SEO Basics: Get Found on Google
Most customers search Google before buying. If your business does not appear, you're missing ready-to-buy customers. SEO helps your business get found, and the basics are within reach of any business.
When someone needs a plumber, an accountant, a caterer or a printer, what do they do? They pick up their phone and search. And they almost always choose from the first few results.
If your business isn't there, it's not that people looked at you and said no. They never knew you existed.
That's what SEO (search engine optimisation) is about: helping Google understand what your business does so it shows you to the right people at the right time. It sounds technical, but the foundations are surprisingly down to earth.
Start with what people actually type
The words you use for your services and the words customers use are often different. You might say "fenestration solutions." Customers type "window repair near me."
Write down the questions and phrases your customers use when they call you. Those are your keywords. Use them naturally on your pages, in headings, and in the first few lines of text.
The three parts of SEO
It helps to know that SEO isn't one thing. It's three, working together:
- On-page SEO is what's on your pages: clear titles, headings, helpful text and good images.
- Technical SEO is how well your site works behind the scenes: speed, mobile layout, security (SSL) and no broken links.
- Off-page SEO is what other sites say about you: reviews, links from other websites and business listings.
Most small businesses see the biggest gains by getting the first two right, then slowly building the third.
How to find the words customers use
You don't need expensive tools to begin. Try these free methods:
- Google's own suggestions. Start typing your service into the search bar and see what it offers to complete.
- "People also ask" boxes. These show real questions people have around your topic.
- Your own inbox and phone calls. The questions customers ask you are the questions to answer on your site.
- Your competitors' websites. See how they describe what they do, and where they leave gaps.
Focus on specific phrases ("emergency plumber for burst pipes") rather than very broad ones ("plumber"). They're less competitive and the people searching are closer to buying.
One page, one job
Don't squeeze every service onto the homepage. Give each main service its own page, with its own clear title and description. A page about "Wedding Photography" will do far better for that search than a general page that mentions it in passing.
Get the basics right on every page
- Page title. The blue link people see in Google. Include what you do and where, in under about 60 characters.
- Description. The short summary under it. It doesn't affect ranking directly, but a good one makes people click.
- Headings. Use real headings to break up the page. They help readers and search engines alike.
- Image descriptions. Add short, honest descriptions (alt text) to your images. It helps accessibility as well.
Set up your Google Business Profile
This is free and one of the most powerful things a local business can do. It's what puts you on the map and in the box of local results. Fill it in completely: opening hours, photos, services, phone number, website. Then ask happy customers for reviews. Reviews are a big trust signal.
Make your site fast and mobile-friendly
Google favours websites that load quickly and work well on phones, because that's what its users want. If your site is slow or awkward on mobile, you're fighting uphill.
Create content that answers questions
This is why businesses write blogs. If a customer is wondering "how much does it cost to..." or "how do I choose...", an honest, helpful article from you puts you in front of them early, before they've decided who to call. You become the expert who helped, not just another name in a list.
How to write a page that ranks and converts
Getting found is only half the job. When someone arrives, the page should help them decide to contact you. A reliable structure:
- A headline that matches what they searched for.
- A short opening that confirms they're in the right place and explains how you can help.
- Details on the service: what's included, how it works, who it's for.
- Proof: a testimonial, a photo of your work, a result.
- Answers to common questions, such as cost, timing and what happens next.
- A clear next step: call, message or request a quote.
Write for people first. Stuffing a page with the same keyword over and over reads badly and can be penalised. If it sounds natural when read aloud, it's usually right.
Build credibility with links and listings
When respected websites link to yours, Google takes it as a sign you're trustworthy. For a small business, sensible ways to earn this include:
- Listing your business in genuine local and industry directories
- Getting mentioned by suppliers, partners or local organisations you work with
- Sharing useful content that other people want to reference
- Local press or community sponsorships
Avoid buying cheap bundles of links. They rarely help and can damage your standing.
Be patient, but not passive
SEO isn't an overnight switch. Expect weeks or months, not days. But unlike paid ads, the results keep working after you stop paying. And be wary of anyone promising "guaranteed number one on Google." Nobody can honestly promise that.
SEO myths worth ignoring
- "Submit your site once and you're done." SEO is ongoing. Sites that stay fresh and useful keep their position.
- "More keywords means better rankings." Quality and relevance beat repetition.
- "Social media posts directly boost Google rankings." They help people find you, but they're not a direct ranking switch.
- "SEO is only for big companies." Local and niche searches are where small businesses often win.
How to tell if it's working
Check these once a month:
- Search Console (free from Google): shows what people searched to find you and how often your site appeared.
- Analytics: shows how many visitors arrive from search and what they do.
- Enquiries: the number that matters most. Are more calls, forms and messages coming in?
- Your Google Business Profile: views, calls and direction requests.
Traffic is nice. Enquiries pay the bills.
Frequently asked questions
How long until I see results? Often a few weeks for small improvements and several months for competitive searches. It depends on your industry, competition and the state of your site.
Should I pay for ads instead? Ads bring visitors quickly but stop the moment you stop paying. SEO builds slowly but keeps working. Many businesses use both.
Do I need a blog? Not strictly, but helpful articles are one of the best ways to appear for the questions customers ask before buying.
Can I do SEO myself? The basics, yes. Everything in this article is a good start. A specialist helps most with technical problems and competitive markets.
Where to begin
- Claim and complete your Google Business Profile.
- Check that your site works well on a phone.
- Give each key service its own page with clear titles.
- Ask your last five happy customers for a review.
Not sure where your website stands? We can run a simple review of your site and show you exactly what's holding you back on Google, in plain language, along with the first things worth fixing. Get in touch and we'll set it up.
