How SEO Works and How to Do It: A Guide for Business Owners

In today’s competitive digital landscape, Search Engine Optimisation (SEO) is essential for businesses looking to attract customers online. Whether you’re a local shop owner or an e-commerce entrepreneur, understanding how SEO works can significantly impact your business growth. Let’s break it down in simple terms so you can start improving your online presence.

What is SEO?

SEO, or Search Engine Optimisation, is the process of improving your website to rank higher in search engines like Google. The goal is to attract more organic (unpaid) traffic to your website by making it relevant, user-friendly, and easy for search engines to understand.

How SEO Works

Search engines like Google use complex algorithms to rank websites. Here are the three key components that influence how SEO works:

Crawling and Indexing
Search engines use bots (also called spiders) to crawl your website and collect information. They store this information in their index—a giant database of all websites.

Example: If your website has clear navigation and proper internal linking, it’s easier for search engines to crawl and index your content.

Relevance and Keywords
Search engines match user queries with the most relevant content. Keywords—specific words and phrases people search for—play a significant role here.

Tip: Use keywords naturally in your content, titles, and descriptions. For example, a Stoke-on-Trent bakery might use terms like “best bakery in Stoke” or “fresh bread near me.”

Rankings
Google uses over 200 factors to rank websites. These include content quality, user experience, mobile-friendliness, backlinks, and loading speed.

The Two Main Types of SEO

On-Page SEO
On-page SEO focuses on optimising elements on your website:

Content: Write high-quality, relevant content that answers user queries.
Keywords: Research and use relevant keywords strategically.
Meta Tags: Optimise your title tags, meta descriptions, and headers (H1, H2, etc.).
URL Structure: Use short, descriptive URLs (e.g., yoursite.com/best-cakes-stoke).

Example: Instead of a title like “Homepage,” use “Affordable Plumbing Services in Staffordshire.”

Off-Page SEO
Off-page SEO involves activities outside your website that improve its authority and reputation:

Backlinks: Get other reputable websites to link to yours.
Google My Business: Optimise your Google Business Profile to appear in local search results.
Social Signals: Share your content on social media to drive traffic and engagement.

Example: A local tradesman in Stoke might get backlinks by being featured on local business directories or collaborating with bloggers.

How to Do SEO for Your Business

Here’s a step-by-step guide to getting started:

1. Keyword Research

Use tools like Google Keyword Planner or Ubersuggest to find popular search terms in your industry.
Focus on local keywords if your business serves a specific area (e.g., “carpet cleaning in Newcastle-under-Lyme”).

2. Optimise Your Website

Ensure your website is mobile-friendly and loads quickly.
Add your primary keyword to the page title, meta description, and headers.
Include high-quality images with proper alt text.

3. Create Valuable Content

Write blogs, guides, or FAQs that answer your customers’ questions.

Example: A florist could write a blog titled “Top 5 Flowers for Weddings in Staffordshire.”

4. Get Listed Locally

Claim and optimise your Google Business Profile to appear in local searches and Google Maps.

Add your business address, phone number, website link, and hours of operation.
Encourage happy customers to leave reviews.

5. Build Backlinks

Partner with local businesses, join directories, or create shareable content to earn backlinks.

6. Track Your Progress

Use tools like Google Analytics or Ahrefs to monitor your website traffic and rankings.

Why SEO is Essential for Your Business

Increases Visibility: Higher rankings on Google mean more potential customers see your business.
Boosts Credibility: Appearing on the first page of search results builds trust.
Drives Local Traffic: For small businesses, local SEO helps you attract nearby customers.
Long-Term Investment: SEO efforts compound over time, delivering ongoing benefits.

Real-Life Example: Small Business Success with SEO

A small café in Staffordshire started optimising its website by targeting keywords like “best coffee shop in Staffordshire.” They also listed their business on Google Maps. Within six months, their website traffic doubled, and footfall increased by 40%.