Restaurant SEO Guide: Local Visibility in 90 Days

Overview

If you run a busy kitchen or a lean marketing team, you need restaurant SEO. It must actually move the needle on reservations, orders, and walk‑ins.

This guide is built for independent operators, multi‑location brands, and agencies serving restaurants. It offers a clear 90‑day plan you can execute between lunch rush and line‑up.

Across 12 weeks, you’ll strengthen your Google Business Profile (GBP) and fix NAP consistency. You’ll build high‑intent pages, earn reviews and local links, add restaurant‑specific structured data, and set up GA4 and Google Search Console to track results. By the end, expect more Maps impressions, calls, directions, and a measurable lift in online orders and reservations.

Use each week’s actions, templates, and checklists as your SOP. If time is tight, do the “must‑do” bullets first—this is practical local SEO for restaurants, not theory.

How restaurant SEO works: relevance, distance, and prominence

Local SEO for restaurants is driven by how relevant you are to a search, how close you are to the searcher, and how prominent your business appears online. Google explicitly states local results are based primarily on relevance, distance, and prominence. Your levers are complete GBP data, consistent citations, quality reviews, useful content, and local links (source: Google Business Profile Help).

Relevance is how well your profile and pages match what someone wants (e.g., “gluten‑free pizza” or “patio brunch near me”). Distance is geography you can’t change, but you can ensure the right categories, attributes, and neighborhood terms to qualify for nearby searches. Prominence reflects reviews, links, press, and overall web presence; for restaurants, this means strong ratings, active responses, and mentions in local media and guides.

Connect these factors to execution—complete categories and attributes, accurate NAP, menu details, great photos, and consistent review generation. You’ll earn more Map Pack visibility and clicks. The rest of this playbook turns those levers into weekly steps.

Set up your foundation (Week 1–2)

Week 1–2 is about getting the basics right so every later effort compounds. Verify and fully optimize your Google Business Profile. Run a quick site health check, and put measurement in place so you can prove progress. This is also when you audit NAP consistency and fix obvious blockers like broken links or slow mobile pages.

Here’s the fast path for Weeks 1–2:

1. Verify GBP and set primary/secondary categories, attributes, and accurate hours.
2. Add Menu, Order, and Reservation URLs with UTM tags; upload current, high‑quality photos.
3. Audit NAP consistency across your website, GBP, Apple Maps, Yelp, and TripAdvisor.
4. Install GA4 and connect Google Search Console; verify your domain and submit your sitemap.
5. Check mobile experience and Core Web Vitals; fix obvious speed/image issues.
6. Create a basic review request process (QR code on receipts, post‑visit SMS/email).

By the end of Week 2, you should see clean baseline data in GA4 and Search Console and a complete GBP. This is the foundation of effective Google Business Profile optimization.

Google Business Profile essentials for restaurants

A complete, accurate GBP is your most visible “menu” online and the heart of local SEO for restaurants. Fill every relevant field and keep it fresh. Your host stand, kitchen, and marketing all contribute to accuracy.

1. Choose precise categories: pick a specific primary (e.g., “Italian restaurant,” “Tapas restaurant”) and add secondaries (e.g., “Pizza restaurant,” “Wine bar”).
2. Enable key attributes: Dine‑in, Takeout, Delivery, Outdoor seating, Accessibility, and dietary options (Gluten‑free, Vegan).
3. Add Menu, Order, and Reservation URLs: link to your site or trusted partners (OpenTable/Resy/Toast) and tag with UTMs (e.g., utm_source=google&utm_medium=organic&utm_campaign=gbp).
4. Upload compelling photos: exterior, interior, signature dishes, drinks, and people; refresh monthly to signal activity.
5. Keep hours accurate: include holiday hours and temporary closures; inaccurate hours are a top cause of bad reviews.
6. Use Posts and Q&A: publish weekly specials and answer common questions (parking, kids menu, corkage).
7. Align with policy: respond to reviews professionally and avoid gating or incentives (see Google’s review policy guidance).

Accurate categories, attributes, and URLs directly affect eligibility and click‑through from Maps—treat GBP as a living asset and update it like a chalkboard special.

Mobile performance and Core Web Vitals

Most diners discover and decide on mobile, so speed and clarity matter. Mobile devices account for a majority share of global web traffic (about 59% in recent years). That makes a fast, readable site a business necessity, not a nice‑to‑have (source: Statista). Google recommends focusing on Core Web Vitals—Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift—to improve real‑world user experience.

Run PageSpeed Insights and the Core Web Vitals report in Search Console, then fix common issues: compress and properly size images, defer non‑critical scripts, and avoid heavy third‑party widgets that block rendering. Replace PDF menus with accessible HTML pages so guests can scan, search, and translate, and ensure “Call,” “Order,” and “Reserve” buttons are thumb‑friendly. A snappy, accessible menu page earns more clicks from Maps and helps your rankings over time (source: web.dev).

Build consistency and discoverability (Week 3–4)

Week 3–4 is about NAP consistency and citations so Google can trust your identity everywhere guests find you. Clean up mismatches in business name, address, and phone; claim key listings; and resolve duplicate restaurant listings that confuse both diners and algorithms.

Prioritize these actions now:

1. Standardize your NAP across site footer, contact page, and GBP; use the exact same formatting everywhere.
2. Claim and correct listings on Apple Maps, Yelp, TripAdvisor, Facebook, and Bing Places.
3. Add category‑relevant verticals (OpenTable/Resy, Uber Eats/DoorDash/Grubhub if applicable) with matching NAP.
4. Remove or merge duplicates on Yelp and Google; request merges with proof (photos, utility bill, or business license as needed).
5. Build a short citation list for local tourism boards, neighborhood associations, and your Chamber of Commerce.

If you operate under a brand and franchise name, pick a single “display name” and stick with it across locations. Consistency reduces support headaches, prevents review fragmentation, and strengthens your Map Pack presence.

Which directories matter most for restaurants

You don’t need 100 listings—only the ones diners actually use and Google trusts. Start with universal platforms, then add cuisine‑ or dining‑style‑specific directories based on your market.

1. Google Business Profile and Maps: the primary source of discovery and calls; keep it complete and current.
2. Apple Maps: powers iOS default navigation and Siri; claim and correct via Apple Business Connect.
3. Yelp: influential in many cities for casual dining and quick service; photos and category tags matter.
4. TripAdvisor: key for tourist areas and fine dining; add high‑quality descriptions and menu highlights.
5. OpenTable or Resy: must‑have for full‑service and fine dining; ensure your menu and reservation hours match your site.
6. Facebook and Instagram: discovery via local hashtags and reels; ensure NAP and links match your site.
7. Local tourism boards and Chamber listings: fast authority links that also drive real foot traffic.

Quick service may lean harder on Yelp and Google; fine dining should emphasize OpenTable/Resy and TripAdvisor. Either way, match NAP exactly and keep menus in sync to avoid confused guests.

Create pages that rank and convert (Week 5–6)

Week 5–6 turns your site into a conversion engine with clear pages mapped to diner intent. Focus on your homepage, menu pages, location pages, and a few helpful posts that use neighborhood vernacular and dining modifiers like “patio,” “gluten‑free,” and “happy hour.”

Prioritize these on‑site moves:

1. Use clear title tags and H1s that combine cuisine + location (e.g., “Italian Restaurant in Capitol Hill, Seattle”).
2. Publish accessible HTML menus with dish descriptions, dietary labels, and internal links to reservations/orders.
3. Build unique location pages with local landmarks, parking info, and neighborhood‑specific copy.
4. Add internal links between blog posts, menu pages, and location pages to pass relevance.
5. Optimize images with descriptive alt text and compress for speed; avoid text‑heavy images for menus.

Treat internal linking like guiding a guest through your dining room. Homepage to location page to menu to reservation should feel obvious. This structure helps both guests and Google understand your specialties and service areas.

Location page template for single and multi-location restaurants

Your location pages should read like a friendly host who knows the neighborhood. Make each page uniquely useful, avoiding boilerplate that risks duplicate content.

1. Unique intro that mentions cuisine, neighborhood name, and a signature draw (e.g., “wood‑fired pizza near the [Landmark]”).
2. Precise NAP, hours (including holiday hours), and clickable “Call,” “Directions,” “Reserve,” and “Order” CTAs.
3. Parking and transit details, with landmarks and cross‑streets diners actually use.
4. Menu highlights with dietary callouts and a link to full HTML menus; include seasonal specials if relevant.
5. 4–6 authentic photos unique to the location (exterior, interior, popular dishes, patio if you have one).
6. 4–6 FAQs that mirror GBP Q&A (kids’ menu, corkage, gluten‑free, large parties, patio heaters).
7. Internal links to the city hub page and nearby locations, and embed a Google Map.

Use a clean URL pattern (e.g., /locations/city‑neighborhood/). Add unique details for each shop to avoid duplication. For multi‑location SEO, create a city hub page that links to each neighborhood page and vice versa.

Keyword research for restaurants by cuisine and neighborhood

Think like a hungry local: combine cuisine terms with neighborhood and dining moments. Start with your own Google Search Console queries. Then expand using Google autocomplete, “People also ask,” and Google Trends to find modifiers like “gluten‑free,” “patio dining,” “late night,” “happy hour,” “brunch,” and “kid‑friendly.”

Map keywords to intent. “Best Italian restaurant Capitol Hill” is exploratory, “reserve Italian restaurant Capitol Hill” is transactional, and “gluten‑free pizza Capitol Hill” is product‑specific. Use these patterns in titles and H1s, then reflect them in on‑page copy, FAQs, and image alt text. For example, best keywords for an Italian restaurant might include “handmade pasta Capitol Hill,” “wood‑fired pizza near [Landmark],” and “Italian happy hour Seattle,” each targeting a different visit trigger.

Win trust with reviews and local PR (Week 7–8)

In Weeks 7–8, you’ll operationalize online reviews for restaurants and start a lightweight local PR plan. Create repeatable prompts at checkout, after reservations, and via email or SMS. Then earn a few authoritative local links that boost prominence and referral traffic.

Start with these quick wins:

1. Print a QR code on checks and takeout stickers that links to your GBP “Write a review” page.
2. Send a post‑visit SMS or email within 24 hours to recent diners and event guests.
3. Pitch neighborhood blogs and local publications with a seasonal menu or community story.
4. Sponsor a local event, team, or fundraiser; ask for a link on the sponsor page.
5. Submit to local tourism calendars and “best of” lists before deadlines; include photos and a concise blurb.
6. Partner with nearby attractions for cross‑promotions and links (theater nights, museum deals).

Respond to every review—positive or negative—within 24–48 hours, and follow Google’s policies to keep your account safe. Consistent, human responses can turn a 3‑star into a return visit while signaling active management to Google and future guests.

Review request and response scripts

Scripts reduce friction for your team and keep your tone consistent. Customize these with your brand voice and neighborhood details.

1. SMS (post‑visit): “Thanks for dining with us at [Restaurant] on [Street]! If you had a good experience, would you mind leaving a quick review? It helps local guests find us: [short GBP review link].”
2. Email (next morning): Subject: “How was dinner at [Restaurant]?” Body: “We loved hosting you in [Neighborhood]. Your feedback keeps us sharp—would you share a quick review? [Review link] Thanks from the [Restaurant] team.”
3. In‑venue prompt: “Love your meal? Tell your neighbors! Scan to leave a Google review.”
4. Positive review response: “Thanks, [Name]! We’re thrilled you enjoyed the [dish] and our team’s service. We’ll save you a spot on the patio next time—see you soon.”
5. Negative review response: “I’m sorry we missed the mark, [Name]. This isn’t our standard. I’ve briefed the team on [issue], and I’d like to make it right—please email me at [manager@] so we can fix it for you.”

Time your requests soon after the visit. Never offer incentives for reviews—policies aside, authentic feedback builds lasting credibility.

Add restaurant-specific structured data

Structured data helps Google understand your business and can enable richer results. For restaurants, focus on LocalBusiness/Restaurant, Menu or menu URLs, and Review/AggregateRating so your identity, offerings, and reputation are machine‑readable (see Google’s local business structured data guidance and Schema.org/Restaurant).

Mark up the business entity on your homepage or location pages with the Restaurant type, matching NAP exactly to your GBP. Add links via sameAs to your official profiles (Instagram, Facebook, OpenTable). Include priceRange, servesCuisine, and openingHours to reflect reality.

For menu schema, reference your accessible HTML menu rather than PDFs when possible. If a third‑party widget (e.g., reservations or ordering) already injects markup, avoid duplicating conflicting Restaurant or AggregateRating on the same page.

If you use a reservation partner, represent the booking experience with a clear Reservation/Reserve action in your interface and consistent reservation URLs. Ensure the URL you expose in GBP matches your on‑site link. Test your pages in Google’s Rich Results Test and monitor Search Console for enhancements and errors before deploying at scale.

Track orders, reservations, and calls (Week 9–10)

Visibility only matters if it turns into covers and tickets, so Weeks 9–10 configure measurement. Set up GA4 for restaurants with conversion events for calls, reservations, orders, and directions. Use UTM tags on menu, order, and reservation links from your site and GBP to attribute performance.

Configure these events and tags:

1. click_call: on tap of tel: links; include location name for multi‑unit reporting.
2. click_reserve: on “Reserve” buttons; capture partner vs. direct.
3. click_order: on “Order” buttons; separate delivery vs. pickup.
4. click_directions: on “Directions” links; segment by GBP vs. website.
5. view_menu: on HTML menu page views; optional but useful for intent signals.
6. UTM conventions: utm_source=google|instagram|email, utm_medium=organic|social|email, utm_campaign=brand|gbp|promo.

Use Search Console to monitor indexed pages and query trends, and review GBP performance for calls, direction requests, and website clicks. If marketplaces cannibalize direct orders, compare revenue and fees by channel over a month. Shift your CTAs and offers to favor lower‑fee direct reservations and pickup.

Core KPIs and simple reporting cadence

Keep reporting simple and focused on actions that drive revenue. Review weekly for pacing and monthly for trends.

1. GBP visibility: +15–30% impressions and +10–20% actions (calls, website clicks, directions) by Day 60–90.
2. Reviews: +10–30 new reviews/month with an average rating ≥4.4 and 100% responses within 48 hours.
3. Organic traffic: +10–25% sessions to location pages and menus by Day 90; rising non‑branded queries.
4. Conversions: track calls, reservations, and orders; aim for 2–5% session‑to‑conversion on location pages.
5. Page experience: pass Core Web Vitals on 75%+ of mobile visits; menu page LCP <2.5s.
6. Links/mentions: 3–5 new local links or quality mentions/quarter.

Create a monthly one‑pager: what increased, what didn’t, and the two changes you’ll test next. This keeps you focused on compounding wins instead of vanity metrics.

Scale to multiple locations without duplication (Week 11–12)

Scaling restaurant SEO means multiplying what works without copying it verbatim. Use a hub‑and‑spoke architecture: a /locations/ hub, city hub pages, and individual location pages with unique intros, photos, FAQs, and CTAs. Each location page should have its own NAP, hours, map embed, and Restaurant schema. Never mix addresses on a single page.

Prevent duplication by localizing details guests care about—parking, nearby landmarks, patio specifics, popular dishes at that unit—and by using unique images and review quotes per location. Internally link from the city hub to each location and between nearby locations (“Also in [City]: [Location Name]”). Link from relevant blog posts (e.g., “Best patios in [Neighborhood]”) to the matching location pages. Centralize governance with a content checklist, an image library organized by store, and a style guide for consistent review responses across all profiles.

Voice search and AI Overviews for restaurants

Voice search near me queries and AI Overviews reward clear, entity‑rich answers. Build an FAQ section on each location page that answers the exact questions people ask: “Do you have gluten‑free options?”, “Is there parking near [Landmark]?”, “Do you take reservations for 8+?”, “Is the patio heated?” Keep answers concise (1–2 sentences), repeat key entities (cuisine, neighborhood, landmark), and match your GBP Q&A.

Use natural language headings and mirror the terms locals use (“U‑District,” “the Wharf,” “Mid‑City”). Align attributes between your FAQs, GBP, and menu pages so signals are consistent. Keep hours, menu items, and reservation policies updated—freshness helps AI systems present accurate summaries. When you post to GBP, favor descriptive captions that reinforce your cuisine, neighborhood, and specialties.

DIY vs. hiring help: budget and decision framework

You can execute most of this plan with time, discipline, and a basic tool stack. Or you can hire specialists to move faster. Expect DIY costs for hosting, photo shoots, and light tools, with your time as the main investment. Agencies cost more but bring process, copy, and technical depth.

Use this quick decision guide:

1. DIY if you can dedicate 2–4 hours/week, have a simple site, and operate 1–3 locations.
2. Hire an agency if you have 4+ locations, complex menus/ordering, or limited staff time.
3. DIY if you can write or edit content and take solid photos; hire if you need net‑new content and media.
4. DIY if your site is on a modern CMS and loads fast; hire if you need technical fixes or migrations.
5. Hybrid if you want a one‑time setup (GBP, tracking, templates) and can handle monthly execution.

Typical ranges: DIY tools and content support may run $100–$500/month plus a $200–$500 local photo session; agencies often range from $750–$2,500/month for a single location and $2,000–$6,000/month for multi‑location SEO, with website projects starting around $3,000–$10,000+. Choose the path that gets you consistent execution; consistency beats bursts.

Checklist: your 90‑day restaurant SEO plan at a glance

This at‑a‑glance checklist mirrors the weekly plan so you can track progress or hand it off to a team member. Check boxes as you go and revisit monthly.

1. Week 1–2: Verify and complete GBP; add categories/attributes; add UTM‑tagged Menu/Order/Reserve URLs; set hours; upload photos; install GA4 and Search Console; fix critical mobile speed issues.
2. Week 3–4: Standardize NAP; claim Apple Maps, Yelp, TripAdvisor; resolve duplicate listings; add tourism/chamber citations.
3. Week 5–6: Publish HTML menu pages; create unique location pages; optimize titles/H1s; add internal links; compress images; add alt text.
4. Week 7–8: Launch review request flows (QR, SMS, email); respond to all reviews; pitch local media; sponsor an event; earn 3–5 local links.
5. Week 9–10: Configure GA4 events (click_call/reserve/order/directions); standardize UTMs; review GBP performance; compare marketplace vs. direct ROI.
6. Week 11–12: Build city hubs; finalize multi‑location architecture; add Restaurant/Menu/Review schema; publish entity‑rich FAQs; document governance.

Finish the quarter by reviewing KPIs, prioritizing two improvements, and scheduling your next 90‑day cycle.

Resources and references

1. Google: How local search ranking works (relevance, distance, prominence) — https://support.google.com/business/answer/7091
2. Google: Local business structured data — https://developers.google.com/search/docs/appearance/structured-data/local-business
3. Schema.org: Restaurant — https://schema.org/Restaurant
4. Google: SEO Starter Guide — https://developers.google.com/search/docs/fundamentals/seo-starter-guide
5. web.dev: Core Web Vitals — https://web.dev/vitals/
6. Google: Respond to reviews policy and guidance — https://support.google.com/business/answer/3474050
7. Google: Search Console — https://search.google.com/search-console/about
8. Statista: Share of website traffic from mobile devices — https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/