To help restaurant owners create an effective online presence, the PowerPoint presentation "77% Of Customers Look You Up Online: Ensure Your Website Is Helping, Not Hurting You" covers the basics of SEO and the key fundamentals needed to make a great restaurant website. As 77% of customers check businesses online before visiting, it is important for restaurant owners to optimize their website to attract potential customers. The presentation provides insights into keyword research, website design, content creation, and link building, offering valuable tips and strategies to create a successful restaurant website that can drive traffic and increase revenue. By implementing these SEO fundamentals, restaurant owners can ensure that their website is not only helping but also enhancing their online presence.
Contact Grant on his website, https://grantaustin.com for more.
77% Of Customers Look You Up Online: Ensure Your Website Is Helping, Not Hurting You
1. 77% Of Customers
Look You Up Online:
Ensure Your Website
Is Helping, Not
Hurting You
By: Grant Kneble
GrantAustin.com
grant@freddyjs.com
98
@TheGrantAustin
GrantKneble
2. What I Want You to Walk Away With
1. Learn about how to build your
website and digital marketing plan
2. Actionable items you can do TODAY
3. Know how to see through bogus
marketing companies
@TheGrantAustin
GrantKneble
3. Who Am I?
Built Websites since 2000
Graphic Designer since 2004
Developed Forums / Communities since 2006
Freelance Digital Marketing in 2010
Full-Time Search Engine Optimization since 2015
Restaurant Owner since 2021
@TheGrantAustin
GrantKneble
4. Your website is the
most critical asset
after your
restaurant.
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GrantKneble
9. Potential customers
form an opinion on
your website in less
than one hundredth
of a second
https://research.google/pubs/pub38315/ & https://doi.org/10.1080/01449290500330448
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GrantKneble
11. Brand Identity
An SEO strategy improves your
website's search ranking to get
more organic traffic.
It organizes your content by topic
to allow search engines to provide
the best results to the people
searching.
SEO Strategy
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GrantKneble
14. SEO Math
● Average ~10,000 monthly searches for pizza
● Rank #1 for pizza on Google for ~3,980 visits per month for
pizza related keywords
● ~3,980 x 3% conversion rate into a sale = ~120 sales
● 83 sales x $30 average net value of a sale = ~$3,600 per month /
~$43,200 per year
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GrantKneble
15. Four Pillars to Make a Great Website
Brand Identity
Proper
Technical
Setup
On-Page
Content
Off-Page
Content
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GrantKneble
22. ~64%
of all the websites whose content management system we
know. This is 43.2% of all websites.
https://w3techs.com/technologies/details/cm-wordpress
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GrantKneble
23. Services to Install
1. Google Analytics
○ Analytics of your website
2. Google Search Console
○ Analytics of your website in relation to Google Search
3. Bing Webmaster Tools
○ Analytics of your website in relation to Bing Search
4. Meta (Facebook) Pixel
○ Optimize the delivery of your Facebook / Instagram Ads
5. Bonus: Google Tag Manager
○ The ability to create endless ways to track activity on your website
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GrantKneble
24. Proper Technical Requirements
● Is your website crawlable?
● Does your website load quickly?
● Is your website structure easy to navigate?
● Is your website secure?
● Is all your data structured?
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GrantKneble
25. Is your website crawlable?
<meta name="robots" content="noindex">
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GrantKneble
26. Is your website crawlable?
NO
BROKEN
LINKS
ALLOWED
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GrantKneble
27. Test Your Speed
● Pingdom
● GTMetrix
● WebPageTest
● Google Pagespeed
Insights
Do NOT use just one test!
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GrantKneble
28. Steps to Make Your Website Faster
1. Don’t use cheap hosting
2. Do not use all-in-one themes
3. Keep your image file sizes as small as possible
4. Use a Cache Plugin
5. Use a CDN
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30. Lockdown Your Website
● Implement HTTPS
● Backup Regularly
● Stay up to date
● Use good hosting
● Two-Factor Authentication
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GrantKneble
31. Setting Up Structured Data
Schema
● Make It Yourself
○ Schema.org
● Use a generator
● Install a plugin
○ Schema Pro
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32. Wordpress Plugins to Install
1. Form Plugin -Gravity Forms, WPForms, Ninja Forms…
2. SEO Plugin - Yoast, RankMath, All in One SEO…
3. Newsletter Plugin - Mailchimp, Constant Contact, AWeber…
4. Cache Plugin - WP Rocket, W3 Total Cache, WP Super Cache…
5. Email Plugin - WP Mail SMTP, Post Mail SMTP, Easy WP SMTP…
6. Backup Plugin - Your Server Company, VaultPress, UpdraftPlus…
7. Security Plugin - Sucuri, Wordfence, Jetpack…
8. Engagement Plugin - OptinMonster, Sumo, Bloom…
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GrantKneble
39. What Highest Quality Pages (HQP) Need for Google
● HQP have a beneficial purpose
● HQP have titles that summarize the page.
● HQP have main content created with a very high level of
effort, originality, talent, or skill such that the page
achieves its purpose very well.
● HQP have adequate information about the business for
the purpose of the page.
https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
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GrantKneble
40. Page Structure
● N.A.H.P.S.*
● Main Keyword / Secondary Keyword(s) / Related Keyword(s)*
● Location(s)*
● Page Title with Title Tag*
● Meta Description*
● Headers - H1, H2, H3… Tags*
● Images with Alt Tags*
● Internal Links*
● Click-to-Actions*
● Schema
● Featured Image
● Video
● Testimonials
* Required
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GrantKneble
42. How to Find Keywords
Free
● Google Search Console
● Google Ads Keyword Planner
● Google Trends
● Keyword Surfer Browser Plugin
● Answer the Public
Premium
● Ahrefs
● Semrush
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GrantKneble
44. Images / Videos
● Mimic stock photos and
stock footage
● Find most popular
● Include logos as much
● Don’t need more than
Cell phone & Light
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GrantKneble
46. Google My Business
● Sign up for Google My
Business
● Fill it out entirely
● Add photos/Videos
● Add updates / offers / events
● Stay on top of hours
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47. Google My Business Factors
https://whitespark.ca/local-pack-finder-individual-ranking-factors/
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GrantKneble
48. Getting Reviews
● Focus on Google Reviews and then spread the wealth
○ If you’re in a major metropolitan city - TripAdvisor
○ If you use booking software - OpenTable, Resy, etc.
● Offer an easy way for guests to review
○ QR Codes
○ Emails
○ Text Message
● Train your team to ask for reviews
● Incentivize your team to ask for reviews
● NEVER INCENTIVIZE YOUR GUEST
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GrantKneble
49. How to Handle Reviews
Reviews aren’t for you.
They aren’t for the reviewer.
They are for the potential customer
Good reviews?
● Respond.
Bad Reviews?
● Respond.
Don’t know what to say?
● Use Artificial Intelligence
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GrantKneble
51. Types of Local Citations
● Search Engines - Google Business Profile, Bing, Apple…
● Primary Data Aggregators - Foursquare, Data Axle, Neustar Localeze…
● Major Directories - Yelp, Yellowpages, Uber, Facebook, Superpages…
● Industry Specific Platforms - TripAdvisor, AllMenus, OpenTable
● Unstructured Citations - Chambers of Commerce, Newspapers, Local
Government
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GrantKneble
52. Manual vs. Automated Citations
Manual
Pros
● Full Control of each profile
● Able to enter all information completely
● Free unless hire a company
Cons
● Setup & Update individually
Services
● Whitespark
● Bright Local
Automatic
Pros
● One stop shop
● Access to certain directories
● Handles Duplicates
Cons
● Monthly / Yearly Fees
● Overwrites any manual changes
● Gets most, but not all information
● Lose access to most accounts when stop
paying
Services
● Marquii / Yext
● Moz Local
● Synup
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GrantKneble
53. Backlinks
● Backlinks are links from other websites
that go to your website
● Search engines like Google see these links
as a sign that your website has authority
● The more links your website has, the more
likely it is to show up higher in Google
search results
● Having more links can also bring more
people to your website.
@TheGrantAustin
GrantKneble
54. Ways to Backlink
● Citations
● Local Government
● Local Business / Restaurant Specific / Trade Organizations Directories
● Chambers of Commerce / Merchant Associations
● Travel / Food Review Websites
● Local Newspapers
● Schools, Colleges, or Universities (e.g., job postings, scholarships, club sponsorships, discounts,
alumni links)
● Sponsorships in general (e.g., sports leagues, races, meetups, charities, etc.)
● Local Awards
● Podcasts
● Magazines
● Distributors / Suppliers / Wholesalers / Contractors
● Other local businesses that also have websites and are open to having a “Local Partners” page
or a “Businesses We Love” page.
● Help a Reporter Out
● Local Events
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GrantKneble
58. One Timeish SEO
● Create an optimized website with NAHPS and more
● Create and optimize all the pages you need
● Setup all the services especially Google My Business
● Create and fill out all the other citation listings
59. Ongoing SEO
● Get links
● Get Reviews
● Continue doing what actually get you links & reviews
● Research new ways to get you links & reviews
● Add more content if applicable
● Update your content if you can add more helpful content
● Continue creating content that brings eyes to your
restaurant
● Continue any non-SEO marketing including offline
marketing
@TheGrantAustin
GrantKneble
62. How to Look for a Reputable SEO Agency
1. Have they worked with restaurants before?
2. What is their process?
3. What services do they provide for you?
4. What tools do they use?
5. How do they report and what do they call success?
6. What is their experience?
7. Who are their clients?
8. How much & how do they charge?
@TheGrantAustin
GrantKneble
This is where I'm going to introduce myself. tell us a story about how I accidentally deleted my father's Auto Repair website we should let me down this long rabbit hole for the last two decades or the how to get everyone to look at your website and they are go go to your business.
USER EXPERIENCE
The second most popular CMS is Shopify, which lags far behind with a market share of 5.7%.
Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet. In addition to people from the founding companies (Google, Microsoft, Yahoo and Yandex), there is substantial participation by the larger Web community, through public mailing lists such as public-vocabs@w3.org and through GitHub.
Services: Logos, Brand Design, Websites,
Experience - View their Portfolio: Are they your neighbor’s kid still in high school? High profile agency who’ve worked with celebrity clients?
Process: Are they doing research? Do they provide style boards to hone in your style? Do they offer multiple iterations to narrow down the choice? Refine your choice. Final product.
Iterations: How many times do you need to go back and forth until it's perfect?
How do they charge:
Project Based Billing. The vast majority of our billing is project based. We will discuss the details of your project and provide a proposal (quote) so you know exactly what the work will cost prior to us getting started. We then bill monthly over the course of the design project.
Hourly. Clients can choose to go with defined hourly rates. This approach ensures the most fair outcome for both parties. We typically use hourly billing for clients that have consistent work for us.
Payment Plan. In some cases we are able to set up an extended payment plan depending on the project and client.
Subscription Billing. For ongoing services like hosting and website maintenance, Go Media requires a credit card and automatic payments.
Custom. Each client has unique needs. We're happy to work with you to create a payment plan that works for you.