This week I had a call with a business owner asking, quite reasonably, when he’d finally show up on Google. He wanted a date. A number of weeks. Something he could put in his diary.
I couldn’t give him one. Not because I was dodging the question, but because that’s not how local SEO works.
Why can’t I find my business on Google?
Usually it’s not one big problem. It’s a handful of small ones stacking up, a thin landing page, no social signals, no fresh content, no clear signal to Google that the business is active and relevant to the area it serves.
What is local SEO, and why is it different from general SEO?
General SEO is about ranking for a topic anywhere. Local SEO is about ranking for a topic near a specific place, and that changes what matters. Google is trying to answer a very practical question for the person searching: which of these businesses is close, active, and trustworthy right now? A website with no recent activity and no local signals doesn’t give Google much to go on.
The mistake I see most often
Everyone wants to know when they’ll get onto Google, and how they’ll stay there once they arrive. Fair enough. But most businesses treat the website as the finish line, when it’s actually the starting line.
I recently worked with a client in the roofing trade who had a landing page, no social signals, and no fresh content on the site at all.
“It’s like expecting to win a marathon and not turning up, in clogs.”
He wasn’t invisible on Google by accident. He was invisible because nothing on or around the site gave Google a reason to notice him.
“I should be number one, shouldn’t I?”
I hear a version of this a lot. Understandably, business owners feel entitled to the top spot, especially once they’ve spent money on a website.
“Everyone thinks they’re entitled to be number one, like I have a magic wand. I don’t.”
There isn’t one. There’s a strategy, built around your business, your clients, and the gaps in your specific market, and it takes time to work.
How long does local SEO actually take?
Longer than most people want to hear, honestly. Weeks for early movement, months for a settled position, and ongoing work after that to hold it. If someone tells you otherwise, be cautious.
“Run a mile from any agency that blanket guarantees to ‘SEO your company.’ You can’t do SEO blindly, with no strategy, not knowing the business or the target market. The advantage of working with me is I get to know your business, your clients, and the gaps in the market, and build an actual strategy instead of handing over an off the shelf solution.”
I’ll admit, I sometimes wonder if being upfront about the timeline costs me enquiries. Some businesses want the guarantee, even a false one. But a false guarantee doesn’t get anyone ranked, it just delays the honest conversation.
What you can check yourself this week
Before you pay anyone for local SEO work, it’s worth looking at a few things first.
- Is your Google Business Profile claimed, complete, and up to date?
- Has anything new been added to your website in the last three months?
- Do you have any recent reviews, and have you replied to them?
None of these fix everything on their own. But they’re a fair indicator of whether Google currently sees an active, trustworthy business, or a static one.
If you want a proper look at where the gaps are for your specific business, book a Zoom call and I’ll walk through your current setup with you.
Frequently asked questions
How long does it take to rank on Google?
It varies, but early movement is usually measured in weeks and a settled position in months, longer for competitive local markets.
Do I need a Google Business Profile as well as a website?
Yes. They serve different purposes, and Google uses both as separate trust signals.
Can I do local SEO myself?
Some of it, yes, especially the basics like your Business Profile and reviews. A full strategy usually needs an outside look at what’s actually happening versus what you assume is happening.
