What is SEO? A simple explanation for business owners and freelancers

SEO is one of those terms every business owner hears — but few truly understand. If you're a freelancer, small business owner or founder, you’ve probably wondered: What exactly is SEO? Do I really need it? And how does it help me get customers?

Many explanations sound too technical or full of jargon. This article breaks down SEO in a simple, business-focused way. No complex theory, no confusing algorithms — just the essentials you need to make smart decisions.

You’ll learn what SEO actually means, how it works, why it's important, and what steps bring the biggest impact. These are the same principles agencies like DeNitro use when helping SMEs in Germany, Switzerland, the Netherlands and across Europe grow their visibility.

What is SEO?

SEO stands for Search Engine Optimization.
In simple terms: SEO helps your website appear higher in Google when people search for what you offer.

If someone types:

• “Plumber in Hamburg”

• “Freelance graphic designer Berlin”

• “Web design agency Zürich”

• “Best physiotherapist near me”

SEO determines which businesses show up on page 1 — and which ones disappear on page 5.

SEO is not about tricking Google.
It’s about helping Google clearly understand who you are, what you do and why your website is the best answer to a user’s search.

Why SEO matters for business owners and freelancers

SEO matters because visibility matters. People don’t scroll. They click what they see first. If your competitors appear above you, they get the clients you could have had.

Here’s a simple overview of how SEO impacts your business.

For freelancers and SMEs, SEO is one of the most cost-effective growth methods.

How SEO works (explained simply)

Think of Google as a huge library.
Your website is a book.
SEO helps Google:

1. find your book

2. understand your book

3. recommend your book to the right reader

Google uses three main steps:

1. Crawling — finding your site

Google’s “bots” discover your pages.

2. Indexing — saving your site

Google analyzes your content and stores it in its database.

3. Ranking — deciding who shows up first

Google chooses the best results for each search based on relevance, trust and quality.

The goal of SEO is to make your website the most relevant, trustworthy and useful choice.

The main types of SEO (you only need to understand these three)

1. On-page SEO

Everything ON your website:

• text

• headings

• keywords

• images

• page structure

• internal links

This helps Google understand what your business does.

2. Technical SEO

Everything behind the scenes:

• site speed

• mobile performance

• secure connection (HTTPS)

• clean code

• proper indexing

This helps Google crawl your site smoothly.

3. Off-page SEO

Everything OUTSIDE your website:

• backlinks (other sites linking to you)

• reviews

• Google Business Profile activity

• mentions on directories

This proves your business is trustworthy and credible.

Local SEO — especially important for small businesses

Local SEO helps your business rank in your city or neighbourhood. If you rely on local customers, this matters more than anything.

Searches like:

• “Dentist near me”

• “Café Zürich Kreis 4”

• “Handyman Hamburg Harburg”

Local SEO helps you appear in Google Maps, the 3-pack (top 3 results) and city-specific searches.
Freelancers and small businesses often see the fastest results here.

Agencies like DeNitro help SMEs with both local and national SEO strategies — depending on what drives the most value.

What does Google look for? (The real ranking factors)

Google wants three things:

You don’t need to understand algorithms — just these principles.

What makes SEO successful?

1. Clear, helpful content

Good SEO starts with content that answers the user’s question directly.

2. A fast, well-designed website

Google rewards websites that load fast and work well on mobile.

3. Strong Google Business Profile

For local businesses, this is your most powerful ranking tool.

4. Consistent online presence

Your business name, address and phone number must match everywhere.

5. Backlinks and reviews

Every link or review is a signal of trust.

SEO is not one trick — it’s a combination of signals working together.

Practical SEO examples for business owners and freelancers

A physiotherapist in Zürich

After optimizing service pages and improving their Google Business Profile, they started ranking in the top 3 for “Physiotherapie Zürich Altstetten”.

A freelance designer in Berlin

Publishing helpful articles (“How much does branding cost?”, “What makes good web design?”) increased organic inquiries.

A renovation company in Hamburg

Creating separate pages for “bathroom renovation”, “flooring”, and “kitchen installation” doubled their traffic and enquiries.

An online shop in Amsterdam

Technical cleanup + structured product descriptions boosted ranked keywords and reduced paid ad spend.

SEO works across industries when done strategically.

Common SEO mistakes freelancers and SMEs make

Relying on one general “Services” page

Google needs depth to understand your offer.

Writing for Google instead of humans

Keyword stuffing reduces trust and clarity.

Ignoring mobile users

More than half of local searches come from mobile devices.

Not updating website content

Old pages make Google think your business is inactive.

Using slow or outdated website builders

Performance is a ranking factor.

Expecting instant results

SEO builds value over time — unlike ads that work only while you pay.

Avoiding these mistakes already puts you ahead of many competitors.

The basics of SEO every business should implement

Here is the simplest SEO plan for freelancers and small businesses:

1. Create clear service pages.

2. Add your city or region naturally into your content.

3. Optimize your Google Business Profile.

4. Publish helpful articles or FAQs.

5. Use real photos and real case studies.

6. Speed up your website.

7. Get a few local backlinks.

8. Ask customers for reviews regularly.

This is the 80/20 of SEO — the steps that bring the majority of results.

Agencies like DeNitro help SMEs apply these steps in a structured, sustainable way.

Table: SEO vs. Paid Ads – What’s the difference?

Most businesses benefit from both — but SEO delivers compounding value.

Conclusion: SEO is visibility, trust and long-term growth

SEO is not technical magic. It’s a long-term strategy that helps your business get discovered by the right people. When your website is clear, helpful, fast and trustworthy, Google naturally pushes it higher.

For freelancers and SMEs, SEO is one of the strongest ways to generate consistent, high-quality enquiries without relying entirely on ads.

If you want a simple, personalised SEO review — including your ranking opportunities and biggest quick wins — you can schedule a no-obligation call with the DeNitro team.