Local SEO : The Complete Local SEO Guide for Your Restaurant

“In 2025, 46% of all Google searches are local.”  - HookAgency

And while you’re busy in the kitchen, your future customers are searching for things like “best downtown restaurant,” “brunch near me,” or “patio open today.”

Within ten seconds, they make a choice…

And most of the time, they pick your competitor — simply because they show up before you on Google.

This ultimate guide to local SEO shows you, without the jargon, how to regain control over your restaurant’s visibility.

Local SEO : Understanding Local Search Optimization

Local SEO is a branch of SEO (search engine optimization) that helps a local business appear in search results when users look for a service + a location, for example: “pizzeria Lille,” “patio Bordeaux,” “sushi Paris 11.”

Your goal (and your competitors’) is to rank first, or at least appear in the top three results Google displays after the search, inside the Local Pack (the Top 3 on Google Maps).

Example of the Local Pack / Snack Pack for the search “Italian restaurant Montpellier” 

Local SEO is based on a ranking system built by Google using many factors — but mainly your Google Business Profile, your website, and your overall online authority. 

The 3 main Google ranking factors : 

1. 1. Proximity (how close you are to the customer) : Google wants to show the business that is physically closest to the user’s location.
2. 2. Relevance (your profile and website match the local search) : If your Google Business Profile and your website clearly mention things like “Sunday brunch,” “sunny terrace,” “lunch menu,” Google better understands what you offer and ranks you for those exact searches.
3. 3. Popularity / Reviews (volume, rating, and freshness of reviews) : Recent and positive reviews prove that customers genuinely love your place. Both Google and users trust this signal — making it essential to collect new (and good) reviews regularly.

Why does this matter ? 

“88% of consumers who perform a local search on their smartphone visit or call a business within the same day.” - SeoProfy

Your future customers no longer choose a restaurant on a whim, they choose it on Google.

Before walking through your door, they check your Google Business Profile, your average rating, and your most recent reviews.

Some don’t even look at your website anymore : a bad rating, incorrect opening hours, or an incomplete profile is enough to make them leave.

Even if you make the best pizza in town, if customers can’t find you, your competitor gets the reservation.

👉 Improving your local SEO means winning the battle before the service even starts.

Local SEO : Is it profitable for your restaurant ? 

“80% of local searches result in a conversion (purchase or visit).”  - WebFX

In other words: when someone searches for a restaurant near them, eight times out of ten they end up calling, booking, or coming in to eat.

And if they don’t find you?

They’ll simply go to the restaurant that appears before you on Google Maps.

More Calls and More Reservations 

The Call, Directions, and Reserve buttons on your Google Business Profile turn a simple search into an immediate action.

➡️ On average, a well-optimized profile generates 35% more clicks to the website and 42% more direction requests (Google Business Insights).

Google already gives you this storefront, you just need to make the most of it.

More Free Visibility

Local SEO is an investment, not an expense.

Once your profile and your website are optimized, you remain visible without paying per click, unlike ads.

You publish something ? It stays.

Your competitors stop running ads ? You stay ahead.

➡️ Local SEO keeps working for you even when your restaurant is closed.

Stronger Authority in the Restaurant Industry

You control your image, your displayed menu and pricing, and your online reputation by applying the right practices — often better than your competitors.

Consistency = Stable Traffic

The secret to profitable local SEO is consistency.

One post per week, frequent reviews, and up-to-date photos are enough to show Google that your restaurant is active.

➡️ This creates a snowball effect : the more visible you are, the more reviews you get, and the higher you rank.

Google Business Profile: Your Main Storefront 

“56% of Google Business Profile interactions lead to website visits, 24% to phone calls, and 20% to brand searches.” - Synup

Your Google My Business listing (now called Google Business Profile) is the cornerstone of local SEO !

A complete Google Business Profile helps the search engine rank you correctly and increases conversions — people immediately find the information they need.

Create a Google Business Profile Account

👉 Need help ? Create your Google Business Profile in 5 minutes.

From the moment you create your account, it’s essential to fill out every field accurately :

• Name, address, phone number, opening hours (including holidays), menu, accessibility, website link
• Main category (“Italian restaurant”) + secondary categories (pizzeria, vegetarian options)
• Activate action buttons: Call, Directions, Online Reservation, etc. (add as many as possible — and check what your competitors use)
• Add recent photos and Google Posts (menus, events, promotions)
• Update your profile weekly: daily specials, seasonal menu, exceptional hours, etc.

Tip : Even though it can boost rankings, avoid stuffing keywords into your business name (e.g., “Italian restaurant Montpellier”).

Why ? It’s against Google’s rules, and if a competitor reports you, your listing or your title can be removed.

How to Optimize Your Google Business Profile

Creating your profile is a good start.

But optimizing it is what truly makes the difference.

Here are the key elements to work on :

• Clear 750-character description: mention your opening date, cuisine type, what makes you unique, and naturally integrate local keywords relevant to your activity (e.g., “Italian restaurant in Montpellier,” “Sunday brunch”).
• Attributes: indicate whether you have a terrace, if your restaurant is family-friendly, or if you offer vegetarian options.
• Up-to-date online menu: add your dishes, prices, and allergen information to reassure customers and improve visibility.
• And more…

👉 Discover how to optimize your Google My Business profile in 15 steps.

How Your Website Also Supports Your Local SEO 

Your website is your menu in the eyes of Google. If you want to rank at the top, apply the right SEO best practices: a fast, clear, and well-structured site. And remember: Google is the one grading you — so you might as well aim for a perfect score.

Here are the essentials your restaurant website must include :

Fast Loading Speed

A fast website improves your search ranking and keeps visitors on your site.

If a page takes more than three seconds to load, you lose a large number of potential customers because they simply leave.

Measure your speed and fix issues using PageSpeed Insights.

Titles with Keyword + Location

Examples : “Lebanese restaurant in Lille”

It’s essential to include your keywords and your location on your website.

If not on the homepage, then create a dedicated page featuring your city or district.

Internal Linking (Interlinking)

Link together pages that cover related topics.

Example: your brunch menu linking to a blog post about the best brunch spots in Montpellier.

This strengthens your topical relevance, something Google loves.

Embedding a Google Maps Location

“Restaurant pages with structured local information generate 33% more clicks.”- Google Search Central, 2024

Include your Google Maps location on your website — either on your Contact page or in the footer.
This is essential because it lets visitors click directly and open your location in Google Maps to get directions.

It also strengthens the connection between your Google Maps listing and your website — everything Google needs to fall in love with your restaurant!

TripAdvisor, Yelp, Yellow Pages… These directories that boost your local SEO 

Online directories strengthen your restaurant’s credibility in Google’s eyes by confirming your business information and ensuring consistency across the web.

It’s essential to register your restaurant on these platforms to increase your local visibility. Some of the most effective ones include :

• Tripadvisor: great for showcasing photos, menus, and customer reviews.
• Yelp: ideal for reaching tourists and expats.
• Yellow Pages: still very well indexed by Google.

 👉 Discover the 35 best platforms to list your restaurant 

Golden rule : Maintain perfect consistency across all your listings, especially your NAP (Name, Address, Phone number, opening hours). 

“63% of consumers said incorrect information (address, phone number) would stop them from choosing a business.”  - OnTheMap

These platforms create what are called “local citations”: the repetition of your business information (NAP) across multiple websites reinforces your restaurant’s legitimacy.

They also provide inbound links (backlinks) to your website from domains trusted by Google, further strengthening your local SEO.

The Power of Customer Reviews in Your Local SEO Strategy 

“82% of consumers check online reviews before visiting a restaurant.” - Onyx8Agency

Customer reviews are the real battleground today !

More positive and recent reviews = a higher average rating = more trust from Google and potential customers = better local ranking.

A Simple Routine :

• Ask for a review at the right moment (QR code, email, SMS) — ideally when the customer has finished eating, is smiling, or is at checkout.
• Respond to Google reviews within 48 hours, using a warm, human tone.
• Include keywords naturally in your replies — Google reads them and ranks you better.
• Highlight customer reviews on your website → boosts your reputation and increases conversions.

👉 Discover how Up Review enables AI-powered automatic replies and helps you manage all your customer reviews.

Instagram, Apple, and Bing: Expanding Your Local SEO Reach 

New in 2025: Instagram Is Now Indexed on Google (and It Changes Everything)

Professional Instagram accounts can now appear in Google search results. Your carousels and Reels can capture local search intent, a new entry point for strengthening your local SEO.

It’s a powerful opportunity you should implement before your competitors do.

Quick Instagram Recipe :

• Geotag every post.
• Include the neighborhood or the full address in the caption.
• Create a carousel featuring signature dishes + your team + your location.
• Add a link to your website, your Google Business Profile, or your reservation system.

Apple Business Connect: Don’t Ignore Your iPhone Customers 

Many restaurant owners overlook Apple, yet Apple Business Connect powers Apple Maps, Siri, and Spotlight.

To optimize your restaurant’s local SEO on Apple :

• Claim your listing and add photos, opening hours, and categories.
• Use Showcase (Apple’s equivalent of Google Posts) to publish announcements, menus, and events.
• Add reservation links and your social media accounts.

Bing Places: Import Your Google Business Profile in 5 Minutes 

It’s free and fast. Bing Places lists your restaurant across the Microsoft ecosystem (Bing/Edge, Windows, Copilot).

Import your optimized Google Business Profile and sync both listings.

Bing Places is another channel to capture customers who search outside of Google.

Very few competitors use it, which is exactly where you can gain an advantage !

The Key Metrics to Track for Your Local SEO 

Each week, measure what makes the phone ring and analyze :

• Number of calls from your Google Business Profile (visible in Google Search Console)
• Direction requests from your profile
• Website clicks compared to reservation clicks
• Review volume, changes in your average rating, response rate, and response time
• Most-visited pages on your website (Search Console or Google Analytics)

What to Do If Your Local SEO Drops

• Check NAP consistency across your Google profile, directories, and website
• Publish one post per week and add a new local page
• Boost your Google review collection with Up Review
• Respond quickly and include relevant keywords
• Lighten slow pages on your website (images under 300 KB)
• Monitor competitors, and do better!

“Order with Google” Has Changed: Choose the Right Button for Your Restaurant 

Google has recently updated how the “Order” button works on business profiles.

This button can now redirect to :

• your website,
• your Google Business Profile,
• or an integration partner.

Choose the right button based on your activity and goals !

If you offer online ordering (takeout or delivery), enable the food ordering integration (takeout_dining) via :

• a redirect to your website, or
• a partner integration (E2E, Waitlists, Business Link, etc.).

If you don’t take orders, prioritize :

• Reserve (restaurant booking integration), or
• Directions, to generate more in-person visits.

Chains, Groups, or Franchises: Create a Store Locator 

A store locator is an interactive map on your website that lists all your restaurant locations.

It helps customers easily find the nearest restaurant, and it helps Google understand your local presence.

To build it effectively :

• Add each location individually
• Include links to the local pages of each restaurant
• Ensure NAP consistency (Name, Address, Phone number) across the entire site

A well-configured store locator significantly improves multi-city visibility !

Up Review: The Solution to Boost Your Restaurant’s Local SEO

Up Review helps restaurant owners appear at the top of Google and generate more reservations thanks to simple and effective tools. 

• Giveaway System: Get 5x more real 5-star reviews through gamification.

• QR Codes / NFC Plate: Collect customer reviews with a scan or a simple tap.

• SMS & Email Campaigns: Follow up with customers and build loyalty effortlessly.

• Google Review Management: Centralize all your reviews and generate AI-powered automatic replies.

• Mini-Website: Showcase your menu, opening hours, and links on a mobile-friendly mini-site.

• Dashboard: Track reviews, clicks, and calls to measure your marketing performance.

Up Review turns your restaurant into the #1 spot in your city !

👉 Request a demo of the Up Review solution 

Conclusion: Boosting Your Restaurant’s Local SEO

Your restaurant’s local SEO relies on a simple strategy :

• A complete and optimized Google Business Profile
• A fast website with pages optimized for local SEO
• Consistent listings on directories (Tripadvisor, Yelp, Yellow Pages)
• Effective review management, responses, and review collection
• Presence across additional complementary channels

FAQ: 8 Common Questions About Local SEO for Restaurants

1) What is local SEO for a restaurant?

It’s the set of actions that helps your restaurant appear in the top results on Google and Google Maps for local searches (e.g., “pizzeria Lille,” “brunch Bordeaux”).

2) How do you actually optimize a restaurant for search engines?

Create or complete your Google Business Profile, fill in all your information, add photos and your menu, collect and respond to reviews, publish regularly, optimize your website with local keywords, and register on directories (Tripadvisor, Yelp, Yellow Pages).

3) How do you optimize a Google Business Profile?

Fill out everything: categories, clear description, opening hours, photos, menu, attributes.
 Activate action buttons (Call, Reserve, Directions) and publish a Google Post every week.

4) How do you get more reviews without pushing customers?

Ask for a review at the right moment (end of the meal, via QR code, contest, email, or SMS) and make the process easy.
 Up Review’s prize-wheel contests help generate more authentic Google reviews.

5) Does having a website really help with local SEO?

Yes. A fast, well-structured site with your keywords + city, a Google Maps embed, and optimized local pages improves your ranking on Google Maps and in search results.

6) What should I do if my local SEO drops?

Check NAP consistency (Name, Address, Phone) on all your listings, publish one post per week, add a local page, respond quickly to reviews, reduce image sizes, and analyze competitors to outperform them.

7) Do directory platforms really help?

Yes. They strengthen the credibility of your information for Google and provide inbound links (backlinks) from trusted websites, which improves your local visibility.

8) What return on investment can I expect?

Better local SEO leads to more clicks, calls, bookings, and customers — without relying on advertising spend.

Nathanaël Butet, for the Up Review team ❤️