What is SEO?
By Tom · Last reviewed · 5 minute read
SEO (search engine optimisation) is the practice of improving your website so it appears higher in search engine results, particularly Google. When potential customers search for what you offer, good SEO helps your website appear near the top of the results and brings in organic (non-paid) visitors. It covers technical optimisation, content quality, and building authority through links and mentions.
On this page
Why SEO matters for your business
Most people start with a search engine when they're looking for a product or service, few scroll past the first page of results, and many searches are for something nearby. Results take time: usually three to six months.
Your customers are searching
Every day, people across the UK use Google to find local businesses, research products and decide what to buy. If your website doesn't appear in those searches, people looking for what you offer won't find you.
Free, ongoing traffic
Unlike paid advertising, where traffic stops when you stop paying, organic traffic from SEO keeps coming. Once you rank well for relevant searches, you get a steady stream of visitors without ongoing ad spend. That makes SEO one of the most cost-effective marketing channels in the long run.
Trust and credibility
Websites at the top of search results are seen as more trustworthy and authoritative. Good SEO builds credibility with both search engines and potential customers.
Competitive advantage
If your competitors invest in SEO and you don't, they'll win the customers who could have been yours. If you invest while they neglect it, you get ahead of them.
The four parts of SEO
On-page SEO
Improving the parts of your website you control directly: content, titles, meta descriptions, headings, images and internal links. For example:
- Writing clear title tags (under 60 characters)
- Writing informative meta descriptions
- Using headings (H1, H2, H3) properly
- Adding alt text to images
- Creating useful, thorough content
- Linking between related pages
Technical SEO
Making sure search engines can easily crawl, index and understand your website. For example:
- Improving page load speed
- Making sure the site works well on mobile
- Using SSL (HTTPS)
- Creating an XML sitemap
- Fixing broken links and errors
- Adding structured data (schema markup)
Off-page SEO
Building your website's authority and reputation through activity away from your website. For example:
- Earning quality backlinks
- Managing online reviews
- Social media presence
- Brand mentions
- Guest posts on industry sites
- Digital PR
Local SEO
Optimising for location-based searches to attract customers in your area. For example:
- Keeping your Google Business Profile complete and up to date
- Listing your business in local directories (citations)
- Location-specific landing pages
- Managing customer reviews
- Earning links from local websites
- NAP consistency (the same name, address and phone number everywhere)
Key Google ranking factors
Google uses hundreds of signals to rank pages, but these are the most important ones for UK businesses to focus on.
| Factor | Importance | What it means |
|---|---|---|
| Content quality | Critical | Thorough, useful content that answers people's questions. Google rewards content that matches what the searcher wants. |
| Relevance | Critical | How well your content matches what the person is searching for. So work out what the searcher is trying to do. |
| Mobile-first | Critical | Google mainly uses the mobile version of your site for ranking, so your site has to work well on phones. |
| Page experience | High | Speed, mobile-friendliness and usability. Core Web Vitals measure loading, responsiveness and visual stability. |
| Backlinks | High | Links from reputable websites signal trust and authority. Quality matters far more than quantity. |
| Site security | Medium | HTTPS is expected. Browsers mark sites without SSL as 'Not secure', and they may rank lower. |
Common SEO mistakes to avoid
Keyword stuffing
Problem: forcing keywords unnaturally into your content hurts readability and can trigger Google penalties.
Solution: write naturally for people first, then optimise for search engines.
Ignoring mobile users
Problem: most searches now happen on phones. A poor mobile experience damages both rankings and enquiries.
Solution: make sure your site is fully responsive and loads quickly on mobile.
Buying cheap backlinks
Problem: low-quality paid links can lead to Google penalties that wreck your rankings.
Solution: earn links naturally through good content and asking relevant sites for links.
Neglecting local SEO
Problem: you miss out on 'near me' searches and local customers actively looking for your services.
Solution: claim and complete your Google Business Profile, and build local citations.
No content plan
Problem: random content with no purpose doesn't build authority or rank for valuable searches.
Solution: plan content around your customers' questions and the keywords you want to rank for.
Expecting instant results
Problem: giving up too early means missing out on the benefits that SEO builds over time.
Solution: commit to at least six to twelve months of consistent effort before judging the results.
Local SEO for Welsh businesses
For businesses serving customers in Cardiff, Swansea, Newport and across Wales, local SEO is particularly important. Here's how to compete in local search results.
Claim and complete your Google Business Profile
Fill in every section, add photos and keep your information up to date.
Build local citations
List your business on Yell.com, Thomson Local, Yelp and directories for your industry.
Encourage customer reviews
Ask happy customers to leave Google reviews, and reply to every review professionally.
Create location pages
If you serve several areas, create a page for each (for example, 'Web design Cardiff').
Keep your details consistent
Your business name, address and phone number should be identical across every online listing.
Earn local backlinks
Get links from local news sites, business associations and community organisations.
Tip: my local SEO guide for Wales covers all of this in more detail.
SEO-ready websites
Every website I build has the SEO basics in place from day one. That includes:
- A solid technical SEO foundation
- Mobile-first responsive design
- Fast loading speeds
- A proper heading structure
- Schema markup (structured data)
- An XML sitemap
- SSL security (HTTPS)
- SEO-friendly URLs
- Well-written meta titles and descriptions
- Optimised images with alt text
I can't guarantee rankings (nobody honestly can), but a well-built site gives you the best starting point. See what's included or the prices.
Questions people ask
Why is SEO important for small businesses?
Most people start looking for a product or service with a search engine. If your business doesn't appear in the results, potential customers find your competitors instead. Unlike paid advertising, organic traffic from SEO doesn't cost you per click once you've earned it, so it keeps paying off. For local businesses in Wales, SEO helps you compete with larger companies by targeting location-specific searches like 'plumber Cardiff' or 'restaurant Swansea'.
What is the difference between SEO and PPC?
SEO focuses on earning organic (free) traffic by improving your website and content. PPC (pay-per-click) advertising, such as Google Ads, gives you immediate visibility but costs money for every click. SEO usually takes three to six months to show results but provides lasting value, while PPC stops working the moment you stop paying. Many businesses use both: PPC for immediate results while they build long-term SEO.
How long does SEO take to work?
SEO typically takes three to six months to show significant results, though it depends on your competition, your starting point and the effort you put in. New websites often take longer than established ones, and local SEO for less competitive terms can show results faster. SEO builds up over time: work you do today keeps helping you months and years later.
What are the main types of SEO?
The three main types are on-page SEO (your content, titles, meta descriptions and structure), technical SEO (site speed, mobile-friendliness, security and how easily search engines can crawl your site) and off-page SEO (building authority through backlinks and mentions). For local businesses there's also local SEO, which focuses on your Google Business Profile, local directory listings and location-specific content.
What is local SEO and why does it matter for Welsh businesses?
Local SEO improves your visibility for location-based searches like 'web designer Cardiff' or 'solicitor near me'. For Welsh businesses it matters because it reaches people in your service area who are actively looking for what you offer, and a large share of Google searches are for something nearby. The main parts are your Google Business Profile, local citations (business directory listings), reviews and location-specific content.
What are keywords and how do I choose them?
Keywords are the words and phrases people type into search engines. Choosing the right ones means understanding what your potential customers search for. Good keywords have a decent number of searches but aren't impossibly competitive. For a Cardiff plumber, 'emergency plumber Cardiff' may work better than just 'plumber'. Tools like Google Keyword Planner or Ubersuggest help you research keywords for your business.
What is a backlink and why do backlinks matter?
A backlink is a link from another website to yours. Google treats backlinks as votes of confidence: if reputable websites link to yours, it suggests your content is valuable and trustworthy. Quality matters more than quantity; one link from a respected industry website is worth more than dozens from low-quality sites. Earning links naturally by creating useful content is the safest long-term approach.
Can I do SEO myself or do I need a professional?
You can do basic SEO yourself, especially if you're a small business with limited competition. That includes writing good titles and descriptions, creating useful content, claiming your Google Business Profile and making sure your site works well on mobile. Competitive markets often need professional help with technical SEO, link building and more advanced work. Many businesses handle the basics themselves and bring in a professional for the strategic work.
How much does SEO cost in the UK?
UK SEO costs vary widely with scope and competition. Basic local SEO packages typically start around £300 to £500 a month, and full SEO for competitive markets can cost £1,000 to £3,000 or more a month. One-off SEO audits range from about £200 to £1,000. Be wary of very cheap SEO services (under £200 a month), as they often use tactics that can get your site penalised by Google.