Here we have an analysis of the website for a Chinese restaurant in Sheffield called Jin Ding, which currently ranks on page 3 for its main keyword term.
Key SEO On Page Elements Missing
The main things to optimise for a website are the Page Titles, the Meta Descriptions, and adding H1 tags to each page.
The website for Jin Ding has not got the main keywords in the page title, it simply says “Jin Ding Sheffield”, when it should really say “Jin Ding Chinese Restaurant Sheffield”.
They also have the same meta description and meta keywords on each page of their site, which can harm their rankings due to the panda algorithm.
Finally the H1 tag is missing on 3/4 pages, and the homepage H1 should read something like “Welcome to Jin Ding, Authentic Chinese Restaurant in Sheffield”.
Very Small Website With Little Supporting Content
Because the keyword they’re targeting is very competitive (there are lots of Chinese restaurants in Sheffield) they need a website that shows Google they’re an authority on the location and the Chinese food industry.
This could be in the form of supporting content explaining their heritage, the food origins, how the business started, and regular news posts about the business.
Over time this will produce a much larger website that Google will begin to trust far more.
Schema.org Markup for Restaurant
This website is also missing one of the most important ranking factors for local seo, which is schema.org markup. This helps Google to understand what a website does and where it is, and is vitally important for local search rankings.
There is a specific markup for restaurants which can be used, the preferred method is using the JSON LD type, and you can find out more about that here.
This combined with a strong link building campaign over several months could drastically improve the rankings of this business, and enable them to get even more table bookings as a result.
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