12 steps to follow to create and optimize your restaurant's Google listing

Your restaurant's Google listing is its digital shop window. Creating a listing, then optimizing and maintaining it, will help you make yourself known to many Internet users in your area.

Appearing at the top of potential customers' search results for your keywords is an undeniable lever of visibility and traction. And to achieve this, you need to work regularly on your Google listing. But what exactly does "daily work on your Google listing" mean? What steps should you take?

With an effective, well-crafted Google listing, you'll increase your visibility to a large number of Internet users. Convert new customers, and keep existing ones coming back. From this page, Internet users can: book a table, visit your website, look at customer reviews, leave reviews, find out about your opening hours, use the itinerary... The more you give access to the information Internet users are looking for, the easier it is to convert them. But it's also easier to get your listing to appear in Google search results than your own website, in the face of giants such as TripAdvisor or the Yellow Pages.

Simply entering the restaurant's name, address and opening hours when creating your listing is not enough to make it an effective lever. There are a number of steps to follow when creating your listing, and to continue to follow on a daily basis, in order to raise your restaurant's profile in the eyes of many Internet users. We've listed all the steps for you in this article, and to make sure you always have it to hand, we've listed all the steps and tips in this free download 👇

Download all the steps and tips to follow!

1. First things first: create or log in to your restaurant's Google listing

Start by visiting Google's site management interface, here. 

Scenario 1 You already have a Gmail address for your restaurant. Simply log in via this Gmail account in the "Log in" tab.

Scenario 2 You don't have a Gmail address for your restaurant. Follow the "Manage" button on the home page, then search for your restaurant in the search bar. If it doesn't yet exist, simply create it by following the steps below. 

Steps to create your Google site

> Check "local store

>Indicate your main category, according to your establishment's identity and offering. If you're a "Greek restaurant", "brasserie", "vegetarian restaurant", "café"... 

>Fill in your restaurant's postal address, telephone number and website. These details will become public, so make sure you enter the restaurant's details and not your own.

>Follow the Google validation steps. Google would like to verify that the declared establishment is really yours by means of a video.

2. Fill in/check your restaurant's key information 

Your restaurant's Google listing should provide Internet users with all the information they could possibly be looking for. General, "obvious" information, without which you wouldn't exist: name, address, opening hours, menu. These are the elements most directly sought by customers. If they can find the information they're looking for quickly and easily, your chances of them coming to you increase.

In the "Edit file" section - "About" tab : 

• Check that the name of the establishment corresponds, down to the last accent, to the name of your restaurant, then check that your main activity category represents your offer (Greek restaurant, brasserie, brunch...).

Tip : Is one category enough to define your establishment? If your restaurant is defined as "brasserie" or "French restaurant", or "sandwich shop" or "Israeli restaurant", which category should you choose? Google lets you add up to 10 additional categories to your main category. This means you'll stand out in a wide variety of searches.

• Then enter the date your restaurant was founded. If you're working on an upcoming project, specify the opening date. This gives the surfer some context. 

In the "Edit file" section - "Location" tab : 

• Check your mailing address. If it's incorrect, customers will never be able to get to you. It's vital to ensure that Internet users simply click on directions and land directly on your premises from Google Maps.

3. Specify and update your schedules

This step may seem obvious, but many restaurants have impertinent opening hours. 

In the "Edit file" section - "Schedules" tab : 

• Enter your restaurant's opening times, down to the minute. These times must absolutely correspond to your opening times indicated on other platforms (TripAdvisor, LaFourchette, Yellow Pages...). 

• Notify Google of your temporary closures, for summer vacations for example, but also exceptional closures, due to power cuts or other unforeseen events. In the event of a public holiday, you must specify on your Google listing not only whether you are closed, but also whether you will remain open. Otherwise, the search engine will inform users that "your opening times are subject to change", which will discourage customers from visiting. With consistent opening hours everywhere online, you can show the Google algorithm your presence, and avoid customer frustration when faced with a closed restaurant. 

Tip : To give Internet users even more information, add details about your opening hours: kitchen closing times (which may differ from your opening hours), happy hour times...

If your name or opening hours don't match those listed in other directories, Google considers you an unreliable restaurant. The algorithm then penalizes your position in the search results.

4. Make booking as easy as possible from the Google listing

The aim of your Google listing is to attract customers to your establishment, so that they make a reservation.

In the "Booking" section :

• Highlight the booking option. By activating this function, you'll make the booking button or link appear prominently on your listing. There are 2 scenarios here: 

1. If your reservation system integrates with Google (Zenchef, Guestonline, Zefork...), you can connect it and the button will appear at the top of your Google page.
2. If you're using another PMS, simply add the booking link that appears below your listing.

In both scenarios, your potential customers can book once they've arrived at your Google listing, without having to take another step via your website. 

5. Promote your website and menu from your Google listing

The majority of web users want to know about the menu before they make a decision, or other information of interest to them (your evening program, etc.). You need to highlight these elements.

In the "Edit file" section - "About" tab : 

• Add a link to your website, redirecting visitors to the complete world of your restaurant and more information.

• Integrate your menu link directly into Google. Even if it's already available on your website, making it accessible on your Google page will keep visitors on your page. After all, many customers want to see the menu before making a decision. 

Tip : Use the "Edit menu" feature available in your Google space. By clicking on "New customized menu", you can insert each dish on your menu, or those you wish to make visible on your listing, with their name, price, description and photo. This feature allows you to modify dishes/prices more quickly if required.

6. Add an optimized and attractive description of your restaurant

In the "Edit file" section - "About" tab : 

• Strategically write your restaurant's description. The description is important for attracting visitors, but it's also a strategic place for your local SEO. This place of expression must contain the keywords that define your restaurant, without becoming exaggerated, in order to move up in the search results. Describe your restaurant from every angle so that it appears in as many searches as possible: F&B offer, location, your special features... List your most relevant and sought-after keywords in advance, to include in your description.

Tip : Keywords refer to the terms used by Internet users to formulate their search on engines such as Google. For you, these words define your offer and location. Example: "italian restaurant paris 6" "best mafé paris" "brunch open wednesday" etc. How to choose the best keywords? Your keywords must vary to cover not only your restaurant category, offer, concept, specificities, type of cuisine, flagship dishes, but also your location, neighborhood, metro station, monuments... But they must also have a high search frequency to reach as many Internet users as possible. We'll help you define your keywords!

7. Offer a visual preview for a more attractive Google listing

Today, with the various social media image-centric sites such as Instagram and Tiktok, web users like to project themselves through photos and videos. If they arrive on your Google page and see only your logo, you risk losing their attention.

In the "Add photo" section :

• Enter your restaurant's logo. This will anchor your brand's image in the minds of Internet users. 

• Add a cover photo. Choose a beautiful photo, representative of your restaurant and its atmosphere - seen from the outside or inside. This is the first image you'll see when you enter your listing.

• Add a few photos and videos of your establishment, the F&B offer, the atmosphere. With this, you'll be giving Internet users a great overview of your restaurant.

Tip : Post new photos from time to time, especially when you have new items on the menu or on site.

Your Google listing now provides Internet users with key information about your restaurant! But is it enough? To boost your online visibility and stand out from the competition, follow our recommendations.

8. Specify any specific attributes of your restaurant

The more information you provide, the more likely you are to keep visitors on your Google page and bring them to your restaurant.

In the "Edit file" section - "More" tab : 

• Tick "yes" or "no" to fill in all the details on : 
  • Your restaurant's accessibility
  • If you need volunteers or employ refugees
  • The type of customer you welcome
  • Details of your F&B offer (vegetarian dishes, cocktails, all-you-can-eat options, children's menu...)
  • Types of payment accepted
  • If reservations are mandatory or simply recommended
  • Strengths that set you apart (fireplace, suitable for watching sports...)
  • Available services (wifi, toilet, dogs allowed...)
  • Your catering services (breakfast, brunch, catering...)
  • If you have a terrace, delivery or takeaway offer...

In this way, you'll provide potential customers with all the information they need before making a decision.

9. Make yourself easy to reach from your Google listing

Some Internet users can't find the precise information they're looking for, or simply prefer to contact you directly. To make sure you don't lose these customers, make sure you're contactable. 

In the "Edit file" section - "Contact" tab :

• Include the restaurant's telephone number. Making yourself available to Internet users means you won't miss out on customers who want to make a reservation in person, or ask specific questions before booking. 

In the "Message" section :

• Activate Google instant messaging. Just like on Instagram or Facebook, you allow web users to ask a question before booking or about their reservation. For example, "Can we prepare a birthday cake?" or "Do you have vegan options?" etc. This is a very useful feature, as long as messages are answered promptly.

Tip : When the restaurant closes for a "long period", activate the "Absent mode" on the instant messaging system. Every time you send a message while you're away, an automatic reply, written by you, is sent to the author to let him or her know. You can also activate this mode at pre-defined times (as soon as the restaurant closes). 

10. Regularly feed the form with attractive, optimized posts.

Few professionals are aware of this, because few Internet users see and watch these publications. Yet it's important to feed your Google listing with regular posts. There are several reasons for this: you're showing the Google algorithm an active presence, which it rewards by improving your ranking. These posts are also a strategic place to include keywords, and thus work on your local SEO. Posts that ultimately inform web users of your news, and invite them to make decisions. NB: Google posts allow you to feed your restaurant's image content to Google Images. Images that play a decisive role in the selection process.

In the "Add news" section : 

• Create one of the three types of post offered by Google. 

1. Add a news item: the type of content you'll use most regularly. Through this post, you can talk about a dish, a drink, the atmosphere, the team... But also when a real news takes place at the restaurant: broadcast of a soccer match, special dinner on July 14th... 
2. Add an offer: Use this type of post when you want to highlight a time-limited promotion (buy 1 get 2 free...).
3. Add an event: if you're creating an event at the restaurant, or taking part in a festival, ephemeral dinner, popup... 

Every post, 

Tip : Rename your photos with your keywords before including them in your Google posts to boost your search engine optimization. 

11. Reply to all your customer reviews 

You need to respond to all your customer reviews. Whether positive or negative, responding to them is essential to show your appreciation, understand past experience, and reflect a positive image of your establishment. Internet users read customer reviews before making their decision, and many of them consult the responses. You'll also improve your local referencing. Responding to all reviews sends positive signals to the Google algorithm.

In the "See reviews" section :

• Respond to all your customer reviews.

12. Do you deliver? 

The number of new players in the delivery sector continues to grow.

→ If you deliver to your restaurant, tell Google which areas are served by your delivery system or the one operated by the platforms.

What if managing your GMB file was child's play?

Today, it's important not only to have an online presence, but also to work on it. It's not enough to create a Google listing for your restaurant; you have to get it to the top of the search results to make yourself known to customers. It's a job that takes time and knowledge of the tool.

To help you, we've developed the MalouApp, an all-in-one solution that guides you every step of the way, on a daily basis, to position your Google listing in the top search results for your keywords. The MalouApp not only supports you in your local SEO, but also helps you boost your brand awareness on social media. We detail all the features of this unique solution here