Online restaurant marketing consists of long-term activities covering SEO. What does this abbreviation mean and why should it be included in the glossary of every restaurant owner?
What is SEO?
Search Engine Optimisation (SEO) covers activities undertaken on your website and beyond it. Online restaurant marketing – the purpose of such activities is to elevate the website to the top of the search results. Why is this important? Because as many as 72% of internet users interested in food and cooking websites visit only the top three (source). The more visits, the bigger the probability of acquiring customers and making more money.
The number of visits is even more important due to the increasing trend of ordering food remotely. People look for convenience. They want to find your website and place an order quickly though the UpMenu system. If you force them to scroll search results, you can forget about them becoming customers for long.
How does it work?
How does positioning work? A user enters a phrase in the search field such as “vegan restaurant” and the search engine robots try to display results that match the enquiry best. How to make your website display at the top? Follow the three key tips od online restaurant marketing for seo strategies for restaurants.
How to improve the position of your restaurant in the search engine??
Below, you will find three tips on how to do this:
- title, URL address, and meta description
- security certificate.
Keywords are divided into several groups:
- General phrases (e.g. restaurant).
- Long-tail phrases (e.g. vegetarian and vegan burgers in New York City).
- Branded phrases (e.g. Pizza Hut)
- Question-phrases (e.g. where can I find a good Italian restaurant in New York City?)
- Regional phrases (e.g. restaurant in New York City)
When preparing an SEO strategy, choose one of the above groups. General words are more often searched for, so they are more competitive (harder for positioning). Long-tail phrases are less often searched for but easier for positioning. Furthermore, it seems that they increase the probability of using a given service.
When you enter a phrase in the search engine, such as “vegan ramen in New York City”, you are looking for a website that offers this dish exactly and only in New York City. You have already decided so, if you find a website of a restaurant that offers meat-free ramen in the city of your choice, you will most likely go there.
The case is different when you enter a general phrase, such as “restaurant”. Even if you visit the first search result, you will most likely not choose that restaurant because you still don’t know exactly what you want. You will close the website and continue your search. This is why it is worth positioning your website with long-tail phrases.
How to pick keywords? Think about the services you offer. Then, use tools available online (e.g. ubersuggest or answerthepublic) for assessing how often customers search for a given phrase and in what format. Analyse and observe the results and test various solutions.
Final tip: remember to include keywords in the title and one sub-title. Place them in the text carefully but never spam! Google doesn’t like that.
2. Title, URL address, and meta description
Each search result is composed of three elements: title, URL address, and meta description. They don’t all look the same and this is an opportunity for you so go ahead and use it!
In these times of huge competition, you have to use every available element to draw the attention of customers. This is why you should be sure that the title of your website informs users about what it contains. It cannot be too simple, and it has to encourage people to visit your page. Meta description should be brief and on point – one sentence and a call-to-action will be sufficient. The title or meta description cannot be too long or end with several periods.
Optimise the URL address of your website. If you are selling homemade pierogis, your address should include “homemade pierogis”, instead of a string of numbers or characters that mean nothing.
A well-edited search result should notify the customer about what’s behind it. It should also be shorts and comprehensive, while encouraging the user to click (don’t forget about keywords!).
3. Security certificate
No https certificate for the restaurant website is an error which may cost you in lost customers. Currently, customer awareness on the internet is very high. They are not willing to disclose their data and even if they do, they want to be sure it’s safe. A security certificate provides such a guarantee.
On the one hand, it increases the prestige of a company. It also increases the trust of customers who see you as a reliable entrepreneur. On the other hand, an https certificate is one of the factors taken into account by search engine robots when positioning a website. Hence, it has an impact on displaying your website in search results.
SEO in online restaurant marketing – conclusion
You have learned why positioning is important for your website’s visibility in a search engine and how it converts into increased interest in your online restaurant marketing. The above three tips are just the starting point for your activities. You should also ensure quickness of loading, adjust it for use on mobile devices, and start activities that aim at acquiring links from external portals. Positioning is a long-term project that never ends.