SEO for Small Businesses: Best Practices

Growth is so important for Small businesses, so sometimes focusing on something like search engine optimization falls toward the bottom of your to-do list (trust me, I’m right there with you.) So let’s talk about why you should focus on it. 

Think of SEO like planting a tree in a busy park. At first, it doesn’t look that beneficial, but as it grows, it naturally attracts more people who pass by. Unlike paid ads, which are like renting a billboard that disappears once the budget runs out, SEO keeps growing, providing shade (visibility) and fruit (leads) year after year with less ongoing effort.

You're already on the right track by clicking on this blog, so let me guide you through the best practices for optimizing your SEO efforts, with a focus on how local SEO can be your greatest asset.

Leveraging Local SEO: Proximity is Your Greatest Asset

SEO isn't just about competing on a global scale—it's about dominating your local market. Your proximity to potential customers is one of your greatest assets. Local SEO allows you to capitalize on this by optimizing your online presence to appear in local searches, helping you connect with customers who are right in your neighborhood. 

Local SEO involves optimizing your website to show up in search results by location-based keywords or through the searcher's geographic location. By ensuring your business is listed in local directories, optimizing your Google My Business profile, and encouraging customer reviews, you can improve your visibility in local search results. You can learn all about Local SEO at my other blog here: Optimize Your Website for Local SEO, or check out this video: How Local SEO Works if that’s your style. 

Integrating SEO with Traditional Marketing

Your website name, taglines, and key terms used in your print materials should also be reflected in your SEO strategy. Consistency across all marketing channels not only strengthens your brand but also helps search engines understand and rank your business for the terms that matter most to your audience. When you align your SEO efforts with traditional marketing, you create a unified message that resonates both online and offline.

Consider this: if you’re promoting a specific service or product in your print ads, make sure the same terms are optimized on your website. This ensures that customers who see your print materials and then search online will find exactly what they’re looking for.

For example, the advertisement above was placed in a Troy, Ohio Chamber of Commerce newsletter. It linked to this page that shows identical graphics and content to what was seen on the advert. 

Optimizing for the Right Keywords: Aligning with Your Marketing Terms

The keywords you optimize for online should mirror the terms you use in your traditional marketing. This alignment ensures that your SEO efforts are not only driving traffic but also reinforcing your brand message and increasing the likelihood that searchers will recognize and trust your business.

If you’re known for a specific service like “gourmet catering” in your local community, make sure this term is prominently featured in your online content, meta descriptions, and Google My Business profile. Consistency here builds recognition and trust, making it easier for customers to connect your offline reputation with your online presence.

Setting the Tone: How to Lead the Conversation in Your Area

As a small business, you have the unique ability to set the tone for what the conversation should be in your area. By staying agile, being more personable, and continuously striving to do better than your competitors, you can establish your business as a local leader.

This involves more than just following SEO best practices—it’s about being proactive in engaging with your local community, whether through social media, local events, or even partnerships with other businesses. This also gives you a great opportunity to build Backlinks, which I talk about here: The importance of backlinks. By being present and active, you can shape how your business is perceived locally and ensure that when people search for services like yours, your name comes up first.

Conclusion

For small businesses, mastering SEO means more than just ranking higher—it’s about connecting with your local community, staying consistent in your messaging, and leading the conversation in your area. By leveraging local SEO, aligning your online and offline efforts, and continuously improving, you can increase visibility and leads exponentially over time.

Ready to boost your local SEO efforts? Download our Local SEO Starter Guide and start implementing these best practices today to elevate your small business's online presence.