Search Engine Optimisation (SEO) is one of those marketing buzzwords that gets thrown around a lot, often without a real understanding of what it actually involves. For many small business owners, SEO still sounds like something you do once by “adding some keywords to a web page.” If only it were that simple.
The truth is, SEO is a strategic, multi-layered process. It’s about making your website the best possible answer to a user’s question, in the eyes of a search engine. That involves technical structure, content quality, user experience, and digital reputation—not just keywords. And most importantly, SEO isn’t a “quick win.” It’s a long-term investment that takes time, consistency, and patience.
Myth Busting on SEO
Let’s tackle the myth head-on. Yes, keywords are important—but they are only one small part of the overall SEO picture. Years ago, search engines could be tricked by keyword stuffing: repeating the same phrases over and over in the hope of rising in the rankings. Now, search engines like Google are far more sophisticated. They use natural language processing, AI, and machine learning to understand context, intent, and semantic meaning. In other words, they don’t just look for what words are used, but how they are used, and whether the content actually helps the reader. A page filled with keywords but no value? That won’t fly. Instead, effective SEO today means creating content that’s genuinely useful, easy to understand, and matches what people are actually searching for—and then supporting that content with technical and off-page factors.
On Page SEO: More Than Just Keywords
On-page SEO refers to everything you can do on your website to help it rank higher and perform better in search results. It’s your first line of defence against being invisible online. It includes:
- Creating high-quality, relevant content that answers real questions your audience is asking
- Using keywords strategically in page titles, meta descriptions, headings, URLs, and throughout your content
- Including related terms and synonyms to show depth, rather than repeating the same words
- Ensuring fast-loading pages and mobile responsiveness for a smooth user experience
- Structuring your site for easy navigation with clear menus and internal links
- Adding alt text to images and using schema markup to improve accessibility and help search engines understand your content
- Securing your site with HTTPS and submitting updated sitemaps to keep search engines informed
Off Page SEO: More Than Just Keywords
Once your website is in good shape, off-page SEO helps build your site’s authority and reputation across the wider internet. This isn’t about what’s on your website, but rather how others view and interact with it. Off-page SEO includes:
- Earning backlinks from trusted and relevant websites through guest blogging, PR efforts, and content collaborations
- Building a presence on social media platforms to encourage engagement and traffic, even if social signals aren’t direct ranking factors
- Registering and maintaining accurate listings in online directories, especially for local SEO (Google Business Profile, Yelp, etc.)
- Gathering and responding to customer reviews, which influence both trust and search visibility
- Encouraging brand mentions across blogs, forums, podcasts, and media—even unlinked mentions contribute to your digital presence
No Quick Fixs or Overnight Success
One of the hardest truths to accept about SEO is that it’s not instant. Unlike paid ads, where you might get clicks the same day, SEO takes time to build momentum. In many cases, it can take six to twelve months to start seeing significant results, especially if your website is new or in a competitive space. But once your SEO gains traction, the results compound. Unlike ads that stop when your budget does, organic rankings continue to deliver traffic over time. You’re building a long-term asset, not just chasing quick wins.
If you’re hoping SEO will be a magic wand that brings in leads overnight, you’ll be disappointed. But if you’re looking for a steady, trustworthy stream of targeted visitors, SEO is one of the best investments you can make in your business. Think of it like training for a marathon. It takes planning, patience, and regular effort—but once you’re in stride, the rewards are huge.
SEO is a Journey
So, the next time someone offers you a one-time “SEO boost” or promises page-one rankings in a week, take a step back. Real SEO is a journey, not a trick.
Need help with your SEO? We offer monthly support packages that focus on real, consistent SEO work, not gimmicks. From technical audits and content creation to backlinks and local SEO, we help you build a sustainable online presence that grows over time. Reach out and discover how we could support you on your SEO journey.
Over the last thirty years Elizabeth has start up and run a number of successful businesses in a variety of industries including events management, restaurant, webdesign, business training and gardening! This has led to extensive knowledge of business startup, management and marketing.
She is also a qualified and experienced business and life coach with a passion for supporting small business owners. In addition to all of this she is an experienced and qualified further education lecturer, having taught face to face courses and workshops across England, as well as a range of online courses in a range of business and marketing topics .