Your Google Business Profile is incomplete and it's costing you customers every single day. I've optimized profiles for restaurants across the Pacific Northwest, and the difference between a fully optimized profile and a neglected one is twenty to forty customers per week. Here's exactly what to fix.
Claim and verify your profile if you haven't already. Search your restaurant name on Google and click "Claim this business" if it's not verified. Google will mail a postcard with a verification code to your address. This takes five days but you can't fully manage your profile until it's done. Do this first before anything else.
Choose the most specific primary category possible. Don't select "Restaurant"—choose "Italian Restaurant," "Sushi Restaurant," or "Steakhouse." Your primary category determines which searches you appear in. Someone searching "sushi near me" won't see restaurants categorized generically as "Restaurant." Be as specific as your concept allows.
Add five to ten secondary categories that describe other aspects of your restaurant. If you're an Italian restaurant that also does catering and has a full bar, add those as secondary categories. This expands the searches where you might appear without diluting your primary identity.
Upload at least one hundred current photos across all categories—exterior, interior, food, menu, team. Google explicitly states that businesses with more photos get more clicks and direction requests. Your competitor with 200 photos ranks higher than you with twelve photos, everything else equal. Upload ten new photos every month minimum.
Write a complete business description using all 750 characters available. Include your cuisine type, signature dishes, neighborhood, ingredients sources, and what makes you different. "Family-owned Italian restaurant in downtown Kirkland specializing in handmade pasta using Pacific Northwest ingredients and imported Italian olive oil" is better than "Italian restaurant serving lunch and dinner."
Set your business hours accurately and update them immediately during holidays. Wrong hours are the fastest way to generate angry one-star reviews. When you close early for a private event or holiday, update your profile that morning. Use special hours feature for holidays instead of just closing temporarily.
Respond to every review within 24 hours—good and bad. Google's algorithm rewards businesses that actively engage with reviews by showing them more prominently in search results. Your response rate and speed are ranking factors. Set up alerts so you see new reviews immediately.
Post updates weekly about specials, events, new menu items, or seasonal offerings. These posts appear in your profile and signal active management to Google's algorithm. Posts older than seven days lose visibility, so consistency matters more than occasional bursts of activity.
Enable messaging so customers can text you questions directly from your profile. Many potential customers have simple questions about reservations, dietary options, or hours. If they can't get quick answers, they call your competitor instead. Respond to messages within fifteen minutes during business hours.
Add your menu directly to Google using the menu section or link to your website menu. People deciding where to eat want to see your menu and prices immediately. If they have to click through three pages to find your menu, they're choosing the restaurant where it's visible in search results.
Set your service area if you offer delivery or catering. By default, Google only shows your business to searchers very close to your physical location. If you deliver to surrounding neighborhoods, explicitly set those areas in your service settings so people in those locations see you.
Track your insights monthly to see how many people find you, what actions they take, and which photos perform best. This data shows whether your optimization efforts are working. If your profile views are declining, you need to post more, add photos, and get more reviews.
Managing a fully optimized Google Business Profile with weekly posts, constant photo uploads, review responses, and accurate information requires ongoing attention most restaurant owners can't maintain while running operations. RestaurantDestinations.com directories complement your Google presence by providing additional visibility in local search channels, reducing your dependence on perfectly maintaining every optimization detail.
Quick Action Checklist
Initial Setup:
- Claim and verify your business (if not done)
- Choose most specific primary category (not just "Restaurant")
- Add 5-10 relevant secondary categories
- Fill out complete business description (use all 750 characters)
- Add accurate hours including special holiday hours
- Enable messaging feature
Photos (Do This First):
- Upload at least 100 photos total across all categories
- Include: 20+ food photos, 10+ interior, 5+ exterior, 5+ team
- Use high-quality, well-lit current photos (not old or blurry)
- Upload 10 new photos every month minimum
- Label photos clearly (dish names, etc.)
Weekly Maintenance:
- Post update about special, event, or new menu item
- Respond to all new reviews within 24 hours
- Check and respond to messages within 15 minutes during hours
- Verify hours are accurate (especially before holidays)
Monthly Tasks:
- Review insights/analytics to track performance
- Add recent photos from the past month
- Update menu if items changed
- Check that all information is still accurate
Advanced Optimization:
- Set service area if you deliver/cater
- Add products (merchandise if applicable)
- Create posts for upcoming events 2 weeks ahead
- Ask satisfied customers to leave reviews (don't incentivize)
- Add FAQ responses in Q&A section