Your new website is live. Before you search for your business name expecting to see it at the top of Google, there’s something you should know: new websites don’t rank well straight away, even for their own business name.

This isn’t a problem with your website. It’s just how Google works. The good news is there are practical steps you can take to speed things up.

Start Here: Your Top Three Priorities

If you’re short on time, focus on these first:

1. Claim your Google Business Profile (free, biggest impact)
2. Claim your business name on Facebook and LinkedIn (quick wins)
3. Make sure your business name, address, and phone number are identical everywhere

The rest of this article explains why these matter and what else you can do.

How Google Decides Whether to Trust Your Website

Google can’t visit your office or meet you in person, so it looks for other signals that your business is legitimate.

Links from other websites act as endorsements. When a trusted site links to yours, Google treats this as a vote of confidence. Mentions of your business name across the web, even without links, also help Google verify you’re a real business.

Consistent information matters too. When Google sees the same business name, address, and phone number appearing across multiple trusted platforms, it builds confidence that you are who you say you are.

The steps below all work towards building this evidence.

Claim Your Online Real Estate

Secure your business name across platforms that Google already trusts.

Google Business Profile

If you do nothing else from this article, do this.

Google Business Profile is Google’s own business directory, and claiming your listing is the quickest way to improve your visibility. When someone searches for your business name, your profile can appear in a prominent panel on the right side of the search results, complete with your contact details, opening hours, reviews, and a link to your website.

Setting this up is free. You’ll need to verify your business, usually by receiving a postcard at your business address with a verification code. For local businesses, this can help you appear in map results while your website is still building authority.

Social Media Profiles

Claim your business name on Facebook, LinkedIn, Instagram, and X, even if you have no plans to post regularly.

These platforms rank well in Google, so your social profiles appear when people search for your business name. Each profile also includes a link back to your website, which helps Google see that your business exists across multiple trusted platforms.

Consistency Matters

Use your business name exactly the same way everywhere. If you’re “Smith & Sons Plumbing Ltd” on your website, don’t be “Smith and Sons Plumbing” on Facebook and “Smiths Plumbing” on LinkedIn.

The same goes for your address and phone number. Google looks for these consistent signals to verify that your business is legitimate.

Directory Listings That Help

A few quality listings are worth far more than dozens of questionable ones.

Local and General Directories

Focus on established directories that people use. In the UK, these include Yell.com, Thomson Local, Bing Places, and Apple Maps. Each listing gives you another trusted source linking to your website and confirming your business details.

Industry-Specific Directories

Directories specific to your industry carry more weight than general listings. Professional association member directories, trade body listings, and accreditation scheme directories are worth pursuing if you’re already a member.

A Note on Quality

You might come across services offering to submit your business to hundreds of directories at once. Be cautious. Many of these are low-quality sites that Google ignores, and some can harm your reputation if they’re seen as spammy. Anything that sounds like a shortcut should be avoided.

Link Opportunities That Will Come With Time

As your business becomes established, more link opportunities will present themselves naturally. These aren’t urgent, but worth keeping in mind:

Business relationships: As you build relationships with suppliers, partners, or professional services, some may list clients or stockists on their websites. A polite ask can sometimes get you a link.

Memberships: If you join your local Chamber of Commerce, Federation of Small Businesses, or industry associations, check whether they have member directories with website links.

Community involvement: Sponsoring local events, sports teams, or community groups often gets you a mention on their sponsors page.

None of these need to happen immediately. Focus on Google Business Profile and your social profiles first.

What to Expect

Building your website’s reputation is gradual. Some improvements show within weeks, particularly once your Google Business Profile is verified and your social profiles are live.

Meaningful ranking improvements typically take three to six months. This can feel slow, but each step you take now compounds over time. The businesses that rank well today went through this same process.

Signs of progress include your website appearing for your business name plus location, moving from page two to page one, and appearing in Google Maps results.

Questions?

If you’re unsure where to start or want help prioritising these steps, drop me an email. If anything unexpected happens with your search visibility, let me know and I’ll take a look.