SEO for small business

If you’re looking for some guidance on SEO for small businesses, you’re in the right place. Let’s kick off with a short definition of SEO, to ensure that we’re singing from the same hymn sheet.

What is SEO for SMEs?

SEO stands for Search Engine Optimisation. It’s the process of optimising a website or web content to increase its visibility in search engine results pages (SERPs), primarily Google, but also Bing, Yahoo, etc. The aim is to attract more organic (non-paid) traffic by ensuring your site ranks well (and ideally better than your competitors) when people search for relevant topics.

Why is SEO important for small businesses?

Small businesses often operate with limited budgets and constrained resources, making it crucial to invest in marketing strategies that deliver the greatest return on investment. Tactics like email marketing and pay-per-click (PPC) advertising can produce immediate results, but they are typically expensive and stop generating leads as soon as the campaign is paused. While these outbound strategies certainly have their place, it’s wise for small businesses to also invest in long-term marketing efforts that continue to generate leads over time, even when active promotion stops. 

Does SEO for small businesses differ from SEO for large businesses?

The fundamentals of SEO are largely the same for both small and large businesses, covering elements like keyword research, on-page optimisation, technical website health, and backlink building. The difference lies in how these tactics are applied and scaled. Small businesses may need to be more strategic and focused due to limited resources, choosing high-impact areas rather than trying to compete on all fronts. Large businesses, on the other hand, often have the budget and team capacity to execute SEO at a broader scale. Ultimately, the core SEO tactics don’t change.

Does small business SEO differ from local SEO?

SEO for small businesses and local SEO are related but distinct strategies. Local SEO is specifically geared toward businesses that rely on attracting nearby customers: think of searches like ‘coffee shop near me’ or ‘emergency plumber in ’. 

In contrast, small business SEO is broader and not necessarily tied to a geographic area; it applies to any small business looking to reach customers, whether locally, nationally, or even globally. That said, many small businesses with a physical presence or a local customer base can benefit from incorporating local SEO tactics into their overall strategy.

Seven key areas for small business SEO:

Create a Google Business Page

Many people think a Google Business Profile is only useful for local SEO, but it’s actually a valuable foundation for SEO in general. Having a verified profile signals to Google that your business is legitimate and trustworthy, helping to establish credibility online. It reinforces that your business is real, active, and serving customers – key trust factors that support your visibility in search results beyond just local queries.

Set up GA4 and GSC

Setting up Google Analytics 4 (GA4) and Google Search Console (GSC) is essential for small businesses looking to improve their SEO because these tools provide the insights needed to make informed decisions. 

GA4 helps track how users interact with your website – showing where traffic is coming from, which pages perform best, and how visitors behave – so you can see what’s working and optimise accordingly. 

Meanwhile, GSC focuses specifically on your site’s performance in Google Search, offering data on the keywords you rank for, click-through rates, indexing issues, and technical errors that could hurt your visibility. 

Together, GA4 and GSC allow small businesses to measure SEO impact, uncover opportunities, fix problems, and continuously refine their strategy for better search performance.

Focus on long-tail keyword research

Keyword research is the process of identifying the words and phrases people type into search engines when looking for products, services, or information related to your business.

Long-tail keyword research specifically picks out search phrases that are typically three or more words and used by highly motivated people when they’re close to taking action – such as making a purchase or booking a service. Short, broad keywords might be ‘family solicitor’ or ‘buy red dress’ but longer-tail versions could be ‘family solicitor with expertise in grandparents’ rights’ or ‘buy red dress with V-neck and dropped waist’. 

While larger companies tend to pursue broad, high-volume keywords, small businesses can gain a competitive edge by concentrating on niche terms that better reflect user intent. By strategically incorporating these long-tail keywords into website content, blog posts, and landing pages, small businesses can increase their visibility among audiences actively seeking their products or services.

Effective SEO isn’t just about driving more traffic – it’s about attracting the right traffic: users who are more likely to engage, convert, and become customers.

Applying long-tail keyword research 

Optimising the assets you own – such as the content on your own website – is essential because it’s the one area you fully control. Unlike third-party platforms, your site allows you to implement SEO best practices directly. This includes using your long-tail keyword research to inform key on-page elements like the page title, meta description, and H1 heading (the main headline on a page that tells users and search engines what the page is about). It’s important that these elements are relevant to your business, written in the language your customers actually use, and follow best-practice guidelines for character length and style etc.

Create niche blog content

Long-tail keyword research should guide both your main website pages and your blog content, but in slightly different ways. Your core pages – such as your homepage, service pages, or product listings – should target broader long-tail keywords that reflect what your business offers. Then, use your blog to explore more niche ideas and specific topics that address detailed customer questions or needs. This not only helps attract highly targeted traffic but also builds your site’s overall authority. After all, you likely started your business because this is your area of expertise – your blog is the perfect place to demonstrate that knowledge, answer common questions, and show potential customers that you truly understand your field. It’s not written by a team of marketing professionals but by you and your team who live and breathe what you do.

Build links

Small businesses can build valuable backlinks by positioning themselves as expert spokespeople on topics within their area of knowledge. While it can be challenging, since many media outlets and websites often default to featuring larger, well-known brands, there are still plenty of opportunities. 

Rather than trying to compete with big players right away, small businesses should look to collaborate with other complementary small businesses or seek out niche websites and media platforms that actively support independent brands. Participating in initiatives like Small Business Saturday or contributing to industry-specific blogs and forums can also open doors for mentions and backlinks. These relationships not only help with SEO but also strengthen your brand’s visibility and credibility.

Use social media wisely

Small businesses should actively share their content on social media, but it’s important to do so with purpose – not just to make noise. The goal is to drive people back to your website, where they can fully understand what your business offers and what your brand stands for. Whether it’s through a compelling teaser headline with a direct link, or a link in your bio (depending on the platform), make it as easy as possible for users to visit your site. This not only increases meaningful engagement but also allows you to track visitor behaviour in GA4, including how long they stay, which pages they view, and how they navigate your site, helping you refine your strategy over time.

Of course, there are many other tactics and techniques involved in SEO, but small businesses often need to cut their cloth according to their means. The seven points outlined above provide a good starting point to gather insights, build knowledge and refine your approach over time as your business grows.