Salida
Google Business Profile
Category, split hours, feriados, reservations and a photo program — the first step every other step depends on.
Case studies · Local SEO
La Brasa Quieta
Neighbourhood parrilla · Buenos Aires
How a 40-cover Palermo parrilla stepped ahead of the tourist traps
Seven months, seven figures of the dance. Map-pack top 3 for 22 grill queries.
- Plan
- Local
- Tanda
- 7 months
- Pista
- Buenos Aires
Programa de la noche
- 01SalidaThe opening step
- 02CaminataThe walk
- 03OchoThe figure-eight
- 04SacadaThe displacement
- 05BoleoThe whip of the leg
- 06GiroThe turn
- 07CierreThe close
The challenge
The floor was already taken.
Tourist-trap steakhouses with huge review counts led every 'parrilla Palermo' search. This family grill had a stale profile and opening hours that confused diners.
La Brasa Quieta seats 40, grills over quebracho embers and has been run by the same family for two generations. Its food was never the problem: its reviews averaged higher than every steakhouse above it. But the map pack rewards relevance, distance and prominence, and the tourist-facing grills had years of volume on their side. The family’s profile, meanwhile, told Google it was a generic restaurant with the wrong hours. Diners who did find it sometimes arrived to a closed shutter.
Out-shouting 5,000-review competitors on volume was not an option. The plan was to out-dance them: be more precise, more current and more local than they could be.
Diagnosis
Six missteps before the first note.
A two-week audit of the profile, reviews, menu, citations and a 7×7 rank grid around the restaurant. Starting point: in the map-pack top 3 for 2 of 26 tracked grill queries.
- AEstancia Monumental Grill4.3★ (5,912) · Steak house · Palermo Soho
- BEl Gran Facón4.2★ (3,480) · Parrilla · tango show
- CTango & Bife House4.1★ (2,907) · Steak house · open now
La Brasa Quieta — 4.6★ (186) · position 14 · “Hours may differ”
- 01 · ProfileCritical
Hours that lied
The profile showed the restaurant open on Mondays and closed for Sunday lunch — the reverse of reality. 14 reviews mentioned arriving to a closed door.
- 02 · ProfileCritical
Wrong primary category
Listed as a generic “Restaurante”, so it was never a candidate for “parrilla” or “steak house” intent at all.
- 03 · ReviewsHigh
Silence at the table
186 reviews at 4.6★, but only 12% answered. Competitors with 3,000–6,000 reviews answered nearly all of theirs.
- 04 · ContentHigh
A menu Google cannot read
The carta was a phone photo of a laminated card, saved as PDF. No dish, cut or price existed as text anywhere.
- 05 · LocalMedium
Two addresses, three phones
Directories still carried the pre-2021 address on Gorriti and two disconnected numbers; 6 duplicate listings split the signal.
- 06 · PhotosMedium
A façade from 2019
38 photos, most of an awning under renovation. None of the grill, the food or the patio at night.
The strategy
Four figures, danced in order.
Built on our Local plan. In tango the lead proposes and the follow decides; here the profile proposes and diners decide. Each tactic is a figure with one job.
Ocho
Review strategy
A loop, not a campaign: ask once at the table, answer every review in its own language within 48 hours, fix what guests complain about.
Sacada
Menu schema
An HTML carta with Menu and MenuItem markup, so dish searches displace the listicles and land on the grill itself.
Boleo
Barrio citations
Clean NAP on 27 directories plus barrio guides and the comerciantes association — the neighbourhood vouching for its own.
The choreography · 7 months
One figure a month.
Select a figure — or use the arrow keys — to follow the footprints across the floor and see what each month moved.
Month 1 of 7 · The opening step · Google Business Profile
Rebuild the Google Business Profile
- Primary category moved from “Restaurante” to “Parrilla”; “Steak house” and “Restaurante argentino” as secondaries.
- Opening hours rewritten: lunch and dinner as split hours, Monday closure stated, every feriado entered in advance.
- Reserve-a-table button wired to the booking system; attributes for terraza, vino por copa and pet-friendly patio.
- Map-pack top-3 queries
- 3+1
- Reservations via Google / mo
- 46+8
- Profile photo views / mo
- 2,900+800
- Review response rate
- 41%+29%
Results · the final embrace
Map-pack top 3 for 22 grill queries.
Map-pack top-3 queries
22
Reservations via Google
+184%
Profile photo views
+410%
Review response rate
12% → 98%
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Where the grill queries landed
12 of 26 tracked queries · map-pack / local-finder position from the restaurant’s door · modelled monthly searches.
| Query | Month 0 | Month 7 | Searches / mo |
|---|---|---|---|
| parrilla palermo | 14 | 1 | 4,400 |
| parrilla cerca de mí (Palermo) | 9 | 1 | 6,600 |
| steakhouse palermo | 18 | 2 | 1,900 |
| ojo de bife palermo | — | 1 | 880 |
| asado de tira buenos aires palermo | 21 | 2 | 720 |
| mollejas palermo | — | 1 | 390 |
| parrilla con terraza palermo | 11 | 2 | 590 |
| parrilla villa crespo | — | 3 | 480 |
| parrilla abierta domingo palermo | 26 | 1 | 320 |
| restaurante argentino palermo hollywood | 16 | 3 | 1,300 |
| best steak buenos aires | 58 | 7 | 8,100 |
| parrilla recoleta | — | 11 | 2,400 |
— = not in the top 60. Red = map-pack top 3.
The same search, month 7
Still out-numbered on reviews, 186 → 427. Now ahead on relevance and recency.
- ALa Brasa Quieta4.8★ (427) · Parrilla · Open · closes 00:30 · Reserve a table
- BEstancia Monumental Grill4.3★ (6,140) · Steak house · Palermo Soho
- CEl Gran Facón4.2★ (3,566) · Parrilla · tango show
Menu highlights: ojo de bife, mollejas, asado de tira · owner replies to 98% of reviews
Get a plan like this
A local business with better food than its rankings? The Local plan starts with the same audit and the same first step.