How to Rank Your Restaurant Website in London Using Local SEO

London’s restaurant scene is fiercely competitive — not just on the high street, but in the digital world as well. For diners in 2024, the journey often starts with a search engine. A top ranking on Google (and Google Maps) can mean the difference between a packed dining room and empty tables. This is where local SEO (Search Engine Optimisation) comes in: a structured approach to increase your website’s visibility when potential diners are searching for restaurants in your area. This guide will help you understand and implement local SEO techniques to give your London restaurant the best shot at high rankings.

Understanding Local SEO: What Makes It Different?

While general SEO focuses on improving your site’s rankings for search terms globally or nationally, local SEO zeroes in on searches made by people within a specific geographic area. For restaurants in London, this means appearing in searches like “Italian restaurant Covent Garden” or “best vegan brunch Shoreditch.” Google’s local algorithm uses different signals — especially location — to decide which businesses to show.

• Local Pack: The map and three business listings that appear at the top of many search results.
• Google Maps: Ranks restaurants nearby; users rely on this to discover where to go.
• Organic Listings: The regular blue text results, sometimes below the map pack, where your website can also appear.

Ranking locally is a mix of technical improvements, content strategy, reputation management, and leveraging the unique features Google and other platforms provide for businesses tied to a physical location.

Step 1: Claim and Optimise Your Google Business Profile (GBP)

Formerly known as “Google My Business,” your Google Business Profile (GBP) is essential for local SEO. It is the single biggest factor in whether your restaurant appears on Google Maps and the local pack.

• Claim/Verify Your Profile: Visit Google Business and search for your restaurant. Claim it and complete Google’s address/phone verification process if not already done.
• Fill in Every Detail: Enter your name, address, phone number (NAP), website, opening hours, cuisine type, and menu URL. The more detail, the better.
• Choose Accurate Categories: Select a primary category that describes your restaurant best (e.g., “Indian Restaurant”), plus others if appropriate (“Vegetarian Restaurant,” “Takeaway Restaurant”).
• Add Photos and Videos: High-quality images of your food, drinks, interior, exterior, and team help attract clicks and build trust.
• Enable Messaging and Reservations: Allow customers to message you or book a table directly from your GBP.
• Regular Updates: Use “Posts” to share news, menu updates, events, or offers. This signals that your business is active.

Tip: The information on your Google Business Profile must match what’s on your website exactly—especially your name, address, and phone number (NAP).

Step 2: Nail On-Page SEO for Local Relevance

Your restaurant’s website is still vital for local SEO. Google uses your content and metadata to understand what you offer, where you are, and how relevant you are for local diners. Here’s how to optimise your pages:

• Include Your Location Name: Use terms like “London,” the specific borough (e.g., “Soho”), or even neighbourhoods in key areas:
  • Page titles (e.g., Best Spanish Restaurant in Soho, London)
  • Meta descriptions
  • H1/headings
  • In your “About Us” and “Contact” pages
  • Throughout your content, where natural
• Display Up-to-Date Contact Info: Make your NAP easy to find — ideally in the header, footer, and a dedicated contact page. Include a clickable phone number and a Google Maps embed.
• Optimise for Menus and Services: Make your menu searchable, and add schema markup (see below). List any key features: delivery, takeaway, vegan, gluten-free, pet-friendly, etc.
• Create Location Pages (If Necessary): If you have multiple locations, create a separate page for each, optimised for that specific neighbourhood.
• Add Structured Data (Schema Markup): Use Restaurant schema and LocalBusiness schema so search engines clearly understand your business type, hours, menu, and more.
• Optimise for Mobile: Most restaurant searches in London happen on smartphones. Your website must be mobile-friendly and load quickly.

Step 3: Get Listed on Key Directories and Local Listings

Google uses citations (mentions of your NAP on other reputable websites) as a strong signal in local rankings. Focus on reputable directories, especially those related to food and the London area.

• Food Directories: OpenTable, Resy, Bookatable, Time Out London, Harden’s, SquareMeal, Deliveroo & Just Eat (if you offer delivery)
• General Directories: Yelp, TripAdvisor, Foursquare, Yell.com, Scoot, Thomson Local
• Local Community Sites: Londonist, local council directories, and neighbourhood Facebook groups

Rules to follow:

• Always use the exact same NAP format everywhere
• Keep listings up to date (especially postcodes & opening hours)
• Add photos, menus, and links when possible

Step 4: Build Reputation with Reviews and Social Proof

Customer reviews are a powerful local ranking signal and drive real-world bookings. London diners trust third-party reviews on Google, TripAdvisor, and other platforms before making a decision.

• Ask for Google Reviews: Make it easy for happy customers to leave a review by sending a direct link after their visit.
• Respond to All Reviews: Thank positive reviewers, and address any negative feedback gracefully. Timely responses show you care about your guests.
• Encourage Reviews on Other Sites: TripAdvisor, Facebook, Yelp, and other platforms that show up for “best [cuisine] London.”
• Showcase Reviews: Embed top Google or TripAdvisor reviews on your website with permission.

Be careful: Never buy or fake reviews. Authenticity is not only best for business, but Google penalises fake reviews.

Step 5: Earn Local Links and Media Attention

Links from local and industry websites signal to Google that your restaurant is reputable and relevant in the London scene. These are generally harder to earn than citations, but they are highly effective.

• Press Coverage: Reach out to food bloggers, local magazines, and newspapers. A feature in Time Out, The Londonist, or a local news site can drive massive visibility and strong links.
• Event Participation: Host or participate in local events—food festivals, charity functions, or tastings—and ensure your restaurant is mentioned in event recaps online.
• Collaborations: Partner with local businesses or influencers for cross-promotions and link opportunities.
• Supplier Mentions: Ask local suppliers or partners to mention (and link to) your restaurant on their websites.
• Sponsor Community Groups: Supporting a local team or charity can earn a link from their “thanks to our sponsors” page.

Step 6: Monitor Performance and Refine Your Strategy

Local SEO isn’t a one-and-done task. Track your rankings, traffic, and bookings to know what’s working and where to improve.

• Google Search Console: Monitor search impressions, clicks, and keyword rankings.
• Google Analytics: See where your visitors are coming from, and how they behave on your site.
• Rank Tracking Tools: Use third-party tools to track how you perform for key local searches.
• Review Alerts: Set up notifications for new reviews so you can respond quickly.
• Competitor Analysis: Periodically check what the top-ranking local restaurants are doing online.

Common Mistakes to Avoid

• Ignoring Mobile Experience: A slow or clumsy mobile site will cost you customers and rankings.
• Inconsistent NAP: Discrepancies between your website, GBP, and directories confuse Google and diners alike.
• Thin or Generic Content: If your homepage just says “Welcome to Our Restaurant” without mentioning location, cuisine, or hours, you won’t rank locally.
• Neglecting Reviews: Not responding or asking for reviews means missing out on both feedback and ranking benefits.
• Forgetting About Schema: Without structured data, Google might misinterpret your business details.

Conclusion

Climbing the local search rankings in London is achievable — even in such a saturated market — with the right approach. Prioritise your Google Business Profile, ensure your website attracts and converts local searchers, build strong citations and links, and cultivate a healthy roster of recent reviews. Approach local SEO as an ongoing process, not a one-off checklist.

If you need help with your website, app, or digital marketing — get in touch today at info@webmatter.co.uk or call 07546 289 419.