When someone is looking for your product or service online, where do they go first?
The answer has remained the same for more than two decades –  Google. From florists to furniture makers, mechanics to mortgage brokers, Google serves as the starting point for most Australians searching for something (or someone) new. However, appearing on page one of Google is not about luck. It is about showing up in the right places, in the right way, with the right content to back you up.

Being visible on the first page of Google gives your business a real advantage, but it’s only the beginning. To turn clicks into customers, your online presence needs to follow through with credibility and clarity.

Here is how to get found, and what to do next.

Consumers are still Googling, but only for businesses they don’t already know

While customers still rely on Google to find businesses, it’s important to understand the context. Google often plays a crucial role in the discovery phase – when someone knows what they need, but not yet who to turn to. It connects your business with potential customers who may be exploring their options for the first time.

When someone searches for terms such as ‘emergency plumber in Adelaide’ or ‘best gluten-free bakery near me’, they are usually close to making a decision. They are not casually browsing, they are looking for a solution. In these moments, the way your business appears in search results can significantly influence whether or not they choose to engage.

You need to show up in multiple places, not just one

When most people think of Google, they think of the traditional list of websites in the centre of the screen. But page one is made up of multiple zones and businesses that succeed are present across all of them. These include:

• Paid ads (top of the page)
• Google Business Profile (GBP) listings
• Organic website links (SEO-optimised)
• Directory listings such as Yellow Pages

Let’s say you run a landscaping business. A strong Google presence means your business appears in the listings section, your website is ranking organically with relevant keywords such as ‘backyard design Melbourne’, and you have invested in a local Google Ad for weekend bookings. You have also got an updated listing on Yellow with services, photos and operating hours. Together, this gives your customer multiple points of entry and greater confidence that you are legitimate.

Optimise your presence across all platforms

Each digital asset needs attention. Here is what that looks like in practice:

• Your Google Business Profile should include your business hours, service areas, photos, reviews, FAQs and up-to-date contact details.
• Your website needs to be fast, mobile-friendly and keyword-optimised for search terms people actually use.
• Your directory listings should mirror your website language and provide rich content, not just your phone number.

For example, a dog grooming business might keep their Google profile full of fresh photos and encourage happy customers to leave reviews. At the same time, their website contains location-specific pages (e.g. ‘mobile dog grooming in Geelong’) and their listing highlights their pricing, products and popular add-ons.

Don’t stop at being seen – build trust at first glance

Getting found is step one. But when someone clicks, the real work begins. Your content needs to earn trust quickly. That means showcasing reviews, social proof, credentials, photos and clear next steps.

Take a tiling business. If their listing has 4.9 stars from 86 reviews, their website includes case studies and before-and-after galleries and their site loads fast with a clear ‘Request a Quote’ button, they have won confidence.

Compare that with a competitor doesn’t have any reviews, a site that hasn’t been updated since 2017, and no clear way to contact them. Same visibility, but completely different outcome.

What about SEO? Do I need it?

Yes, but not in the way most people think. SEO (Search Engine Optimisation) is about making sure your site talks like your customer searches.

A physiotherapist might want to appear for terms such as ‘sports physio Geelong’ or ‘neck pain treatment Bellarine’. Including those keywords in headings, page titles and body text helps search engines understand what the business offers and where it is based.

Simple updates, such as tailoring your homepage content to include suburb-specific services, can help improve your visibility in local search results. Rather than focusing on shortcuts or tricks, the key is to ensure your website communicates clearly, consistently and in a way that aligns with how your customers are searching.

Being on page 1 is only part of the job

Reaching page one on Google is a strong achievement, but it is only part of the customer journey. Today’s consumers are more informed and discerning than ever. Before making a decision, they are likely to review your online presence in full – reading customer feedback, visiting your website and comparing you with other providers. If any part of that experience is inconsistent or unclear, it may discourage them from taking the next step.

For a removalist, that might mean the difference between a booked job and a lost one. If their Google listing includes glowing reviews, their website answers key questions (e.g. how far do you travel? what size trucks do you use?) and their booking process is clear and easy, they are more likely to get the job. If any of that feels too hard, the customer will most likely go elsewhere.

Don’t just get on Google, get chosen

There is no quick fix to reaching the top of Google’s search results. However, a consistent and well-rounded digital strategy can make a significant difference. This means maintaining a presence across multiple channels, keeping your content relevant and up to date, and creating a seamless experience that encourages customers to take the next step.

It’s worth reflecting: when someone searches for a business like yours, are you visible, credible and easy to engage with? If not, it may be time to review not just your keywords, but the overall clarity and consistency of your online presence.

Contrbuted By Elise Balsillie, Head of Thryv Australia and New Zealand