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GUEST BLOG: An Edinburgh Restaurant’s Guide to SEO – 9 Tasty Local Digital Marketing Tips

October 19, 2017

 

 

As a restaurant owner in Edinburgh you are undoubtedly looking for ways to gain more

publicity for your restaurant and more customers through the door. 

 

Edinburgh’s restaurant scene is more competitive than ever and with over 1800 eating houses listed on TripAdvisor. 

 

With differing cuisines ranging from fine Italian food at Locanda De Gusti located 5 minutes from Haymarket, or you can give your taste buds a Thai treat at Ting Thai Caravan and even experience Mumbai at the Dishoom in St Andrew’s Square. 

 

Your time to Shine

 

Standing out from the crowd and enticing customers through the door can be a challenging task.

 

Being a digital marketing company in Edinburgh who enjoys the vast range of cuisines on our doorstep, we thought we would help you guys out. We have put together a list of helpful and effective tips which will help your restaurant’s website be found by potential customers. 

 

The list of 9 basic SEO tips will be sure to maximise your potential in online search results and as a result, send more traffic (and customers) your way!

 

The number of restaurants in Edinburgh is staggering, the number of tourists even more so. Yet before they get here they need to find places to eat.

 

The Competition

 

According to TripAdvisor there are currently 1,871 eating houses within the capital city, offering cuisines from all over the world.

 

Unfortunately, only a handful of establishments make it into Google Search Results, which is essentially the biggest billboard in the world.

 

That means 1,871 restaurants competing for page 1 on a handful of search terms.

It is vital to have a game plan to keep yourself in front of the right audience.

 

If potential customers can find you easily online, you stand a much better chance of getting more people through the door.

 

We love our city and we love our food. So, we sat down and put together a list of the basics we think every establishment should be doing.

 

For context the top 3 results on Google account for 60% of all clicks in the Google Search Pages, so this is pretty important.

 

 

1. Local Business SEO 

 

Local SEO is where you make sure your site is ticking all the boxes so Google can provide a helpful resource to people when they search something like – Steakhouse Edinburgh or Italian Restaurant

 

Edinburgh. This is what is going to help you get noticed.

 

 

2. ​Google My Business

 

GMB (Google my business) is a free Google service that makes it simple for restaurants to be found online, it’s that box that pops up on the right-hand side of Google.

 

By creating a GMB account you also gain exposure on Google Maps (so hungry customers know exactly where you are), allows you to display your contact details (so hungry customers can easily get in contact) and allows you to display your opening times (so hungry customers know when to come by).

 

By having a GMB account not only will you get access to all the above, but your local rankings could see an improvement, and potentially you can gain a spot in Google’s local top 3 listings. If you take anything from this, make sure you create yourself a GMB account!

 

 

3. Be Active on Social Media

 

Look, you don’t have to be on it all the time but keeping up to date social feeds is important. Not only so you can show off with pictures of your food, your place, you can broadcast the character of your place.

 

Any look through TripAdvisor will show you that the mismatch of expectations and reality is the main cause of negative reviews. 

 

Having active social accounts will help people understand you better and it gives you an opportunity to engage with people who are more likely to enjoy your restaurant!

 

 

4. Local Directories 

 

There are loads of free online directories out there which people will use to find your

restaurants and leave reviews after their visits. 

 

Make sure your restaurant’s website is listed on all of them which are relevant.

 

Create accounts on sites such as Tripadvisor, Yelp, Yellow Pages, Foursquare, VisitEdinburgh

and make sure all the information you enter is correct, the images you upload are of the highest quality and the copy you write is interesting and enticing.

 

 

5. Blog at Least Once a Month

 

A blog is a valuable tool, it is something we love to do here at The SEO Agency. It’s a simple and easy way to connect and share relevant information with your customers.

 

Things such as new additions to the menu, inspiring recipes, Good reviews you have received, experiments with flavours/dishes to name just a few. Regular blog posts containing high quality content are much more likely to be shared/engaged with by potential customers.

 

Building confidence, relationships and ultimately a customer. Do not miss out on opportunity to create free PR.

 

 

6. Technical SEO

 

Whilst Local SEO is important, if your restaurant’s website is unresponsive on mobile, hard to navigate, contains low quality images, no easily accessible menu and hidden contact

information you are fighting a losing battle. 

 

 

​7. Mobile Friendly Website

 

A large number of potential customers in Edinburgh will be looking for somewhere to eat whilst on the go. 

 

They will get out their mobile phones and search phrases such as “Italian Restaurant

near me” or “Best Italian Restaurant in Edinburgh” and will take a look at the results that

appear on the first page. 

 

If they find your restaurant’s site and discover the text is too small, they cannot navigate to your menu and your contact details are nowhere to be seen, they will leave and find a site which fulfils their expectations.

 

This is why your site should be mobile friendly.

 

Large readable text, large buttons with generous spacing, easy to find menu/contact pages.

Check out our helpful infographic on the important of being mobile friendly for more information.

 

 

8. Optimise for Local Keywords

 

There are a number of on page elements that you can optimise to aid your page 1 ranking attempt for your restaurant in York. Things such as:

 

Title tag: Including your chosen keyword in your title tag eg. “Best Italian Restaurant Edinburgh – Locanda de Gusti”

 

H1 Tag: Having an optimised H1 tag to visitors can confirm they are on the page they expected to see.

 

Meta Description: Ensuring your Meta Description is optimised to increase click through rate. 

 

Page Content: mentions your keywords within the page copy. However, a good rule of thumb is to use keywords if it makes sense to ie does it benefit the user? If the answer is no, then don’t use it.

 

Alt Text: All image alt tags have solid descriptions of what the image is about and what is being shown to the user.

 

 

9. High Quality Imagery

 

Everyone likes high quality images and every business deep down, knows they need them. 

 

So why not take a bit of time to get some pictures of your place and your food? Even if you don’t have much budget just get the basics right: level, well-lit photos that show off your restaurant will fill potential customers with confidence and confidence really is the magic ingredient.

 

The same applies to your content, if you’ve got time to do it – great. Spend some time creating content that is entertaining and informative. The more time people spending interacting with you or something you’ve made, the more likely they are to visit.

 

We hope you learnt something! If anyone wants to send us any tasty recipes as a knowledge

trade, that would be more than fine with us – we’re lacking a good one for Chicken Shawarma.

 

If you’d like to get in contact with us, regarding anything to do with Digital Marketing you can do by reaching out on email hi@seoagencyedinburgh.co.uk

 

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