New Search Engine Features Beef Up Restaurant Results

Google and Yahoo! are once again competing for local and mobile market-share with new features that promote additional restaurant information in search results. Because of the massive demand for restaurant information from local and mobile searchers, search engines are looking for ways to provide more relevant information to users. Taking advantage of these new display options should be an integral part of restaurant marketers’ local SEO strategies.

Restaurants are the most searched for local topic and the most popular industry to search for on mobile devices, with more than 80 percent of searchers looking for places to eat either on a mobile web browser or mobile app. In order to drive visibility through search results and drive sales, local and mobile optimization is a must for any restaurant.

Yahoo! Partners with Yelp

Yahoo! and Yelp’s new partnership puts Yelp reviews, pictures and other information at the forefront when people search for restaurants. The Yelp reviews being given prominence have overtaken reviews written on Yahoo!’s local listings.

This new feature is just the latest reason for restaurants to claim their Yelp listing and upload complete information, including pictures. Local searchers are heavily influenced by the opinions expressed on websites like Yelp. Dimensional Research reports that 90 percent of consumers say that positive online reviews had a direct impact on their buying decision. The same study found that 86 percent of people were affected by negative reviews.

Some other features that Yahoo! searchers will enjoy are the easy-to-find links to directions, reservations and menus — three of the most searched for topics when it comes to local and mobile searches for restaurants. By putting this information front and center, searchers can make purchasing decisions easier and faster than before. Restaurants that forgo uploading this information to Yelp will be at a disadvantage in the local and mobile search marketplace because consumers will be attracted to businesses that provide the information they’re looking for in an easy to see and use way.

Google  Ad ding Menus to Search Results

Google has put restaurant menus at the top of search results without forcing searchers to make any additional clicks. Google even divides the menu into different categories like starters, entrees and desserts for consumers. Google has not said where it gets the menu information from, except that it comes from a 3rd party site. Therefore, restaurants should make sure to upload menu information in a variety of places including OpenTable, Yelp, UrbanSpoon and TripAdvisor.

Underneath the menu is a link to more information about the restaurant. Clicking that brings searchers to a different page that includes knowledge graph information about the restaurant, including Google+ reviews, links to Yelp and Urbanspoon, directions, contact information, and hours of operation.

While adding a menu may or may not increase local search engine rankings, having this information available to searchers makes restaurants more attractive to eaters. With each page searchers have to click through to find menu and pricing information, they’re more like to leave and look for a different restaurant. Because the menu display is also directly linked to Knowledge Graph information — which includes contact information, reviews and directions — it gives Google access to menu information and provides searchers one more way to find more details about the restaurant.

Conclusion

Local and mobile consumers actively search out review and menu information before making a purchasing decision. Restaurants that make this information available to search engines like Yahoo! and Google to prominently display to searchers will be at an advantage compared to local competitors. For restaurants, dominating local and mobile search is about proving the information searchers want as easily and quickly as possible. Google and Yahoo! are helping restaurants do that, but restaurants need to be proactive in disseminating information, making it available to search engines, and eventually local searchers.

Without a local search strategy, even the best business models will not reach their maximum potential. ZOG Digital’s search and social marketing strategies increase online brand visibility and drives sales. Contact ZOG Digital to start an audit of your digital marketing efforts today.

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