The restaurant website is a continually evolving animal.
Getting it to do what you want is a lot easier said than done. In most cases, restaurant websites act only as brochures and so getting people to click through still requires classic SEO techniques rather than flashy website antics and bells and whistles. That means, it’s got to show up in the results, and then it’s got to inspire a click.
Schema Markup is first and foremost being used simply to make your website stand out on the Google search results page. It’s unfair, but it really is that simple. That’s not to say that you should consider Schema Markup only as a way of adding some lights around your search results listing, but you could think of it that way. And for most restaurateurs.
Schema.org designed a way to label some of your site’s HTML content so that search engines – like Google, Yahoo and Bing – can better read the content and know exactly what it refers to. When they’ve done that, then they can re-present some of it to searchers on that search results page. Take a look here at exactly what Schema.org thinks restaurants should be indicating.
You won’t be immediately loading up your entire website with every possible Schema code, but because Schema is relatively new (or at least, because it’s only slowly being adopted), it’s a fast way to bump your click-throughs from search engines. In part, that’s because few of your competitors are going to be yet using it. Let’s get going. (more…)