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How to Do Local SEO for Restaurants – 5 Easy Proven Steps

How to do Local SEO for Restaurants

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Local SEO, or local search engine optimization, is a game-changer for restaurants looking to attract more customers without the high costs of paid advertising. By improving your visibility in local search results and the local map pack, your restaurant can connect with people actively searching for restaurant services in your area.

With over 10 years of experience in SEO for restaurants, I’ve already helped more than 100 local businesses rank in the top 3 results on Google—both in the map pack and organic local search results. The techniques in this guide are proven, with other restaurants already ranking #1 in their areas using the same steps.

How Do Customers Search for Dining Experiences?

When people need a restaurant, they often turn to search engines. Common local search queries include:

  • “Family restaurant near me”
  • “Best dining in [City]”
  • “Italian restaurant [Neighborhood]”

These searches demonstrate local intent, meaning users are looking for a nearby solution. Appearing in local search rankings ensures your restaurant is seen first, giving you a higher chance of turning prospective diners into regulars.

So Should You Include “Near me” on All Your Pages?

No! Google “translates” a Near me search into the location of the user that is doing the search. So the search results for the query “Dinner near me” for a potential diner in NYC are different than the results for someone from San Francisco.

We’ll cover the keywords and tactics to rank for these later in the article. You can also check out our guide on How to Rank for Near Me Searches after that.

Why Is Local SEO Important for Restaurants?

In the rest of this guide, we’ll cover:

  • How to optimize your Google Business Profile for better local search rankings.
  • Optimizing your restaurant’s website to turn it into a customer magnet without needing external local SEO services.
  • Building local landing pages to target relevant local keywords.
  • Using keyword research to dominate local search rankings.
  • Earning high-quality local backlinks from local directories and websites.

Optimizing Your Google Business Profile (GBP)

Your Google Business Profile (GBP) is one of the most important tools in doing local SEO for restaurants. It helps your restaurant appear in the local pack, on Google Maps, and in local search results. If you don’t have a GBP set up yet, this guide can walk you through the process.

Key Optimizations for Your Google Business Profile

Ensure Accurate NAP Details

NAP stands for Name, Address, and Phone Number. These details must be consistent across all platforms, including your website and local directories. Add your business name exactly as it appears in your branding. Avoid abbreviations or variations.

Set Service Areas

Use GBP’s location settings to add all areas your restaurant serves. This helps you appear in searches like “Italian restaurant near me” even if your establishment isn’t in the searcher’s neighborhood.

First you want to go and edit your Google Business Profile:

Edit the profile information google business profile

Then go to the Service Area section and include all areas you serve.

adding suggested areas in google business profile

Add High-Quality Photos

Include professional pictures of your dining area, dishes, and any awards or certifications. Avoid low-resolution images, as they can make your restaurant appear unprofessional.

Leverage Google Posts

Regularly post updates, promotions, or blogs. For example, share tips on dining or highlight a recent customer experience.

Add a post in google business profile

Focus on Google Reviews

Encourage satisfied customers to leave positive reviews on your profile. These are crucial for both local rankings and building trust with potential customers.

Respond to all reviews—both positive and negative.

For negative reviews, stay professional. Take time to reflect before responding. Explain what went wrong and how you’re addressing the issue.

The Importance of Reviews

  • Higher Rankings: Restaurants with more reviews tend to rank higher in the local pack.
  • Trust Factor: Prospective customers are more likely to trust a restaurant with numerous detailed reviews.
    • Example: Where would you go—a restaurant with one 5-star review or one with 500 reviews averaging 4.8 stars? The same logic applies to diners selecting a place.

How to Actively Get More Reviews

  • Send follow-up emails or texts to happy customers asking for feedback.
  • Read our guide on How to get More Reviews for your restaurant.

We have a more in depth guide on Google Business Profile Optimization you should also check out when you want to take it to the next level!

Pro Tip: Your Google Business Profile is the foundation of your local SEO success. Treat it as you would your dining area—keep it professional, updated, and customer-friendly.

Next, we’ll discuss how to turn your website into a local SEO lead machine.

Your Website as a Local SEO Lead Machine

Your restaurant’s website is central to attracting and converting potential customers through local SEO strategies. A few simple adjustments can optimize your site for both local search rankings and higher conversions, turning visitors into paying customers.

Key Features for Optimizing Your Website

Professional Design

  • Your website should look clean, modern, and easy to navigate.
  • Just like a well-presented dish, your website should represent professionalism.

Clear Calls-to-Action (CTAs)

  • Make it easy for visitors to take the next step, such as booking a table or ordering online.
  • Good CTA examples:
    • “Reserve Your Table Today”
    • “Order Online for Takeout”
  • Bad CTA examples:
    • “Explore Our Menu” (too vague)
    • “Contact Us” (doesn’t guide the user to a specific action)

Trust-Building Elements

  • Include customer reviews, testimonials, and certifications on your homepage and service pages.
  • Embed positive reviews directly from your Google Business Profile near CTAs to increase credibility.
  • Showcase awards or achievements, even if they are niche (e.g., “Top-Rated Dining in [Suburb]”).

Showcase Local Relevance

  • Add real photos of your dining area, team, and community events to build trust with local searchers.
  • Use a Google Maps widget to display your business location, making it easier for users to find you and boosting local intent signals to Google.

Basic Website SEO Principles

Headings (H1, H2, H3)

  • H1: The most important heading, used once per page. It should include a main local keyword, like “Top Restaurant for Family Dining in [City].”
  • H2: Subheadings for sections, such as “Our Menu” or “Customer Testimonials.”
  • H3: Detailed subheadings, like “Italian Cuisine” within an “Our Offerings” section.

Meta Titles and Descriptions

  • Include relevant local keywords in your meta titles and descriptions.
  • Example of a strong meta title: “Best Italian Dining in [City]—Reserve Your Table Today.”
  • Avoid generic titles like “Welcome to Our Restaurant.”

Trust Signals That Convert Visitors

  • Customer Reviews Section: Dedicate a section to highlight feedback from diners.
  • Case Studies: Share anonymized customer experiences to demonstrate your expertise.
  • Certifications and Badges: Display affiliations with culinary organizations or local dining accolades.

Pro Tip: Place positive reviews next to your primary CTA, such as a ‘Reserve Now’ button, to boost trust and drive conversions.

Example Restaurant Landing Page

Building Location and Cuisine-Specific Pages

Creating location-specific and cuisine-specific pages is one of the most effective local SEO strategies for restaurants. These pages help your restaurant appear in local search results when users search for terms like “Italian pizza near me” or “Handmade pasta in [area].”

Why Dedicated Pages Matter

  1. Target Local Searches
    • Google relies on pages tailored to specific local keywords to show relevant results for local searchers.
    • Example: A user in Downtown Houston searching for “Family dining near me” is more likely to find your restaurant if you have a page titled “Family Dining in Downtown Houston.”
  2. Boost Your Local Rankings
    • Dedicated pages increase your relevance for both local intent searches and specific dining options.
    • Highlighting neighborhoods, cities, or even suburbs shows Google your restaurant is deeply connected to the local community.
  3. Capture Niche Search Queries
    • Example: “Best Italian restaurant in [Suburb].” By creating pages for multiple areas, you cover a wide range of local search rankings and attract more new customers.

How to Structure These Pages

  1. Include Local Keywords
    • Use specific phrases like “Italian Cuisine in [Neighborhood]” in the title, headings, and meta description.
  2. Highlight Your Offerings
    • Provide details on what you offer, such as family dining, Italian cuisine, or takeout options.
    • Mention how your offerings address common preferences in that area (e.g., “We serve the finest Italian dishes in [City].”).
  3. Use Local Reviews and Testimonies
    • Showcase customer reviews from diners in the same area. If reviews are too general, ask diners for permission to highlight specifics (e.g., “[Restaurant Name] offers the best dining experience in [City].”).
  4. Add Visual Elements
  5. Implement Schema Markup
    • Schema is a technical SEO tool that tells search engines more about your restaurant’s location, offerings, and reviews. Learn more about local business schema here.
    • An example schema markup for a restaurant in Boston could look like this:
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Venice Beach Italian Bistro",
  "image": "https://www.example.com/images/venice-italian-bistro.jpg",
  "description": "Authentic Italian cuisine in the heart of Venice Beach, Los Angeles. Enjoy handmade pasta, wood-fired pizzas, and a cozy atmosphere.",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Ocean Front Walk",
    "addressLocality": "Venice Beach",
    "addressRegion": "CA",
    "postalCode": "90291",
    "addressCountry": "USA"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": "33.9850",
    "longitude": "-118.4695"
  },
  "telephone": "+1-310-555-1234",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "11:00",
      "closes": "22:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Saturday", "Sunday"],
      "opens": "10:00",
      "closes": "23:00"
    }
  ],
  "menu": "https://www.example.com/menu",
  "servesCuisine": "Italian",
  "priceRange": "$$"
}
</script>

The ROI of Location-Specific Pages

  • Restaurants that create local landing pages often rank in the top 5 for hundreds of keywords, driving consistent traffic without paying for ads.
  • The top average CPC for “resturant NYC” is $6. A location page ranking organically saves you thousands in advertising costs.

Pro Tip: Start by identifying the most important services and locations for your restaurant. You don’t need a new design for each page—just customize the content to reflect the area or service. If you’re on WordPress, read our article on How to Bulk Create Pages in WordPress to learn how to easily create all the location and service pages for free in just minutes.

If you are a restaurant with multiple locations you might want to check out our article on How to Do Local SEO for Multiple Locations.

Local Keyword Research for Restaurants

Finding the right local keywords is critical for boosting your local SEO rankings and making sure your restaurant appears in local search results. The good news? Keyword research for restaurants is straightforward and uncovers valuable opportunities to target local searchers effectively.

Why Keyword Research Matters

  1. Understand What Diners Are Searching For
    Potential customers often search for specific needs, like “Italian restaurant in [City]” or “Dining experience near me.” If your website isn’t optimized for these terms, those diners could choose a competitor instead.
    • Remember: “Near me” is not a term you should include on your website. Google automatically “translates” a “Near me” search into the location of the user that is doing the search
  2. Target High-Value Queries
    Focus on terms with local intent, like “Top Italian restaurant [City]” or “Affordable dining near me,” which attract people ready to dine out.
  3. Expand Into Cuisine-Specific Keywords
    Many diners search for cuisines they love. Instead of targeting only broad terms like “seafood restaurant [City],” create content for detailed searches like:
    • “Best lobster dinner in [City].”
    • “Authentic sushi experience in [City].”
    • “Vegan brunch spots [City].”

Covering these topics shows you understand your customers’ preferences and positions your restaurant as the solution.

How to Identify Local Keywords

Google Autocomplete

Start typing “Restaurant in [City]” or “[City] dining options” into Google. The autocomplete suggestions are based on real searches, providing valuable insights into what people are looking for.

Examples:

  • “Family dining [City]”
  • “Authentic sushi [City]”
  • “Affordable vegan spots near me.”

Google Keyword Planner

This free tool from Google provides search volume and competition data for various terms. You will need a Google Ads account for this. Then go to Tools > Planning > Keyword Planner.

Here you can then enter your area you serve and type in some broad keywords like your main cuisines.

And after typing in some keywords you will get a list of keyword ideas which you can scroll through and filter as you like.

  • Focus on queries with clear local intent, like “Italian dining in [City].”
  • Use filters to find related searches tied to specific dining experiences or cuisines.

Learn more about this in our article How to Do Basic Keyword Research.

Ahrefs or SEMrush

Advanced tools offer deep insights into keyword competition, search volume, and long-tail opportunities.

  • Use these tools to uncover terms like:
    • “Top-rated dining spots near [Neighborhood].”
    • “Traditional paella experience in [City].”
    • “Michelin-starred seafood restaurant [City].”

Multilingual Keywords

If you serve customers from diverse backgrounds, target keywords in their native languages. For example:

  • Spanish-language queries for Mexican restaurants:
    • “Mejor comida mexicana en [City].”
    • “Restaurante vegano asequible en [City].”

Pro Tip: Expand your keyword strategy by focusing on dining experiences your customers might search for. Covering topics like ‘Best seafood dinner in [City]’ or creating content in Spanish can help you stand out and connect with a wider customer base.”

Examples of High-Value Keywords for Restaurants

  • “Authentic Italian experience [City].”
  • “Best family dining in [City].”
  • “Affordable brunch spots near me.”
  • “Vegan dining options [City].”
  • “Seafood specialties [City].”

Tips for Using Local Keywords

  1. Include Keywords in Key Locations
    Naturally integrate keywords into:
    • Titles and meta descriptions.Headings and subheadings.The first 100 words of your content.
    Example: “Dining Hotspot in [City]—Reserve Today!”
  2. Optimize Location and Cuisine Pages
    Create dedicated pages for each cuisine and area you serve, targeting local search queries like “Vegan restaurant in [Neighborhood].” (So if you offer four cuisines in three areas you would want to have 12 pages to target these)
  3. Avoid Keyword Stuffing
    Overloading your pages with keywords can hurt rankings. Instead, use natural language to provide useful, well-written content.
  4. Write Cuisine-Specific Content
    Address popular dining styles and cuisines your target customers enjoy. Examples:
    • “Top vegan brunch options in [City].”
    • “Unique dining spots in [City].”
    • Multilingual guides for diners who speak Spanish, Mandarin, or other languages common in your area.

Pro Tip: Simply listing your dining options alongside the areas you serve is a great way to start. For example, ‘Italian restaurant serving [City], [Suburb], and [Neighborhood].’

Earning Local Backlinks and Citations

Building local backlinks and managing local citations are critical steps in improving your local SEO rankings. Backlinks act as endorsements from other websites, signaling to search engines that your restaurant is trustworthy and relevant. Local citations—mentions of your restaurant’s business name, address, and phone number (NAP)—reinforce your presence in your community and improve your local search rankings.

What Are Backlinks, and Why Do They Matter?

A backlink is a link from one website to another. Think of it as a referral: when reputable websites link to your restaurant’s website, they tell Google that your site provides valuable information.

Key Benefits of Backlinks:

  • Higher Rankings: Backlinks are one of Google’s top local search ranking factors.
  • Increased Traffic: Links from local directories or review sites can also drive potential customers directly to your site.
  • Enhanced Authority: A link from a credible source, like a dining directory or local media coverage, boosts your restaurant’s credibility.

Earning Local Backlinks

  1. Partner with Local Directories
    • Submit your restaurant’s details to reputable online directories like the Chamber of Commerce, Yelp, or dining-specific platforms like Zomato and OpenTable.
    • Ensure your NAP information is consistent across all listings.
  2. Collaborate with Local Media
    • Offer to write articles or provide expert quotes on dining topics for local newspapers or community blogs.
    • Example: Write an article on “Seasonal Dining Trends in [City]” or provide insights into a popular dining experience.
  3. Sponsor Local Events
    • Support food festivals, charity events, or tasting evenings in your area. Request a backlink from the event’s website to your homepage or a specific cuisine page.
  4. Write Guest Blogs
    • Contribute content to other local websites, like food blogs or dining-specific publications. Make sure your byline includes a link to your restaurant’s website.

Managing Local Citations

A local citation is any mention of your restaurant’s NAP information online. These mentions don’t always need to include a backlink, but they still help improve your local search rankings.

Best Practices for Local Citations:

  • Claim Listings: Ensure your restaurant is listed on major platforms like Google Business Profile, Yelp, and TripAdvisor.
  • NAP Consistency: Double-check that your NAP details are identical across all citations. Even small inconsistencies can confuse search engines.
  • Update Regularly: If you change your address or phone number, update all listings immediately.
Displayed consistent NAP Data

Why Local Backlinks and Citations Are Worth the Effort

  • Local backlinks show Google that your restaurant is part of the local community, improving your visibility in the local map pack and organic search results.
  • Accurate local business listings make it easier for local searchers to find your restaurant when they want to dine out.

Pro Tip: When contributing to local media or directories, ask for links to specific pages, like ‘Italian Dining in [City]’ or ‘Vegan Restaurant in [Neighborhood].’ This improves the value of the backlink for your SEO.

Monitoring and Improving Your Local SEO Efforts

After setting up your local SEO campaign, monitoring your performance is essential to ensure your strategies are working. Regularly analyzing your local rankings, traffic, and customer interactions allows you to adjust your approach and maximize results.

Tools to Track Local SEO Performance

  1. Google Analytics
    • Tracks website traffic, showing how many visitors come from local search results.
    • Check which pages drive the most engagement and whether visitors take desired actions, like booking a table.
  2. Google Search Console
    • Provides insights into your local search rankings and the keywords driving traffic to your site.
    • Look for queries with local intent, like “Italian restaurant near me”, and create or optimize pages for those terms.
  3. Google Business Profile Insights
    • View how often your Google Business Profile appears in searches and how users interact with it (e.g., clicks to call, direction requests).
  4. BrightLocal
    • A paid tool that tracks local rankings, analyzes reviews, and helps manage citations.

How to Analyze and Improve Your SEO Strategy

  1. Check for New Local Search Queries
    • Use Google Search Console to find new keywords that users are searching for.
    • Example: If “Vegan dining options in [Neighborhood]” appears as a query, but you don’t have a page for it, create one.
  2. Evaluate GBP Performance
    • Are users interacting with your profile? If not, consider adding more photos, regular posts, or updating service areas.
  3. Review Website Analytics
    • Track bounce rates and conversion rates on key pages. High bounce rates might indicate the content isn’t engaging or relevant to users.
  4. Adjust Based on Trends
    • If a particular dining style becomes more popular, optimize your website and local landing pages for those queries.

Tips for Ongoing Success

  • Set a Review Schedule: Regularly audit your GBP and website for outdated information or opportunities for improvement.
  • Add New Content: Create blog posts or cuisine pages targeting emerging dining trends or local search trends.
  • Experiment: Test different CTAs, headlines, or images on your website to improve conversion rates.

Pro Tip: Make it a habit to check your Google Business Profile insights monthly. Look at the search terms driving interactions and adjust your local SEO strategies to match.

Conclusion: How to Do Local SEO for Restaurants

Building a strong local SEO campaign for your restaurant is one of the most effective ways to attract potential customers while saving on expensive paid advertising. By following the steps outlined in this guide, you’ll improve your local search rankings, drive more traffic, and ultimately secure more diners without breaking the bank.

Key Steps for Local SEO Success

  1. Optimize Your Google Business Profile (GBP):
    • Complete your NAP details.
    • Add service areas, high-quality photos, and regular posts.
    • Gather and respond to positive reviews to boost both rankings and trust.
  2. Turn Your Website Into a Lead Machine:
    • Ensure a professional design with clear CTAs.
    • Embed Google reviews and add trust-building elements.
    • Use targeted local keywords in your headings, meta tags, and content.
  3. Build Location and Cuisine-Specific Pages:
    • Create unique pages for each area and cuisine you offer.
    • Incorporate local search queries and customer reviews to enhance relevance and trust.
  4. Conduct Keyword Research:
    • Use tools like Google Keyword Planner and Ahrefs to find high-value local keywords.
    • Focus on phrases with clear local intent, like “Family dining in [City].”
  5. Earn Local Backlinks and Citations:
    • Partner with local directories and media outlets.
    • Ensure your business information is consistent across all platforms.
  6. Monitor and Adjust Your Efforts:
    • Use tools like Google Analytics and BrightLocal to track your performance.
    • Regularly refine your strategies based on trends and data insights.

Prioritize Your Actions

If you’re unsure where to start, here’s a quick prioritization list:

  • Don’t have a GBP profile? Create one immediately.
  • Have a GBP but few reviews? Focus on getting more Google reviews.
  • Good GBP but unoptimized website? Update headings, CTAs, and embed your reviews.
  • Optimized website but limited pages? Build local landing pages for each cuisine and location.
  • Have everything in place? Start earning backlinks and monitoring results.

Small, consistent efforts in local SEO will lead to long-term gains. Once your foundation is in place, your restaurant will benefit from ongoing traffic and organic search results without additional costs.

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping over 100 businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

About The Author

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

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