Friday, August 10, 2012

Help your restaurant's SEO - About us

Some of Ordys' customers already know that I often emphasise the importance of writing About us page, so here it is again.
I decided to dedicate a post to it :)
Quite often About us page is disregarded and not given much thought. Sadly, many food businesses write there about themselves in a way that is not interesting for a client. All you put on that page should be visitor-focused. So give information that matters to your clients, write from their perspective.
Of course, it's about finding a balance, do let your clients know what your business is about; what drives you and why you do what you do. It's nice to show that there is a real human with big passion for his/her work behind that business.

You can include the following:
- short story about your business, background info
- what you specialise in; your best, most popular dishes
- how you cook, what ingredients you use
- are you happy to organize parties? cater for groups?
- what is different about your business, why your potential clients should dine with you
- let them know that they can order online
- share your business news/events
- write about your involvement in local community
- encourage them to register and link with you on your social pages for special offers and business updates
- include links to other online presence pages like your YouTube channel for example
- let them know what others think about you - put a link to a site with your place's reviews

Why is it worth to write an appealing About us page?

First of all. People buy from people.
Your mission, passion and values will speak for itself and make your customers like your place. Write your business story not history. Keep it short and genuine. When done properly your customers will connect with you and remember you.

And there is another reason, a technical one.
Every website is indexed by Google and other search engines.
When Google comes to your page, it scans all info given and on that basis directs searches to it. Basically, you need to tell Google who you are and what you do. It sounds easy but here is the important part: when writing your About us page you need to remember to include your keywords.
You are probably asking now - how do I know what my keywords are?
Keywords are search terms used by those who are conducting the search. That means that your keywords are phrases which your potential clients put into a search engine's search box when looking for a place like yours. For example, for an indian restaurant they might be: 'curry in city/postcode', 'order tikka masala online in city/postcode', 'delivery', 'indian takeaway in city/postcode', 'home delivery'.

Use headings - Google recognizes that text included in them is important so values it more, that's why it is good to put some keywords there as well.

Don't overdo it.

Your copy, most importantly, must be easy to read. Think that Google likes what your customers do; don't make it complicated and stuffed with keywords in every line. It won't be interesting and it will be difficult for the reader to follow.
What I can advise you is to write your copy first. Then, when it is almost ready, go slowly through it and think which words of your text can be swapped for a keyword, how to change it to include a keyword term. Anyway, that's how I do it and I hope it will work for you too.

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