How to Rank on Google (Without Paying for Ads)

Will, EnableUs Community

Hey everyone, welcome back to the EnableUs Community Podcast. I’m Will, and I’m here with Winter. Today, we’re diving into something that honestly, I reckon, gets overlooked by heaps of NDIS providers—how to actually show up on Google without paying for ads. Winter, you ever searched for something like “NDIS provider near me” and just seen the same three businesses pop up every time?

Winter, EnableUs Community

Oh, absolutely. And it’s always the ones who’ve nailed their local SEO, right? I mean, most people looking for support services, they’re not typing in some fancy phrase—they just want someone close by, someone they can trust. So, if you’re not showing up in those local searches, you’re basically invisible to a lot of potential participants.

Will, EnableUs Community

Yeah, and it’s wild how much of a difference it makes. Like, I remember the first time we got a Google review—this was ages ago, back when we were just starting out. I didn’t think much of it, but within a week, we had three new participant inquiries, all saying they found us on Google and saw that review. It was, honestly, a bit of a lightbulb moment for me. I mean, I always thought reviews were just, you know, nice to have, but they actually drive real business.

Winter, EnableUs Community

That’s such a good point. And it’s not just about getting more calls, either. When you’re ranking high in those local results, it gives you instant credibility. People trust what they see on Google, especially if you’ve got positive reviews and your info looks legit. It’s like, if you’re not there, someone else is getting those calls instead.

Will, EnableUs Community

Exactly. And the best part is, all this stuff we’re talking about—local SEO, Google Business profiles—it’s free. You don’t have to spend a cent on ads if you do it right. So, let’s get into how to actually make it happen.

Winter, EnableUs Community

Alright, so first up—your Google Business profile. Think of it as your digital shopfront. If it’s empty or out of date, people are just gonna scroll past. You want to make sure you’ve got your exact business name, your address or service area, a proper description with the right keywords—like “NDIS Support Coordination in Campbelltown” or wherever you’re based.

Will, EnableUs Community

Yeah, and don’t forget categories. I always mess this up—like, is it “Disability Service” or “Support Worker”? Honestly, just pick the ones that actually match what you do. And photos! Real photos of your team or your office, not just stock images. It makes a massive difference.

Winter, EnableUs Community

Totally. And hours, contact info, website link—all that needs to be up to date. But here’s something a lot of people miss: listing your service areas in detail. We did this at EnableUs, and suddenly we started getting inquiries from suburbs we’d never even targeted before. Just by adding those areas to our profile, we popped up in more searches. It was honestly a bit of a game changer.

Will, EnableUs Community

That’s so true. And you can’t just set it and forget it, either. You’ve gotta post updates—like, if you’ve got new availability, or you’re running an event, chuck it up there. And reviews—respond to every single one, good or bad. It shows you actually care about feedback, and Google loves that.

Winter, EnableUs Community

Yeah, and if you can, add a booking link or a contact button. Just make it as easy as possible for people to reach out. The less friction, the better. And, oh—make sure your info matches everywhere else online. If your address is different on your website or a directory, Google gets confused and you might drop in the rankings.

Will, EnableUs Community

I always forget that bit. Consistency is key, right? Alright, so once your profile’s sorted, the next step is making sure your website actually helps you rank locally, too.

Will, EnableUs Community

So, your website—this is where a lot of people get stuck. You can’t just say “we offer NDIS supports” and hope for the best. You’ve gotta actually mention the areas you serve. Like, “We offer NDIS supports for participants in Parramatta, Auburn, and Blacktown.” It sounds simple, but it helps Google know where you’re relevant.

Winter, EnableUs Community

And if you cover a bunch of different suburbs, create a landing page for each one. I know it sounds like a lot of work, but it really pays off. Each page should have unique content—don’t just copy and paste. Talk about what makes your service in, say, Blacktown, different from your service in Penrith. Google picks up on that, and you’ll start ranking for those “[Service] + [Location]” searches.

Will, EnableUs Community

Yeah, and reviews—honestly, they’re the lifeblood of local SEO. But you’ve gotta do it the right way. Don’t offer incentives, that’s against Google’s rules. Just ask your participants or their families for honest feedback, and always get their consent. Make it easy—send them a direct link to your Google Review page. And then, actually respond to the reviews. It’s not just good manners, it helps your ranking.

Winter, EnableUs Community

There’s a great example of this—a provider in Blacktown refined their local content and review strategy, and they saw a 40% jump in inquiries. All they did was update their landing pages with more location-based info and started consistently asking for reviews. No ads, just smart local SEO.

Will, EnableUs Community

That’s huge. And honestly, it’s all stuff anyone can do. Just takes a bit of effort and, I guess, a bit of patience. But the results speak for themselves.

Winter, EnableUs Community

Absolutely. So, if you’re listening and wondering where to start—just pick one thing from today and give it a go. Update your Google Business profile, add a new landing page, or ask for a review. It all adds up.

Will, EnableUs Community

Alright, that’s a wrap for today’s episode. We’ll be back soon with more ways to help you connect with the right participants—no ads required. Winter, always a pleasure chatting with you.

Winter, EnableUs Community

You too, Will. Thanks everyone for tuning in. Catch you next time!