When a tourist standing on the street searches “tacos near me”, Google first shows a map with a handful of businesses. Those results don't come from your website: they come from your Google Business Profile (formerly Google My Business). Your website helps a lot, but the profile is the door.
Before you start: is your business already on Maps?
Search for your restaurant's name on Google Maps. It's very common for it to already be there, because someone added it or Google created it. If it's there, don't make a second profile: claim it with the option for business owners. Two profiles for the same place get in each other's way.
Step by step
- Use a Google account for the business.Go to business.google.com with an account you control. If someone else sets it up with their email, your profile is in their hands.
- Your name, exactly as it is on your sign.Nothing like “Tacos El Güero · Best tacos in San Miguel”. Google doesn't allow extra words in the name and can suspend the profile for it.
- The most specific primary category.“Mexican restaurant”, “Café”, “Bar”, “Bakery”: whichever best describes what you are. Google asks you to use as few categories as possible and not to use them as keywords.
- Address, hours and phone.Enter your real hours and use “special hours” for holidays and long weekends. Few things annoy a tourist more than walking to your door and finding it closed.
- Your website and your menu.Add the link to your website and, as a restaurant, the link to your menu. Better if the menu is written on your website rather than a PDF (I explain why in digital menu vs PDF vs QR).
- Verify your profile.Google often asks for a short, continuous video recorded in its app, showing where your business is (the street, the sign), that the business exists (the inside, the kitchen) and that you manage it. Until you verify, you can't manage the profile.
- Real photos.Your storefront (so people recognize you from the street), the inside, your dishes and your menu. Add new photos from time to time.
- Reviews: ask everyone, reply to everyone.A QR code on the table or the receipt that goes straight to leaving a review helps a lot. Don't give anything in exchange for reviews, don't ask only happy customers and don't ask your family: Google prohibits it and can remove them. Reply to every review, good or bad, calmly and with something specific to that visit.
- Keep it alive.Check that your hours are still right, post news and promotions, and upload seasonal photos.
How does Google decide who shows up first?
Google explains that local results depend mainly on three things: relevance (how well your profile matches the search), distance (how close you are to the searcher or the place they mentioned) and prominence (how well known your business is, including your reviews). It also says you can't pay to rank better in those results.
That's why nobody can guarantee you first place. What is in your hands is a complete, up-to-date profile with real reviews.
And where does your website come in?
Your profile and your website work together. From the profile, people go to your site to see the full menu, the photos and how to order. And Google uses what your site says to understand what you sell: if your menu is written on the page (not a photo or a PDF), your dishes help people find you when they search “chilaquiles” or “brunch”.
Rather have me do it? The Profesional package includes an improved Google profile, your menu with photos and QR codes so customers can leave reviews. See restaurant websites or the prices in MXN.