How to start SEO in a small business

SEO has a reputation problem.

To some small business owners, it sounds like techy wizardry meant for big companies with deep pockets and dedicated teams. Others have dabbled—usually after a cold pitch from a freelancer promising “#1 rankings fast”—only to get burned or overwhelmed.

But here’s the truth: SEO doesn’t have to be complicated. Or expensive. Or slow. You don’t need a 50-page strategy deck. You just need to understand what matters, what doesn’t, and how to take action consistently.

If you’re running a small business and want to show up when people search for what you do, this guide is for you. Whether you sell handmade candles or fix leaky pipes, you can win in search—without turning your life upside down.

Let’s break it down, step by step.

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First, forget the buzzwords. SEO is about being found.

At its core, SEO (search engine optimization) is just the process of helping your business show up on Google when someone searches for something related to what you offer.

“If you’re a pest control company in Charlotte, you want to show up when someone types ‘pest removal Charlotte NC’ or ‘termite inspection near me.’ That’s it. That’s the job.”

And while SEO can get complicated, the foundation is simple:

• Create helpful content people are actually searching for
  
• Make sure your website is set up clearly and cleanly
  
• Get other trustworthy websites to link to yours
  
• Stay consistent and relevant
  

That’s what Google wants. Not tricks. Not hacks. Just clarity and relevance.

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Step 1: Understand how people search for what you do

Most small businesses skip this and go straight into writing. Don’t.

Start by figuring out what your customers are actually typing into Google when they need your service or product. You don’t have to guess—you can research it.

Here’s how:

• Use Google’s autocomplete. Start typing “plumber near…” and see what fills in.
  
• Check the “People Also Ask” box in Google search results
  
• Use free tools like AnswerThePublic or Ubersuggest to generate keyword ideas
  
• Talk to your customers. Ask how they found you—or how they’d search if they didn’t know your business name
  

Keep a short list (20–30) of phrases that real humans would type, not just industry terms. Think “how to fix a leaking faucet”, not “residential plumbing solutions.”

This is your raw material. Everything else builds on this.

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Step 2: Set up your Google Business Profile (do it now)

If you do anything in SEO today, let it be this: claim and complete your Google Business Profile.

It’s free. It’s fast. And it’s the single most important thing you can do to show up locally.

Why? Because when people search for businesses “near me,” Google pulls from this profile—not your website. It powers the map results, reviews, photos, hours, and contact buttons. And it often shows up before your actual website in search.

Make sure your profile has:

• An accurate name, address, and phone number (NAP)
  
• Your exact business category (not just “services,” but “HVAC contractor” or “family law attorney”)
  
• Good photos (yes, people look)
  
• A short, clear description
  
• Updated hours
  
• Regular posts or updates (Google loves freshness)
  
• Reviews—and replies to reviews
  

If your profile isn’t claimed or looks half-finished, you’re leaving money on the table.

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Step 3: Fix your website’s foundations

No matter how good your content is, your website still needs to work. That means:

• It loads fast (on desktop and mobile)
  
• It looks clean and easy to navigate
  
• It works on mobile (over half of searches happen on phones)
  
• Each page has a clear purpose (home, services, about, contact, etc.)
  

If you’re using a builder like Wix, Squarespace, or WordPress, you’re already 80% there. Just avoid clutter. Don’t overload pages with pop-ups. Use real text, not images of text. And make sure your main pages each answer a specific question:

• Homepage: who you are, what you do, and where you do it
  
• Services/Product pages: one page per core offer
  
• About page: your story, trust signals, values
  
• Contact page: phone, email, address, form—make it easy
  

Bonus: Use page titles and headings clearly. Your homepage shouldn’t say “Welcome to our website.” It should say “Denver Roofing Services” or “Affordable Accounting in Manchester.”

That’s how search engines (and people) know what your site is actually about.

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Step 4: Write one helpful thing per week

Content scares a lot of small businesses. It feels time-consuming. It feels like “blogging.” But the reality is: you don’t need to write a blog. You just need to answer real questions.

That’s all SEO content is.

If you’re a dog groomer, write:

• “How often should I groom my golden retriever?”
  
• “Top 5 questions to ask before choosing a mobile dog groomer”
  
• “What’s the difference between a trim and a full grooming session?”
  

If you’re an accountant, write:

• “Do I need to file quarterly taxes as a freelancer?”
  
• “What small business expenses can I actually write off?”
  
• “LLC vs sole proprietor: which is best for your side hustle?”
  

These don’t need to be long. 600–1000 words is plenty. The goal isn’t to sound smart—it’s to be helpful. Answer the question better than anyone else.

Over time, this builds what Google calls “topical authority.” It’s how you become the go-to source in your niche or local area. If you’re also collecting inbound leads through content, consider using a lead management software to organise and follow up with them efficiently—especially as volume grows.

And yes—you can even outsource the writing if you’re strapped for time. But make sure it still sounds like you.

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Step 5: Get local backlinks (without being spammy)

Backlinks are links from other sites to yours. They’re one of the biggest ranking factors—and one of the most misunderstood.

You don’t need thousands. You just need a few good ones from relevant or local sources.

Here’s how:

• Get listed in local directories (Chamber of Commerce, Yelp, local press)
  
• Offer testimonials for vendors you use—they may link back
  
• Partner with complementary businesses (you refer them, they refer you)
  
• Sponsor a local event, charity, or podcast
  
• Pitch your story to a local journalist or blogger
  
• Join niche communities or associations relevant to your industry
  

Avoid buying links. Avoid Fiverr. Avoid SEO “gurus” promising 200 backlinks in a day. That’s how you get penalized, not ranked.

Just focus on real relationships that lead to real links.

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Step 6: Add FAQs and schema (for a visibility boost)

This one’s a little more advanced, but worth it: if you have a website with answers to common questions, you can mark them up with structured data (called “schema”) that helps Google show them as rich results.

That means your FAQ can show inside the search results—with dropdowns, reviews, or contact links.

It’s not required. But it helps you stand out. Tools like Yoast SEO or Rank Math (for WordPress) can help you do this without writing code.

Start with 3–5 FAQs per main service page. Keep them short. Write like a human. Let search engines do the rest.

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Step 7: Track your results (but don’t obsess)

Once you’ve got the basics in place, you’ll want to know if it’s working.

Set up:

• Google Analytics to see who visits your site and where they come from
  
• Google Search Console to track what keywords you’re ranking for
  
• Optional: a free or low-cost SEO tool like Ahrefs Webmaster Tools or Ubersuggest to track backlinks, audits, and performance
  

But don’t check every day. SEO takes time—and most digital marketing metrics are better viewed with a bit of distance anyway. It compounds. Instead, check monthly. Look for:

• Increases in search impressions
  
• More pages getting clicks
  
• More people landing on your site organically
  
• More calls, emails, or sales (the good stuff)
  

Treat SEO like a savings account—not a lottery ticket. It grows with deposits.

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What not to do (common small biz SEO mistakes)

Let’s wrap with a few traps to avoid:

• Don’t copy and paste content from competitors. Google sees it. It hurts you.
  
• Don’t stuff keywords unnaturally (“best flower florist Denver flowers”). Write for people first.
  
• Don’t pay for sketchy link-building gigs or “fast SEO results.” They’ll cost you.
  
• Don’t neglect mobile. If your site’s hard to use on a phone, you’re toast.
  
• Don’t forget about real customers. SEO is about people—not rankings.
  

Remember: ranking #1 doesn’t matter if no one clicks. Clicks don’t matter if no one buys. SEO only works when it’s tied to value.

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Final thoughts: small moves, big gains

You don’t need a consultant, a full strategy deck, or a technical SEO audit to get started. You just need to take it seriously, stay consistent, and stay customer-focused.

Every post you write, every FAQ you publish, every page you improve—these are signals to Google (and to real humans) that your business knows its stuff. That it’s active. That it’s worth showing to more people.

And the best part? SEO doesn’t disappear when your budget dries up. It keeps working. Quietly. In the background. Bringing new customers your way—even while you sleep.

That’s not magic. That’s just good marketing.