Claiming your profile is just the start. A well-maintained GBP can be the first impression for hungry customers searching “food near me”—a term that saw a 99% YoY increase, with “food near me open now” jumping 875%!

Here’s what stood out:

• Photos (and videos) matter: Upload high-quality shots often to keep your profile fresh.
• Menus are key: According to Google, menus are the #1 factor diners consider when deciding where to eat. That means it’s crucial to keep your menu links, photos, and descriptions accurate, comprehensive, and visually appealing. Bonus tip: Set a preferred ordering provider (like Toast) and remove unauthorized third-party delivery vendors to ensure customers have the best experience.
• Share timely updates: Start by connecting your social media profiles like Instagram, TikTok and YouTube (more on that below). Then use Google’s native Update/Post feature to share offers, events, or seasonal specials. This content can show up across search results.
• Leverage AI: Use Google’s integrated AI tools to streamline your profile. For example, let AI craft your business description or transcribe your menu by simply uploading a photo or PDF. This time-saving feature ensures your menu is structured and optimized for relevant searches. I expect further integrations with Gemini in the coming months, which will bring even more AI-powered enhancements to your profile.

Bonus tip on reviews: While we didn’t specifically address managing reviews at the Summit, I always encourage my clients to monitor and respond to them. Why? Because responding demonstrates digital hospitality, showcasing your commitment to customer experience and leaving a positive impression on potential customers who may be reading.

Use my THANKS framework when replying to reviews, whether positive and negative:

• Thank the reviewer for their feedback.
• Highlight something specific from the review (a dish, a service moment, etc.).
• Address any concerns, if negative, or reiterate your business philosophy, if positive.
• Next step, either invite them back or take convo offline to resolve.
• Keep responding to reviews in a timely manner, both for consistent service and for the sake of future searchers.
• Share positive reviews across channels to boost credibility.

In addition to responding, continue to flag inappropriate or inaccurate reviews as needed. While Google’s threshold for removing fake reviews can be frustratingly high, I’m hopeful they’ll continue to enhance the integrity of online reviews through AI and human support.

Google is doubling down on YouTube as a priority platform for restaurants, with Shorts as the feed for short-form, vertical videos. If your bakery isn’t on YouTube Shorts yet, now is the time to start:

• Content ideas: Behind-the-scenes footage, recipes, new menu reveals, employee food/music favorites, “day in the life” videos.
• Repurpose content: Use tools like Repurpose.io to share your Instagram Reels or TikToks as YouTube Shorts. Thanks to Rev Ciancio for the rec.
• Go live: Unlike Instagram or TikTok, YouTube promotes live videos long after the stream ends, giving your content a longer shelf life.
• Caption appropriately: Include the name of your shop in the Title and Description. Tag the geolocation to help enable Place Pivot Pages.

Shoutout to Shawn Walchef, owner of Cali BBQ Media, for sharing how doubling down on YouTube has opened doors to new partnerships and sponsorships. Even if ROI isn’t immediately trackable, the long-term opportunities can be huge.

While I focus mostly on organic discovery, you’ll want to take advantage of paid advertising because it’s not as competitive in the world of independent bakeries. Whether it’s running traditional search campaigns or leveraging AI-driven Performance Max (PMAX), Google Ads can help drive foot traffic to your bakery. Here’s how to make the most of it:

• Use high-quality assets that showcase your menu, vibe, and storefront.
• Test local actions like “Get Directions” in your campaigns—Google reports that 50% of users who click on this end up visiting.
• Highlight your discounts and offers to encourage customers to visit your physical store. Think of it as a souped up Yelp check-in offer. Currently available on PMAX only.