An incredibly thought-provoking article showed up today, written by a current restaurant owner – but one that has experience in technology circles. I strongly recommend reading it: https://www.saddlebackbbq.com/how-google-doordash-grubhub-conspire-screw-local-restaurants .
Obviously the top-line theme is how GrubHub and DoorDash take a large proportion of the monies from online orders. But there is a lesser theme that I want to emphasize which is easy to lose in the outrage. Quoted from the article:
DoorDash pays Google an advertising fee to steal customers that are searching for our restaurant name “Saddleback BBQ” and they are redirecting them to their own page. From there a customer can purchase from any BBQ restaurant in Lansing…From https://www.saddlebackbbq.com/how-google-doordash-grubhub-conspire-screw-local-restaurants
Here’s the takeaway: While SEO is important, it’s not the end of the line. You could be the top result for your keywords, for your own business name (which was the case for this BBQ restaurant), and competitors will still take business away from you by running ads on your own name. This shows the power of a Google ad, especially an ad within Google’s Knowledge Panel (the side panel that provides contextual information).
That’s why it’s so critical to buy Google Ads on even searches you’re the top result in: to get rid of competitor ads that are trying to redirect business that should be yours. It might sound like a lot of extra money to spend, but as long as you provide a interesting landing page for the user the additional cost should not be too much.
One of the recurring themes I like to touch on with this site is how important ads revenue is to Google. As Google optimizes their search to show more local and “hyperlocal” content, more space will open up to show ads. Businesses will have a choice: buy up those ad slots, or their competitors will.
That’s why you need to be buying Google ads.