11 Hard Truths About Why Your Small Business Isn't Ranking on Google
Getting your small business to rank on Google isn't hard—it's brutal. I've spent 15 years in the trenches with small businesses, digging into over 300 local SEO audits, and let me tell you, I've seen it all. Today, I'm going to hit you with 11 hard truths about why most of you aren't showing up on Google Search or Google Maps. These aren't the sugarcoated tips you usually hear; this is the real deal. Some of these truths might sting a little, but if you're serious about climbing the ranks, you need to hear it and fix it. All right, let's get into it.
Truth #1: Most of You Will Never Rank Well on Google Maps
Look, I told you this might be a tough pill to swallow. The reality is most of you won't make it to the top spot on Google Maps. And here's why: Let's say you're a plumber in one of Chicago's neighborhoods, and naturally, you want to rank for "plumber in Chicago" to get the best results. On Google Maps, you need to be one of the top three listings. These are the ones that get the most clicks and show up in what's called the Google Map Pack—the box that appears at the top of regular Google searches. Being in this spot can bring in tons of leads. But here's the problem: according to Forbes, there are around 2,170 plumbers, pipe fitters, and steamfitters in Chicago. This means your chances of getting one of those top three spots are about one in 714, or just 0.14%. Pretty slim, right?
Now, obviously, this is a very simplistic calculation that doesn't consider everything Google looks at. The difficulty will be different across different business verticals, how many competitors you're facing, the size of your city, and so on. But it gives you an idea of just how tough this game can be.
How do you fix this? Target the immediate area where your business is located and more specific services, like "emergency plumber in Lakeview." It will dramatically increase your odds of claiming a top spot on Google Maps. But before jumping into that, here's another important truth I've seen in nearly every business audit I have done.
Truth #2: You Aren't Tracking Your Online Visibility
From what I've seen, very few small business owners actually keep track of where they show up on Google Maps or Google Search. And that's a big mistake. If you're not tracking your visibility, you don't know if your hard work is paying off, if your rankings are dropping, or if your competition is beating you. Ignoring this means missed customers, wasted time, and less traffic to your business.
How do you fix this? Use a rank tracking tool and a geogrid tracking tool to check where you stand for your main keywords, both on Google Maps and in search results. By keeping an eye on it, you can spot problems early and adjust your strategy to stay visible.
Truth #3: You Don't Create Good Content on Your Website
So, you've got a pretty-looking website with all the bells and whistles, and you're pumped to show it off to friends and family. But there's a catch: no one's finding it on Google. The reason? Your content is not good enough. Good content isn't just about making your website look nice; it actually helps you rank better on Google. When you write helpful, local content that answers your customers' questions, it shows Google that your business is useful for people nearby. This not only helps your website show up in searches, but also boosts your Google Business Profile, so you're more likely to appear in Google Maps and Google Search. On the flip side, if your content is poor, or if you don't have much at all, you're missing a big chance to reach new customers and may fall behind other businesses that do this well.
How do you fix this? Good content takes time to create, so don't rush it—make it count. Write stuff that actually helps your customers and answers their questions. Think about things they might be searching for, like "how to find the best dental hygienist in Milwaukee." The more you focus on real, useful, local content, the better your chances of showing up on both Google Search and Maps.
Truth #4: You're Always Looking for Shortcuts
Here's the thing: when it comes to ranking on Google, shortcuts can land you in serious trouble. I've seen tons of small business owners try to game the system during my audits, and trust me, it was easy for me to spot those tactics. So, if I can see them, imagine how easy it is for Google. In the end, these quick-fix strategies often do more harm than good.
For starters, buying Google reviews or asking friends and family to write fake ones is a big red flag for Google. If they catch you, you could lose all your reviews, get your business profile suspended, or worse, be fined. And let's be real, fake reviews don't build trust with real customers.
Then there's buying backlinks to artificially inflate your business authority. Sure, it might seem like a fast way to boost your rankings, and it will initially work, but Google's smart enough to spot sketchy link-building practices and will catch up with you. Using AI to write content is tempting, of course, but if you're just churning out generic, automated pages, Google can tell. AI content often lacks the personal touch, local details, and relevance that real customers want, which can lead to poor rankings. And copying some of your competitors' entire page and passing them off as your own? That's not only bad for SEO, but it's also unethical. Google can detect duplicate content, and if they find you copying, they'll likely rank you even lower.
How do you fix this? Avoid the shortcuts and invest in honest, quality efforts. Focus on getting genuine reviews, building relationships for real links, and creating original content that adds value. Ranking on Google takes time, but doing it the right way keeps you on Google's good side and builds long-term success for your business.
Truth #5: You're Trying to Game Google Maps with Extra Business Profiles
This one's super common. Lots of business owners think they can boost their visibility by creating multiple Google Business Profiles for the same business. It might seem like a clever way to dominate local search, but it's actually a dangerous move that can backfire in a big way. Here's why: Google's guidelines are crystal clear—one business, one profile (unless you genuinely have multiple locations). When you create extra profiles, Google might see this as spammy behavior, which can put all your profiles at risk. If Google catches on, they could suspend not just your extra profiles, but your main one as well. That means you disappear from Google Maps altogether, making it way harder for customers to find you online.
How do you fix this? Instead of gaming the system, focus on optimizing your legitimate profile. Really add completely, keep it active with posts and updates, and encourage happy customers to leave genuine reviews. It's a slower path, but it's a solid strategy that keeps your business safe and builds real credibility with Google.
Truth #6: You're Not Following Google's Guidelines
Here's a big one: most business owners don't realize they're breaking Google's rules. But in nearly every business I review, there's some form of guideline violation. It's more common than you'd think. Google's guidelines are strict for a reason: they help keep search results clean, reliable, and relevant. When you don't follow them, you're putting your business's visibility at serious risk. From adding extra keywords in your business name to using fake addresses, even small tweaks can lead to trouble. Trust me, Google's onto this stuff, and getting caught could seriously hurt your visibility.
How do you fix this? Take the time to read Google's guidelines and make sure your profile is totally legit. If you're not sure, check each section of your profile for anything that looks like a shortcut and adjust it to play by the rules. It's worth the time to keep your business safe and ranking strong.
Truth #7: You're Not Implementing Recommendations
This one really gets me. After I do an audit and give tailored recommendations, I see so many business owners just ignore them. It's strange because they went through the effort to get an audit done, so why not follow through? It's like going to the doctor, getting a diagnosis, and then skipping the treatment. These recommendations are there to help you rank better and avoid mistakes. But if you don't act on them, you're back to where you started. Ignoring recommendations means you're missing out on quick wins, big improvements, and possibly the entire reason you reached out for help in the first place. It's wasted time and missed opportunities for growth.
How do you fix this? If you'
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