You know your ideal customer now (that was Part 2). So picture this: that exact person has the problem you solve, pulls out their phone, and types it into Google. The question that decides whether you grow is simple — do they find you, or do they find your competitor?
Showing up in those searches is SEO (Search Engine Optimisation), and it’s one of the most valuable marketing channels there is — because the person is already looking for you. Let me demystify how to get found.
📢 This is Part 3 of my “Get Customers Online” series. A 10-part, plain-English guide to digital marketing for business owners. You can see every part of the series here — bookmark it and follow along.
Why SEO is such a good deal
Most marketing interrupts people. SEO does the opposite — it puts you in front of someone at the precise moment they’re already searching for what you offer. That’s the highest-intent traffic you can get. And unlike ads, you don’t pay per click; once you rank well, the visitors keep coming. It takes patience to build, but it compounds into an asset that works for you around the clock.
It starts with keywords (a.k.a. customer intent)
“Keywords” just means the words your customers actually type. Your job is to figure out those phrases and make sure your site clearly matches them. The magic is in matching intent:
| What they type | What they really want |
|---|---|
| “emergency plumber near me” | Ready to hire now — high intent |
| “how to fix a dripping tap” | Researching — maybe a future customer |
| “best plumber in [town]” | Comparing options — close to buying |
Build pages that target the phrases your buyers use, not just curious researchers. A dedicated, well-written page for each core service (remember site structure from my WordPress series) usually beats one vague “what we do” page.
The three pillars of SEO
Strip away the jargon and SEO rests on three things:
- 1. Relevant content — pages that genuinely answer what people search for, using their words. This is the biggest lever, and it’s mostly within your control.
- 2. A healthy website — fast, secure, mobile-friendly, with clean structure and tidy URLs. Google favours sites that give visitors a good experience.
- 3. Authority (backlinks) — other reputable websites linking to you act like votes of confidence. Quality matters far more than quantity.
If you run a WordPress site, the technical groundwork is refreshingly doable — I walked through the exact settings in my WordPress SEO Basics guide. Get those right, then focus your energy on great content.
Don’t forget local SEO
If you serve a local area, this is often your fastest win. Claim your free Google Business Profile, keep your name, address, and phone number identical everywhere online, and gather genuine reviews. That’s what puts you in the map results when someone searches “near me” — frequently more valuable than ranking nationally.
⚠️ SEO is a marathon, and beware anyone promising “page 1 overnight.” Real SEO takes weeks to months to build — and that’s normal. Anyone guaranteeing instant rankings is usually selling shortcuts that get sites penalised. Slow, steady, honest SEO wins; quick tricks eventually blow up.
🚀 Your action this week: Type the searches your customers would use into Google and see who shows up. Then claim (or polish) your free Google Business Profile. Those two steps cost nothing and start moving you onto the map — literally.
What’s next in the series
SEO is the patient, long-game route to the top of Google. But what if you want to be there today? In Part 4, I’ll cover Google Ads — how to buy your way to the top without wasting money. Follow the full series here.
Want to actually rank for the searches your customers are typing — with SEO that brings real enquiries, not empty promises? That’s a core part of what I do. See how I can help with SEO — or just reach out and say hi.
