Organic search: how it works and where to startOrganic search: how it works and where to start

Organic search, or SEO, is the art of appearing in Google's results without paying for ads. When someone searches for a service you offer, Google picks the pages that seem to answer best. SEO is about making sure yours is one of them. Here's how it works, without jargon, and where to start.Organic search,search, or SEO, is thethe art of appearing inin Google's results without payingpaying for ads. When someonesomeone searches for a serviceservice you offer, Google pickspicks the pages that seemseem to answer best. SEOSEO is about making suresure yours is one ofof them. Here's how itit works, without jargon, andand where to start.

At the top of the results, some lines say "Sponsored": those are ads, paid per click. The rest are organic results: nobody pays to be there, Google ranks them by relevance. Ads stop when the budget stops; organic search is built and it stays.At thethe top of the results,results, some lines say "Sponsored":"Sponsored": those are ads, paidpaid per click. The restrest are organic results: nobodynobody pays to be there,there, Google ranks them byby relevance. Ads stop whenwhen the budget stops; organicorganic search is built andand it stays.

Robots browse the web by following links, page to page. If no page leads to yours and Google doesn't know your sitemap, it can stay invisible.Robots browsebrowse the web by followingfollowing links, page to page.page. If no page leadsleads to yours and GoogleGoogle doesn't know your sitemap,sitemap, it can stay invisible.invisible.

Google reads each page it finds, understands what it's about and stores it in its index, a huge library. A blocked, slow or duplicate page may not get in.Google readsreads each page it finds,finds, understands what it's aboutabout and stores it inin its index, a hugehuge library. A blocked, slowslow or duplicate page maymay not get in.

For each search, Google picks the most useful pages from its index and orders them. It considers the meaning of the search, the page's quality, its reliability, and even the person's location. Google itself explains how search works.For eacheach search, Google picks thethe most useful pages fromfrom its index and ordersorders them. It considers thethe meaning of the search,search, the page's quality, itsits reliability, and even thethe person's location. Google itselfitself explains how search works.

A site Google can crawl and read: indexing allowed, clean URLs, speed, mobile version. It's the foundation, detailed in the technical SEO checklist.A sitesite Google can crawl andand read: indexing allowed, cleanclean URLs, speed, mobile version.version. It's the foundation, detaileddetailed in the technical SEO checklist..

Pages that truly answer your customers' questions, in the words they use. One page per service, clear copy, concrete answers. Google sums it up in its advice on creating helpful content.Pages thatthat truly answer your customers'customers' questions, in the wordswords they use. One pagepage per service, clear copy,copy, concrete answers. Google sumssums it up in itsits advice on creating helpful content..

Signs that your business exists and can be relied on: customer reviews, links from other sites, consistent information everywhere (name, address, phone), a complete legal notice.Signs thatthat your business exists andand can be relied on:on: customer reviews, links fromfrom other sites, consistent informationinformation everywhere (name, address, phone),phone), a complete legal notice.notice.

1. Check the technical base, and add the site to Search Console (on launch day).Check thethe technical base, and addadd the site to SearchSearch Console (on launch day).).
2. Create one page per service, with a title that says what you do and where.Create oneone page per service, withwith a title that sayssays what you do andand where.
3. Complete your Google Business Profile: category, area, hours, photos.Complete youryour Google Business Profile: category, area,area, hours, photos.
4. Ask happy customers for reviews, and reply to them.Ask happyhappy customers for reviews, andand reply to them.
5. Publish content regularly that answers the questions you get asked.Publish contentcontent regularly that answers thethe questions you get asked.asked.

Organic search takes time: Google has to discover the pages, test them, and your reputation builds over the months. The timeline depends on the competition for your searches and the work put in. Be wary of anyone promising a guaranteed first place: nobody controls Google's ranking.Organic searchsearch takes time: Google hashas to discover the pages,pages, test them, and youryour reputation builds over thethe months. The timeline dependsdepends on the competition forfor your searches and thethe work put in. BeBe wary of anyone promisingpromising a guaranteed first place:place: nobody controls Google's ranking.ranking.

Ads rent visibility. SEO builds it.Ads rentrent visibility. SEO builds it.it.

Start with what costs nothing and matters most: a healthy technical base, one clear page per service and a complete Google Business Profile. After that, content makes the difference over time. If your site already exists, my SEO optimisation service takes care of the base; SEO content takes over after that. And if you're building your site, the steps are in creating a professional website.Start withwith what costs nothing andand matters most: a healthyhealthy technical base, one clearclear page per service andand a complete Google BusinessBusiness Profile. After that, contentcontent makes the difference overover time. If your sitesite already exists, my SEO optimisation service takes care ofof the base; SEO content takestakes over after that. AndAnd if you're building youryour site, the steps areare in creating a professional website.