SEO for bars and pubs – more guests with search engine optimization

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Local SEO for bars and pubs

Google Maps & Business Directories

Google Maps is a core Google service for search queries with a local component. As you’ve probably noticed many times yourself, Google sometimes even displays a map directly on the search results page (SERP).

The reason for this is that people usually look for a bar or pub nearby and not at the North Pole. I myself live in Friedrichshain and I am mainly shown results within walking distance. However, small changes to the search can lead to different results.

Comprehensive local SEO for bars and pubs also includes entries in business directories. This generates visibility and often traffic as well.

Referencing also creates so-called backlinks. These signal the relevance of a particular bar or pub to Google and thus boost its visibility in search results.

Tracking local rankings, in turn, allows you to analyze these rankings. With the right methods, even small or new providers can therefore enter already competitive markets very successfully.

Rank Tracking and UTM Parameters

You can monitor a local service provider’s rankings for specific keywords using the appropriate tracking tools. I personally use https://localranking.com/.

Here, I’ll show you some examples of my profile’s rankings as an SEO freelancer on Google Maps. I have this checked automatically for myself—and, with the necessary adjustments, for various clients—on a weekly basis. My location in eastern Berlin serves as the focal point.

This type of rank tracking is generated by simulated queries from different geographic coordinates. In my case, I use a 9×9 grid with a 3-mile spacing—which extends from my location in Berlin practically to the city limits of Potsdam.

You should then analyze the clicks and impressions using UTM tracking parameters. To do this, create a link with the appropriate parameters and add it to your Google Business Profile. You can then analyze the data separately in Search Console. You can use this tool I’ve created for that purpose.

Optimize Your Google Business Profile

The Google Business Profile (formerly Google My Business) is a service that allows businesses to actively manage their profiles on Google Maps. It enables businesses to provide basic information such as contact details and hours of operation. In addition, businesses can upload images and short videos.

But above all, depending on the business model, you can also showcase services and products. In doing so, many providers make the big mistake of using terminology based on their own internal perspective.

However, potential guests often use different keywords. Accordingly, tailored descriptions of services and products are crucial to the success of SEO for bars and pubs.

Keyword research for bars and pubs

Keyword research for bars and pubs is primarily about localization. For example, given that there are more than 700 pubs in Berlin, the keyword “pub in Berlin” is a broad search term.

Google then processes such a query using linguistic models and in combination with other signals, such as the searcher’s location.

But even a keyword such as “bar in Friedrichshain” still offers a lot of leeway given that the district covers an area of around 9.8 km². A keyword such as “pub on Frankfurter Allee” is a much more precise choice.

Frankfurter Allee itself, however, is a major thoroughfare in Berlin and is about 3.6 kilometers long. If you’re really thirsty, you probably wouldn’t want to walk all the way from the Samariterkiez to Lichtenberg Station.

Especially in densely populated areas, keyword targeting for bars and pubs is therefore not entirely trivial and always depends on the individual case.

Optimize for tripadvisor.de and similar

Another aspect of SEO for bars and pubs is the systematic optimization of websites such as tripadvisor.de. An estimated 28 million users currently visit this website each month, in part to find bars and pubs online.

As part of a comprehensive SEO strategy for restaurants, optimizing profiles on such platforms is an essential component. Especially if you already have the necessary images and text —for example, for your Google Business Profile or your own website—you can tackle this area very efficiently.

Regional link building for bars and pubs

Google and many other search engines factor numerous signals into their rankings. In addition to content relevance and technical quality, these primarily include backlinks.

When it comes to SEO for bars and pubs, the regional aspect is also very important. For example, it is (usually) of little use to a Berlin bar if the company is listed in a business directory for Braunschweig.

Website Development & Optimization

CMS, Text, Images, and Video

The best way to create a website for bars or pubs is with a widely used CMS such as WordPress. Mainstream products have the advantage that practically all possible problems have already been answered in forums. If difficulties arise, you can quickly research the solutions.

An optimized site structure is then crucial for specifically targeting common search queries. This involves using keyword research to identify the terms potential guests commonly use and, ideally, systematically incorporating them into a keyword map.

To design the homepage and landing pages, you need content. Text and images are especially important. Good videos can be a huge asset.

Both written and visual content require targeting for suitable keywords. Otherwise, it can easily happen that even high-quality content is never actually visible to potential guests.

Structured data Local Business

With “structured data”, the major search engines cooperate to offer fantastic script formats for local companies, among others. This can be used, for example, to store GEO coordinates of a restaurant in the source code of a website.

This provides Google and other companies with the exact location of a business. This, in turn, increases the likelihood that the business will be prominently featured in this Google Maps feature.

In addition, when it comes to SEO for bars and pubs, you can also break down your services using structured data. This is just as feasible as including contact information, image links, descriptions, profiles on industry portals, and much more.

Here is an example of an abridged excerpt that I, as an independent SEO freelancer, use on this website.

To create structured data for your local business and its related services, you can use this tool I’ve created:

On my blog, I published statistics on structured data from local businesses in Germany. As part of the analysis, I also examined the websites of 2,378 bars and pubs.

In this SEO analysis of more than 100,000 websites, I summarized possible alternatives in categories. In this way, I was able to capture relevant structured data for local companies in a very comprehensive approach. Due to the growing importance of videos, I also took their use into account. Here you can see the values and alternatives used:

Here you'll soon find an overview of this segment and the obvious opportunities in the area of search engine optimization. I'd be happy to advise you in detail on the specifics of your industry.

Web Performance & Core Web Vitals

Last but not least, the website of a bar or pub should be very fast. In addition, there should be no shifting of content during loading. Google has summarised the key metrics for Core Web Vitals:

• Largest Contentful Paint (LCP) >: Load time for the largest visible element (image or block of text)
• Interaction to Next Paint (INP) >: Response time to clicks and input
• Cumulative Layout Shift (CLS) > Layout shifts that occur while content is loading

My SEO services for bars and pubs

With these services, I help my clients achieve a place in the search engine sunshine. Strategically clever and consistent in implementation, I support my clients in achieving their corporate goals.

I usually agree with my clients to work on specific topics within the framework of individual hourly packages up to a certain point in time. This is followed by invoicing and, if necessary, discussion of the next package.

If required, I can also provide monthly SEO support.

My Hourly Rates and Flat Fees

I can offer SEO for bars and pubs as a one-off service or as part of monthly SEO support. We agree on the type and scope in a detailed preliminary discussion.

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My references

What Customers Say About Me

"Isn't the best proof of an SEO specialist's skills when they demonstrate on their own project what they offer as a service to their clients? I came across Wolfgang through a Google search because I was looking for help in increasing my website's visibility. We’ve already successfully implemented a few things together, and many more will follow. Thank you for your reliable, transparent, and effective support!"

"I am an attorney and notary, and I have been working with Wolfgang Reinöhl for about a year. Right from the start of our collaboration, he developed a clear strategy for me, a significant portion of which has already been implemented. Since then, the website has performed exceptionally well and has risen significantly in Google search rankings. User inquiries are now much more targeted and relate to the areas in which we practice."

"Before I found Wolfgang, my website wasn't getting much—if any—traffic. But in an incredibly short amount of time, he managed to get my website to attract exactly the right customers—he's a true professional and an SEO expert!"

"I highly recommend SEO Freundlich. He takes the time to explain everything clearly, and the optimizations have a lasting effect—ideal, even if you want to learn more about SEO yourself."

What My Colleagues Say About Me

"Wolfgang Reinöhl is a SEO master strategist with an excellent understanding of structured data. He is totally based and I love his bias towards action. Always a pleasure."

"I used to work with Wolfgang Reinöhl in a large SEO agency. I value him as a safe bank and we also enjoy working together as freelancers."

"Wolfgang Reinöhl is one of the best SEO freelancers in Berlin. Professionally an ace, personally top and a great colleague for many projects."

"I was Wolfgang Reinöhl's first SEO team lead. Even as a junior, he developed his own SEO solutions and really impressed me."

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"I know Wolfgang Reinöhl from our time together as SEO team leaders in a large full-service agency. You can always rely on him."

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1. Get in Touch: You can contact me by phone, email, or through the form.
2. Discuss Project: I will first take a thorough look at the project, and we will then discuss the technical and business situation in detail.
3. Written offer: Based on this meeting, I prepare a written offer with a detailed list of the planned measures.

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Frequently asked questions about SEO for bars and pubs