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Picture this: a potential customer in Hull searches “web design services near me” on their phone. Three businesses appear at the top of Google and yours isn't one of them. That customer clicks on your competitor's website and, just like that, you've lost a sale you never even knew was possible.
This scenario plays out thousands of times every day across Hull and East Yorkshire.
In 2026, if your business isn't visible on search engines, you're practically invisible to potential customers.
Search Engine Optimisation (SEO) is the difference between thriving and surviving in today's digital world.
Last week, I wrote a blog about the basics of SEO and how it works. In this one, we'll explore in greater detail why Hull businesses need to prioritise SEO, how it works and what steps you can take to increase the chances of your business appearing to potential customers.
What is SEO and why does it matter?
SEO is the practice of improving your website to increase its visibility when people search for products or services on search engines like Google. SEO helps your website appear higher in search results, making it more likely that potential customers will find and visit your site.
Think of search engines as the modern high street. Just as you'd want your shop to be in a busy location with clear signage, you want your website to be easily found when people are looking for what you offer. The difference is that the digital high street serves millions of people every day, and the ‘location’ of your business is determined by how well you've optimised for search engines.
68% of online experiences begin with a search engine (According to a report by BrightEdge) and 75% of users never scroll past the first page of search results (HubSpot). If your business isn't ranking on that first page for relevant searches, you're missing out on most potential customers who are actively looking for what you provide.
Why Hull companies need SEO
Hull's business landscape is more competitive than ever. The companies that understand digital marketing are pulling ahead, whilst those relying solely on traditional methods are being left behind.
Consider the buying journey of a modern consumer. Before making virtually any purchase decision, they research online. Whether they're looking for a new accountant, planning a night out, or need emergency home repairs, their first instinct is to search on Google. If your business appears in those search results with relevant information, you've got a fighting chance. If you don't appear at all, you've already lost.
SEO also builds long-term value. A well-optimised website continues to attract visitors month after month, year after year. Businesses that invested in SEO years ago are still reaping the rewards today, enjoying a steady stream of organic traffic without paying for each click.
Local SEO: Dominating Hull search results
For most Hull businesses, local customers represent a large amount of the target audience. Local SEO ensures you're visible when people in your area are searching for what you offer.
The rise of mobile search has made local SEO more important than ever. ‘Near me’ searches have increased by over 900% in recent years, with people searching for everything from coffee shops to emergency plumbers on their smartphones.
Your Google Business Profile is the central hub for local SEO. This tool allows you to manage how your business appears on Google Search and Maps. A fully optimised profile includes accurate business hours, your location, photos, your website link and regular updates. Businesses with complete profiles are twice as likely to be considered reputable by customers.
Reviews also play a crucial role in local SEO. They influence potential customers' decisions and they signal to Google that your business is active and trustworthy. Encourage satisfied customers to leave reviews and always respond professionally to both positive and negative feedback. This engagement shows you value customer input and helps build trust with potential clients.
Using local keywords naturally into your content is equally important. Rather than just targeting ‘marketing agency’, a Hull business should target ‘marketing agency Hull’ or ‘SEO Hull’. These location-specific keywords might have lower search volumes, but they attract highly relevant local traffic from people who are more likely to become customers.
Common SEO mistakes Hull businesses make
Even with the best intentions, many Hull businesses make SEO mistakes that limit their online visibility. Understanding these common downfalls help you avoid them.
One of the biggest mistakes is neglecting mobile optimisation. Google now uses mobile-first indexing, meaning it primarily uses the mobile version of your site for ranking. Test your site on various device sizes and make sure it loads quickly and displays properly.
Another error is keyword stuffing, my pet peeve. Cramming your target keywords unnaturally into your content is an outdated tactic that actually harms your rankings. Search engines are intelligent enough to understand context. Instead of repeating ‘SEO Hull’ dozens of times, focus on creating genuinely helpful content that naturally incorporates your keywords where they make sense.
Poor quality content is another mistake we see often. Some businesses create generic content to just have something on their website. Search engines reward depth, originality and usefulness. A well-researched, comprehensive article that genuinely helps your audience will always outperform shallow content, even if the latter is ‘optimised’ with keywords.
Finally, many businesses don’t track their SEO results. Without measuring your organic traffic, keyword rankings and conversions, you can't know what's working and what needs changing. SEO is an ongoing process that requires regular monitoring and refinement. SEO audits are essential when tracking your SEO. I covered this in a previous blog, The Power of an SEO Audit Agency.
DIY SEO vs hiring an SEO agency in Hull
The question many Hull business owners face is whether to handle SEO themselves or hire experts. The answer depends on your resources, expertise and business goals.
There are certainly aspects of SEO you can manage yourself. Claiming and optimising your Google Business Profile is straightforward. Writing blog posts about topics relevant to your business is something any business owner can do. Ensuring your website loads quickly and works on mobile devices often requires working with your web developer, but these are one-time fixes rather than ongoing efforts.
However, SEO is a complex field. Search engines update their algorithms hundreds of times per year and what worked last year might not work today. As an experienced SEO agency in Hull, we stay up to date with these changes and know how to adapt. We bring expertise in technical SEO, link building, competitive analysis and content strategy that takes years to develop.
Time is another crucial factor. SEO requires consistent effort. If you're already stretched thin running your business, adding high-quality SEO to your plate might mean it doesn’t get the attention it deserves.
At Bluestorm, we specialise in helping Hull businesses improve their online visibility and attract more customers through proven SEO strategies. As a Hull marketing agency, we understand the local market, the competition you face and the opportunities available to businesses in our area.
If you're ready to stop losing customers to competitors who rank higher on Google, we're here to help.
Your competitors are already investing in SEO. The only question is, when will you start?
