Ranking higher on Google: What to do, how long it takes, and what it costs

Sponsored results: Appearing in the advertising area with Google Ads

A position in the advertising area is not a fixed spot purchased outright; it is determined by an auction held again for every search. According to Google Ads’ Ad Rank page, this value determines whether an ad is eligible to appear and where it will stand relative to other ads. The main factors included in the calculation are as follows:

• The bid, meaning the maximum amount the advertiser agrees to pay for a single click; the actual amount paid is often lower.
• The quality of the ad and landing page; this is monitored in the account as a quality score.
• The minimum thresholds that must be exceeded for the ad to appear.
• Search context signals such as the search term, location, device, and time of the search.
• The expected impact of ad assets such as a phone number or additional link.

A high bid alone does not secure a top position; a low-quality ad or an irrelevant landing page may fall further behind with the same budget. The Google Ads help center also has a separate section devoted to showing local search ads on Google Maps. Campaign setup and monitoring are covered by the Google advertising management service.

A side-by-side comparison of the three approaches

When choosing an approach to ranking higher on Google, comparing the three options against the same criteria makes it easier to see which is needed first. The table below brings together information from the official pages:

The three approaches in the table are often complementary rather than alternatives to one another. Which should take priority in different situations, advertising or organic work, is discussed separately in the article Google Ads or SEO.

How long does ranking higher on Google take?

The timeline varies greatly depending on the chosen approach, and Google gives no exact date for any of them. On the organic side, the SEO starter guide states that some changes may be reflected within a few hours, while others may take a few months. According to the guide, it may generally be necessary to wait a few weeks to assess whether the work has had a beneficial effect on search results.

For the other two approaches, Google’s review steps determine the timeline:

• Business Profile: According to Google’s verification page, the review after completing verification steps can take up to 5 business days, and in rare cases longer. After verification, the searches in which the card appears near the top still depend on relevance, distance, and prominence.
• Google Ads: Google’s ad review process page states that most ads are reviewed within one business day, while complex reviews can take longer. The position in which an approved ad appears is recalculated for every search.

Google’s page on choosing an SEO specialist recommends asking the specialist, “What results do you expect, in what timeframe, and how do you measure success?” The page also states that the best time to start SEO work is when a website is being redesigned or a new website is about to launch, and that the earlier you start, the better.

The cost of ranking higher on Google: Who gets paid, and for what?

The answer to the cost question has two parts, depending on whether the money goes to Google or to the person doing the work. There is no payment to Google for organic results or Business Profile; Google’s page on adding a business states that adding and claiming a business are both free; none of the methods described on the verification page includes a payment step. Appearing in the advertising area uses a budget set by the advertiser, and this budget is paid directly to Google.

Service fees at Onur Freelance are separated as follows:

According to Google Ads’ average daily budget page, the budget is set daily for each campaign and can be changed at any time. Since cost per click varies with competition and the search, no fixed click price is given here. Profile editing can be addressed as the local component of SEO work; its scope is clarified in the initial discussion, and the process is explained in detail on the SEO service page.

The website’s current condition determines whether the monthly service fee remains at the starting amount. The need for technical fixes, the amount of content to be written, the number of service areas targeted, and the number of campaigns to be managed on the advertising side are the main factors that change the scope. These factors are listed individually during the initial assessment; the proposal shows the work included in the service and the budget paid to Google on separate lines.

Why should you be cautious about “guaranteed rankings”?

The statement on Google’s page about choosing an SEO specialist is clear: “No one can guarantee a number one ranking on Google.” The same page recommends being cautious of people who guarantee rankings, claim a “special relationship” with Google, or promote “priority submission” services. It also states that an SEO audit should provide realistic estimates and that someone who guarantees changes will bring a number one position should be replaced by someone else.

A business owner wanting to move their website higher on Google can look out for the following signs when requesting proposals:

• Contract clauses promising a specific position on a specific date
• Plans to “submit the website to thousands of search engines” or link popularity schemes; Google refers to these as mostly useless practices
• Requests for write access to Search Console at the initial stage; Google recommends granting read-only access during the audit stage
• Recommendations unsupported by official Google documentation

Onur Freelance does not guarantee rankings in organic results, Maps, or the advertising area. Why such promises are unrealistic is discussed in detail in the article on guaranteed SEO services.

Common mistakes and the right approach

When trying to rank higher on Google, the biggest waste of time is putting effort into the wrong area. Common mistakes and their corresponding approaches are as follows:

• Assuming advertising will improve organic rankings: Google states that advertising has no effect on a website’s position in search results; the two areas are planned separately.
• Stuffing text with keywords: The starter guide considers this a violation of spam policies; explain the subject in natural language while answering the reader’s question.
• Setting up the profile and leaving it alone: When opening hours, photos, and review responses are not kept current, the profile is left with incomplete information.
• Taking text from other websites: The guide recommends original content instead of copied content or content with only the words changed.
• Directing the ad to the homepage: Since landing page quality is part of Ad Rank, the service described in the ad should be reflected on the relevant page.

What these mistakes have in common is treating the three areas on the results page as a single system. When each area is managed according to its own rules, effort and budget go to the right place.

Treating AI answers as a separate secret

Google Search also includes generative AI features, and some service providers offer separate packages called “AEO” or “GEO” for them. Google’s page on choosing an SEO specialist recommends asking whether advice on this subject aligns with the official guidelines Google Search has published for its generative AI features. This area should therefore not be presented as a secret detached from basic SEO rules.

The scope of work aimed at visibility in AI answers is explained on the AI search optimization page. Placement in a particular answer cannot be guaranteed in this area either.

Common practices and the Onur Freelance approach

An approach frequently offered in the market to businesses seeking higher Google rankings is to answer the request with a single package: simply launching ads or simply uploading blog posts. At Onur Freelance, we first examine which area is missing for which search, and then divide the work according to that area.

This table describes frequently encountered habits, rather than a competitor. The aim is to clarify which questions to ask.

How does the process work?

The work starts in the same order for every business, then branches according to need:

1. Initial assessment: The website’s indexing status, gaps in Business Profile, and any existing advertising account are reviewed free of charge.
2. Priority: Which area will be addressed first and which service is needed are shared in writing.
3. Access: Administrator or read access to Search Console and Business Profile is granted through the business’s own account; no password is requested.
4. Implementation: Content work, technical fixes, profile editing, or campaign setup are carried out.
5. Measurement: The effects of changes are monitored monthly; as Google describes, allowance is made for some effects taking weeks and others months.

With this arrangement, the business owner sees separately every month what they are paying for and what goes to Google.