You worked "in" the business but not "on" the business

Why working in the business isn't the same as working on it

I had the opportunity to chat with two blue collar founders…people in the manufacturing industry who have built two solid, profitable brands. They both had the same frustration: "We're big. We've been around for years. Why doesn't Google treat us like we're big?"

It's a fair question. If my business was doing millions and millions a year in revenue and I employed 50+ full-time people but I didn't show up in Google (or anywhere for that matter) I'd be pretty pissed. Word of mouth and referrals are one thing, but how do we take it to the next level and expand our digital presence (or get one at all)???

The reality is Google doesn't care about your ARR. Or your square footage. Or the fact that you've been in business for 20 years. There's no Field of Dreams effect. There's no "if you build it, Google will automatically come."

Google cares about signals. And if you've been working in the business (operations, production, payroll) but not on the business (information architecture, brand signals, digital presence, positioning, content, etc.) then you're invisible…like the two founders I chatted with.

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Why Google doesn't care about your ARR or square footage

Google doesn't measure authority in years or dollars. It measures it in:

• Content signals (do you have relevant, indexable pages?)

• Engagement signals (do users click, stay, and share?)

• Link signals (are other credible sites pointing at you?)

Content signals

Google ranks sites that have the most relevant answers to what people are searching for. Its goal, ironically, is to get people off Google and onto the site that best answers the user's query. Google wants its search results to be valuable. If people google something and the results don't answer their question, they'll move to another search platform (Bing) or ask Siri. Google's value is in its search results. So, you need content that speaks your customer's language, mapped to their query.

Engagement signals

Getting someone to your site is only half the battle. The real question is: do they stick around once they land? Google pays attention to behavior. If people bounce in three seconds because your copy is vague, your site loads slow, or your navigation is confusing, that's a negative signal. If they click deeper, spend time reading, or share your content, that's a positive one.

Link signals 

Reputation is measured (in large part) by links. Every credible site that points back to you is like a vote of confidence that tells Google, "this company is real, relevant, and trusted." They help you build a network of credibility that Google takes seriously.

A quick self-check to see if you're building market signals

If you're unsure whether you're working on the business or just in it, ask yourself:

• Does my site explain my core services in plain English?

• Can a stranger immediately tell what I do and for whom?

• Do I have any unique content or is it all boilerplate?

• If I vanished tomorrow, would Google (or my customers) notice?

If the answer to most of these is "no," then you have a signal problem.

Where to start: your next 5 moves

Here's where I would start if I wanted Google to recognize my business:

1. Fix the Homepage Message

   • Make sure a total stranger can answer in 3 seconds: what you do, who it’s for, and why it matters.

   • Use the OS Positioning Formula: "We help [specific person] solve [painful problem] by [doing what, specifically?]."

2. Build Real Service/Product Pages

   • Don't stop at one "Services" page with a bulleted list.

   • Create a dedicated, indexable page for each offering, written in the exact words your customers would Google.

3. Claim and Optimize Your Google Business Profile

   • Upload photos, add your categories, ask for reviews.

   • If you're local, this is often your fastest path to visibility.

4. Start Publishing Helpful Content

   • Write down the 10 most common questions customers ask you.

   • Turn each into a blog post, video, or FAQ page. (That's what Google wants to rank.)

5. Build Links Like You Build Relationships

   • Join local directories, chamber of commerce, or industry associations and make sure they link back to you.

   • Ask suppliers, partners, or happy customers if they'll add your logo + link to their sites.

You are uniquely positioned to add your voice to the industry you're in. You have a unique history, customer stories, and first party data to weave into an authoritative site that Google (and AI) can use to retrieve answers to questions that future customers have.

Your 90-day visibility plan

If you're serious about getting recognized by Google, you don't need a 2-year SEO strategy right now. You need a 90-day plan that compounds.

Here's the first half:

Weeks 1–2: Nail Your Positioning

• Rewrite your homepage so a stranger can instantly tell: what you do, who it’s for, why it matters.

• Use the OS Positioning Formula: We help [specific person] solve [painful problem] by [doing what, specifically?].

Weeks 3–4: Build Signal Pages

• Create dedicated, indexable pages for each service or product.

• Make sure each one answers the question: "What would a customer type into Google to find this?"

Weeks 5–6: Claim and Optimize Your Google Business Profile

• Add photos, categories, hours, service areas.

• Get your first 10 reviews — even if it means calling loyal customers directly.

That's the foundation. But the real compounding comes in the next 6 weeks when you start publishing authority content, building links, and layering feedback loops so every win stacks on top of the last.

👉 I built the Growth Marketing OS with this in mind. Download it to get the rest of the 90 day visibility plan.

Until next week,

Adam

P.S. Found this helpful? Forward it to another founder who might benefit. We're all in this together.

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P.P.P.S. What marketing challenges are you facing in your startup journey? Reply directly to this email with your questions or topics you'd like to see covered in future issues.