SEO stands for search engine optimisation. The aim is that when a customer searches Google for what you sell, your site comes up. This article sets out, in plain words, what Google's own guides say.
01What Google looks at on a page
Google's search guide lists the practices that matter most:
- Content written for people. Useful, reliable and up to date for the reader, not only for the search engine.
- The words customers use. The words people would search for should appear in the page title, headings and image descriptions.
- Links between pages. Google finds your other pages through links.
- Telling people about your site. Mentioning your site where your customers are helps other sites link to you.
02Things that matter less than people think
Google's own starter guide corrects some common beliefs:
- The keywords meta tag. Google Search does not use the meta keywords tag.
- Repeating the keyword. Keyword stuffing is against Google's spam policies.
- Keywords in the domain. According to Google, words in the domain or address have little effect on their own. Choose the name that fits your business.
- Length. According to Google, the length of content alone does not matter for ranking.
03Appearing on the map: local SEO
For "near me" searches Google shows the map first. According to Google, three things decide the order there: how well your profile matches the search, how far you are from the person searching, and how well known your business is. The basis of local SEO is a complete Google Business Profile and reviews.
- To create and verify the profile, see our Google Business Profile guide.
- To get more reviews, see how to get more Google reviews.
04What you can do yourself, for free
- Give every page a short, clear title that says what the page is about.
- Open a separate page for each service and describe it in the words your customers use.
- Answer on the site the questions customers ask you.
- Complete your Google Business Profile and link it to your site.
- Add the site to Google Search Console. It tells you whether Google sees problems on your site.
According to Google, some changes show within hours and some take months. Wait a few weeks before judging a change.
05Why SEO prices vary so much
Very different jobs are sold as "SEO", so prices vary too:
- One-off technical work. Titles, descriptions, sitemap, speed and registering with Google. Usually done once, while the site is built.
- Monthly content. New pages and articles that answer the questions customers search for. It takes work every month.
- Local profile work. Google Business Profile, photos and a routine for reviews.
When you get a quote, ask for the work to be listed item by item. "We will do SEO" on its own says nothing.
06Promises not to trust
Google publishes its own warnings for people hiring an SEO:
- Ranking guarantees. According to Google, no one can guarantee a first place on Google. Be careful with offers of "page one in a month".
- "We have a special relationship with Google." Google says to be careful with companies that claim this.
- Unsolicited e-mails. Be careful with SEO companies that e-mail you out of the blue.
- Secret methods. Do not trust companies that will not explain clearly what they do.
Ask an SEO company: can you show examples of your past work, what results do you expect and in what time, and how do you measure them?
