Client: A restaurant in Sunny Beach (Nessebar), Bulgaria, offering sushi and pizza with the possibility of delivery.
Objective: Increased visibility and the number of interactions with the restaurant on Google Maps, including an increase in views and clicks on keywords within 4 months.
Strategy
1. Audit and optimisation of the profile:
- Initial profile audit: We analysed the current state of the restaurant's Google Business profile, including the accuracy of information and visual presentation.
- Data optimisation: We updated the contact information, opening hours and description of the restaurant. Special attention was paid to describing the unique combination of Japanese and Italian cuisine to attract a diverse audience.
- Update visual content: We uploaded high-quality photos of dishes (sushi and pizza), as well as the interior and exterior of the restaurant. This enhanced the visual appeal of the profile and increased user interest.
2. Keywords and SEO:
- Selecting keywords: The main keywords for promotion included "sushi", "pizza", "restaurants", "sushi Sunny Beach", "pizza Nessebar".
- Optimisation of text content: We redesigned text descriptions and profile information based on the selected keywords to increase search relevance.
- Adapting the strategy: We regularly reviewed and updated the keywords used based on an analysis of user behaviour and seasonal changes in demand.
3. Receive feedback and interact with customers:
- Actively encouraging feedback: We developed a system of rewarding customers for leaving reviews, which helped to increase their number and improve the restaurant's overall reputation.
- Responses to feedback: They have always responded to feedback, both positive and negative, demonstrating customer care and a willingness to solve problems.
4. Local SEO:
- Location optimisation: We made sure that the restaurant was properly displayed on Google Maps so that locals and tourists could easily find it.
- Promotion in local directories: We placed information about the restaurant in popular local online directories and tourist resources, which further strengthened its position in search engines.
5. Adding to other platforms:
- Bing Places: We registered the restaurant on the Bing Places platform to increase its visibility in the Bing search engine.
- Apple Maps: We added information about the restaurant to Apple Maps to reach users of Apple devices.
- TripAdvisor: We placed the restaurant on TripAdvisor, which allowed us to attract more tourists and receive additional feedback.
- Waze: We added the restaurant to the Waze platform so that users could easily find it while navigating.
- Local catalogues: We placed the restaurant in popular local catalogues, which increased its visibility among locals and tourists.
Results
- Growth of profile views: As a result of the optimisation, the number of profile views increased by 50% compared to the previous months and by 32% compared to the same period in 2023.
- Increase clicks on keywords: The number of clicks on the keywords "sushi", "pizza", "restaurants" increased by 51% compared to the previous year, which had a positive impact on the number of orders and visits to the restaurant.
Conclusion
A comprehensive approach to optimising and promoting a Google Business Profile allowed a restaurant in Sunny Beach (Nessebar) to significantly increase its visibility in the region. Thanks to the strategic use of keywords, a focus on local SEO, and the addition of other popular platforms, the restaurant not only attracted more views and clicks, but also increased the number of orders, which contributed to its success in the competitive environment of the tourist region.
