How to Get Your Business Found on Google (Without Paying for Ads)

How to Get Your Business Found on Google (Without Paying for Ads)

Getting found on Google matters. Most people search online before choosing who to hire, visit or buy from. But not everyone wants (or can afford) to run ads. The good news is, there's a lot you can do to show up in local search results - for free - if you understand how Google works.

This isn’t about tricking the algorithm. It’s about giving Google what it needs to trust that your business exists, is real, and serves people in your area.

1. Google Business Profile Is Not Optional

If you haven’t claimed and completed your Google Business Profile (GBP), that’s step one. But “claimed” isn’t enough. A half-filled-out profile won’t compete with others who’ve taken the time to fully optimise theirs.

Here’s what matters:

• Use your real business name (no extra keywords)

• Add a full address, even if you work from home (you can hide it from the map if needed)

• Choose the right category - not just "consultant", but “Marketing Consultant”, “Website Designer” etc.

• Add photos - real ones, not stock

• Post updates semi-regularly - Google notices when you keep things active

• List opening hours, even if you’re appointment only

• Use the business description field to say clearly what you do and where you work

Once set up, this listing becomes your anchor - it's what feeds into Google Maps and "business near me" searches.

2. Your Website and Your Listing Need to Match

Google compares your Business Profile to the info on your website. If your phone number, business hours or services are different, it raises a flag.

You don’t need a flashy site, but you do need:

• A clean, mobile-friendly layout

• Clear contact info

• Your service area (e.g. “Serving Ashford, Canterbury, and the wider Kent area”)

• Service-based pages (if you offer branding, websites and SEO, those should each have their own page or section)

Consistency across your website and business listing builds trust - and that trust improves your search position over time.

3. Directories Still Matter - But Only the Right Ones

Listing your business on trusted directories like Yell, FreeIndex, 118, and others isn’t old school - it’s still part of how Google checks you’re legitimate.

Each listing should:

• Use the same name, address and phone (this is called your NAP)

• Include a brief description of your services

• Link back to your website (if allowed)

Don’t spam yourself across every directory ever created. Focus on UK-relevant, human-maintained ones. A few strong listings are better than twenty poor-quality ones.

4. Think Like a Local

Google shows people local results first, especially for service businesses. That means your content should clearly tell Google where you work and who you serve.

Practical tips:

• Mention the town or area you serve on your homepage and in your service descriptions

• If you have a physical location, embed a Google Map

• Include phrases people would naturally search, like “branding services in Ashford” or “website design for Kent businesses”

• Avoid stuffing your site with a list of towns - it doesn’t work, and it makes your content unreadable

If you work in more than one area, consider creating individual service pages for each town.

5. Patience Pays Off

You can’t game Google long-term. But you can show up if you’re consistent. Set up your profiles, keep your info up to date, create helpful content, and stay active. Google is looking for trust signals - give it plenty to work with.