SEO, short for search engine optimisation, is the work of helping search engines understand your website so they can show it to the right people. This guide explains the basics in plain language, so you know what matters and what to ask for.
What SEO really means
Search engines such as Google and Bing read your pages, follow your links and try to work out what each page is about. Good SEO makes that job easier. It does not trick anyone; it simply makes your site clear, fast and useful, for both search engines and the people using them.
Start with how your customers search
Think about the words your customers type when they need you. They rarely search for your company name; they search for the problem or the service, often with a place, such as "emergency plumber Enfield" or "birthday cakes north London". Make a short list of these phrases and give each main service its own page that answers those searches clearly.
Page titles and descriptions
Every page has a title and a short description that can appear in search results. Write them for people: say what the page offers and where, in natural words. Each page should have its own title, and the main heading on the page should match what the visitor was looking for.
The technical basics
- Speed: fast pages keep visitors and are easier for search engines to crawl.
- Mobile layout: Google mainly looks at the mobile version of your site.
- Clear structure: one main heading per page, followed by sub headings and short paragraphs.
- A sitemap: a list of your pages that you can submit through Google Search Console and Bing Webmaster Tools.
- Secure connection: an SSL certificate so your address starts with https.
Local SEO and your Google Business Profile
If you serve customers in a particular area, your Google Business Profile is one of the most useful free tools you have. Fill in every section, choose the right categories, add real photos and keep your opening hours up to date. Use exactly the same business name, address and phone number on your website and on other listings.
Helpful content
Pages that answer real questions tend to do well over time. Explain what you offer, who it is for, how the process works and what customers often ask. Guides like this one are a good way to show your knowledge and give search engines more to understand.
Be patient, and be wary of promises
SEO takes time, and results build gradually as search engines revisit your site. No one can guarantee a particular position on Google, so be careful with anyone who promises first place. Aim instead for a site that is clear, technically sound and genuinely useful.
In short
Know how your customers search, give each service a clear page, get the technical basics right and keep your Google Business Profile complete. If you would like help, our SEO service covers these steps, or you can get a free quote.