Q&A: How Google helps businesses find success on- and offline

Google provides tips and tools to help owners of small- to medium-sized restaurants boost ratings and foot traffic.

8 min read

FoodRestaurant and Foodservice

Google

A strong online presence is crucial for restaurants to thrive in today’s competitive market. Global Business Development Lead Lisa Landsman and Product Manager Mike Gnagy explain how a Google Business Profile provides restaurant owners with the tools to connect with customers and navigate the evolving digital landscape.

How critical is it that restaurants keep their Google Business Profiles up-to-date?

Landsman

Landsman: Research shows that 68% of online experiences start with a search and your Google Business Profile is often the first impression a potential customer gets of your restaurant. A comprehensive profile is key to both attracting new customers and keeping your tables full.

A strong business profile comes with a lot of benefits:

Increased visibility: The Economic Impact Report shows that every month in 2023, Google was able to drive more than 2 billion direct connections to 18 million US businesses through directions, calls, bookings, reviews and more. Businesses with complete profiles get seven times more clicks than businesses with incomplete profiles, translating into more potential customers and new and repeat business. Showcasing what makes you unique: Customers want to know more than just your address and business hours. Make it easy for them to find your menus, photos, and many other useful and unique attributes of your restaurant that will make them want to come in. According to our research, 84% of users look up the menu online before deciding on a new restaurant and menus are the single most important piece of information people rely on when deciding where to eat. What additional attributes make you stand out? Are you a Black-owned or women-owned business? Are you family-friendly? Are dogs welcome? Do you have an outdoor patio? Is there a parking lot? Is it good for groups or a date night? Do you take reservations. If you are already sharing deals, events and specials on social media, add your social media URLs to your business profile so this content gets included for your potential customers on Google. Enabling action: Many diners are looking to take immediate action when searching for a restaurant. Make sure your profile is set up to let them order online, book a table, or join your waitlist. Avoiding missed opportunities. Someone searching for “restaurants with outdoor seating” or “best Italian food near me” might never find you if your profile isn’t up-to-date. Also, incorrect hours and outdated menus can lead to frustrated customers and lost revenue. Engage with reviews. Respond to feedback and address customer concerns in a timely manner. And thank them when they are happy!

How do business images on Google – those that highlight products, services, menu items, etc. – come into play and drive traffic, both online and in-store?

Landsman: Images and video are critically important for attracting customers, both online and in-person. Think of it this way: Would you be more likely to click on a restaurant listing with mouthwatering food photos or a profile with just a plain logo?

Here’s how images help:

They grab attention. Our research shows that 82% of people order a dish because of how it looks in a photograph. Entice customers with vibrant images of your food and showcase your ambiance. Help diners understand how they will feel when dining at your restaurant with images of the interior and of people dining at your location. They show what you offer. Images give potential customers a visual representation of your restaurant’s experience. Imagine seeing photos of a cozy restaurant interior, a delicious-looking meal, or happy customers enjoying themselves. If someone is looking for a place for a girls’ night out or date night, photos and videos can help communicate the vibe. They build trust. High-quality photos demonstrate that you care about your business and want to present it in the best light. Customer-provided photos add social proof and show that others have had positive experiences.

Essentially, images help you tell your business’s story visually. They create a positive first impression, build excitement and ultimately drive more traffic to your door.

For menus, having item names, detailed descriptions, pricing and menu item photos will increase engagement with your profile. We released a case study recently with Condado Tacos showcasing the impact of adding dish photos and vegetarian attributes to a menu on their Google Business Profile. Yext and Condado Tacos saw a 10% month-over-month increase in menu interactions, a 15% increase in organic search impressions for Mexican restaurants and a 134% increase in organic search impressions for vegetarian and vegan menu options.

What features has Google implemented to make it easier for small-to-medium-sized restaurants to maximize their profiles and drive more discoverability on Google (i.e., reducing the need for manual data entry, etc.)?

Gnagy: Google is committed to helping small- and medium-sized restaurants succeed online. We’ve introduced several features to streamline profile management and boost discoverability, such as:

AI menu digitization. No more tedious manual entry. Restaurants can simply snap a photo of their menu and Google’s AI will transform it into a structured, digital menu complete with dish names, descriptions and prices. Gnagy Leverage social media. By adding social media accounts to a Google Business Profile, restaurants can not only display links for easy following but also have their posts featured directly in Google search results, providing potential customers with a richer view of their events, offerings and atmosphere. PDF menu uploads. Restaurants can now upload PDFs for crystal-clear menu presentations, ensuring customers always have an easy-to-read view of their dishes. AI-powered descriptions. Crafting compelling descriptions can be a challenge. Google’s new AI-powered tool helps restaurants write engaging profile content by analyzing their existing information and offering helpful suggestions. Preferred food ordering and menu providers. Use your profile to signal the most up to date menu and the best way to order from you by marking your “preferred” ordering provider. Attributes. From time to time, we will add new attributes for your listing. If you offer a happy hour or have an outdoor patio, make sure you have these set so that when users search for “happy hour with an outdoor patio near me” your business is listed. Ads/ Performance Max: These can help restaurants increase visibility, reach targeted customers, and measure results, all in a flexible and cost-effective way.

A few other helpful tools:

We’ve introduced a monthly newsletter with tips and tricks for businesses and created more multimedia assets to help. For example, here are a few videos with Google Business Profile verification instructions. Google has launched a Small Business Advisors program. For $39.99, businesses can schedule a one-on-one session with an advisor to provide strategic guidance on leveraging Google tools to streamline your operations and reach more customers.

How impactful are Google reviews when it comes to helping businesses respond to customer concerns and maintain strong community connections?

Landsman: Google reviews are impactful for businesses of all sizes for two main reasons: No. 1, they offer reputation management and provide valuable insights into what customers like and dislike, helping businesses identify areas for improvement and tailor their offerings to better meet customer needs. 

Secondly, responding to reviews, both positive and negative, demonstrates a commitment to customer satisfaction and shows that the business cares and is willing to take action, which can build trust and loyalty. While negative reviews are inevitable, responding to them constructively and timely can mitigate their impact. A thoughtful response can show potential customers that the business is committed to resolving issues.

If you have one piece of advice to share with restaurants regarding what they should do to be successful on Google and ultimately drive more customers in the door, what would it be?

Landsman: Take off your business operator hat and view your profile from a customer perspective. Would you choose your restaurant based on what you see? Treat your Google Business Profile like your restaurant’s online front door. Keep your information fresh, engage with customers, and showcase what makes your restaurant special. An outdated profile can lead to missed opportunities, while an actively managed one can increase engagement and visibility.

3 quick actions to boost your business now:

Update your menus: Keep your offerings fresh and enticing Add social media links to your Google Business Profile: Showcase your latest events and deals to a wider audience Subscribe to our newsletter: Get monthly Google Business Profile tips delivered to your inbox.

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