What is SEO? Simplified guide for small businesses 

Key takeaways: 

• SEO increases your website’s visibility by helping search engines understand your content, keywords, and structure.  
• Unlike paid ads, SEO continues to work without ongoing advertising costs, helping you attract users who are actively seeking answers or solutions. 
• Organic search drives more than half of all website traffic, making SEO essential for small business visibility

When potential customers need your product or service, where do they start? Most begin with a search. According to Google’s internal data reported in its blog post, there are over 5 trillion Google searches annually, or roughly 14 billion per day. This means that your visibility in search results directly impacts whether customers find you or your competitors.

For small businesses, this matters because most people search online before visiting a store or making a purchase. If your business doesn’t show up when your customers are searching online, you’re missing out on valuable opportunities for organic traffic.

Let’s learn what SEO is, how it works, and how you can use it to grow your business.

What is SEO? 

SEO, or search engine optimization, is the process of improving your website so that it appears higher in search engine results pages (SERPs) for the words your customers are already typing into Google.

For example, if someone searches “best dog groomer near me” and your grooming shop appears at the top, that’s SEO at work. Unlike paid ads that disappear when your budget runs out, SEO helps you attract qualified customers organically, without relying on advertising spend.

For small businesses, this means customers actively searching for your services can find you at the exact moment they need what you offer.

Why SEO matters for small businesses 

Small businesses face unique challenges competing for attention online. SEO levels the playing field by helping you reach customers based on relevance rather than budget size.

Consider these facts:

• Organic search generates 53.3% of all website traffic.
• Over 14 billion Google searches happen every day.
• Most shoppers begin their buying journey with online research.

When someone searches “emergency plumber,” they usually call the top two results. The same applies to nearly every local service or product search. Being visible in those top positions builds credibility and trust with potential customers.

SEO improves local visibility as well. For example, when customers search for businesses “near me” or in their city, proper SEO ensures your business appears in those local search results. This visibility translates directly into phone calls, website visits, and sales.

How do search engines work? (crawling, indexing, and ranking explained) 

Google uses a three-stage process to find, organize, and display your content to searchers. Here’s how it works: 

1. Crawling
2. Indexing
3. Ranking

Crawling: How Google finds your pages 

Google uses automated programs called bots or spiders to discover pages across the internet. These bots follow links from page to page, constantly searching for new and updated content.

If you add a new page for “wedding cake flavors,” search engines discover it by following links from your main menu or sitemap. The better your site structure and internal linking, the easier it is for Google to find all your pages.

Indexing: How Google stores and understands your content 

After discovering your pages, Google analyzes and stores them in its massive database. This process is called indexing. Google reads your content, images, and code to understand what each page is about.

Clear titles, descriptive headings, and alt text on images help Google accurately index your content. Well-structured pages are easier for Google to understand and categorize correctly. You can check your indexing status using Google Search Console.

Ranking: How Google decides who shows up first 

When someone searches, Google doesn’t just show any indexed page. It ranks pages based on hundreds of factors to determine which results best answer the searcher’s question.

Key ranking factors include:

• Relevance to the search query
• Quality and depth of content
• Website authority and trustworthiness
• Number and quality of backlinks
• Page loading speed
• Mobile-friendliness
• User experience

For example, if two bakeries both target “custom cupcakes,” Google may rank the one with clearer product descriptions, more reviews, and faster load times higher. Understanding these factors helps you optimize strategically.

If you want a more detailed guide on how a search engine like Google works, you may read the official SEO Starter Guide from Google.

What are the types of SEO? 

SEO encompasses various strategies that work together to enhance your search visibility. Here are the main types that help you build a comprehensive approach:

• On-page SEO
• Off-page SEO
• Technical SEO
• Local SEO

On-page SEO 

On-page SEO is everything you can control directly on your website. It starts with keyword research, understanding what your audience is searching for, and creating content that matches those search queries. SEO tools like Google Keyword Planner or Ahrefs help you find keywords with strong search volume and low competition.  

Once you know which keywords to target, you can start creating helpful and relevant content. This is about answering the user’s question in the clearest, most useful way possible.  

You’ll also need to optimize the way your content is structured:  

• Title tags and meta descriptions should clearly describe the page’s content. These also appear in search results, so write them to encourage clicks.  
• Image optimization helps search engines understand visual content. Use descriptive file names, alt text, and compressed image sizes to improve loading speed.  
• A clear internal linking strategy helps both users and search engines navigate your site. Linking between related articles or pages also helps spread ranking power across your content.  

Together, these on-page elements help Google understand your site and enable users to stay longer once they land on it. 

Off-page SEO 

While on-page SEO happens within your site, off-page SEO involves factors outside of it—primarily how other websites refer to and link back to your content.  Below are the core components of off-page SEO that help build credibility, authority, and higher rankings in search engines: 

• Backlink building: The most influential part of off-page SEO is earning backlinks. It’s a link from another website that points to your website. When credible sites link to your content, search engines treat it as a vote of confidence. It signals that your content is valuable and trustworthy.
• Social media engagement: Sharing your content on platforms like LinkedIn, Twitter, or Facebook can help increase its visibility. The more your content is seen and shared, the more likely others are to link to it or engage with it, boosting your off-page SEO. 
• Brand mentions: Even if there’s no direct link, when your brand is mentioned online—especially in a positive context—it can still influence how search engines view your authority. This is why managing your online reputation matters. 

Tip: A single link from a respected site in your industry can be more powerful than dozens of low-quality ones. This is also where Public Relations (PR) efforts come into play, as being featured in news or industry publications is a powerful way to earn high-quality, authoritative backlinks.

Technical SEO 

Technical SEO focuses on the behind-the-scenes elements that impact how search engines crawl, index, and interpret your site. You can have the best content in the world, but if your site isn’t technically sound, it may never rank.  

Several factors should be considered when conducting technical SEO, such as:  

• Site speed: Google uses page speed as a ranking factor, and users tend to leave sites that take too long to load. Tools like PageSpeed Insights can help you check your site’s speed performance and make necessary improvements.  
• Mobile optimization: Google uses mobile-first indexing and considers Core Web Vitals as part of its ranking signals. It primarily uses the mobile version of your site for ranking. Make sure your site is responsive and easy to use on smartphones and tablets.  
• Structured data (also called schema markup): This helps search engines understand the content on your pages. It can also enhance your appearance in search results with features such as star ratings, event dates, and product info.  

A well-organized XML sitemap and a clean robots.txt file guide search engines through your site efficiently. The XML sitemap explicitly tells search engines which pages to crawl, while the robots.txt file blocks them from crawling specific pages or sections (such as admin areas). Your site’s crawlability and indexing depend on clear internal navigation, working links, and the avoidance of duplicate content.

Technical SEO isn’t something visitors see, but it has a direct impact on how easily your site can be discovered and ranked.    

Local SEO 

Local SEO helps your business appear in location-based searches. This involves optimizing your Google Business Profile, managing local citations, and collecting customer reviews.

For small businesses serving specific geographic areas, local SEO is critical. It helps you appear when someone searches “best nail salon near [city]” or uses “near me” queries on their mobile device.

Related guide: On-page vs. off-page SEO guide for small businesses

What is an example of SEO? 

An example of SEO is optimizing your homepage title tag to include your location and main service, such as “Denver Landscape Design | Green Spaces Co.“

Other practical examples include:

• Adding a FAQ section to your service page that answers common customer questions, helping you rank for those specific queries
• Improving your website’s page speed so mobile visitors don’t abandon your site before it loads
• Writing blog posts that address topics your customers search for, establishing your expertise, while attracting organic traffic

Each of these actions improves how search engines understand and rank your website.

Can I do SEO on my own? 

Yes, you can do SEO on your own. While SEO has a reputation for being technical and confusing, small business owners can absolutely handle the basics without hiring expensive agencies.

The key is to focus on fundamental improvements that have the biggest impact. You don’t need to master complex algorithms or coding. Instead, concentrate on creating helpful content, optimizing your pages for relevant keywords, and ensuring your site provides a good user experience.

Tools like Simple SEO give you clear tasks, score your site, and show you exactly what to fix, even without technical expertise. The platform breaks down complex SEO concepts into actionable steps you can complete on your own.

How to improve SEO 

To help you build momentum with your SEO efforts, here are some tips you can apply:

• Add helpful, keyword-rich content: Create content that answers questions your customers are actually asking. Use the same language and phrases your customers use when searching. This alignment helps Google match your pages to relevant searches.
• Improve your page titles & meta descriptions: Your page titles and meta descriptions appear in search results and influence whether people click on your site. Include your primary keywords and make them compelling enough to encourage users to click. Keep titles under 60 characters and descriptions under 160 characters.
• Make your website fast & mobile-friendly: Page speed has a direct impact on both rankings and conversions. Slow websites frustrate visitors and cause them to leave. Similarly, mobile-friendliness is essential, as most searches now occur on phones.
• Strengthen internal links: Link your main pages strategically to each other. Internal links help visitors navigate your site and help Google understand your site structure and which pages are most important.
• Get reviews & local signals: Customer reviews build trust and improve local SEO. Encourage satisfied customers to leave reviews on your Google Business Profile. These reviews influence both rankings and customer decisions.

For more in-depth strategies, read our small business SEO guide.

SEO tools every small business should use 

The right tools simplify SEO and help you track progress. You don’t need dozens of expensive platforms. If you’re just starting out, these tools cover your core needs.

Simple SEO: Recommended for beginners 

Simple SEO makes optimization accessible for business owners without technical backgrounds. Here’s how it works:

The tool scans your entire website and identifies specific issues affecting your search performance. Instead of overwhelming you with jargon, it provides a prioritized checklist of improvements with step-by-step instructions for each task.

You receive regular performance reports that show how your changes affect your rankings and traffic. Simple SEO also helps with content optimization, keyword research, and technical improvements through clear, beginner-friendly guidance.

Google Search Console 

Google Search Console is a free tool that shows how Google sees your website. Use it to monitor search performance, track which keywords bring visitors, identify indexing errors, and submit new pages for faster discovery.

Learn more in our guide on how to use Google Search Console.

Google Analytics 

Google Analytics tracks your website traffic, visitor behavior, and conversions. Understanding where your visitors come from and what they do on your site helps you refine your SEO strategy over time.

Check out our article on how to use Google Analytics for small businesses.

Other helpful SEO tools 

Additional tools can support your efforts. Keyword research tools help you identify what customers search for. Page speed testing tools like Google PageSpeed Insights show you exactly what’s slowing down your site. Choose tools that address your specific challenges without creating unnecessary complexity.

Frequently asked questions 

Get guidance from the experts and make your SEO strategy work

SEO is important for small businesses competing for customer attention online. It’s about making consistent improvements over time through relevant websites to drive impact as your business grows.

The good news is you don’t need to be a technical expert to get started and see results.

Our Simple SEO tool gives you everything you need to optimize effectively:

• A full website analysis identifying specific issues
• A prioritized checklist of improvements ranked by impact
• SEO performance reports track your progress
• Clear, easy explanations designed for beginners
• Content and keyword guidance tailored to your business

If you prefer to have a professional handle everything, our SEO Service manages the strategy, optimization, and reporting for you. Our team handles the technical details, allowing you to focus on running your business.

Run a Simple SEO scan now. No time to DIY? Learn more about our Professional SEO Services.