Expanding your restaurant business is a big leap. So, congratulations! However, it can also be quite a challenge. Of course, the work doesn’t stop there! You want to make sure each restaurant is successful on its own. This is where local SEO comes in as an efficient restaurant digital marketing strategy to keep your customers from all areas engaged.
With just one website, you can succeed in growing traffic conversions for multi-location restaurants through local SEO. Here is a step-by-step guide you can follow:
1. Build City-Specific Landing Pages
Start your strategy by building a page for each location. If you have 4 locations, then you need to have one landing page for each location. This helps Google understand that your restaurant business is located in 4 different city addresses. Doing so gives you more chances to rank in Google.
It’s not necessary to create one website for each restaurant as it would be more difficult to manage. With a single domain website, your restaurant brand will also gain more credibility and authority among search engines.
For each landing page, you need to have at least 200 words of content, a title tag, an H1 tag, some images, and meta description. Ideally, its URL name should contain the name of your restaurant plus your location. The basic information you should include is the opening hours, address, contact number, and menu. It would be great if you can also add the Google Map of each restaurant location.
In addition, you have to make sure you submit a sitemap for each landing page so it’s easier for Google crawlers to identify each page. You can create your sitemap manually or with the help of third-party tools. Then, go to Google Search Console – Crawl, and simply click submit.
2. Develop Local SEO Keywords
For this restaurant digital marketing strategy to work, you need to create keywords for each restaurant location and make sure your content is centered on these keywords. For example, if one of your restaurants is located in Florida, then you can create keyword phrases such as “Restaurant in Florida”, “Florida dining”, or “Florida best Mexican food.” You can replace “Mexican” with the cuisine or specialty your restaurant offers.
To incorporate these keywords to each landing page, you have to add more text paragraphs describing the story of this certain branch or including testimonials and reviews from customers. You can even add a few snippets of the opening of this location.
Again, you must include relevant information on your page and make sure each page has more than 200 words.
3. Add Your Multi-Location Restaurants to Google My Business Listings
Don’t leave it all up to Google. Most of the time, it would take time for them to find your business information. So, you need to do it yourself through Google My Business.
This is one of the most important marketing tools for restaurants and all other types of businesses.
With Google My Business, you can create one profile for each restaurant location for free so when people search for restaurants around their area, your restaurant would be part of the first few search results.
To ensure each restaurant branch gains visibility, there should be one business profile for each. As for the management of these profiles, you can access them all from your existing Google My Business account.
Each business profile should contain the following:
- Unique name and location
- Updated phone number
- Location-specific photos
- Opening hours
- A relevant category (e.g. steak house)
- A link to the menu
- A link to an online ordering portal
When doing multi-location restaurant listings, make sure to be consistent with your name and category. For example, if you listed “Ann’s Steakhouse – California,” you should not name the other location as “Ann’s Steakhouse in Chicago.” As for the category, make sure you put them under the same category unless they offer different menus or purposes (e.g restaurant vs take-out counter only).
4. Include All Locations In your Social Media Accounts
Even if you have your main website and Google My Business profiles, it’s still very important to update your social media accounts with your existing locations. With millions of people using Facebook to search for restaurants and to contact them directly, it’s considered to be an important tool in driving traffic to your website.
The same thing with Google My Business, each location deserves its own Facebook page. This way, it’s easier to advertise your special events at each location. It’s also easier to engage with your followers from a certain area or location.
The best thing about Facebook is that you can set up location pages and Facebook will add them to your main brand’s locations tab. These individual pages also appear in Facebook searches making it easier for people to find them.
5. Review and Manage Citations for Each Page
After doing all the steps mentioned above, it is important to check and review if business profiles and information posted are consistent across the web. Google is particular with how your name, address, and phone number (NAP) are listed to determine how they will rank your business in local search.
The most important thing is CONSISTENCY.
Your restaurant’s name, address and phone number should be exactly the same every time you post them online!
Another thing you should be doing after setting up all your accounts is creating and managing mentions of your business. This means going to top review websites, national aggregator websites, and city-specific directories and making sure your multi-location restaurants are listed on them, in the same manner.
With all these steps mentioned, managing your multi-location restaurants can be a breeze. If you need help in setting up a local SEO for each of your restaurant locations, simply contact us. Tulumi Digital Marketing is here to keep you on top of your game.