What’s the point of serving good food if no one can find you online?

The question may seem provocative, but it raises a real issue. Even the best dishes won’t fill your restaurant if potential customers can’t find you on the Internet. The majority of consumers now turn to Google to choose where to eat (80% of Americans conduct a local search at least once a week, and 32% do so every day).

Let’s talk numbers:

• In New York and elsewhere, the top 3 Google results win the game: For example, if a user types "best cocktails Union Square" or "best French restaurant Soho", they will almost always choose from the top trio – 42% of users click on one of the 3 results from the local pack.

• Local visibility = real reservations. A good ranking in local searches translates directly into additional customers. Over 88% of local mobile searches result in a call or a visit to a restaurant within 24 hours, making the difference between a full house and empty tables.

• Appearing in 7th position means being invisible. 54% of clicks go to the top three results only, and 75% of users ignore the second page of Google. In other words, if your establishment doesn’t appear at the top of the list, most customers won’t even see it.

• Social media and press are no longer enough. Instagram, TikTok, press releases, all these channels are useful, but they don’t replace good visibility on search engines. If you manage multiple establishments and still rely solely on your online presence via social media or a few press articles to attract customers... it’s time to improve your local SEO.

Don’t rely solely on social media and PR

It’s tempting to think that a strong presence on Instagram or a few glowing reviews in the press will be enough to get your restaurant noticed. But in reality, most customers find where to dine through Google, not by scrolling through their news feed.

According to available data, 72% of consumers use the Google search engine to obtain information about local businesses, compared to only 33% who turn to Instagram.

Social media remains useful for retaining and inspiring your audience, but they don’t address the immediate intent of a user who types, for example, "restaurant open now near me".

Similarly, a press article may get you attention for a few days, but if your establishment doesn’t show up when a potential customer searches for "restaurant [your specialty] in [your city]", you will miss out on that reservation.

(For a multi-site chain, this is even truer: you can have a popular brand online, but each customer will still search for "the closest restaurant", and your local establishment needs to stand out.)

How to improve your restaurant’s local SEO

The good news is that you can quickly gain local visibility by applying a few simple optimizations. Here are the main actions to take so that customers find you online:

• Optimize your Google Business Profile (formerly Google My Business): This is the foundation of your local SEO. Ensure that the name, address, and phone number of your restaurant (NAP) are correct and consistent everywhere. Complete the profile with your up-to-date hours, menu, enticing photos, and a description that includes your specialties as well as the neighborhood. A well-filled and updated profile increases your chances of appearing in the famous "local pack" on Google Maps. Most of your potential customers will go through this profile – 87% of consumers use Google to discover local businesses.

• Use relevant local keywords: Integrate terms that your customers use in their searches into your website (and the description of your Google profile). For example, rather than just writing "traditional cuisine", add "traditional cuisine in Lyon" or "family restaurant Lyon 7th". These geographic and descriptive keywords will help Google associate your establishment with local searches.

• Ensure your presence on local directories and platforms: Register or update your restaurant on sites like Google Maps, Yelp, TripAdvisor, LaFourchette/TheFork, Facebook, etc. Make sure your NAP (name, address, phone number) is consistent across all these profiles. Recognized directories frequently appear in local search results, and Google will trust your business more if all online sources display the same information. Note: 62% of customers avoid a local business if they find incorrect information about it online, hence the importance of maintaining up-to-date and accurate data everywhere.

• Encourage and manage customer reviews: Online reviews are the new word-of-mouth. Encourage your satisfied customers to leave a review on Google, TripAdvisor, Facebook, or other platforms, and take the time to respond to each comment. Positive reviews will not only improve your ranking but will directly influence reservations: nearly half of consumers are more likely to try a restaurant after reading favorable online reviews. Conversely, 29% of customers will avoid an establishment due to negative reviews. Show that you take feedback seriously – a professional response to a comment can sometimes convert a dissatisfied customer into a loyal regular.

• Optimize your website for local search: Your site should highlight your location. Clearly display your full address (ideally alongside an embedded Google Maps map) and your contact information on every page, or at least on a Contact/Access page. Use Schema.org markup specific to restaurants to provide Google with structured information (menu, reviews, price range, etc.). Finally, ensure that the site is mobile-friendly and fast, as many customers will search from their smartphones right before coming in. 61% of mobile users are more likely to contact a local business with a well-designed mobile site – do not neglect this user experience.

• Apply these optimizations for each of your establishments: If you have multiple restaurants (a chain or franchises), repeat all of these optimizations for each location. Create a separate Google profile for each address (with a local phone number unique to each site if possible), and on your website, dedicate a page for each restaurant with its address, its particularities, and potentially local customer reviews. This tailored approach ensures that each establishment gains visibility among its nearby clientele.

In summary, local SEO has become essential for a restaurant to stand out in the digital age. By optimizing your online presence as described above, you ensure that your culinary reputation is accompanied by maximum visibility on Google and other search engines. Don’t let a mediocre ranking or missing information turn away clients who are ready to book with you.

It’s never too late to do it right: request a free audit of your local SEO from Sorbey.

Our experts will analyze your current visibility and help you implement the necessary improvements, so that your establishment finally appears where your customers are looking for you.