“I’ve heard I need SEO but I don’t really know what it means or if it’s worth my time.”, “Is SEO worth it for a small business?”, “Is it worth paying someone for SEO?”, if any of these sound familiar, you’ve come to the right place. In this article, I’ll answer these questions, and help you get a clear understanding of what SEO is, how it can help your business, and perhaps more importantly, some steps you can take to improve your ranking without breaking the bank!
What is SEO, and what does it actually mean for a small business?
These days, most people search online before choosing a business. SEO stands for Search Engine Optimisation and a good ranking means your business is easy to find when a potential customer is looking for something you offer.
It really comes down to one simple question: when someone searches for what you do, does your site show up? That’s it. You’re not up against Amazon here, your real competition is the other local plumber, café, or accountant in your area, and if you're having trouble getting your website to show up in Google's top results, SEO is, amongst other things, something you want to dig into.
So, is it worth it?
The short answer is, yes. It does take some effort though, and you won’t see results overnight. Generally speaking, it takes around 3 to 6 months before things start to move.
That said, the benefits of consistent, free traffic to your website are hard to ignore, especially when you compare it to paid ads, where the moment you stop paying, the visitors stop coming. For local businesses in particular, the opportunity is significant because the online competition is often much weaker than you’d expect.
Local SEO: the bit most small businesses are missing
1. Google Business Profile.
This is probably the single highest-impact thing most small businesses aren’t making the most of. Claim your business profile and update it with your business name, website, address, phone number and opening hours.
2. Map Pack presence.
Getting your Business Profile right puts you in a strong position to appear in the local results that show up when someone searches for “plumber near me” or “coffee shop [town name]”. To strengthen this further, keep your business name, address and phone number consistent across every platform you’re listed on.
3. Online reviews.
Reviews from happy customers do two things at once, they build trust with potential customers and they signal to search engines that your business is legitimate. Don't be shy about asking satisfied customers to leave one.
4. Local content.
Writing blog posts or creating pages that reference local events, landmarks, or news helps search engines connect you to searches happening in your area.
The common mistakes (and easy fixes)
1. Your website isn’t mobile friendly.
The majority of people browse on their phones, and search engines know this. If your site doesn't work well on mobile, it's unlikely to be served as a top result.
How to fix this: Make sure your website uses a responsive design that adapts properly to smaller screens..
2. Your pages don't have a clear topic, or enough quality content.
Google needs to understand what each page on your site is about. If it can't work that out, it won't know when to show it.
How to fix this: Use a tool like Google Keyword Planner to find relevant search terms for your industry. Three-to-four word phrases (known as long-tail keywords) are worth focusing on as they're more specific and face less competition. Once you have your keywords, use them naturally. Write content you'd actually want to read yourself, and write it for your customers, not for Google.
3. No FAQs section.
A Frequently Asked Questions section is a great way to add useful content without it feeling like a big commitment. If writing blog posts feels like a stretch right now, this is a brilliant place to start, and it works alongside blog posts too.
How to fix this: Note down three to five questions customers regularly ask you, or questions you'd want a potential customer to have answered before they get in touch. If nothing comes to mind, start typing questions into Google and let the autocomplete suggestions point you in the right direction. Where possible, tailor FAQs to specific services or products, Google doesn't like duplicate content.
4. Not tracking SEO results.
SEO is a long game, and without measuring what's working, you're flying blind.
How to fix this: Set up Google Analytics to monitor your site's performance. Track which pages are getting traffic and where it's coming from, and adjust your approach over time. Patience is key here, give it time before drawing conclusions.
What you can actually do right now (without hiring anyone)
Claim and fill in your Google Business Profile properly
Check how your site performs on mobile using PageSpeed Insights
Make sure the main things your business offers each have their own dedicated page
Ask a few happy customers to leave you a Google review
Write one piece of content (a blog post, an FAQ, anything), that answers a question you get asked all the time
Now what?
Hopefully this has given you a clearer picture of SEO and what it can do for your business. It doesn't have to cost a lot, but it does require patience. A few well-chosen keywords and one solid piece of content is a perfectly good place to start. Work through the steps in this article and your online presence will gradually start to reflect the quality of what you actually offer.
If you'd like more personalised advice or a review of your current website, feel free to get in touch for a website evaluation or via the contact form, I'd love to take a look and see how I can help.