You know why customers should choose your business, but does Google?

Your customers are happy, your team is busy and you’ve got a website explaining what you offer. Yet, when you search on Google for your own services, your competitors are there and your business isn’t at the top.

For an SME business, that’s frustrating, and even worse, you could be missing out on valuable leads. 

The good news is that your Google visibility usually isn’t random – there’s always a reason why you’re ranking where you are. Once you understand what could be holding your business back, you can start improving, and over time your business will continue to grow a presence on Google. 

In this blog we’ll cover why you’re not showing up, and the explain some simple fixes you can implement today that will start boosting your ranking.

Your website isn’t telling Google enough information

Your website is more than just something to have in the background, it’s a powerful tool that communicates to your customers who you are, what you do and why they should choose you. It should be filled with well-written information that conveys your message clearly and gets your customers to take action.

Take a look at your homepage and ask yourself: If somebody has never heard of my business before, would they understand what we do? 

You don’t need to rewrite the whole thing from scratch, but identifying where things could be made clearer is a good start towards enhancing your website’s performance. Remember, always read it through your customers’ eyes, and if it wouldn’t immediately make sense to them, you should change it.

Websites are about more than just copy, though – everything matters when it comes to your search ranking. Titles, pages, headings, links, images, mobile usability and the overall structure of your website all contribute to how easily Google, and your customers, can understand and navigate your website.

You can’t overhaul everything at once, but it’s important to always treat your website like more than a nice-to-have, and instead use it as the marketing engine that drives your growth.

See how we build Google-friendly websites that help our clients communicate what makes them special.

You’re not targeting what your customers are actually searching for

One of the easiest traps to fall into is thinking that your customers are using the same language as you are. 

You might have an industry-specific name for a service while your customer with less knowledge is searching for something way more vague. 

This is where keyword research comes into play.  Keywords help you pin down the phrases people are actually searching for on Google and which searches are most relevant to your business. You can use them in your website copy and page titles to better target the customers you want.

For SMEs, this can be particularly important when location is involved. Someone may not just be searching for your service, but for that service in Aberdeen, Dundee, Perth or another area you operate in.

To find the right keywords start by thinking about the questions your customers regularly ask, the words they use when describing their problem and the services they are most likely to search for. You can also type your services into Google and look at the suggested searches and related questions that appear. The aim isn’t to target every possible search term. It’s to understand how your customers are searching and make sure your website reflects that.

Your Google Business Profile could be doing more for your business

When was the last time you looked at your Google Business profile?

For businesses in a specific town, city or region, your Google Business profile can play a big part in helping customers discover you through Google Search and Maps. 

To audit your Google Business profile, the first step is to check that the basics are correct on your profile. Once your name, services, logos social media links and opening hours are all accurate, it’s time to look at how else you can strengthen your profile beyond the basics.

For example, you could:

• Upload recent photos
• Add updates or posts
• Respond to/ask for Google reviews regularly

Your business will have changed and grown since your Google Business profile was created, so your online presence should change alongside it. 

Your website needs to be updated more frequently

Your business is constantly growing, achieving and evolving, and so should your website.

If the last time you updated your website was more than a month ago, it’s time to make some changes. This doesn’t mean constantly rewriting your website every time, but adding more information that will help Google understand your offering more, and show that you’re an active business.

You might want to upload:

• Blogs about your services
• Frequently asked questions
• Case studies with your customers
• Project updates 
• New testimonials and reviews

Every relevant piece of content gives your customers and Google another step towards understanding and trusting your business.

You’re not building enough trust across the internet

Google doesn’t look at your website in isolation. Your wider online presence can help strengthen the signals that show your business is credible, established and relevant.

That means being visible across different touch points, including:

• Google reviews
• Active social media profiles
• Mentions of your business on other reputable websites
• Links from clients, partners or industry websites back to your own site (known as backlinks)

The stronger and more consistent your presence is across the internet, the easier it is for both Google and potential customers to see that your business is genuine, active and worth trusting.

Your next steps

If your business isn’t showing up where you want it to on Google, don’t assume it means your business isn’t good enough. More often than not, there are simply areas of your online presence that need more attention.

Start by looking at the basics. Is your website clear? Are you using the language your customers are actually searching for? Is your Google Business Profile up to date? Are you regularly adding useful content, reviews and proof of the work you do?

You don’t need to change everything overnight. The aim is to keep building a stronger online presence over time, so Google has a clearer understanding of your business and your potential customers have more reasons to trust you when they find you.

Many of these tips are easy to implement, but having a clear marketing strategy makes all the difference.

At Due North Creatives, we help SMEs look at the bigger picture. From websites and SEO to content, social media and the wider customer journey, we make sure part of your marketing works together to help your business get seen by the right people.

If you’re not sure what could be holding your Google visibility back, get in touch with our team and we can help you work out where to start.