DIY SEO For Small Business: 6 Easy Steps To Digital Success

DIY SEO For Small Business: 6 Easy Steps To Digital Success

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As a small to medium-sized business, being easily-found online comes down to having a search engine optimization strategy (SEO) that makes it easier for search engines to crawl, index, and rank your website. Sounds complicated, doesn’t it? Well, fortunately, it isn’t.


You can implement several small business SEO tips right now that are guaranteed to put your company front and center with your customers. So, where do you start?

Table of Contents

It’s all in the Keywords

Keywords are those online search terms your customers use in search engines. Potential customers use these keywords, and keyword phrases, to locate your business, understand what you’re offering, pinpoint where you’re located, and better understand how your product or service can help them.

Keywords are essential to SEO and form the building blocks of a successful online marketing strategy. Your website, its landing pages, content, social media strategy, and online advertising initiatives are all dependent upon keyword optimization.

Come up with a list of common search terms your target audience is most likely to use. You can then analyze these keywords granularly with Google’s free Keyword Planner. This is the ideal tool to perform an SEO competitive analysis. You’ll gain invaluable insight into the most common keywords related to your business, how these keywords are used, and perhaps most importantly, which location-based search queries generate keywords. 

Optimize Local SEO

Google Business Profile (formerly “Google My Business”) is at the top of the small business SEO tips list. You’ll be able to create a free online business profile on the world’s largest and most-used search engine. It will include your business’s physical address, website address, contact details, phone number, photos, and even your latest and greatest offers. 

If you need to complement Google Business Profile with some local SEO services from an online marketing agency, just be sure to do your research. Ask for examples of how the agency helped similar businesses. Ensure they provide a tailor-made local SEO strategy and not some run-of-the-mill solution that can be applied to any business. Your chosen agency should help with keyword research, content creation, website optimization, pay-per-click (PPC) advertising while also helping with that all-important SEO competitive analysis.

Clean Up Your Website

It’s common for websites to get stale. It happens to all kinds of small and medium-sized business owners. You wear many hats and most likely find yourself pulled in multiple directions. However, cleaning up your website doesn’t have to be a tiresome, time-consuming affair.

While Google Analytics provides excellent insight into your best-performing landing pages, online SEO checkers like SEObility and Sitechecker go a step further by giving your website an SEO score. These SEO checkers measure your website’s speed, the performance of individual landing pages and will outline a list of SEO improvements to enact. 

You’ll be able to see individual grades for meta titles, meta descriptions, page quality, link structure, and page structure. However, if you choose to go it alone, adopting the following website optimization strategies will help improve your website’s performance.

Optimize Meta Titles and Meta Descriptions

Meta titles are simply the titles of your landing pages on your website. Meta titles require specific keywords that accurately reflect the content you’re presenting so that they not only capture your audience’s attention but ultimately keep them online until they take action. These HTML codes are a critical aspect of SEO because Google only displays the first 70 characters of your landing page’s title (approximately 580 pixels) in search results.

It certainly makes sense. The more relevant your keywords are within your meta titles, the more likely your click-through rates (CTR) will improve. A meta title that doesn’t correctly define your content will invariably lead to a high bounce rate as potential customers abandon the page altogether.

While meta titles are keyword-rich titles that define landing pages and content, meta descriptions are more detailed HTML tags that summarize what the landing page is about. You’ll often see these summaries immediately under the meta title on the search engine results page (SERP). They are referred to as snippets. Ideally, they should be two sentences long and under 160 characters. Again, keywords matter, so be precise. 

Fix Broken Links

There are all kinds of reasons why your links may or may not work. Some of your content may link to another page that is no longer available. You may not have a complete or correct URL address within the link. Regardless, it’s essential to take the time to check that each link works properly on each page. This not only includes new content you generate but existing content that you’ve yet to review.

Dust off Poor Performing Landing Pages

This is perhaps the best place to start fixing underperforming landing pages and content. Google Analytics will quickly help you isolate those landing pages with the highest bounce rates. Here are some questions to consider.

Are the links working within the content?

  • Check every single link to make sure they work and are relevant to the topic on the page. 

Have you accurately described the landing page’s content within your meta descriptions?

  • Today’s website and blogging platforms not only allow you to include a detailed meta description, but you’re also able to list the specific keywords you’ve used within your content. 

Do the images need to be refreshed?

  • Poor quality images without a proper description don’t work. You need to use high-definition, vivid images with simple, to-the-point descriptions.

Does the page’s content need to be upgraded?

  • Make sure your content is broken up with short paragraphs, bullet points, lists, and bold font for important headings and sub-headings. Website pages with redundant information, long paragraphs, no images or video, and nothing but the written word don’t work.
  • Underperforming landing pages are typically ones that you’ve largely ignored. Take the time to understand why they’re not producing and make an effort to improve them. You can then ask Google to re-crawl your URL and re-index the page once you’ve made all your improvements. 

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Improve Image and Video Descriptions

Search engines rely more and more upon images and video when indexing websites. Gone are the days when you could just upload an image and leave it at that. You need to apply the same keyword-rich focus when describing the images and videos you include within your content. YouTube provides a description field for each video you upload. Include a concise description of the video, links to individual landing pages, and provide a list of all relevant keywords.

Adopt a Proactive Content Marketing Strategy

A content schedule allows you to organize your content weeks ahead. You’ll have plenty of time to do your keyword research, outline content topics, come up with solid meta titles and meta descriptions, and find those vivid, high-quality images that are so important in SERPs. The key is to provide your audience with a consistent supply of interesting, mind-blowing, engaging content. We offer this for our customers and if you need any tips to building a robust content plan reach out.

YouTube is an excellent platform for showcasing your in-depth market knowledge while allowing you to provide your audience with tips on how to solve common problems. A blog is another great repository for content. Provide your audience with consistent content, and they’ll be incentivized to subscribe to your blog or YouTube channel.

Use Social Media Wisely

Your content is also needed for your chosen social media website. Choose a social media website that specifically addresses your target audience. While Facebook is the dominant platform for everyday consumers, it doesn’t lend itself well to an audience of business professionals. There may be specific online forums or social media websites that cater to your unique audience, so be sure to do your research.

Don’t become overwhelmed with SEO. There are many free SEO tools online that will allow you to measure your performance while itemizing issues to resolve. A great introduction to the importance of keywords is to start with the Google My Business solution. You’ll better understand the type of keywords you need to capture your audience’s attention. 

As the world moves further into a digital landscape I recommend reaching out to an SEO professional, even if it is just to ask for tips. Most SEO’s (like myself) will happily offer a free audit of your website!

Robert Battle CPA

Robert Battle CPA

Founder of QCKBOT and data analyst extraordinaire. Looking for trends and testing theories led this financial guru into the world of SEO. Empowered by the ability to take businesses to the next level through organic search, he's on a mission to upend traditional B2B consulting via data-driven high-impact results.

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