If you’ve ever started typing “pizza” into Google, chances are the autofill suggestion, “pizza near me,” popped up instantly. That’s because this phrase remains one of the most popular and profitable search terms in the restaurant industry.

But here’s the catch: Just being located near someone who types “pizza near me” doesn’t guarantee your pizzeria will appear in their search results—let alone rank at the top. To win the local SEO battle and increase your visibility, you need to optimize your Google Business Profile (formerly known as Google My Business) and understand how Google’s local search algorithm works.

So if dine-in and delivery orders are slow for your pizzeria these days, follow these five steps to give your pizzeria the best shot at capturing that all-important nearby search traffic:

Step 1: Optimize Your Google Business Profile

Your Google Business Profile (GBP) is the foundation of your local SEO strategy. If it’s not up to date, or worse—if you haven’t claimed it—you’re missing out on potential traffic and customers.

You can create or manage your Google Business Profile here.

Make sure to:

  • Double-check your hours (especially around holidays and events).
  • Update your pizzeria’s address and phone number (NAP consistency is crucial!).
  • Add direct ordering links if supported by your POS or delivery partners.
  • Enable messaging so customers can contact you quickly.

Step 2: Write a Strong Business Description

Google lets you describe what makes your pizza restaurant unique. Use this space to highlight key differentiators:

  • “Outdoor seating with string lights”
  • “Detroit-style pizza with 72-hour fermented dough”
  • “Award-winning vegan cheese blend”
  • “70 beers on tap and specialty cocktails”

These specific details will help you surface in niche searches like “gluten-free pizza near me” or “late-night pizza with patio seating.”

Step 3: Encourage Reviews—and Respond to Them

Google reviews are one of the top local SEO ranking factors. So it’s important to encourage satisfied customers to leave honest feedback. Just as importantly, you need to respond to those reviews—both positive and negative. That shows Google (and potential customers) that you’re active, trustworthy and responsive.

Bonus tip: Include keywords naturally in your responses. For example:
“Thanks for loving our wood-fired Margherita pizza—it’s one of our most popular pies!”

To encourage customers to post a review about your pizzeria, consider putting signage at the registers or on tabletops and train servers to remind diners at the end of their meal that you welcome their online reviews.

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For a negative review, sometimes a simple conciliatory message can be enough to get a grumpy reviewer to give your restaurant another chance or even change their review. For example, start with, “We understand your complaint, and we’re sorry that you had that experience. Let us make it up to you.” Then go from there. Think of every negative review as an opportunity to show customers that you care about them. (And keep in mind that arguing with an unhappy reviewer—or telling them off—might make you feel good for a minute or two, but it sends the wrong message to future potential guests.)

Step 4: Upload Fresh, High-Quality Photos

Photos are a major factor in user engagement and can increase click-through rates. With that in mind, consider posting:

  • Weekly shots of new menu items
  • Interior and exterior photos
  • Behind-the-scenes prep or pizza-making action

Google even uses image recognition to connect photos to user searches—yes, AI is that scary-smart now.

Step 5: Make Sure You’re Listed on Other Directories

Finally, local SEO isn’t just about Google. Make sure your business is accurately listed on:

  • Apple Maps
  • Yelp
  • Bing Places
  • TripAdvisor
  • Instagram
  • Facebook

You can also use a local SEO marketing service to manage your listings across platforms and maintain consistency.

Pro Tip: Monitor Performance
Inside your Google Business Profile dashboard, Google provides Insights to show how users are finding and interacting with your listing. Are most people finding you via “pizza near me”? What actions are they taking (calls, directions, website visits)? You can use this data to refine your strategy month over month.

A high “pizza near me” ranking is one of the most valuable pieces of digital real estate a pizzeria can own. By optimizing your Google Business Profile, showcasing what makes you special and staying active with reviews and photos, you can significantly increase your chances of turning searchers into satisfied, loyal customers.

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