You have probably heard that you "need SEO". But what is it, exactly? And is it worth your money? This guide explains SEO in plain English, with no jargon, so you can decide what makes sense for your business.
What SEO means
SEO stands for search engine optimization. It is the work of making your website easier for search engines, like Google, to understand, so it can show up when people search for what you offer.
When someone types "wedding photographer" or "accountant for freelancers" into a search box, the search engine picks pages it thinks are most helpful. SEO helps your page be one of them.
You can find short definitions of related words in our glossary.
Why it matters for small businesses
- People search before they buy. If you are not in the results, a competitor is.
- Search visitors are already interested. They are looking for what you sell right now.
- It lasts. Unlike an ad, which stops when you stop paying, good pages can keep bringing visitors.
One honest warning: nobody can guarantee a number one spot. Anyone who promises that is guessing or selling you something. SEO is a steady process, not a switch.
How search engines work, simply
- They find pages. Programs follow links across the web and visit your site.
- They read them. They look at your words, headings, images and structure.
- They rank them. When someone searches, the engine picks the pages it believes best answer the question.
Your job is to make step 1 and step 2 easy, and to make your page genuinely useful for step 3.
The three parts of SEO
1. On-page SEO: what is on your pages
This is the part you control directly.
- A clear title for each page that includes what you offer.
- A short description that makes people want to click.
- Headings that organize your content.
- Useful, honest text written for people, not for robots.
- Descriptive image names and alt text (a short written description of the picture).
2. Technical SEO: how your site is built
- It loads quickly. See why websites are slow and how to fix it.
- It works well on phones. Read our mobile-first guide.
- It uses a secure connection (https).
- Pages link to each other in a sensible way.
3. Off-page SEO: what others say about you
This includes links from other websites to yours, mentions of your business, and reviews. Links from trusted, relevant places are a good sign. Buying lots of cheap links is risky and can backfire.
Local SEO: the shortcut for local businesses
If customers find you by searching for something nearby, local SEO is the most useful kind. The biggest step is a complete Google Business Profile. Add to that a steady flow of honest reviews. Here is how to get more Google reviews.
What you can do yourself this week
- Write down what people search for. Think like a customer. What words would they type?
- Give each page one topic. One page for each main service works better than one page for everything.
- Write a clear title and description for each page.
- Use natural language. Write the way you would explain it to a customer.
- Add your business details. Name, address and phone number should be the same everywhere.
- Claim your Google Business Profile.
- Ask happy customers for reviews.
- Check your site on your phone. Fix anything slow or awkward.
A simple example
Say you run a small cleaning company. A page titled "Cleaning services" is vague. A page titled "Home and office cleaning services" with a short description of what you do, what is included, how to book and a few real reviews is much clearer. Search engines and people can both tell what it is about. That clarity is most of on-page SEO.
Common SEO myths
- "SEO works in a week." It usually takes months to see steady change.
- "More keywords means better ranking." Repeating words unnaturally hurts readability and can hurt you.
- "You do it once and you are done." Search changes, competitors move, and your content needs updates.
- "SEO is only about Google." Google is the largest, but the same good habits help on other search engines.
- "A guaranteed top spot is possible." It is not.
Should you do it yourself or hire help?
The basics are within reach for most owners. If you have time and enjoy learning, start with the list above. Hire help when you want faster progress, you are in a competitive market, or you would rather spend your time running the business.
Our SEO service costs $200 to $1,200 per month with a 2-month minimum, because the first weeks go into setup and fixes. The price depends on how much work your site and market need. Ask any provider what they will do each month and how they will report on it. If you only get vague promises, walk away.
How to know SEO is working
Look at simple signs over several months: more visits from search, more calls and form messages, more people finding your business profile, and a rise in the number of search terms that bring you visitors. Free tools from search engines can show most of these.
SEO and your website
SEO works best on a site built with it in mind from day one. If you are planning a new site, include it in the brief. See 10 things every small business website needs for the full list, and how much a site costs to plan your budget.
Have questions about what SEO could do for your business? Message us and we will answer within 6 hours, or see our packages for current options.