The five places your business can be visible in search, and what each one wants

When someone searches for something you sell, there are five places your business can be visible: the answer Google gives before anyone clicks, the map, the ordinary list of links, the reviews, and the door, which is your website. Each place wants something different from you, and almost every SEO tactic you have ever been sold belongs to one of them. Learn the five and SEO stops being a pile of jargon and becomes a map you can check your business against.

This is the frame at the centre of my masterclass, “Not Who’s Best. Who’s Visible.” The twelve types of SEO are the disciplines. The five places are where those disciplines show up on a results page. Here is each one, what it wants, and what Google and the law actually say about it.

Why five places and not a list of tactics?

Because tactics without a frame produce activity, and activity is not progress. A business owner who has been told to “do keywords”, “do schema”, “do reviews” and “do Core Web Vitals” has a to-do list with no picture of what any item is for. The five places give every item a home. Structured data belongs to the answer. Your Business Profile belongs to the map. Page titles belong to the links. Your website, and everything technical, belongs to the door. Once each tactic has a place, you can see which places you are absent from, and that is the whole diagnosis.

Place one: what does the answer want?

The answer is the response search gives before anyone clicks anything: a featured result, a knowledge panel, an AI Overview or an AI Mode response.

The first thing the answer wants is for you to stop looking for a special trick. Google’s “AI features and your website” page is direct: “There are no additional requirements to appear in AI Overviews or AI Mode, nor other special optimizations necessary.” It goes on: you do not need to create new machine-readable files, AI text files or markup, and there is no special schema.org structured data to add. Nobody can sell you an AI SEO button, because Google says there is not one.

What the answer wants instead is the old fundamentals done clearly. Can your information be discovered? Can it be understood? Is it useful? Is it clear which business is behind it? Structured data helps with that last question, because it describes what a page represents in a language machines read directly. But it is a clue, not a switch. Google keeps its hedge on the same page: a page that meets every requirement and best practice may still not be crawled, indexed or served. Eligibility is not appearance. If you want the practical version of this, read how to get cited by ChatGPT and AI Overviews.

Place two: what does the map want?

The map is where geography decides, and Google says local results are mainly based on relevance, distance and popularity, a factor it goes on to call prominence. One note on words: Google’s headline sentence says popularity, and the section explaining that third factor is headed Prominence. Same factor, two names.

Relevance is how well a Business Profile matches what someone is searching for. AS Frames, a framing workshop on Potternewton Lane in Chapel Allerton that also cuts glass to size and prints, is a relevant result for someone in north Leeds looking for a framer. A gift shop with a shelf of ready-made frames is a weaker match.

Distance is how far each business is from the customer who is searching, and if the customer does not share where they are, Google uses what it knows about their location. AK Barbers in LS5 has distance on its side when someone in Kirkstall types “barbers near me”, and not when someone across the city does. That is the system working as designed, not a fault to fix.

Prominence is how well known a business is. Google says this factor is also based on information like how many websites link to your business and how many reviews you have, and that more reviews and positive ratings can help local ranking. This is where the map overlaps with everything else: your website, your reputation, other websites, your reviews.

So the map wants an accurate, complete Google Business Profile, business details that agree with each other everywhere they appear, and a presence across the web that makes you look like the known local option. What it will not sell you is a position. The same Google page says: “There’s no way to request or pay for a better local ranking on Google.”

Place three: what do the links want?

The links are the traditional organic results, the doorways into websites, and they want two things: visibility, and a reason to click.

Visibility first, because published is not ranked. Google’s guide to how Search works describes three stages. Crawling, where Google downloads text, images and videos from pages it has found. Indexing, where it analyses the page and stores the information in the Google index. Serving, where it returns information relevant to the user’s query. Google adds that it “doesn’t guarantee that it will crawl, index, or serve your page, even if your page follows the Google Search Essentials,” and that not every page it processes will be indexed.

I stretch those three stages into six: published, crawled, indexed, ranked, clicked, converted. Those are six different things, and most bad SEO advice comes from confusing two of them. A page can be live and never crawled. Crawled and never indexed. Indexed and never shown. Shown and never clicked. Clicked and never turn into a customer.

The reason to click is written by you. A page title should describe the actual page: “iPhone Screen Repair in Leeds”, not a string of every phrase you hope to rank for. A meta description is search-result presentation, not a ranking lever. Its job is to say what the page offers so the right person clicks. The plain-English version of this stage is in getting found on Google.

Place four: what do the reviews want?

The reviews are where your reputation becomes visible, and what they want is simple: real customers, asked honestly, answered professionally.

Google’s Maps User Generated Content Policy prohibits, under fake engagement, content that is not based on a real experience, reviews or ratings that have been paid for directly or in kind, offering incentives such as payment, discounts or free goods in exchange for posting any review, and content posted from multiple accounts by or at the request of one person.

Since 6 April 2025 this is no longer only Google’s rule. Paragraph 13 of Schedule 20 of the Digital Markets, Competition and Consumers Act 2024 lists as a banned commercial practice “submitting, or commissioning another person to submit or write” a fake consumer review, or a consumer review “that conceals the fact it has been incentivised.” Commissioning is on that list. The business that orders the review is exposed, not just the person who types it. When someone offers to sell you reviews, they are not offering a shortcut. They are offering a liability.

There is no magic number of reviews. Google names reviews as one input to prominence, alongside links and other information, and prominence is one of three factors. The customer reading a review is not counting either. They are asking whether they can trust you, whether you have done this before, and what happened to the last person who tried. Ask real customers, make it easy, respond to the good and the bad, and keep any argument off your profile. The mechanics are in how to get more Google reviews, and the service version is on our reviews page.

Place five: what does the door want?

The door is your website, and it has six layers: technical, content, performance, accessibility, trust and conversion. The first four places make you visible; the door is where visible becomes chosen. Everything technical in SEO lives here. Technical SEO is not a sixth place, it is part of the door, and if the door is locked, decorating the hallway does not help.

Technical. Can search systems reach, render and understand the site? Robots.txt, noindex, sitemaps, canonicals, redirects and internal links all live here. I once left a noindex directive on a JorTech booking page for far too long. The page worked. The booking system worked. Nobody complained; they simply never found it. SEO failures are often invisible.

Content. The right amount of content is the amount that satisfies the need properly. Opening hours do not need two thousand words. A complicated process might need far more. Write for the customer’s real questions, under headings a human can scan.

Performance. Google’s page-experience documentation says “Core Web Vitals are used by our ranking systems,” and in the same document that there is no single signal, that good scores in reports do not guarantee that your pages will rank at the top, and that trying to get a perfect score just for SEO reasons may not be the best use of your time. Optimise the experience, not the score. The three vitals, LCP, INP and CLS, describe things a visitor feels: the main content appearing, a tap responding, the page not jumping. The same page asks whether your site is served over HTTPS, displays well on mobile, and avoids intrusive interstitials. Our own target is in Core Web Vitals under one second.

Accessibility. Can someone use the site with a keyboard, with a screen reader, or without perfect vision? Alt text, labelled forms, contrast and captions are website quality questions, not ranking tricks, and accessibility for UK small businesses covers where to begin.

Trust. Who wrote this, and why should anyone believe it? Real contact details, a named author, genuine examples from your own jobs. First-hand experience is the thing a generic rewrite cannot fake.

Conversion. Clicked is not converted. If someone searched “cracked iPhone screen repair Leeds” and your page opens with “Welcome to our website, we are a family-run company founded in”, you have made them wait. Say what the page is, give them the information, establish credibility, then make the next step obvious.

Where do you start?

Ask the five questions against your own business. Can I appear in the answer? Can I appear on the map? Can I appear in the links? Can I appear through reviews? And when someone reaches the door, does the website do its job?

The door is the one you can test in under a minute. The Site Score runs Google Lighthouse against your homepage on screen, in about 20 seconds, with no email address asked for. It will not tell you where you rank, because nothing honest can, but it will tell you whether the door is open. For the other four places, the twelve types of SEO sets out which discipline serves which place.

This article is one part of the whole-of-SEO video, which is on its way. The full walk through all five places, and the parts this piece leaves out, such as the searcher, measurement and the order to do the work in, will sit on the video’s companion page at /watch/the-whole-of-seo.