"We need to show up on Google." It's one of the sentences we hear most from SMEs. Right after comes the doubt: what does that involve, how much does it cost and how long does it take?
SEO (search engine optimisation) has a reputation for being technical and mysterious. There is a technical side, yes — but for most SMEs, what makes the difference is much simpler than it looks.
What SEO is, in simple terms
SEO is the work of making the company's website appear when someone searches Google for what the company sells. It isn't about tricking Google, it's about clearly showing it that the site is the best answer to a specific search.
Unlike ads, SEO doesn't disappear when you stop paying. It's an asset that accumulates — and which therefore requires patience and continuity.
The essentials an SME needs
One page per service. Google shows pages, not companies. If someone searches "accounting for restaurants in Leeds" and the site only has a generic services page, it will hardly appear. A well-structured company website is the starting point of any SEO.
Clear titles and descriptions. Each page should have a title that says exactly what it offers and a description that invites the click. That's what appears in Google's results.
Google Business Profile. For businesses with local clients, the Google profile (with address, opening hours, photos and reviews) is often more important than the website itself.
Content that answers real questions. Articles answering the questions clients ask before buying attract qualified visits and show expertise.
A fast, mobile-friendly site. User experience counts for Google and, above all, it counts for the people visiting.
What to expect — and when
| Period | What usually happens |
|---|---|
| Months 1 to 3 | Structure fixed, pages created, first positions in local searches |
| Months 4 to 6 | Gradual growth in visits and first relevant searches |
| Months 7 to 12 | More consistent visits and enquiries from organic search |
These timelines vary by industry and competition, but one thing is constant: SEO doesn't work as a one-off action.
Common mistakes to avoid
Repeating keywords until the text becomes unreadable. Creating dozens of near-identical pages. Rebuilding the whole site without taking care of old links. Expecting results in two weeks and giving up after two months.
SEO and content go together
SEO provides structure; content gives Google and people reasons to come back. But content without strategy rarely converts — which is what we explain in why your company's content doesn't convert.
For an SME, the essentials of SEO fit in one sentence: the right pages, clear information and continuity.