Unlocking the Potential of Google Menus: A Guide to Enhancing Discoverability

A menu is more than just a list of offerings – it could serve as a powerful tool that influences how Google ranks your business for local F&B-related search queries. If optimised correctly, your Google Business Profile menu can be the difference between being discovered by potential diners or overshadowed by competitors. While Google’s guide explains how to add and edit a menu, this article will explore how to optimise it for maximum visibility, relevance, and discoverability.

Why Is It Important for Customers?

Convenience is key to attracting today’s customers, and the Google Menu section delivers exactly that. It allows potential diners to instantly access essential information about your offerings directly from your profile:

Types of Dishes: Whether it’s gourmet burgers, sushi, vegan plates, craft beers, or specialty coffee, clearly listing your dishes helps users get an instant sense of your offerings.

Ingredients: With growing awareness of dietary needs and preferences, a well-structured menu including ingredient details enables customers to make informed choices, fostering trust and enhancing their dining experience.

Prices: Transparency is vital and displaying prices ensures customers know what to expect, avoiding surprises and creating a seamless experience for budget-conscious diners.

Special Offers & Promotions: Highlighting deals, seasonal specials, or exclusive promotions directly on your Google menu can attract new customers and encourage repeat visits.

The Business Impact of an Optimised Google Menu

One of the most powerful aspects of using the Google Menu section is how it can improve your F&B business’s visibility on Google Search and Google Maps.

By providing detailed information about your offerings, you improve your chances of being discovered by diners searching for specific dishes, cuisines, or dining experiences. (e.g., “best seafood in Athens”).

Here’s why it matters:

Increased Search Relevance: When your menu includes detailed descriptions of your offerings with specific keywords related to your cuisine (e.g. “vegan pizza,” “authentic Thai curry,” “gluten-free apple pie”), Google can better match your business to user searches. This makes your restaurant more likely to appear when users search for those specific dishes in your area.

Better Location-Based Placement: By having an optimised menu on Google, your business has a higher chance to appear in searches like “brunch near me”, “high tea near me”, “Italian restaurants in [city]”. This increases the chances of attracting diners, particularly those new to the area or just passing through.

Improved Google Maps Discoverability: A detailed menu on Google Maps can set your business apart from competitors. Potential customers are more likely to choose your F&B business if they can easily view and evaluate your offerings directly on the map interface.

How to Optimise Your Google Menu for Search Success?

Google’s search algorithms rely heavily on exact matches when ranking businesses for specific search queries. This means that if your menu explicitly mentions items like “Margherita Pizza,” your restaurant is more likely to appear in results when users search for that dish. However, if your menu is vague or overly reliant on categories (e.g. “Pizza” without specifying the types), your visibility may take a hit.

Let’s take a look at a specific example:

Scenario 1: Your menu lists “Pepperoni Pizza”. A customer searches for “best Pepperoni Pizza near me”. Since your menu on Google explicitly names this dish, Google sees a match and is more likely to rank your business for that search.

Scenario 2: Your menu lists only “Pepperoni” under a “Pizza” category. Google may struggle to associate this with “Pepperoni Pizza”, making your business less likely to appear in related search results.

One common mistake many businesses make is relying on headers like “Pizza”, “Burgers”, or “Sushi” to convey their offerings via the Google Business Profile. While these headers help customers navigate menus, they don’t provide the specificity Google needs to understand and rank your content. Each dish should have a complete name that mirrors what potential customers are searching for.

And here are the tips to help you yield the benefits of showcasing your menu on Google:

Be Descriptive: Include not only the names of dishes but also detailed descriptions. Mention key ingredients and preparation styles. If applicable, highlight unique aspects of your dishes, such as organic, locally sourced, or specialty items.

Include Popular Search Keywords: Think like your customers. Use phrases they’re likely to search for, such as “spicy Mexican tacos”, “healthy smoothies”, “handmade pasta Carbonara”.

Regularly Update Your Menu: Ensure your online menu reflects what you’re currently offering, including seasonal dishes, specials, and price updates.

Add Allergen Information: Clearly highlight allergen-friendly options like gluten-free, dairy-free, or vegetarian dishes to attract diners with dietary restrictions.

Be specific: Instead of “Pizza”, list items like “Pepperoni Pizza” or “Mushroom and Cheese Pizza”. Similarly, avoid vague terms like “Biryani” and opt for “Authentic Chicken Biryani”. 

Keep Names Clear and Search-Friendly: Creative or branded names can add personality, but balance them with clarity for better discoverability. For instance, “Homemade Apple Pie” is more search-friendly than something like “Grandma’s Secret Delight”.

Think Like a Customer: Use the language your audience uses when searching online. If they’re more likely to search “spicy tuna roll” rather than “spicy tuna,” make sure your menu reflects this.

Is Keeping Your Menu Up-to-Date Really That Simple?

Updating your menu on Google is straightforward, empowering you to keep information current in real time. Whether you’re running a special promotion, launching seasonal or new dishes, running out of certain ingredients, or updating prices, you can make changes easily, ensuring customers always see the latest offerings. However, if you have a long list of offerings, it could be challenging and time-consuming to adjust the entire menu manually.

To ease the workload, Google has recently announced an AI feature with a tangible time-saving benefit. Business owners can now automatically generate a digital copy of their menu on Google by simply uploading a photo or a pdf version of their physical menus. 

It is important to note that this feature is still experimental and currently available only in select regions and languages, so if you have access to it within your dashboard, it is definitely worth a try.

Pro Tip: Add Photos of Menu Items and Monitor Menu Highlights

Attach high-quality, professional images to specific items on your menu. This helps Google associate the image with the dish/drink and improves user engagement. Encourage customers to mention popular menu items in their reviews and share images of them. The more frequently a dish/drink is featured in reviews, with accompanying images, the greater the chance it will appear in the Menu Highlights section on mobile, increasing its visibility.

As of this year, Google allows business owners to make corrections and updates to the generated Menu Highlights directly through the Google Business Profile Manager. This feature enables you to select an item and submit feedback to Google, informing them if a dish or drink is no longer available or if the name or image associated with it is inaccurate.

Bonus Tip: If a dish is no longer on the menu, be sure to remove any images of it from the Google Business Profile gallery as well. This increases the likelihood of its removal from the Menu Highlights section.

In Summary

By optimising your Google menu with relevant keywords, keeping it updated, and leveraging the convenience of this platform, you’ll ensure that your F&B business remains competitive in the ever-changing online environment. If you haven’t already, now’s the time to add your menu to Google and let your delicious offerings speak for themselves!