If you run a business, you have probably been told you need “better SEO” — usually by someone trying to sell it to you. But the jargon is doing a lot of hiding. Strip it back and search engine optimisation is simply the work of helping the right people find you on Google when they go looking. Here are the terms worth knowing, in plain English.
Keywords and search intent
A keyword is just the phrase someone types into Google — “emergency plumber Inverness”, say, or “gluten-free bakery near me”. What matters more than the exact words is the intent behind them. Someone searching “how to unblock a sink” wants advice; someone searching “plumber near me” wants to book. Good SEO means matching the pages on your site to what people are actually trying to do.
On-page basics
Most of SEO is unglamorous housekeeping on your own website:
- Title tag — the clickable headline that shows in Google results. Make it clear and specific to the page.
- Meta description — the grey summary line underneath. It doesn’t affect ranking directly, but a good one wins the click.
- Headings — using proper H1/H2 tags so both readers and Google can follow the structure.
- Alt text — a short description of each image, which helps accessibility and search alike.
None of this is difficult. It just has to be done deliberately, page by page.
Your Google Business Profile
For most local businesses, this is the single highest-return job on the list. Your free Google Business Profile is what puts you on the map — literally — when someone searches nearby. Claim it, fill in every field, add real photos, and keep your opening hours honest. It often does more than months of other work.
Where to start
You do not need to become an SEO expert. You need the basics done properly and consistently. Sort your Google Business Profile, tidy your titles and descriptions, and make sure every page answers a real question a customer might ask. If that already sounds like more than you have time for, that is exactly the kind of thing a local specialist can pick up for you.