--- title: "Bakery SEO: Google profile, opening hours and orders" url: https://kevinpapot.fr/en/seo-boulangerie author: Kévin Papot, SEO and GEO consultant language: en updated: 2026-10-15 --- > SEO and GEO consultant for more than fifteen years. I only recommend what I've made work on my own websites, on Google and in AI answers. [Home](https://kevinpapot.fr/en/) / [Industries](https://kevinpapot.fr/en/metiers) / Bakery and patisserie # SEO for bakeries: correct opening hours on Google and orders placed with you. Nobody compares ten bakeries online. People look for the one that is open now, on their way, and they go. So everything is decided on your Google Business Profile: opening hours, closing day, photos, rating. The website is only useful for what is ordered in advance: a birthday cake, a wedding cake, platters for a meeting. I'll put it simply: for many bakeries, SEO comes down to a profile kept up to date, and that can be learnt in a few hours. [Book a call](#contact)[See my method](https://kevinpapot.fr/en/methode) 1. Rattle your competitors. 2. Overtake them. 3. Protect you from their attacks. Loaves on display. [Photo: Barbara-Ingeborg, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:4_Brote.jpg) **15 years** in SEO **4 books** on SEO and GEO **200+ sites** tracked every day **1M / month** visits to my e-commerce site They trusted me with their visibility DartyEurofinsCegidEBPCNP AssurancesIngram Micro ## What is SEO for a bakery and patisserie? SEO for a bakery or patisserie is the work that makes you appear when someone looks for bread, a cake or a sandwich near them. It rests first on the Google Business Profile: exact opening hours, closing day, holidays, photos of the shop window and products, reviews. Add to that an order page for cakes and large quantities. It is measured by the calls received and the orders placed in advance. The problem ## Where bakers and pastry chefs get stuck. Symptom 1 ### Your opening hours are wrong somewhere You close on Wednesdays, you open on Sunday mornings, you take your holiday in August. If the profile says something else, the customer finds the shutter down. They don't call you to complain. They switch bakeries and sometimes leave a review. Symptom 2 ### Cake orders go elsewhere For a birthday or a christening, people search online for “cake to order”. If nothing shows your cakes, your sizes and the ordering lead time, the person turns to a supermarket or to a pastry chef who displays them. Symptom 3 ### You're in the bakehouse before daybreak, not in front of a screen Baking, selling, deliveries: there's no time left for a complicated website. That's normal. What's needed comes down to a few simple actions, which you or the person on the till can do from a phone. An audit, for real ## A bakery's website, as seen by a customer looking for an opening time. The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number. Welcome | Artisan baker https://votre-boulangerie.exemple **YOUR BAKERY**Home · Our craft · Gallery · Contact The taste of tradition Artisan craftsmanship handed down from generation to generation. Find out more **Our craft**Since forever **Our flours**Carefully selected **The gallery**Our photos **Fig. 2.** Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me. 1. *1***A page title with no town**“Artisan baker” could be anywhere. “Bakery and patisserie in Jarnac: sourdough bread, cakes to order” says the place and what you'll find there. 2. *2***No “Opening hours” or “Order”**Visitors come for one or the other. These two links must be at the top, before the craft and the gallery. 3. *3***“The taste of tradition”**The phrase answers no question. Write your opening hours, your closing day and your address. 4. *4***A stock photo ear of wheat**This photo is already used on other websites. Show your morning shop window and your weekend pastries. 5. *5***Three blocks on the craft, none on ordering**Craft, flours, gallery: nothing says how to order a cake, or for when. That's the missing page. What your customers type ## What your customers type before walking through the door. Six plausible searches for a bakery and patisserie, given as examples. I note yours during the profile audit. *1*“bakery open” or “bakery open Monday” : Every bakery has its closing day, and the customer doesn't know it. Google answers with the profiles whose opening hours are filled in. Yours must be, bank holidays included. *2*“bakery” followed by the neighbourhood or the town : This is the search of a new resident, a holidaymaker or a worker passing through. They look at the distance, the rating and two photos. A clean shop window and a photo of the day's bread count for more than a long text. *3*“birthday cake to order” followed by the town : The person wants to see designs, and know the sizes, the flavours and the lead time. A page that answers these four questions, with a phone number or a form, turns this search into an order. *4*“wedding cake” or “wedding pastry chef” : The request arrives months before the celebration and represents a large order. Photos of your cakes, the possible number of portions and how to book an appointment are enough to get you contacted. *5*“sandwich platter for a meeting” or “pastries delivered to the office” : Businesses order in the morning for lunch, or the day before for the next day. They want a list, prices and a direct contact. A page for businesses opens up these regular orders for you. *6*“sourdough bread” or “gluten-free bread” followed by the town : This customer crosses town for a specific bread. If you make it, say so on the profile and on the website, with the baking days. For allergens, I only use the information you display in the shop. What works ## A bakery and patisserie's five levers. Lever 1 ### Exact opening hours, everywhere, all year round That's the first thing to set. Usual hours, afternoon break if you have one, closing day, bank holidays, summer holidays: I check that the profile, the website and the directories all say the same thing. Lever 2 ### Holidays and bank holidays entered in advance Google lets you announce special opening hours several weeks ahead. I show you how to do it once. You then repeat it before each closure, in a few moments, from your phone. Lever 3 ### Photos of what you make The shop window in the morning, loaves on the rack, weekend pastries, the galette in January. Customers choose with their eyes. One sharp photo a week keeps the profile alive better than twenty photos posted all at once. Lever 4 ### An order page for cakes and large quantities Cakes, wedding cakes, platters, speciality breads: the page shows the designs, the sizes, the ordering lead time and how to reach you. It's often the only page a bakery really needs. Lever 5 ### Reviews, asked for simply A bakery sees a lot of people come through and gets few reviews, because nobody thinks of it. A small card by the till with the link is enough. I also prepare short replies for you, for thank-yous and for criticism. What costs dearly ## The mistakes I often see with bakers and pastry chefs. Mistake 1 ### A profile created by a stranger and never claimed Google or a customer created it for you. The phone number is the previous owner's, the opening hours are approximate. Until you are its manager, you can't correct anything. It's the first thing I sort out. Mistake 2 ### Holidays announced only on the door The notice is useful for regulars. Someone coming from the other side of town only reads it when they arrive. Announce the closure on the profile at the same time as in the window. Mistake 3 ### An expensive website that says “welcome” A home page with a slogan and a gallery sells neither bread nor cake. If you have a website, it must give the opening hours, show the products and allow ordering. Otherwise the profile alone does just as well. Mistake 4 ### Hidden cake prices Many pastry chefs don't dare display them. The customer then doesn't call, for fear of the price. A price by number of portions, even as a guide, reassures and filters out requests that don't suit you. The method ## What I put in place for a bakery. Four steps, and the first already covers the essentials. We stop as soon as you have what you need. 1. **Opening hours.** Profile, website, directories: I put the same hours, the same closing day and the same holidays everywhere. 2. **Photos.** A starter set taken in the shop, then one photo a week that you post yourself. 3. **Ordering.** A page for cakes, wedding cakes and platters, with lead times and a contact. 4. **Reviews.** A card by the till, ready-made replies, and a catch-up with you after a few weeks. One-minute test ## Is SEO right for you? Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you. Close to home ## Bakeries and patisseries in Charente. In Charente, the bakery is still the shop people visit every day, in town and in the countryside alike. In Angoulême and Cognac, people choose between several bakeries a few streets apart. In the villages, some drive several kilometres for their bread. I live between Cognac and Paris, and my agency, Newp, is based near Cognac. ### In town, the choice is made on the way In Angoulême as in Cognac, customers pick up their bread between the office and home. They type “bakery” and look at the one that's open on their route. Your evening and Sunday hours, properly filled in, set you apart from the shop next door. ### In a village: the delivery round and the bread drop-off point If you deliver to neighbouring villages or supply a drop-off point, your profile should say so. One line per village is enough. Listing the villages you serve and your delivery days helps new residents, who search online before asking the neighbours. ### Summer and weekend visitors Holidaymakers in rentals and day trippers don't know any addresses. They search for a bakery open on Sunday or on a bank holiday Monday. A profile kept up to date during the season brings you those customers with no extra effort. The rooftops of Angoulême. [Photo: JLPC, CC BY-SA 3.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Angoul%C3%AAme_16_Vue_toits%26Charente_depuis_bd_Pasteur_2014.jpg) The historic centre of Cognac. [Photo: Jacques DASSIÉ, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Cognac_Centre_historique.jpg) [SEO consultant in Charente](https://kevinpapot.fr/consultant-seo-charente)[Angoulême](https://kevinpapot.fr/consultant-seo-angouleme)[Cognac](https://kevinpapot.fr/consultant-seo-cognac) Beyond Google ## What AI changes for a bakery. Your customers are starting to ask full questions to an AI such as ChatGPT, Gemini, Claude or Mistral. For example: “which patisserie in Angoulême can make me a chocolate birthday cake for twelve people on Saturday?”. The AI gives a few addresses and says what it knows about each one. It only knows what's written down. If your order page lists sizes, flavours and lead times, it can repeat them. If your cakes only exist in the shop window, it cites someone else. For everyday bread, this changes almost nothing: the Google Business Profile remains the source. For orders, a single well-written page does the job. [Find out more about GEO](https://kevinpapot.fr/en/consultant-geo) Question asked to an AIWhich patisserie in Angoulême can make a birthday cake for twelve people on Saturday? Answer Three shops can handle this request: 1. **Our client**— artisan bakery-patisserie: layered cakes from six to twenty servings, flavours and prices published, order three days ahead by phone or form, collection on Saturday morning. 2. — supermarket patisserie counter, standard cakes, order at the counter. 3. — town-centre patisserie, cakes to order, lead time and prices not stated. Patisserie websiteGoogle Business ProfileCustomer reviews **Fig. 3.** Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description. Three typical cases ## Three bakeries, three ways in. I made up these three shops to illustrate my formats. They aren't clients. The first format suits a lot of bakeries. ### A village bakery with no website and a profile nobody manages What I suggest: a Google Business Profile audit, and that's it. 1. Take back control of the profile and fix the phone number. 2. Enter the opening hours, closing day and holidays. 3. Add a first batch of photos of the shop. ### A town-centre patisserie that wants more cake orders What I suggest: a few hours of coaching, at your own pace. 1. Write the order page together, with sizes and lead times. 2. Learn to post one photo a week. 3. Set up review requests at the till. ### A bakery with two shops and a sales assistant to train What I suggest: a short training session for the team, then ongoing support if online ordering takes off. 1. Train the person who will look after both profiles. 2. Create a page for business orders. 3. Decide together whether online ordering is worth the investment. In practice ## What you get. - A Google Business Profile audit: opening hours, category, photos, reviews, everything is reviewed - A few hours of coaching to learn the steps on your phone - A short training session for you or the person who runs the shop - An order page for your cakes, wedding cakes and platters - Long-term support only if you sell online or open more shops Pricing ## How much does an SEO consultant cost? The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation. - The size of the site: ten pages or ten thousand - The competition on your queries - What you can do in-house, and what needs producing for you - The pace you want [Request a quote](#contact) Who you're talking to ## Your SEO consultant: a business owner, not just an SEO. My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month. **Before we talk tags, we talk margin, average basket and profitability.** When you book a call, I'm the one who picks up. [Read my story](https://kevinpapot.fr/en/kevin)[See my method](https://kevinpapot.fr/en/methode) FAQ ## SEO and bakeries: your questions. Does a bakery really need SEO? In many cases, no, not in the sense of a monthly service. Your location, your bread and word of mouth do the work. What you need is an accurate Google Business Profile. I'd rather tell you that than sell you ongoing support you don't need. So when does SEO become useful? When you sell something other than the day's bread: cakes to order, wedding cakes, platters for businesses, products shipped by post. These purchases are planned online. One or two well-written pages are enough to show up. I don't have a website. Is that a problem? No. A complete profile does that job for bread and everyday sales. I only recommend a website if you take orders in advance. In that case, a simple order page is enough to start with. Who should look after the profile day to day? You, your partner or the person on the counter. You need someone who knows the opening hours and has a phone. I train that person in one session. Afterwards, they know how to change an opening time, post a photo and reply to a review. How do I announce my holidays? On the profile, with special opening hours, as soon as your dates are set. Add a short post, and a line on the website if you have one. Do it at the same time as the notice on the door, not the day before you leave. Should I offer online ordering with in-store collection? Not necessarily. It requires a tool, up-to-date products and someone to prepare the orders. For many bakeries, the phone and a form work just as well. We'll talk about it again if requests become too many to handle by hand. How should I respond to a bad review? Reply in two sentences, calmly: what happened, what you're offering. Don't get into an argument. Readers judge your tone as much as the criticism. A few recent reviews from happy customers then put things back in perspective. Can I mention allergens on my order page? I reuse what you already display in the shop, word for word, and I don't add any wording of my own. Allergen information is subject to specific legal requirements. Have it checked by your trade body before publishing. Do the photos need to be taken by a professional? No. A recent phone, morning light and a clean shop window are enough. I give you a few simple rules during the coaching: frame tightly, avoid the flash, show one product at a time. Regularity matters more than technique. What do you know about Google Business Profiles in particular? I've co-written four books on SEO, and two of them are entirely about the Google Business Profile. It's a tool I know in detail, and it's the one a bakery needs. I pass on the method, then you run it yourself. --- Source: https://kevinpapot.fr/en/seo-boulangerie · Kévin Papot, SEO and GEO consultant, Charente (France).