How Restaurants and Cafés Can Use Local SEO to Drive Foot Traffic

Running a restaurant or café has never been more competitive. Between rising costs, delivery apps, and customers spoilt for choice, attracting people to your venue can be tough. The good news? Many Australians still search online before deciding where to eat. That’s where local SEO (Search Engine Optimisation) becomes your secret weapon.

Local SEO helps your business appear in search results when people nearby look for places to eat. If someone types “best brunch near me” or “Italian restaurant in Brisbane,” you want your venue to show up at the top of the list. Done well, it drives foot traffic, not just website clicks.

This blog unpacks how restaurants and cafés can harness local SEO to increase visibility, attract loyal diners, and stand out in their community.

Why Local SEO Matters for Restaurants and Cafés

The modern diner’s journey begins online. According to Think with Google, 76% of people who search on their smartphone for something nearby visit a business within a day, and 28% of those searches result in a purchase. For restaurants and cafés, this often means a meal enjoyed on-site.

Local SEO is about connecting your venue to people who are actively searching with intent. Unlike broad advertising campaigns, it targets customers right when they’re ready to make a decision.

Imagine two cafés in Melbourne: one has optimised its Google Business Profile with photos, reviews, and updated opening hours; the other has no profile and outdated information online. Guess which one a customer will trust more?

For small hospitality businesses, local SEO levels the playing field. You don’t need a massive marketing budget to compete with large chains, you just need a smart, well-executed local strategy. Partnering with a skilled marketing consultant can make this process far smoother.

Optimise Your Google Business Profile

Your Google Business Profile (GBP) is the cornerstone of local SEO. It’s what shows up on Google Maps and the local “3-pack” (the three highlighted businesses in search results).

Key steps to optimise your GBP:

• Claim and verify your profile: This ensures you control how your business appears online.
• Add accurate information: Include your address, phone number, website, opening hours, and menu links.
• Upload high-quality photos: Pictures of your dishes, interior, and happy customers make a big impact.
• Keep it updated: Change opening hours for holidays, update specials, and respond to reviews.

Google prioritises businesses that actively manage their profiles. A well-maintained GBP signals reliability and helps customers trust you before they even walk in.

Encourage and Respond to Online Reviews

Reviews are the digital version of word-of-mouth. Diners often check Google, Facebook, or TripAdvisor reviews before booking a table. More reviews (and better ratings) can directly influence where people choose to eat.

• Encourage reviews: Ask happy customers to leave feedback. A small card with a QR code linking to your review page can work wonders.
• Respond to all reviews: Thank customers for positive comments and address any negative ones professionally. This shows you care about feedback.
• Use reviews as content: Share glowing reviews on your website or social media to build credibility.

Search engines also use reviews as a ranking factor. Businesses with strong ratings often appear higher in local search results, giving you an edge over competitors. Having a Fractional CMO oversee your digital reputation can add polish and consistency.

Optimise for “Near Me” Searches

When someone types “cafés near me” or “best dinner spots near me,” Google uses location data to suggest results. To capture these searches:

• Use local keywords: Include phrases like “café in Southbank Melbourne” or “family-friendly restaurant in Sydney CBD” on your website.
• Embed maps: Adding a Google Map to your contact page helps search engines (and customers) find you.
• Consistent NAP citations: Ensure your Name, Address, and Phone number are the same across all online platforms, website, social media, and directories.

This consistency signals trustworthiness to search engines, improving your chances of appearing in local search results.

Mobile-Friendly Websites Are Non-Negotiable

Most diners searching for restaurants do so on their smartphones. If your website is slow, clunky, or hard to navigate, you risk losing them before they even see your menu.

Invest in a mobile-optimised website that:

• Loads quickly (under three seconds is ideal).
• Has easy-to-click menus and buttons.
• Features up-to-date menus, photos, and contact details.
• Integrates online booking or ordering systems.

A smooth mobile experience ensures customers can go from searching to booking a table in just a few taps.

Use Local Content to Stand Out

Beyond menus and contact details, your website can feature locally relevant content. This helps build authority and connect with your community.

Examples include:

• Blog posts about local food trends or events in your suburb.
• Announcing collaborations with local suppliers (e.g., a bakery or brewery).
• Sharing news about community involvement, such as sponsoring a local sports team.

Search engines love fresh, localised content. Plus, it gives customers a sense of your brand personality and values.

Social Media and Local SEO Work Together

While social media doesn’t directly influence SEO rankings, it plays an indirect role in driving visibility and engagement.

• Use geo-tags and location hashtags on Instagram and Facebook.
• Encourage diners to tag your venue in their photos.
• Share specials, events, or live music nights with your local community.

The more people talk about your venue online, the more signals search engines pick up about your relevance to the local area. A marketing recruitment partner can help you find talent to manage these channels effectively.

Partner with Local Directories and Food Apps

Beyond Google, customers also discover restaurants through directories like Zomato, Yelp, TripAdvisor, and OpenTable. Listing your business on these platforms boosts visibility and provides backlinks to your website, which helps SEO.

Make sure each listing is:

• Complete with accurate information.
• Updated regularly.
• Monitored for reviews and customer questions.

This multi-platform approach ensures you capture traffic from all possible discovery points.

Track and Measure Your Local SEO Success

To know if your efforts are working, track your performance with tools like:

• Google Analytics (monitor website traffic and conversions).
• Google Search Console (see which keywords bring people to your site).
• GBP Insights (view calls, direction requests, and customer actions).

Tracking allows you to refine strategies and double down on what’s working.

The Role of SEO Specialists in Hospitality

While many of these steps can be DIY, a professional touch can make a big difference. An SEO specialist understands the nuances of keyword targeting, technical optimisation, and content creation specific to hospitality businesses.

We connect venues with experienced specialists who tailor strategies for restaurants and cafés. From managing reviews to optimising Google Business Profiles, they ensure your venue stands out when locals search for their next meal.

Next Steps for Driving Foot Traffic

For restaurants and cafés, local SEO is needed. Customers are searching online before deciding where to dine, and showing up at the right moment can mean the difference between an empty dining room and a bustling service.

By optimising your Google Business Profile, collecting reviews, ensuring mobile-friendliness, and producing local content, you’ll build a strong digital presence that translates into foot traffic.

Whether you’re a cosy café in Brisbane or a bustling restaurant in Sydney, local SEO ensures your tables stay full. Hire a SEO Specialist today and turn online searches into paying customers.