Running a small business means you’re juggling a lot: customer service, operations, and, of course, marketing. Among these, Search Engine Optimisation (SEO) often gets overlooked. But here’s the thing: if you want to be found online, which is increasingly where customers search for businesses, SEO can change the game. With 96% of consumers using the internet to find local services, SEO isn’t just about ranking high on Google, it’s about making sure your customers can find you when they need you the most.
But with so many factors to consider—such as how a small business can get its key content onto the first page of Google, which keywords to target, and why its blog isn’t seeing any boost in organic traffic—is SEO worth it for a small business? In short: yes. Over 68% of online experiences start with a search engine, so your ranking is key to standing out from the competition, driving traffic to your site, and ultimately increasing sales.
However, treating SEO as a quick fix often leaves businesses frustrated, leading to underinvestment or the temptation to take shortcuts. Instead, view SEO as the foundation for your online visibility and long-term growth. In this blog, we cover how to improve SEO for small businesses, and everything you need to get started.
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Why local SEO is important for small business
In the online hunting ground, 46% of all Google searches are aimed at finding local information, highlighting the key role local SEO plays for small businesses—especially if you rely on foot traffic or customers nearby. Without it, you could easily get lost behind bigger competitors. The best part? Local searches tend to lead to higher conversion rates, with an estimated 28% resulting in a purchase.
Here’s why it matters: when people search for things like “coffee shop near me” or “best plumber in [city]”, local SEO helps your business show up at the top of those results. For example, this local gym went from 79 leads in nine months to 300+ by ranking on the first page of Google.
Here are a few simple steps you can take to make it easier for people in your area to find and choose you:
- Step 1: Claim your Google Business Profile
Businesses featured in Google’s local 3-pack enjoy a 44% click-through rate, so ensure your profile is fully optimised with your business name, address, phone number, website link, and hours of operation.
- Step 2: Get reviews
Positive reviews help you stand out and build trust with potential customers, and 93% of consumers say online reviews affect their buying decisions. Encourage happy customers to leave reviews on sites like Google, Yelp, or TripAdvisor.
- Step 3: Promote local content
Create blog posts or landing pages focused on local events, news, or landmarks to signal to search engines that you’re a relevant result for people in your area.
How much does SEO cost for a small business per month?
One of the most common questions small business owners ask is, “How much will SEO cost me?”. And the answer, as with most things in business, is: it depends. SEO costs can vary significantly depending on your goals, the scope of work involved, and the competitiveness of your industry.
Some things to consider may be:
- Scope of work: Are you looking for a complete SEO overhaul, or do you just need basic tweaks? More comprehensive services, such as site audits, content creation, and backlink strategies, will cost more.
- Industry competition: If you’re in a highly competitive industry, you’ll likely need to spend more on SEO to rank for valuable keywords. Niches with less competition might be more affordable to tackle.
- Expertise: Hiring an expert or SEO agency to manage your efforts will cost more than doing it yourself, but the results will likely be faster and more effective.
- Ongoing vs. one-time work: SEO is an ongoing process.While some initial work can be a one-time investment, regular updates, content creation, and backlining are crucial to maintain and improve rankings.
A truly effective SEO strategy may take up to 6 months to show results, making any upfront investment a long-term growth opportunity.
So, is SEO worth the investment? Organic traffic tends to be more sustainable and cost-effective than paid advertising, and when you consider the return on investment (ROI), it’s an easy choice. Take, for example, a small Scottish business: by improving their Google ranking from position 83 to position 1, they generated over 120 high-quality leads in just 12 months and earned an estimated £4M in profit. In the long run, SEO stands out for its cost-effectiveness, helping businesses attract more customers, cut advertising expenses, and drive ongoing growth.
Common SEO mistakes small businesses make (and how to avoid them)
If you’re just starting out in the world of SEO, it’s easy to fall into traps that could harm your efforts. Here are a few common mistakes small business owners make when using SEO:
- Ignoring mobile optimisation: With more than half of global web traffic coming from mobile devices, it’s crucial that your website is mobile-friendly. If your site isn’t optimised for mobile, it will rank lower in search results.
- Our advice: Use responsive design to automatically adjust your website depending on the device.
- Keyword stuffing: While it’s important to use keywords on your website, stuffing them into every sentence can lead to poor readability and penalties from search engines.
- Our advice: Focus on using keywords naturally in your content. Create valuable, informative content for your audience, not just for Google.
- Neglecting content: SEO isn’t just about keywords; it’s about creating high-quality, relevant content. If your website lacks informative blog posts, articles, or product descriptions, you’re missing a huge opportunity to rank for important search queries.
- Our advice: Regularly update your site with engaging, high-quality content that adds value to your audience.
- Not tracking results: SEO is a long-term strategy, and it’s important to measure your progress. Without tracking your performance, you won’t know what’s working and what’s not.
- Our advice: Use tools like Google Analytics or SEMrush to monitor your SEO performance, track keyword rankings, and adjust your strategy.
How to improve SEO for small businesses
Now that you know what to avoid, here are a few simple steps to help you get started with SEO. Improving your SEO doesn’t require a complete overhaul; there are small actionable changes you can make right away to get it on the right track.
- Optimise your site: Make sure your website is user-friendly, fast-loading, and structured intuitively. Things like descriptive URLs, relevant keywords in headings, and easy-to-read content go a long way in the world of SEO. For example, by optimising this independent business’s website content, they improved their rankings and reached 66,000+ potential customers (up from 897 in the same period the year before).
- Conduct keyword research: Use tools like Google Keyword Planner to find the best keywords for your industry. Focus on long-tail keywords (more specific phrases) that are less competitive but highly relevant to your customers.
- Create quality content: Start a blog or add fresh content regularly to rank for various keywords, answer customer questions, and position your business as an authority in the industry.
- Build backlinks: Backlinks are links from other websites to yours and are crucial for ranking. Seeking out guest blogging opportunities, collaborate with influencers, or list your business in relevant directories.
- Optimise for local search: Ensure your Google Business Profile is up to date with accurate contact details, location, and business hours. Collect positive reviews and engage with customers to build trust and credibility. This can have a significant impact, as seen with this local business, which optimised their profile to drive more showroom visits and boosted leads by over 505.
Next steps
SEO doesn’t have to be complicated. But it does require time, consistency, and some strategy. Start small, track your progress, and watch your business grow as you expand your online presence. By focusing on the right areas, like optimising for local search, avoiding the pitfalls, and tracking your results, you can ensure your business gets the visibility it deserves.
If you can see why SEO is important for small businesses but want more tips or personalised advice, we’re here to help you get your SEO strategy on the right track.
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