Being found on Google: the basics, and the searches you appear for

3. Being found on Google

How Google works, in three steps

1. Finds. Google's robot follows links to reach your pages.
2. Files. It reads each page and stores it in its index.
3. Shows. When someone searches, it picks the best matches.

If a page fails at step 1 or 2, it can never reach step 3, however good it is.

Is my website in Google at all?

A quick check: go to Google and type site: followed by your web address, with no space. For example site:yourbusiness.com. Google will list the pages it has filed for your site. If nothing comes up, Google has not filed your site yet, and that is the first thing to fix.

Things that stop Google filing your pages

• A "noindex" setting. A hidden instruction on a page that tells Google not to list it. On WordPress, check Settings, then Reading, and make sure "Discourage search engines from indexing this site" is not ticked. Sites are often left like this by mistake after they are built.
• A blocking robots.txt file. A small file at the front door of your site that tells robots where they may go. A single wrong line can turn every robot away.
• No sitemap. A sitemap is a list of your pages that you hand to Google so it does not miss any. Most website editors and SEO plugins make one for you. Add its address in Search Console.
• Pages nothing links to. If no menu or page links to a page, Google may never find it.

The parts of your page Google reads first

The page title

The title is the blue link people see in Google, and the words on the browser tab. It is one of the strongest clues Google has about what a page is for. A title that is only your business name tells Google, and the searcher, nothing about what you do or where.

Say what you do, then where, then your name. Keep it to about 60 characters, because Google cuts off longer titles. Every page should have its own title.

The description

The one or two sentences under the title in Google. Google does not use it to decide your position, but a clear description makes people more likely to click. Without one, Google picks scraps of text from the page, which rarely read well. Aim for about 150 characters: what you do, where, and one good reason to call you.

The main heading

The big heading at the top of a page, known as the "H1". Each page should have exactly one, and it should say plainly what the page is about, the way you would say it out loud. In most editors, choose the "Heading 1" style.

Enough to read

Google and AI assistants decide what you offer by reading. A home page with a few lines and a big photo gives them almost nothing to go on. As a guide, aim for 400 to 800 useful words on your home page, covering what you do, who for, the places you cover, what makes you different, and a few common questions.

Give each main service its own page. Google shows one page for one idea, so a single page listing ten services rarely shows up well for any of them. If you work across several towns, a page for each main area can help, but only if each page has something genuinely local to say. Copies with the town name swapped do not help and can count against you.

Other things in this section

• Photo descriptions (alt text). A short description attached to each photo. It helps blind visitors using screen readers, and it tells Google what the photo shows. Describe it plainly, for example "New bathroom fitted in a family home".
• Secure address. Your web address should start with https, which shows a padlock in the browser. Browsers warn visitors about sites without it. Most hosts offer it for free.
• Broken links. Links on your site that lead to missing pages. Visitors hit a dead end, and Google sees a site that is not looked after.
• Pages sharing a title. If two pages have the same title, Google cannot tell which one to show.
• Language setting. A hidden setting tells browsers which language a page is in. If your site is in more than one language, each version needs the right setting.

4. Searches you appear for

This part of your report shows real searches people type into Google where your website already shows up, and how high up the results you appear.

Reading the table

Search

The exact words someone typed into Google. These are often shorter and rougher than you might expect, for example "plumber springfield" rather than "plumbing services in Springfield".

Searches a month

An estimate of how many times that search is made in your country each month, averaged over a year. Busy seasons will be higher and quiet ones lower. Do not be put off by small numbers. For a local business, a search made twenty times a month by people ready to buy can be worth more than a big general one.

Your position

Where your site appeared in the ordinary results for that search. Position 1 is the top. Adverts and maps above the ordinary results are not counted. Results also shift a little depending on where the searcher is and what device they use, so treat the number as typical rather than exact.

Why page 2 is good news

Most people never look past the first page of results, and most clicks go to the first few places. A search where you are already at position 11 to 20 is usually your best chance of a quick win. Google already thinks your page is relevant. It just needs a little more convincing. Make sure the page that appears has a clear title, a clear heading, and enough useful writing about that exact subject.

Searches for your own name

If someone searches for your business name, you should be at or near the top. That is expected and does not bring many new customers on its own. The searches that matter most for growth are the ones for your service and your area.

If the table is empty

It means we could not find your site in Google's top 100 results for the searches we have data on. That is common for small or new websites, and it does not mean Google cannot see you. Start with the basics above to make sure your pages are filed and clear, then build up your pages and links from other websites.

Not sure how Google sees your own site? You can check it free, or read the example report to see how these sections look. The full guide covers the other eight sections.