Google My Business needs to be a prominent piece of every local restaurant marketing strategy and search strategy.
Integrating data like this for marketing is essential to best optimize your customer experience. As the local search market grows, local businesses need to maintain a presence within local search results through online marketing efforts and ideally integrate with an online ordering for restaurants, and this is where your Google My Business listing comes into play.
Google Local Search clicks to the website were responsible for 52% of all of the Google Search traffic to the website, and 31% of the total traffic to the website. If we sum the driving instructions and phone calls as “goal conversions” (as those for a restaurant generally imply a firm movement toward a sale), this is an equivalent of an 8.5% bonus to the goal conversions of the website, as their goals have been fulfilled before the user even visits the site.
Looking at the differences between the Google Webmaster Tools data, we can deduce that the Local Search displays are providing an additional 184% bonus search exposure to the business beyond the standard Google Web Search.