SEO for your company website – when search sends you nobody

Three layers of SEO for a company website

SEO is often reduced to putting keywords in the text. In practice a visitor reaches you from search in three stages, and the fix depends on where your site gets stuck.

• Be found: Google can crawl your pages and show them in results (indexing, sitemap, speed, mobile layout)
• Be chosen: you have a page that matches what people search for, and its title and description make that clear
• Be trusted: company details, location, service area and FAQs are there, so people feel safe contacting you

Small company sites usually pass the first stage and fail the second. A home page and a company profile alone will not reach people searching by service name or area. Start by working out which stage your own site is stuck at.

Signs your site is missing search traffic

If these sound familiar, SEO has a lot of room to help. You can check every one of them from the outside.

• Your company name brings up the site, but your service or "city + industry" does not
• Every page title is just "Home" or the company name
• All services are squeezed onto a single page
• Search Console is not set up, so you cannot see which searches show your site
• The latest news post is years old and the content no longer matches the business
• The address and phone number on the site differ from your Google Business Profile

If the site does not appear in search at all, check indexing first – see why your website is not found in search. If it shows up for your name but nothing else, the setup and page structure below are the fastest route.

The basic SEO setup to fix first

Before any rebuild, there are settings you can fix on the current site. Each one is small, but when they are missing, everything else works less well.

• Search Console: see the search terms, indexing status and errors
• XML sitemap: submit the list of pages to Google
• A title and description per page: what you do, where and for whom, at a glance
• Clean headings: one main heading (h1) per page, with subheadings that follow the content
• Mobile and speed: compress heavy images, use readable text and easy-to-tap buttons
• SSL and one URL version: serve https and redirect www and non-www to a single address
• Consistent company details: the same name, address and phone on the site and in Google Business Profile

On WordPress, titles and descriptions can usually be edited from the admin panel or an SEO plugin. Once the setup is done, check impressions and clicks in Search Console every few weeks.

Build pages around what people actually search

With the basics in place, content does the heavy lifting. The most effective step is a page that answers each search your customers really make.

• List the words: questions customers ask, the service names you use on the phone, the areas you cover
• One topic per page: give each service its own page
• Answer in detail: what is included, the process, typical timing, how pricing works, FAQs
• Link pages together: connect related services and company info, and keep a clear path to the inquiry form
• Use your own photos and words: your workplace, your own approach – things no competitor can copy

You do not need dozens of pages on day one. Start with three to five pages for the services most likely to bring inquiries, then expand based on results. Our guide to SEO for small businesses covers how to set those priorities.

Common SEO mistakes on company websites

SEO typically takes three to six months to show results. Impatience during that wait leads to shortcuts that can hurt the site.

• Buying backlinks or collecting piles of pointless link exchanges
• Repeating the same keyword unnaturally throughout the text
• Mass-producing near-identical pages with only the city name swapped
• Publishing blog posts unrelated to the business just to hit a post count
• Signing vague contracts with vendors who promise a number-one ranking

Search engines reward pages that genuinely help the person searching. If your site is old and the mobile layout or structure needs a full rework, consider building a new website with SEO in mind. Which route fits depends on the state of your current site, and that is the first thing we look at.

How UNANOBO handles SEO: a free demo of improved pages

Before you commit to anything, UNANOBO reviews your current website and builds a free demo of pages reworked around the searches your customers make. You see how the titles, headings and service pages change, on a computer and on a phone. You also get a structure proposal listing the pages to add and in what order.

The process is simple: free demo, feedback, launch, growth. The founder handles every project personally, so you keep one contact from the first demo to improvements after launch, all by message in Japanese or English. Search Console, GA4 and Google Business Profile stay in your name, and MEO or Google Ads can run through the same contact.