A great new article from Thomas Stern (ZOG Digital) in RunningRestaurants.com with “Why Restaurant Websites Matter in Today’s Local Search Environment“. Google algorithm changes are affecting restaurants and changing the game – making it easier for local mom & pop restaurants (with 1 location) to rank at the top of search. It’s left major restaurant chains (both corporate and franchised) struggling to catch up to the little guys.
Local searchers are actively looking for restaurants more than any other business including realtors, clothing retailers, auto part stores or pharmacies, according to YP. The opportunity to reach local searchers is huge, with four out of five consumers using search engines to find information on local businesses according to Google. Google’s research also shows that nearly 20 percent of local smart phone searches lead to a purchase within a day.
Restaurants have an untapped opportunity to increase their visibility in local search rankings and capture the attention of local searchers by developing and executing a local search engine optimization (SEO) strategy. Local SEO is a powerful marketing tool because of its ability to connect restaurants with consumers at the exact moment that the consumer is making a purchasing decision. The higher the restaurant is in local search ranking, the more likely a consumer is going to see its specific location and consider it.