July 16, 2026 · 8 min read
SEO (Search Engine Optimization) is the set of activities that push your site to the top of Google when someone searches for what you offer. For a small business it's the channel with the best cost-to-result ratio: unlike ads, organic traffic keeps arriving even when you stop paying. The good news is that most of the work can be done on a modest budget and with consistency.
The fundamentals to start with
- Keywords: find out what your customers really search for (e.g. «plumber Milan», not just «plumbing»).
- On-page SEO: titles, meta descriptions, headings and copy that answer the search.
- Technical performance: a fast, mobile-friendly site is a requirement, not an extra — see Core Web Vitals.
- Content: clear service pages and a blog that answers your customers' questions.
Local SEO: the priority for businesses with customers nearby
If you work in a specific area, local SEO is your most fertile ground. Create and optimize your Google Business profile, collect genuine reviews, keep your name, address and phone consistent everywhere online, and build pages for the cities you serve — as we do with our pages for Milan and other cities. That way you show up for «service + city» searches and on the map.
What to do in the first 90 days
You don't need to do everything at once. A realistic path: weeks 1-2, keyword research and technical clean-up of the site; weeks 3-6, optimizing service pages and the Google Business profile; from week 7, regular publishing of useful content. SEO delivers in 3-6 months, not in a week: consistency wins.
You can start on your own with the fundamentals, or rely on people who do it for a living. Our SEO service starts at €500/month and includes analysis, optimization and content. If you're also building the site, read how much a website costs to plan the overall investment.
Frequently asked questions
How much does SEO cost for a small business?
Professional SEO starts at €500/month and includes keyword research, on-page optimization and content. Many fundamentals can also be handled in-house, with consistency and method.
How long does SEO take to show results?
Usually 3-6 months for competitive keywords, sooner for local or niche searches. SEO is a medium-term investment: results grow and last over time, unlike advertising.
What is local SEO and who is it for?
It's optimization for location-based searches (e.g. 'hairdresser Turin'). It's for businesses with local customers: shops, restaurants, firms and artisans. It relies on Google Business, reviews and local pages.
Can I do SEO myself?
Yes, the fundamentals (keywords, titles, Google Business, useful content) are within everyone's reach. For advanced technical work and ongoing strategy, it's worth having a professional alongside you.