (positive and negative). If you spot suspicious activity, flag it.
Common pitfalls to avoid:
- Keyword-stuffed names (“Joe’s Trattoria – Best Italian & Pizza Chicago”): this risks suspensions. Use your real-world name.
- Stale menus (old prices, discontinued items), mismatched hours or missing kitchen cut-off times: these create bad experiences and negative reviews. Use “More hours” and “Special hours.”
- Ignoring social proof: with consumers expecting fresh, replied-to reviews, silence looks like neglect. Build a weekly response habit.
Final thought
Local SEO is not a one-time project, it’s a set of habits. Keep your profile accurate, your visuals fresh, your posts timely and your review responses thoughtful. Do that and you’ll show up more often for the exact guests who are already hungry for what you serve and make it effortless for them to book a table or tap “Order.”
