Record Breaking interactions in a single month.

A 31% year-on-year increase in Google Business Profile (GMB) interactions

THE RESULTS

Our strategy delivered remarkable outcomes:
150%
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How The Yard in Hereford Achieved a 255.9% Increase in Google Interactions

When it comes to hospitality SEO, The Yard in Hereford posed a unique challenge. Not your typical restaurant, The Yard is Hereford’s answer to Boxpark, offering a collective dining experience with options from Burger Shop, Leaven Pizza, The Bookshop, and rotating chef residencies—all ordered seamlessly via a QR code at the table.

With such a distinctive concept, The Yard wasn’t benefiting from traditional local SEO searches like “restaurant near me.” Instead, its Google Business Profile needed to communicate its one-of-a-kind offering, while ensuring it complemented the profiles of its partner businesses rather than competing with them. A tricky balance, but one we managed to perfect.

Key Results: Local SEO Strategy That Delivered Big for The Yard

Through our tailored Local SEO strategy, The Yard achieved exceptional results:

  • A 255.9% year-on-year increase in Google Business Profile interactions, proving that even niche hospitality concepts can thrive online.
  • A boost in traffic to all partner business profiles, demonstrating that our approach harmonised rather than cannibalised their visibility.
  • Enhanced non-branded keyword performance, helping new diners discover The Yard while searching for terms like “casual dining Hereford” and “food hall near me.”

How We Tackled The Yard’s Unique Challenges

  1. Crafting a Unified but Distinct Profile
    We created a Google Business Profile that celebrated The Yard’s unique identity without overshadowing its partner businesses. By emphasising its collaborative nature and versatile dining options, we helped diners understand what makes The Yard special.
  2. Highlighting Non-Branded Keywords
    Since “The Yard” wasn’t a common search term, we focused on optimising for non-branded, high-intent keywords like “food hall Hereford”.  This approach ensured The Yard appeared in searches where diners didn’t know exactly what they were looking for but were eager to try something new.
  3. Simplifying the Customer Journey
    With a clear description, enticing imagery, and seamless integration of menus and booking options, The Yard’s Google profile guided users from discovery to dining without confusion.
  4. Supporting Partner Profiles
    We ensured that the SEO strategy for The Yard complemented the profiles of Burger Shop, Leaven Pizza, and The Bookshop, increasing visibility across the board. This collaborative approach avoided competition between profiles while maximising exposure for all.
  5. Analysing and Adjusting
    Through regular monitoring and tweaks, we ensured the strategy stayed on course, driving consistent results and maintaining harmony across all profiles.7

Why Local SEO Works for Unique Concepts Like The Yard

No matter how unconventional your hospitality business is, an optimised Google Business Profile is key to visibility. The Yard’s remarkable results prove that with the right strategy, even the most complex challenges can be tackled.

At Hospitality on the Map, we love taking on puzzles like this. From enhancing non-branded keyword performance to creating synergy between partner businesses, we’ve got the tools and expertise to help your unique concept thrive.

Ready to put your hospitality business on the map? Let’s work together to create your success story.

Dorian Kirk
Founder - Art Hospitality

We’ve worked with SEO agencies before, but On The Maps actually shows us the numbers that matter. Their reports are concise, easy to understand, and focus on real revenue impact—not just traffic. Thanks to their Local SEO strategy, we’re bringing in more direct bookings than ever.

Madeleine Smith
Head of Marketing at Grosvenor Inns

We didn’t just want more traffic—we needed more customers. On The Map focused on high-intent searches, making sure people who found us online actually booked a table or a room. Their data-driven approach proves the impact on our revenue every month.

Emma Stevenson
Marketing Director at Oak Taverns

Before working with On The Map, our pub was lost in the crowd on a busy high street. Now, we’re ranking at the top for local searches, and new customers are finding us daily. Their Local SEO strategy made sure we’re the go-to spot in the area

FAQs

What Is Local SEO, and Why Is It Important for Hospitality Businesses?

Local SEO is the process of optimising your online presence to attract more business from local searches on Google and other search engines. For hospitality businesses like hotels, restaurants, and pubs, 70% of local clicks come from Google’s Map Pack, making Local SEO critical for driving foot traffic, bookings, and revenue.

How Does Google My Business Help My Hospitality Business?

Google My Business (GMB) is a powerful tool that helps your business appear in local search results and Google Maps. By optimising your GMB profile with accurate information, high-quality photos, and weekly posts, you can:

 

  • Increase your visibility in Google’s Map Pack.
  • Attract more bookings and walk-in customers.
  • Engage with potential customers through reviews and updates.

How Long Does It Take to See Results from Local SEO?

Most businesses see noticeable improvements in 3-6 months with consistent Local SEO efforts. However, the timeline depends on factors such as your location, competition, and the quality of your current online presence.

Can You Help with Multi-Location Businesses?

Absolutely! We specialise in Local SEO for multi-location hospitality businesses such as hotel chains, restaurants, and pub groups. We create tailored strategies for each location, ensuring every venue ranks well in its local market.

What Is Included in a Local SEO Campaign?

Our Local SEO campaigns typically include:

 

  • Google My Business optimisation.
  • Local keyword research.
  • Onsite SEO (title tags, H-tags, local schema).
  • Citation building and directory management.
  • Content creation (blogs and FAQs).
  • Review and reputation management.
  • Each campaign is customised to meet the specific needs of your business.

What Is Local Schema, and Why Is It Important?

Local schema is structured data added to your website to help search engines understand your business details, such as location, opening hours, and services. Implementing local schema can:

  • Improve your chances of appearing in rich search results.
  • Boost your visibility for local queries.
  • Drive more targeted traffic to your site.

 

How Do Reviews Impact Local SEO Rankings?

Reviews are a significant factor in local search rankings. Businesses with:

  • Positive reviews are more likely to rank higher.
  • Engaged review responses build trust with customers and search engines.
  • We help you manage reviews to improve your online reputation and increase visibility.

 

What Are Citations, and Why Do They Matter for Local SEO?

Citations are online mentions of your business name, address, and phone number (NAP). These are crucial for Local SEO because:

  • Consistent citations improve your local rankings.
  • High-quality citations build trust with search engines.
  • We ensure your business is listed accurately on top directories such as TripAdvisor, Yelp, and Google.

How Do Blogs Help My Hospitality Business Rank Higher?

Blogs targeting local keywords (e.g., “best restaurants in [city]” or “top hotels near [landmark]”) can:

  • Drive more organic traffic to your site.
  • Showcase your business as a local authority.
  • Answer common customer questions, which improves engagement and time spent on your site.

Why Should I Choose Your Agency for Local SEO?

We specialise in Local SEO for hospitality businesses, with 15+ years of experience working with restaurants, pubs, and hotels. Our tailored strategies deliver measurable results, from increased bookings to higher foot traffic. We’re not just an SEO agency—we’re your partner in driving hospitality success.