Salut! – Restaurant in London

How we increased the visibility of a restaurants Google Business profile for localised searches


listings on search


phone calls to the restaurant


website clicks from GMB


The Brief

Salut!, a restaurant based in Islington, London, offers a relaxed take on modern European food with casual yet fine dining food in a relaxed atmosphere. Martin, restaurant owner, came to us with the need to target local users looking for a dining experience. With the ever-changing Google algorithm updates, Martin felt as though he had reached his potential in optimising by himself. Seed was set with the objective of expanding the reach of the Salut! Website through Local SEO tactics, targeting specifically London & Islington based keywords.

The Strategy

Based on the brief that was given to us, we went away and put together a full Local SEO Strategy. This included conducting a full review, audit & optimisation of the Google MyBusiness Profile, keyword research in order to identify how people are searching in the local area, identifying local citations and backlinks that could support the primary keywords, as well as looking at optimisation opportunities on the website in order to improve organic rankings for localised keywords.

Within the Google MyBusiness audit, we found that a lot of the information was out of date or no longer relevant, so the first step was to ensure this profile was as up to date as possible. Following this, we then looked at how we can optimise the profile, by updating the business description, the sub-categories, the menu and more. Bringing all these areas together meant that we had a completed and up to date Google MyBusiness profile that was really targeted to local users.

By identifying local directories and review platforms, we were able to pull together a list of backlink opportunities that were not currently being taken advantage of. We then found the journalists and contact details of these, in order to reach out to these publications to request a link. These opportunities included articles such as “Best Restaurants in Islington” or “Top 10 Modern European Restaurants in London”.

The final stage was to look at how we can optimise the current website in order to make sure we were ranking organically for localised searches. By updating the meta data, on page-headings and on page content to be targeted towards the primary keywords, we could support the localised listings with high organic listings as well.

The Results

Within just a few days of optimising the Google MyBusiness profile, the performance of the business profile started to see an upwards trend as we started to rank in the map packs for localised searches. The restaurant started ranking in 1st position in map packs for the search terms of ‘Modern European Restaurant London’ & ‘European Restaurants London’. As a result of this, over the next month, compared with the previous period, we saw a 32% increase in business listings on search, with a 23% increase in business profile interactions from these increased audience. Included in this was a 91% increase in phone calls from the profile to the restaurant, as well as a 30% increase in website clicks from the profile.

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