SEO stands for Search Engine Optimisation. It’s the process of improving your website so it ranks higher in search engine results, primarily we’re talking about Google (other search engines are available). While it might seem like a dart art at first glance, the fundamentals are actually straightforward to get your head around.
At its core, SEO is about telling Google what your business does and making it easy for their systems to understand. It’s about creating logical connections between what people search for and what your website offers. You don’t need to be a technical genius to get started and make a real difference to your website traffic.
Getting started with SEO
Take these first steps to get started improving your small business’ SEO.
1. Connect your site to Google Analytics
This free tool from Google gives you valuable insights into your website traffic. You’ll be able to track how many visitors you get, where they come from, which pages they view, and how long they stay. This data is great for helping you to understand what’s working and what needs improvement.
2. Work out what systems you use
Find out what platform your website is built on (WordPress, Wix, Squarespace, etc.) and spend time learning how to make changes. Most platforms have user-friendly interfaces that allow you to edit content, add pages, and modify settings without coding knowledge.
If your site runs on WordPress, consider installing an SEO plugin like Yoast SEO. These tools create a checklist of SEO tasks and make it easier to optimise each page properly.
3. Get familiar with your website
Make a list of all the pages on your website in a spreadsheet, and in another column, put their URLs. This is the start of your website’s SEO audit.
The essential SEO elements
For each page on your website, you need to optimise several key elements:
4. URLs
Keep them short and descriptive, and include your target keyword. Instead of generic names like “/page1” or “/services”, use specific terms like “/seo-services-london”. Bear in mind if you change them you’ll lose SEO value of the existing pages and links you’ve shared (on social media, for example) will break. You can prevent this by setting up 301 redirects.
5. 301 redirects
If you change a URL, set up a proper redirect so visitors (and search engines) are sent to the correct new location
6. SEO title
This appears in search results and browser tabs. You have about 66 characters to work with, so make them count. Include your main keyword and make it compelling enough to click.
7. H1 heading
Each page should have one main heading (H1) that clearly states what the page is about. This should contain your target keyword.
8. H2 subheadings
These break up your content into scannable sections and provide additional opportunities to include related keywords.
9. Body content
The main text of your page should expand on what your H1 promises. Google examines this content to determine what your page is about, so be thorough and relevant.
10. Meta Descriptions
Meta descriptions are short summaries (under 160 characters) that appear beneath your page title in search results. While they don’t directly impact rankings, they strongly influence click-through rates. Write them as mini-advertisements for each page, including your target keyword and a clear call to action. A good meta description tells searchers exactly what they’ll get if they click and why they should choose your page over others. Though Google sometimes generates its own descriptions, providing custom ones gives you control over your search appearance and helps convert searchers into visitors.
Doing keyword research
Keyword research helps you discover what terms people are searching for in your industry. Each website page should have a different keyword or keyphrase focus (don’t make your pages compete against each other). Add this to your SEO audit spreadsheet for your website. You need to check these focuses are actually terms people are using to search and you can use these methods to do that…
11. Your existing knowledge
Start with what you know. What questions do customers ask? What problems do they need to solve?
12. Google Search Console
If your site has been running for a while, check what terms you’re already ranking for and build on that success.
13.Free tools
Google Keyword Planner isn’t very helpful unless you’re running ads (it gives broad ranges like “10-1000 searches per month”), there are alternatives:
- Answer the Public: Shows questions people ask about specific topics.
- ChatGPT: Can suggest related search terms.
- Ahrefs (free limited version): Provides more specific data.
14. Semantic keywords
Google now understands related terms. It knows that “freelancer” and “freelancing” are connected concepts, so you don’t need to awkwardly stuff both into your content.
Creating SEO-Friendly Content
15. Quality over quantity
Focus on creating valuable, informative content that genuinely helps your target audience. Google rewards content that answers searchers’ questions thoroughly.
16. One target phrase per page
Assign one primary keyword to each page. This prevents “keyword cannibalisation”, where multiple pages compete for the same search term. You’re already competing against other websites – don’t compete against yourself too!
17. Regular updates
Keep your content fresh by updating existing pages and adding new ones. Google values recently updated content.
18. Using AI wisely
AI tools can help with research and drafting but always review and personalise the output. Google can detect generic AI content, and your audience deserves your authentic voice.
Other technical SEO considerations
19. Internal linking
Link between related pages on your site using descriptive anchor text. Instead of “click here,” use text that describes the destination, like “our SEO services page.”
20. Opening links
When linking to external sites or downloads, set them to open in new tabs so visitors don’t leave your site completely.
Useful SEO resources
To continue learning about SEO, follow these trusted sources:
- Neil Patel’s blog and YouTube channel
- Ahrefs blog and free tools
- Answer the Public for content ideas
- Moz’s Beginner’s Guide to SEO
Create an SEO marketing habit
SEO doesn’t need to be overwhelming. Start with these basics, make improvements gradually, and monitor your results. Start by setting a timer for 20 minutes daily to work on some SEO tasks. With time and consistent effort, you’ll see your website climbing in search rankings and bringing more relevant visitors to your small business. It won’t be instant, and some things will take longer, but those benefits will build up incrementally over time.
