Key Takeaways: Nearly every website quote promises 'basic SEO'. Here is the specific list of what that should mean, what it cannot promise, and the questions to ask before you accept a quote. Prioritise verified service-area pages, transparent pricing benchmarks, authentic customer proof, and structured FAQ answers to capture both Google Map Pack and AI search enquiries.
"Basic SEO setup" appears on almost every website quote and means something different on each. Here is what it should include for a small business site, so you can hold a quote to it.
What should be included
- A page title and meta description for every page, written for the page, not copied from a template.
- One clear H1 heading per page that says what the page is about, with sensible H2 subheadings.
- Clean, readable URLs such as /hot-water-systems/ rather than /page?id=17.
- Image alt text describing each image.
- Structured data marking up the business (name, address, hours, service area) and articles.
- An XML sitemap submitted to Google Search Console.
- A robots file that does not accidentally block the site.
- Mobile-friendly, fast-loading pages with compressed images.
- HTTPS on every page, with all versions redirecting to one address.
- Redirects from old URLs if replacing an existing site.
- Google Business Profile linked to the new site and details matched.
That is the setup. At YINO it is included in every package on the pricing page.
What it does not include
- Ongoing content. New pages and articles over time are separate work.
- Link building or outreach. Getting other sites to mention you is a campaign, not a setup task.
- Rankings. No setup guarantees positions. Anyone who says otherwise should be avoided.
- Local reviews. Only you can earn those.
- Competitive analysis and strategy. That is what a paid audit is for.
The questions to ask
- Can you list exactly what "basic SEO" covers on this quote?
- Who writes the titles and descriptions, and can I see examples?
- Is structured data included, and for which types?
- Will old URLs be redirected?
- What happens after launch, and what does that cost?
When you need more than basic
If you are in a competitive suburb or industry, or a site has been live for a while without results, the next step is a diagnostic rather than more setup: what is indexed, what competitors rank for, what is missing on the site and the Google profile. That is YINO's Launch review, from $699+, on the search visibility page.
Local Search & AI Visibility Benchmark Comparison
Before scaling paid ads, compare how foundational local search signals impact discovery across Google Maps, organic results, and AI assistants for basic seo setup:
How long does it take to see measurable enquiry growth after updating these pages?
Conversion improvements such as clearer pricing, mobile click-to-call buttons, and suburb proof lift enquiry rates immediately for existing traffic, while Google Maps and AI search rankings compound steadily over 60 to 90 days.
| Visibility Channel | Primary Ranking Signal | Expected Lead Intent | Recommended Maintenance Cadence |
|---|---|---|---|
| Google Maps / Map Pack | Verified primary category, suburb-specific reviews & accurate NAP hours | High-intent local calls & direct booking enquiries | Weekly photo updates & prompt review responses |
| Organic Service Pages | Dedicated page per core service, transparent pricing & genuine suburb proof | Comparison shoppers evaluating packages and credentials | Monthly project case updates & seasonal refreshes |
| AI Search (ChatGPT / Perplexity / AI Overviews) | Direct answer-first paragraphs, structured tables & consistent third-party mentions | Pre-qualified buyers asking specific cost or trust questions | Quarterly audit of FAQ clarity & structured schema |
| Unoptimised Directory / Generic Template | Duplicated suburb names without real local proof or pricing transparency | Low trust & high bounce rate on mobile devices | Replace with authentic service-area pages |