This title may generate some uncertainty or even alarm the reader, but I am convinced that many have perceived significant changes in the digital positioning of the web pages of the restaurants in recent years or months in the search macro.
Why is it so complex to increase the web traffic on Google? Why often the website does not appear at the top when you search the restaurant? Why have better positioning pages Google My Business, Tripadvisor O ElTenedor?
Surely many readers who follow this digital newspaper made this reflection and think it is increasingly difficult for users and potential customers access the website of the restaurant through Google, in both its desktop and mobile.
If we go back a few years ago, Restaurants fighting in the digital battle for a better positioning of your website in the search, This allowed through good architecture, a constant generation of content and dynamic optimization, it eventually got a relevant positioning and thus be easily locatable on Google with some desired keywords.
When I talk about relevant positioning, I refer primarily to being in that top 1 that will guarantee some results to a search by users, that are profitable, generating conversions as classroom visits, We ordered the online booking.
But all this has changed that, Google, through some of its large tentacles digital, mainly Google My Business y Google Maps, He is obsessed with capturing directly user traffic, which leads to an obvious counterpart, the decrease or worsening of the positioning of the websites of restaurants.
Today, any user looking for a restaurant has a very low probability of entering directly on the website of the same, as You will find most of the information on the tab of Google My Business and other portals aforementioned, or even in some social networks you probably are above the direct link itself to the web.
Or at least, You have to pay Google Ads for a positioning your own name or brand in the top of the search. If it already is not doing the booking agency online on duty, to get the customer before their own restaurant website. Definitely, a complex environment, changing and highly competitive.
In the next image can be seen the quantitative difference between data search of a restaurant tab in Google My Business and visits to the website, They are monthly and have decided to ignore the name of the client:
Google was using the term Clic Useful as one of its main elements for convincing companies that users should find the information they sought through their website just a click away (One Clic). The websites and content managers had to position as many URLs / links to get the user reached the information I needed just through a click.
But now, Google has removed from its argumentario these terms and has started talking about the zero Click, that is to say, the user does not have to click on any link to the search page to find the required information, because it will be able to provide that information only writing in the search space that you are interested in. Today, You can access all the information in a restaurant, without making a single click.
But this is no casual, follows a well-defined strategy, it has much to do with the business volume generated connecting with customers and restaurants within the marketplace, not forgetting the digital trail representing each of the interactions and feeds the increasingly powerful big data company.
Google knows that if you build an ecosystem of attractive content for restaurant (Data restaurant, Contact, schedules, paper, menus, Photographs, offers, Statistics …) supported by the content generated by the customer, with photographs and principally million reviews and opinions, rehogado with artificial intelligence, You win the battle to the websites generating a high value contribution to the two ends of the chain. Customers are more than satisfied their need for information and interaction, Y Restaurants access a single platform, easy to manage and maintain, no investments in programming or design, adaptable to any device, enabling high visibility and access a multitude of data to meet the digital customer as I had never known.
But this is not the end, It is just the beginning, all this traffic, connections and interactions be monetized through CTA’s, action buttons that appear gradually in the Google universe and today we can already see in the form of calls or reserves, and very soon we will see food delivery orders, takeaway, spooling, transport service, payments and etc., multitude of actions involving negotiations between the parties or bring digital to face through economic transactions, in many cases with agreements with major players in each country, and that is a huge business intermediary for the American giant.
At this point, reflection that arises is whether it is necessary to continue developing websites for restaurants when it seems clear that the near future is not too good for this. It is a debate I have with many of the clients who advised and they hire me as a consultant external digital, and I will not deny that in some projects, the website of the restaurant has not been a priority in the development of digital strategy.
This decision, It can not be generalized, It must be analyzed each of the cases, as for me it is still important to have unrestricted digital space where the restaurant can tell your story with absolute freedom, without the shackles of external portals. Even, We must not forget that the website of the restaurant is becoming increasingly, in an authentic digital store or ecommerce with very interesting rates of return.
I can not conclude this article without making a final assessment of the benefits and harms that in my opinion brings this new model, where the weight of the website is relativized in an important way.
There is an obvious advantage in the fact that today a restaurant should not invest large resources of time and money in developing its digital web, external portals allow you to focus solely on the provision of content and all tedious and expensive tasks of the technical part is excluded. Currently any restaurant, in record time, You can have an important digital relevance thanks to such external platforms.
But on the other hand, I worry notably the bottleneck that is being generated through these macro webs that dominate traffic, the interaction, the content, data and know better than anyone the consumption habits of customers and counterparties at all times need from restaurants, and they are going to become essential elements in the digital relationship between the two. This leads to a dangerous terrain that is the digital monopoly, where few firms dominate a huge market and become the biggest restaurants in the world without a single restaurant on property, as we are seeing in other sectors.
As I never tire of repeating in my lectures and my students, eating has become a major digital product, and technology companies know, no market has a ratio of repetition or repeating a habit of consumption as high as food, If Google is able to connect directly 20% This habit will become the company's food and hospitality most powerful planet and that's an opportunity that will not let go.
The goal is clear, hide small digital doors involving the websites of restaurants to open the digital door of the search giant a multitude of interactions, services and products that meet customer and purchase. It seems that the websites of the restaurants have died, Long live the websites!