Step 1:
How Google ranks websites and what it looks for in a great online experience.
If you’ve ever wondered how some businesses show up at the top of Google while others barely get seen, this guide will show you exactly how to change that.
You’ll learn how to set up your website and online presence to attract more leads and rank higher on Google. We’ll cover practical strategies you can start using right away, like:
● Understanding how Google decides who ranks at the top
● How to choose the right keywords and optimize your website
● Why customer reviews are a game-changer
● Using tools like Google Business Listings and Search Console to track your progress
The goal? To give you a step-by-step blueprint for building an online presence that brings in customers on autopilot.
We’ll start by understanding what Google wants and how to make sure your website checks the right boxes.
What Google Prioritizes
Google’s #1 goal is simple: deliver the most relevant results and the best experience for its users. To do that, it looks at hundreds of factors to decide which websites should rank at the top.
The main ones you need to know:
● Relevance: Google wants to deliver content that matches what users are searching for.
● User Experience: Websites that are fast, secure, and easy to navigate rank better.
● Mobile Usability: Since most searches happen on mobile, having a mobile-friendly site is critical.
● Authority: The more trusted and established your business appears, the better your chances of ranking high.
● Trust and Credibility: Reviews and social proof play a huge role in whether customers — and Google — trust your business.
If your website is optimized for these factors, you’ll stand a much better chance of being discovered by customers searching for your services. If not, even the best business can remain invisible.
Step 2:
How to use competitor research to improve your website and online presence.
If you want to rank higher on Google, one of the smartest things you can do is study the businesses that are already ranking at the top.
Google has already decided they’re doing something right — so your goal is to figure out what that is and do it even better.
Competitor research will help you discover:
● What services and keywords they focus on
● How they describe their business
● What kind of photos, reviews, and social proof they use
1. Start with a Simple Google Search
Search for your services and location (e.g., “car detailing Sydney”) and take note of the top 3–5 competitors. Visit their websites and look for patterns.
What services do they highlight? How do they describe their business? What type of photos, badges, and testimonials do they showcase?
2. Check Their Social Media and Directory Listings
Competitor research isn’t just about websites. Look at their social media profiles and directory listings (Google Business, Yelp, etc.).
Tip: If all your top competitors are on Instagram or Facebook, that’s a good sign you should be there too.
Pro Tip: Check their Google reviews and customer comments. You’ll quickly see what customers love — and what they wish was better.
3. Improve on What Works
Once you’ve identified patterns, it’s time to apply what you’ve learned and make it even better. Add customer reviews and testimonials to your website. Show real photos of your work and your team. Start a basic social media presence and share before-and-after shots or updates about your services.
Step 3:
How to choose the right keywords and optimize your website headings.
If you want to rank on Google, it’s critical to understand how to choose the right keywords and use them in key places on your website.
Keywords are the words and phrases your potential customers type into Google when searching for services like yours. The right keywords help Google understand what your website is about and connect you with the right audience.
Start by thinking like your customers. Ask yourself:
● What services do I want to be found for?
● What words would my customers use to describe these services?
● Where am I located, and how can I naturally include that in my keywords?
Once you have a few ideas, focus on using those keywords in key places on your site, starting with your primary website heading. This is often called the H1 tag and is one of the most important elements for SEO.
For example, if you’re running a lawn care business in Austin, a great homepage heading might be: “Expert Lawn Care Services in Austin – Reliable, Affordable, Local.” This tells Google your location and primary service right away. Compare that to something generic like “Welcome to Our Website,” which offers no useful information for Google — or your visitors.
In the first step, we showed one of our customer websites ranking #1 on Google for their main keyword. It’s not a coincidence that this is what their header section looks like:
Another powerful way to improve your SEO is by adding sections or pages that highlight your individual services. For example, Rejuve Collective, a beauty and wellness clinic, has a dedicated section on their website for each service they offer—like Facials, Massage, and Nail Salon Services.
This helps Google understand exactly what their business offers and allows them to rank for a wider range of search terms. It also makes it easier for visitors to find the specific service they’re interested in.
Use what you learned from your competitor research as a guide. If you notice competitors using phrases like “eco-friendly lawn care” or “weekly lawn maintenance,” consider incorporating those where they fit naturally.
Remember, you don’t have to get everything perfect on your first try. Later on, you'll learn how to use Google Search Console to find the keywords people are actually using to find your site and how to update your content based on that data.
Step 4:
How to set up and optimize your Google Business Listing to attract local leads.
If you run a local business, having a Google Business Listing is absolutely critical. Without one, you will not rank on Google.
Google Business Listings are often the first thing potential customers see when searching for services in their area, and a well-optimized listing can bring you a steady stream of leads.
Below is an outline on how to setup your Google business listing, or if you’d prefer, you can watch a detailed explanation of how to setup Google business listings here:
Step 1: Set Up Your Listing
Go to Google Business Profile and create your free listing. You’ll need to provide:
● Business name
● Address (or service area)
● Phone number
● Website link
● Business category
Once you’ve entered this information, Google may ask you to verify your business by sending a postcard to your address. This step confirms that your business is legitimate and operating at the listed location.
Step 2: Optimize for Better Visibility
After your listing is live, it’s time to optimize it so you can rank higher and attract more customers.
Add High-Quality Photos: Include photos of your work, your team, and your business location. Businesses with photos get significantly more clicks than those without.
Write a Compelling Business Description: Use your keywords naturally and explain who you are, what you offer, and why customers should choose you.
Choose Secondary Categories: If your business offers multiple services, select additional categories to cover everything you do. For example, a spa might choose “Massage Therapist” and “Facial Spa.”
List Your Services and Prices: Be detailed and clear. This helps customers know exactly what you offer and increases your chances of appearing for more searches.
Step 3: Encourage and Respond to Reviews
Reviews are one of the most important ranking factors for Google Business Listings. Ask happy customers to leave a review and always respond to them—both positive and negative. This shows potential customers that you value feedback and take customer service seriously.
Keep Your Information Updated
Make sure your business hours, phone number, and website link are always accurate. Google rewards businesses that keep their listings up to date, and you’ll avoid frustrating potential customers with outdated information.
Step 5:
Why customer reviews are crucial for rankings and trust—and how to get more of them.
Businesses with more reviews consistently rank higher and get more clicks than those without them.
When you did your competitor research, you may have noticed that the businesses ranking at the top tend to have the most reviews. This is no coincidence.
Google sees reviews as a key signal of a business’s trustworthiness and relevance. The more positive reviews you have, the more likely Google is to recommend your business to others.
Why Reviews Matter
Trust and Social Proof: Potential customers trust other customers more than they trust marketing. Seeing positive reviews makes them feel confident about choosing your business. Improved Search Rankings: Google factors in the quantity, quality, and freshness of your reviews when deciding how high to rank your business.
Improved Search Rankings: Google factors in the quantity, quality, and freshness of your reviews when deciding how high to rank your business.
Valuable Feedback: Reviews aren’t just for marketing—they also provide insights into what customers love and what you could improve.
How to Get More Reviews (Without Being Pushy)
Ask at the Right Time: The best time to ask for a review is right after delivering a great service or product.
Make It Easy: Send customers a direct link to your Google Business review page. The fewer steps they have to take, the more likely they are to leave a review.
Offer a Friendly Reminder: If a customer promised to leave a review but hasn’t yet, a polite follow-up can work wonders.
Example:
“Hi Sarah, I’m so glad you were happy with your recent service! If you have a moment, we’d love it if you shared your experience on Google. Here’s a quick link: [link]. Thanks so much!”
What About Negative Reviews?
No business is perfect. If you get a negative review, use it as an opportunity to show how you handle customer feedback.
● Acknowledge the issue.
● Offer to make it right.
● Stay calm and professional.
Future customers will appreciate seeing how you respond.
Step 6:
How to design a website that builds trust and turns visitors into leads.
Your website isn’t just about looking good—it’s one of your most powerful tools for turning visitors into leads.
A well-designed website builds trust, shows visitors why they should choose you, and makes it easy for them to take action.
Here’s how to create a website that converts:
1. Build Trust with Social Proof and Real Photos
When new visitors land on your site, they need to know they can trust your business.
● Include customer testimonials and reviews to show social proof.
● Add real photos of your work, your team, and your space to make your business feel more personal and relatable.
● If you have any awards, certifications, or badges (like “Best Local Service” or “Google Guaranteed”), display them on your site.
2. Use Clear Calls to Action (CTAs)
Decide what you want visitors to do—call you, request a quote, book an appointment—and make it easy for them. Use clear, bold CTAs throughout your site.
Examples:
● “Request a Free Quote”
● “Call Us to Book an Appointment”
● “Get Your Free Consultation”
Place your CTAs at the top of your homepage and repeat them throughout the page to make it easy for visitors to act.
3. Add Service Sections to Help Visitors Navigate
If you offer multiple services, highlight each one in its own section so visitors can quickly find what they need. This also helps Google understand what your business offers.
4. Optimize for Mobile Visitors
Most local business traffic comes from mobile devices, so your site needs to be mobile-friendly. Ensure your call-to-action buttons are easy to tap, and keep your content short and scannable.
The good news: Zarla websites are mobile-friendly by default, ensuring fast load times and a great experience on any device.
5. Before-and-After Photos
For service-based businesses, before-and-after photos can be incredibly powerful. They show potential customers the quality of your work and make your site stand out.
Example: If you’re a car detailer, showing a gallery of cars before and after your detailing service can help build instant trust.
Step 7:
Why speed, uptime, and security are critical for SEO and user experience.
A fast, reliable, and secure website isn’t just nice to have—it’s essential if you want to rank well on Google and provide a great experience for your visitors
Slow websites or sites that go offline often frustrate users and hurt your search rankings.
1. Speed: Faster Websites Rank Higher
Website speed is one of the most important technical factors for SEO. Studies show that if your site takes more than 3 seconds to load, over 50% of visitors will leave. Google knows this and rewards fast-loading websites with higher rankings.
When we benchmarked Zarla websites against competitors like Wix, Squarespace, and GoDaddy, Zarla consistently scored over 90 on Google’s PageSpeed Insights, while many competitors fell below 50.
Why Zarla is faster:
● Hosted on Google Cloud: Zarla websites are built on Google Cloud infrastructure, making them among the fastest and most reliable on the planet.
● Clean Code: Zarla uses clean, optimized code that ensures faster load times, unlike some platforms like WordPress that can become bloated with plugins and outdated code, slowing down performance.
Tip: Use Google PageSpeed Insights to check your site’s speed and get suggestions for improvement.
2. Uptime: Be Online When Your Customers Need You
Frequent downtime not only frustrates visitors but also hurts your SEO. Google rewards websites that are always available and penalizes those that aren’t.
The Zarla Advantage: Zarla’s hosting on Google Cloud ensures maximum uptime, so your site is available when your customers need it most—without you having to worry about technical maintenance.
3. Security: Protect Your Visitors and Build Trust
Google prioritizes secure websites, especially those with an SSL certificate (indicated by the padlock icon in the browser). SSL certificates encrypt data and help protect your visitors’ information.
Why security matters:
● Secure sites rank higher in search results.
● Browsers may flag non-secure sites, causing visitors to leave.
Zarla websites come with SSL certificates and built-in security features automatically, so your site is protected without any extra setup.
Why These Factors Affect Your Rankings
Google pays close attention to how users interact with your site. A fast, secure, and reliable site encourages visitors to stay longer, reduces bounce rates, and increases conversions. These positive signals tell Google your site is valuable and worth promoting, helping you rank higher over time.
Step 8:
Why a mobile-friendly website is critical for your business’s success.
More than 60% of local searches happen on mobile devices. If your website isn’t mobile-friendly, you’re likely losing leads—and Google will notice.
Mobile-friendliness is not just an option anymore; it’s one of the key factors Google considers when deciding where your site ranks.
Why Mobile Optimization Matters
1. Most Traffic Comes from Mobile
For local service businesses, most visitors will find your website on their phones. If your site is hard to navigate or slow to load on mobile, they’ll leave quickly and find another business.
2. Google Prioritizes Mobile-Friendly Sites
Google uses mobile-first indexing, which means it looks at the mobile version of your site first when deciding how to rank it. If your site isn’t mobile-friendly, your rankings will suffer.
3. Better User Experience = More Leads
Mobile visitors expect fast load times, easy navigation, and clear call-to-action buttons. The easier it is for them to request a quote or call you, the more leads you’ll generate.
What to Focus on for Mobile Optimization
1. Responsive Design: Your site should automatically adjust to fit any screen size—whether it’s a phone, tablet, or desktop.
2. Clickable CTAs: Make sure your “Call Now” or “Get a Quote” buttons are easy to tap with a thumb.
3. Fast Loading Times: Mobile users are less patient than desktop users. If your site takes longer than a few seconds to load, they’ll move on.
The Zarla Advantage: Zarla websites are mobile-friendly by default. They automatically adapt to any device, with optimized call-to-action buttons, responsive design, and fast load times—so you don’t have to worry about the technical details.
Why Mobile Experience Affects Rankings
Google tracks how visitors interact with your site. If they stay longer, interact with your content, and convert into leads, it sends positive signals that your site is relevant and useful. That ultimately helps your rankings grow.
Step 9:
How to use Google Search Console to track your performance and find new opportunities.
Google gives you a free tool called Google Search Console that helps you monitor how your website is performing in search results.
Think of it as your behind-the-scenes SEO dashboard. It shows you exactly what’s working, what needs fixing, and how people are finding your website.
If you want to improve your rankings, Search Console is the best place to start.
What You Can Learn from Google Search Console
1. What Keywords People Use to Find You
Search Console shows the exact words and phrases people are typing into Google to find your site. This is a goldmine for content ideas. If you see that people are searching for “eco-friendly lawn care Austin” and you haven’t mentioned that on your site, it’s time to add it.
2. How Often Your Website Appears in Search Results (Impressions)
Impressions tell you how many times your site shows up in search results. If your impressions are growing, that’s a sign your SEO efforts are paying off.
3. Your Average Position in Search Results
This shows where your site ranks for different keywords. If you’re consistently showing up on page 2 or 3, you’ll know it’s time to optimize your content to improve your ranking.
4. Fixing Errors That Hurt Your Rankings
Search Console alerts you to technical issues that might hurt your rankings, like broken pages or mobile usability problems. These errors are easy to fix once you know about them.
How to Get Started
Go to Google Search Console.
Sign in with your Google account.
Add your website and verify ownership (Google will guide you through this step).
Once your site is connected, you’ll start seeing data on how people are finding your business.
It typically takes about 24 hours to 48 hours to start seeing data.
Use Search Console to Refine Your Content Strategy
Remember the mention of not needing to get your keywords perfect from the start? This is where Search Console becomes really helpful. Over time, you’ll see what keywords are bringing you traffic. You can create new content around those terms or tweak your existing pages to match what people are actually searching for.
Here’s the process that Rejuve Collective used to increase their search traffic.
Once they launched their site, using basic content and using the competitive research we outlined earlier, search console started to show them ranking in lower positions for keywords they wanted to target. For example, Botox near me was a keyword that, if they were to rank highly for, would drive high revenue customers to their door.
Here’s what their search console data showed for the period of December, around the same time they switched their website from Shopify to Zarla. You can see Google ranking their keyword “botox near me” in position 12.5 on average. There were some other keywords they wanted to target also, such as Nail Salon near me, where they were ranking position 7.7 on average for that month.
Taking that knowledge, we expanded on the content they wanted to rank for by adding more relevant content for botox, and nail salon as well as adding photos relevant to these topics onto their website AND their Google business listing. They also increased the number of reviews they received from around 5 reviews to at the time of this email, 47 reviews with a rating of 4.8.
Here’s what that content looked like on their Zarla website:
We didn't have to add that much content either, but we also added content related to the botox topic, such as facials and injectables. Google was able to put 2 and 2 together to know that this business was a good match for the keyword “Botox near me”.
In the future, we plan on creating a new page focused specifically on Botox with content, photos, before and afters, testimonials, and a contact form. This will further prove to Google that this business offers this service, but also provides a great service that customers love.
Here’s how this keyword is performing a month later:
Now, this process you can rinse and repeat over and over. And it works like magic, AND Google loves it.
Step 10:
How social media, directories, and external links can boost your search rankings.
Your website is the foundation of your online presence, but external factors—like social media, directory listings, and links from other websites—can give you an extra boost in search rankings.
Why External Factors Matter
Google doesn’t just look at your website. It also pays attention to what’s happening around it—how people are talking about your business online, whether you’re listed in key directories, and how often other websites link to yours. Here’s how to take advantage of these signals:
1. Build a Simple Social Media Presence
You don’t need to post every day, but keeping an active and updated profile on platforms like Instagram or Facebook can help build trust.
Tip: Share before-and-after photos, customer testimonials, or quick updates about your services. Link back to your website from your social profiles to drive traffic.
2. Get Listed in Online Directories
● Directory listings help customers find you and boost your local search visibility.
● Google Business Profile is the most important directory listing, but others like Yelp, Angie’s List, and industry-specific directories can also help.
● Keep your information consistent across all platforms—your business name, address, and phone number should be identical everywhere.
3. Backlinks from Other Websites
When other websites link to yours, it tells Google your site is valuable and trustworthy. These are called backlinks, and they’re one of the most important factors for improving your rankings.
Example: A landscaping company could partner with a local garden center to get featured in a blog post about “Top Local Lawn Care Services,” earning a valuable backlink in the process.
4. Collect Reviews on Multiple Platforms
While Google reviews are essential, reviews on other platforms like Yelp and Facebook help diversify your online presence and build even more trust.
Bringing It All Together
The combination of a well-optimized website, a strong Google Business Listing, and external signals from social media and directories creates a powerful feedback loop.
Customers find you, leave positive reviews, and Google rewards you with more visibility, bringing in even more traffic.
What’s Next?
You now have all the tools you need to build an online presence that brings in leads on autopilot. Remember, SEO is an ongoing process. Keep refining your content, tracking your progress with Google Search Console, and expanding your online presence with external signals.