Most people searching for food on Google don’t look at ten blue links. They look at the map with three restaurants at the top — the so-called “local pack”. Whoever is there gets the click. Whoever isn’t practically doesn’t exist for that search.
The good news: for local search you don’t have to be a big chain. You have to be accurate, active and nearby.
How Google chooses restaurants for local search
Google looks at three things:
- Relevance — whether your profile and website match what was searched for (e.g. “pizza”, “delivery”).
- Distance — how close you are to the person searching or to the location they typed.
- Prominence — how well known you are: reviews, ratings, mentions on other websites, the quality of your website.
You can’t influence distance. The rest — you can.
1. Google Business profile — the foundation of everything
If you don’t have a profile, create one. If you do, check every item:
- Primary category — be precise: “Pizzeria” is better than “Restaurant”. Add secondary categories too.
- Opening hours — accurate, for every day, including holidays. Wrong opening hours = bad reviews.
- Ordering link — goes to your website, not to a delivery app.
- Menu link — also your website.
- Photos — food, interior, exterior (so people can find you more easily). Add new ones regularly.
- Description — mention naturally what you offer and where: “Pizzeria in central Novi Sad with delivery to Liman and Grbavica.”
- Attributes — delivery, pickup, takeaway.
2. Reviews — the strongest signal
The number of reviews, the average rating and how recent they are all affect your position. And the customer’s decision.
- Ask for reviews — a QR code on the receipt and packaging, a short message to satisfied guests.
- Reply to all of them — thank people for praise, answer criticism calmly and specifically. Future customers read your replies.
- Don’t buy reviews — Google removes them, and your profile may be penalised.
3. A website Google understands
Your website is the second most important signal. A Google Business profile linking to a good website ranks better than a profile with no website or with a link to an app.
What Google needs to see on your website:
- Name, address and phone — written the same as on your Google profile (and everywhere else online).
- City and neighbourhoods in the text — title, description, “about us”: “Pizza delivery in Novi Sad”.
- The menu as text, not as a PDF or image. Every item with a name and description is content Google can connect to a search.
- Speed on mobile — a slow site loses both customers and rankings.
- HTTPS — a secure connection is a basic requirement today.
Restoran Pilot websites come with the SEO basics included: a sitemap, meta descriptions per language, alt text for images and a fast, lightweight frontend. You set the description and keywords yourself in the panel (Settings → SEO).
4. Keywords your customers actually type
Think about how your customers search, and use those words naturally on your website and profile:
| Search type | Examples |
|---|---|
| Food + delivery | “pizza delivery”, “burger delivery”, “food delivery” |
| Food + city/neighbourhood | “pizza Novi Sad”, “grill Zemun”, “sushi Vračar” |
| Proximity | “restaurant near me”, “fast food nearby” |
| Occasion | “takeaway lunch”, “breakfast delivery”, “food after midnight” |
| Special needs | “vegan food”, “gluten-free” |
Don’t force keywords in. One sentence that naturally says “we deliver pizza to Liman, Grbavica and Nova Detelinara” is worth more than a list of 30 words in the footer.
5. Mentions elsewhere
Google trusts a restaurant that is mentioned on other websites too:
- local portals and city guides;
- Facebook, Instagram, TikTok with the same name, address and link;
- delivery platforms — they count as mentions too, but make sure the link on your social media goes to your website.
Everywhere, the same name, address and phone number. Different versions confuse Google.
6. Regular activity
A profile that never changes looks abandoned. Once a week:
- add a photo of a new dish or promotion;
- publish a post on your Google profile (a promotion, a new item);
- reply to new reviews.
Checklist
- Google Business profile verified, primary category precise
- Opening hours accurate, including holidays
- Ordering link goes to your website
- At least 10 good-quality food photos
- Replies to all reviews
- QR code for reviews on the receipt or packaging
- On the website: name, address, phone, city and delivery neighbourhoods
- Menu as text, not a PDF
- Website fast on mobile and on HTTPS
Once customers find you, the next step is getting them to order directly — with no commission. See 12 ways to get more online orders.
Frequently asked questions
How much does a Google Business profile cost?
Nothing. A Google Business profile (formerly Google My Business) is free. You only need to verify that you own the location.
How quickly do local SEO results show?
Changes to your Google profile (opening hours, link, photos) show up quickly. Improving your position depends on the competition and reviews and usually takes from a few weeks to a few months.
Should I put my menu on the website as a PDF?
Better not. Google and customers read a menu more easily as text on the page. A PDF opens slowly on a phone and you can’t order from it.
How do I get more reviews?
Ask for them. A QR code on the receipt or bag that goes straight to the review form, and a short request after the order. Reply to every review — including the bad ones.
Restoran Pilot
Your own ordering website — 3,000 RSD per month, 0% commission
Customer website, delivery zones, promo codes, kitchen display and admin panel. Hosting and support included.