The short answer
Most often because nobody has claimed the business on Google yet, or the listing is missing details. The listing is called a Google Business Profile. It is free, you can set it up yourself in an evening, and it is often the first thing a new customer sees.
What is a Google Business Profile?
It is the box that appears on Google and Google Maps with your name, opening hours, phone number, photos and reviews. Google sometimes creates one on its own from information it finds elsewhere, so there may be a half-empty listing for your business waiting to be claimed.
How do I claim it?
Search for your business name on Google Maps. If a listing appears, look for the words "Claim this business" or "Own this business?". If nothing appears, go to google.com/business and add it.
Google will then check that you are the owner, usually by a phone call, a short video or a postcard with a code. This step can take anything from a few minutes to a couple of weeks.
What makes the most difference?
- Choose the right category. "Hair salon", "Cafe", "Gift shop". This is how Google decides which searches you belong in, so be as specific as you can.
- Keep your hours and details correct, bank holidays included. A customer who finds the door locked rarely tries twice.
- Add real photos and ask for reviews. Recent photos and reviews help people choose you. Reply to the reviews, including the awkward ones.
I have done all that and still don't appear
Check that your name, address and phone number are written the same way everywhere: on the listing, your website and your Facebook page. A new listing can also take a few weeks to settle. And businesses nearer to the person searching tend to be shown first, which nobody can change.
Do I need a web designer for this?
No. I set it up as part of every site I build, but you can do it today without me.
If you get stuck on the checking step, ask me. It is the most common place to get stuck.