Key points at a glance
- SEO (search engine optimisation) makes your website appear high on Google for relevant search terms.
- The three pillars are content, technology and trust through mentions and links.
- Every important service needs its own page that answers a specific search query.
- SEO works long term: first results usually take a few months.
What is SEO?
SEO stands for search engine optimisation. It covers all measures that lead to your website being found on Google and other search engines for the terms your customers search for, without paying per click.
Why is SEO important for small businesses?
Many purchase decisions start with a search. Those who appear there are considered. SEO is particularly attractive for smaller businesses, because good rankings bring visitors over the long term without constantly using up an ad budget.
How do I find the right search terms?
- Collect customer language: How do your customers describe their problem and your service?
- Check search terms: Tools such as Google Search Console or keyword tools show what people search for.
- Understand search intent: Does someone want to learn, compare or buy directly?
- Assign: Every important search term gets a suitable page.
What makes good SEO content?
- A clear headline that contains the search term.
- A direct answer to the question behind the search, right at the start.
- Well-structured sections with subheadings.
- Helpful details, examples and frequently asked questions.
- Internal links to related pages on your website.
What technical basics does a website need?
- Fast loading times, especially on smartphones.
- A clean structure with descriptive URLs.
- Page titles and descriptions for every page.
- A sitemap and registration in Google Search Console.
- Structured data, for example for the company, services and FAQs.
What are backlinks and why do they matter?
Backlinks are links from other websites to yours. Search engines treat them as recommendations. Quality is what counts: a link from an industry association, a regional newspaper or a partner has more effect than many links from random sites. Bought links carry risks and should be avoided.
Conclusion
SEO is not rocket science, but it requires consistency. With suitable search terms, helpful content, a technically clean website and genuine recommendations from other sites, small and mid-sized businesses get found on Google too.
Frequently asked questions
AIMelanie Dincdemir
Marketing, digital business and business model development at Optivanta
This article is for general information only and does not constitute legal, tax or investment advice. It does not replace advice on your individual case. Despite careful research, we accept no liability for accuracy, completeness or timeliness; use is at your own risk. Articles bearing an author's name reflect that author's opinion. The provider of and party responsible for all content is Optivanta Solutions LLC. More in the imprint