|Getting Found: Driving Traffic to Your Web Site
How does your site rank in a Google search for restaurants in your area? Top listings attract new customers.
Search engines match search terms with Web sites based on keywords. Of all the ways to increase online traffic, using the right keywords is the easiest, cheapest way to start.
Choosing the Right Keywords
A Google search for the word restaurant turns up 346 million results, making it unlikely your site will rank in the top 10. So instead of relying on broad keywords, choose 2- to 4-word phrases that describe your restaurant—terms people are likely to search for.
Combine terms that describe your business, location, service type, and competitive advantage:
kenwood’s best pizza delivery
organic pizza boston
2 for 1 pizza deals minneapolis
A few terms to consider include descriptors: restaurant, pizzeria, café, bar; specialties: pizza, steak, pasta, sandwiches; locations: your city and/or neighborhoods you serve; service types: delivery, catering, take-out; day parts: breakfast, lunch, dinner; competitive advantage: banquet facilities, happy hour, gluten-free.
For help choosing keywords, check out the Google Keyword Tool and Google Insights.
5 Ways to Improve Your Ranking with Keywords
- The first place search engines look for keywords is in your site’s page titles. Give every page on your site a unique <title> tag:
Start your page title with the most important keyword for that page. Your page titles will appear in Google as links, so make them inviting.
- Next, search engines (and visitors) look at your site’s menu and links. Pack both full of keywords: replace boring click here links with search-friendly links like Speedy Pizza lunch catering menu.
- Search engines read headings to determine what a page is about. So format the main title on each page as Heading 1. Use Heading 2 and 3 for subheads. In "code view," heading text appears inside <h> tags like this:
<h1>Speedy Pizza Menu<\h1>
<h2>Pizza Coupon Deals<\h2>
Request specifically that your Web designer use <h> tags for your main headings. Not all Web designers are versed in search engine optimization: they may style for looks, but neglect to take searchability into account.
- Finally, search engines "read" the text on your site. Showing only images on your Web pages is a sure way to rank poorly in the search results. Throughout your site—especially on the home page— use keyword terms as you describe your food or services. Aim for 250+ words per page. Add keyword-rich <alt> tag captions to images too.
- Now that you have optimized your site to get a bigger share of “natural” search results, consider the next step: keyword-rich, local pay-per-click ads on Google, Yahoo—even Facebook.
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Make it easy for visitors who find you through a search
engine to order from your restaurant: include a full menu
and an easy-to-find phone number. For even more (and larger)
orders, add an online ordering menu so they can order directly
from your Web site.
a free Web demo to see how a SpeedLine system integrated
with online and mobile ordering can help you grow your business.
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