The simple idea behind SEO

Google wants to send people to the most useful page for their question. SEO is the work of making your pages genuinely the most useful. Tricks may give a short boost, but they fail over time. Lasting results come from substance.

Step 1: Know what your customers search for

Before you write anything, list the questions and phrases your ideal customers actually type into Google. Free tools like Google's own autocomplete and "people also ask" suggestions show you real search behaviour. Build your content around those questions.

Step 2: Make pages for clear, specific topics

One topic per page, with a clear title, a useful answer, and structure that humans can scan. Vague pages that try to cover everything rank for nothing. Specific pages that answer one question well can rank for years.

Step 3: Get the basics right on each page

  • A clear page title (also the "title tag") that includes the topic.
  • A useful meta description (the snippet under the title in search results).
  • Clear headings (h2, h3) that mirror how a reader scans.
  • Genuinely helpful content of useful length rather than padding.
  • Fast loading and a mobile-friendly layout.

Step 4: Earn links and mentions over time

Google trusts pages that other reputable sites link to. The slow, honest way to earn links is to publish content others want to reference, then tell people it exists. Buying or trading links is risky and against Google's rules.

Step 5: Be patient

SEO is a slow channel. New pages can take weeks to months to rank. The reward is that, once you do, traffic keeps arriving, free of ad spend. Consistency beats intensity.

Tip: for a Dutch business serving Dutch customers, write in Dutch even if you also serve internationals. Most local searches happen in Dutch.

The neighbouring questions

Alongside this belong Advertising on Google and Meta for Starters, LinkedIn for Freelancers and Optimising Your Google Business Profile.