You’ve launched your website. It looks sharp, the branding feels right, and you’re excited to finally have an online presence that represents your business. But when you go to Google and type in your services? Nothing. Or worse—you’re buried somewhere on page four, far below your competitors.
It’s frustrating, discouraging, and honestly, confusing. You may be asking yourself:
- “Why isn’t my website ranking?”
- “Isn’t having a website enough?”
- “Do I need to pay for ads just to be seen?”
If this sounds familiar, you’re not alone. At Imagine Web Services, we’ve talked to countless business owners—from local shops to national service providers—who feel the same way.
The good news? You’re not invisible because Google has something against you. More often than not, it comes down to a handful of common SEO mistakes—things that can absolutely be fixed.
This guide will break it all down. We’ll walk through:
- What “ranking” really means in 2025 (and why it’s harder than ever)
- The 10 most common SEO mistakes business owners make
- Step-by-step fixes you can start today
- The difference between DIY Search Engine Optimization and hiring a professional
- How long it really takes to see results
- A practical checklist to get your website moving up the search results
By the end, you’ll know why your website isn’t showing up—and more importantly, what you can do about it.
What “Ranking” Really Means in 2025
First, let’s clear up a misconception: ranking doesn’t mean showing up once for your business name. If someone types in your exact company name and you appear, that’s expected. The real goal is to show up when potential customers search for the services you offer.
For example:
- A homeowner searching “emergency plumber near me”
- A new business owner typing “best web design company in Calgary”
- A parent googling “after-school tutoring programs”
Ranking means being visible to people who don’t know you yet—but need exactly what you offer.
And here’s the challenge in 2025: Google is smarter, competition is fiercer, and user behavior has shifted. With AI-powered results, voice search, and zero-click answers, ranking isn’t just about stuffing in keywords. It’s about proving your expertise, answering real questions, and earning Google’s trust.
10 Common SEO Mistakes (and How to Fix Them)
Let’s dig into the biggest culprits that keep websites hidden.
1. Not Targeting the Right Keywords
The mistake: Many businesses aim for keywords that are way too broad (“plumbing,” “web design,” “landscaping”). These are ultra-competitive and don’t match how real people search.
The fix: Think like your customer. Instead of trying to rank for “plumber,” go for “emergency plumber Calgary open 24/7.” Instead of “web design,” try “affordable small business website design Airdrie.”
These are called long-tail keywords—they have less competition and bring you qualified leads who are closer to buying.
👉 Pro tip: Use free tools like Google Keyword Planner or even Google’s autocomplete suggestions to see what real searches look like.
2. Thin or Missing Content
The mistake: Having a homepage with two short paragraphs and a services page that barely explains what you do. Google doesn’t see enough substance to understand or rank your site.
The fix: Build out your content. Each page should clearly explain:
- What you offer
- Who you help
- Why you’re the right choice
- Answers to common questions
We often recommend 1,000–2,000 words per core service page. And yes—it’s worth it. The more high-quality, relevant content you provide, the more likely you are to rank.
Pro tip: Start a blog. Write about questions your customers actually ask (“How much does a new furnace cost in Cochrane?”). Google rewards helpful, detailed answers.
3. Weak or Missing Title Tags and Meta Descriptions
The mistake: Letting your site auto-generate page titles like “Home” or leaving meta descriptions blank. That’s wasted SEO real estate.
The fix: Write unique, descriptive titles and meta descriptions for every page. They should:
- Include your target keyword naturally
- Tell users exactly what they’ll find
- Encourage clicks
Example:
Title: Affordable Plumbing Services in Calgary | [Your Business Name]
Meta: Licensed Calgary plumbers offering repairs, installations, and emergency service. Call today for same-day service.
4. Slow Page Speed
The mistake: A slow site kills rankings. If your website takes more than 3 seconds to load, most users will bounce—and Google notices.
Free builders like Wix, Squarespace, and Shopify can be especially guilty of bloated code and oversized images.
The fix:
- Compress images
- Remove unnecessary scripts/plugins
- Use quality hosting
Faster load times not only improve user experience but also help you meet Google’s Core Web Vitals—one of the key performance measures Google uses when deciding rankings.
5. Not Mobile-Friendly
The mistake: Your site looks fine on a laptop but broken on a phone. In 2025, more than half of all Google searches happen on mobile.
The fix: Responsive design. Your site should adapt seamlessly to any screen. Test it using Google’s Mobile-Friendly tool. If it’s not passing—time to redesign.
6. Weak Local SEO
The mistake: Many small businesses skip local basics like optimizing Google Maps, using location keywords, or setting up directory listings.
The fix:
- Claim and fully optimize your Google Business Profile
- Keep your Name, Address, Phone number (NAP) consistent across directories
- Add service area pages (e.g., “Therapist in Calgary,” “Therapist in Edmonton”)
Local Search Engine Optimization can be the fastest way to outrank competitors and get more calls.
7. No Backlinks (or the Wrong Ones)
The mistake: Google measures authority partly by how many other sites link to you. If you have none—or if you bought cheap, spammy links—you’ll struggle.
The fix: Build quality backlinks. Some ideas:
- Get listed in industry directories
- Join local associations (Chamber of Commerce, Better Business Bureau)
- Publish helpful content that others naturally link to
👉 Pro tip: One strong backlink from a respected site is worth more than 100 spammy ones.
8. Ignoring Alt Text for Images
The mistake: Uploading images with filenames like IMG_456.jpg and no alt text. Google can’t “see” the photo, so it ignores them.
The fix: Write descriptive alt text for every image. Example: “Modern kitchen renovation Calgary with white cabinets and marble island.” This helps with SEO and accessibility.
9. Forgetting About Analytics and Tracking
The mistake: Not knowing how your website is performing. Without data, you’re flying blind.
The fix:
- Set up Google Analytics 4 to track visitors and behavior
- Use Google Search Console to see what queries bring people to your site and index your pages
- Check monthly to see what’s working and what needs attention
Having clear tracking in place makes it much easier to measure progress and make informed decisions about your search engine optimization.
10. Expecting Instant Results
The mistake: Thinking SEO is like ads—pay today, see results tomorrow. Many business owners give up too soon.
The fix: Understand SEO is a long game. For a brand-new site, it often takes 3–6 months to see meaningful movement, and 6–12 months for strong results. But the payoff? Leads that come in every month without paying for clicks.
Local SEO vs. General SEO: Why It Matters
Even if you’re not aiming to be a global brand, showing up locally is powerful. Local SEO focuses on helping people in your area find you right when they need you.
If you’re in Calgary, for example, ranking for “Calgary electrician” is more valuable than ranking for “electrical tips.” Both matter, but local search converts faster because those users are ready to buy.
DIY SEO vs. Professional SEO
Can you fix it yourself? Yes—at least some of it. Free tools exist, and with time and effort, you can improve your site.
But here’s the trade-off: SEO is complex and constantly changing. What worked in 2020 doesn’t necessarily work in 2025.
DIY SEO works if:
- You’re comfortable learning and testing
- You have hours every week to monitor results
- You’re okay with slower progress
Professional SEO is worth it if:
- You want faster, consistent results
- You’d rather focus on running your business
- You want strategies tailored to your specific industry and location
Think of it like plumbing. You could fix a leak yourself—but calling a pro saves time and ensures the job is done right.
Quick Checklist: How to Start Fixing Rankings Today
Here’s a practical starter list you can tackle right now:
- Run your site through Google PageSpeed Insights
- Make sure your site is mobile-friendly
- Update your title tags and meta descriptions with keywords
- Add 500+ words of content to your core service pages
- Claim and optimize your Google Business Profile
- Start tracking performance with Google Analytics & Search Console
Even these small steps can make a noticeable difference.
If your website isn’t ranking, it’s not because Google is out to get you. It’s because of fixable issues: wrong keywords, thin content, slow speed, missing local SEO basics.
The good news? Every single one of these has a solution.
At Imagine Web Services, we help businesses build websites that not only look great but also show up where it matters—on Google, in front of your ideal customers. Whether you want a one-time SEO audit or ongoing optimization, we’ll make sure your website works as hard as you do.
So if you’re tired of asking “Why isn’t my website ranking?”—let’s fix it.
