How Vapiano boosted its local visibility through a structured geo-seo strategy
of local visibility
of online bookings
of average position on Google Maps
OVERVIEW
ABOUT THE COMPANY
Vapiano is an international chain of Italian restaurants. It offers fresh, fast, and customizable cuisine in a relaxed setting.
HEADQUARTERS
Bonn, Germany / Presence in France
INDUSTRY
Restaurant / Franchise
SERVICES PROVIDED
Local SEO
Google Business Profile Optimization
City pages
Local content strategy
PROBLEM
Vapiano wanted to improve the local SEO performance of its establishments in France, especially in major cities. The brand lacked visibility on Google Maps and did not appear sufficiently for queries such as "Italian restaurant + city".
THE OBJECTIVES
Strengthen local positioning for geolocated queries.
Attract more bookings via organic search.
Optimize each restaurant's Google Business Profile listings.
THE BOTANIK SOLUTION
We developed a comprehensive GEO-SEO strategy with centralized and local actions.
1 — GOOGLE BUSINESS PROFILE OPTIMIZATION
Standardization of GMBs (names, descriptions, categories).
Addition of photos, menus, and customer review management.
Creation of an internal procedure to keep profiles updated.
2 — CREATION OF SEO CITY PAGES
Writing localized pages by city (e.g., "Vapiano Lyon").
Unique content with a focus on geolocated keywords.
Linking to menus, reservations, and access points.
3 — LOCAL CONTENT & DIGITAL PRESS
Integration of local events into content.
Local netlinking strategy with blogs, food media & guides.
SEO campaigns around traffic peaks (Christmas, Valentine's Day, etc.).
THE RESULTS
In 4 months, Vapiano observed sharply increasing performance:
of local visibility
of online bookings
of average position on Google Maps
CONCLUSION
Thanks to Botanik, Vapiano strengthened its local digital presence and saw concrete growth in restaurant traffic via SEO. This approach is now being deployed on a large scale to support the brand's expansion.
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