Why Your West Michigan Website Isn't Ranking on Google (And How to Fix It)

Introduction

You built a beautiful website, launched it, and... crickets. No traffic. No calls. If your West Michigan business isn't ranking on Google, it's not bad luck—it's likely one of a few common SEO errors. SEO (Search Engine Optimization) can feel like a black box, but it follows logical rules. The good news? Most of these issues are fixable with some effort and attention to detail.

1. You Haven't Claimed Your Google Business Profile

1. You Haven't Claimed Your Google Business Profile: For local businesses, the 'Map Pack' (the 3 listings at the top of search results) is gold. It's often the first thing users see. If you haven't claimed and verified your Google Business Profile (formerly Google My Business), you are invisible to local searchers. Fill it out completely: accurate hours, high-quality photos of your work and team, a detailed list of services, and your correct address. Post updates regularly to show Google you are active.

2. Your Keywords Are Too Broad

2. Your Keywords Are Too Broad: Trying to rank for 'plumber' is impossible against national giants and Wikipedia. Trying to rank for 'emergency plumber in Holland MI' is achievable and drives more qualified traffic. Be specific. Use local modifiers in your titles, headers, and content. Think about what your customers are actually typing into Google when they need your help.

3. Your Content is Thin or Duplicate

3. Your Content is Thin or Duplicate: Google hates copy-paste. If your service pages have 50 words or are copied directly from a manufacturer's description, you won't rank. Google wants to provide value to users. Write unique, helpful content for each service you offer. Explain your process, answer common questions, and address customer pain points. Aim for at least 500 words of high-quality content per page.

4. You Have No Local Backlinks

4. You Have No Local Backlinks: Links from other websites act as 'votes' of confidence in Google's eyes. A link from the Grand Rapids Chamber of Commerce, a local news site, or a community blog is worth 100 links from a random directory. Sponsor a local little league team, join a local association, or partner with other local businesses to get these valuable links. Building a local network offline often helps your online presence.

5. Your Technical SEO is Broken

5. Your Technical SEO is Broken: If Google's bots can't crawl your site, they can't index it. Broken links, missing sitemaps, slow load times, and 'noindex' tags are common culprits. Use free tools like Google Search Console to check for errors and see how Google views your site. Ensure your site structure is logical and easy to navigate.

6. You Aren't Getting Reviews

6. You Aren't Getting Reviews: Reviews are a major ranking factor for local SEO. Encouraging happy customers to leave a review on Google not only helps conversion but signals to Google that you are a legitimate, active business that people trust. Respond to all reviews, positive or negative, to show you care about customer feedback.

Conclusion

Conclusion: SEO isn't magic; it's a process. It takes time and consistency. By fixing these foundational issues, you can start climbing the rankings in West Michigan. Be patient, keep creating value, and focus on serving your local users. The traffic—and the business—will follow.