SEO Case Study: Casual Dining Restaurant Group in Dubai

What was the challenge?

A group with four casual dining branches had PDF menus and a single locations page. Talabat and Deliveroo ranked above the group for its own dishes, and delivery commission was eating margin. Ramadan and iftar pages went up late each year and then disappeared, losing any rankings they had earned.

What was the strategy?

1. 01

   Make menus readable to search engines and AI assistants

2. 02

   Make each branch rank on its own

3. 03

   Keep seasonal pages live and update them each year

What exactly was done?

3 moves, each with what was done and why it mattered.

1. 01Technical SEO

   Replaced PDF menus with HTML

   Rebuilt menus as HTML with prices and dietary labels, and added Restaurant and Menu schema for each branch.

   Why it mattered: Google and AI assistants can now read dishes and prices directly. Searches for specific dishes began reaching the restaurant's own pages.

2. 02Local SEO

   Built branch pages and profiles

   Gave each branch a page with parking, hours, kids' options and booking links, plus fresh photos on its Business Profile.

   Why it mattered: Dining decisions are local and quick. Complete, current profiles raised direction requests and calls per branch.

3. 03Seasonal

   Kept permanent seasonal URLs

   Set up permanent pages for iftar, Eid, brunch and New Year, updated each year and live six weeks ahead.

   Why it mattered: Pages that stay live keep their authority. This turned a yearly scramble into steadily improving rankings.

What do I stand for?

• No PDFs for menus

  A menu should be readable by people, search engines and assistants.

• Own your direct demand

  Every direct booking keeps margin that apps would otherwise take.