How to Get Found on Google Without Paying for Ads

Getting your business in front of potential customers is essential—but paying for ads every month can be expensive. The good news? You don’t have to. With the right SEO (Search Engine Optimisation) strategy, you can rank higher on Google and bring in free traffic.

SEO might sound technical, but it’s really about making small changes that help Google understand your website better. The easier you make it for search engines to find and rank your site, the more likely you are to show up when people search for businesses like yours.

Here’s how to get found on Google without spending a penny on ads.

1. Get Your Google Business Profile Set Up (and Optimised)

If you want to show up in local searches—like “electrician near me” or “best bakery in Manchester”—a Google Business Profile is essential.

Set up (or claim) your profile at Google Business
Fill in every detail – Business name, phone number, website, opening hours, and services
Add high-quality photos – Businesses with photos get more clicks
Ask for reviews – The more positive reviews, the better your ranking

This profile helps you appear on Google Maps, making it easier for local customers to find you. It’s free, easy to set up, and one of the fastest ways to improve your online presence.

2. Use the Right Keywords (and Place Them Correctly)

Think about what potential customers would type into Google when looking for your business. Those words and phrases are your keywords.

Examples:

• A plumber in Leeds: “emergency plumber in Leeds”
• A web designer: “affordable web design for small businesses”
• A bakery: “best birthday cakes in Birmingham”

Once you have your keywords, use them in key places:

Page Titles – “Reliable Painter & Decorator in Nottingham | Free Quotes”
Headings – “Why Our Plastering Services Are Trusted in Manchester”
Website Copy – “We provide expert plumbing services across Leeds and Yorkshire.”
Image Descriptions (Alt Text) – “High-quality custom cakes in Birmingham”

Don’t overdo it—Google penalises sites that stuff keywords unnaturally. Keep it readable and natural.

3. Improve Your Website Speed (Slow Sites Rank Lower)

Google prioritises fast, mobile-friendly websites. If your site is slow, not only will visitors leave, but your ranking will also suffer.

Quick fixes to speed up your website:
Compress large images (use tools like TinyPNG)
Reduce unnecessary plugins (if using WordPress)
Use fast, reliable hosting
Enable caching (helps pages load faster for returning visitors)

A faster website = better rankings + more customers staying on your site.

4. Create Helpful, SEO-Friendly Content

Google loves websites that provide valuable information. The best way to do this? Write helpful blog posts, guides, or FAQs that answer your customers’ questions.

Example topics:

• A locksmith: “5 Things to Do If You Lose Your House Keys”
• A builder: “How to Plan a Home Extension Without Breaking the Bank”
• A café: “The Secret to a Perfect Flat White”

Regularly updating your website with useful, well-written content helps you rank higher and keeps customers engaged.

5. Get Listed in Local Directories

If your business operates in a specific area, being listed in online directories can boost your rankings. Google trusts businesses that appear in multiple places across the web.

Best places to list your business:
Google Business Profile (covered earlier)
Yell.com
Yelp
Facebook Business Pages
Trade-specific directories (e.g., Checkatrade for tradespeople)

Make sure your business name, phone number, and address are exactly the same on every site. This consistency helps Google verify your legitimacy.

6. Encourage Reviews (They Boost Rankings!)

Reviews are one of the biggest ranking factors for local businesses. The more genuine, positive reviews you have, the more Google sees your business as trustworthy.

Ask happy customers to leave a review (send them a direct link!)
Respond to all reviews – even the bad ones (show professionalism)
Never buy fake reviews – Google can detect this and penalise your site

Reviews not only help with rankings but also build trust with new customers.

7. Use Internal & External Links

Google loves well-structured websites. One way to improve your ranking is by using links correctly.

Internal Links (linking to your own pages)

• Example: On a plumbing website: “Check out our boiler repair services here.”

External Links (linking to trusted sources)

• Example: On an accountant’s website: “Read more about tax changes on the HMRC website.”

This helps Google understand your content better and improves user experience.

8. Keep Your Website Mobile-Friendly

Over 60% of web searches happen on mobile phones. If your site isn’t mobile-friendly, you’re losing customers and ranking lower.

Make sure your website:
Loads properly on all screen sizes
Has easy-to-click buttons
Uses readable fonts (no tiny text!)
Doesn’t have pop-ups blocking important content

Google prioritises mobile-friendly sites, so if yours isn’t optimised, it’s time to update it.

Conclusion: Free SEO Wins More Customers

You don’t need to spend money on ads to rank on Google—just optimise your website the right way.

Set up your Google Business Profile
Use keywords wisely
Keep your website fast and mobile-friendly
Write helpful content that answers customer questions
Get listed in directories and encourage reviews

With these simple SEO strategies, your website will attract more visitors, generate leads, and grow your business—without spending a penny on ads.

So, is your website working as hard as it could be? Now’s the time to get it seen on Google!