It is usually one of a few things. Google hasn't indexed your pages, your site has no page for what people are searching, your Google Business Profile is missing or thin, or other businesses simply give Google more reasons to trust them. You can check most of these yourself in about 20 minutes.
Is your site in Google at all?
Search site:yourdomain.com (with your own domain). If nothing comes up, Google hasn't indexed your site.
Set up Google Search Console, which is free, and add your site. Its Pages report lists which pages are indexed and why the others aren't. Common causes: a "noindex" tag left over from when the site was being built, a robots.txt file blocking crawlers, or a new site Google hasn't found yet.
Are you searching the way customers do?
Finding yourself when you search your business name is a good sign, but new customers don't search that way. They type what they need and where: "emergency vet Henderson", "dentist open Saturday", "beef for sale near me".
If your site has no page about that service, there is nothing for Google to show. A page for each main service, written the way customers phrase it, is often the single biggest fix.
Do you have a Google Business Profile?
For "near me" searches and the map results, Google shows Business Profiles, not websites. Search your business on Google Maps. If you don't appear, create or claim your profile. If you do, check that the category, hours, service area and photos are right, and that recent reviews have a reply.
Do your details match everywhere?
Your business name, address and phone number should be identical on your website, your Business Profile and directories such as Yelp, Apple Maps and Bing Places. An old phone number or a previous address in one place makes it harder for Google to be sure about you.
Does the site work on a phone?
Open your site on your phone over cellular data. If it takes more than a few seconds to show anything, or you have to pinch and zoom to read it, people leave. A slow mobile site is also a worse result for Google to send anyone to.
What do other sites say about you?
Links and mentions from other websites are one of the ways Google judges whether a business is real and trusted. Local news, industry associations, suppliers, sponsorships and directory listings all count. A new business with no mentions anywhere usually takes longer to rank.
Have you given it time?
A new page can take days or weeks to be crawled, and longer to rank. If it has been several months and you still can't find yourself for your main service in your own town, one of the reasons above is usually behind it.
Want someone to check?
Book a free website audit. We will look at your site and your Google presence with you on a call and tell you what we would fix first.