Marketing Services
SEO
Get found on Google when nearby customers search for what you do — without paying for every click.
Overview
SEO explained
SEO — search engine optimisation — is the work that helps your business show up when nearby customers search for what you do on Google. For most small businesses that means ranking well for local, service-based searches rather than competing nationally on generic terms.
Good local SEO combines three things: a complete Google Business Profile, a website with clear service and location pages, and a steady flow of genuine reviews. None of these work in isolation — Google rewards businesses that are consistent, active, and clearly matched to what a searcher is looking for.
SEO is a compounding effort rather than a single task. Small, steady improvements over months build rankings that keep bringing enquiries long after a paid ad campaign would have stopped.
What to check
Key points
- Local search intent matters more than broad keyword volume for most small businesses.
- Your Google Business Profile and website need to say the same thing, consistently.
- Reviews and fresh content are ongoing signals, not a one-off setup task.
Before you start
What you'll need
- A complete, verified Google Business Profile with accurate categories.
- Website pages for each core service and the suburbs or regions you cover.
- A steady process for asking happy customers to leave a review.
- A list of the exact phrases customers use to search for your services.
- Time set aside each month to check rankings and refresh content.
Process
How it works
- Research the exact searches your customers use to find your services.
- Build or tidy service and location pages that match those searches.
- Complete your Google Business Profile and keep it current.
- Build a steady stream of genuine reviews from real customers.
- Track rankings and enquiries, then refine the pages that underperform.
Avoid these
Common mistakes
- Targeting broad, national keywords instead of local, service-specific searches.
- Letting the website and Google Business Profile show different details.
- Publishing a page once and never updating it as services change.
- Ignoring reviews instead of asking for them and replying to every one.
Common questions
SEO FAQs
How long does SEO take to show results?
Most small businesses start seeing movement in rankings within a few months, with stronger gains after six months of consistent work. SEO compounds — early wins come from fixing obvious gaps, while lasting rankings build steadily through content and reviews.
Do I need SEO if I already run Google Ads?
Yes, and the two work well together. Google Ads gets you visible immediately, while SEO builds rankings that keep bringing enquiries without an ongoing cost per click. Many businesses run both, then lean more on SEO once rankings are established.
What matters most for local SEO?
A complete, accurate Google Business Profile, website pages that clearly match what customers search for, and a steady flow of genuine reviews. These three carry more weight for local rankings than technical tweaks most owners worry about.
Can I do SEO myself?
You can handle the basics — profile details, simple page updates, asking for reviews. Where it gets harder is doing this consistently alongside running the business. Cockatoo helps you keep the essentials moving without needing to become an SEO specialist.
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