13 ways for restaurants to get lucky in Google searches. Or why they must learn to love food blogs

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If you haven’t noticed most people find your website or blog through Google. Yes, it may be through Yahoo! But until somebody comes up with something better Google is king.

The reason why restaurants or any other small or medium sized business need to take notice of blogs is that very probably a blog will come higher up in search results than you. This is unless the Google search is for your website name alone. In reality, it may be for something like “Melbourne Italian restaurant”. Moan about it all you want. But unless you think you can topple Google, you can’t stop bloggers.

Plus is a country where media ownership is concentrated into a few powerful hands and you are lucky to find two daily papers in a city, blogs offer a tiny little bit of diversity. For instance, in The Age gossip columnist and reviewer John Lethlean writes three columns a week, plus two in the Melbourne Magazine and at least one (two this month) in Gourmet Traveller monthly. That’s seven columns in one week sometimes and, yes, I’m jealous of the money and exposure. John’s a nice guy and I’m not after his job (there are many in line before me). But sometimes it is nice to hear from someone with a different point of view. And this is a function of the lack of local media diversity.

Blogs also offer a marketing oportunity if approached in the correct way.

I was interviewed on blogging for the new restaurant industry website and job directory I Eat I Drink I Work by journalist David Sutherland. He gives a very fair account of the current debate, some may say stand-off, between bloggers and chefs and restaurateurs. I was also invited to speak to a small group for Restaurant and Catering Victoria on the same topic the other week. I had a few technology problems but hope I got the same message across.

And at Talk Business sessions at Restaurant08 I’ve been given another opportunity to pontificate in two sessions – one on reviewing and another on the web (with someone with Google who will put my small pot of knowledge to shame).

So here we go my:

1. Blogs are here to stay and somebody will one day blog about you. Because blogs are automatically Search Engine Optimised it is likely that a blogs story about you will rank higher in a Google search than you will. Don’t believe me? Google Collingwood tapas or Gordon Ramsay Melbourne or Bistro Guillaume or Giuseppe, Arnaldo. You’ll find me. Or another blogger up there with The Age and News Ltd.
2. 70% of people don’t get past the first four results of a Google search. Even fewer get to the bottom of page one or to page two and beyond. You need to be Search Engine Optimised, which means using certain words and techniques which are actually quite simple. Somebody out there wants to charge you thousands for SEO. Your own blog does it for nothing but a little effort.

3. Blogs are Search Engine Optimised because:

  • They are content rich. For example I now have over 650 stories each seen as a single page by Google which helps take me up the search rankings. You only need to post a couple of times a month if that. It is the constant renewing of words on a site and growth of content that partly helps increase rank in search.
  • Blogs get lots of links which looks good to Google.
  • Blogs get lots of comments which looks good to Google.
  • Stories published within blogs can be tagged – just words that are associated with a story. For example, tapas, Collingwood, restaurant, Gertrude Street. These are exactly the kind of words people use in Google to find a restaurant.
  • Feeds, often known as RSS or Atom feeds. These are a stripped down version of a webpage that tell search engines and readers when a webpage has been updated. It is that funny orange symbol at the top right of this page. Online services such as Google Reader allow you to subscribe to RSS feeds and will tell you when a webpage is updated. All blogs have this technology built in.

4. The software behind blogs is incredibly powerful and is the same or better than that used to drive most expensive websites. It is often free (WordPress, Blogger) or reasonably cheap (Moveable Type, Typepad) or Open Source (WordPress) which means there are loads of neat bits that can simply be plugged into it. It doesn’t take too much to learn how to use this. If you have a teenager to help, all the better.

5. Blog RSS feed statistics can be read through the free service Feedburner. This service also allows you to make your feed into a simple newsletter and manage its subscribers online. This is FREE. Many small businesses I know pay a subscription for newsletters based on the numbers of subscribers. This is a really good cheap way to communicate with customers. Many web design companies will charge a fee for each newsletter sent out.

6. Google Analytics is one of the most powerful statistics packages you can get. It is FREE. many small businesses are charged money by web development companies for statistics. You don’t need to pay just cut and paste a bit of code into a template or use an easy to plugin piece of software. If you choose to buy online advertising you can monitor traffic through Google Analytics.

7. You do need some background software with your webhost that many local web hosts charge extra money for locally. Therefore I would go with a host such as Bluehost which has it all installed. In fact, you can install WordPress which is what many leading bloggers use in literally the click of one button. it is as simple as sending an email. Bluehost also has a service whichwill submit you to search engines for free.

8. Designs simply have to be uploaded to a folder on the web server and can be swapped in one click. Many many designs are free. And a tailored design can costs from under $100 to about $1,000.

9. Don’t think of a blog as a blog. It is a website in a particular format. You can use a blog to drive a website and have your blog whereever you want on the site. The most effective place to put a blog is on the front page.

10. But what content do you use? Think of a blog as a newsletter. Anything that is new. The new seasonal produce, the new menu, the new staff member, a new wine on the wine list. Even your football tipping. These are all stories that will engage people and be attractive to Google. It is simple to set-up Feedburner to send out a newsletter too – for FREE.

11. Linking is easy. Link to other blogs and they will find you. Importantly you should comment to – be social. When you comment you leave your web address and some other information. This links back to your site so people can find out who you are. try it now and people will click to your site.

12. I would suggest registering a blog with the site Technorati which is a search engine for blogs and monitors links. Again, it is free and simple.

13. Some of these things sound complicated but they are not. They just take a bit of time and very little money. If there is demand, I’m happy to post about how to se up a WordPress website or blog.

FOOD FASCIST

  • Nice to see that the Gourmet Traveller blogs finally have RSS feeds. This should help build regular traffic every time it updates. Will comments come soon.
  • More main media food blogs required. SBS launches one next month. My latest effort Food and Wine Daily is in development here which so far has cost less than $100 (although I have a couple of small creases to iron out).

Ed Charles is a journalist and digital consultant who spend the better part of the part two decades in Australia. He trained with IPC in London and has written for major international and national business and lifestyle titles. Establishing this blog in 2005, he was one of the first of a handful of food bloggers in Australia. He's spoken at the Melbourne Writers Festival and Emerging Writers Festival and has broadcasted regularly on food and digital media issues. He is currently writing a history of mankind told through food.

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