Your restaurant profile.
Help diners decide. Then act.
Diners use the profile to decide where to go, when it is open and what is on the menu. Start with the facts that matter at that moment, then improve the path from a search to a booking, takeout order or reservation.
Explore the frameworkCorrect the facts. Then improve the hand-off.
Accurate hours, a representative menu and the real venue name do more than decoration: they answer the questions diners ask before they choose a restaurant.
- 01Record the venue
- 02Confirm identity
- 03Check hours & menu
- 04Test booking & ordering
Restaurant teams reviewing what diners see before a visit, reservation or order.
Clear ownershipThis guide owns the restaurant profile and its customer routes. Menu SEO, restaurant content, reviews and website design remain separate implementation resources.
The wider Restaurant SEO strategy ↗The right hours. The real menu. A clear next step.
- 01Record the venue
Keep a dated starting point
- 02Confirm identity
Match the actual operation
- 03Check hours & menu
Show what customers can expect
- 04Test booking & ordering
Reach the right page and team
- 05Measure dining outcomes
Separate actions from outcomes
Record the current profile before editing
Confirm who controls the profile and the access level of everyone who manages it. Record the profile URL, verification state, business name, category, address and hours display, menu links, phone number, booking or ordering integrations and the linked website. Keep a dated screenshot and a change log.
Ask the owner which service the venue genuinely operates today: dine-in, takeout, delivery or a mix, and whether booking or ordering happens through the profile, the website or partner platforms. Separate the flagship dining experience from bar, brunch or delivery-only offshoots so the profile describes the actual business.
Check identity and category accuracy
Use the name on the door, website, menus and receipts, not a slogan or a description of the cuisine. Google's guidelines require the real-world name; marketing taglines, phone numbers, URLs and service details in the name are not allowed. Legal terms belong only when consistently shown in the real world.
Choose the fewest categories that describe the core business, selecting the most specific accurate option in the current list. The test is whether the business IS the category, not whether it HAS a feature on the side: a burger bar that sells some desserts is a burger or fast-food restaurant, not a dessert restaurant.
A separately identifiable, eligible restaurant, cafe or bar inside a hotel should be represented as that business rather than added as a category merely because the hotel has the amenity. Check the actual operation; an incidental breakfast counter is not automatically a separate business. A genuinely separate delivery-only food brand, with its own branding, packaging and website, may be eligible for its own profile under Google's food-brand guidance, but the parent restaurant does not automatically gain a second profile just because it offers delivery; eligibility follows the real arrangement. Where an eligible delivery-only brand is set up, it hides the address and sets service areas. Do not create a second profile for the same dining room; one profile represents one business location.
Check available categories in the live editor. Category lists change and should never be copied from older guides.
Keep hours and menu accurate
Google's restaurant guidance is specific: use the hours when diners can sit down and dine in. If there is no dine-in service, use takeout hours, then drive-through hours, and only as a last resort delivery hours. Use special hours for holidays and mark temporary closures accurately; a permanently closed venue should be marked closed rather than left with old hours.
The menu should represent what is actually available at the business. Full menus can be meal-specific, such as separate breakfast, lunch and dinner menus with links between them. Sample menus that list only popular items should not be submitted, and the menu URL must not be a direct link to a third-party ordering or delivery service.
Test the phone and website on a phone as a diner would: tap the call action, load the linked page and try the booking or order route. The phone number must connect to the venue (or its own direct line) and be under the business's control. What Google disallows is a number or URL that refers callers to a different business or that business's landing page; a tracking number the restaurant controls and that still lands callers with the restaurant is not such a referral. Verify the destination callers actually reach.
| Situation | What the profile should show |
|---|---|
| Dine-in, takeout and delivery all offered | Dine-in hours, full menu, booking and order routes as configured |
| Takeout only | Takeout hours and an accurate pick-up and ordering path |
| Delivery-only kitchen | Hide the address, set service areas, keep the distinct brand and website |
| Holiday or temporary closure | Special hours or a temporary-closed status, not stale regular hours |
Use genuine photos and balanced feedback
Show the dining room, real dishes as served and the team where staff consent. Explain what each image shows without inventing dishes or promising a fixed experience. Replace stale photos of old menus or different venues because they mislead diners, not to hit an upload target.
Ask diners for honest feedback about genuine visits. Google's policies prohibit offering incentives, such as payment, discounts or free goods, in exchange for posting any review, regardless of the rating, and prohibit discouraging negative reviews or selectively soliciting positive ones. A free drink for a five-star review is out of bounds, and so is a basket card slipped only to tables that seemed happy. Reply briefly and professionally, take complaints like a cold dish or a booking mix-up into a private conversation, and never use a reply to pitch promotions.
Worked example: the profile lists dine-in hours, but the venue closed the dining room and now serves takeout only, and the menu still shows old dishes. Update hours to takeout, refresh the menu and align the linked page before expecting useful traffic. This is an illustrative diagnosis, not a claim about this venue's performance.
A profile is only the beginning.
Connect the information customers discover to the work your business actually provides.
Match the profile to the venue’s current operation. A menu view or direction request is a signal, not a customer.
Reservations · Takeout orders · CoversConnect profile activity to covers, bookings and orders
Suitable work
- Reservations
- Takeout orders
- Covers
What to investigate
- Profile interactions
- Menu views and direction requests
- Requests for unavailable services
Apply the measurement method
After edits, re-check the public profile and test the diner's journey: search on a phone, compare the hours and menu shown, and try each call, booking or order route. A submitted edit is not the same as a visible one.
Where your systems allow, compare profile interactions with reservations, takeout orders and covers, and note how often enquiries are about services the venue does not offer, such as events or banquet space. A direction request or menu view is a signal, not a customer.
Use Search Console to see which queries bring the restaurant's pages exposure and which pages answer them, then improve the page that owns the task. Revisit the profile whenever the menu, hours, ownership or ordering setup changes rather than following a fixed posting schedule.
Before you make
the change.
Should the profile list every dish we serve?
The menu should be representative of what is available at the business. Full meal-specific menus are fine; a short "popular items" sample is not, and the menu URL should not point directly to a third-party delivery service.
Can a delivery-only kitchen show its address?
Delivery-only food brands should hide the address and set service areas, and they need a distinct brand name, packaging and website. Check the current food-brand guidance in Google's representation guidelines.
May we offer a discount for a five-star review?
No. Google treats incentives for reviews or changes to them as fake and misleading content. Ask for honest feedback from real customers instead.
One focused resource.
A wider search strategy.
Sources & further reading
Official guidance supporting the implementation details. Examples in this guide are illustrative, not measured keyword volumes or client results.
Google: guidelines for representing your business ↗Google: service-area and hybrid businesses ↗Google: tips to improve local ranking ↗Google: tips to get more reviews ↗Google: prohibited and restricted content ↗Google: add or claim your Business Profile ↗Search Console: performance report overview ↗Google Search Central: helpful, reliable content ↗
Need the wider
Restaurant SEO strategy?
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