If your restaurant isn’t showing up on the first page of Google (especially on mobile), those potential customers are heading to competitors — or worse, to third-party delivery apps that take a hefty cut of every sale.

SEO (Search Engine Optimization) ensures that your restaurant’s own website appears when people search locally, giving you a direct path to customers before they hit Uber Eats or DoorDash. It’s the most sustainable and cost-effective way to drive direct online orders — without paying 20–30% commissions to delivery platforms.

The Core SEO Principles for Restaurants

Good SEO doesn’t happen by accident. It’s the result of consistent, structured optimization across your menu, website, and local listings. Let’s break down the most important components of a strong restaurant SEO strategy:

1. Keyword Optimization: Speak Your Diners’ Language

Every restaurant has a unique identity — and your website should reflect it through targeted keywords that match what customers are searching for.

• Primary keywords: Focus on cuisine + location (e.g., “Italian restaurant in Austin”, “BBQ in Memphis”).

• Secondary keywords: Include dish types, experiences, and features (“outdoor patio dining,” “family-friendly restaurant,” “order tacos online,” “vegan brunch”).

Each page on your site — from your homepage to your menu and order pages — should target specific, relevant search phrases. For example:

• A page titled “Order Pizza Online in Seattle” might include keyword-rich copy like “Enjoy Seattle’s best thin-crust pizza, available for pickup or delivery directly from our website.”

• Your menu page should use both your cuisine and city name: “Authentic Thai Food in Austin — Order Direct for Pickup or Delivery.”

Local intent matters. Google prioritizes results that match where the user is searching from, so combining cuisine, location, and service type helps you rank higher and convert faster.

2. Structured Data (Schema): Speak Google’s Language

Structured data (also called schema markup) helps Google understand your website’s content. Think of it as adding labels to your pages that say, “This is our menu,” “These are our hours,” and “Here’s how to order.”

Adding schema allows Google to display rich results — such as your menu items, prices, star ratings, and hours — directly in search results. This not only improves visibility but also boosts your click-through rate (CTR).

For restaurants, the most important schema types include:

• Restaurant schema (business info, cuisine type, hours, address)

• Menu schema (menu categories, items, descriptions, prices)

• Review schema (customer ratings and testimonials)

Platforms like Town automatically include this structured data in your site setup, meaning you don’t have to manually code or configure anything — it’s built-in SEO best practice from day one.

3. Page Speed and Mobile Experience

In 2025, over 75% of restaurant website traffic comes from mobile devices. Google’s “mobile-first” indexing means that if your site loads slowly or isn’t responsive, your rankings (and conversions) will suffer.

A few simple improvements can make a huge difference:

• Optimize all food photos for web (compress without losing quality).

• Use caching and modern hosting to speed up page load times.

• Ensure menus, buttons, and online ordering flows are easy to navigate on smaller screens.

Town’s websites are built mobile-first, ensuring your online ordering system is lightning-fast and Google-friendly out of the box.

4. Local Citations and Google Business Profile

Your Google Business Profile (GBP) is arguably more important than your website when it comes to local SEO. It’s what shows up in Google Maps and the “local pack” — those top 3 listings that appear for “restaurants near me.”

To maximize your visibility:

• Keep your Name, Address, and Phone Number (NAP) consistent across all platforms.

• Upload high-quality food and ambiance photos regularly.

• Encourage happy customers to leave Google reviews (and respond to them).

• Add links to your direct online ordering page instead of third-party delivery apps.

Make sure your information also matches on Yelp, Facebook, TripAdvisor, and any local directories. Consistency signals trust and reliability to search engines.

Beyond Basics: Advanced SEO Tactics for Restaurants

Once the foundations are in place, take your SEO strategy to the next level with these advanced techniques:

1. Create Content Around Local Search Intent

Blog posts or landing pages that target “long-tail” keywords can drive additional traffic. Examples:

• “The 10 Best Spots for Tacos in Dallas (and Why Locals Love Us)”

• “How to Order Authentic Sushi Online in San Diego”

• “Your Guide to the Best Family Dinner Takeout in Atlanta”

These content pieces can rank for related queries and showcase your restaurant’s expertise, helping build authority and backlinks.

2. Optimize for Voice Search

With smart speakers and voice assistants rising, people are now saying things like:

• “Hey Google, where can I order Thai food near me?”

• “Alexa, find a pizza place open late.”

Use natural, conversational language on your website and include FAQ sections with answers like:

• “Do you offer delivery in [City Name]?”

• “Can I order online from [Restaurant Name]?”

3. Build Backlinks from Local Sources

Earn links from local food blogs, newspapers, event listings, or business associations. Backlinks from relevant, trusted domains help your website rank higher and increase traffic.

4. Track and Adjust

Use Google Search Console and Google Analytics to track performance. Look for:

• What keywords drive the most clicks

• Which pages generate direct orders

• Mobile vs desktop performance

Platforms like Town include integrated analytics dashboards so you can see not just site visits — but how many of those visits turned into real orders.

The Direct Order Advantage: SEO + Ownership = Profit

SEO isn’t just about ranking — it’s about owning your digital presence. When diners find you through Google and place an order on your own website, you save on third-party fees and build long-term loyalty.

A well-optimized restaurant website can drive:

• 20–40% more direct orders

• 2–3x higher repeat order rates from loyal customers

• Significant savings (no 20–30% commissions to delivery apps)

When SEO and commission-free ordering work together, you’re not just visible — you’re profitable.

How to Implement It: Simplifying SEO for Busy Restaurants

You don’t need to be an SEO expert to benefit. Platforms like Town handle the heavy lifting by:

• Building SEO-friendly, mobile-first restaurant websites

• Automatically adding structured data and menu markup

• Optimizing site speed and order flow

• Integrating loyalty, CRM, and analytics in one dashboard

Town’s commission-free online ordering system ensures every order is yours — along with the customer data that powers repeat business.

Final Thoughts: Turn Search Traffic into Direct Orders

Local SEO isn’t optional anymore — it’s a competitive advantage. Restaurants that invest in search visibility and direct ordering are winning on three fronts: more traffic, more control, and higher profit margins.

If you’re still relying on third-party platforms or outdated websites, it’s time to take back your visibility — and your revenue.

Boost your restaurant’s visibility, rankings, and direct online orders with Town — the commission-free platform built for modern restaurants.