Be honest: how often do you venture onto the second or even third page of Google? It’s a wasteland for many users — most wouldn’t dare to explore it. Hubspot data shows a staggering 75% of users stick to the first page. So, if your business isn’t ranking there, you’re missing out on crucial traffic.
Paid ads aren’t the answer either. With 80% of users actively avoiding them, relying solely on ads leaves a massive gap in your reach.
Without a strong search ranking, your business will struggle to be seen. What’s the solution? Search Engine Optimisation (SEO). By optimising your website and content, you can earn your spot on that coveted first page, attract more traffic, and ultimately drive more revenue.
However, SEO isn’t something you can do once and forget about — it needs continuous attention to keep your rankings climbing.
This article dives into five essential SEO tasks businesses should prioritise to climb up the search engine ranks.
Uncover hidden keywords
Think you know exactly how people search for your business? Free keyword research tools can reveal how people actually search for your products or services. Don’t be surprised if some terms are unexpected. Longtail keywords can be brilliant for driving targeted traffic — often with lower competition than popular terms.
Focus on value
That being said, it’s not just about keywords anymore. Google rewards businesses and websites that are genuinely knowledgeable and trustworthy in their niche, rather than those solely focused on SEO tricks. For example, if you sell running shoes, showcase your expertise in cushioning, heel drops, toe boxes, and materials on your site, instead of worrying about whether people search for “running shoes” or “running trainers” more. Google now values websites that demonstrate real expertise, rather than those just cramming in keywords.
Improve your local visibility
Keep your Google My Business profile active and make sure your profile is always up-to-date with the latest details like business hours, contact information, and the areas you serve. Encourage contented customers to leave positive reviews — good reviews help build trust and boost your local search rankings. And remember, responding to all reviews (especially the negative ones) shows that you care about customer feedback.
You should also show off your services in different areas with dedicated pages on your website. For example, you could have pages like “www.flowers4u.com/locations-served/nottingham”. It’s important to only make pages for places where you’re really doing business. Each page should be unique  — don’t just swap out the location name and call it a day. To play it safe, keep your location pages to a maximum of five. Too many and you risk Google thinking you’re trying to pull the wool over their eyes, which can lead to your website becoming less visible rather than more.
Keep tabs on your SEO efforts
Google Search Console is a must-have for any website owner. It acts like your ongoing SEO “school report”, giving you insights directly from Google on what needs improvement and the search terms that lead users to your site. Keep in mind, though, that privacy laws restrict Google’s transparency with this data. That’s where tools like Ahrefs come in handy. They provide deeper insights and research. Ahrefs is also brilliant for seeing what’s working for your competitors, which can help you know what to do next on your own website.
Don’t get lost in SEO
Getting stuck in the weeds of SEO “perfection” is a common pitfall. Ignore websites and companies offering “free SEO audits” — more often than not, they provide advice that demands significant time and resources for minimal payoff.
Instead, focus on being a business that truly cares about its customers. That means having a website that’s easy for people to use because you genuinely want them to have a great experience. Show off your expertise and passion through your website content — like clear product descriptions, helpful guides, and practical advice. And nothing beats good word-of-mouth. Whether it’s rave reviews or other sites recommending your products, getting people talking positively about you can bring in more traffic.
If you nail these aspects, you’re hitting the mark with SEO.
By Tom Skinner, Managing Director of Go Up
