How does search engine optimisation (SEO) work?

Ever wondered why some websites effortlessly climb to the top of search engine results while others languish unnoticed on the second or third page? What's the secret sauce behind these rankings that can make or break a business in today's digital landscape?

With businesses scrambling to grab attention online, understanding the intricacies of search engine optimisation (SEO) can be a game-changer. From intricate algorithms to backlinks, the technicalities of SEO can seem overwhelming.

But fear not! Demystifying this essential marketing strategy can open the floodgates to organic traffic, boost visibility and, ultimately, drive conversions.

Whether you're a small business owner, an aspiring blogger or simply curious about the digital realm, grasping the basics of SEO is crucial.

In this blog, digital marketing expert and Enterprise Nation adviser Emma Goode breaks down the fundamental components of SEO, revealing how it works and what makes a successful SEO strategy for any small business.

What is SEO and why does it matter for small businesses?

Imagine owning a shop tucked away in a quiet corner of town. No matter how great your products or services are, if customers can't find you, they won't buy from you.

The same is true in the online world. SEO is the art and science of making your website easier for search engines like Google to find, understand and recommend to potential customers.

When done right, SEO helps your business:

• appear higher in search engine results pages (SERPs), increasing your online visibility

• attract the right target audience – people actively searching for your products or services

• build trust and authority, making your brand stand out among competitors

VIDEO: An introduction to SEO for busy people

I explain SEO and how to use it to increase your website's visibility in the organic search results of major search engines like Google:

How search engines work

Before we dive into SEO techniques, let's take a step back to understand how search engines like Google operate.

• Crawling: Search engines send out bots (called spiders or search crawlers) to discover content across the web.

• Indexing: Relevant content is stored in an enormous database called the index.

• Ranking: When a user searches for something, Google pulls the most relevant results from its index and ranks them based on hundreds of factors like content quality, keywords and user experience (UX).

Your goal with SEO is to make it as easy as possible for Google and other search engines to crawl, index and rank your website above your competitors'.

Key pain points for small business owners (and how SEO solves them)

"I can't afford expensive advertising."

SEO offers a cost-effective way to attract customers organically. Unlike paid ads, which stop working as soon as your budget runs out, SEO delivers long-term results and makes sure you're getting that all-important organic traffic.

"I don't understand SEO jargon."

Terms like "domain authority", "backlinks", "search engine algorithm" or "meta tags" can feel like another language. This blog demystifies these concepts and shows you how to use them effectively.

"I don't have time to manage SEO."

Yes, SEO takes time, but starting small with the essentials – like optimising your website content and focusing on local SEO – can yield significant results. You don't have to be an expert to see benefits.

SEO essentials for beginners

1. Keyword research: Speak your customers' language

Keywords are the words and phrases people type into search engines. For example, if you sell handmade candles in London, potential keywords might include "buy handmade candles London" or "eco-friendly candles UK".

How to find relevant keywords

Use free tools like Google Keyword Planner or Ubersuggest to identify relevant search terms.

Think about what your customers would search for (often called search intent). Include specific search queries that reflect that intent, like "cheap candles for weddings" or "luxury scented candles UK".

Don't just target popular keywords – focus on long-tail keywords (phrases with three or more words). They may have lower search volumes but are often easier to rank for and attract highly targeted customers.

VIDEO: How to find and use keywords for a small business website

Watch this webinar to discover why keywords are important, how to find them and what to do with the keywords once you have them:

2. On-page SEO: Optimise your content for search engines

On-page SEO refers to changes you make directly on your website to improve its search engine ranking. Here are some of the key areas to focus on:

• Title tags and meta descriptions: Make sure every page has a unique title tag (70 characters max.) and a meta description (155 characters max.) that include your target keywords.

• Headers (H1, H2, etc.): Break up your content with descriptive headers that incorporate keywords.

• Alt text for images: Search engines can't "see" images, so use alt text to describe them. For instance, instead of "image1.jpg," use "handmade soy candles UK".

• Internal links: Link to other pages on your site to help Google understand how your content is structured.

3. Technical SEO: Build a strong foundation

Even the most compelling, high-quality content won't rank well if your website has technical issues. Here's how to give your site a solid foundation:

• Mobile-friendly design: With most searches happening on mobile devices, Google prioritises websites that offer a seamless mobile experience. Search online for "mobile friendly test" and use one of the many results to check your site.

• Fast loading speeds: Slow websites frustrate users and lower your rankings. Tools like GTmetrix can help identify speed issues.

• Secure website (HTTPS): If your website doesn't use HTTPS, Google might penalise it. Most hosting providers offer free SSL certificates to secure your site.

4. Local SEO: Attract nearby customers

For UK small businesses, local SEO is crucial. It ensures your business appears in location-based searches, like "best bakeries near me" or "Liverpool plumbers".

Steps to improve your local SEO

• Google Business Profile: Claim and optimise your free Google Business Profile. Add accurate contact details, photos and your opening hours.

• Local keywords: Include location-specific terms like "handmade candles in Southampton" in your content.

• Reviews: Encourage satisfied customers to leave positive reviews on Google, Yelp and other platforms.

VIDEO: How to optimise your Google Business Profile

SEO consultant Mark Reynolds shows you how to make the most of your Google Business Profile so more local customers can find you:

Common SEO mistakes to avoid

• Keyword stuffing: Overusing SEO keywords in an unnatural way can lead to Google penalising you. Focus on creating content that reads well for humans.

• Ignoring analytics: Tools like Google Analytics and Google Search Console provide valuable insights into your website's performance. Use them to identify what's working and where you can improve.

• Neglecting mobile users: If your site isn't mobile-friendly, you're likely losing a significant portion of potential customers.

Practical tips for time-strapped small business owners

If you're short on time, start with these quick wins:

• Create a blog: Share helpful tips or insights related to your business in a series of blog posts. For example, if you run a bakery, write about "Top five tips for baking perfect sourdough at home".

• Update existing pieces of content: Refresh old pages with new keywords, images or data.

• Monitor your competitors: Use SEO tools like Semrush or Ahrefs to see what's working for your competitors and apply similar strategies.

Looking ahead: The future of SEO

The SEO landscape is always evolving. Recent updates, like Google's Helpful Content Update, place greater emphasis on creating people-first content. This means prioritising the needs of your target market over trying to "game" the system with tricks.

As AI continues to shape how people search and interact online, staying adaptable and focused on providing value to your customers will keep your SEO strategy ahead of the curve.

Key takeaways

SEO isn't a one-time task, but an ongoing effort. However, by understanding the basics and applying these beginner-friendly techniques, you can start attracting more relevant traffic to your website and getting maximum visibility for your small business.

The main point to remember? Focus on creating high-quality, relevant content that addresses your ideal customers' needs. Over time, search engines – and, more importantly, your customers – will reward your efforts.

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