What is SEO?
SEO stands for search engine optimisation. In plain terms, it’s helping search engines understand your website and see it as a relevant, trustworthy answer to what people search for, such as “web design Stroud”, “emergency plumber Gloucester” or “wedding photographer Cotswolds”. It’s made up of four things:- Content: what your pages say and how well they answer questions.
- On-page structure: headings, page titles, descriptions and internal links.
- Technical health: speed, mobile-friendliness and security.
- Reputation: reviews, links and mentions from other websites.
Does SEO still matter now people use AI search?
More than ever. AI tools such as Google’s AI Overviews, ChatGPT and Perplexity build their answers from websites they can find and understand. Optimising so these tools can quote you is sometimes called AEO (answer engine optimisation). It rests on the same foundations as good SEO: clear pages that answer specific questions directly, accurate business information, structured data, and a strong reputation. If your site is invisible to Google, it’s very likely invisible to AI answers too.Do all small businesses need SEO?
If you’re fully booked through word of mouth, or sell only through closed networks, SEO is less urgent. For almost everyone else, search is one of the main ways new customers find a local business, and if you’re not visible, your competitors get those enquiries.What is local SEO, and why is it the biggest opportunity?
Local SEO targets searches with a location in them, like “hairdresser near me” or “accountant Cirencester”. You don’t need to beat national companies; you just need to be one of the best options in your area. It usually involves:- completing and updating your Google Business Profile
- keeping your business name, address and phone number identical everywhere online
- collecting and replying to Google reviews
- creating pages for the specific towns and services you cover
- getting listed in reputable local directories and earning links from local partners
How long does SEO take to work?
It depends on your competition and starting point, but as a rough guide:- 3–6 months: first signs of improvement
- 6–12+ months: stronger, more stable rankings
How much does SEO cost in the UK?
- One-off SEO setup or audit: from a few hundred pounds
- Ongoing monthly SEO for a local business: roughly £150–£800+ a month, depending on scope and competition
- DIY: free, apart from your time
What are the three pillars of SEO?
1. On-page SEO: “What is this page about?”
One clear topic per page, descriptive headings, natural use of the words customers search for, written page titles and meta descriptions, internal links and image alt text.2. Technical SEO: “Can search engines read this site?”
Fast loading, mobile-friendly design, HTTPS, clean URLs, an XML sitemap and structured data (schema).3. Off-page SEO: “Do others trust this business?”
Reviews, links from other reputable websites, and mentions of your business online.Five SEO steps you can take today
- Complete your Google Business Profile. Add accurate details, opening hours, services and photos, then ask happy customers for reviews and reply to every one.
- Give each service its own page. One page per main service ranks for far more searches than a single “Services” page.
- Add location pages for the towns you genuinely serve.
- Improve speed and mobile experience. Compress images, remove unused plugins and test on your phone.
- Answer customer questions. Write posts that directly answer the questions customers ask you every week, starting each with a short, clear answer.
