Search engine optimisation (SEO) can feel like a moving target. Google updates its algorithms constantly, competitors fight for the same spots, and trends come and go.
But the core principles that get results have stayed remarkably consistent.
At Wicked Spider, we’ve been mastering how to increase SEO since 1998. Below, we’re answering the most common questions business owners ask about improving their SEO — and we’ll give you practical steps you can start using today.
Improving your SEO starts with focusing on quality.
If you want results faster and without trial-and-error, our SEO Campaigns take care of everything — from keyword research to content strategy — and get you on Page 1 for commercially relevant keywords in 90 days.
This is the idea that 20% of your SEO actions will bring 80% of your results.
For most sites, that 20% is:
Get these two right, and you’ll outperform competitors who waste time on low-impact tweaks.
Yes — SEO can be improved without spending money:
The four pillars that support a strong SEO strategy are:
Because it’s competitive and always evolving.
SEO isn’t a one-time task — it’s an ongoing process that needs monitoring, testing, and refining. Many business owners underestimate the time and expertise it takes to do it well.
Use tools like Google Search Console, Google Analytics, and site audit software.
Look for:
No — but it’s changing.
Traditional blue-link search results are now just one part of the picture. AI-driven search tools like Google’s Search Generative Experience (SGE), Microsoft Copilot, and Perplexity AI are starting to answer questions directly in the search interface. This means users may find what they need without clicking through to a website.
That doesn’t mean SEO is less important — it means it has to adapt. SEO now includes optimising for:
And it’s not just Google. Every major platform is now a search engine in its own right — YouTube, TikTok, Instagram, Amazon, and even LinkedIn. People are searching everywhere, so brands need to be visible across multiple platforms, not just in Google results.
Experts who keep up with these changes — and plan for them — will continue to see strong returns from SEO.
It comes down to three factors:
Getting all three right consistently takes time, but the payoff is worth it.
Beyond ranking well in search results, promote your content:
If your business is in the building trade, our Construction SEO service is built to get you noticed by exactly the right audience.
Nothing. SEO isn’t being replaced — it’s adapting. Voice search, AI-generated results, and new ranking factors mean strategies change, but the need for SEO remains. That’s why experts like us stay up to date and adjust before trends become mainstream.
Yes — if you want to keep your rankings.
Think of SEO like going to the gym, swimming, or playing a sport. When you train regularly, you get stronger, faster, and better. Stop training, and your performance gradually declines.
It’s the same with SEO. Consistent effort keeps your site visible, competitive, and growing. Stop investing, and competitors will overtake you — often faster than you expect.
You can. Many small businesses start by managing their own SEO. But to compete in tougher markets — and reach Page 1 faster — professional help makes a big difference.
SEO can be complex, but the basics are straightforward: focus on quality, consistency, and the right keywords. Whether you handle it yourself or get expert support, every improvement you make helps your website bring in more of the right visitors — and more sales.
