How to set up SEO that works, step by step

A 7 minute read for a better small business.

A quick explainer on setting up SEO that actually works

"Skip the intro for the step-by-step Pro guide on SEO, we’re starting with the fundamentals."

What does SEO mean?

SEO (Search Engine Optimization) is the process of improving your website to rank higher on search engines like Google, helping customers find you more easily. While AI driven search tools and platforms like TikTok are gaining popularity (particularly across Gen Z), traditional search engines still dominate with Google still handling roughly 90% of all searches - making SEO one of the most important strategies for getting your business found online.

Why is SEO important for your small business?

Simply put, SEO is how customers find you online. Imagine having one of the best cafes in Brisbane, but when people search on Google for “best cafes in Brisbane" you don;t even show up on the first few pages and instead, they go to a competitor - one that has invested in SEO. Who’s finding you? That’s where SEO makes a difference—It increases your online visibility so more potential customers can find and choose your business over competitors. The good news is once your SEO is properly set up and optimised, it requires minimal ongoing effort. Just occasional updates to stay competitive.

4 in 5 consumers conduct searches with local intent on Google, meaning customers are actively looking for businesses like yours nearby, however, 75% of users never scroll past the first page of search results. If your business isn't ranking well online, you’re practically invisible to most searches. Investing in SEO ensures your business appears in moments that matter, helping you attract more customers and stay ahead of your competition.

When done right, SEO ensures your business is discoverable by the right audience at the right time. It’s not magic—it’s strategy, consistency, and a few tools that give your website an edge.

Are SEO services, companies and agencies worth it for a small business?

Short answer: It depends. As an SEO professional, it pains me to say this, but let me explain…

Is setting up SEO properly important? Absolutely, it makes your business more visible and brings in more customers. But do you need to pay an agency every month? That depends on your business type. If your industry relies on fresh content (like a news site, online store or service based business), then ongoing SEO can be valuable. However, if you're running a local cafe or bar, a well-optimised website and local SEO setup may be all you need.

The key is to avoid paying ongoing fees for minimal returns. And in Australia, where 22% of businesses expect profitability to decline over the next year (ABC, 2025), cutting unnecessary expenses is more important than ever. Many agencies charge hefty monthly retainers, but with the right tools and guides, you can do 90% of the work yourself.

Need or want help setting it up? We can match you with a freelancer who fits your budget—whether it’s a one-time setup or ongoing support. Click here. Prefer to DIY? Keep reading!

Three upfront Pro tips on SEO

"Enough with the rambling, just give me the goods. We hear you… so here are the highlights"

• Get your web basics right: You don't need a super fancy and complex website but it’s important to ensure you get the fundamentals correct. (1) Fast Loading Speeds: Faster sites encourage people to stay longer and purchase more. Over 32% of users leave a site that takes more than 3 seconds to load (Think with Google,2018 & 2020). Luckily you can use tools like Google's Pagespeed Insights or GTMetrix to check and fix your site's speed issues. (2) Mobile Friendliness: Over 60% of searches happen on mobile (statista, 2024) so make sure looks and functions well on mobile. (3) Clear Keyword Targeting:  Make sure each page on your website has a purpose and targets keywords effectively (e.g. "Parisian Cafe in Brisbane") Slow websites lose visitors and get poorly ranked. Use tools like Google’s PageSpeed Insights or GTmetrix to check and fix your site’s speed.
• Nail your Google Business Profile: As we mentioned previously, having your business visible in local search is an extremely powerful tool. Claim and verify your profile, ensure your business name, address and phone number (commonly referred to as NAP) are correct, add high quality photos, respond to reviews (both positive and negative!), and ensure your opening hours are accurate. More in the article ‘How to create a Google Business Profile that stands out’.
• Focus on quality content and utility over keyword stuffing: SEO isn't just about writing text heavy blogs, it's about answering customer questions and providing useful content.

Bonus Tip: Write clear meta titles and descriptions for all pages…with a little flavour. Small businesses often forget these need to be done for all pages…so don't forget. These are what people see in search results, so make them catchy and informative.

A late introduction

SEO isn’t about tricking search engines - it’s about understanding how your customers search and ensuring your business appears when they need it. 

With over 6 years experience in global media agencies working with some of the world's biggest brands, I've seen firsthand how smart SEO strategies can drive serious business growth. But big-budget tactics aren't just for global brands - smaller businesses can also apply high impact and cost effective strategies to get results.

That's exactly what I've focused on when working with local businesses - from ice producers to climbing gyms. The impact of SEO is just as important for local brands as it is for global.

For example, over the last three years, I’ve helped NOMAD Bouldering Gym completely revamp their website with an SEO focus in mind that led to an increase in web traffic by 102% over the last three years.

This guide isn’t about giving you cookie-cutter advice; it’s about practical steps you can take today to make your business more visible online.

Step-by-Step Pro Guide: SEO where to start

"You might want to grab a coffee and your notebook, or just bookmark the page."

1. Focus on quality content and utility over keywords

Don’t get caught up obsessing over keywords—Google’s smarter than that. It prioritises websites that genuinely help users. 

What does this mean for your business?

• Write content that actually helps – Blog posts, product descriptions, and FAQs should answer real questions your customers have.
• Ditch keyword stuffing – Don’t force phrases like “Best plumber Sydney” 15 times. Use natural language and focus on clarity.
• Keep content fresh – Update your website content every 6-12 months. No need to rewrite everything—just make sure nothing’s outdated.

2. Get page speed and fast loading right early

Page speed is simply how long it takes for your webpage to load on someone's desktop and mobile. Slow-loading websites turn customers away and push you lower in search rankings. 

Let’s fix that.

Check your website speed:

• Copy and paste your URL into a tool like Google PageSpeed Insights or GTmetrix to see what’s slowing it down.

Get a list of easy and practical fixes:

• Copy the diagnostics report and drop it into ChatGPT (or another AI tool) with a prompt like: "What practical steps, in order of priority and ease, can I take to fix these issues on my website?"

Key things to fix:

• Compress your images – Large images and videos slow pages down. Use TinyPNG to reduce file size without losing quality. 
• Use lazy loading on images and videos – Big visuals (images, videos, etc.) should only load when needed. Some website builders, like Webflow, do this by default, but always double-check—especially if your site was custom-built.
• Minimise animations that delay key content – Keeping initial load times fast matters. For example: I advised turning off the animation on www.unjumble.com’s homepage headline, this tweak alone helped them cut 3 seconds off their page speed.

3. Get imagery right

Great visuals don’t just look good—done right, they help with SEO too:

• Compress file sizes – Use TinyPNG or similar tools to keep images crisp without slowing your site down. Keep images under 500KB – Ideally 100-300KB for regular images, less than 100KB for thumbnails.
• Use descriptive alt text – Example: “Freshly baked croissants at XYZ Bakery, Melbourne.” This helps both search engines and visually impaired users.
• Get the dimensions right – Blurry or stretched images make your site look unprofessional.
• Use WebP format – It’s Google’s preferred image type. There are many converters online that can help change your jpgs and pngs to webps.
• Set social sharing images – These appear when someone shares your link. Website builders like Webflow let you add them in SEO settings.

4. Write clear meta titles, and meta descriptions

Meta tags are the unsung heroes of SEO, but more often than not, they’re done wrong. And that’s a big issue, since they’re usually the first impression customers get of your site.

Here’s how I like to set it up:

• Complete a meta title and description for every page on your website
• Keep titles under 60 characters and descriptions under 160 characters.
• Add a splash of personality to stand out in search results. For example, Stuart Dickson Produce is all about supporting Australian farmers, where other wholesale businesses just focus on produce—so we highlighted that.
• Include relevant keywords naturally. Think like your customers: “wholesale fruit & vegetables”, “bulk produce”, “Sydney & Canberra”. You can use a Google Keyword Planner to help you find relevant keywords for your business.
• Use action-oriented words to get people clicking. My favourites: Order, Discover, Boost, Save, Get, Transform, Learn, Try, Unlock, Shop, Book.
• You can even add a bit of urgency—something like “Don’t Miss Out—Order Fresh Wholesale Produce Today!” makes a real difference.

The clear to the point meta title and description for the home page:

You don’t have to be boring—be strategic or have some fun with it! For example: Stuart Dickson Produce has a farmer-first positioning compared to their competitors:

5. Review and optimise with real customer searches

What are keywords? 

Simply put, they’re the words people type into the search bar. You want your content to match what people are actually searching for.

Take www.unjumble.com, for example. They originally used "SMB" in their content to refer to small to medium businesses, but after doing some keyword research, I found that "small business" was being searched thousands of times more per month. So, they just swapped "SMB" to "Small Business" wherever it made sense.

When I write content, I like to start by focusing on what I think customers want, then go back and add in keywords later. This way, the content always has strong utility first.

To figure out what your customers are searching for, tools like Google’s Keyword Planner or AnswerThePublic are super helpful.

6. Add regular updates to your site (Optional)

Google loves fresh content. Regularly updating your website tells search engines that it’s active and relevant. Define how important regular content is for your business and category, whether it’s blogs, articles, or other updates. Once you’ve established its importance, plan out when you’ll update it.

• Post blogs, news updates, or seasonal specials.
• Update product listings, especially if you’re in retail or hospitality.

As a small business, you probably don’t need to go overboard. Your main focus should be on running your business, but where it makes sense, add a bit of new content here or there. Whether it’s a new menu item, staff introduction, or recent article, these little updates can make a big difference.

Why SEO is important for small business

"If you haven’t realised already, let me break it down."

SEO is an easy win to make your business more visible to customers every day. By focusing on quality content, fast performance, and great visuals, your business can climb the search rankings and get more customers.

The best part?  Once you set it up right from the start, it takes a lot less effort down the road. Spend just 30 minutes a day for a week getting it right, and your business will be in a much better place. After that, you can mostly set it and forget it, only coming back every few months to ensure your content stays fresh.

There are plenty of freelancers like me in Australia with the expertise to help small businesses with their SEO, so hiring a full-time SEO agency isn’t always necessary.

That's all from me.

Cheers,

Steve

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