In short
- SEO means getting visits from Google without paying for ads.
- Google ranks results by how useful, trustworthy and fast each page is for each search.
- It has three parts: technical, content and authority (links and mentions).
- SEO takes months but lasts; SEM (paid ads) is instant but stops when you stop paying.
What SEO means
When you search for "bathroom renovation Alicante", Google first shows a few ads (labelled Sponsored), then a map with local businesses and then a list of websites. That list is the organic results: nobody pays to be there. SEO is everything you do to make your website appear in that list, and the higher the better.
It matters because most clicks go to the top few results. Being on page two of Google is, in practice, almost the same as not being there at all.
How Google decides who comes first
Google crawls the web with automated programs, stores the pages it finds in its index and, for every search, ranks the ones that answer it best. It doesn't publish its formula, but its own guides explain what it looks at. Simplifying a lot, three things:
- Relevance: whether the page is about what the person is looking for and matches what they want to do (learn, compare, buy, call).
- Quality and trust: whether the content is useful, original and written by someone who knows the subject; whether the site has a good reputation and other sites link to or mention it.
- User experience: whether it loads fast, works on mobile, is secure (HTTPS) and isn't covered in pop-ups.
For searches with local intent ("near me", a town name), your Google listing and your proximity come into play too. We cover that in our Google Business Profile guide.
The three parts of SEO
| Part | What it involves | Examples |
|---|---|---|
| Technical SEO | Making sure Google can crawl and index your site | Speed, mobile version, HTTPS, sitemap, clean URLs, no broken pages |
| Content (on-page SEO) | Making each page answer a specific search | Choosing the keyword, clear titles, useful copy, FAQs |
| Authority (off-page SEO) | Getting other sites to trust yours | Links from media and industry directories, mentions, reviews |
A common mistake is focusing on just one. A very fast site with generic text won't rank, and a great article on a site Google can't crawl won't either. The logical order: get the technical base right, create the content people search for, then build authority.
SEO vs SEM: what's the difference?
SEM (Search Engine Marketing) technically covers all search marketing, but in practice it means paid search ads, mostly Google Ads. You choose the searches you want to appear for, set a budget and pay each time someone clicks your ad.
| SEO | SEM | |
|---|---|---|
| Where you appear | Organic results | Sponsored ads |
| Cost | Content and technical work; clicks are free | You pay per click, plus management |
| Speed | 3 to 12 months for solid results | From day one |
| How long it lasts | Stays even if you cut back | Disappears when the campaign stops |
| Control | Google decides your position | You choose keywords, area, schedule and budget |
For most small businesses the best approach is both: ads bring enquiries from the first month and show which keywords actually convert; SEO uses that data and, over time, lets you cut your ad spend without losing visibility. We run both: SEO services and Google Ads management.
SEO and AI search
More and more people ask ChatGPT, Gemini or the AI summaries Google shows above its results. Those systems rely heavily on the same websites that rank well, so SEO is still the foundation. What changes is that clear answers, concrete facts and a brand that is mentioned in trustworthy sources matter more. This adaptation is starting to be called GEO (generative engine optimisation), and it is part of our SEO and GEO service.
How long it takes and what you can do yourself
SEO isn't instant. On a new site or with little competition, the first movements show in two or three months, and solid results usually take six to twelve. In exchange, the traffic doesn't vanish the day you stop investing, as it does with ads.
- Add your site to Google Search Console, Google's free tool that shows which searches you appear for. Here's how to set it up.
- Have one page per important service rather than one page with everything.
- Write titles that say clearly what you offer and where.
- Do some basic keyword research for each page.
- Ask happy clients for reviews.
- If your clients search in English and Spanish, consider both: a bilingual website can rank in both languages.
FAQ
What does SEO stand for?
Search Engine Optimisation: the work of getting a website to appear in Google's free (organic) results.
Is SEO free?
Clicks from organic results are free, but the work isn't: content, technical improvements and monitoring take time or money.
What is the difference between SEO and SEM?
SEO works on the free results and takes months; SEM (for example Google Ads) is paid advertising that gives instant visibility while you pay.
Can I do SEO myself?
The basics, yes: Search Console, good titles, one page per service and reviews. To compete for searches with real competition, professional help makes a difference.
Want to show up on Google?
We analyse your website and your competitors and propose an SEO plan with clear goals, in English, Spanish or both. From €300/month.
See SEO services