Tips on how to appear on Google

Let's be honest: appearing on Google is no longer a differentiator. Quite the opposite. It's a basic necessity for any company that wants to generate qualified leads and scale sales with predictability. But despite this urgency, many people are still struggling. Why? Because they lack strategy, consistency, and, above all, knowledge about how the world's largest search engine works.

In this article, you'll learn how to appear on Google organically and sustainably, using accessible tools, applying good SEO practices, and, of course, avoiding shortcuts that hinder more than they help. Let's dive in!

Planning: the basis for appearing on Google

Before you think about keywords or plugins, the first thing you need to understand is this: are you solving the right problem for the right person?

SEO planning begins with defining your audience and their search intent. What do these people type into Google when they have a question or need? What kind of solution do they expect to find? What questions do they ask?

This work requires empathy and analysis. Therefore, use tools like Google Keyword Planner, Google Trends, Keyword.io, and AnswerThePublic to understand your prospect's real pain points. And remember: good SEO starts outside of Google, with your ear to the ground.

Discover the tools that make a difference

Now that you know who you're talking to and what they're looking for, it's time to get started with the right tools:

• Google Search Console: Shows which pages are showing up in searches, which keywords are driving clicks, and how your site is performing.
• Google Analytics: Reveals visitor behavior, traffic source, and which content is performing best.
• Yoast SEO (for WordPress users): helps optimize each page with technical and readability guidelines.
• Google Keyword Planner: ideal for finding keywords with good volume and viable competition.
• Google Trends: Shows what's trending, allowing you to adjust content to the moment.

“The main tools for appearing on Google are free and can be implemented by any company with a minimum of strategic planning.”

What is SEO and why is it essential?

SEO, or Search Engine Optimization, is the set of techniques to optimize your website and its content, making them appear on the first pages of Google.

On-Page SEO

It encompasses everything you do within your pages: text structure, keyword usage, headings (H1, H2), meta descriptions, internal links, optimized images, and responsiveness. It's your complete control over what goes live.

Therefore, it is essential optimize your website for search engines (in this case, we're focusing on Google). Some technical tips:

• Use keywords that are related to your business, but that make sense to visitors. These keywords should be included on your website, both in the text and in the structure;
• Post titles (or website page titles) and images should contain the keywords you'll be using. Therefore, use the keyword in your image's alt attribute;
• Create optimized URLs using your chosen topic and keyword. This will help people immediately understand what the page is about. On the other hand, don't make the URL too long;
• Develop the meta description of each page using the chosen keyword in both the title and the text. The meta description, for clarification title, is that structured text with title, link and description of 160 characters that appears in the SERP;
• The content of your website and blog should also consider keyword usage. Therefore, keywords should be present in the titles and subtitles of your posts or core pages, but always within the context of relevant content. In other words, you shouldn't overuse keywords in your text or place them out of context. User experience and quality content always come first.

Off Page SEO

This refers to your digital reputation. Therefore, the more relevant websites link to yours, the greater your authority in Google's eyes. This is achieved through backlinks, guest posts, quotes and references on social media.

In summary, we have the following points:

• Which sites link to your site – and their relevance;
• The number of links pointing to your site – there is no point in having a lot of low-quality links;
• How long has your website had these notes;
• The quality of these links that point to your site (whether the site is well ranked and has good authority);
• The popularity of these links, which can be checked on sites such as Open Site Explorer.

Technical SEO

This includes site structure, loading speed, sitemap.xml, robots.txt file, structured data, and Core Web Vitals. It's the invisible foundation that supports everything else.

Create content that solves real pain points

Google doesn't just want to show you anything. In this sense, it wants to show you the best result. This means answering the user's question as clearly, thoroughly, and objectively as possible.

To do this, you need to create content that solves problems. Think comprehensive guides, articles over 1,500 words, with a well-defined structure, questions and answers, data, opinions, and real-world examples. Have a blog well structured and that fulfills this role.

And remember: Google is increasingly semantic. This way, it understands context, synonyms, and intent. So, don't just focus on keyword repetition. Focus on depth and clarity.

Additionally, when creating content, consider your visitor's Buyer's Journey. They may be looking for a product or service, but not necessarily ready to make a purchase. Don't forget to choose keywords based on their position in your funnel. Use the concepts of Long Tail and Short Tail, according to the characteristics of the searches.

“The best way to appear on Google is to create content that in-depth answers your audience's real questions.”

Earn authoritative (and purposeful) backlinks

Now that you understand the role of Off-Page SEO, let's get practical. Backlinks aren't bought—they're earned. And that requires relevance.

How to get it:

• Write guest posts for blogs in your segment.
• Participate in interviews and podcasts.
• Publish original data (benchmarks, research).
• Create content that serves as a reference for other producers.

When another site links to yours, it's like saying, "I trust this content." And Google takes this very seriously.

Maintain your presence on Google My Business (even in B2B)

Many people think that Google My Business is only for those with physical stores. They're wrong. Having a well-optimized profile helps showcase your business to those searching for services in your area, generates more clicks, and increases your local relevance.

Include:

• Full address
• Real photos
• Opening hours
• Customer reviews
• Link to website and social media

This also increases your credibility, even in purely digital markets.

Update and optimize your content constantly

The work doesn't end when the article goes live. After all, Google values up-to-date content with recent data and relevant information.

So, use Search Console to identify pages with impressions but few clicks. Also, update the title, improve the snippet, and add new data or sections.

“Updating your content regularly shows Google that your site remains alive and relevant to the user.”

How Google is adapting to AI-powered search (and what it means for you)

With the advancement of generative artificial intelligence, such as ChatGPT and Google Gemini, the way we search the internet has changed. Above all, people want complete, personalized, and effortless answers. And Google has recognized this.

Today, it doesn't just deliver a list of links—it actually tries to respond directly, with AI. In other words, if your content isn't structured for AI, you risk not even appearing in the top results.

How to prepare:

• Use natural language, as if you were answering a real question.
• Create short, to-the-point response paragraphs after common questions.
• Structure your content with H2, H3, lists, and highlights, making it easier for both humans and machines to read.
• Include real-world examples and experiences, something that AI values and can't always generate on its own.
• Optimize for SGE: Be helpful, trustworthy, and to the point — this increases your chances of being displayed in the automatically generated snippets.

“To appear in Google results with AI, your content needs to be structured with clarity, depth, and focus on real audience questions.”

Decisions that harm your visibility on Google

The problem isn't always a lack of action. Often, it's the wrong choices. Here's what might be holding you back without you even realizing it:

• Betting everything on paid traffic and abandoning organic traffic
• Ignoring technical SEO because it seems complicated
• Creating content based solely on guesswork
• Do not review what has already been published
• Using keywords without context

After all, Google wants relevance and a positive experience. So, forcing things, copying competitors, or publishing for the sake of publishing will only sink you further in the rankings.

Conclusion

Appearing on Google isn't magic; it's strategy. It involves planning, tools, consistent execution, and continuous improvement. Follow the steps we've explored here. This way, you'll not only increase your digital visibility—you'll position yourself as a market leader.

Need help structuring an SEO strategy that generates real, predictable results? Talk to Vero ContentsTogether, let's get your company on the first pages of Google.

FAQ - Questions and Answers about how to appear on Google

1. What do you need to do to appear on Google?

You need to optimize your website with SEO techniques, create relevant content for your audience, and use tools like Search Console and Google My Business.

2. How long does it take for a website to appear on Google?

It can range from days to months, depending on SEO quality, domain authority, and update frequency.

3. What is the difference between On-Page and Off-Page SEO?

On-page SEO involves internal website optimizations; Off-page SEO is related to external factors such as backlinks and online reputation.

4. Do I need to pay to appear on Google?

Not necessarily. Organic traffic is free, but it requires investment in strategy and time.

5. How do I know if my website is being found on Google?

Use Google Search Console to monitor your indexed pages, keywords, and search performance.

Article originally published on 04/10/2020 and updated on that date.

Marcel Castilho

Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder, owner and CEO of Vero Contentes and the offline agency VeroCom.