Why Your Website Isn’t Showing Up on Google
An Intro to SEO, Metadata, Speed, and Local Listings for Location-Based Businesses
If you run a location-based business — whether it's a restaurant, gym, salon, or retail store — and your website isn’t showing up on Google, you might be missing out on potential customers. In a digital-first world, it’s more important than ever for local businesses to ensure their websites are optimized for search engines like Google. But why aren’t you appearing in search results, especially when your competitors seem to be thriving online?
In this post, we’ll break down the key reasons your website may not be showing up on Google and what you can do to fix it. From SEO basics tailored to local businesses to understanding the importance of metadata, website speed, and local listings, we’ve got you covered.
What is SEO for Location-Based Businesses?
SEO (Search Engine Optimization) is the practice of improving your website’s ranking on search engines like Google. When someone types a query related to your business in the search bar — for example, "best pizza in [Your City]" or "plumber near me" — you want your business to appear at the top of the search results.
For location-based businesses, SEO plays an even more important role. Local SEO is the practice of optimizing your website to attract customers in your geographic area. Without it, your website may not rank well for local searches, which means fewer people will find you.
Google’s algorithms determine which websites show up for specific queries based on hundreds of factors. Here’s a look at some of the most important factors that impact local businesses and their visibility on Google: SEO, metadata, website speed, and local listings.
1. SEO: Localizing Your Strategy
Local SEO is all about making sure that your business shows up for location-specific searches. It’s different from general SEO because it focuses on your geographical location and ensuring that local customers can find you.
On-Page Local SEO
Target Local Keywords:
The foundation of local SEO is targeting the right keywords. If you’re a coffee shop in Dallas, you want to make sure your website includes keywords like “coffee shop in Dallas” or “best coffee near downtown Dallas.” The more specific you are, the better.
Use keyword research tools like Google Keyword Planner or Ubersuggest to discover local keywords relevant to your business. Make sure these keywords are naturally incorporated into your website's content, titles, and headings.
Create Location-Specific Content:
Google loves fresh, relevant content. If you own a landscaping business in Chicago, consider creating blog posts or pages that speak specifically to the Chicago area, such as “Best Landscaping Plants for Chicago Winters” or “Landscaping Ideas for Small Yards in Chicago.” This signals to Google that you’re a local authority in your niche.
Optimize Your Site for Local Search:
Ensure that your website is optimized for local search by including your city or neighborhood in important places. For example, your homepage title tag could read: “Plumbing Services in [Your City] – [Your Business Name].” Your content should also clearly mention your location throughout, especially on your homepage and service pages.
Off-Page Local SEO
Build Local Backlinks:
Google places a high value on backlinks (links from other websites to yours) when determining your website’s authority. For local SEO, it’s important to get backlinks from local sources, such as local news outlets, blogs, or businesses. These local backlinks signal to Google that you are a trusted and relevant business in your area.
Encourage Reviews:
Google reviews are crucial for location-based businesses. Positive reviews not only help your rankings but also influence potential customers. Aim to get reviews on Google My Business and other local review sites. Responding to reviews shows that you care about your customers and helps build trust.
2. Metadata: Make It Clear for Google (and Your Customers)
Metadata includes the information Google uses to understand what’s on your website, even if users can’t see it directly. Optimizing your metadata for local businesses is essential to getting noticed.
Title Tags:
The title tag is the first thing Google sees when it indexes your pages. It’s also what users see in search results. For a location-based business, make sure your title tag is specific to your location and services. Keep it around 60 characters, and don’t forget to include your main keyword.
Meta Descriptions:
Meta descriptions summarize what a page is about and appear under your title in search results. A well-written meta description can influence whether someone clicks on your link. For example: “Looking for reliable plumbing services in [Your City]? Call [Your Business Name] for affordable and expert solutions. Contact us today!” Keep it between 150-160 characters and make it compelling for local customers.
Alt Text for Images:
Google can’t interpret images the way humans can. This is why it’s crucial to include descriptive alt text for all the images on your website. If you have photos of your business or products, make sure the alt text includes location-specific keywords. For example, “Exterior of [Your Business Name] coffee shop in Dallas, Texas” is more helpful than “Coffee Shop Image.”
3. Speed: Don’t Keep Your Customers Waiting
Website speed is a critical factor in both SEO and user experience. Google considers page load time as one of the ranking factors, and a slow website can hurt your visibility and drive potential customers away.
Optimize Your Website for Speed:
Compress images, use browser caching, and minimize the use of heavy scripts to improve loading times.
Use tools like Google PageSpeed Insights to analyze your website’s speed and receive suggestions on how to make it faster. A fast, responsive website will keep users happy and help improve your rankings on Google.
4. Local Listings: Be Found on Google My Business
For location-based businesses, Google My Business (GMB) is one of the most important tools you can use. This free listing allows your business to show up in Google’s local search results and Google Maps.
Claim and Verify Your Listing:
First, ensure that you’ve claimed your Google My Business listing. Then, verify your business so that it appears in local search results.
Optimize Your Google My Business Profile:
Make sure your NAP (Name, Address, Phone Number) information is accurate and consistent across your website and other online platforms. Google uses this information to confirm your location and business legitimacy.
Add high-quality photos, business hours, services, and a description of your business to complete your profile. The more information you provide, the more likely you are to show up when people search for businesses like yours in your area.
Get Reviews:
Encourage happy customers to leave reviews on your Google My Business page. The more positive reviews you have, the higher your chances of appearing in the local search pack (the three businesses that appear in Google’s local results).
If your website isn’t showing up on Google, it’s likely that one or more of these critical factors — SEO, metadata, website speed, or local listings — needs attention. By optimizing these elements for local search, you can dramatically improve your website’s visibility and start attracting more local customers.
Implementing local SEO strategies, refining your metadata, speeding up your website, and claiming your local listings are all key to getting your website noticed by Google and ranking higher in local search results. Start with these simple steps, and over time, you’ll see more traffic, more customers, and more success for your location-based business.
Ready to boost your local online presence? Contact us today, and let’s get started on improving your rankings.