2.1. Quality Content

One minute on where those keywords live within your site. Details begin below.

Five pages, each with its own purpose

A single-location pizzeria needs five pages. Neither forty nor one big jumble:

• Home: your name and the generic city query, "pizzeria in Querétaro."
• Menu: the dishes. It is the page that concentrates the most keywords on the site.
• Branch: the neighborhood. "Pizzeria in Juriquilla," "pizza near me" typed right from there.
• Delivery order: "pizza delivery" plus every area you deliver to.
• About Us: the oven, the story, who cooks. That's the one a journalist links to.

Open the sheet for 1.1 Identify keywords and note in the destination column which of the five takes each row. One query, one page: if two fight for “pizza delivery Queretaro,” Google picks one and it won't be the one you want. The ordering page is best structured as landing page: button at the top, zero navigation menu.

The menu is written, not scanned

The most expensive mistake in this industry is publishing the menu as a PDF or a photo of the chalkboard. Google indexes the JPG, but nobody searches for a price inside an image file. Enter it like this:

• One subtitle per category: red pizzas, white pizzas, appetizers, drinks, desserts.
• Every dish with its name, exact ingredients, and price in pesos. All in text.
• Ingredients are the queries: people search for "chistorra pizza" or "vegan pizza," never "house specialty."

AI Mode is already operating in Mexico and in Spanish: it breaks the question down into subtopics and searches each one separately, prices included. Seer Interactive measured in April 2026 that a page cited in the overview receives about 120% more clicks per impression than an uncited one. A price in plain text gets cited; inside a PDF, it does not.

Markup the page with schema.org's Restaurant type: Google requires name and address, and recommends menu with your menu's URL, servesCuisine, and openingHoursSpecification. Never include aggregateRating, which is intended for sites reviewing other businesses: your stars come from your listing, at 3.1 Business Profile. If your webmaster won't let you touch that block, it can be unlocked by a SEO service.

Photos belong in image tags, never as CSS backgrounds: that way they won't get indexed. File size and alt text, in 2.3 Optimized images.

None of this exists without your own URL

In March 2024, Google shut down websites created via Business Profiles—those on the business.site domain—and their redirection stopped working entirely on June 10, 2024. Thousands of restaurants were left with a broken link on their listing and their menu stranded on Instagram and commission-charging delivery apps.

One page per location, never a list of locations

Two locations mean two pages. Each with its name, address, and phone written character by character exactly as on your listing, its hours, its map, its photos, and three paragraphs that only apply there: neighborhoods it delivers to, where to park, what people order most.

Copying text from one page and just changing the neighborhood name doesn't work: they are two identical pages competing for the same search query, and repeating the template without repeating the copy takes work by web design.

Each location's title tag uses a hyphen, not a vertical bar, and the H1 must match it. Zyppy analyzed 80,959 title tags: Google rewrote 61.6% and removed the vertical bar 41% of the time, compared to 19.7% for the hyphen; when the title and H1 matched, it rewrote less across every variant measured. The text underneath is fought for in 2.2 Meta descriptions.

Your customers' questions are sections

Spend a week writing down what callers ask on the phone and cross-reference it with AnswerThePublic—three free searches a day. The same questions always come up: if there's parking, if you have vegan or gluten-free options, what time delivery closes, if you take cards.

Each one is a subheading with two or three lines of direct answer. Don't hide them inside an accordion: FAQ rich results stopped appearing on May 7, 2026. Their value lies elsewhere: they are the text AI cites and the phone call your cashier is spared.

Where next month's topics come from

Head back to the Performance report in your Business Profile, under the Searches section: these are the search queries people used to find your listing, saved for six months. If “takeout pizza downtown” shows up and none of your five pages mentions it that way, you already know which paragraph to write.

Writing the five pages takes an afternoon. Keeping them updated with current pricing and adding a new location each year is where things get stuck, and that's included in the monthly plan at 2,500 pesos.