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How does Google decide who ranks?

Three things, in rough order of weight for a service business: relevance, authority, and — for anything local — proximity and prominence. Everything an honest SEO does is an attempt to improve one of them. Relevance is whether your page actually addresses the search. This is the most-neglected and cheapest to fix.

Local SEO vs organic SEO — which one produces your calls?

For most service businesses, local is where the calls come from and organic is where the trust gets built. They are different systems with different ranking rules, and treating them as one thing is a common and costly mistake.

What does SEO cost, honestly?

Most small and mid-size businesses pay somewhere between $500 and $5,000 per month, and competitive national or ecommerce campaigns commonly run $5,000–$20,000+. Those are broad market observations rather than survey data, but they're the ranges we see quoted in practice. The number that matters more than the total is what it buys in labour.

What should you fix first?

In this order, because each step is wasted if the one above it is broken.

What kind of content ranks in 2026?

Content with information in it that isn't available elsewhere. That sounds obvious and it is now the whole game, because generative AI made competent-but-generic writing free and therefore worthless. When anyone can produce a passable 1,200-word article in seconds, passable articles stop being a differentiator and start being noise Google actively filters.