If you’ve got a website, you’ve already made a move in the right direction. But having a website isn’t enough.

To stand out in a crowded digital space, small businesses need to play smart. This means using Search Engine Optimisation (SEO) not just as a buzzword, but as a long-term tool to drive visibility and growth.

SEO is no longer a mysterious or overly technical space. New and smarter tools and platforms means even small business owners without a tech background can improve their online presence, and they don’t need to blow the budget.

Here’s how to get started (or re-started) with SEO in a way that’s easy, actionable and aligned with what actually works.

1. Optimise for humans and AI

Search engines have become more human. Thanks to AI-driven updates like Google’s Search Generative Experience (SGE), results now favour helpful, natural and context-rich content.

Instead of focusing purely on keywords, create content that clearly answers real customer questions.

Try this:

• Use AnswerThePublic or AlsoAsked to find questions your audience is searching.

• Include concise, scannable answers in your blog, product pages or FAQs.

Tool spotlight:

• Google Search Console: Monitor how your content performs in search.

• ChatGPT or Gemini: Brainstorm content ideas or rewrite product descriptions for clarity and tone.

2. Own your local presence

If you’re a small or local business, local SEO is your power move. According to Google, 76% of people who search for something nearby on their smartphone visit a business within a day. That makes your Google Business Profile more important than ever.

Checklist for local SEO:

• Claim and fully update your Google Business Profile.

• Add photos, business hours, services and a compelling business description.

• Ask happy customers for Google reviews—reviews are ranking gold.

• Bonus: Add your business to Bing Places and Apple Business Connect to cover more search platforms.

3. Speed and mobile-first everything

Google now ranks your site based on how well it performs on mobile. A slow-loading or clunky site will harm your chances of showing up in top results.

Try this:

• Test your site with PageSpeed Insights.

• Ensure your site is mobile-responsive and quick to load (under 3 seconds is ideal).

• Compress images and avoid using too many plugins if you're on WordPress or Shopify.

4. Create content people actually search for

Blogging is still relevant, but only when it’s strategic. Generic “Top 5 Tips” posts won’t help unless they target real search intent.

Smart content strategy:

• Use Ubersuggest or Semrush Free Tools to find low-competition, high-intent keywords.

• Create content hubs or pillar pages around core topics (i.e. Card payments for cafes).

• Don’t forget about video - YouTube results appear directly in Google Search.

Tool spotlight:

Use Canva’s AI content planner to map content around seasonal trends or customer pain points.

5. Track, tweak, repeat

SEO isn’t a set-it-and-forget-it strategy. You need to use data to refine your approach over time.

Simple metrics to track:

• Which pages get the most traffic? (through Google Analytics)

• What search queries are driving people to your site? (through Search Console)

• Are visitors converting into customers or leads?

Set a monthly check-in to review your metrics and optimise content, improve CTAs or update page structures.

Make SEO work for your business, not the other way around

SEO success isn’t about outsmarting Google - it’s about making your site helpful, fast and easy to find.

Focus on human-first content, claim your local listings, use free tools to monitor performance and optimise steadily over time. Your online visibility, and your business, will thank you.