Article contributed by Jacquelyn Sherry Coombe, COO & Co-Founder, Elite Strategies
Let me ask you this: when was the last time you thought about your restaurant’s website as more than just a digital menu? If the answer is, “I can’t remember,” you’re not alone.
But here’s the problem: if you think of your website as a static part of your business—something you build once and forget—you’re already behind.
Your website is one of your most powerful assets, especially in today’s hyper-competitive restaurant industry.
Yet too many operators are struggling to upgrade and optimize it, and they don’t even know the extent of the problem.
The search environment has changed dramatically in the last few years. Search Engine Optimization (SEO) isn’t a “nice-to-have” anymore.
It’s become the cornerstone of business visibility and customer engagement. You can’t rely solely on good food, a great atmosphere, or even a solid social media presence.
If your website isn’t optimized to be found by search engines, you’re missing out on walk-ins, reservations, and online orders, which could be the difference between breaking even and growing your business.
The reality of today’s restaurant business is that competition is everywhere. People are discovering new places to eat through research, blogs, and online presence or via Google Maps or Apple Maps.
You might as well be invisible if you haven’t optimized your website for local SEO (how Google ranks your site for nearby customers) or the national/tourism niche. This is where many restaurant operators get lost.
Sure, your restaurant might have a stunning website. It might have beautiful images, an easy-to-read menu, and even glowing reviews. But if you can’t be found by branded online search terms, specialty items, or location, and search engines can’t “read” your site efficiently, none of that matters.
Your competitors, who may have invested time and resources into a bespoke strategy, will show up higher in search results. And the reality is that people rarely scroll past the first page. If you’re not there, you’re losing business.
It still amazes me how often I see restaurant websites missing even the basics of fundamental best practices.
For example, slow site speed is a killer. Google has made it clear that site performance is a ranking factor. A beautiful website that takes too long to load isn’t going to show up in search results, no matter how well-designed it is. And then there’s the issue of content.
Too many sites have menus uploaded as PDF files. That’s a big issue. Search engines can’t easily read PDFs, which means your menu won’t be indexed correctly. Your customers also don’t want to download a file just to see what you offer.
It’s a usability defect. True optimization starts with the build of the platform of the site.
Another problem I see is responsiveness on mobile or tablet. Think about your own habits. How often are you searching for a place to eat from your phone versus a desktop?
Exactly. Google takes mobile-first indexing seriously. That means if your site isn’t designed to be as fast and functional on a mobile device as it is on a desktop, you’re going to be penalized in the rankings.
Now, let’s talk strategy. When it comes to restaurants, the key to success is a balanced approach between local and national SEO.
Local SEO is vital for getting found by people in your immediate area—those potential customers walking around looking for the best burger or the most authentic ramen.
They need to find your place easily, and that means showing up in local search results, Google Maps, and Google My Business (GMB) listings.
On the other hand, if you’re in a tourist-heavy location or if you cater to a wider audience (think hotel restaurants), you need to balance local optimization with national rankings.
This means thinking beyond just “best restaurant in [your city].” Tourists or business travelers from across the country—or even internationally—should be able to find you when planning their trip.
I often hear people say, “I just need to rank locally,” but that’s not entirely true. To compete effectively, especially in tourist hubs, you need both local and national visibility.
I can’t tell you how often I hear restaurant owners say, “But we’re doing great on Instagram!” And yes, social media is an important part of your digital marketing strategy, but it’s not enough. It’s a piece of the puzzle, not the whole thing.
A viral post or a popular hashtag might bring in a few curious diners, but it’s not the same as showing up consistently in search results. Social media posts are fleeting, while your website’s visibility can drive traffic 24/7, year-round.
Think of your website as the foundation of your online presence. Social media can enhance it, but if your site isn’t optimized, you’re leaving money on the table.
So how do you know if your strategy is working or lacking? It’s all about data. At Elite, we look at several metrics: traffic increases, conversion rates (online orders or reservations made through your site), and improvements in keyword rankings.
The goal is to ensure that the people searching for what you offer—whether it’s “fine dining near me” or “authentic Italian Asian fusion”—are finding you, visiting your website, and ultimately performing an action—booking, walk-in, or call.
We focus on the conversion of these processes and can follow the ROI down to metrics that show exact results from any digital medium.
And remember, optimization isn’t a one-time fix. It’s an ongoing process. Your competitors are constantly optimizing their sites, and search engine algorithms are always changing. You need a partner who can stay on top of those changes and adapt your strategy as needed.
At Elite, we take a holistic approach to digital presence. It’s not just about keywords and rankings. It’s about creating a digital strategy that fits your brand, speaks to your audience, and drives real business results.
We start by analyzing your current site—looking for technical issues, analyzing content, and assessing how well your site performs locally and nationally. From there, we craft a custom strategy tailored to your needs.
For many restaurants, this means improving site speed, fixing mobile usability, adjusting incorrect on-page elements, and creating content that speaks directly to what your customers are searching for.
We also dive deep into analytics, making sure we’re tracking the right metrics and continuously improving.
So, what’s next? If you’re serious about growing your restaurant, you can’t afford to ignore best practices. Our roster of clients and references is always available.
Information is power, and there is always an opportunity to grow. Analyzing direct competitors and what they are doing to market is an information superhighway. Research, analyze, and implement.
As our growing commitment to the hospitality industry, we are happy to offer you a complimentary consultation for the readers—please reference “Digital Food,” and our team looks forward to meeting you!
Jacquelyn Sherry Coombe is the COO and Co-Founder of Elite Strategies, which she joined with over a decade worth of marketing and branding experience in the hospitality, film making, and fashion industries.
She has worked with some of the world’s top brands, and has been influential in branding several top-name businesses. Jacquelyn has a keen eye for design, and no design leaves their office until she has approved it.
She has mastered the art of not only making a brand look great, but making it convert as well. In 2012, Jacquelyn took the company to the next level by adjoining them with several charitable organizations.
