SEO tips for small businesses

SEO (Search Engine Optimisation) is a powerful tool for small businesses to increase online visibility, attract more customers, and grow their bottom line. While it may seem overwhelming at first, the right strategies can make a significant impact. Here’s a guide packed with actionable SEO tips tailored for small businesses.

1. Conduct keyword research

Keyword research is the backbone of any successful SEO strategy. It involves identifying the phrases your target audience is typing into search engines so you can create content that matches and answers their queries.

Why is keyword research important?

Understanding the right keywords helps your website rank higher in search results, bringing in more qualified traffic. For example, a small bakery could target “artisan bread delivery in London” rather than the broader and more competitive “bread delivery.”

How to do keyword research

• Use Free and Paid Tools: Tools like Google Keyword Planner, Semrush, and Ahrefs are excellent starting points. They help you discover keyword search volumes, trends, and competition levels.
• Think Like Your Customer: What questions or problems are they trying to solve? Include these in your keyword strategy.
• Focus on Long-Tail Keywords: Phrases like “eco-friendly cleaners in Leeds” are less competitive and more specific than general keywords like “cleaning services.”
• Spy on Competitors: Tools like Semrush allow you to analyse the keywords your competitors rank for, giving you ideas for your own strategy.

Quick tip

Regularly revisit your keyword list to adapt to changing trends and user behaviours. SEO is not a one-off task; it’s a continuous effort.

2. Create quality content

Content is at the core of any successful SEO strategy. High-quality, informative content not only attracts visitors but also keeps them on your site longer, which signals to search engines that your site is valuable.

What makes content “quality”?

• Informative and Useful: Content should answer customer questions or solve problems. For example, a small café could publish a guide titled “5 Tips for Brewing the Perfect Coffee at Home.”
• Easy to Read: Use short sentences, bullet points, and subheadings to make content easier to digest and more engaging.
• Unique: Avoid directly copying content from competitors. Search engines favour original material that adds value.

Where to use keywords

Strategic placement of keywords can help improve visibility without overloading your content:

• Headings and Subheadings: Incorporate keywords naturally into your H1, H2, and H3 heading tags.
• Title Tags and Meta Descriptions: These are the first things users see in search results, so make them compelling and keyword-rich.
• Within the Body: Aim for a natural flow - avoid keyword stuffing, which can harm your rankings.

Quick tip

Consider creating a content calendar to regularly publish fresh articles, product descriptions, or blog posts. Consistency not only helps with SEO but also keeps your audience engaged.

3. Optimise for local search (for local businesses)

If your business serves a specific location, local SEO can help you stand out in your community and attract nearby customers. Tailoring your content and online presence for local searches improves your chances of appearing in search results like “coffee shops near me” or “accountants in Manchester.”

Use location-specific keywords

Include your city, town, or region in key parts of your website, such as headings, service pages, and blog posts. For example, instead of “Plumbing Services,” use “Affordable Plumbing Services in Glasgow.”

Optimise your google business profile

Google Business Profile (formerly Google My Business) is a vital tool for local visibility. Ensure your profile is complete and accurate:

• Write a detailed description of your services, including location-specific keywords.
• Add photos of your business, products, or services to make your profile visually engaging.
• Keep your contact details, hours, and other information up to date.
• Regularly post updates or special offers to stay active.

Consistency in online directories

Keep your business information - Name, Address, and Phone number (NAP) - consistent across all platforms, including your website, Google Business Profile, and local directories. Inconsistencies can confuse search engines and hurt your rankings.

Encourage local reviews

Positive reviews build trust and improve your ranking in local search results. Ask satisfied customers to leave feedback on platforms like Google or Yelp, and respond to all reviews - positive or negative - to show you value customer input.

Quick tip

Use schema markup (a type of structured data) to help search engines understand your business’s location and services. This small addition can improve how your site appears in local search results.

4. Build backlinks

Backlinks (links from other websites pointing to yours) are a powerful way to improve your site’s authority and search engine rankings. The higher the quality of the backlink, the more impact it will have.

What makes a backlink high-quality?

• Reputable Source: Links from trusted websites (like news outlets or established blogs) carry more weight.
• Relevance: A backlink from a site related to your industry is more valuable than one from an unrelated source. For example, a fitness studio benefits more from a link on a health blog than on a general news site.
• Natural Placement: Links embedded within useful, relevant content are preferred over spammy or forced placements.

How to build backlinks

• Collaborate with local businesses: Partner with complementary businesses to exchange links. For example, a florist could link to a wedding planner and vice versa.
• Guest blogging: Write articles for popular blogs in your niche and include a link back to your site.
• Create shareable content: Publish high-value resources like how-to guides, infographics, or videos that others will naturally want to link to.
• Ask for links: Reach out to relevant websites or industry influencers to request a link. Be polite, and explain how linking to your content will benefit their audience.

Quick tip

Avoid paid or low-quality backlinks from spammy websites, as these can harm your rankings. Focus on building relationships and creating valuable content to earn genuine links.

5. Use technical optimisation

Technical optimisation ensures your website performs well behind the scenes, creating a better user experience and improving search engine rankings. These adjustments may seem small, but they can make a big impact on your site’s visibility.

Make your website mobile-friendly

With the majority of web traffic now coming from mobile devices, it’s crucial that your site looks and functions well on phones and tablets. Use a responsive design that adapts to different screen sizes and test your site across multiple devices to ensure usability.

Improve loading speed

A slow website can frustrate visitors and hurt your rankings. Optimise your site by:

• Compressing images without losing quality.
• Minimising the use of large scripts and heavy plugins.
• Using a reliable hosting provider for faster server response times.

Ensure a secure connection (HTTPS)

Security is a ranking factor for search engines and a trust factor for users. Ensure your website uses HTTPS by installing an SSL certificate. Many hosting providers include this for free, and it encrypts data exchanged between your site and its visitors.

Fix technical errors

Use tools like Google Search Console or Ahrefs’ Site Audit to identify and resolve issues like broken links, crawl errors, or missing meta tags. Regularly auditing your site helps keep it error-free and user-friendly.

Quick tip

Technical SEO doesn’t require you to be an expert coder. Many website builders like WordPress, Wix, and Squarespace include built-in features or plugins to handle these tasks.

6. Be consistent

Consistency is a cornerstone of successful SEO. Regular updates to your website and content help search engines view your site as active and relevant while encouraging visitors to return.

Publish new content regularly

Keep your audience engaged by consistently adding fresh content. This could include:

• Blog Posts: Share industry news, how-to guides, or expert tips.
• Case Studies: Highlight success stories to build credibility.
• Updates: Announce new products, services, or upcoming events.

A predictable publishing schedule - whether weekly, bi-weekly, or monthly - keeps both visitors and search engines engaged.

Monitor and update existing content

Outdated content can harm your site’s credibility. Periodically review older blog posts or pages to:

• Refresh information.
• Update keywords to reflect current trends.
• Fix broken links and ensure all images load properly.

Quick tip

Create a content calendar to plan and track updates. This simple tool can help you stay on schedule and ensure you’re covering a mix of topics to engage your audience.

SEO is a powerful tool for small businesses, helping you attract more visitors, build credibility, and ultimately drive growth. By focusing on keyword research, creating high-quality content, optimising for local search, building backlinks, and leveraging technical improvements, you can steadily improve your online presence.