Search engine optimisation sounds technical, but the basics are straightforward. If you're a small business owner, you don't need to become an SEO expert — you just need to get the fundamentals right.
What is SEO, really?
SEO is the process of making your website easier for search engines (mainly Google) to understand, so it shows up when people search for what you offer. That's it. No dark magic involved.
Start with keywords
Keywords are the phrases your potential customers type into Google. Think about what someone would search for if they needed your services.
- A florist in York might target "wedding flowers York" or "flower delivery York"
- A personal trainer might target "PT near me" or "personal training York"
Use these phrases naturally in your page titles, headings, and body text. Don't stuff them in — Google is smarter than that.
Get your on-page basics right
Every page on your website should have:
- A clear title tag — this is what appears in Google results
- A meta description — a short summary that encourages people to click
- Headings that make sense — use H1 for your main title, H2 for sections
- Descriptive image alt text — helps Google understand your images
Site speed matters
If your site takes more than a few seconds to load, people leave. Google knows this and factors speed into rankings. Compress images, use modern hosting, and avoid bloated page builders.
Google Business Profile
For local businesses, this is essential. Claim your Google Business Profile, fill it out completely, and ask happy customers for reviews. It's free and has a huge impact on local search results.
Build trust with quality content
A blog (like this one) is a brilliant way to signal to Google that your site is active, relevant, and helpful. Write about what you know — answer the questions your customers ask you every day.
Don't overcomplicate it
SEO is a long game. You won't rank number one overnight, but if you consistently apply these basics, you'll see results. Focus on being helpful, keep your site fast and up to date, and the rest follows.