With modern tools making it easier to build a site, and affordable domain and hosting options, there is little excuse not to invest in a professional website to take advantage of SEO —Search Engine Optimisation— and AISO —AI Search Optimisation.
Sure, the essentials take some effort—both in setup and in time—but they don’t require a massive investment.
In fact, for less than 450 € a year, you can have everything you need in place.
And perhaps most importantly—it can all be set up without needing to hire a professional, although doing so might offer peace of mind and save time during setup.
And what do you get in return? Control.
A website gives you control over how your products or services are presented, the content you publish, and how people interact with your brand.
It also helps you appear more trustworthy. Having a secure, professional domain (with a custom email address like you@yourcompany.com), which signals credibility to both users and search engines.
What Is SEO and How Does It Work?
Search Engine Optimisation (SEO) is the process of improving your website to increase its visibility when people search for relevant topics online—usually via Google. It’s about aligning your content, technical structure, and authority with what search engines (and users) expect to find.
Search engines use bots (also called crawlers) to scan websites, index content, and determine which pages best answer a user’s query. SEO helps your site appear higher in those search results.
What Are the Four Types of SEO?
- On-page SEO: Content optimisation, internal linking, headings, metadata, etc.
- Off-page SEO: Building authority through backlinks and mentions on other websites.
- Technical SEO: Site speed, mobile-friendliness, structured data, crawlability.
- Local SEO: Optimising for map results and local queries (especially important for small businesses).
Can I Do SEO on My Own? Is SEO Free or Paid?
Yes, you can do SEO yourself—many small businesses do. It’s technically free, but effective SEO requires time, tools, and consistent effort.
How Much Does SEO Cost?
- Spain / Europe: Freelance or agency packages usually start at 300–600€ per month.
- UK (upper range): Up to £1,500/month for small businesses.
- US (upper range): Often exceeds $2,000/month, depending on competition and scale.
DIY SEO may save money, but strategic help often speeds things up and avoids wasted effort.
What Is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are key criteria Google uses to evaluate the quality and reliability of your content.
- Experience: Has the author directly used or worked with the product, service, or topic?
- Expertise: Do they have proven knowledge or credentials?
- Authoritativeness: Is the site or author widely recognised as a trustworthy source?
- Trustworthiness: Does the site appear safe, accurate, and transparent?
Demonstrating E-E-A-T through your content can help improve rankings, particularly in competitive or high-stakes niches.
Will SEO Exist in 10 Years?
More likely that it will evolve and how we optimise content will change.
Search could to shift toward AI-driven discovery, conversational answers, and results shaped by personal context. Social and voice search may play a bigger role, too.
But so long as people ask questions, there will always be a need for structured, discoverable, high-quality content. Whether we call it SEO or by another name is a different matter, strategy remains the constant.
Introducing AISO: AI Search Optimisation
AISO (AI Search Optimisation) focuses on how platforms like ChatGPT and Perplexity present information. These systems don’t work like traditional search engines, but they still surface content and shape visibility.
To optimise for AISO, you need to create:
- Clear, structured answers to specific questions
- Trustworthy content with clear sourcing
- Pages that offer real value and original insights
Search engines may change, but discoverability and quality content still matter.