What You Need to Know Before You Start SEO

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A guide for small and medium businesses thinking about investing in SEO

To many business owners, SEO sounds like the perfect marketing solution. If I set my website up a certain way, I'll get free traffic. You might have heard of ways to cut corners, cheat the system, and show up at the top of Google.

If your knowledge of SEO is limited, but you think you need it, read this blog first...

How long does SEO take to work?

It varies depending on several factors. For a more developed site you might see results in  3-6 months but for most websites it can take over 12 months before SEO starts delivering meaningful results.

Can I do SEO myself?

It’s possible but it takes time, knowledge, strategy, and consistency. AI tools can help, but they’re not a silver bullet.

Is SEO better than Google Ads?

They are different strategies Google Ads can work fast but stops when your budget does. SEO takes time but keeps delivering long after it’s set up. Ideally, you want a combination of both.
 

Thinking about investing in SEO?

If you are exploring ways to grow your online presence, you have probably come across SEO. Perhaps you have even had a cold outreach email promising to get you to “number one on Google” overnight (that is always a red flag). Maybe you have started learning the basics or publishing content.

If so, that is a great start. The earlier you begin with SEO, the better. Putting strong foundations in place now will save you time, money and potential headaches in the long run.

But before you go all in, here are some things you really want to understand.

SEO Isn’t One Thing

There is a common misconception that SEO is simply adding keywords or writing the occasional blog. In reality, SEO is a much broader and more strategic process.
It’s a full strategy that includes:

• Technical SEO: how your website performs behind the scenes

• Content: blogs, service pages, FAQs that answer what people are searching for

• On-page optimisation: using the right keywords in the right places

• Backlinks: links from other credible sites that show Google you’re legit

• User experience: fast, mobile-friendly, easy-to-navigate websites

When all of these areas work together, SEO helps your ideal customers discover you organically, at the moment they are searching for what you offer.

It is also worth noting that SEO has changed. It is no longer just about websites. Search results now include content from YouTube, TikTok, Instagram, and other platforms. Modern SEO blends into content marketing, and that content now lives across multiple channels. It pays to think beyond your website.
 

What Do You Actually Want from SEO?

Before diving into tools or hiring an agency, take a step back and define your goals. What do you want SEO to achieve for your business?
There are generally two core objectives:

1. Build Your Brand and Trust

This type of SEO focuses on informational content: blogs, FAQs, and guides that answer common questions.

• Educates your target audience

• Helps you show up early in the buying journey

• Builds credibility over time

Useful for service-based businesses in competitive markets. Example: “How much does a loft conversion cost?”

2. Drive Leads and Sales

This side of SEO targets high-intent searches and is more results-driven.

• Targets people ready to take action

• Designed to convert visitors into leads

• Focuses on location and buying intent

Example: “Loft conversion builder Enfield”

The best SEO strategies combine both.

The content brings people in, the landing pages close the deal.

Don’t Expect Results Overnight

One of the most important things to understand about SEO is that it takes time.

Even with a perfect strategy, it can take several months before you start to see measurable progress. For newer websites, or those in competitive industries, it can take 9–12 months to build enough traction to see real, consistent returns.

Google wants to see consistent activity and quality signals, such as:

• New, helpful content being added regularly

• Existing pages being updated and improved

• The site being mobile-friendly and fast to load

• A clear structure that makes it easy to navigate

• Backlinks from other trustworthy websites

SEO works like a snowball, small wins that build into long-term momentum. With the right approach, it becomes one of the most sustainable ways to grow your business online.
 

Can You Do SEO Yourself?

Yes, you can. With enough time and willingness to learn, you can absolutely manage some or even most SEO tasks yourself.

AI tools like ChatGPT can help with content ideas, drafting copy, and keyword suggestions. There are also plenty of platforms that offer SEO checklists and audits.

However, tools and AI cannot:

• Build a strategy tailored to your goals

• Understand your competitive landscape

• Set up and monitor analytics 

• Track conversions accurately

• Spot subtle technical issues

Many “SEO-in-a-box” solutions will flag issues, but they will not fix them for you. Use AI and tools to support your work, not to replace strategy and experience.
If you are aiming for consistent growth, you will likely need expert input to ensure everything is connected and heading in the right direction.

How Long Does SEO Take to Work?

While there is no universal timeline, here is a rough idea of what to expect from a standard SEO project.

Months 1–2: Setup

Planning, keyword research, technical audits, strategy mapping

Months 3–4: Execution

Creating and optimising content, improving site performance, link building

Months 5–6: Early momentum

You may begin to see rankings improve and traffic increase

Months 6–12+: Growth

SEO efforts compound, visibility improves, leads become more consistent.

If you are on a retainer, SEO's will usually repeat the cycle depending on what your goals are.

In the early stages, it often makes sense to run Google Ads alongside your SEO. Paid traffic gives you faster results while your organic rankings are still climbing.

How Much Does SEO Cost for a Small Business?

Short answer: it varies a lot.

Long answer: it depends on what you’re trying to achieve and what you’re starting with.

Here are some of the key factors that affect cost:

Your goals

Are you trying to build brand awareness with content over time? Or do you need leads coming in fast? Results-driven strategies (like local SEO and lead-gen pages) often need more hands-on work than blog-based visibility campaigns.

The state of your website

If you’ve already got a decent site with good structure, you’re starting on solid ground. But if it’s slow, clunky, missing basic SEO foundations, or was built more than 5 years ago, there will likely be some upfront work to get it ready.

This might include:

• A full SEO audit

• Reworking or rewriting key pages

• A review of your backlinks

• Setting up proper tracking (GA4, Search Console, etc.)

• Size and complexity of your site

A 5-page brochure site is very different from a 500+ page e-commerce store.

The more pages, locations, or services you offer, the more time and strategy goes into it.

Your competition

Some industries are more saturated and might require more work just to compete. Niche or local businesses might find it easier (and cheaper) to get results.

So what does SEO cost on average?

Most small businesses will pay anywhere from £200 to £2,000+ per month for SEO. And yes, that’s a wide range, but it comes down to how many hours of actual work you’re paying for.

At JL Creative, our monthly Leadflow Growth Packages start from £650, and include:

• A clear strategy (tailored to your goals)

• Regular reporting

• Ongoing optimisation

• A results guarantee  

A word of warning on cheap SEO…

If you’re being quoted £99/month or something suspiciously low, ask yourself: what are they actually doing for that price?

Because here’s what often happens:

• You’ll get a few spammy backlinks (sometimes with extra hidden fees)

• AI-generated blog content that no one reads (and Google won’t trust)

• No real strategy or performance tracking

• Possibly even black-hat tactics that could get your site penalised down the line

Again, avoid anyone who guarantees a #1 ranking, especially fast! No one can promise that, and if they do, they’re either lying or doing something shady.

SEO vs Google Ads: Which Should You Choose?

The truth? You probably need to do a combination of both.

Google Ads gives you leads while your SEO builds momentum for your brand. Over time, you can reduce ad spend as your organic traffic grows, or ramp up your ad spend to maximise visibility.

Most businesses that win online aren’t choosing between the two, they’re blending both into a coordinated digital strategy.

Final Thoughts

SEO isn’t about ticking boxes or gaming the algorithm. It’s a long-term investment in your brand visibility, trust and online growth.

But to work, it needs:

• A strategy

• Consistency

• Technical understanding

• Accurate tracking and reporting

• Time

If you are thinking about SEO but are not sure where to begin, we can help you create a plan that fits your business, your goals, and your budget.