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The 3 Analogies That Explain How Google Ranks You

Last Updated: July 30, 2025

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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.

What Is NAP Match And Why Does It Matter?

Last Updated: July 30, 2025

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If you’re running a business, you’ve probably heard about the importance of NAP (Name, Address, and Phone number.) We extend that to include your URL too, so for us, it’s NAPU. But did you know Google wants your NAP to be exactly the same everywhere online? This consistency is crucial for boosting your local search rankings and making sure customers find you easily.

According to Google’s Business Profile guidelines, here’s what they expect:

  • One Google Business Profile (GBP) per location. This is the first thing people see when they search “near me” near your address.
  • One website linked to your business. Google recommends using a single website URL on your profile and citations to keep things clear.
  • One set of backlinks pointing to your website, all consistent with your NAP. While Google doesn’t spell this out, SEO experts agree that consistent citations and backlinks build trust.
  • One physical address and one phone number per location. Sharing numbers or addresses across locations can cause confusion and hurt your rankings.
  • One official business name across all your listings. For example, Google’s naming rules say your business name should match your real-world name exactly, so Acme, LLC is not the same as Acme or Acme Co.

When it comes to your website domain, keep it simple and branded. Avoid stuffing keywords in your domain name. Google’s Search Central blog explains that shorter, brand-focused domains perform better and build more trust than keyword-heavy ones.

Common NAP Pitfalls and How to Avoid Them

One of the biggest reasons businesses run into NAP troubles is juggling multiple vendors over time without cleaning up the leftovers from past campaigns. Old phone numbers, outdated URLs, and abandoned websites often linger across directories and listings. If you’ve moved locations and didn’t update your address everywhere, those outdated details are still floating around, causing confusion for both customers and Google.

The ideal situation is to have every single letter of every data point — your business name, address, phone number, and website — exactly the same across every directory and listing. This uniformity is the most powerful position your business can be in. Anything less is a compromise that makes ranking harder and customers unsure.

If you don’t clean up these inconsistencies before launching new marketing efforts, you’re basically forcing each new campaign to swim upstream. Using a tool like Prospect Genius’ CleanSlate can help you wipe the slate clean, removing outdated and conflicting info from across the web. Skipping this crucial step means you’re shooting yourself in the foot and missing out on maximum local SEO potential.

Other Important Tips to Strengthen Your Local SEO

  • Use Structured Data (Schema Markup): Adding consistent NAP info through structured data on your website helps Google understand your business details better, giving you a local SEO boost.
  • Keep Social Profiles and Review Sites Consistent: Your NAP should be the same not just on directories, but also on social media profiles and review platforms. Consistency builds trust and signals to Google that your business is legitimate and reliable.
  • Audit Your Listings Regularly: NAP cleanup isn’t a one-and-done deal. Schedule audits quarterly or biannually to catch and fix any new inconsistencies before they impact your rankings.
  • Use Local Phone Numbers, Not Just Toll-Free: Google prefers unique local phone numbers for each location rather than a single toll-free number for multiple spots. Local numbers help strengthen your business’s local relevance.

Why does all this matter? When your NAP info matches perfectly across Google, your website, and other directories, Google trusts your business more. That means higher rankings and better visibility to customers searching for services nearby.

Keeping your NAP consistent, and your domain clean, isn’t just a small detail. It’s a key step in growing your local presence and driving more customers to your door.

If you want to dive deeper into what makes a strong local listing, check out this great summary of local SEO ranking factors that breaks down everything Google looks for.

One More Month. One More Excuse. How Long Should These Things Really Take?

Last Updated: September 18, 2025

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If you’ve been burned by marketing companies before, we get why you’d roll your eyes when you hear “just give it 4 to 6 months.” You’ve heard that before, right? And sure enough, 6 months later, you’re still waiting for the phone to ring while that vendor blames the last vendor.

That’s why we’re not just giving you another “trust the process” speech. What we’re laying out here is a reference point. If you’re working with a marketing team, these are the benchmarks and timelines you should expect.

If you’re seeing progress like this, you’re probably on the right track. But if you’re hearing promises or excuses that sound way outside of this, whether it’s “we can do it in 30 days” or “you’ll need a year before anything happens,” that’s your signal to ask tougher questions.

We’re sharing this based on years of running campaigns for many, many businesses. This is how the math typically works, and it’s why we’re putting it all out here as a timeline cheat sheet. Keep it handy the next time you’re sizing up a vendor.

What Success Should Look Like

Good SEO isn’t just a black box where you sit around in silence for six months. There should be clear activity and visible progress along the way.

  • Website Launch: Your website should be completed and launched within the first month. If it’s dragging past that, something’s wrong.
    • How to monitor progress: You should be able to view the site on a staging (temporary) URL. That way you can see the work being done and how the site is coming together.
  • Directory Listings: Your business information should start appearing in directories within the first 1 to 2 months. If there’s zero activity here, that’s a red flag.
    • How to monitor progress: Before hiring the agency, Google your business phone number. This shows where your number is already listed. Then, keep searching it weekly to see if new listings pop up.
  • Solicitation Calls from Directories: When directories like Yelp start calling you nonstop, that’s actually a good sign. It means your business is showing up in the places where marketers (now) and customers (soon) are paying attention. It’s the canary in the coal mine.
    • How to monitor progress: Sadly, these are annoying, but that also makes them memorable. No need to specifically track them.
  • Traffic Trends: After a couple of months, you should see a steady month-over-month increase in website traffic. Don’t get hung up on the raw numbers. What matters is the trend. Is it growing, even slowly? That’s progress.
    • How to monitor progress: Most sites use Google Analytics. You should either have access to your GA account or request monthly reports from your marketer. This lets you see traffic trends early on.
  • Leads: Leads should start trickling in after a few months. Early on, they’ll be minimal, but they should increase gradually as your rankings improve.
    • How to monitor progress: You should be using a tracking number (like our CallTrax) for your online marketing. Without it, you’re severely limiting your ability to track results. Check your call logs to see if your call volume is increasing. Over time, focus not just on the number of calls, but on the quality of those calls.

Reasonable Timelines for Specific SEO Milestones

Here’s a realistic timeline for key parts of your SEO campaign so you know what to expect and when.

  • Getting Your Website Indexed: Once live, Google can index your site in 3 days to 2 weeks if set up correctly. For a brand-new domain, it might take 3 to 4 weeks.
  • Directory Listings: Submitting listings takes 1 to 3 days. Approvals take 1 to 4 weeks, followed by 2 to 4 weeks for Google to index them. Give it another 1 to 2 months to impact rankings.
  • Google Business Profile: Setup and optimization should take 1 to 3 days, with 3 to 10 days for verification. You might start seeing activity within a few weeks (this timing depends on several factors like market size, industry, and number of competitors).
  • Location-Specific Pages: These help target neighboring areas. They can be created in 1 to 3 days, indexed in 3 days to 2 weeks, and typically improve rankings in 1 to 3 months.

Why Switching Vendors Too Soon Fails

Switching SEO vendors every couple of months is a guaranteed way to fail. Not only does it kill momentum, but every new provider has to start by cleaning up the mess left by the last guy. This includes inconsistent NAP data, bad backlinks, and half-finished directories. Most companies skip this step, which just piles onto the mess and makes things worse.

When you jump campaigns, the SEO clock doesn’t just pause. It resets. And if you’ve changed your domain name, expect a 4 to 6 month recovery period just to get back to where you were.

Pro Tip: Always ask your marketer if they’ve cleaned up (or plan to in the near-future) your old, outdated listings to fix your NAP match. We offer a service called CleanSlate for exactly this reason, but a lot of marketers skip this step. If they aren’t doing it, your campaign is never going to get off the ground. Make sure to ask directly.

TLDR;

Here’s a summary of all the timelines that you can use as a reference. Remember, these are all just rule-of-thumb estimates. Your mileage may vary based on market size, industry, competition level, and 20+ other things.

SEO Action Expected Duration
Website Completion & Launch Within 1 month
Website Indexed by Google 3 days to 2 weeks (up to 4 weeks for brand new domains)
Directory Listings Submission 1 to 3 days
Directory Approvals 1 to 4 weeks
Directory Listings Indexed 2 to 4 weeks after approval
Impact on Rankings from Directories 1 to 2 months post-indexing
Google Business Profile Setup & Verification 1 to 3 days for setup, 3 to 10 days for verification
Location-Specific Pages Created 1 to 3 days
Location Pages Indexed 3 days to 2 weeks
Ranking Improvement for Location Pages 1 to 3 months
PPC Campaign Visibility Immediate upon launch
Recovery After Domain Name Change 4 to 6 months to recover momentum

  • Website Completion & Launch:
    Within 1 month

  • Website Indexed by Google:
    3 days to 2 weeks (up to 4 weeks for brand new domains)

  • Directory Listings Submission:
    1 to 3 days

  • Directory Approvals:
    1 to 4 weeks

  • Directory Listings Indexed:
    2 to 4 weeks after approval

  • Impact on Rankings from Directories:
    1 to 2 months post-indexing

  • Google Business Profile Setup & Verification:
    1 to 3 days for setup, plus 3 to 7 days for verification

  • Location-Specific Pages Created:
    1 to 3 days

  • Location Pages Indexed:
    3 days to 2 weeks

  • Ranking Improvement for Location Pages:
    1 to 3 months

  • PPC Campaign Visibility:
    Immediate upon launch

  • Recovery After Domain Name Change:
    4 to 6 months to recover momentum

The Bottom Line

SEO isn’t magic, but it is methodical. If you’re serious about growth, give it at least 4 to 6 months to produce real, measurable progress. Along the way, expect to see outputs like a completed website, published listings, and growing traffic.

Above all, look for the trend. Steady upward movement is the key, not just big numbers right out of the gate.

If you want help mapping out the right strategy, without having to start over every few months, let’s chat.

 

SEO Timeline and Progress FAQs


Small business SEO typically takes 4 to 6 months to show measurable results. Early signs of progress include increased website traffic, more directory listings, and some initial leads. Full SEO benefits often take longer, but consistent upward trends are a positive indicator.


A new business website should be completed and launched within the first month of starting with a marketing company. If the website build is delayed beyond a month, it’s a red flag indicating potential inefficiencies or problems.


Directory listings for your business should start appearing within 1 to 2 months after hiring an SEO company. Submission typically takes 1 to 3 days, with approvals in 1 to 4 weeks, and indexing by Google another 2 to 4 weeks after that.


Google can index a new website in 3 days to 2 weeks if everything is set up correctly. For brand-new domains, it may take 3 to 4 weeks. This is a key early milestone in an SEO campaign.


Leads from SEO efforts typically begin trickling in after a few months of consistent marketing efforts. While initial leads may be minimal, they should increase gradually as your website gains better search rankings and visibility.


Switching SEO vendors too soon resets the SEO clock and can kill campaign momentum. New SEO providers must first clean up issues like inconsistent NAP data, bad backlinks, and incomplete directories. Without this cleanup, results suffer and recovery can take 4 to 6 months, especially if you’ve changed your domain name.

Bringing a Go-Kart to a Drag Race: The One Mistake That’s Killing Your Local SEO

Last Updated: July 8, 2025

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Let’s be honest: every business owner knows you need something online. No website = No calls. But here’s the mistake almost everyone makes: they throw up a one-page “el-cheapo” site and call it good. That’s like showing up to a drag race in a go-kart.

Mistake #1: The One-Page Wonder

A single-page site barely gets you off the starting line. It doesn’t give Google (or your customers) much to go on, so you’re stuck at the back, treated like a domain squatter instead of a real contender. It’s definitely better than nothing, but not by much.

Mistake #2: The Basic Three-Pager

You try to up your game by adding pages: Home, Contact, Services. Then you make a long bullet list of everything you do on that Services page. But to Google, this is just a rolling chassis with no engine. You look the part, but you’re not moving up in the rankings. Your site still isn’t built to win. That long list of scattered ideas has less focus than a squirrel in a peanut factory.

The Game-Changer: One Service, One Page

Here’s where the rubber meets the road. Take that list of services and turn each one into its own dedicated page. Now you’re up to 19 pages instead of three, each one a powerhouse of detail and value. Suddenly, you’ve got a W16 engine under the hood. Google finally knows what you do best, and customers find exactly what they need, right when they need it.

The Problem and the Opportunity

Here’s the opportunity: Most of your competitors are still stuck with the basics. They don’t realize they’re running a go-kart while the real winners have tuned, targeted, turbocharged sites. This is your chance to race right past them, if you do it right.

In the Age of AI, One Page Per Thought Is More Important Than Ever

It’s not just about Google anymore. AI search and answer engines (think ChatGPT, Google’s AI Overviews, and even voice assistants) are picking the one best, most specific answer to every question. With fewer chances to get in front of customers, you need to be the single best answer every time.

That means your pages can’t be generic. They need to be dialed in, crystal clear, and laser-focused on exactly what the user is looking for. It’s not just SEO, it’s AI optimization, too.

Build the Engine, Then Fuel It With AEO

Once your SEO foundation is solid (one service, one page, all dialed in), it’s time to pour in the race gas:

Add FAQ and Answer Sections to Every Page
These aren’t just for people, they’re for AI, too. Adding detailed, relevant FAQs to each service page helps you show up in answer engines and voice searches. It’s literally impossible to do this with a single “services” page; you need those individual pages first.

Think of it this way: building all those service pages is like assembling your W16 motor. Adding high-quality FAQ content is pouring in the high-octane fuel. You can’t cross the finish line without both.

Action Steps: Outrace the Competition in the AI Era

  1. Break out every service onto its own page. No exceptions!

  2. Optimize each page for SEO: clear titles, strong content, and targeted keywords.

  3. Add location-specific pages for every town you serve. That means a page for each combination of service offered and town served.

  4. Supercharge every page with FAQs. This is how you win with AEO.

  5. Keep tuning: Update, expand, and improve over time. The AI “race” never really ends!

Are You Nuts?

Look, you’d probably rather pluck your own eyeballs out with a rusty spoon and wash them off in hot sauce than write 16 pages of content for your website. Like most people, you’re probably struggling just to get the invoices out and collect payment for the jobs you’ve done. And with all of that taking time away from your family, it’s a lot to ask to add this to your list, too.

Just remember two things:

  1. You don’t have to do this all at once. This can be done a little at a time over a series of months.

  2. You don’t have to be the one banging on the keyboard. This is something you can outsource. There are plenty of companies (including us) who can help you with this. Just make sure you vet them thoroughly, so you’re not handed a bunch of trash content that does little more than drain your wallet.

Ready to Fuel Up and Win?

Most local competitors don’t even realize they’re racing against AI answer engines, not just Google. But you do. Build your engine, pour in the race gas, and watch as you cross the finish line far ahead.

Need help tuning up? We help businesses win in Google, and in the new age of AI.

Local SEO and AI Optimization FAQs


A one-page website lacks the depth and specificity needed for local SEO. It provides minimal content for Google and answer engines to index, making it hard to rank well or get found by potential customers. It’s comparable to entering a drag race in a go-kart—technically present but not competitive.


Creating a separate page for each service allows you to target specific keywords, provide detailed information, and match the intent of users and AI search engines. It makes your website more comprehensive, authoritative, and better suited for both traditional SEO and AI optimization.


AI optimization is the practice of structuring website content so it is easily understood by AI-driven search engines and answer platforms. For local businesses, this means being the single best result for specific queries, which is critical in an era where AI selects one top answer instead of a list of results.


SEO focuses on optimizing for search engines like Google, using techniques like keyword targeting, backlinks, and site structure. AEO, or Answer Engine Optimization, targets AI-driven platforms that prioritize the most specific, well-structured answer, often from a single, focused page with FAQs and clear intent.


Adding FAQ sections helps you rank in AI-driven answer engines and voice search results. They clarify your offerings for both people and machines, increase your visibility, and position your business as the definitive answer to common customer questions.


Yes. Creating a unique page for each combination of service and town helps your business rank in local searches and stand out in AI-driven results. It ensures content relevance and specificity, which are critical for both SEO and AEO success.

Google’s AI Search Results Are Here, and They Don’t Like Your Website

Last Updated: July 3, 2025

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Why Showing Up in Google Search Isn’t Enough Anymore, and What to Do Before You Disappear

If your website traffic is down but your SEO rankings haven’t changed, you’re not imagining things. Google’s new AI-powered search results are changing how local businesses get found online.

Your site might still rank on page one, but fewer people are clicking. Instead, they’re getting answers directly from Google’s new AI Overviews, which appear at the top of the search results before any website links.

This is what’s called a zero-click search. If your content isn’t being pulled into those AI-generated summaries, your business is effectively invisible.

What’s Really Happening

Google’s AI Overviews use artificial intelligence to gather and summarize information from across the web. Users see concise answers at the top of the page, often without needing to click through to any websites.

That means your content might be getting used to answer a question, but you don’t get the traffic, credit, or the lead.

Worse, Google might be pulling content from a competitor who is better optimized for this new system.

Why This Hurts Small Businesses

You’re not just losing site visitors. You’re losing potential customers, and it’s happening quietly.

AI Overviews primarily rely on:

  • Pages with short, clear answers
  • Pages that use structured data like FAQ or How-To schema
  • Sites with strong trust signals like reviews, updated listings, and user engagement

If your content is outdated or poorly structured, it’s not being chosen to answer searchers’ questions.

What You Can Do

You don’t need to rebuild your site from scratch, but you do need to make it easier for AI to understand and pull content from.

Add an FAQ Section to Key Pages

AI Overviews prefer clear questions and direct answers. Add a short FAQ section to your main service pages. Address common questions such as:

  • Do you offer emergency services?
  • What areas do you serve?
  • How long does [specific service] take?

Even a few well-written Q&As can improve your visibility.

If you’re not sure where to start or how to format it properly, we can help. Our Answer Engine Optimization (AEO) service includes done-for-you FAQ sections, schema markup, and other behind-the-scenes enhancements designed specifically to help small businesses get featured in AI Overviews.

Use Schema Markup

Schema is behind-the-scenes code that helps AI understand your content. Without it, Google has to guess, and that’s rarely in your favor.

Be Direct and Clear

Make sure the first paragraph of your landing pages gives a direct, useful answer to the visitor’s main question. Skip the filler and go straight to what you do and how you can help.

Focus on Engagement

Google tracks what people do after they land on your site. If visitors bounce quickly or don’t interact, that sends a signal that your content isn’t helpful. Keep your pages clear, mobile-friendly, and easy to navigate.

The New SEO: Be the Answer

Search engines are no longer just showing links. They’re giving users direct answers. If your business isn’t showing up in those answers, someone else is.

Now is the time to adapt. If you want to make sure your site is showing up in AI results, not just traditional rankings, our AEO service can help.

Let us know if you’d like a review of your current pages or a quick consultation. This change isn’t coming someday… it’s already here.

Google AI Overviews & Answer Engine Optimization FAQs


Google AI Overviews are AI-generated summaries that appear at the top of search results, providing concise answers to user queries without requiring clicks to external websites.


AI Overviews can reduce website traffic by providing direct answers in search results, leading to fewer clicks on traditional website links.


Answer Engine Optimization (AEO) is the practice of structuring website content to be easily understood and utilized by AI tools, increasing the likelihood of being featured in AI-generated summaries.


To optimize for AI Overviews, add clear FAQ sections, use structured data like schema markup, ensure content is concise and direct, and enhance user engagement through mobile-friendly design and interactive elements.


Structured data helps AI tools understand and categorize content accurately, increasing the chances of your website being selected for AI-generated summaries.


AEO enhances visibility in AI-driven search results, drives targeted traffic, and improves user engagement by providing direct, relevant answers to queries.

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