You have certainly already seen a lot of conflicting advice about SEO online. It can be hard to know what really matters and what is just noise.

This article is here to cut through all that confusion and give you straightforward, easy-to-understand explanations of the main factors that help your business show up higher on Google. Using simple analogies, you will learn what actions will actually make a difference and get you more local customers.

1. The Popularity Contest: Backlinks Are Your Votes

Imagine Google’s search results as a high school popularity contest, like voting for prom king and queen. The more votes you get, the better your chance to win.

In SEO terms, these votes come in the form of backlinks (links from other websites to yours.) Each backlink is like a vote of confidence from another site saying, “This business is legit and trustworthy.” The more quality backlinks you have, the more likely you are to rank at the top.

That’s why building backlinks through reputable directories and local partnerships is crucial. Just be sure to follow Google’s guidelines on link schemes to avoid penalties. Getting good backlinks is your path to winning the SEO prom crown.

2. The Mayor and the Acres: Website Size and Age Matter

Think of Google as the mayor of a town. Each page on your website is like an acre of land you own in that town. The more acres you own, the more important you seem to the mayor. So, having a larger website with many well-organized pages related to your services and areas tells Google you’re a major player.

But there’s another factor: how long you’ve owned that land. Old money tends to sway the mayor more than new landowners. In SEO terms, that means the age of your domain matters. Older domains usually have more trust and authority with Google because they’ve been around longer, showing consistency and reliability. While Google doesn’t give an exact age ranking factor, their explanation of how search algorithms work emphasizes trust and authority built over time.

So, owning a big piece of land (many pages) and having old money (an established domain) will help you earn the mayor’s respect and rank higher.

3. Building Your Reputation: On-Page SEO Helps You Shine

Think of your website’s content, keywords, and internal linking like building your reputation in the community. These on-page SEO factors don’t count as direct votes, but they increase how favorable Google sees you.

When your pages clearly describe what you do and where you do it, Google’s “judge” trusts your site more. This improved reputation helps you earn more backlinks (votes) and improves your chances of ranking higher.

Creating helpful, original content that answers your customers’ questions is key. Google’s guide to creating helpful content explains how to focus on quality over quantity.

Good content and keyword use make you look professional, knowledgeable, and reliable—qualities that win respect from both Google and your customers. You can learn more about on-page SEO basics from Google’s SEO Starter Guide.

Bonus: Positive Reviews and Custom URLs Add Extra Points

Don’t forget your Google Business Profile. Positive reviews act like public endorsements, boosting your local reputation and trustworthiness. According to Google’s reviews best practices, responding to and encouraging honest customer feedback helps improve your profile.

Having a clean, custom website address makes your brand easier to remember and trust. Plus, it supports your overall online presence.

If you’re looking to learn more about local SEO fundamentals, Google’s official Local SEO basics guide is a great place to start.

If you need some tips for getting more reviews, check out our previous article about getting reviews.

The Takeaway

Winning at local SEO means playing the game on multiple fronts:

• Get backlinks (votes) from trustworthy sites
• Build a large, relevant website (own many acres)
• Use great content and keywords to build your reputation
• Encourage happy customers to leave positive reviews

Combine all these, and you’ll impress the mayor, win the popularity contest, and earn the judge’s favor—leading to more local customers finding you online.

For more info straight from Google, check out their guides on Local SEO basics and How Google Search works.

Need help mastering local SEO? We’re here to guide you every step of the way.