SEO is getting Google to understand your website and recommend it to people searching for what you sell. Unlike ads, results don't stop when the budget stops — that's why it's an asset, not a campaign.
The three fronts
1. Technical: the site must load and be understood
- Mobile speed (Core Web Vitals).
- Clear structure: one page per subject, clean URLs, unique titles.
- Sitemap submitted to Search Console, no broken pages.
- Structured data (schema) so Google knows you're a business, what you offer and where you are.
2. Content: answer what people search
- Keyword research: what the customer types, with what intent (learn, compare, buy).
- One page per intent: service page for those ready to hire, article for those wanting to understand, glossary for those wanting the term.
- Better text than the top ten results. Not longer — better.
3. Authority: being cited
Links from other sites (partners, press, directories, associations), a Google Business profile, mentions. That's what makes Google trust you.
What to do first
Technical (once), then content (every month), then authority (ongoing). Most small businesses gain a lot from the first two alone — local competitors rarely do them.
How long
Indexing: days. First meaningful rankings: 3 to 6 months. Compound results: from the first year on, every new page adds to the previous ones.
How to measure
Search Console (clicks, impressions, positions per keyword), GA4 (organic traffic and conversions) and what matters: contacts who said "I found you on Google".
Need this in your company?
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