Pizza Today - July 2023 - 29
Make sure it's a website that
accurately represents you, including
photos of you, photos of the way your
food really looks, and updated menus.
Google scans all these websites often,
so when they see the website is updated
often, it gives it more potential
to be viewed at the top of Google.
Google My Business
Another easy way to enhance
SEO is by claiming your Google
My Business page and ensuring your
name, address, phone number and all
information is correct, and you put
photos in there to feed the beast that
is Google. Do this for all review sites
and all other social media platforms
and ensure your information is correct.
Then
make sure you have great
photos across all these sites; if not
schedule a pro to come and shoot
one.
Reviews
In line with feeding the beast of
Google, respond to all online
reviews, not just the bad ones.
Review responses tell the search
engine that you really do operate
and run your active store. Additionally,
respond professionally to their
reviews and handle negative reviews
constructively on Yelp, Trip Advisor
and Facebook.
Then: The snowball effect of
accolades
To gain awards and accolades,
here is my snowball effect method.
First and foremost, have good food.
Consistently deliver greatness with
a unique sales proposition that no
one else is doing in your community.
Great ingredients with a staff that
cares and genuinely have a solid and
consistent experience to ensure your
review score is high.
After local, go national.
As local awards are coming in, seek
national awards. The easiest path
to fast-track national attention is a
great showing at the International
Pizza Challenge at Pizza Expo in
Las Vegas. Then with that prestigious
claim to fame of even participating
in such a competition, you can go
back to your town and advertise that.
To market that, you can send a press
release of where you placed, DM the
local news to do a story on you and
post about it on your feeds. If you
place badly, you can still talk about
the experience of competing, and
smaller markets will run with that
story.
If you're not getting the press to
come out, convince influencers and
food critics to check you out.
Encourage them to post on their
feeds, as they might already have a
large organic following in your community,
and all the while, showcase
JULY 2023 / PIZZATODAY.COM / 29
Community
Once you have a solid product,
engage with your community.
Become an active member in
everything you can, whether it's the
Chamber of Commerce, sports teams
or charitable events. Be familiar with
those who live and operate near your
pizzeria. Be a face they know and
trust. Once they all dig you, you can
go after the local awards, like every
small town's Best Of Award. No
matter how big a restaurant is, they
all start with local awards and notoriety
like this.
Go after these awards aggressively,
but never stuff a ballot or betray your
integrity to get an award. Once you
have a legit award, market the heck
out of it. Pabst Blue Ribbon is still
riding high off a winning the " America's
Best " award at the World's
Columbian Exposition in Chicago
in 1893, 130 years later, they're still
using that accolade on their label.
any achievement you've accomplished
no matter how small because it will
snowball into bigger ones if you keep
consistently serving solid food in an
inviting environment sold by people
who dig what they do.
Network with others like you.
After that, I advise networking in
this industry to make professional
friends, learn about what they're
doing in their community, mimic
what you like, and avoid what you
think doesn't work. It's a neverending
cycle.
Unsolicited Awards
Our most notable achievements I
didn't ask for. They found us when
a food writer or clickbait intern
scoured the internet and determined
us to be the best in our area.
National " Best Of " awards typically
are not written by people who have
physically eaten at your restaurant.
But, by having the best reputation
online based on real experiences over
time, we end up in these prestigious
articles. That is the culmination of
the snowball effect of good SEO
becoming great consistent reviews
that earn more customers and
thereby more visibility into more
prominent awards.
These things are doable by everyone
in our industry. Pulling it off
takes excellent determination, time,
awareness, and effort.
MIKE BAUSCH is the owner of Andolini's
Pizzeria in Tulsa, Oklahoma
http://www.PIZZATODAY.COM
Pizza Today - July 2023
Table of Contents for the Digital Edition of Pizza Today - July 2023
Pizza Today - July 2023 - CT1
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Pizza Today - July 2023 - Cover1
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Pizza Today - July 2023 - Cover3
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