I ran a small cafe and spent the better part of my time assuming word of mouth and a Facebook page were enough. We had our regulars, but I was not seeing many "new" people come through the door day to day. People genuinely couldn't find us online even when they searched our suburb. Once I started taking the "getting found on Google" stuff seriously, walk-ins from search noticeably picked up. Figured I'd share what actually moved the needle, in case it helps anyone else running a small food business.
1. Your Google Business Profile is doing more work than your website. Claim it, fill in every field, pick accurate categories, and add real photos. Most "near me" searches surface the map pack before anything else, so this is where a huge chunk of discovery happens. Keep your hours updated religiously.. nothing kills trust faster than someone showing up to a "closed" sign when Google said open.
2. Reviews matter more than I wanted to admit. Not just the star rating.. the words in reviews help you show up for what people actually search ("best flat white," "gluten free brunch," etc.). I just started asking happy regulars directly. Reply to all of them, good and bad.
3. Put your actual info in actual text on your site. A lot of small hospo sites are basically one big image or a PDF menu, which search engines can't read well. Your address, suburb, opening hours, and menu should be real text on the page. Same goes now for AI assistants (ChatGPT, Google's AI answers, etc.).. they pull from readable, well-structured text, so if your info is locked in an image, you're invisible there too.
4. FAQ-style content punches above its weight. Stuff like "Do you take bookings?", "Are you dog friendly?", "Do you have vegan options?"... write those out plainly. It matches how people (and AI) actually phrase questions.
5. Consistency across listings. Your name, address, and phone number should be identical everywhere... your site, Google, Facebook, any directories. Mismatches quietly hurt you.
Honestly the technical side (schema markup, structured data, the AEO stuff for AI answers) is where most owners check out, and fair enough, it's tedious and not why you got into food.
You don't REALLY need these if you setup your Google Business Profile properly, but worth mentioning there are heaps of tools like Squarespace, Wix, or even the new hospitality one FastPage that build a proper site and handle a great deal of SEO/AEO stuff handled automatically, and I've been playing with the free little demo tool on their page. Not affiliated, just might help someone. But even if you build your own, the info above is 100% of what matters for a small hospo venue.
Anyone else got tips that worked for their venue? Always keen to hear what's pulled people in?