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What is SEO, in plain English?
SEO stands for search engine optimisation. In plain English, it's making your website easy for Google to understand, so when someone near you searches for what you do, Google can point them at the right page.
For a trade, that might be someone searching for a boiler service, a rewire, a roof repair or a bathroom fitter in your area.
The jargon
The words you'll come across, in plain English.
- SEO: search engine optimisation: making your website easy for Google to understand and show for the right searches.
- Ranking: where your page appears in Google's results for a search.
- Search results: the list Google shows after someone searches. It can include adverts, a map and normal websites.
- Crawling: Google's computers visiting your pages to read them.
- Indexing: Google storing your page so it can be shown in results.
- Search Console: Google's free tool showing how your site appears in Google, and any problems.
- Keywords: the words people type into Google.
The results page
What's the difference between SEO, adverts and Google Maps?
A Google results page can have adverts, a map with businesses on it, normal website results, pictures and videos. SEO is about the normal, free website results. Local SEO is about the map too.
- Google Ads: paid adverts
- Maps results: nearby businesses, based on how well they match, how close they are and how well known they are
- Normal results: free website results Google thinks are useful
You can show up in more than one, but paying for adverts doesn't get you higher in the free results or on Maps.
How Google works
How does Google find and show my website?
Google follows links to find pages, reads them, then decides whether to store them. Being stored (Google calls it “indexed”) only means you can be shown. It doesn't mean you will be.
- Find: Google finds the page through links or a list of pages you give it
- Read: Google reads the page
- Store: Google decides whether to keep it
- Show: Google picks results for each search
What helps
What actually helps a trade website show up?
There's rarely one magic fix. The basics are:
- Pages that answer what customers actually ask
- Clear page titles and headings
- A site that works properly on a phone
- Proper words explaining each main service
- Real photos of your work
- The right business details and the area you cover
- Links between related pages
- A secure site, with no spam or hacked pages
- Checking how it's doing, in Google Search Console and by counting enquiries
Some of it's technical. Most of it is just explaining what you do, properly.
An example
What does good SEO look like on a page?
Do this
Boiler servicing gets its own page: who it's for, what the visit covers, how to prepare, your Gas Safe details, common questions, real photos and how to book.
Not this
One page lists boiler servicing among 35 services, says plumber Reading ten times and tells the customer nothing useful.
The first page would help a customer even if Google never sent anyone to it. That's exactly what Google wants to see.
What it can't do
What can't SEO do?
Results change with the words used, where someone is, the competition, their phone and Google itself. Being top for a search nobody makes is worthless. And even good visitors won't ring if they can't see why they should trust you.
Do this
A supplier explains what they'll do, where you are now, what's uncertain, who owns what, and counts real calls and enquiries.
Not this
A supplier promises number one in 14 days, won't explain how, and only reports one search they picked.
Where to start
Where should I start with SEO?
Pick the main services you want more work in. For each one, think about what a customer needs to know before they ring. Make those pages good before writing loads of articles.
- Check Google can find and store your website
- Fix anything broken on a phone, especially calling you
- Make it clear who you are and where you work
- Make your main service pages properly useful
- Set up your Google Business Profile properly
- Add real photos and proof
- Count search visits, calls and enquiries
Keeping track
How do I know if my SEO is working?
Google Search Console is free. It shows which searches you appear for, how often people click, and any problems Google has reading your site. Your calls and enquiries show whether it's actually working.
Look at how things move over a few weeks and months, not one check on one day.
Sources
Where this guide comes from.
Checked against these official pages on 27/10/2026. Next check due 27/01/2027. Things can change sooner, so check the official page before an important decision.
FAQs
Frequently asked questions.
Is SEO the same as Google Ads?
No. SEO is about the free results. Ads are paid, and separate.
Is SEO the same as a Google Business Profile?
No. The profile gets you on Maps; SEO covers your website too. They work best together.
Can I do SEO myself?
Yes. Lots of it is explaining your services clearly, adding real photos and keeping your details right. Technical bits or very competitive areas may need help.
Do I need to understand code?
Not for most of it. A few technical jobs, like speed, need someone who knows.
Is SEO a one off job?
Some of it is set up once. But your services, your competitors and Google all change, so it needs looking at now and then.
Does Sprint Start guarantee rankings or enquiries?
No. We build your site so Google can understand it, but nobody outside Google controls rankings, and nobody controls whether customers ring.
Got a question?
Send us a message and we'll point you in the right direction.
We're happy to help, even if it's not about a website.
