What Is SEO and Why Should You Care?
SEO stands for Search Engine Optimisation. Think of it as making your website more attractive to Google so it shows up when people search for what you offer.
Here’s why it matters: 73% of people never scroll past the first page of Google results. If you’re not on that first page, you’re invisible to most potential customers.
The best part? Unlike paid adverts, SEO traffic is free once you start ranking. It’s like having a salesperson working 24/7 without a salary.
The New Reality: AI Is Changing How People Find Information
Here’s something crucial that many founders miss: search is evolving beyond Google.
Millions of people now use AI tools like ChatGPT, Claude, and Perplexity to find information instead of traditional search engines. When someone asks an AI “What’s the best marketing agency in Manchester?” or “How do I choose accounting software?”, these AI tools need to pull information from somewhere—and that somewhere is often websites like yours.
This changes everything about SEO.
Why this matters for your business:
- AI tools are becoming the first stop for research and recommendations
- These tools often cite and link back to authoritative sources
- Being featured in AI responses can drive highly qualified traffic
- The rules for AI optimisation overlap with good SEO but have important differences
Step 1: Understand How People Search for Your Business
Before you OPtimise anything, you need to know what words people type into Google when looking for your product or service.
What to do:
- Write down 10-15 words or phrases your customers might search for
- Ask your existing customers: “What did you Google to find solutions like ours?”
- Check what your competitors are ranking for (we’ll cover this in Step 2)
Example: If you run a local bakery, people might search for:
- “birthday cakes near me”
- “custom wedding cakes [your city]”
- “fresh bread bakery”
- “gluten-free pastries”
Step 2: Research Your Keywords (The Right Way)
Keywords are the search terms you want to rank for. But not all keywords are worth chasing.
Traditional tools for keyword research:
- Google Keyword Planner (free with Google Ads account)
- Answer The Public (shows you questions people ask)
- Google’s “People also ask” section (appears in search results)
Using AI for keyword research:
AI tools like ChatGPT, Claude, and Perplexity can supercharge your keyword research by helping you think like your customers and uncover search terms you might miss.
AI tools for SEO research:
- ChatGPT or Claude – Brainstorm keywords and content ideas
- Perplexity – Research what questions people are asking about your industry
- Google Gemini – Generate keyword variations and search intent analysis
- AI-powered SEO tools – Semrush, Ahrefs (premium tools with AI features)
How to use AI for keyword research:
Step 1: Customer persona analysis Ask AI to help you understand different customer types and how they might search.
Step 2: Keyword brainstorming Use AI to generate keyword variations you might not think of.
Step 3: Search intent analysis Ask AI to explain what people really want when they search for specific terms.
Step 4: Content gap identification Get AI to suggest topics your competitors might be missing.
AI Keyword Research Prompt Template:
I run a [your business type] in [your location] that [what you do/sell].
My ideal customers are [describe your customers - age, income, problems they face].
Please help me with keyword research by: 1. Listing 20 different ways my ideal customers might search for solutions like mine on Google 2. Including both short keywords (1-2 words) and long-tail keywords (3-5 words) 3. Categorising these keywords by search intent: - Informational (learning/research) - Commercial (comparing options) - Transactional (ready to buy) - Local (if applicable) 4. For each keyword category, suggest 3 blog post topics that would rank well and help convert visitors to customers 5. Identify 5 questions my customers frequently ask that my competitors probably aren't answering well Please format this as a clear action plan I can follow.
What makes a good keyword:
- People actually search for it (at least 100 searches per month)
- It’s relevant to your business
- It’s not impossibly competitive (avoid terms like “insurance” or “loans”)
Pro tip: Target “long-tail keywords” (3-4 word phrases) instead of single words. “Best pizza downtown Manchester” is easier to rank for than just “pizza.”
AI optimisation bonus: Include natural question-and-answer formats in your content. AI tools love clear, direct answers to specific questions. When you write “The best time to start SEO for a new business is within the first 30 days of launch because…” you’re creating content that both Google and AI tools can easily understand and cite.
Step 3: Create Content That Answers Real Questions (The Foundation of Modern SEO)
This is where SEO has fundamentally changed. Google rewards websites that solve people’s problems, but now AI tools are also looking for authoritative, well-structured answers to recommend to users.
Why content is now more important than ever:
- AI tools need quality sources to draw from
- Google’s algorithms increasingly prioritise helpful, comprehensive content
- Both human readers and AI systems can identify thin, unhelpful content
- Technical SEO tricks matter less if your content isn’t genuinely valuable
The modern content formula:
- Pick one main keyword per page
- Answer the question completely and helpfully
- Include supporting evidence, examples, and data
- Write in clear, structured formats that both humans and AI can parse
- Make it longer than your competitors (aim for 1,500+ words for important pages)
- Include related topics people also care about
Writing for both humans and AI:
- Start with a clear, direct answer to the main question
- Use structured formatting (headings, bullet points, numbered lists)
- Include specific examples and case studies
- Cite credible sources when making claims
- Write naturally but comprehensively
Example blog post ideas:
- “Complete Guide to [Your Service] in [Your City]”
- “10 Common Mistakes When [Doing What Your Product Helps With]”
- “How to Choose the Right [Your Product Category]: A Step-by-Step Guide”
- “What Does [Industry Term] Actually Mean? A Plain English Explanation”
Writing tips:
- Write like you’re explaining to a friend, not a textbook
- Use short paragraphs (2-3 sentences max)
- Include examples and stories
- Break up text with headings and bullet points
- Answer follow-up questions people might have
- Define technical terms clearly
Step 4: Optimise Your Website Pages
Every page on your website should be Optimised for search engines. Here’s what to focus on:
Page Titles (Most Important)
Your page title appears as the blue clickable link in Google results. Make it compelling and include your main keyword.
Good: “Best Wedding Photography in Denver | [Your Business Name]”
Bad: “Home | Photography Services | [Your Business Name]”
Meta Descriptions
This is the small text under your title in Google results. It doesn’t directly help rankings, but it affects whether people click on your result.
Good: “Award-winning wedding photographer in Denver with 10+ years experience. View our portfolio and book your consultation today.”
Bad: “We offer photography services for various events and occasions in the Denver area.”
Headings (H1, H2, H3)
Use headings to organize your content. Include your main keyword in your H1 (main heading) and related keywords in H2s and H3s.
URL Structure
Keep URLs short and descriptive. Include your main keyword if possible.
Good: yoursite.com/wedding-photography-denver
Bad: yoursite.com/services/page1?id=12345
Step 5: Build Authority Through Backlinks
Backlinks are when other websites link to yours. Google sees this as a vote of confidence in your content.
How to get quality backlinks:
- Guest posting: Write articles for industry blogs and include a link back to your site
- Local partnerships: Partner with complementary local businesses for mutual linking
- Press coverage: Get featured in local news or industry publications
- Create shareable content: Infographics, research studies, or helpful guides others want to reference
- Directory listings: Get listed in relevant industry directories
Quality over quantity: One link from a respected industry website is worth more than 100 links from random blogs.
Step 6: Claim and OPtimise Your Google Business Profile
If you have a physical location or serve local customers, this is crucial for appearing in “near me” searches.
Steps to OPtimise:
- Claim your Google Business Profile (formerly Google My Business)
- Fill out every section completely
- Add high-quality photos of your business, products, and team
- Encourage satisfied customers to leave reviews
- Respond to all reviews (positive and negative)
- Post regular updates about your business
Local SEO bonus: Include your city name in your website content and page titles for location-specific searches.
Step 7: Make Your Website Fast and Mobile-Friendly
- Use Google PageSpeed Insights (free tool)
- Aim for a score above 80
- Compress large images before uploading
- Use a reliable web hosting service
- Remove unnecessary plugins or widgets
- Enable browser caching (ask your web developer)
- Text is readable without zooming
- Buttons are large enough to tap easily
- Pages load quickly on mobile
- Navigation works with thumb taps
Step 8: Track Your Progress
You can’t improve what you don’t measure. Set up these free tracking tools:
Google Analytics
Shows you how many people visit your site and what they do there.
Key metrics to watch:
- Organic traffic (visitors from Google)
- Bounce rate (people who leave immediately)
- Pages per session (how many pages people view)
- Conversion rate (visitors who become customers)
Google Search Console
Shows you which keywords you’re ranking for and how often people click on your results.
Key metrics to watch:
- Average position for your target keywords
- Click-through rate (how often people click when they see you in results)
- Which pages get the most traffic from Google
Step 9: Create a Monthly SEO Routine
SEO isn’t a one-time task, and with AI changing the landscape, consistent content creation is more important than ever. Here’s what to do each month:
Week 1: Content Creation (Your Top Priority)
- Publish 1-2 new blog posts or update existing pages
- Use AI to brainstorm content ideas based on trending topics in your industry
- Focus on topics your customers are asking about
- Ensure each piece thoroughly answers its target question
- Write with both human readers and AI citation in mind
Based on my business [describe your business], create a content calendar for this month with: 1. 4 blog post topics that address common customer questions 2. 2 topics that showcase our expertise 3. 1 topic that addresses current industry trends 4. For each topic, provide the target keyword and 3-5 subtopics to cover 5. Suggest internal linking opportunities between these posts
- Check site speed and fix any issues
- Look for broken links and fix them
- Make sure all pages are loading properly
- Ensure your site structure is logical and crawlable
- Reach out to potential partners for backlink opportunities
- Submit your content to relevant online communities
- Update your business listings and directories
- Engage with industry discussions where you can add value
- Review your Google Analytics and Search Console data
- Identify which keywords are improving
- Monitor if your content is being cited or referenced elsewhere
- Plan next month’s content based on what’s working
How to Use AI as Your SEO Assistant
AI can dramatically speed up your SEO work and help you discover opportunities you’d miss on your own. Here’s how to make AI tools work for you:
Content creation and optimisation:
- Generate blog post outlines based on target keywords
- Create meta descriptions and title tags
- Suggest internal linking opportunities
- Analyse competitor content and identify gaps
- Rewrite existing content to be more comprehensive
Keyword and topic research:
- Brainstorm keyword variations
- Understand search intent behind different queries
- Generate content ideas based on trending topics
- Identify long-tail keywords your competitors miss
- Analyse seasonal trends and opportunities
Technical SEO support:
- Generate schema markup code
- Create XML sitemap structures
- Write robots.txt files
- Suggest site structure improvements
Content gap analysis: Ask AI to analyse your competitors’ content and identify what they’re missing.
Useful AI prompts for ongoing SEO:
For competitor analysis:
I want to outrank [competitor website] for [target keyword]. Analyse what type of content performs well for this keyword and suggest 5 ways I could create more comprehensive, valuable content on this topic.
For content optimisation:
I've written this blog post about [topic]. Please suggest:
1. 5 related keywords to naturally include
2. 3 internal linking opportunities
3. Sections that could be expanded for better depth
4. Questions readers might have that I haven't answered
For local SEO:
I run a [business type] in [location]. What local SEO opportunities am I likely missing? Include local keywords, directory listings, and content ideas that would help me rank for "[service] near me" searches.
Common SEO Mistakes to Avoid
- Keyword stuffing: Don’t cram your keyword into every sentence. Write naturally.
- Ignoring mobile users: Over 60% of searches happen on mobile devices.
- Buying cheap backlinks: Google will penalize you for spammy links.
- Expecting overnight results: SEO typically takes 3-6 months to show significant results.
- Optimizing for search engines instead of people: Write for humans first, search engines second.
- Neglecting local SEO: If you serve local customers, OPtimise for local searches.
- Not having a blog: Fresh content signals to Google that your site is active and relevant.
When to Consider Hiring Help
You might want to hire an SEO professional or agency if:
- You’re spending more than 10 hours per week on SEO
- Your competitors are consistently outranking you
- Technical issues keep arising that you can’t fix
- You want to scale faster than you can handle alone
Red flags when hiring:
- Promises of #1 rankings in 30 days
- Won’t explain their methods
- Focuses only on rankings, not business results
- Asks for access to change your website without explanation
Your SEO Action Plan
This week:
- Set up Google Analytics and Search Console
- Research 10 keywords your customers might use
- Optimise your homepage title and meta description
- Claim your Google Business Profile
This month:
- Create your first SEO-OPtimised blog post
- Audit your website for speed and mobile-friendliness
- Reach out to 5 potential backlink partners
- Set up monthly tracking and reporting
Ongoing:
- Publish helpful content consistently
- Monitor your rankings and traffic
- Build relationships for natural link opportunities
- Stay updated on major Google algorithm changes
The Bottom Line
SEO isn’t rocket science, but it does require patience and consistency. Focus on creating genuinely helpful content for your customers, make sure your website works well, and build relationships in your industry.
Remember: Google’s goal is to show people the most helpful results for their searches. If you focus on being genuinely helpful to your customers, the rankings will follow.
The founders who succeed with SEO aren’t necessarily the most technical—they’re the ones who understand their customers best and consistently provide value. Start with the basics in this guide, be patient with the process, and adjust your strategy based on what the data tells you.
Your future customers are searching for what you offer right now. Make sure they can find you.
