How does SEO work, and how exactly does Google use it?
Google uses automated robots, also known as crawlers or spiders, that scan the internet and store all web pages in a massive index. When someone searches for something, Google searches that index and displays the pages that are most relevant and reliable for that search query.
SEO is about optimizing your pages so that Google understands them, finds them relevant, and trusts them. You do this by doing three things well: writing relevant content, ensuring your website is technically sound, and earning links from other websites.
Example: Let’s say you run a painting company in Utrecht. Someone searches for “painter Utrecht” on Google. With good SEO, your company will appear at the top of the results. Without optimization, that job will go to a competitor.
What are the components of SEO?
SEO consists of three pillars that together determine how well Google finds you. You can’t skip any of the three if you want to stay at the top in the long run.
- Content: text, images, and information that align with what people are looking for. Good content answers questions fully and clearly.
- Technology: Your website needs to load quickly, work well on mobile devices, and be structured correctly so that Google can read it.
- Authority: Backlinks from other trustworthy websites tell Google that your site is worth ranking highly.
| Component | What it entails | Time commitment |
|---|---|---|
| Content | Copy, blog posts, landing pages | Ongoing |
| Technology | Speed, Structure, Indexing | One-time and maintenance |
| Authority | Backlinks from other sites | Ongoing |
For entrepreneurs who are serious about growing their business, a well-thought-out SEO strategy helps them tackle this in a structured way.
What are the benefits of SEO for your business?
The biggest advantage of SEO is organic traffic: visitors who come to your website via Google without you paying per click. This is different from Google Ads, where your ads stop appearing as soon as your budget runs out.
More than 70% of all clicks on Google go to organic search results, not to ads. The top position captures an average of 30% of all clicks for that search query.
Practical example: An entrepreneur who writes blog posts about frequently asked questions in his field attracts hundreds of relevant visitors every month, without any additional advertising costs. Those visitors are already interested and are more likely to become customers.
Do you want to combine that organic growth with strong copy? Then good copywriting is the key to making it all come together.
How long does it take for SEO to show results?
SEO doesn't work immediately. Expect to wait three to six months before you see noticeable increases in traffic, and six to twelve months for significant results. That may sound like a long time, but the effects will last as long as you maintain the quality.
What determines speed:
- How new or old your website is (older sites have built up more authority)
- How strong the competition is for your keywords
- How consistently you add new content and resolve technical issues
A blog post that ranks highly now will continue to attract visitors for months, even if you don't actively work on it for a while. That makes SEO one of the most profitable long-term investments.
Do SEO Yourself or Outsource It: Which Is the Wiser Choice?
You can get started with SEO without a budget: Google Search Console is free, and there are plenty of tools for exploring keywords. But if you really want to grow, it takes time and expertise that most entrepreneurs don’t have on top of their regular work.
Doing it yourself is feasible if you:
- have a small website with little competition
- are willing to invest a few hours each week in content creation and maintenance
- you don't need quick results
Outsourcing is a better option if you:
- want to quickly gain visibility in a competitive market
- don't want to spend hours every month on keyword research and technical audits
- wants a specialist to determine and implement the strategy
See how Reward can help you develop a comprehensive SEO strategy.
Frequently Asked Questions About SEO
What is the difference between SEO and SEA?
SEO focuses on organic search results; SEA stands for search engine advertising and uses paid ads. SEO takes longer but delivers more sustainable results. SEA provides immediate visibility, but stops as soon as the budget runs out.
Is SEO also relevant for small businesses?
Yes, definitely. Local business owners, in particular, benefit from good SEO. If you rank at the top for search queries like “plumber Amsterdam” or “hairdresser Breda,” you’ll immediately attract customers who are actively searching. You don’t need a big budget to rank well in local search results.
How do I choose the right keywords?
Start with the questions your customers ask. Free tools like Google Search Console and Google Autosuggest can point you in the right direction. If you want to dig deeper, keyword research conducted by a specialist can help.
Does SEO work for online stores, too?
Yes. SEO is especially valuable for online stores because many purchasing decisions start with a Google search. Optimizing category and product pages consistently drives more traffic than ads alone.
What is the difference between on-page and off-page SEO?
On-page SEO covers everything on your own website: content, titles, structure, and technical aspects. Off-page SEO focuses on external signals, particularly backlinks from other reputable websites. Both are necessary for sustainable results.
