SEO (Search Engine Optimisation) is how you get your business to show up on Google without paying for ads.

When someone types something like “plumber near me” or “property maintenance Northern Beaches”, Google shows a list of results. SEO is the process of making your website one of those results.

Think of Google like a librarian. People ask questions, and Google wants to give them the best, most relevant answer. SEO is about convincing Google that your website is a good answer.

SEO works by improving three main things:

1. Words on your website

Google reads text. If your website clearly says what you do, where you do it, and who you help, Google understands you better.

Example: If you’re a property maintenance business, your site should clearly mention services like repairs, maintenance, Northern Beaches, residential, commercial, etc.

2. Website structure and speed

If your website is slow, broken, or confusing, Google doesn’t like it. SEO includes making sure your site loads fast, works on mobile, and is easy to navigate.

3. Trust and authority

Google wants to recommend businesses it trusts. Reviews, links from other websites, and how long your site has existed all help build trust.

The big advantage of SEO is that once it’s working, leads can come in without paying for every click. Someone finds you, visits your site, and contacts you for free.

The downside is that SEO takes time. You don’t turn it on and get leads tomorrow. It can take months to climb the rankings, especially in competitive areas.

SEO is best for businesses that:

• Want long-term results

• Don’t need instant leads

• Want to reduce ad spend over time

• Operate in a local service area

In short:

SEO is slow, steady, and long-term.

You’re building an asset that works in the background.