What is SEO? A Plain English Guide for Business Owners

SEO stands for search engine optimisation. It's the process of improving your website so it appears higher in Google search results. That's really all it is. The industry loves making it sound complicated, but the core concept is simple.

When someone types "plumber near me" or "best Italian restaurant Cornwall" into Google, the websites that appear didn't get there by accident. They either paid for ads (the results marked "Sponsored") or they've done SEO work to earn their organic position.

Why Does SEO Matter for Your Business?

Because that's how people find businesses now. Full stop.

Think about your own behaviour. Need a roofer? You Google it. Looking for a restaurant? You Google it. Want to compare products before buying? Google again. According to BrightLocal's research, 98% of consumers use the internet to find information about local businesses.

If your website doesn't appear in search results, you're invisible to these potential customers. They'll find your competitors instead. It's not about vanity or keeping up with trends. It's about being where your customers are already looking.

How Does Google Decide What Ranks First?

Google's algorithm considers hundreds of factors, but three matter most: relevance, quality, and user experience.

Relevance means your page actually answers what someone searched for. If they search "emergency plumber Truro," Google wants to show pages specifically about emergency plumbing services in Truro—not a general plumbing company based in London.

Quality signals tell Google your content is trustworthy. Other reputable websites linking to yours? That's a vote of confidence. Accurate, well-written content? Google can measure that too. The Google Search Quality Evaluator Guidelines emphasise expertise, experience, authoritativeness, and trustworthiness.

User experience covers how your site works. Does it load quickly? Is it easy to use on a phone? Do visitors stay and engage, or immediately leave? Google tracks all of this.

What's the Difference Between Organic and Paid Results?

Organic results are earned through SEO. Paid results are bought through advertising.

When you search on Google, the first few results often show "Sponsored" or "Ad" labels. Businesses pay every time someone clicks these. Below them sit the organic results—positions earned through SEO work, not advertising spend.

Both have value. Ads deliver immediate visibility. SEO builds lasting presence. Most successful businesses use both, but SEO provides better long-term return on investment because you're not paying for every single visitor.

Can You Do SEO Yourself?

Absolutely. Many business owners handle their own SEO successfully.

You don't need a computer science degree. The basics are learnable with free resources online. Our beginner's guide covers everything you need to get started, and free tools exist for keyword research, site audits, and tracking your progress.

That said, SEO takes time. If you'd rather focus on running your business, hiring help makes sense. Just make sure whoever you hire explains what they're doing. If they hide behind jargon or won't answer questions, find someone else.

How Long Does SEO Take to Work?

Expect 3-6 months for noticeable results. Some improvements happen faster, others take longer.

Quick wins exist. Fix technical problems and you might see improvements within weeks. But building real search visibility takes months of consistent effort. Google needs time to crawl your changes, test them against competitors, and adjust rankings accordingly.

Be suspicious of anyone promising instant results. Real SEO is a marathon, not a sprint. The good news? Unlike advertising, the benefits compound over time. Work you do now keeps paying dividends for years.

What Should You Do Next?

Start with a basic understanding of where you stand. Search for terms your customers might use and see where you appear. Check if your website works well on mobile. Look at your page loading speed using Google's PageSpeed Insights.

If you want to dive deeper, explore practical SEO improvement tips or learn about local SEO if you serve customers in a specific area. For the complete picture, read our SEO Fundamentals Guide.

Need professional help? Our SEO services focus on practical results for small businesses.