Search Engine Optimization, or SEO, is concerned with rankings on search engines. In the digital marketing sphere, SEO is a powerful tool for branding on the internet as it increases the chance of being discovered by target audiences. Firstly, it is important to understand how search engines such as Google determines which websites would appear on the search results page based on a number of factors such as content, content format, and device friendliness. Recent figures show that a website’s popularity—in other words, the number of monthly visits—is considered the number one factor that affects its rank on Google search results page. Additionally, recent algorithm update from Google preferred mobile-friendly content, any page that is not mobile-friendly is less likely to appear on mobile searches. In order to boost your restaurant SEO, it is advisable to design content in a way that it will help improve the brand’s ranking on search engines.
There are four effective ways to help boost SEO for your restaurant or F&B business:
Use Social Media
Social media is considered a vital part of SEO. The more dominant social media channels such as Facebook, Instagram and YouTube are essential in today’s social media marketing. Recent social media study shows that at least 63% marketers intend to increase the use of Facebook and YouTube as these are considered ‘top platforms’. Furthermore, there are billions of users on each site and these pages are the most likely to appear on the first page of search engine such as Google. Posting relevant content on social media will help a brand attract their target customers. Content on social media sites such as Facebook, YouTube and Twitter are most likely to appear on Google search results page, therefore it is a definite way to redirect users to your page. With Google’s varying algorithms and tough competition in the food and beverage market, being on top of a specific category is likely to be effective, for instance, being the “top ice cream shop”, or “new café you should try this summer”. This will help drive SEO results and web traffic, as well as increasing number of views and followers.
Experts have predicted that in 2017, SEO is more likely to be user-centric. This means optimizing content based on customers’ needs, which will increase the chance of higher ranking on Google. Including relevant keywords in your content that customers are likely to include in their search will help prompt search engines to redirect users to your pages. Well-picked keywords are likely to have higher chance to optimize the content posted online. Additionally, images with relevant keywords included in its caption could also help with optimizing online posts. Including relevant keywords in titles and the body of the text is highly recommended. Moreover, since recent studies show that the presence of keywords itself does not appear to have any effect on a website’s rank on Google search results page. Nonetheless, high-ranking pages with high-volume keywords, do have relevant keywords in their title and body of the text. Therefore, to include keywords with large search volumes are highly significant. Furthermore, highly-targetted long tail keywords have a higher chance to convert visitors into customers.
Maintain A Strong Online Presence
Currently, food and beverage posts have a high chance of going viral online, even more, once it is discovered by online news platforms. It is crucial to stay active on social media, updating content, posting new content and interacting with customers. To avoid repetition, sharing the latest news on your restaurant or F&B business will also be helpful. Recent surveys show that 40% of SEO experts admitted that content development is the most persistent issue. There are a lot of brands with not so active social media accounts, this often gives the impression that the brand is not very active online hence it will be difficult to reach them. These brands could have relevant content, yet due to their inactivity, search engines are less likely to be aware of it and customers would not find them on the first search results page. Furthermore, the number of content reposted or referenced by other websites can also customers discover your brand. Including a link to the main website is also helpful, however, it is best to avoid generic phrases such as “click here” on the link button. Instead, try including main keywords as the text, for instance, “top summer menus”.
Before visiting a place, customers would often check online reviews, and it is particularly significant in affecting their decision-making process. It is considered as user-generated content, which has the potential to affect SEO by driving online conversations around your brand as well as keyword traffic. Additionally, offering rewards for reviews is an excellent strategy to encourage customers to leave a feedback.
In conclusion, today’s digital marketing demands brands to boost their SEO in order to stay relevant and compete with other players on the market. SEO is only attainable through proper planning, execution, and monitoring. Any restaurant or F&B business is encouraged to improve their rankings on search engines, as it is one of the most important steps to be taken to gaining more visitors.