Search engine optimisation has a reputation for dark arts and endless tinkering, but for a small business the foundations are refreshingly simple. Do the basics genuinely well and you'll outrank competitors who chase tricks. Most of it is just building a good, clear website.
Structure and speed
Give every page a clear purpose, a sensible title and a logical place in your site's structure. Make sure pages load quickly and work on phones — Google rewards both, and so do your visitors. A tidy, fast site is already most of the way there.
Answer real questions
The best long-term SEO is helpful content. Write pages that genuinely answer the questions your customers ask, in plain language, and you'll earn rankings that stick. Keyword stuffing is dead; usefulness is the strategy. One honest, thorough page beats ten thin ones.
Earn a little trust
Get listed accurately in relevant directories, gather a few genuine reviews, and earn the odd link from sites people actually trust. Slow, honest signals compound. Skip the shortcuts — they work briefly and then quietly sink you. Patience is the whole strategy.