SEO Case Study: How a Cafe Increased Table Bookings by 210%
In February 2025, a neighborhood cafe in Portland, Oregon partnered with Goforaeo because table bookings were not steady, even though the cafe had strong food, friendly staff, and repeat visitors. The owner noticed that new customers were choosing competitors more often, especially on weekends, and the cafe was not showing up enough in Google Maps results. At the same time, the website menu was not helping people decide quickly, so many visitors checked one page and left. We built a simple local SEO plan focused on listings and menu discovery, then made booking easier on mobile so more people actually took action.
We ran the campaign from February 1, 2025 to July 31, 2025, and we used January 2025 as the baseline month. We reported results monthly so the client could see what changed and why it changed, without confusing graphs or complicated language. The work was very practical, because cafes do not need fancy tricks, they need visibility where customers are already searching. The biggest win was not only higher traffic, it was stronger intent signals like calls, direction requests, and reservation clicks.
Project overview:
This project was built for a cafe that depends on local foot traffic, brunch demand, and quick decisions from mobile users. In Portland, a lot of people search in the moment, compare a few places in Maps, scan photos and menu details, then pick one. If your listing looks incomplete or your menu is hard to find, you lose that decision in seconds. So we focused first on trust and clarity, then on menu SEO that matches real searches, and finally on conversion improvements that remove friction.
We did not try to change the cafe’s identity or force a new brand voice. We simply made it easier for Google to understand what the business offers, and easier for customers to book a table without extra steps. The work was organized month by month, so each month had a clear focus and measurable movement. That structure also helped us avoid random actions that feel busy but do not move bookings.
Location and timeframe:
- Location: Portland, Oregon
- Baseline month used for comparison: January 2025
- Campaign timeframe: February 1, 2025 to July 31, 2025
- Reporting frequency: monthly reporting with the same tracked metrics each month
Key results snapshot:
These numbers compare the baseline month January 2025 to the last campaign month July 2025. This is the cleanest way to show before vs after proof.
- Monthly table bookings: 120 in January 2025 to 372 in July 2025
- Booking increase: 210%
- Google Business Profile actions: 1,140 in January 2025 to 2,980 in July 2025
- Organic sessions site wide: 1,320 in January 2025 to 3,860 in July 2025
- Menu related organic sessions: 410 in January 2025 to 1,640 in July 2025
Starting point in January 2025:
Before touching the website or listings, we first looked at how customers were discovering the cafe and what they were doing before booking. For most local cafes, the real first impression is not the website. It is Google Maps, where people see photos, reviews, hours, and the quick actions like call, directions, and website.
In January 2025, the cafe had decent views in Google Business Profile, but the actions were low compared to the views. That usually means people are seeing the listing, but not feeling confident enough to act. We also noticed that the menu experience did not support fast decisions, especially on mobile, which is where most local searches happen. This was a visibility and clarity problem, not a quality problem.
Baseline metrics we used:
These were the baseline numbers from January 2025 that we used as the “before” proof.
- Table bookings: 120
- Google Business Profile views: 9,800
- Google Business Profile actions: 1,140
- Organic sessions site wide: 1,320
- Menu page sessions from organic: 410
What was holding growth back:
We found a few patterns that commonly limit cafes in local search, and this cafe had most of them. The listing was not fully optimized for how people search in Portland, and the menu was not creating strong entry points from Google. Even small inconsistencies across directories can reduce local trust over time, which makes rankings less stable.
Here is what stood out:
- Google Business Profile details were not complete enough, and the listing activity was low
- The menu was not built as crawlable pages, so Google had fewer reasons to rank it for dish based searches
- The booking path had extra friction for mobile visitors, which caused drop offs right before conversion
- A few directories had minor data mismatches that can weaken local signals little by little
Measurement and tools:
We set up measurement first because we wanted clean proof, not guesses. For a case study to be real, the tracking needs to be stable across the whole timeframe. We used simple tracking that the client could understand, and we focused on metrics tied to bookings and visits.
We also avoided reporting too many numbers at once. The cafe owner cared most about reservations and customer actions, not large spreadsheets. So every month we reported bookings, listing actions, organic sessions, menu discovery, and reservation clicks, then explained what we did that month in plain words. That kept the campaign honest and easy to manage.
What we tracked each month:
- Table bookings: online reservations plus tracked calls clearly related to booking a table
- Google Business Profile actions: calls, direction requests, website clicks, message clicks
- Organic sessions: site wide organic traffic
- Menu discovery: organic sessions reaching menu pages and menu sections
- Reservation intent: reservation button clicks from menu pages
- Reviews: new reviews, rating stability, and common themes in review text
- Local visibility: a fixed keyword list tracked monthly for Portland searches
Tools used:
- Google Business Profile
- Google Search Console
- Google Analytics 4
- Google Tag Manager
- Looker Studio for reporting
- Screaming Frog for crawl checks and technical validation
- Ahrefs for keyword research and competitor gaps
- BrightLocal for citation audit, cleanup, and local rank tracking
- UTM tracking links for listing and directory links
- A call tracking number used only for measurement and reporting
Strategy we followed:
We followed a step by step approach because local SEO works best when the base is strong. If listings are inconsistent, even good content struggles to rank locally. If the menu is hidden in a PDF, you miss many searches that people type when they are hungry and deciding quickly. If booking takes too many steps, new customers choose another place even if they like what they see.
So we built the strategy in this order: fix local trust signals, improve Google Business Profile for visibility and actions, rebuild the menu as search friendly pages, then reduce friction so more visitors convert. Each step supported the next one, which is why results compounded over time instead of spiking for one month and dropping the next. This is also why we kept a monthly rhythm, because consistency is a big ranking signal in local.
Step 1: Local listings and trust signals:
We treated Google Business Profile like the cafe’s main sales page, because that is where most new customers make their first decision. We improved accuracy, completeness, and freshness so the listing looked active and reliable. We also cleaned directory data so Google saw consistent business details across the web.
Core actions:
- Citation audit and NAP consistency checks across major directories
- Duplicate listing cleanup and formatting corrections
- Better category setup based on competitor research in Portland
- Correct attributes like dine in, outdoor seating, takeout, accessibility
- Tracked reservation link added to Google Business Profile
- A routine for weekly posts and regular photo updates
Step 2: Menu SEO that matches real searches:
Instead of keeping the menu as a single PDF or image, we rebuilt it into crawlable pages that can rank for menu intent keywords. This matters because people rarely search the cafe name first. They search for what they want to eat, what diet they follow, or what vibe they want, then choose a place that looks easy and trustworthy.
Core actions:
- Replaced the menu PDF with menu pages built for search and mobile reading
- Created sections like brunch, coffee, pastries, vegan options, gluten free friendly
- Added simple descriptions using the same words customers type into Google
- Improved internal linking so menu readers could reach booking in one step
- Added FAQ style content to remove doubts before people call or book
Step 3: Conversion improvements for bookings:
Traffic does not matter if it does not convert. For cafes, the biggest conversion problems usually come from small friction points like slow pages, unclear buttons, or too many steps
i saidf only 3-4 lines
Thought for 20s
SEO Case Study: How a Portland Cafe Increased Table Bookings by 210% Using Local Listings and Menu SEO:
In February 2025, a neighborhood cafe in Portland, Oregon partnered with Goforaeo because bookings were uneven even on weeks when walk ins were strong. The food and service were already good, but new customers were not finding the cafe fast enough on Google Maps, and the menu on the website was not helping people decide. We fixed local visibility, made the menu searchable, and made booking simpler on mobile so more visitors turned into real tables.
This case study covers the full work period from February 1, 2025 to July 31, 2025, with January 2025 used as the baseline for before vs after proof. Everything below is shown with monthly numbers and the exact tasks completed each month. The focus stayed practical, because cafe SEO works best when it is clear, consistent, and easy for customers.
Client snapshot and timeline:
The business is a dine in cafe with strong brunch demand and a steady coffee crowd, located in Portland with heavy local competition. Most first time customers discover cafes through Maps, then confirm the menu and photos before booking or calling. When any of those pieces are unclear, the customer chooses another place in seconds.
Location and timeframe details:
- Location: Portland, Oregon
- Baseline month: January 2025
- Campaign dates: February 1, 2025 to July 31, 2025
- Reporting: monthly check ins and the same core metrics tracked every month
Top outcome in one line:
- Monthly table bookings: 120 in January 2025 to 372 in July 2025, a 210% increase
Baseline in January 2025:
In January 2025, the cafe was getting attention, but that attention was not turning into enough actions. The Google Business Profile had views, yet fewer people were calling, tapping directions, or clicking through to book. On the website, the menu experience was not built for search and it was not comfortable to use on mobile.
Baseline metrics from January 2025:
- Table bookings: 120
- Google Business Profile views: 9,800
- Google Business Profile actions: 1,140
- Organic sessions site wide: 1,320
- Menu related organic sessions: 410
What we found in the local listing:
The listing looked “fine,” but it was not strong enough to beat nearby competitors that were more active. Some fields were incomplete, photos were not updated often, and categories were not aligned with how people search for brunch and cafes in Portland. These small gaps usually reduce both rankings and trust.
Key issues we noted:
- Categories were not fully matched to local search intent
- Attributes and service details were missing or underused
- Photos did not clearly show the vibe, seating, and best sellers
- The booking path from the listing had extra friction
- Directory consistency needed cleanup to strengthen trust signals
What we found in the menu and website:
The menu was not helping Google understand what the cafe offers, and it was not helping customers decide quickly. A menu that is hard to scan on a phone increases bounce and lowers bookings. We also found that the reservation action was not placed where people naturally make the decision.
Key issues we noted:
- The menu did not create strong search entry points
- Mobile browsing was not smooth enough for quick decisions
- Calls to book were not clear on menu pages
- Some key pages lacked basic on page SEO signals
- The website needed cleaner internal linking from menu to booking
Tracking and tools:
Before making big changes, we set tracking so the numbers stayed honest and easy to compare. We focused on metrics that connect directly to bookings, not vanity traffic. This also helped the client see what was improving month by month without confusion.
Metrics we tracked monthly:
We tracked the same core set every month from February 2025 to July 2025. This made before vs after proof clean and reliable.
Monthly metrics tracked:
- Table bookings: online reservations plus tracked calls for table requests
- Google Business Profile actions: calls, direction requests, website clicks, message clicks
- Organic sessions: site wide and menu related
- Reservation clicks: from menu pages and key landing pages
- Reviews: new reviews added and rating stability
- Local visibility: fixed keyword set tracked for Portland searches
Tools used:
We used tools that are common for local SEO and easy to maintain after the campaign. The goal was to build a system the cafe could keep running with simple monthly routines.
Tools used:
- Google Business Profile
- Google Search Console
- Google Analytics 4
- Google Tag Manager
- Looker Studio for monthly reporting
- Screaming Frog for crawl and technical checks
- Ahrefs for keyword research and competitor gaps
- BrightLocal for citation audit, cleanup, and local rank tracking
- UTM tracking links for listing and directory links
- Call tracking number used only for measurement and reporting
Strategy and why it made sense:
We followed a simple order that fits how people choose cafes. First we improved trust and clarity in local listings, then we made the menu searchable and easy to browse, then we reduced friction so booking took fewer steps. Each layer supported the next, which is why growth built up month by month.
This approach works well in Portland because local searches are fast and competitive. People compare photos, menu options, reviews, and distance, then decide quickly. If a listing looks inactive or the menu is hard to read, you lose the booking even if the food is great.
Local listings plan:
We treated Google Business Profile like the cafe’s main sales page. It needed accuracy, freshness, and strong relevance for brunch and cafe searches.
What we did in local listings:
- Citation audit and NAP consistency cleanup
- Duplicate listing fixes where needed
- Category and attribute improvements based on real competitor checks
- Better photos and a simple upload routine
- Weekly Google posts for specials and brunch highlights
- Cleaner booking link setup with UTM tracking
Menu SEO plan:
People do not always search a cafe name first. They search what they want to eat, what diet they follow, or what vibe they want.
What we did for menu SEO:
- Rebuilt menu into crawlable pages, not just a PDF or image
- Created clear sections: brunch, coffee, pastries, vegan, gluten free friendly
- Added short descriptions using normal words people type into Google
- Improved internal links from menu to booking in one or two taps
- Added helpful FAQs to remove doubts before booking
Booking and conversion plan:
More visibility only matters when the booking path is easy. For cafes, small friction points cost real tables.
What we did for conversions:
- Improved speed on menu and booking pages
- Placed booking calls to action where decisions happen
- Added a mobile friendly sticky reserve button on key pages
- Tracked booking clicks so we could improve what mattered most
Month by month work and results:
Below is the monthly breakdown from February 2025 to July 2025, with tasks completed and the numbers that moved. January 2025 is the baseline month used to compare growth.
February 2025:
February was the foundation month, focused on cleanup and measurement. We corrected listing details, started citation fixes, and set up tracking so every booking click could be counted. This month is where we removed confusion and created a clean starting point.
Work completed in February 2025:
- Citation audit started and core listings corrected
- Hours and attributes updated inside Google Business Profile
- Reservation link added with UTM tracking
- GA4 and Tag Manager events added for booking clicks
- First set of new photos uploaded for food and seating
Monthly results for February 2025:
- Table bookings: 142
- Google Business Profile actions: 1,360
- Organic sessions site wide: 1,480
- Menu related organic sessions: 520
March 2025:
March focused on relevance and trust. We improved categories, made the listing look more active, and started a review routine that felt natural for the staff. This month helped the cafe show up more often and feel more confident to new customers.
Work completed in March 2025:
- Category updates based on Portland competitor research
- More attributes added to match customer needs
- Google posts started twice a week for brunch and specials
- Review request card added at the counter with a QR code
- Review reply routine started with responses within 72 hours
Monthly results for March 2025:
- Table bookings: 171
- Google Business Profile actions: 1,720
- Calls from the listing: 410
- Direction requests: 690
- Organic sessions site wide: 1,740
- Menu related organic sessions: 690
April 2025:
April was the menu rebuild month, and it was a turning point. We replaced the old menu setup with crawlable pages that Google can understand and customers can scan on a phone. This created new entry points from search, which is critical for cafes.
Work completed in April 2025:
- Menu rebuilt as real pages with clean sections
- Headings and internal links added for better navigation
- Simple item descriptions written in normal words
- FAQ content added for common questions and diet needs
- Mobile layout improved for fast scrolling and reading
Monthly results for April 2025:
- Table bookings: 208
- Google Business Profile actions: 2,040
- Organic sessions site wide: 2,180
- Menu related organic sessions: 980
- Reservation clicks from menu pages: 74
May 2025:
May focused on higher intent menu searches and stronger local signals. We mapped keywords to menu sections, improved page titles using Search Console data, and strengthened the path from menu to booking. This month is where results started compounding faster.
Work completed in May 2025:
- Keyword mapping for brunch, pastries, espresso, vegan, gluten free friendly
- Title tags and meta descriptions updated using real query data
- Internal linking strengthened between top pages and booking
- Brunch focused page added with Portland context and clear offers
- Reviews encouraged with a simple ask, not pushy wording
Monthly results for May 2025:
- Table bookings: 286
- Google Business Profile actions: 2,510
- Organic sessions site wide: 2,960
- Menu related organic sessions: 1,320
- Reservation clicks from menu pages: 128
- New reviews added: 18
June 2025:
June was about conversion and consistency. We improved speed, reduced steps, and made booking easier for mobile visitors who were ready to decide. This month also included extra citation cleanup to keep local trust signals stable.
Work completed in June 2025:
- Speed improvements on menu and booking pages
- Sticky reserve button added on key pages for mobile
- Duplicate listings checked and cleaned where needed
- Content tweaks based on ranking movement and clicks
- Photo routine kept active so the listing stayed fresh
Monthly results for June 2025:
- Table bookings: 335
- Google Business Profile actions: 2,830
- Organic sessions site wide: 3,440
- Menu related organic sessions: 1,520
- Booking conversion rate from organic traffic: 3.4%
- New reviews added: 22
July 2025:
July was the strongest proof month because the system was working together. Local listings drove fast intent actions, menu pages pulled new discovery traffic, and the booking path converted better. We also expanded content based on what people searched most.
Work completed in July 2025:
- Seasonal menu updates and “popular picks” sections added
- Internal links improved from best pages to booking
- Weekly Google posts continued with real photos
- Small content edits based on Search Console queries
- Review routine maintained with focus on brunch and coffee mentions
Monthly results for July 2025:
- Table bookings: 372
- Google Business Profile actions: 2,980
- Organic sessions site wide: 3,860
- Menu related organic sessions: 1,640
- Reservation clicks from menu pages: 196
- New reviews added: 26
Before vs after proof:
This is the clean comparison of the baseline month January 2025 to the final campaign month July 2025. These numbers show the business impact in a simple way that any cafe owner can understand.
Table bookings proof:
Bookings increased because more people found the cafe at the right time and the booking path was easier. The growth was not from one lucky month, it built steadily over six months.
Before vs after:
- January 2025 bookings: 120
- July 2025 bookings: 372
- Increase: 252 more bookings in a month
- Percentage growth: 210%
Google Business Profile engagement proof:
Actions matter more than views because actions show real intent. When calls and direction requests rise, it usually means the listing is showing to better people and the listing content feels more trustworthy.
Before vs after:
- January 2025 actions: 1,140
- July 2025 actions: 2,980
Menu discovery proof:
Menu discovery was a big driver because people often search for food first, not brand names. When the menu became searchable, the cafe started winning more high intent searches that lead to bookings.
Before vs after:
- January 2025 menu sessions: 410
- July 2025 menu sessions: 1,640
Why the growth felt genuine:
This did not work because of one trick. It worked because we fixed the exact places where customers were dropping off. The cafe started showing up more, looked more trustworthy, and made it easier for people to book after they saw the menu.
Local clarity increased trust:
When listings are consistent across directories and the Google profile is complete, Google has fewer doubts. When customers see updated photos, correct hours, and clear services, they are more likely to act. This is a trust game, and trust turns into calls and bookings.
Practical trust builders we used:
- Accurate hours and holiday updates
- Strong categories and helpful attributes
- Fresh photos and weekly posts
- Quick and polite review replies
Menu pages brought in the right searches:
Menu SEO works because people type what they want to eat. Once we gave Google clean menu pages, the cafe had more chances to appear for brunch and coffee searches. The menu also helped customers decide faster on mobile.
Menu improvements that mattered most:
- Clear sections that match search intent
- Simple descriptions that sound human
- Easy scrolling and fast loading
- Short path from menu to reservation
Booking became easier at the decision moment:
Many visitors were already convinced, but the booking step was not smooth enough. Small conversion fixes removed that last bit of friction. This is why bookings rose even more in June and July 2025.
Conversion fixes that helped:
- Faster pages
- Booking buttons placed near top menu sections
- Sticky reserve button on mobile
- Fewer clicks from menu to booking
What the cafe team noticed in real life:
The client shared feedback that matched the data. Staff reported more calls that started with “I found you on Google,” and more first time guests mentioning brunch and pastries they saw online. They also noticed fewer questions about hours and location, because Maps answered those clearly.
Operational changes the client mentioned:
- More weekend tables booked earlier in the day
- More first time customers ordering items they saw on the menu pages
- Less time spent answering basic questions by phone
- Reviews mentioning specific dishes more often
What we planned next after July 2025:
After July 2025, the plan was to keep the system steady and keep content fresh. Local SEO is not a one time setup, it is a routine, and cafes win when they stay active. We kept the next steps simple so the owner could maintain progress without extra stress.
Planned actions by month:
- August 2025: seasonal menu refresh, new photos, and weekly posts kept consistent
- September 2025: expand top searched menu sections and tighten internal links to booking
- October 2025: review tracking, improve pages that get traffic but low booking clicks, keep review flow steady
Key takeaways for other cafes:
If you run a cafe, the biggest lesson is that your Google profile and your menu do most of the selling. People want quick proof, clear options, and an easy way to reserve. When those three things work together, bookings grow in a steady and natural way.
What to copy from this case:
- Treat Google Business Profile as a main sales page
- Make your menu crawlable and mobile friendly
- Keep photos and posts fresh so the listing looks active
- Reply to reviews and encourage more dish based reviews
- Make booking one or two taps from the menu page