The most reliable free way to check your Google position is Google Search Console: open Performance, choose Search results, set a useful date range, then inspect Queries and Pages together. A manual Google search is only a spot check because location, device and personalisation can change what you see. Here is the ten-minute process and what to do with the result.
Why 'just Google it' doesn't work
When you search for your own business, Google knows it's you. It knows where you are, that you've visited your site before, and that you're the sort of person who searches for your business name a lot. Every one of those signals inflates your ranking in the results you personally see.
The result is that most business owners think they rank position 1 for their main keyword, when in reality a first-time visitor in the next town sees them at position 8. That gap is where enquiries are quietly lost.
The result is that most business owners think they rank position 1 for their main keyword, when in reality a first-time visitor in the next town sees them at position 8. That gap is where enquiries are quietly lost.
Method 1: Google Search Console (the correct way)
Search Console is a free tool from Google that reports average position from real impressions. It is not a fixed universal rank: the same page can appear in different positions for different locations, devices and query variations. It is still the best first-party baseline available.
Once verified for your site (a good web designer sets this up on day one), open the Performance report. You'll see:
Filter by query to see which keywords bring you traffic — and, more usefully, which ones you rank on page two for and could push to page one with a small effort.
Once verified for your site (a good web designer sets this up on day one), open the Performance report. You'll see:
- Impressions: how often your site appeared in search results.
- Clicks: how often someone actually clicked through.
- Average position: where you rank for each individual keyword.
- CTR: the percentage of impressions that turned into clicks.
Filter by query to see which keywords bring you traffic — and, more usefully, which ones you rank on page two for and could push to page one with a small effort.
Method 2: Incognito + location simulation
Search Console shows real historical data, but sometimes you want to see the current live results the way a stranger would. Open an incognito/private window (so your history and cookies don't skew it) and search for your keyword.
An incognito window removes some history, but it does not make a result neutral and does not reliably simulate another town. Use it only to inspect the live results page, not as your reporting number. For local map rankings, use Search Console alongside Google Business Profile performance and a reputable location-aware rank tracker if the extra detail is worth paying for.
An incognito window removes some history, but it does not make a result neutral and does not reliably simulate another town. Use it only to inspect the live results page, not as your reporting number. For local map rankings, use Search Console alongside Google Business Profile performance and a reputable location-aware rank tracker if the extra detail is worth paying for.
Compare methods before choosing a number
| Method | Best for | Main limitation | Cost |
|---|---|---|---|
| Search Console | Your real Google impressions and query trends | Average position, not a single fixed rank | Free |
| Incognito search | Seeing the current results-page layout | Still affected by location and device | Free |
| Google Business Profile performance | Maps calls, directions and profile activity | Does not show every organic website query | Free |
| Location-aware rank tracker | Repeatable town-by-town spot checks | Third-party measurement and recurring cost | Paid |
What to do at positions 1–3, 4–10, 11–30 and 31+
- Positions 1–3: protect the page. Keep facts current, improve the snippet only when CTR is weak, and avoid changing the URL or intent.
- Positions 4–10: compare the page with the results above it. Improve the answer, evidence, internal links and title rather than publishing a duplicate.
- Positions 11–30: check whether the page truly matches the query. Add the missing decision support, examples or location detail that searchers need.
- Position 31 or lower: confirm Google has chosen the right page. Weak relevance, internal-link confusion or a stronger competing page may matter more than another paragraph.
What to do once you know where you rank
Once you know your real rankings, you can decide where to spend effort. If you rank position 4–8 for a valuable keyword, small improvements to that specific page can move you into the top 3. If you don't rank at all for keywords your competitors do, you're missing pages.
The two biggest levers for small local businesses are the Google Business Profile and on-page content. Our Google Maps ranking guide covers the map-pack side, and the local SEO playbook for tradespeople covers the on-page and citation side. Both apply to almost any local business, not just trades.
The two biggest levers for small local businesses are the Google Business Profile and on-page content. Our Google Maps ranking guide covers the map-pack side, and the local SEO playbook for tradespeople covers the on-page and citation side. Both apply to almost any local business, not just trades.
Not sure where you stand?
As part of any new project we run a full ranking check across your main keywords and competitors — free, no obligation. If you'd like an honest read on where you sit today, get in touch or have a look at our SEO service.
Ready for a practical next step?
Want your business showing up in the map pack? That's exactly what our local SEO work is for. Free, no-pressure chat — usually within a day.
Part of our local seo & google maps guides.
Written by Adam, A9 Web Design
Adam builds hand-coded websites for small businesses across Cambridgeshire and looks after their hosting, SEO and advertising day to day. Everything here comes from work on real client sites — no theory, no filler.