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The DIY Guide to SEO for Small Businesses

September 15, 2023

For those new to the term, SEO (Search Engine Optimization) is a set of strategies and practices to enhance a website's visibility on search engines like Google, Bing, and Yahoo. In simpler terms, it's ensuring your business appears when potential customers type relevant keywords into a search box.


Why Is SEO Important for My Business?

While the online arena is vast and teeming with countless websites, SEO ensures that your website doesn’t get lost in the vast ocean of the internet. For local businesses, in particular, SEO isn't just about global reach; it's about being found by your local community.

Think of the last time you searched for a nearby restaurant, dentist, or boutique. The businesses that appeared at the top of your search results likely have a strong SEO strategy in place. They understand that in a world where the majority of consumers first turn to search engines for recommendations, ensuring a prominent online presence isn't just beneficial—it's essential.

Whether you're running a global enterprise or a cozy corner cafe, SEO plays a pivotal role in connecting with your target audience, driving traffic, and boosting sales. Dive in with us as we unpack the essentials of SEO and how you, as a small business owner, can leverage it for maximum impact.

The difference between organic and local search

When you type something into a search engine, you're likely to see two main types of results: organic and local. Think of organic search results as the general list of websites that match your query based on relevance, content quality, and many other factors. They aren't necessarily tied to a specific location. For example, if you search for "how to bake a cake," the organic results will provide various websites offering recipes and baking tips.

Organic Search

On the other hand, local search results are specifically tied to businesses or services near you. If you search for "cake shops near me," the search engine will display a list of bakeries and cake shops in your vicinity, often accompanied by a map, reviews, and contact information from their Google Business Profile. Local search is incredibly valuable for small businesses aiming to attract nearby customers, while organic search is more about broad topics and general information.

Local Search

In this article, we will be exploring ways to increase your organic search traffic. However, if you are interested in learning more about local search, check out our article on why local SEO is essential for small businesses.

What is On-Page SEO?

As you delve deeper into the world of SEO, you'll encounter a vital component known as on-page SEO. This refers to all the elements directly on your website that you have control over, from the written content and images to the headlines and meta descriptions.

Imagine entering a well-organized store: items are neatly labeled, aisles are clearly marked, and there's helpful information about each product. On-page SEO is the digital equivalent of that organization, ensuring that search engines can easily understand, index, and present your website to users.

Title Tags

Title Tags

A title tag is the main text that describes an online document. It's often the first thing people see in search results, typically displayed as the clickable headline for a given result. Its importance lies in its ability to provide both users and search engines with a concise summary of what to expect from the page. 

Title Tag Best Practices

  • Keep it concise, typically between 50-60 characters.
  • Make sure it's relevant to the content and includes a primary keyword.
  • Avoid keyword stuffing; make it readable and natural.

Meta Descriptions

Meta Descriptions

The meta description is a brief summary, typically up to 160 characters, that describes the content of a webpage. While it doesn't directly influence rankings, an effective meta description can increase click-through rates from search results.

Meta Description Best Practices

  • Summarize the content's main point.
  • Include relevant keywords, but avoid stuffing.
  • Write it in a way that encourages users to click.

Header Tags

Header Tags

Header tags, ranging from H1 to H6, are used to structure content on a page. Think of them as the chapter titles and sub-titles in a book. The H1 typically represents the main heading (like a book title), while H2s, H3s, etc., break down topics further. They help users easily navigate content and allow search engines to understand the structure and importance of topics on a page.

Header Tag Best Practices

  • Use only one H1 per page, typically for the page's main title.
  • Use headers hierarchically (e.g., use H2s before H3s).
  • Include relevant keywords but ensure headers remain descriptive and natural.

Keyword Optimization

Keyword Optimization

Keyword optimization is researching and selecting the right keywords and then using them appropriately within your content. Keywords are the terms people type into search engines. By optimizing them, you ensure your content aligns with what people are searching for.

Keyword Optimization Best Practices

  • Research keywords using tools like Ahrefs Keywords Explorer.
  • Ensure content relevance by choosing keywords that match your topic.
  • Distribute keywords naturally; avoid excessive repetition.

Content Quality

The quality of the content you produce directly impacts how both users and search engines perceive your site. High-quality, original content is more likely to be shared, linked to, and appreciated by users.

Content Quality Best Practices

  • Well-researched and factual.
  • Original and free from plagiarism.
  • Written to engage and provide value to the reader.

Internal Linking

Internal Linking

Internal linking refers to hyperlinks that point to other pages on the same website. It's a way of guiding your visitor from one relevant topic to another. For search engines, internal links help in understanding the structure and importance of content on a site.

Internal Linking Best Practices

  • Link to related content that readers might find beneficial.
  • Use descriptive anchor text for links.
  • Avoid excessive internal linking; keep it meaningful.

Image Optimization

Image Optimization

Images enhance content but need to be optimized to ensure they don't slow down your website. Image optimization includes practices like compressing the image file size (with free tools like this) without compromising quality and using ALT tags – text descriptions for images that help search engines understand the image context.

Image Optimization Best Practices

  • Use relevant ALT tags for every image.
  • Compress images to reduce load times.
  • Choose descriptive filenames for your images.
  • Serve images in next-gen formats like .webp

What is Technical SEO?

While the realm of SEO encompasses various facets, one essential yet often overlooked component is technical SEO. Distinct from on-page SEO—which focuses on content elements like keywords and meta tags—and off-page SEO—which revolves around external signals like backlinks—technical SEO zeroes in on the website's infrastructure.

Think of it as the foundation of a house. Just as you can't build a sturdy house without a solid foundation, you can't expect a website to perform optimally without strong technical underpinnings. Technical SEO ensures that search engines can crawl, interpret, and index all the necessary pages of your site seamlessly. It optimizes the "behind-the-scenes" aspects, from site speed to security, ensuring a smooth and user-friendly experience.

In short, while on-page and off-page SEO attract visitors to your site, technical SEO ensures they have a flawless experience once they arrive.

Mobile Responsiveness

In today's smartphone age, a vast number of users access websites from mobile devices. Mobile responsiveness ensures your website looks and functions well on all devices, especially smartphones and tablets. An unresponsive design can drive users away, potentially leading to lost sales or engagement.

Mobile Responsiveness Best Practices

  • Use a mobile-friendly design or theme.
  • Test the website on various devices to ensure consistency.
  • Prioritize ease of navigation for mobile users.

Website Speed

website page speed

How quickly your website loads can significantly affect user experience and your search engine ranking. Website speed is essential because a slow-loading site can deter visitors and increase bounce rates. Tools like Google's PageSpeed Insights or GTmetrix can help you test and optimize your site's speed.

Website Speed Tips

  • Optimize images with tools like ShortPixel.
  • Leverage browser caching and optimize scripts with plugins like WP Rocket.
  • Consider using a Content Delivery Network (CDN) like Cloudflare.

XML Sitemap

XML Sitemap

Think of an XML sitemap as a roadmap of your website, showing search engines the structure of your site, the importance of pages, and how often they're updated. This aids search engines in crawling and indexing your content efficiently. They can be easily made with free plugins like RankMath and Yoast.

XML Sitemap Best Practices

  • Regularly updating the sitemap as you add or remove pages.
  • Submit the sitemap to search engines via tools like Google Search Console.
  • Ensure your sitemap is free of errors.


Robots TXT

The robots.txt file tells search engines which parts of your website they should or shouldn't crawl and index. While it can be useful to block specific content from search engines, incorrect use can inadvertently hide your entire site. Using a plugin like RankMatt or Yoast will also autogenerate your robots.txt and allow you to edit it as needed.

Robots.txt Best Practices

  • Make sure necessary pages aren't being blocked.
  • Regularly reviewing and updating the file as needed.
  • Use Google Search Console to test and review your robots.txt.

Structured Data & Schema Markup

Structured Data and Schema Markup

Structured data and schema markup are coding languages that provide search engines with more information about your website content. This can lead to rich results in search engines (like star ratings or images) which enhances visibility and can improve click-through rates.

Structured Data & Schema Markup Best Practices

  • Use Google's Structured Data Testing Tool to verify implementation.
  • Implement relevant schema types for your content (like recipes, products, or events).
  • Regularly updating and checking for errors.


HTTPS is a secure version of HTTP, ensuring data between the user's browser and the website is encrypted. It's a critical factor for website security and user trust, especially for e-commerce sites or sites that handle sensitive information. Today, it is offered for free by most platforms through nonprofits like Let's Encrypt.

HTTPS Best Practices

  • Set a force redirect to the HTTPS version of your site.
  • Ensure all links point to your HTTPS version.

404 Errors & Redirects

404 Errors and Redirects

404 errors indicate a page was not found, which can frustrate users and impact the site's search ranking. Redirects, when done correctly, can guide users to the right location if a page's URL changes.

404 Errors & Redirects Best Practices

  • Regularly check your site for 404 errors and fix broken links.
  • Use 301 redirects for permanently moved or deleted pages.
  • Avoid chains of multiple redirects (ideally three or fewer).

Practical First Steps to Improve Your Site's SEO

Perform an SEO Audit to Identify Areas of Improvement

Before diving headfirst into the world of SEO, it's paramount to understand where your website currently stands. An SEO audit is like a health check-up for your site. By evaluating various elements—from your site's structure to its on-page content—you can pinpoint areas that need enhancement.

Tools like Google Search Console, SEMrush, or Ahrefs offer insights into issues that might be affecting your website's visibility in search engines. An audit can reveal broken links, duplicate content, and speed optimization needs, among other crucial factors. By addressing these issues, you pave the way for a stronger SEO foundation.

Regularly Update and Improving Website Content

Content is the heart of your website. Search engines love fresh, relevant, and valuable content. It's not just about creating new articles or pages, but also about revisiting and refreshing existing ones.

Maybe there's a blog post from a year ago that could benefit from updated statistics, or perhaps there's a product description that could be made more engaging. By regularly updating your content, you signal to search engines that your site is active and offers up-to-date information, which can positively influence your rankings.

Seek Expert Help if Unsure About Technical Optimizations

Technical SEO, as previously discussed, is the bedrock of your website. But it can be intricate and, at times, a bit overwhelming.

If you find yourself uncertain about how to implement redirects, optimize your site for mobile devices, or handle other technical elements, don't hesitate to seek professional assistance. An SEO expert or agency like Local SEO Partners can provide guidance, ensuring that your site is technically sound and primed for search engine success.

Stay Updated with the Latest SEO Trends and Best Practices

The digital landscape is ever-evolving, and SEO is no exception. What worked a year ago might not be as effective today. Search engines frequently update their algorithms, and best practices can shift.

To maintain a competitive edge, it's vital to stay abreast of the latest trends in the SEO community. Subscribe to industry-leading blogs, attend webinars, or participate in SEO forums. By staying informed, you position your website for long-term success in the dynamic world of search.

SEO Cannot Be Overlooked

Local businesses can no longer afford to overlook the power of SEO. A robust online presence isn't just for global enterprises—every coffee shop, boutique, and local service provider can benefit profoundly from better online visibility.

Remember, in the bustling digital marketplace, SEO isn't just an option—it's a necessity. Prioritize it, and watch your local business thrive.

Contact us today for a free consultation.

Let us help you turn clicks into customers by appearing first in local search results.
Give us a call at (931) 783-1865.Contact Us

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