Why Your Competitor Shows Up on Google and You Don’t
That moment when you Google your own business name and someone else pops up first. Or worse, you don’t show up at all in the search results for what you actually do.
You search for “business coach near me” and there’s Jennifer from three towns over. You search for “virtual assistant services” and a big agency shows up instead of you. The one who actually knows your clients, who’s been doing this work for years, who gets them results.
I know that feeling. I see it on the faces of women I talk to all the time. It’s not just frustration, either. There’s a layer of it that feels unfair. Like somehow, the internet decided your business is less legitimate than hers. Like you’re invisible.
Here’s what I want you to know right now: you’re not invisible. Your competitor isn’t magic. And you absolutely have the ability to show up on Google, I mean, really show up.
What’s Actually Happening (It’s Not What You Think)
When someone searches for what you do and you don’t appear, it’s not because Google secretly prefers your competition. It’s not because you’re new. It’s not because your business is too small or your niche is too specific.
It’s because your website is probably missing one or more of the things Google actually needs to understand what you do and who you help.
Think of Google like a really smart filing system. It reads your website the way it reads every website on the internet. But here’s the thing, it’s reading for specific signals, specific pieces of information. If those signals aren’t there, Google doesn’t know who to show you to.
So your competitor shows up? Likely, her website has those signals. Not because she hired some fancy SEO person. Not because she paid Google to show her. But because her website actually tells Google what she does, who she helps, and why someone should care.
And that’s the good news, because that means you can do the exact same thing.
The Five Things Google Actually Needs to Find You
I’m not going to talk about keywords and algorithms and meta tags. That’s not the level we need to work at right now. Instead, let me tell you the five foundational pieces that Google uses to decide whether to show you or someone else.
1. Your website needs to clearly say what you do.
This sounds obvious, but I’m serious. Many women I talk to get so worried about sounding “not salesy” that their website becomes vague. You’ll see things like “helping people live their best lives” or “creating transformation” or “facilitating growth.”
Google can’t file that. Neither can a potential client in the first seven seconds of looking at your site.
What you actually do matters. Say it clearly. “I’m a career coach for women in their 50s transitioning out of corporate jobs.” “I help solopreneurs set up the backend of their business so they can actually focus on selling.” “I teach people how to manage anxiety without medication.”
Clear beats clever every single time.
2. Your website needs to actually work.
I don’t mean it needs to be beautiful (though that’s nice). I mean it needs to load fast, show up correctly on phones, and actually work when someone clicks on things.
Google looks at this. It checks whether your website is technically sound. If your site takes 10 seconds to load, or if it’s broken on mobile (where most searches happen), Google considers that a signal. Not a good one.
This is one of the biggest opportunities I see with websites built five or six years ago. The technology changed. Your website didn’t. And now it’s slower, clunkier, less mobile-friendly than it used to be.
3. You need pages that answer the actual questions people are searching for.
Your competitor shows up because somewhere on her website, she answered the exact question someone typed into Google.
Say you’re a divorce coach. Someone searches “how to co-parent after divorce” or “how do I know I’m making the right decision about leaving my marriage.” If you have a page that addresses that question, Google has something to point to.
Many women I work with have generic Home pages and Service pages, but nothing that actually matches the messy, specific questions their ideal clients are asking in Google at 2 a.m. when they’re worried.
4. Your website needs actual content.
This doesn’t mean you need a blog that takes over your life. But Google does look at whether your website has substance. Is there information here? Is there value here? Or is it just a brochure?
Blog articles, FAQs, resource pages, case studies, video transcripts, detailed service descriptions, guides, checklists, these all work. The point is, you’re giving Google actual material to understand who you are and what problems you solve.
One page with 500 words of real information beats five pages with 100 words of fluff.
5. Other websites need to know you exist.
I’m not talking about paying for links or anything shady. I mean, does your website appear anywhere else on the internet? Are you mentioned in directories? Do you have Google Business Profile that’s filled out? Are there legitimate places online where people can find a link to your website?
This is one of the easiest wins that most solopreneurs are just leaving on the table. Your Google Business Profile takes 20 minutes to set up. It’s free. And if you show up in Google Maps, suddenly you’re visible in a whole new way.
The Comparison That Doesn’t Help (And What To Do Instead)
I know it’s tempting to try to figure out exactly what your competitor did. To reverse-engineer her success. To assume she knows something you don’t.
Don’t spend energy there. Instead, spend it on your own website.
Because here’s the truth: your website isn’t supposed to look like hers. It’s supposed to look like you. Sound like you. Explain what you do in your own words, not hers. And when your website actually feels like you, the people who are looking for exactly what you offer will find you.
That’s the real opportunity. Not beating her to the top of the Google results. But being so clearly, obviously, undeniably the right fit for your person that when they find you, there’s no question.
Your website should feel like you, sound like you, and attract the clients you actually want to work with. That’s not just good for Google. That’s good for your business.
What You Can Actually Do Right Now
You don’t need to rebuild your entire website. You don’t need to hire an expensive SEO company. You don’t even need to understand how Google works at a deep level.
What you need is to look at your website with fresh eyes and ask: does this clearly tell Google what I do? Does it answer the questions my ideal clients are actually asking? Is it fast and mobile-friendly? Does it have real substance?
If the answer to any of those is no, that’s an opportunity to improve.
Start with the clearest one. The thing you know for sure isn’t right. Fix that. Then move to the next thing.
And if you look at your website and realize it’s been years since you’ve really paid attention to it, if it doesn’t feel like the person you’ve become, if you’re not sure what needs to happen next, that’s what I’m here for.
I make it easy. I can look at your site with fresh eyes and tell you exactly where the opportunities are to get found. I have a free call just for this, no sales pitch, no obligation. Just me telling you the truth about what I see.
Frequently Asked Questions
Do I need to write a ton of blog articles to show up on Google?
No. A few really good, substantive articles that answer specific questions your clients are asking beats 50 thin ones. Start with three to five articles on topics you know deeply, then see how people respond.
Will my website show up if I’m just starting out?
Eventually, yes. Google takes time to crawl and index new sites. But everything else still matters, it just takes longer. Make sure your website is clear, functional, and substantial from day one.
What if my business is really niche? Will anyone ever search for it?
Your people are searching for it. Maybe not with your exact business name, but they’re searching for the problem you solve. Focus on those real questions, and you’ll show up for the searches that actually matter.
Do I have to use specific keywords on my website?
You should use the language your clients actually use. Not forced keywords, but the real words people say when they’re describing their problem. Write naturally about what you do, and the keywords will take care of themselves.
If your website no longer feels like you, let’s talk about it – Book a Free Website Clarity Call with Beth →