SEO — Search Engine Optimization

SEO stands for Search Engine Optimization. In practice, it means all the actions that help your website appear higher in Google search results. When someone types "plumber near me" or "best family lawyer" into Google, the search engine scans billions of pages in a fraction of a second and selects those that best answer the query. SEO is the way to make your site part of that selected group. It's not magic or a trick — it's systematic work to make your site valuable for users and understandable for Google's algorithms.

Google works like a giant library with a very smart librarian. First, Google's "robots" (called crawlers) scan the internet and collect information about all websites. Then these pages are cataloged (indexed) by topics and keywords. When you type a query, Google scans its catalog in a fraction of a second and selects pages that: • Best answer your question • Are credible and trustworthy • Load fast and work on mobile phones • Have valuable, unique content In 2026, Google uses advanced artificial intelligence that understands context and search intent — not just keywords, but what you're really looking for.

The statistics speak for themselves: over 70% of online purchases begin with a Google search. If your business isn't in the search results, for most potential customers you simply don't exist. But SEO isn't just about being visible. It's about being visible to the right people at the right time — when they're actively looking for the product or service you offer. This is the "warmest" traffic you can get. Unlike ads where you pay for every click, organic traffic from SEO is free. Once achieved, a position can bring customers for months, even years.

SEO is divided into two main areas: On-Page SEO is everything you do on your website: • Content and keyword optimization • Proper page titles and descriptions • Loading speed • Mobile responsiveness • Heading structure and internal linking Off-Page SEO is activities outside your website: • Getting links from other valuable sites • Building brand authority online • Media mentions and expert publications • Google reviews and ratings Both areas are equally important — the best results come from combining them.

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are the key criteria by which Google evaluates content quality. In practice, Google rewards: • Content written by experts with real experience • Sites with documented knowledge in their field • Brands with positive reputation and reviews • Transparent information about the company and authors In 2026, Google's AI increasingly recognizes authentic content from mass-generated AI content. Real expertise matters.

If your business serves customers in a specific location — restaurant, hair salon, law firm — local SEO is crucial for you. The foundation is Google Business Profile (formerly Google My Business). This free tool allows your business to appear in Google Maps and local search results. In 2026, local SEO is evolving toward "hyper-localization." It's no longer enough to be a "hairdresser in New York" — what matters is being the "best hairdresser in Brooklyn with availability this week." Google responds to increasingly specific queries.

This is the most frequently asked question and the answer is honest: SEO takes time. First effects usually appear after 3-6 months, and full results after 6-12 months of systematic work. Why so long? Google needs to "trust" your site. A new domain won't jump to the first page immediately — it must build history, earn links, prove value. But there's good news: unlike ads, SEO results compound. Over time, every new piece of content, every link, every optimization builds an increasingly stronger position. It's an investment that grows.

This isn't an "either/or" question — the best results come from combining both strategies. Google Ads (paid advertising): • Immediate effects — ads work right away • You pay for every click • When you stop paying, traffic disappears • Good for quick tests and seasonal campaigns SEO (organic positioning): • Effects appear after several months • Traffic is "free" (you only pay for specialist work) • Effects persist long after work ends • Builds long-term value and trust Best strategy? Start with Google Ads to quickly acquire first customers, while building SEO for the future.

SEO is constantly evolving. Here are the key trends defining positioning in 2026: 1. AI in search — Google increasingly shows AI-generated summaries. Content must be optimized to be a source for these answers. 2. Search Everywhere Optimization — SEO is no longer just about Google. People also search on YouTube, TikTok, Amazon, ChatGPT. Visibility must be everywhere. 3. Authenticity over AI-content — Google rewards original content created by experts. Mass-generated AI content loses. 4. Video SEO — video content is increasingly important. YouTube is the world's second-largest search engine. 5. User Experience — speed, mobility, intuitiveness. Sites that frustrate users drop in rankings.

Any business owner can implement SEO basics: • Set up and optimize Google Business Profile • Write valuable content answering customer questions • Ensure site speed and mobile version • Collect reviews from satisfied customers • Use Google Search Console for monitoring But advanced SEO — keyword strategy, link building, technical optimization — requires specialized knowledge and tools. Mistakes can be costly — poorly done SEO can even harm your site. Best approach? Understand the basics, but entrust advanced work to specialists who do it every day.