A website can be accessible without being easy to find or useful to its visitors. To improve your presence on Google, start with your customers’ questions, your page structure and the available data, without promising a specific ranking.
To first understand which services actually affect search rankings, see the digital solutions page. For direct support, you can contact me here.
How Google finds and presents pages
Google aims to show the most useful result for the user's intent. This means repeating a keyword several times is not enough. You need a website that answers real questions well, with consistent content, a good user experience and sound technical signals.
I keep track of these aspects when working on a website. This is a project checklist, not a formula describing the weight of Google's ranking signals.
- the page’s relevance to the search query;
- quality and clarity of the content;
- semantic structure;
- quality and relevance of links between pages;
- mobile experience;
- speed;
- quality of metadata and images;
- consistency across the website as a whole.
I use Google Search Console to monitor the site’s impressions and search queries.
SEO basics that SMEs cannot ignore
If a small business wants to get off to a good start, it needs to get at least these elements in order:
- unique title tags;
- meaningful meta descriptions;
- Clear H1 and H2 headings;
- separate service pages;
- readable URLs;
- optimised images;
- well-planned internal links;
- easy-to-find contact details;
- content that addresses real customer problems.
When I find duplicate pages, poorly explained services or missing links, that is where I start. Text length alone tells us little. What matters to me is that the page answers the reader’s question and helps them choose their next step.
Local keywords: how to use them naturally
For a small business, the most valuable traffic is often local or tied to a geographical context, rather than general. This does not mean forcing city names into every line. It means building pages that clearly show who you serve, what you offer and where you work.
Examples of appropriate local keywords include:
- web developer for SMEs;
- website development for professionals;
- freelance developer for businesses in Northern Italy;
- business website redesign;
- landing pages for lead generation.
Where location is relevant, I include it naturally in the content and metadata. To learn about the local business community, visit Confindustria Brescia.
Speed and mobile usability: improving the searcher’s experience
A website that is slow or poorly built for smartphones starts at a disadvantage. This affects Google, but above all the people using it. If a page takes too long to load, its content shifts around or navigation is awkward, visitors leave before they even understand what you offer.
This is why SEO and performance should be considered together. A website aiming to rank well needs to be:
- lightweight;
- responsive;
- easy to read;
- with visible CTAs;
- technically sound.
I use PageSpeed Insights to assess the website, distinguishing lab tests from real user data where available. As Google’s documentation explains, lab testing helps diagnose problems, while field data reflects actual experiences. A good lab score alone does not demonstrate that the site works well for everyone.
How long it really takes
One of the biggest misconceptions is that you can simply publish a website and reach the top of Google within days. SEO is an ongoing process. Timescales depend on:
- level of competition;
- the site's initial quality;
- number of useful pages;
- quality and consistency of existing published content;
- quality of internal and external links.
Timelines vary, and a deadline for results cannot be promised. Search Console helps track indexing, impressions and queries over time, distinguishing early signals from verified business results.
When to bring in a professional
If the website already has several problems at once, it makes sense to get help. Some typical signs are:
- unstructured pages;
- content that lacks substance;
- randomly placed keywords;
- content that does not reflect your services;
- no tracking;
- a website that does not convert;
- outdated, non-responsive websites;
- a lack of a local strategy.
In these situations, technical and strategic support helps you avoid wasting months on disconnected tasks. On the how I work page, you can explore my approach, while how much a professional website costs offers a useful discussion of how SEO, structure and investment fit together.
Practical steps to take now
If you want to improve your website’s search rankings, start here:
- explain your main services on separate pages;
- rewrite title tags and meta descriptions;
- use sensible H1 and H2 headings;
- improves the mobile experience and speed;
- add at least one page or article that answers a real customer question;
- link your pages together effectively;
- monitor Search Console.
Conclusion
In my work, I combine SEO, GEO and AEO to support visibility in search engines and AI-generated answers. SEO fundamentals still apply to Google's AI features, as Google Search Central explains. I start with useful answers, readable sources and pages that search systems can access. In my guide to SEO, GEO and AEO, I explore the method and the differences between visibility, citation and recommendation.
If you want to put this into practice, you can discuss your project or first explore my web and mobile projects to get a sense of the approach I bring.