Most business owners search for their own business by name, see their website at the top and assume search is fine. But new customers rarely search for you by name. They search for what they need, and they see a lot of other businesses along the way.

This check takes about 20 minutes. Do it with a notepad open.

Set up

Open a private or incognito browser window, so your own search history doesn't influence the results. If you serve a local area, search from your phone as well, because that's how many customers will see it.

Search the service, not your name

Type in the main service you want to be found for, plus your location if that matters. For example, "brand consultant Perth" or "emergency plumber Joondalup".

Write down what appears before you do. Paid ads, the map listings, other businesses' websites, directories. Where do you show up, if at all? Which competitors keep appearing? What are their reviews like compared with yours?

Search the problem

Now search the way a customer does before they know what service they need. "Why is my drain gurgling." "How to tell if my brand is outdated." "What does a marketing manager do."

These searches are where helpful content earns attention. If the results are full of other businesses answering the question well, that's a content opportunity you're currently giving away.

Ask an AI tool

More people now get answers from Google's AI summaries, ChatGPT and similar tools before they click on anything. This is what people mean by AEO, or answer engine optimisation.

Ask one or two of these tools the same kinds of questions. "Who are good brand consultants in Perth?" "What should I look for in a plumber in Perth?" Notice which businesses and sources get mentioned, and whether the answer describes your category the way you'd want it described.

AI tools lean on content that clearly answers questions, comes from a recognisable source and is consistent across the web. The fundamentals are much the same as good SEO: clear pages, direct answers, genuine expertise and a consistent business profile everywhere you appear.

Search your business name

Now search your name and look at the whole first page, not just the first result. Check your Google Business Profile. Are the hours right? Are the photos current and real? Are recent reviews being answered? Do your social profiles and directory listings match what's on your website?

Someone who has been referred to you will almost certainly do this search. It's often the last check before they get in touch.

What to fix first

You'll probably end up with a longer list than you expected. Don't try to fix it all. Start with the things a ready-to-buy customer is most likely to see:

  1. Anything wrong or out of date on your Google Business Profile.
  2. Service pages that don't clearly say what you do, where, and for whom.
  3. The one or two common questions your competitors answer and you don't.

Then repeat the check in three months and see what's moved. SEO rewards steady, useful work far more than one big push.