How Cube Boosted Local SEO & Organic Visibility for Empanada Mama
Industry: Food & Beverage / Restaurants
Tech Stack: Local SEO, Organic Search (SEO), AI Search Optimization
Objective: Improve local search visibility, increase non-branded keyword performance, and drive both foot traffic and online orders across Empanada Mama’s multiple NYC locations.
Executive Summary
Empanada Mama operates in several NYC neighborhoods, including East Village, Hell’s Kitchen, LES, Times Square, and UES, serving authentic Latin cuisine with a focus on empanadas. Prior to Cube’s engagement, the brand faced:
- Fragmented Google Business Profiles (GBPs) across locations
- Low local search visibility and poor Maps rankings
- Minimal organic traffic from non-branded searches
- Limited content targeting neighborhood-specific search intent
Cube implemented a comprehensive multi-location SEO strategy, focused on local optimization, content development, technical SEO, and early AI search presence. Within six months, Cube delivered measurable growth:
- GBP interactions grew up to 108% in high-traffic locations
- Non-branded keyword impressions increased 18–26% YoY
- Organic sessions grew 16% overall, driving more foot traffic and online orders
- Early AI visibility with 553 mentions across ChatGPT, AI Overview, AI Mode, and Gemini
The Challenge: Highly Competitive Local Market
New York City is one of the most competitive markets for restaurants, especially for niche offerings like Latin cuisine and empanadas. Specific challenges included:
Multiple Neighborhoods, Fragmented Presence: Each location targeted a different audience, but inconsistent GBP data and missing service categories limited visibility.
Low Local Search Rankings: Searches for “empanadas near me,” “Colombian restaurant,” and “Latin food” were dominated by competitors.
Weak Organic Traffic: Prior to engagement, the locations had minimal clicks and impressions for non-branded keywords, limiting discovery.
Limited Content Strategy: The brand lacked blog posts, menu highlights, and neighborhood-specific content that could attract local searchers.
The Solution: Local-First SEO Strategy
Cube deployed a location-focused SEO approach, combining local search optimization, content marketing, technical SEO, and AI search visibility.
1) Google Business Profile Optimization
Actions Taken:
- Standardized NAP (Name, Address, Phone) across all locations
- Added service categories, photos, menus, and operating hours
- Responded to reviews and encouraged new reviews to increase credibility
Impact:
- Maps impressions grew up to 108% YoY in high-traffic neighborhoods
- Calls and click-to-directions interactions increased significantly
2) Neighborhood-Focused Content
Actions Taken:
- Published location-specific blog posts, dining guides, and menu highlights
- Targeted high-volume local search queries like “empanadas near me,” “restaurants for lunch,” “Colombian food NYC”
- Included neighborhood keywords to improve hyperlocal SEO
Impact:
Non-branded impressions increased across all locations:
- East Village +2.7%
- Hell’s Kitchen +26.3%
- LES +24.3%
- Times Square +20.3%
- UES +18.5%
Enhanced visibility helped capture more local searchers and foot traffic
3) Technical SEO & Crawlability
Actions Taken:
- Implemented schema markup for menus and local business
- Fixed indexing and crawlability issues
- Improved site architecture for better internal linking between locations
Impact:
- Average search position improved from 23 → 5 for top local keywords
- Organic CTR increased as more listings appeared on page 1
4) AI Search Optimization
Actions Taken:
- Secured early mentions on AI-driven platforms (ChatGPT, AI Overview, AI Mode, Gemini)
- Optimized content to appear in AI-generated answers for queries about empanadas and Latin cuisine
Impact:
- 553 AI mentions and 123 cited pages
Increased brand recognition in AI-driven local search, positioning the brand ahead of competitors
Quantifiable Results
| Location | GBP Interactions (Views + Calls) | YoY Growth | Non-Branded Impressions YoY | Organic Sessions Change |
| East Village | 11,385 | +2.7% | +296 | +12% |
| Hell’s Kitchen | 23,129 | +26.3% | +4,506 | +18% |
| LES | 21,148 | +24.3% | +5,876 | +16% |
| Times Square | 14,492 | +20.3% | +3,114 | +14% |
| UES | 652 | +18.5% | +244 | +10% |
Overall Local SEO Impact:
- GBP interactions and Maps visibility increased significantly, with calls and direction clicks up to +108% in high-traffic locations
- Non-branded impressions averaged +22% YoY growth across five locations
- Organic traffic across all locations rose 16%, contributing to higher foot traffic, orders, and local discovery
- Early AI recognition positioned Empanada Mama in conversational search results for local food queries
Key Takeaways
- Local SEO Drives Tangible Business Results: Optimizing Google Business Profiles, structured data, and hyperlocal content directly contributed to increased calls, directions, and online orders.
- Neighborhood-Focused Content Matters: Creating content tailored to specific NYC neighborhoods captured high-intent searches and drove engagement.
- AI Search is Emerging: Early AI mentions built brand recognition in AI-powered platforms, providing a future advantage.
- Technical SEO Complements Local Strategy: Crawlability, indexing, and schema implementation improved overall rankings for local keywords.
Conclusion
Cube’s local-first SEO strategy transformed Empanada Mama’s digital presence across multiple NYC neighborhoods. By combining GBP optimization, neighborhood-specific content, technical SEO, and AI search visibility, the brand achieved:
- Significant increase in non-branded keyword impressions (18–26% YoY)
- Enhanced GBP interactions and Maps visibility (+108% in high-traffic areas)
- Growth in organic sessions (16% overall)
- Early AI recognition in ChatGPT and other AI platforms
This integrated approach created a self-reinforcing acquisition engine, ensuring Empanada Mama consistently attracts new local customers while strengthening its presence in NYC’s competitive dining market.
