Usually it comes down to three things. Google doesn't have your full details, your website doesn't say plainly what you do and where, and there's nothing new for Google or AI assistants to notice. Fix those three and you start to show up.
You've got a good business. Your regulars love you. But when a stranger goes looking for what you do, they find someone else. It's one of the most common things owners tell me, and it's usually easier to fix than people think.
What happens when someone looks for a business like yours?
They type something like "plumber near me" into Google. More and more, they also ask an AI assistant such as ChatGPT: "Who's a good guesthouse near the town centre?" Either way, the answer goes to the businesses that are easy to read and easy to trust. It isn't always the best business. It's the clearest one.
Is your Google profile finished?
Lots of owners set up their Google Business Profile once and never go back. Check yours today. Does it have your opening hours, real photos, the services you offer and the area you cover? Have you replied to your reviews, the good ones and the bad? A complete profile tells Google you're open, active and worth showing.
Does your website say what you do, where, and how to book?
Try this. Show your homepage to a friend for five seconds, then close it. Ask them what you do, where you are and how to book. If they can't answer all three, a search engine will struggle too. Use plain words. Put your name, address and phone number the same way everywhere, on your site, your Google profile and your social pages.
How do AI assistants like ChatGPT decide who to recommend?
They read what's out there about you and look for clear, matching facts. A few things help a lot:
- One plain sentence that says who you help and how, used the same way on every profile.
- A page of straight answers to the questions customers really ask, like prices, opening times and how long a job takes.
- Real reviews from real customers, with replies from you.
- Other places that mention you, such as local directories, a local news story or a partner's website.
What can you do this week?
- Finish your Google profile: hours, photos, services, area.
- Reply to your last five reviews.
- Write your one plain sentence and use it everywhere.
- Add a short "questions and answers" section to your website.
- Ask two happy customers for a review.
When I built the Melior website, I did these same steps before anything else. If it's good enough for my clients, it's good enough for me.
Questions owners ask
How long does it take to show up on Google?
A finished Google profile can start helping within days. Website changes usually take a few weeks to be picked up, so start now and keep checking.
Do I need to pay for ads to be found?
No. Ads can help, but a finished Google profile, a clear website and real reviews are free and keep working after you stop paying.
Want a hand with this?
Book a free 30-minute chat. No rush, no jargon, no sales push.
Don Miller runs Melior Studio in Leicester, helping small businesses anywhere get found, earn more and work less.