Google Business Profile for Restaurants: The 2025 Ranking Playbook

How the Map Pack ranks restaurants

GBP is both a ranking and conversion asset. The Map Pack surfaces businesses that are useful and active. That’s why we optimise for completeness, accuracy, freshness and proof (reviews, photos, posts).

Set up & categories: get the foundations right

Claim, verify, secure

• Claim your listing at business.google.com and complete verification.
• Turn on 2-step verification for the owner account and assign a secondary manager.

Choose the right categories

Your primary category must be the most accurate description of the venue. Examples: Italian restaurant, Seafood restaurant, Gastropub, Café, Wine bar. For hotel-run restaurants, manage a distinct restaurant profile alongside the hotel if appropriate.

Add secondary categories for services/concepts such as Bar & grill, Takeout restaurant, Delivery, Steak house, Cocktail bar, Brunch restaurant. Keep them tightly relevant—more is not better.

Naming policy (avoid suspensions)

Use your real-world business name only—no keywords or locations added. Consistency between signage, website and GBP reduces risk.

Core info: NAP, hours & attributes

• NAP: Name, Address, Phone should match your website and major directories. If you have multiple locations, ensure each has a unique phone number and landing page.
• Hours: Add standard hours and special hours for holidays, game days and private events to prevent “hours may differ” warnings.
• Attributes: Complete service options (dine-in, takeaway, delivery), accessibility, amenities (Wi-Fi, outdoor seating), payments, highlights (live music), dietary options (vegan, gluten-free). These improve relevance for long-tail queries.

Menus, reservations & order links (conversion boosters)

Add first-party links wherever possible. Mirror these links on each location page for consistency and higher conversion.

1. Menu URL(s): Point to HTML menu pages (avoid PDF-only). Clear sections—brunch, lunch, dinner, drinks—kept current.
2. Reservation link: Connect a first-party booking page or your provider (OpenTable, ResDiary, Resy, SevenRooms). Add UTM tags.
3. Order online: Add your first-party ordering page first, then aggregators if helpful. Monitor commission impact.

Photos & short video: show the experience

• Upload a crisp cover photo and logo.
• Add exterior and interior shots for wayfinding and ambience.
• Showcase hero dishes, desserts, signature cocktails, and seasonal items.
• Post short vertical videos (15–30s) of the kitchen in action, a cocktail pour, or the dining room at golden hour.
• Refresh monthly; remove outdated event imagery.

Google Posts strategy: stay fresh & sell occasions

Weekly posts increase engagement and conversions from listing views. Use:

• Offers (with end dates)
• Events (tastings, live music, screenings)
• What’s new (seasonal menus, terrace, hours)
• Products (gift cards, Sunday roast, afternoon tea)

Add clear CTAs like Reserve, Call now, or Order online and track with UTMs.

Q&A and Messaging

• Seed Q&A with parking, allergens, kid-friendly times, dog policy, dress code, private dining.
• Enable Messaging during opening hours; use response templates and escalate group bookings.

Reviews: acquire & respond like a pro

1. Ask at the right moment: QR on the bill, post-visit email/SMS, link in confirmation.
2. Never gate: invite all guests; it’s ethical and safer.
3. Reply to every review: thank by name, reference specifics, move complex issues off-platform.
4. Track by location: review count, rating, and response time. Aim for a steady weekly cadence.

Deep dive next: Reviews & Reputation SEO for Restaurants.

Tracking, UTMs & reporting

• UTMs: UTM-tag all GBP links (website, menu, reservations, order). Example: ?utm_source=google&utm_medium=organic&utm_campaign=gbp&utm_content=reservations.
• GA4: track bookings, orders, click-to-call and direction requests.
• Call tracking: unique website numbers per location; keep the primary number in GBP.
• Search Console: monitor branded vs non-branded growth.
• Posts & photos: prune what doesn’t drive clicks; double down on winners.

Advanced plays: multi-location & Ads

Multi-location excellence

• Give every branch its own location page with unique content, photos, menus and LocalBusiness schema. Start here: Multi-Location Restaurant SEO.
• Interlink: store locator → city pages → location pages. Use consistent breadcrumbs.
• Manage GBP at scale with a posting calendar and review response SLAs per location.

GBP + Google Ads = more bookings today

• Connect GBP to Ads for Location Extensions and PMax inventory. Learn setup: Performance Max for Restaurants & Hotels.
• Run tightly themed search campaigns for high-intent queries: Google Ads for Restaurants (Search).

Google Business Profile checklist

• ✅ Primary category is the most specific cuisine/venue; only relevant secondary categories added.
• ✅ NAP, hours and attributes complete and consistent with website.
• ✅ First-party menu, reservation and order links added with UTMs.
• ✅ High-quality cover, logo, interior/exterior, dishes, drinks and short video uploaded.
• ✅ Messaging enabled; Q&A seeded with helpful answers.
• ✅ Weekly Google Posts scheduled (offers, events, menu updates).
• ✅ Review ask live at key touchpoints; responses within 24–48 hours.
• ✅ GA4, call tracking and Search Console integrated; monthly reporting cadence set.
• ✅ GBP connected to Google Ads; Location Extensions and PMax running where applicable.

FAQs

What is the best primary category for a restaurant?

Pick the most specific cuisine or concept (e.g., Thai restaurant, Steak house, Gastropub). Use secondary categories for services like takeout or bar.

How often should we post on GBP?

Weekly works well for most venues. Big seasonal periods (Mother’s Day, festive menus, sports finals) merit more frequent posts—see our Seasonal & Event SEO for Pubs/Bars.

Do photos and video actually help?

Yes—fresh, well-lit assets increase engagement and make guests confident to book. They also help your listing look active and trustworthy. See our Restaurant Website SEO & UX for media guidelines.

Should we link to third-party reservations?

Add your first-party booking page first, then third-party services if they add convenience. Keep the experience consistent and track everything with UTMs.