What is SEO?

SEO (Search Engine Optimisation) is the practice of improving your website so it appears higher in search engine results pages (SERPs), particularly Google. When someone searches for products or services you offer, good SEO helps your website appear near the top of the results, driving more organic (non-paid) traffic to your site. SEO encompasses technical optimisation, content quality, and building authority through links and mentions.

SEO is crucial for small businesses because 93% of online experiences begin with a search engine. If your business does not appear in search results, potential customers will find your competitors instead. Unlike paid advertising, organic traffic from SEO is essentially free once achieved, providing ongoing value. For local businesses in Wales, SEO helps you compete with larger companies by targeting location-specific searches like 'plumber Cardiff' or 'restaurant Swansea'.

SEO (Search Engine Optimisation) focuses on earning organic (free) traffic through improving your website and content. PPC (Pay-Per-Click) advertising like Google Ads gives you immediate visibility but costs money for every click. SEO takes longer to show results (3-6 months typically) but provides lasting value. PPC stops working the moment you stop paying. Most successful businesses use both strategies together - PPC for immediate results while building long-term SEO.

SEO typically takes 3-6 months to show significant results, though this varies based on competition, your starting point, and the effort invested. New websites often take longer than established ones. Local SEO for less competitive terms may show results faster. Unlike paid advertising, SEO compounds over time - the work you do today continues to benefit you months and years later. Patience and consistency are key.

The three main types of SEO are: On-page SEO (optimising your website content, titles, meta descriptions, and structure), Technical SEO (improving site speed, mobile-friendliness, security, and crawlability), and Off-page SEO (building authority through backlinks, mentions, and social signals). For local businesses, there is also Local SEO which focuses on Google Business Profile optimisation, local citations, and location-specific content.

Local SEO focuses on improving visibility for location-based searches like 'web designer Cardiff' or 'solicitor near me'. For Welsh businesses, local SEO is essential because it targets customers in your service area who are actively searching for what you offer. Key elements include optimising your Google Business Profile, building local citations (business directory listings), earning reviews, and creating location-specific content. 46% of all Google searches have local intent.

Keywords are the words and phrases people type into search engines to find information, products, or services. Choosing the right keywords means understanding what your potential customers are searching for. Good keywords have decent search volume but are not impossibly competitive. For a Cardiff plumber, targeting 'emergency plumber Cardiff' may be more effective than just 'plumber'. Use tools like Google Keyword Planner or Ubersuggest to research keywords relevant to your business.

A backlink is a link from another website to yours. Search engines like Google view backlinks as votes of confidence - if other reputable websites link to yours, it signals that your content is valuable and trustworthy. Quality matters more than quantity; one link from a respected industry website is worth more than dozens of links from low-quality sites. Building backlinks naturally through creating valuable content is the safest long-term strategy.

Basic SEO can be done yourself, especially for small businesses with limited competition. This includes optimising titles and descriptions, creating quality content, claiming your Google Business Profile, and ensuring your site works well on mobile. However, competitive markets often require professional help for technical SEO, link building strategy, and advanced optimisation. Many businesses handle basics themselves while hiring professionals for strategic work.

UK SEO costs vary widely based on scope and competition. Basic local SEO packages typically start around £300-500/month. Comprehensive SEO for competitive markets can cost £1,000-3,000+/month. One-off SEO audits range from £200-1,000. Some agencies offer project-based pricing for specific improvements. Be wary of extremely cheap SEO services (under £200/month) as they often use harmful tactics that can get your site penalised by Google.