Showing up “Higher” in Search on DSPs
Kyle Starkey
Helping brick-and-mortar chains attract, convert, and retain customers through paid media, local SEO, and digital marketing optimizations.
Getting In Front Of People When They Are Hungry
Delivery service providers (DSPs) like Doordash, Uber Eats, GrubHub, and even Yelp have given us a way to connect directly with customers when they are hungry. People are more likely to choose restaurants if they appear closer to the top when someone searches for us on one of these DSPs.?
If we're in the 8th position, they have 7 other choices before they even know we are an option. If we were in position 3, only 2 other choices were available. 58% of people make their dining choices within the first 5 results.
Understanding DSPs amp; Ranking Factor
The main DSPs we focus on are Doordash, GrubHub, and Uber Eats. I recommend being on there if you are not listed on these. Like Google organic traffic, each platform has its own algorithm that we can work to optimize our listings so that we show up higher and bridge the gap between advertising to driving sales. When talking to DSPs, they don't want you to focus on this because they'd rather you spend money on Advertising, so taking these actions is a hack we can do to get more out of these Partnerships.
In the same spirit of getting in front of people when they are hungry, you should be concerned with Yelp, Google Business Profile, Bing Places, Apple Maps, and TripAdvisor. The above image is from our Yelp rep for Cheba Hut "Toasted" Subs
Controllable Ranking Factors
Completing your Business Profiles
Many businesses overlook the importance of fully completing their profiles on DSPs. This means painfully filling out every section—from uploading the correct images and logos to ensuring accessibility features and accurate business hours are listed. Strategic use of keywords within your profile's description, such as "sandwich shop," "subs near me," and "sandwich places that deliver," along with your location details like city and state, will help give DSPs rich information to know they are providing their users with what they are looking for.
Customer Reviews and Ratings
Consistently gathering customer reviews is vital, as platforms consider the quantity and recency of feedback. It's about more than having a high total number of reviews; receiving regular feedback, such as 30 reviews a month over the last three months, is critical. To improve the quality of reviews, prompt customers with specific questions like, “Could you share your thoughts on your sub today?” This approach is more effective than a generic request for reviews and encourages detailed feedback incorporating valuable keywords, such as the names of your dishes. These keywords within reviews can positively influence your rankings on DSPs.
Quality and Frequency of Photos and Media
Pictures Sell Entrees. Pictures can significantly influence a customer's decision to order from you. While not all DSPs permit frequent updates, platforms such as Yelp, GBP, Bing Places, and TripAdvisor do. It's highly recommended that you refresh your photo gallery monthly or quarterly with high-quality images directly from your shop. This showcases your offerings and enhances your appeal to potential diners deciding whether to choose your establishment. Regularly updating your visual content serves as a compelling invitation to customers.
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Operations Quality
It goes without saying that maintaining high standards in order accuracy, wait times, cancellations, and minimizing downtime is crucial for your visibility on DSPs. These factors directly influence your platform recommendations. Prioritizing these operational aspects helps ensure better rankings and recommendations, significantly affecting your business's success on these platforms.
Expanding Service Area Listings
Expanding your service area can significantly increase your market reach. Based on discussions with a DoorDash representative, extending delivery radiuses to 10 miles has not negatively impacted review quality. This strategic expansion allows us to tap into a broader customer base without compromising service quality. By targeting a wider area, we can exponentially increase our potential market, enhancing our visibility and customer acquisition potential on platforms like DoorDash.
Uncontrollable Ranking Factors
In the competitive landscape of DSPs, numerous ranking factors are beyond your control. Even with stellar reviews and operational excellence, the proximity of competing eateries to customers might still nudge them higher in search results. However, your objective remains to distinguish your establishment through superior quality, potentially swaying customers to prefer your offerings, even if it means a marginally higher price or wait time.
You can use market analysis tools (e.g., Placer AI) to gain insights into market saturation and demand, helping you fine-tune your positioning. Promotions and discounts from competitors may temporarily eclipse your visibility and influence customer decisions. By vigilantly tracking these trends, you can tailor your services and marketing efforts to counteract adverse effects and bolster your standing on DSP platforms.
Maximizing Success with DSP Rankings
Despite the challenge of uncontrollable factors in DSP rankings, there's a significant opportunity to enhance our performance through strategic actions:
By focusing on these areas, we can better leverage our DSP partnerships to improve visibility, attract more customers, and ultimately drive success.