What are successful approaches for local businesses to attain top positions in popular search queries? Look beyond just smart naming and consider these innovative tactics.
Proximity holds substantial importance in local search rankings, making it essential for businesses to be near the searcher’s location to rank in ‘near me’ searches. In addition, proximity, relevance, and prominence influence how businesses feature in local search rankings.
Furthermore, businesses can harness the power of reviews, particularly those optimized with relevant keywords, to enhance their local search rankings.
A recent article on The Verge shed light on businesses attempting to gain an advantage in local search rankings by adopting clever names, such as “Thai Food Near Me.”
Intrigued by this strategy, I embarked on an exploration to assess its potential impact on local rankings and, crucially, to ascertain whether other local businesses could successfully adopt it.
Before delving into the findings, it’s essential to preface this with a mix of good and not-so-good news.
Unfavorable Update: Distance Is a Pivotal Ranking Element
In local searches, most restaurants face a challenging reality: to secure a top spot in searches like “best restaurants near me,” they must physically reside near the search user’s location.
The rationale is straightforward: distance ranks as one of the three factors influencing Google’s local search results.
Imagine a restaurant owner aspiring to have patrons in Phoenix, Los Angeles, Chicago, and New York discover their dining establishment using the search term “best restaurant near me.” To make that happen, they must optimize for the “best restaurant” and maintain a physical presence in those cities. Furthermore, their establishment should be precisely located in the searcher’s immediate vicinity.
The fundamental question arises: Must a restaurant exclusively operating in San Diego aim to secure the top spot in search results as the best option for someone in Philadelphia?
Possibly, but under specific circumstances:
- If the restaurant offers something beyond the typical sit-down dining experience, like a physical product that can be shipped to a distant location.
- It genuinely stands as the premier dining establishment in the region, prompting diners to embark on a journey of half an hour or even plan a getaway to savor its offerings.
Given the substantial volume of monthly searches encompassing terms like “best restaurants,” “best breakfast,” “best food,” and similar variants appended with “near me,” the allure of optimizing for these phrases is hard to resist.
Positive Development: Relevance and Prominence Are Significant
The encouraging aspect is that many local businesses do not require top rankings beyond their immediate vicinity. For most restaurant owners, the primary objective is to capture customers’ attention in close physical proximity through local search, thereby generating profit.
Even more promising is the availability of strategies that can assist local businesses in enhancing their relevance and prominence by leveraging popular keyword phrases.
Emphasize Review Sites with Keyword-Optimized Lists
Encourage customers to leave reviews of the restaurant on platforms such as TripAdvisor, Yelp, and similar networks that already rank for terms like “best restaurant near me,” featuring pages like “Top 10 Best Restaurants in your city.”
Highlight Keyword-Optimized Reviews
Identify keyword phrases within customer reviews that you wish to optimize for and share them on the restaurant’s website and social media platforms. For instance, if the restaurant has a blog, consider crafting a post titled “Best Restaurant in India,” showcasing a relevant review.
Engage with Local Media
Establish connections with local journalists, reporters, and reviewers to secure features in articles or content spotlighting the best restaurants in your city. Specifically, target individuals who have created similar content, along with their editors, and engage with them on the social networks where they are most active regarding interaction and reach.
Connect with Social Media Influencers
Remember that Google is one of many players in the search game. A considerable portion of Gen Z now turns to TikTok and Instagram as alternative search engines. Consequently, many search terms are also popular on social platforms. Utilize the search bar on each respective network to identify influencers, creating content aligned with keyword phrases such as “best restaurants near me” or “best restaurant in Phoenix.” Engage with these influencers and explore opportunities for collaborative content.
Introduce a New Brand to Target Additional Keywords
If you aim to target a broader range of keyword phrases beyond what the restaurant currently ranks for, consider establishing a new brand.
In summary, the landscape of local search rankings is evolving and multifaceted. While proximity remains a fundamental factor, there exist innovative strategies that local businesses can leverage to optimize for “near me” and other local search terms.
If you’re still grappling with the complexities and uncertainties, consider exploring our monthly SEO packages, where our experts can provide your needed assistance.
