Recent studies have shown that four out of five shoppers in the US want to see search results or advertisements tailored to their local market. Are you “in” with the local crowd? Let’s take a quick look and see if your restaurant’s website is attracting the right – and the most! – customers as possible:
Won’t you be my neighbor?
Users are taking advantage of the “near me” functionality in Google more and more when it comes to searching for food and local businesses. Because search engines are auto-populating the “near me” function on both mobile and desktop, it has become easier for customers to find what they’re looking for (or potentially not looking for!) within a concentrated local area. Because most users have a phone with location services enabled, customers can quickly find results related to their wants and needs. Looking for ice cream? Now, all a customer has to do is type “ice cream” in Google Maps and all the local establishments that sell ice cream will pop up. However, a restaurant’s chance of getting greater visibility with local customers will only happen if their restaurant’s web presence is configured properly. If you aren’t jumping onboard and educating yourself on this simple and easy local marketing tactic, you are definitely missing out on local customers. Additionally, studies show that 72% of consumers who did a local search visited a store within 5 miles of their location. If you want to quickly improve your business or double-check that you are getting the results you need, head on over to Google’s Support Page to begin.
SEO, SEO, SEO
Customers are searching for local businesses on a daily basis. Local searches are driving more foot traffic and business conversion than e-commerce for many marketers and businesses. In fact, Google stated that local searches on mobile devices are growing 50% faster than mobile searches overall. Take the time to hone in on your local SEO to get more customers coming to your restaurant. In a world of competing restaurants and search results, if your text isn’t unique, enticing and descriptive, then traffic to your website will suffer. If you want to reach local customers, be sure to include the name of the city your restaurant is in and the area your restaurant serves (e.g., “Serving Manhattan and Brooklyn”) on your site. Find a keyword that describes your restaurant and use it in multiple spots within your website.
Since most local searches are coming from a mobile phone, it is critical for your restaurant’s website to be optimized for mobile devices. More than one-third of businesses admit that they still do not have a mobile-friendly website in 2017, while roughly 57% of all internet traffic now comes from smartphones and tablets. More importantly, Google has switched to a mobile-first index, which means it will prioritize mobile sites over desktop sites whenever someone is searching for a business on their mobile device. Making your website mobile is easy as long as you chose a website template and/or design that is responsive to being mobile. A study by Blue Corona (a digital marketing company) found that sites that did not switch to mobile-friendly platforms before the update in 2015 saw over a 50% drop in website traffic. This reduction occurred because Google dropped their SEO rankings, which resulted in fewer people seeing and clicking on their site. If you want to ensure that you’re website is mobile-friendly, click on this link and type in your web domain.