How do ‘Near Me’ searches work?#
When a potential customer types a query such as ‘restaurants nearby’, “good coffee in the city centre” or “Italian pizzeria”, Google displays what’s known as the Google Local 3-Pack — a map showing the three highest-rated and most relevant businesses.
Securing one of these three spots means a steady stream of dozens of new customers every day, completely free of charge and without paid adverts.
The 5 pillars of successful local SEO for the hospitality industry#
1. Speed and frequency of new reviews (Review Velocity)#
Google favours businesses that receive new reviews consistently every week, rather than sporadically once a month.
2. Keywords in review text#
When guests mention specific dishes in a review (“the best tiramisu in Prague”, “excellent speciality coffee”, “great daily set menu”), Google indexes these terms and links them to your profile.
3. Quick and professional responses to reviews#
Respond to 100 per cent of reviews (both positive and negative) within 24 hours. Google interprets this as a sign of an active and reliable business.
4. A fully completed Google Business Profile (GBP)#
- Accurate opening hours (including public holidays).
- A link to the menu and booking system.
- Regularly upload high-quality photos of the interior and dishes.
5. Digital directory and smart redirection#
Set up the Vincio directory on your NFC stands, which will offer guests not only reviews but also the option to follow you on Instagram, connect to Wi-Fi or sign up for your loyalty programme.
Good to know
How long does it take for an increase in reviews to be reflected in Google Maps rankings?
Do keywords in guest reviews help too?
Make the next step easier for guests.
An NFC stand opens the right link with one phone tap. No app and no searching.