If you type your service into Google, don't see their website, and assume their SEO is broken - this article is for you.
Often the issue is much simple. Your page might just not be indexed yet. Or Google might be serving up different results based on your search history. Below is how to actually check if your SEO is working, with two free tools that give you a real picture.
How long should it take for a page to show up?
It depends.
If you're an established business with a credible website that's been around for years, with plenty of other websites linking to you, Google often indexes new pages instantly.
If you're a newer business, it takes longer. Google doesn't know you yet. It has to figure out whether you're credible.
As a rough rule of thumb: give it a couple of weeks before you panic.
Step 1 - check if your page even shows up
Wait a couple of weeks after publishing a new page, then do a Google search for the main theme of that page.
If you're a landscaper in Hamilton and you've published a "Landscaping Hamilton" page, search "Landscaping Hamilton" and see if your business shows up. Scroll through the first few pages of results.
Three possible outcomes:
You're on page one - great, the page is working
You're on pages two to four - the page is indexed but the content isn't strong enough to rank highly
You can't find it at all - the page probably isn't indexed yet
Step 2 - if you're ranking low, improve the page
If you find your page but it's buried, the issue is usually content quality. Google has indexed it but doesn't think it's good enough to rank.
What to do:
Add more depth and useful information
Make sure it provides real value, not generic content
Don't just publish AI-written pages with no human input - Google can spot that and de-prioritise them
Connect the page to other relevant pages on your site
Show it's an important page through your site structure
You can use AI to help write content - just add your own real perspectives, examples, and experience on top. Don't publish raw AI output.
Step 3 - if your page isn't indexed at all, use Google Search Console
Google Search Console is a free tool that tells you which pages of your website Google has indexed, and lets you manually request indexing for new pages.
To set it up:
Add your website
Verify ownership (a few options - pick the easiest)
If you get stuck on verification, screenshot the problem, paste it into ChatGPT or Claude, and ask how to fix it. That'll get you through 90% of roadblocks.
Once you're in:
Click "Pages" in the left menu
See how many pages are indexed
To request indexing for a specific page, copy its URL
Paste it into the inspect bar at the top
Click "Request indexing"
Google has daily limits on indexing requests, so prioritise your most important pages. The ones that don't get indexed - go back to step two and work on the content quality.
Step 4 - check your real ranking with Valentin App (free)
Here's a trick most people don't know about. When you Google your own service from your own computer, Google often serves up your website because you've visited it before. Your results are skewed.
Valentin App is a free tool that simulates a fresh search from any location. It shows you where your business actually appears for a given keyword in a given area.
To use it:
Search "Valentin App" in Google
Enter your target keyword
Set the location (e.g. Hamilton if you're targeting Hamilton searches)
Run the search
You'll see what someone in that area actually sees when they search that term. No bias, no skewed results.
For a house moving client who services Matamata, we used Valentin to confirm they were appearing in the top results for "House Moving Matamata" - and they were, both in the standard listings and the Google AI overview. Same for another client targeting "House Movers Bethlehem" in the Bay of Plenty.
The bottom line
If your page isn't showing up in Google:
Give it two weeks
Search the main keyword and check pages one through four
If you can't find it, set up Google Search Console and manually request indexing
If it's indexed but ranking low, improve the content
Use Valentin App to see what fresh searchers actually see
It takes a bit of effort and patience. Established businesses get indexed faster than new ones because trust signals like Google reviews and references from other websites speed things up. The more of those you build, the faster new content gets picked up.
If you want a check on how your overall website is set up for SEO, the audit link below will give you personalised feedback in about 90 seconds.
