What is search engine optimization (SEO) and how does it work?

Look, I’ll be straight with you – SEO is basically just making Google like your website more than your competitor’s. That’s it. That’s the whole game.

But here’s the thing… it’s not as simple as it sounds.

Think of Google like that really picky friend who only recommends restaurants after checking 47 different review sites. Google’s doing the same thing with websites – checking hundreds of signals before deciding who shows up first when someone searches for, let’s say, “plumber near me.”

So how does this actually work? Three main ways:

**First, you gotta speak Google’s language.** This means using the actual words people type when they’re looking for your business. If you’re a dentist, you can’t just talk about “oral healthcare solutions” when everyone’s searching for “tooth pain help.” Use real words real people use. Put them in your titles, your headers, throughout your content. Not in a weird robotic way – just naturally.

**Second, your website needs to not suck.** I’m serious. If it takes 10 seconds to load, or looks like garbage on phones, or people can’t find your contact info… Google notices. They track when people immediately leave your site (they call it “bouncing” which sounds fun but isn’t). Fast site, easy to use, works on phones – this stuff matters more than you think.

**Third – and this is the big one – other websites need to vouch for you.** It’s like high school all over again. The popular kids (big, trusted websites) linking to you tells Google you’re legit. One link from your local newspaper? Worth more than 50 links from random blogs nobody’s heard of.

Here’s what most local businesses get wrong: they think SEO is some technical voodoo that only wizards understand. Nah. It’s mostly common sense:

– Write about what you actually do
– Answer questions your customers actually ask
– Make sure people can find your phone number without playing Where’s Waldo
– Get listed in local directories (Google My Business is huge for this)
– Ask happy customers to leave reviews

The truth? SEO takes time. Like, months. Sometimes a year. Anyone promising you #1 on Google next week is lying or doing shady stuff that’ll get you banned.

But here’s why it’s worth it – once you rank well, you’re basically getting free advertising 24/7. Someone searches for what you do at 2 AM? Your website’s there, working for you while you sleep.

My advice? Start simple. Fix the obvious stuff first. Make your site faster. Write some helpful content that actually answers questions. Claim your Google My Business listing if you haven’t already (seriously, do this today).

And remember – Google’s trying to show people the best, most helpful results. So be that. Be genuinely helpful, genuinely good at what you do, and let your website reflect that. The rankings will follow.

SEO isn’t magic. It’s just proving to Google that you’re the real deal. And if you actually are the real deal? The rest is just patience and persistence.