SEO in practice
SEO stands for Search Engine Optimization. It is the work needed so that Google understands what your website is about and shows it to people looking for exactly what you offer. It has three parts: the technical side (speed, structure, pages search engines can read), content (text that answers customers' real questions) and reputation (other websites and reviews that talk about you).
For a business, SEO brings visits from people who are already looking for a service, so the contacts are more targeted than with generic advertising. Unlike ads, the results do not switch off when you stop paying, but they come slowly: it usually takes months, not days.
An example: a physiotherapist creates one page for each treatment (back pain, knee rehabilitation, postural re-education) instead of a single «Services» page. Each page can rank for different searches and gives a precise answer to whoever lands on it. This is how we set up our websites, starting from the structure.
Common mistakes: repeating the keyword until the text is unreadable, copying descriptions from other sites, using the same title on every page, neglecting the phone version. If your customers are local, work on local SEO too; to help Google find every page, submit the sitemap and add structured data where it helps.
