The 2025 Search Recap: What Google’s Changes Mean for Restaurants
Google’s 2025 Year in Search confirmed what many restaurant operators felt all year long: the era of the “10 blue links” is officially over.
Search is now powered by AI Overviews and Gemini, and for restaurants, bars, and ghost kitchens, that shift matters. A lot. This isn’t just an algorithm update — it’s a change in how guests decide where and what to eat.
In 2025, search became a conversation. And heading into 2026, winning isn’t about stuffing keywords onto a page. It’s all about showing up with the right answers at the exact moment a guest is deciding.
Here’s our recap of the biggest shifts from 2025 and what restaurant brands should focus on next.
1. Zero-Click Search Is the New Normal (And That’s Not a Bad Thing)
By the end of 2025, more than 60% of searches were resolved without a click. Instead of sending users to websites, Google’s AI Overviews now answer questions directly in search results — like “best sushi near me with a heated patio.”
Why This Matters
Even if fewer guests click through to your website, your brand can still win big. When Google pulls your data into an AI Overview, your restaurant becomes the recommendation, not just another option.
How to Win in 2026
- Say goodbye to PDF menus: AI can’t easily read them. If your menu isn’t structured and searchable, you’re invisible to answer engines.
- Lean into structured data: Clean, consistent business and menu data helps AI understand exactly what you offer — from happy hour times to dietary options.
Visibility now depends on clarity, not clicks.
2. “Experience” Is the Signal Google Cares About Most
As search became more automated in 2025, Google doubled down on E-E-A-T, with a major emphasis on Experience. Wondering what E-E-A-T stands for? Experience, Expertise, Authoritativeness, and Trustworthiness. This is the framework Google uses to judge content quality. In a world full of AI-generated content, Google wants proof that your business is real, active, and loved by real people.
What That Looks Like
Reviews and guest photos aren’t just reputation tools anymore. They’re ranking signals. They help Google’s AI confidently say, “Yes, this place is legit.”
How to Win in 2026
- Respond to every review: Even a quick reply shows activity and care. (And yes, Google notices.)
- Keep photos fresh: Regular photo uploads to your Google Business Profile signal that your location is active, accurate, and open for business.
Digital hospitality now influences real-world foot traffic.
3. Guests Are Searching in Full Sentences Now
Search behavior changed fast in 2025. Guests stopped typing “pizza NYC” and started asking questions like “Where can I host a quiet group dinner with vegan options?”
What Changed
This is Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO) in action. Google isn’t just matching keywords — it’s matching intent.
How to Win in 2026
- Answer real guest questions: FAQs on location pages help AI pull quick, accurate answers about parking, hours, reservations, and more.
- Think like a guest, not a marketer: If someone might ask it out loud, it’s worth answering online.
The more clearly you explain your experience, the easier it is for Google to recommend you.
4. Your Menu Is Now a Search Asset (Not Just a Reference)
Menus used to live quietly on your website. In 2025, they became one of your most powerful discovery tools.
AI-driven search doesn’t just look for restaurants — it looks for specific dishes, ingredients, and experiences. That means your menu content often determines whether you appear at all.
Why This Matters
Guests are searching for things like:
- “Mezcal cocktail with ginger”
- “Gluten-free pasta near me”
- “Late-night food with vegetarian options”
If your menu data isn’t structured, detailed, and up to date, AI can’t connect those dots — even if you’re a perfect match.
How to Win in 2026
- Use ingredient-level descriptions: The more specific your menu is, the more searchable it becomes.
- Update menus as often as they change: Seasonal items, specials, and removals should be reflected everywhere guests (and AI) look.
Your menu is no longer just what guests read — it’s how they find you.
5. Myth vs. Reality: What Restaurants Get Wrong About AI Search
Let’s clear up a few common misconceptions we hear from operators:
Myth: SEO is dead
Reality: SEO moved closer to day-to-day operations — hours, menus, reviews, and photos matter more than keywords.
Myth: More reviews automatically mean better rankings
Reality: Fresh reviews and thoughtful responses carry more weight than volume alone.
Myth: AI replaces hospitality
Reality: AI rewards businesses that act hospitably online. This means accurate info, active engagement, and real guest feedback.
Understanding what actually matters helps operators focus their time where it counts.
Looking Ahead: Your 2026 Search Checklist
The technology may be evolving quickly, but the foundation of hospitality hasn’t changed. Great guest experiences still start with accurate information — online and off.
2025 made one thing clear: the brands that manage their data best win more guests. And as we head into 2026, showing up accurately everywhere is no longer optional.
Want to see how Marqii can help automate some of these updates? Schedule a demo with Marqii to see how we help restaurants become the answer — not just another option.
