Did you know that more than 40,000 searches are made on Google per second? If your company is not well positioned, you are missing out on valuable opportunities to attract customers.
SEO for businesses (Search Engine Optimisation) is a strategy that allows you to optimise your website for search engines (such as Google), ensuring that your brand appears when your future customers search for products or services.
Nowadays, it is not enough to just have a website. It is essential to invest in SEO strategies to ensure that your company is easily found.
In this article, you will discover what SEO is, how it works, and how to apply it to achieve better results.
Let's share keyword strategies and essential tools to get your business to the top of Google's search results.
What is SEO and How Does it Work?
SEO for businesses is a set of strategies that allows a website to appear in the top Google results and attract customers organically, without relying exclusively on paid advertisements.
62% of Portuguese people conduct online research before making a purchase decision (source). If your company cannot be found with a simple search, you are missing out on sales opportunities.
SEO Pillars for Businesses
For SEO to work in your company's favour, it is essential to understand three fundamental aspects:
1) On-Page SEO
This refers to all improvements made directly to the website.
Examples:
- Choice of strategic keywords aligned with your niche;
- Search engine optimised titles and meta descriptions;
- Relevant and informative content for customers;
- Well-structured and easy-to-understand URLs;
- Correct use of headings (H1, H2, H3…) to organise information.
2) SEO Off-Page
These are off-site strategies that increase the company's authority, such as:
- Building quality backlinks (relevant websites referring to your business);
- Digital networking strategies and partnerships;
- Strong presence on social media and business directories.
3) Technical SEO
Structural aspects of the website that ensure a good user experience.
Examples:
- Optimised loading speed to prevent dropouts;
- Responsive design, adapted for mobile devices;
- Security and credibility through HTTPS and SSL certificates;
- Correct structuring of the website to facilitate indexing.
Benefits of SEO for Businesses
Investing in SEO for businessesbrings several advantages to any sector. In addition to increasing online visibility, it allows you to attract qualified customers and reduce acquisition costs in the long term.
More Organic Traffic
When a potential customer searches Google for products or services that your company offers, it is important that your website appears before the competition, right?
Most users never go beyond the first page of Google. If your website is not well positioned, your company becomes invisible.
SEO works to ensure that your company appears in the top results, increasing the number of visitors without the need for paid advertising.
More qualified leads
Attracting traffic to your website is important, but the ultimate goal of SEO is to bring in visitors who have a genuine interest in your products or services.
A good SEO strategy allows you to attract customers at different stages of the purchasing journey:
- Top of the funnel: Search for general information on a topic (e.g., ‘how to choose a smartphone for photography’).
- Middle of the funnel: Comparison of options (e.g., ‘best smartphones with good cameras’).
- Bottom of the funnel: Ready to buy (e.g., ‘iPhone 15 Pro price and where to buy’).
The more aligned the content is with the target audience's searches, the higher the conversion rate will be.
More Authority in the Market
People trust Google's top results. If your website is at the top of the search results, your company is seen as a leader in its field.
Example: Apollotec publishes detailed articles on SEO strategies, becoming an expert in the field.
Long-term reduction in marketing costs
SEO generates continuous traffic without pay-per-click costs. Although it requires an initial investment, its effects are cumulative and long-lasting.
| Strategy | Cost per click | Sustainability | Scalability |
|---|---|---|---|
| SEO | Zero (after optimisation) | Long-lasting results | Continued growth |
| Google Ads | Cost per click (CPC) on the rise | Traffic disappears when you stop advertising | Budget constrained |
5 SEO Strategies for Businesses
1) Strategic Keyword Research
The basis of SEO for businesses starts with choosing the right keywords.
How to find the right keywords?
- Use tools such as Google Keyword Planner and Ahrefs;
- Focus on keywords with commercial intent;
- Use long keywords to capture more qualified traffic.
Example: A solicitor may optimise their website for ‘solicitor specialising in employment law’ rather than just ‘solicitor’.
2) Website Optimisation (On-Page SEO)
On-Page SEO includes internal improvements to increase the relevance of the website.
What can you do today?
- Improve titles and meta descriptions with keywords;
- Create friendly and descriptive URLs;
- Use headings (H1, H2, H3) correctly;
- Optimise images with alternative text (alt text).
Example: A restaurant that uses URLs such as ‘restauranteporto.com/menu’ and attractive meta descriptions such as ‘Discover the best dishes in the centre of Porto!’ will have more visibility.
3) Creation of Quality Content
Google values websites that provide useful, relevant, and up-to-date content. Creating articles, guides, and case studies can attract more visitors and build authority for your company.
Tips for creating good content:
- Write informative articles that answer your audience's questions;
- Update old content to maintain relevance;
- Use copywriting strategies to encourage conversion;
- Use images, videos, and infographics to enhance the user experience.
Example: A real estate agency could create an article entitled ‘5 tips for buying a house in Lisbon’ and position itself as a reference for buyers.
4) Backlink Building (Off-Page SEO)
Backlinks are links from other websites that send traffic to your website. The more quality links pointing to your website, the higher your authority will be in Google's eyes.
How to get quality backlinks?
- Publish guest posts on industry blogs, i.e. write for other blogs;
- Create content that is easy to share, such as infographics and case studies;
- Establish partnerships with other companies to exchange links;
- Register your company in local directories and reference websites.
Example: A financial advisor may write an article for a business portal and obtain a link to their website, thereby increasing credibility.
5) Local SEO for Physical Businesses
If your company has a physical location, Local SEO is essential.
How to improve Local SEO?
- Optimise your profile on Google My Business;
- Use local keywords, such as ‘dental surgery in Porto’;
- Encourage customer reviews and comments to build trust;
- Adds the company to local directories (e.g., Yellow Pages, Fixando, Zaask).
Example: A hairdresser who appears in the top results when searching for ‘hairdresser in Lisbon’ will attract more local customers.
Conclusion
SEO for businesses is no longer an option; it has become a necessity for any company that wants to grow online.
With more and more consumers researching before making purchasing decisions, ensuring your website appears in the top Google results can make all the difference.
Throughout this article, we have explored:
✅ What is SEO and how does it work for businesses?
✅ Key benefits, such as increased organic traffic, qualified lead generation, and reduced marketing costs.
✅ The best strategies, from keyword research to backlink creation.
Investing in SEO does not bring immediate results, but the long-term benefits make it worthwhile. The sooner you optimise your website, the faster you will start to see results.
Do you want your company to appear in the top Google results?
Our team can help you implement the best SEO strategies so that your company gains visibility, attracts more customers, and increases sales.
Click on this link, fill out a form, and speak with an expert to optimise your company's SEO!
FAQ'S
What is SEO and why is it important for businesses?
SEO (Search Engine Optimisation) is a set of strategies for optimising a website and improving its position in search engine results, such as Google. This increases the company's visibility and attracts customers organically, without relying exclusively on paid advertisements.
What are the main pillars of SEO for businesses?
SEO for businesses is based on three fundamental pillars:
- On-Page SEO: Optimisation of content, keywords, meta descriptions, headings, and URLs.
- Off-Page SEO: External strategies such as backlinks and digital networking.
- Technical SEO: Improvements to website structure, loading speed, and security.
How to choose the right keywords for SEO?
To choose effective keywords, use tools such as Google Keyword Planner, Ahrefs, or SEMrush. Focus on commercial intent and long-tail keywords to attract qualified traffic.
What are the benefits of SEO for businesses?
The main benefits of SEO include:
- More organic and qualified traffic.
- Increased brand authority.
- Reduction in customer acquisition costs.
- Better positioning in relation to the competition.
Does SEO replace paid advertising?
Not necessarily. SEO generates organic, sustainable traffic in the long term, while paid ads bring immediate results. The ideal approach is to combine both strategies to maximise returns.
How long does it take to see results with SEO?
SEO results are not immediate. Depending on competition and website optimisation, it can take between 3 to 6 months to see significant improvements in traffic and conversions.
