You've probably heard the term "SEO" thrown around in marketing conversations. Maybe someone told you your website needs it, but you're not entirely sure what it means or why you should care. Let's fix that.
SEO in Plain Language
SEO stands for Search Engine Optimization. It's the process of improving your website so that it ranks higher in search engine results — primarily Google — when people search for products or services like yours.
When someone types "best coffee shop near me" or "plumber in Denver," Google decides which websites to show first. SEO is how you influence that decision in your favor.
How Does Google Decide What to Show?
Google uses hundreds of factors to rank websites, but for local businesses, a few things matter most:
- Relevance — Does your website content match what the person is searching for? - Authority — Do other websites link to yours? Do you have positive reviews? - Technical quality — Is your site fast, secure, mobile-friendly, and well-structured? - Location — For local searches, how close is your business to the person searching?
SEO is about optimizing for all of these factors so Google sees your site as the best answer to a searcher's question.
Why SEO Matters for Your Business
Free, Ongoing Traffic
Unlike paid ads, which stop working the moment you stop paying, SEO brings in traffic continuously. Once you rank well for a search term, you can receive visitors day after day without paying per click.
Customers with Intent
People who find you through search are actively looking for what you offer. They're not passively scrolling — they have a need and they're ready to act. That makes search traffic some of the highest-converting traffic you can get.
Local Visibility
For brick-and-mortar businesses, local SEO puts you on the map — literally. Showing up in Google's local pack (the map results with three businesses listed) can dramatically increase phone calls and visits.
Competitive Advantage
If your competitors are investing in SEO and you're not, they're capturing customers that could be yours. If they're not investing and you are, you have a massive opportunity to pull ahead.
Where to Start with SEO
You don't need to become an expert. Start with these basics:
1. Claim your Google Business Profile and fill it out completely. 2. Make sure your website is mobile-friendly and loads quickly. 3. Use relevant keywords naturally in your page titles, headings, and content. 4. Get listed in local directories with consistent business information. 5. Earn reviews from happy customers.
Want Professional SEO Help?
SEO is a long game, but the results are worth it. If you want expert help improving your search rankings, contact us for a free SEO consultation. We'll assess where you stand and build a plan to get you found by the right customers.