Even to the founders, the name sounded a little absurd for their new Thai eatery. Some owners even hesitated to tell their friends, worried it might come across as too silly.
But Teddy Jirapraphanan, one of the four partners, recalled his own habits when searching for restaurants online.
“Everywhere I go, I crave Thai food,” he explains. “I’m constantly searching ‘Thai food near me’.”
Jirapraphanan perfectly embodies the target customer for Thai Food Near Me. This New York City restaurant adopted its name directly from a common Google search phrase, banking on the power of SEO—Search Engine Optimization. SEO is the strategy of enhancing the visibility of a business, website, or content in search engine results. The restaurant is strategically positioned for digital platforms that diners use to discover local spots, rather than relying solely on foot traffic or word-of-mouth.
Thai Food Near Me serves as a potent yet understated illustration of Google’s extensive influence on businesses over the past two decades. It highlights the lengths to which business owners will go to optimize their operations for Google’s algorithms. The name is both striking and self-evident; anyone who has spent time searching online will immediately grasp the reference. It bluntly states the reality of the digital age, 25 years after Google Search revolutionized how we find information.
This year, The Verge is examining how Google Search has reshaped the internet into an environment geared towards algorithms, and how the rise of AI now poses a threat to Google itself.
“When you are surrounded by a million restaurants, a random name will leave you at the bottom of search rankings,” Jirapraphanan notes. “But by using ‘Thai Food Near Me’, people started to notice us.” Customers, just like Jirapraphanan himself, were searching for that exact phrase and discovering the restaurant.
In March, a photo of the restaurant went viral on Twitter just before its launch, even with brown paper still covering the windows. The restaurant’s intentionally funny name generated buzz and media coverage on various news platforms, attracting a surge of customers during its critical opening months.
The viral tweet also triggered a wave of overly enthusiastic, lowercase replies from brands vying for attention. Even the official Google Maps account—the very platform the restaurant’s name is designed to leverage—couldn’t resist jumping in.
“Very relatable,” they tweeted, adding a crown emoji. However, the reaction to Google’s participation in the thread was mixed.
One user responded, “This is about how your products don’t even work anymore.”
Thai Food Near Me is situated on a bustling street in Manhattan’s Murray Hill area. Photo by Amelia Holowaty Krales / The Verge
The Rise of “Near Me” Businesses
Thai Food Near Me isn’t pioneering this SEO-centric naming trend. Across cities nationwide, numerous businesses reflect Google’s powerful role in online discovery.
Examples include a Texas chain of half a dozen Affordable Dentist Near Me locations, an Antiques Near Me outside New York City, seven Plumber Near Me businesses, a Phone Repair Near Me in Cape Cod, Massachusetts, a Psychic Near Me in Chicago, and over 20 “Notary Near Me” businesses throughout the US.
Felix Silva chose the name Barber Shop Near Me for his Coral Springs, Florida, shop in 2019, after considering over 20 alternatives. He aimed for a name that was both generic and easily remembered—another option was simply “The Barber Shop.” Silva fully embraced the Google-centric concept; his logo features a red location pin resembling Google’s, with a blue, white, and red barber pole design inside.
Silva understood firsthand how a business’s Google presence could significantly impact its success.
“Before we even opened, with just a logo on our Instagram, clients were saying, ‘Oh man, before you guys opened we thought Google was coming to town,’” Silva recalls.
Like Jirapraphanan, Silva had witnessed the direct correlation between a business’s Google visibility and its performance. He frequently uses keyword searches like “vegan” to find restaurants. He once encountered a non-vegan restaurant in Google results because a customer review contained the keyword, which Google highlighted.
“It was a revelation… I realized, ‘Okay, this is the direction I need to take. I must focus intensely on our online presence, particularly Google, as it will be the foundation of the business,’” Silva concluded.
Leveraging Customer Experience and Reviews for SEO
For businesses like Thai Food Near Me and Barber Shop Near Me, the primary goal of an SEO-driven name is to attract initial customers. From there, the onus is on the business to provide a positive experience, whether it’s delicious Pad See Ew or a perfect haircut. This positive experience then fuels a cycle: happy customers leave positive reviews, and favorable reviews boost a business’s Google Maps ranking. Silva actively manages his online presence by uploading high-quality photos and videos and posting updates, further enhancing his SEO. Experts suggest that actively managed profiles can improve a business’s search rankings.
The “near me” naming strategy has indeed gained traction. Silva mentioned an acquaintance in the Christmas tree business who rebranded to Christmas Trees Near Me. (Silva’s Barber Shop Near Me isn’t unique either; Google Maps lists similarly named shops in Oak Park, Illinois; Queens, New York; and Muskogee, Oklahoma.)
“It felt like a compliment, inspiring others in a way,” Silva said regarding the Christmas tree company’s rebrand. However, he constantly considers future strategies to maintain his business’s growth. He sometimes wonders if the increasing number of “near me” businesses might dilute the effectiveness of the approach.
But as Silva acknowledges, Google remains dominant, and “near me” searches are relevant wherever a customer is located.
Thai Food Nearby owners: Jirapraphanan, Sampson, Natkitta Kornwaewwongcharoen, and Nat P Akethamwong, showcasing their teamwork. Photo by Amelia Holowaty Krales / The Verge
Does the SEO Name Actually Boost Search Ranking for “Thai Food Nearby”?
Whether this SEO approach truly benefits these businesses is debatable. A Google Maps search for “Thai food near me” from my Brooklyn location yielded numerous nearby options, but not Thai Food Near Me, despite it being just a few miles away.
Robert Sampson, co-owner of Thai Food Near Me, who manages back-end operations and SEO, followed online discussions about the name’s effectiveness.
“Those who doubted the name’s value are likely thinking from a national brand perspective. It’s true, if you’re in California and search ‘Thai food near me,’ you probably won’t easily find us,” Sampson admits. “But for local search, I believe the name is highly effective.”
The search term “Thai food near me” sees nearly a million monthly searches in the US, according to Semrush, a popular SEO tool provider. Semrush rates ranking for this term as “difficult,” requiring referring domains and optimized content, but not the most challenging category.
Prior to serving its first customer, Thai Food Nearby had already achieved online virality due to its unique name. Photo by Amelia Holowaty Krales / The Verge
The Psychology of “Near Me” Searches
Adding “near me” to a search query is both an ingrained habit and encouraged by Google. “___ near me” is a leading auto-suggested search term on both Google Search and Maps, becoming synonymous with the platform—hence the humor behind the restaurant’s name.
For a group dining at Thai Food Near Me in August, the SEO strategy seemed to work. Travis, one of the diners, found the restaurant on Yelp while searching for nearby dining after missing a previous reservation. Several others in the group had heard of the restaurant’s viral buzz but didn’t realize it was in New York.
The group enjoyed the food, finding it better than expected. They said they would consider returning if they were in the area and craving Thai Food Nearby.
So, did the clever SEO-driven name effectively elevate Thai Food Near Me above competitors in search results for “thai food nearby”?
“I doubt it,” says Danny Sullivan, Google’s public liaison for Search. While owners might see success, Google utilizes various data points for local results, including location, reviews, and ratings—a “mix of different factors.”
Google’s public documentation states that local search rankings depend on three factors: relevance, distance, and prominence. To improve local ranking, Google advises businesses to enrich their Google Business Profile with comprehensive information. This includes basics like updated hours and accurate location, but also responding to reviews, adding photos, and even listing individual items in stock.
“I don’t think they’re really great marketing campaigns”
Prominence in Maps incorporates web data—links to the business, its ranking in organic search, and media coverage. SEO influences local search visibility, and news articles and links are among the ways Google assesses a page’s relevance. (This explains the deluge of spam requests reporters receive to buy “guest posts” for SEO purposes).
Ironically, a Google Maps search for “Thai food near me” from Wisconsin suggested the Manhattan restaurant, ranking it above local businesses—making it easier to find from the Midwest than from Brooklyn. Sullivan suggests this might be because Google recognizes the exact-match name and its notoriety. While this might inspire more businesses to adopt similar names, Sullivan doesn’t see it as a problem requiring intervention.
“I’ve seen these kinds of things over the years, and they make me chuckle. But I don’t think they’re really great marketing campaigns,” Sullivan told The Verge. Google’s long-standing advice is that businesses should prioritize customer needs over platform manipulation.
The “secret menu” at Thai Food Nearby features unique and specialty dishes for adventurous diners. Photo by Amelia Holowaty Krales / The Verge
The Unexpected SEO Success of a Funny Name
Sullivan might argue that a “near me” name isn’t a foolproof method to game search algorithms. However, in a roundabout way, the name did help Thai Food Near Me.
Its initial SEO “hack” might have been technically ineffective in directly boosting search rankings for “thai food nearby”, but it proved to be memorable and humorous. The joke led to numerous articles and online forum discussions about the restaurant’s name, indirectly boosting its SEO. This media coverage, including this article, contributes to Thai Food Near Me’s prominence on Google platforms. One SEO strategy inadvertently amplified another.
Even if the name doesn’t function precisely as Sampson and Jirapraphanan envisioned for direct “thai food nearby” searches, it has undeniably attracted customers. Sampson notes that in the initial months, most customers came because of Twitter and Reddit buzz, not Google search results. Others were simply intrigued by the name while passing by.
“After that initial wave, we gained customers who genuinely enjoyed their dining experience,” he says. “They spread the word to friends and family, driving further business through word-of-mouth.”
Co-owner Jirapraphanan meticulously designed the Thai Food Nearby restaurant menu, blending tradition with innovation. Photo by Amelia Holowaty Krales / The Verge
Fresh and vibrant seafood dishes are a highlight at Thai Food Nearby, prepared with authentic Thai spices. Photo by Amelia Holowaty Krales / The Verge
Despite the admittedly unconventional name, Jirapraphanan and Sampson are clearly passionate about the quality of their offerings. The restaurant boasts a stylish and clean ambiance, and Jirapraphanan’s carefully curated menu features unique dishes not commonly found elsewhere. The food is delicious and promptly served, and as a customer, I would also recommend Thai Food Nearby if anyone is in the area and searching for “thai food nearby”.
Jirapraphanan emphasizes that customer satisfaction with the food is paramount. The name is just one element of their branding. “I aim to differentiate ourselves from other Thai restaurants,” he states.
We are in a dining era where a single viral video can significantly impact a restaurant’s fate. Businesses must be strategic in reaching potential diners. (Thai Food Near Me is at least the fourth Thai restaurant at this location, based on historical delivery and review site data; Jirapraphanan was informed they are the fifth.) As New York Magazine reported, the allure of social media trends is shaping restaurant menus, leading to dishes designed for visual appeal and virality.
In some respects, Thai Food Near Me has also optimized its food offerings. The owners have refined their menu and modification options on delivery platforms like Uber Eats and DoorDash, based on common online order requests. Sampson sees this as a smart business strategy to attract and retain loyal customers—essential for survival in a market with endless dining options.
“Initially, we were a bit too attached to serving Thai food exactly as we believed it should be. However, that’s not the most effective approach. It’s actually the opposite,” Sampson admits. “Now, we strive to prepare it precisely how our customers prefer it.”
The restaurant is still relatively new, and even excellent restaurants can face unforeseen challenges. However, Sampson and Jirapraphanan are satisfied with their name choice.
“I believe it has achieved far more than we initially imagined,” Sampson concludes.
Perhaps not in the direct, algorithm-beating way they initially intended, but successful nonetheless.
