Whether you are a small or big F&B owner, increasing your website visibility can make your business stand out from your competitors. Stumped by the complex process and mechanisms of Search Engine Optimisation (SEO)? Fret not, these three tips can help to optimise your content and achieve a better search engine ranking result. This will improve your website traffic and visibility, and create more opportunities for conversion, i.e, restaurant bookings and deliveries uptake.
#1: Determine Search Intent
We need to first understand and determine the search intent of the user, aka your potential diners and bar patrons. Also known as user intent, search intent is the objective of why a particular user is conducting a specific search.
From a business perspective, it is important to have a clear understanding of your target audience and what kind of search queries they are likely to use. With this information, you will be able to plan and shortlist relevant keywords and phrases to attract traffic to your website.
The top four common types of search intent include:
- Informational: Searches based on a specific question or topic
- Navigational: Searches that bring users to a specific website which they already have in mind
- Transactional: Transactional intent usually comes up for when a user is looking to purchase something
- Commercial: Users who are doing a research with intention with potential signs of conversion
#2: Incorporate Keywords And Variants Naturally (Never Stuff Keywords)
As much as we want to appeal to a search engine, at the end of the day, your readers need to be able to make sense of your content. Keywords should be thoughtfully considered and used appropriately to ensure useful, informative content is created and used in context.
For instance, it would be unnatural to write a blog post like this, even though some keyword variations have been included:
“Look no further for the best value and most affordable lunch set in the CBD area! We offer value for money and delicious lunch deals in town which you cannot find elsewhere. Make your reservations today and try our affordable lunch set menu today!”
Instead of driving more traffic to your website and improving the search engine ranking result, the action of stuffing keywords will likely garner a conflicting result.
A better post would read like this:
#3: Create Click-Worthy Content…Here’s How
Beyond incorporating SEO-friendly keywords, what makes content stick is ultimately its relevance. It needs to achieve specific objectives. Is it informative? Does it solve a problem? Will it engage the user? Is there a call to action, prompting the user to make a purchase or reservation?
Avoid clickbait headlines as much as possible. From a business point of view, the focus is on getting quality traffic and delivering what your audience is looking for in a useful way, rather than simply receiving high traffic. Clickbait headlines can also potentially cause the article to be ranked poorly, since bounce rates (the percentage of site visitors who leave after viewing just one page) will be high, sending an indication of poor quality and irrelevancy to search engines. Ultimately, you lose your readers’ trust, and will fail to convert them into customers. They are unlikely to even return to read another piece of content from you.
Instead, focus on intriguing and persuasive headlines, titles and meta descriptions (the little snippet below your title in Google search result) to drive eyeballs and clicks. Ensuring your content delivers what is promised in the said titles and headlines is also key.
Listicles are also great for time-strapped readers or those with shorter attention spans, since they can gather information quickly. Some examples include: “Three Ready-To-Eat Lunch Sets To Order In Today”, “Five New Dishes To Look Out For This July”, or “Dish Of The Month: Pan Seared Halibut With Lemon Butter”.
SEO can sound intimidating for the uninitiated, but as long as you keep a few basic rules in mind, you will get the hang of it soon enough! Always make sure to deliver click-worthy, useful content that delivers on its promises, and you won’t go wrong. Check back here for more tips in future.