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SEO: the guide for businesses that want to be found on Google

Simon Tern

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Simon Tern

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SEO means making it easier for Google, and for people, to find and understand your site. The goal is that more of the people looking for what you sell end up with you.

This page is a map. It explains the four parts of SEO briefly and points to the articles where each part is covered in depth. Start where it feels most relevant. Nobody reads everything in order, and that is fine.

Four parts of SEO

1. Technical. Can Google reach and understand the site? This is about speed, indexing and structure. Read Core Web Vitals: what they are and how to fix them. The basics are the sitemap, robots.txt, canonical tags and redirects.

2. Content and keywords. Does the page answer what someone is actually searching for? Start with keyword research and search intent: the four types. Group pages on the same subject into a topic cluster.

3. On-page. Titles, headings, meta descriptions, internal links and structured data. Small things that add up to a big difference in how the page is shown.

4. Trust. Why should Google trust you? It comes from E-E-A-T, mentions and links from other sites.

Measure what you do

SEO without measurement is guessing. Read how to measure SEO results for which metrics matter, where to find them and how to read them.

SEO alongside ads

Most businesses cannot get by on just one of the two. SEO or Google Ads? helps you choose. If you need the names straightened out, there is Google Ads or AdWords.

Local SEO

If your customers are in a particular area, partly different rules apply. Local SEO: get found in your city covers Google Business Profile, reviews and local pages.

More and more questions are answered by AI before anyone clicks. AI Overviews and SEO explains what is changing and what you can do right now.

Getting help

Thinking about bringing in a consultant? Read what an SEO consultant does, what an SEO consultant costs and consultant or agency.

Would you rather talk directly? Read about SEO as a service or get in touch.

Ready to take the next step?

Tell me where your digital strategy stands today and I will get back to you.

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