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Falling Behind on Google? Here’s How to Catch Up
Hi, I’m Leigh Reading, founder of Onside Online. Over the past decade, I’ve helped hundreds of tradespeople across Australia—from sparkies and plumbers to builders and landscapers—grow their businesses online. One of the most common frustrations I hear is:“Why is my competitor ranking higher than me on Google?”And it’s a fair question. When someone searches “electrician near me” or “plumber in Brisbane,” you want your business front and centre—not buried on page two.The good news? You can catch up—and even outrank them. You just need the right digital strategy and a bit of consistency.Let’s break it down step by step.

1. Figure Out Who’s Actually Beating You

Not all competitors are created equal.

You might think Bob down the road is your biggest competition, but online, it might be a franchise or a savvy local business ranking for your core services.

🔍 Start with a quick Google search. Type in your main service and location (e.g. “bathroom renovations Townsville”) and see who comes up on page one.

🛠️ Use tools like:

  • Ubersuggest (free and great for small businesses)

  • SEMrush or Ahrefs (more advanced options)

  • Google Search Console (if already connected to your website)

👉 Make a list of:

  • Their domain names

  • What pages are ranking

  • What kind of content they’ve published

  • Whether they’re running Google Ads

2. Perform a Website Health Check

Imagine you’re racing in a car—if it’s got a flat tyre and dirty engine, you’re not winning. Same goes for your website.

✅ Key things to audit:

  • Mobile responsiveness – Over 60% of searches come from mobile. If your site isn’t mobile-friendly, Google penalises it.

  • Page speed – Slow sites = high bounce rates.

  • Meta titles & descriptions – These appear in search results. Make sure they include keywords and are written to entice clicks.

  • Image optimisation – Are your images too large? Are they named properly (e.g. “brisbane-plumber.jpg”)?

🛠️ Tools like PageSpeed Insights and Screaming Frog SEO Spider can help you identify these issues.

3. Supercharge Your Local SEO

This is the secret sauce for tradies.

🧭 Here’s what to focus on:

  • Google Business Profile (formerly Google My Business) – Complete every section. Add services, opening hours, service areas, and regular photo updates.

  • Reviews – Ask happy customers to leave reviews (and always respond to them—even the odd negative one).

  • NAP Consistency – Your Name, Address and Phone number should be the same across your website, social media, and directories.

📍 Bonus tip: Get listed on trusted Australian directories like:

  • hipages

  • TrueLocal

  • Yellow Pages

  • Oneflare

  • ServiceSeeking

4. Create Content That Solves Real Problems

Content isn’t just about keywords—it’s about connecting with your audience.

📄 What works well for tradespeople:

  • Project case studies – Show before-and-after photos, materials used, and how you solved a customer’s problem.

  • Answer FAQs – Think “How much does a bathroom renovation cost in QLD?” or “When do I need to call an emergency electrician?”

  • Tips & checklists – Home maintenance guides, seasonal prep tips, etc.

🧠 Think like your customer. What are they Googling at 8pm when something breaks?

🎯 Add relevant keywords naturally, but always write for humans first.

5. Build Trust with Quality Backlinks

Backlinks = votes of confidence from other websites.

The more high-quality backlinks you have, the more Google trusts you.

🔗 Easy ways to earn backlinks:

  • Partner with local suppliers and ask them to link to your website

  • Join trade associations and industry bodies that offer member listings

  • Write guest blog posts on local or industry sites

  • Sponsor a local sports team or community event (they’ll often link back to your site)

Just one or two strong backlinks from reputable local websites can make a big difference.

6. Run Strategic Paid Ads While Your SEO Builds

SEO is a long game. Paid ads give you faster results while your organic presence grows.

💰 At Onside Online, we often run Google Ads and Facebook Ads alongside SEO campaigns.

🎯 With Google Ads, you can:

  • Target specific suburbs or service areas

  • Show up instantly for your chosen keywords

  • Track exactly how many calls or leads came from your ad

We create campaigns designed to convert, not just get clicks—meaning your ad spend delivers real ROI.

7. Track, Test & Tweak Every Month

If you’re not measuring it, you’re guessing.

📊 Use:

  • Google Analytics – to see how visitors are using your site

  • Google Search Console – to track keyword rankings and site issues

  • Call tracking – to measure how many leads are coming from SEO vs Ads

Every month, ask:

  • Are we ranking higher than last month?

  • Are more people calling or submitting quote requests?

  • What content is performing best?

Digital marketing isn’t a “set and forget” thing. We’re always fine-tuning to stay ahead of the competition.

In Summary

Here’s the truth: Your competitors are investing in digital marketing. They’re working on their SEO, refining their ads, and showing up where your customers are searching.

But the beauty of online marketing is—you can catch up. And with the right partner, you can overtake them.

💬 Let’s Chat! At Onside Online, we specialise in helping trades-based businesses climb Google rankings, get more qualified leads, and grow sustainably. Whether you need a new website, SEO boost, or targeted ad campaign—we’ve got your back.

👉 Book a free 30-minute strategy session and let’s see what’s holding you back—and how we can fix it.

Leigh from Onside Online