SEO Basics for Small Business Owners: Making Google Work for You
So, here’s how I got into SEO. I was hired for a pretty big project—a team of 20 people. That’s a lot of co-workers for someone who spends most of his time working solo at home fending off a cat pawing at me for snacks. I had worked with this company before and was in good standing, so they hired me pretty much sight unseen. But the project manager wanted to hop on a call to chat. During our conversation, he casually asked, “What are your thoughts on SEO?”
Which is when I scrambled way up on my high horse, and told him how abhorred I was by its word stacking that had smothered the art and beauty of a well developed phrase. Then I asked him about his background, and he laughed before saying, “Oh… I made my money in SEO.”
Cue instant panic. I joked, “Has anyone ever been fired faster than me?”
We laughed it off, and he reassured me, “It’s fine. I get it. But I’m going to mentor you and show you how Google has changed—for the better.” I spent the next few months, my head buried in everything SEO. It was frustrating and daunting, like trying to learn an Alien language. I wanted to call him and quit the project. He just hung in there with me. I survived. And came away with a deep appreciation for how necessary it is for anybody with a website who wants it to attract visitors to understand at least the basics of SEO.
And to understand how detrimental it can be to your business if you don’t implement at least a few foundational, SEO elements.
Search engine optimization (SEO) might seem like a complicated topic—and to some extent, it is. Google’s algorithm, which determines how websites rank in search results, is a constantly evolving mystery, updated nearly every month. But the good news is that you don’t need to understand all the complexities to make meaningful improvements to your website. Small, practical changes can help your site work better for you, connecting your business with the people who need it most.
So, let’s break SEO down into simple concepts you can use right away. Whether you’re a solopreneur or a small business owner, these strategies will help you attract more visitors and get noticed by Google.
What Is SEO? A Simple Definition
SEO stands for search engine optimization. It’s the process of improving your website so that:
People can find your business online.
Your site ranks higher on search engines (primarily Google, which handles 94% of all searches).
To succeed, your website must serve two purposes:
Human Purpose: Visitors need to easily understand your services or products.
Machine Purpose: Google’s algorithms need to read and interpret your site’s content.
Think of Google as a matchmaker. Its job is to pair people’s search queries with the most relevant websites. But imagine this matchmaker doesn’t fully understand language the way humans do. Instead, it relies on clear, structured input to determine what your business offers. The more precise you are in presenting your content, the better Google can match your website to the right audience.
Strings vs. Things: How Google Matches Content
In the early days of SEO, success was all about “strings.” This meant repeating keywords—specific words or phrases that described your business—throughout your site. For example, if you were a wellness coach, simply repeating the phrase “Higher Self Alignment” might have been enough to boost your ranking.
Today, Google has evolved. It no longer focuses solely on strings of words but instead tries to understand “things”—the context and meaning behind those words. Keywords still matter, but how you use them to create clarity and relevance is now crucial.
Here’s an example:
A wellness coach’s website might say:
"Embracing a journey of transformation, we guide you toward a profound connection with your inner essence."
A parachuting company might say:
"Experience the rush of flying with Higher Self Alignment, your premier destination for parachuting classes."
Both use similar keywords like “transformation” and “higher self,” but the parachuting company provides clear context about what it offers. Without this clarity, Google might send (your potential) wellness coaching client to the parachuting site by mistake. Context is key.
Three Essential Steps for SEO Success
To build a solid foundation for your website’s SEO, start with these three strategies:
1. Use Clear, Descriptive Headings
Headings help both visitors and search engines understand your content. Think of your H1 heading as the title of a book chapter and H2 headings as subheadings that organize the details. Use keywords relevant to your business in these headings.
For example, if you own a bakery, your homepage might say:
H1: "Delicious Custom Cakes and Handcrafted Pastries in [City Name]"
H2: "Artisanal Pastries Baked Fresh Daily: Croissants, Tarts, and More"
These headings provide clarity while naturally integrating keywords, helping Google understand your offerings and location.
2. Structure Your Content for Readability
Well-organized content is easier for both humans and search engines to digest. Break up long paragraphs into concise blocks, and focus on three key elements:
What you do
Why it matters
How to get started
Sprinkle relevant keywords naturally throughout your content, especially in the first paragraph and headings. This not only improves your rankings but also enhances the user experience.
3. Start Blogging
Blogging is one of the most effective ways to add fresh content to your site. Even one well-written post per month can make a difference. Use blogs to address common questions or concerns your customers have. For example, if you’re a wellness coach, write a post like, “5 Ways to Find Balance in Your Daily Life.”
Blogs are also great for internal linking—connecting your posts to other pages on your site. For instance, in the blog above, you could link to your services page for one-on-one coaching. Internal links help guide visitors through your site and signal to Google which pages are most important.
Metadata: The Blueprint of Your Website
Your website has a public face—its content, images, and design—but it also has a behind-the-scenes structure called metadata. Metadata includes elements like page titles, meta descriptions, and alt text for images. These act as a blueprint for Google, helping it understand what your site is about.
Think of metadata as the instructions for a machine. While your website visitors don’t see it, metadata is essential for ensuring search engines can categorize and rank your site correctly. Most website platforms, like Squarespace, make it easy to edit metadata, so don’t skip this step.
Final Thoughts
SEO doesn’t have to be overwhelming. By focusing on clear headings, well-structured content, and regular blogging—combined with strong metadata—you’ll create a website that’s optimized for both people and search engines. Once you’ve mastered these basics, you can explore more advanced strategies, but even small steps can lead to big results over time.
