Why Your Local Business is Not Ranking on Google (and How to Fix It)

Published on September 2, 2025

So many local businesses are failing to rank on Google, which ultimately means they’re losing customers to the competition. In today’s digital-first world, if your business can’t be found online, you might as well not exist. But the good news? There are clear reasons why this happens — and even clearer ways to fix it.

And if you’re a web design agency, the best part is you can apply these changes not only to your clients’ websites, but to your own site as well.

Here are 3 common reasons your business isn’t showing up in Google search results, plus how to turn things around:

1. You’re Targeting the Wrong Keywords

Many business owners make the mistake of going after broad, highly competitive keywords like “plumber” or “dentist.” Unless you’re a national brand with a massive marketing budget, you’ll get crushed by big players who have been investing in SEO for years.

But here’s the thing — targeting a major city (like “plumber in New York City”) can be just as difficult as chasing a broad keyword. Those large metro areas are saturated with competition, and ranking there is an uphill battle.

The Fix: Instead, focus on long-tail keywords that include both your actual town (or a smaller market you serve) and the specific service you provide. Broad terms like “plumber” or “dentist” are way too generic — you need to get laser-focused.

Instead of “plumber,” try “emergency plumber in Katy, TX.”
Instead of “dentist,” try “family dentist in Amboy, IL.”

This combination of location + specific service not only lowers competition but also ensures you’re reaching people who are searching with intent — customers who know exactly what they want and are ready to book.

Don’t underestimate the smaller markets, either. You’d be surprised how many qualified leads come from searches in your own town — and the bonus is that Google will often pull your business into nearby city searches automatically once you start building authority locally.

2. Your Website Content Sucks

Blunt but true: if your website doesn’t mention the keywords you want to rank for, you’ll never rank. How can Google know you’re the go-to “roof repair service in Dallas” if those words never appear on your site?

But here’s another common mistake: many businesses only optimize for big cities, when in reality it’s often easier (and more profitable) to focus on smaller nearby towns. For example, instead of just “roof repair in Dallas,” you might target “roof repair in Garland, TX” or “roof repair in Mesquite, TX.” These smaller markets often have far less competition — yet still bring in plenty of qualified customers.

The Fix:

Build dedicated landing pages for each service you offer.
Add city-specific content — not just for the big metro, but also for the towns your business physically serves (e.g., “Lawn Care Services in Murfreesboro, TN” instead of only “Lawn Care Nashville”).
Incorporate those long-tail keywords naturally into your page titles, headings, and body copy.

And here’s the key: don’t keyword stuff. Writing “roof repair in Garland” a dozen times on a page won’t help — in fact, it can hurt. Instead, write like you’re having a conversation with a customer. Explain your services clearly, answer common questions, and let the keywords fit in naturally. Google is smart enough to understand the context when your content sounds human.

Think of your website like a digital storefront — if it doesn’t tell people (and Google) what you do and where you do it, nobody will find you.

3. Your Google Business Profile Is Weak (or Nonexistent)

Your Google Business Profile (GBP) is one of the most powerful tools for local SEO, yet many businesses ignore it. If yours is incomplete — or worse, missing entirely — you’re handing leads to your competitors.

But before you rush to create a new profile, it’s important to make sure your business doesn’t already have one. Duplicate listings can actually hurt your rankings and confuse customers.

How to Check:

Go to Google Maps and type in your business name and city.
If a profile already exists, you’ll see your business listed (sometimes with limited info).
If you find it, don’t create a new one — instead, click “Claim this business” or “Own this business?” to request ownership.

The Fix:

Claim and verify your GBP if you haven’t already.
Fill out every detail: business name, category, hours, services, and a link to your website.
Upload high-quality photos of your storefront, team, or work.
Encourage happy customers to leave reviews (and be sure to respond to them).

When optimized, your GBP helps you appear in the local map pack — those top 3 listings that show up with a map at the top of Google. That’s prime real estate you don’t want to miss.

The Results You Can Expect

By targeting the right keywords, improving your website content, and optimizing your Google Business Profile, you’ll start to:

Show up in local searches for your exact services.
Drive more qualified traffic to your website.
Outrank competitors who aren’t putting in the work.
Get more phone calls, walk-ins, and sales.

That said, it’s important to be patient. Local SEO isn’t instant — Google needs time to crawl, index, and trust the changes you’ve made. You may not see results overnight, but within a few weeks to a few months, you’ll notice a significant lift in visibility and leads. The key is to stay consistent: keep your information updated, continue building content, and encourage customer reviews. Over time, those steady efforts compound and lead to lasting results.

Your Plan of Action

1. Audit your current keywords — are they too broad? Switch to long-tail, location-based ones.

2. Review your website — does it include those keywords and have dedicated service/city pages? If not, build them.

3. Claim, update, and optimize your Google Business Profile. Add photos, encourage reviews, and keep it fresh.

Conclusion

Ranking locally on Google isn’t rocket science — it’s about being strategic. If you stop chasing broad keywords, improve your website content, and give your Google Business Profile the attention it deserves, you’ll start outranking your competition and driving real results.

The bottom line: Google rewards relevance and authority. By following these steps, you’ll position your business as the go-to choice in your area.