For small and local businesses Search Engine Optimisation (SEO) may seem daunting or just an afterthought as the main focus is delivering the best products and services for your customers. However, with the right SEO, you can make the most of online searches and drive more traffic to your site or in-person store. With this guide, we hope you get a better understanding of SEO and how to make it most effective for you and your business.

What is Search Engine Optimisation?

Source: DetailTechnologies

SEO is increasing the quality and quantity of website traffic to your website through a search engine, focusing on organic (unpaid) traffic. Google ranks websites in a search based on the quality and relevance of their site and content and as this organic you want this to be as good as possible so that you’re their top search result. They’re looking for high-quality, relevant information based on a complex Google algorithm asking questions such as:

  • How do people engage with your site?

  • Do they find the information they’re searching for?

  • How long do they spend on your site? Or do they just ignore it?

  • How user-friendly and accessible is your site?

  • How unique is the content?

Having a properly built website, setting up Google My Business and Optimising keywords, you’ll be able to drive more (organic traffic) to your page and business and generate more sales.

Here are some tips and things to prioritise to help your online business presence excel 📈

  1. Website

Having a well structured and easy to follow website is now essential for any online business. That doesn’t mean spending millions on a state-of-the-art website, but it should meet some quality standards. Site structure, loading speed, security and the landing pages as well as a good user experience emphasise that you have a high-quality website. Google outlines their priorities in “Steps to a Google-friendly site”.

  • Give visitors the information they’re looking for: Probably the most important step to do. If you have good quality information, the content alone will attract visitors and encourage others to link to your page.

  • Make sure that other sites link to yours: Links from other sites help to back up the trustworthiness of your site and makes it easier to find and gives your site wider visibility in search results.

  • Make your site easily accessible: The website should have a logical build and flow, with each page being reachable from another in a static text link.

  • Things to avoid: Don’t use excessive images to display content, as it's harder for Google to pick up the value of them. Don’t unnecessarily have pages filled with keywords or pages you don’t intend visitors to see as they’re considered deceptive and Google may ignore your site.

Mobile interactions are becoming as important as desktop versions, so the mobile interface should be developed for the best user experience, a major factor in Google’s rankings.

2. Google My Business

Google My Business is a free business profile giving you control over how your business appears on Google Search and Maps, interactions with customers and get insights into how your customers are interacting with your business.

Source: CampaignHero

When users google your business your company appears in a panel on the side of search results and on map listings as well (image), improving your visibility and building trust in your customers. With this easy to use feature from Google, your business automatically becomes more professional with opening hours, images, contact details, location/directions and the ability to respond to reviews and customers all on display. Information about the business can be quickly and easily updated and you can regularly have posts and photos showing the latest promos, products and new features to your business. As well as this, it offers insights and these can be used to make changes to the website and listing to keep improving your online presence.

This official Google tool helps rank your business in your geographic area and boosts your credibility with Google and visitors in general.

3. Keywords

Keywords are search terms on search engines that define your content and help it show up on results pages. They should be words and phrases that your clients use when searching for you and your products online. When you understand what people are typing into searching online it helps you tailor your content and use terms that others are actually using, so that your site can be seen.

These keywords should be specific to your business so that you clearly stand out and when searched for, your content is unique and accessible to users. But if your keywords become too detailed and niche, there may not be searches for your site and it will be harder to drive any traffic to your site. Finding this balance can be challenging, but once set up they become your strategy to directing people to your site instead of others.

Once these keywords are decided and set up within ad campaigns, they should be used on your website pages so that they rank higher when customers find your site. They can be used in page titles, text, meta description etc, and worded in the same way your audience would search for them. It’s important not to saturate your website with these keywords as Google may interpret this as spam and stop recommending your site. But by implementing the right keywords, you can engage more users, increase conversions and improve the success of your marketing campaigns.

4. Social/Linking/Shareability

Getting people to talk about and share your business is one of the most valuable ways to grow your brand presence. This can be done through links from other sites, social media and rating and review systems, which improve your brand visibility and trust with search engines and your audience.

Having your site linked and referenced from other websites builds credibility within search engines. As they see you as trustworthy and well known from other high-quality sites (established sites, similar businesses/competitors) you rank higher and are shown more often on search engines. These links can come from producing content that others share and being listed in directories (TrustPilot, Apple Maps, Facebook etc).

Social Media

Source: Carrickaland

Through social media, you can easily promote your services and product, which helps direct traffic to your stores and sites as well as giving you control over the image of your business. It can help improve brand awareness and customer engagement. Having your business on a range of social media platforms means more people can see your business and have the chance to interact with it. Regular quality content posts and engagement build a strong reputation with potential clients which goes a long way in promoting your business.

5. Stay up to date

With everything set up, from Google My Business to your ads, to your website, it’s important to keep it all update with relevant accurate information. This should include any changes to your business information, new products or posts and engagement with your customers. Inaccurate information easily turns away customers as it makes it harder to find you and your products, which can cause a loss in branding and trust among your customer base.

If your business location and information aren’t changing, then you can create posts and promos online which help to stay relevant and at the forefront of your customer’s mind. Things such as blogs, new products or general updates about business life and any interesting stories help to engage customers as well as come across in a positive way and give customers an opportunity to become invested in the brand and its stories.

How we can help

Hopefully, this article has helped explain the basics of Search Engine Optimisation and why they’re so important and beneficial for any business. Whilst SEO might seem exhausting and not the primary focus of your small business, it goes a long way into improving the impressions and reach within your customer base. If SEO is something you’re interested in, but aren’t sure where to start or would like to know more, CampaignHero offer SEO as a service allowing professional SEO while you can continue to run your business. Please feel free to contact us at and we look forward to working with you and answering any questions in the future.

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