When your customers search for a product or a service, Google is their first stop. Whoever ranks on page 1 gets the enquiries. Whoever sits on page 4 effectively doesn't exist. For small and mid-sized businesses, search engine optimisation is not a “nice to have” – it is the foundation for digital growth.
This article explains how SEO works (in other words, how you get found on Google), what you can do yourself and for free, and where professional help makes sense.
What SEO is – and what it isn't
SEO stands for Search Engine Optimization. It covers everything that helps your website appear as high as possible in the organic (non-paid) search results.
SEO is not:
- Paid Google ads (that would be Google Ads / SEA)
- Social media marketing
- A one-off task – SEO needs ongoing care
- A secret bag of tricks – Google systematically punishes manipulation
How does Google work?
Google sends automated programs (“crawlers”) through every site on the web, reads the content and stores it in a huge directory, the index. When someone enters a search query, Google calculates in milliseconds which pages match that query – and in which order they appear.
The exact algorithms are a trade secret. But it is well known what Google cares about:
- Relevance: does the content match the query?
- Authority: do other trusted sites link to you?
- User experience: does the page load fast and work on mobile?
- Freshness: is the content current and regularly maintained?
The three pillars of SEO
1. Technical SEO
The foundation. If you have technical problems, all your content work goes to waste. The key technical factors:
- Page speed: pages should load in under 3 seconds. Google measures this and takes it into account.
- Mobile optimisation: Google ranks pages based on their smartphone version (mobile-first indexing), and many local searches happen on the phone. A fast, mobile-friendly website is therefore a prerequisite.
- HTTPS: mandatory. Without an encrypted connection (SSL certificate), Chrome marks your site as “Not secure”.
- Clean URL structure: readable addresses like “/roofer-kiel” instead of “/page?id=247”.
- Sitemap and robots.txt: a table of contents for Google, and a file that tells search engines which areas to skip.
- Structured data: machine-readable information (schema markup) about reviews, opening hours or FAQs.
2. On-page optimisation
Everything that happens on your own website:
- Keyword research: which search terms (keywords) do your customers actually use? Not your jargon, their words.
- Title and meta description: the title and short description shown in the search results. They help decide whether someone clicks.
- Heading structure: one main heading (H1) per page, subheadings (H2, H3) to structure content. Google reads the hierarchy.
- Content quality: helpful, in-depth content does better than thin pages.
- Internal linking: linking related pages sensibly distributes “SEO value” and helps visitors.
- Image optimisation: alt text (short image descriptions for Google and screen readers), compressed files, descriptive file names.
3. Off-page SEO (backlinks)
Links from other websites to yours (backlinks) are strong trust signals for Google. The more high-quality sites link to you, the more authority you gain in the eyes of the algorithm.
- Industry directories (often underestimated)
- Local press and media
- Guest articles on industry blogs
- Partnerships with complementary businesses
- Customer reviews on Google, Yelp, Trustpilot
Local SEO for regional businesses
If you mainly serve customers from your region, local SEO – optimising for searches with a location – is the natural place to start. For searches like “electrician Kiel” or “tax advisor Lübeck”, Google shows local results with a map first – often above the organic results.
At the centre is the Google Business Profile – the listing with map, opening hours and stars. Fully filled out, with photos, replies to reviews and regular posts, this free listing often brings noticeably more enquiries.
- Fully complete your Google Business Profile and have it verified
- NAP consistency: name, address, phone identical everywhere
- Weave local search terms with place names into page titles, copy and URLs
- Actively ask for customer reviews and reply to them in a friendly way
- Listings in local directories (Yelp, Yellow Pages, industry guides)
Getting found on Google for free
These three steps are free and help you get found on Google.
Step 1: Create your Google Business Profile
This is the listing with map, opening hours and stars that appears in local searches. You create it at google.com/business, have it verified and fill in category, services, opening hours and photos.
Step 2: Set up Google Search Console
Google's free tool shows you which searches your website appears for, how often it is clicked and whether your pages are indexed, i.e. included in Google's index.
Step 3: Submit your sitemap
The sitemap is the table of contents for Google. Many website systems generate it automatically, often at your-domain.com/sitemap.xml. You submit this address in Search Console under “Sitemaps” so Google finds new pages more reliably.
Free does not mean effortless: setting things up takes a few hours, and afterwards it needs regular care. If you don't have time for that, I take care of it as part of my ongoing SEO management.
SEO tips for small businesses
Further basics you can handle yourself:
- Keep your Google Business Profile up to date: photos, posts, opening hours
- Add alt text to images
- Adjust page titles and descriptions (usually directly in your CMS, the system you use to maintain your website yourself)
- Regularly publish new content that answers real customer questions
- Ask satisfied customers for a Google review, e.g. with a link after the job is done
To be honest: for technical SEO, keyword research, link building and ongoing analysis, many businesses lack the time and experience. This is where I recommend professional SEO support – mistakes, for example during a website move, quickly cost visibility.
Realistic expectations: when do you see results?
SEO is not a quick fix. First measurable effects typically appear after 3 to 6 months. Significant improvements on highly competitive search terms often take 6 to 12 months. That sounds long – but the effect lasts, unlike paid ads that stop the moment you stop paying.
Beware of providers promising “page 1 on Google in 4 weeks”. That is either a lie or refers to paid ads. Real SEO needs time – and patience.
SEO checklist for SMBs – ready to apply
- Google Business Profile created and fully filled in?
- Every page has a unique title (50–60 chars) and meta description (150–160 chars)?
- Each page has exactly one H1 heading?
- Site loads in under 3 seconds? (Test with PageSpeed Insights at pagespeed.web.dev)
- Site works on smartphones? (Test the mobile view with PageSpeed Insights or Lighthouse, the testing tool built into Chrome)
- HTTPS active (no “Not secure” warning in Chrome)?
- All images have alt text?
- Contact details (name, address, phone) identical on website and Google Business Profile?
- Imprint and privacy policy in place? (More on this: GDPR pitfalls on websites)
- Google Search Console set up and sitemap submitted?
Conclusion
SEO is no magic – but it requires method, patience and continuous work. For small and mid-sized businesses, visibility in Google's unpaid results is an investment with a long-lasting effect. The alternative – constantly spending more on paid ads – works, but stays expensive forever.
If you are looking for someone who looks after your SEO transparently, delivers understandable reports and makes no empty promises: get in touch with me.