5-Step SEO Checklist for Small Business Websites

Here’s the deal: 53.3% of all website traffic comes from organic search, and only 0.63% of users click on second-page results. If your small business isn’t ranking on the first page of Google, you’re missing out on potential customers.

This 5-step SEO checklist will help you:

• Fix technical problems that hurt your rankings.

• Find the right keywords your customers are searching for.

• Optimize content to attract more clicks.

• Improve your local search visibility.

• Build high-quality backlinks to boost your credibility.

Quick tip: Local SEO is huge - 46% of Google searches have local intent, and 76% of users who search “near me” visit a business within a day. Follow these steps to make sure your business gets found when it matters most.

Let’s break it down.

Outrank 99% of Local Businesses with This SEO Checklist

Step 1: Fix Technical SEO Issues

Technical SEO is the backbone of your website's performance. By addressing core technical elements, you can improve user experience and ensure search engines can properly index your site. Here are three critical areas to focus on.

Make Your Site Mobile-Ready

Did you know that 61.5% of internet traffic comes from mobile devices? Mobile-friendly websites are no longer optional - Google has prioritized mobile-first indexing, meaning it primarily uses the mobile version of your site for ranking. Starting July 5, 2024, sites that haven't transitioned will be crawled exclusively with the mobile Googlebot.

"Google predominantly uses the mobile version of a site's content, crawled with the smartphone agent, for indexing and ranking. This is called mobile-first indexing." - Google's Definition

To ensure your site is mobile-ready:

• Use Google's Mobile-Friendly testing tool to identify issues.

• Make sure buttons and links are large enough to tap easily, and text is readable without zooming.

• Confirm that your site's layout adjusts seamlessly to different screen sizes.

Speed Up Your Website

Page speed directly impacts user behavior - just a small delay can drive visitors away. For instance, increasing load time from 1 to 3 seconds can cause bounce rates to jump by 32%. Here’s how to make your site faster:

"Keeping your site speed - the number of seconds your site takes to load - under three seconds is therefore essential to turning first-time visitors into long-term audience members." - Dianna Gunn, Web Hosting Expert, CNET

Add HTTPS Security

An HTTPS connection is vital for protecting user data and is a ranking factor Google considers. Today, 91% of the top 1,000 websites use HTTPS, and browsers like Chrome flag non-secure sites as "not secure", which can deter visitors.

Here’s how to secure your site with HTTPS:

• Get an SSL certificate (many hosting providers offer free options like Let's Encrypt).

• Install and activate the SSL certificate on your server.

• Set up 301 redirects to ensure all traffic is directed to the HTTPS version.

• Update internal links to point to the HTTPS URLs.

• Verify your HTTPS setup in Google Search Console to ensure everything is working correctly.

Step 2: Find the Right Keywords

Once technical issues are resolved, the next step is zeroing in on the words and phrases your customers use to find your business. Choosing the right keywords can improve rankings, lower bounce rates, and drive more conversions.

Focus on Local Search Terms

Using local keywords helps connect with customers in your area. Here's how different keyword structures can work:

For instance, a small pizza shop targeting "best pizza in Austin" saw online orders jump by 30%.

Use Specific Search Phrases

Long-tail keywords - phrases that are more detailed - can bring in highly qualified traffic. For example, Webserv used the phrase "plastic surgeons in Los Angeles area" and saw a 74% increase in website visits, along with an 83% rise in calls.

"The key to successful SEO is concentrating on long-tail keywords, which are associated with more qualified traffic that's more likely to convert." - Erin Pennings

To uncover these phrases:

• Look at customer call logs for exact wording.

• Check Google's autocomplete suggestions.

• Explore the 'People Also Ask' section in search results.

• Ask your staff about common customer questions.

Align Keywords with Customer Goals

Your keywords should reflect what your customers are searching for. For example, if you sell skincare products, you might use phrases like "best organic facial moisturizer for sensitive skin" or "buy fragrance-free organic moisturizer".

Here’s how intent plays a role:

Test keyword effectiveness by typing them into search engines. Check the results to ensure your content aligns with what users are actually looking for.

Step 3: Update Page Content

Once you've nailed down your target keywords, the next step is to fine-tune your website's content. By aligning your page elements with your keyword strategy, you can improve your search rankings and attract more clicks.

Write Better Page Titles and Descriptions

Your page titles and meta descriptions are the first things users see in search results. With around 60% of searches not resulting in clicks, creating eye-catching titles and descriptions is critical.

Here’s how to make your meta elements work harder:

"A meta description tag generally informs and interests users with a short, relevant summary of what a particular page is about. They are like a pitch that convince the user that the page is exactly what they're looking for." - Google Search Central

Organize Content with Headers

Headers not only structure your content but also signal page topics to search engines. John Mueller, Google's Search Advocate, has noted the importance of using headers effectively.

Here’s how to structure your content:

• Use one H1 tag for the main page title.

• Break down major sections with H2 tags.

• Use H3 tags for subsections.

• Naturally incorporate keywords into headers.

• Keep headers concise and descriptive.

For example, a Boston bakery's "Custom Cakes" page could use this format:

Describe Images Properly

Optimizing your images isn’t just about aesthetics - it’s a powerful way to boost SEO. HubSpot reported a 779% increase in image traffic, gaining 160,000 additional organic views after improving their alt text.

Use these tips for image optimization:

"When writing alt text, focus on creating useful, information-rich content that uses keywords appropriately and is in context of the content of the page. Avoid filling alt attributes with keywords (also known as keyword stuffing) as it results in a negative user experience and may cause your site to be seen as spam." - Google

Step 4: Improve Local Search Results

If you want your business to shine in local searches, it’s time to focus on your Google Business Profile, ensure your business details are consistent everywhere, and encourage positive customer reviews. Building on your technical and keyword strategies, let’s dive into boosting your local search visibility.

Set Up Google Business Profile

Think of your Google Business Profile (GBP) as your online storefront. It’s often the first impression potential customers get when searching for businesses like yours. Google’s local rankings are based on three key factors: relevance, distance, and prominence.

To make the most of your GBP, prioritize these elements:

"To maximize how often users find your business in local search results, ensure that your business information in Business Profile is accurate, complete, and engaging." – Google Business Profile

Keep Business Info Consistent

Trust is everything, and inconsistent business details can break it. In fact, 80% of consumers lose confidence in local businesses when they find conflicting contact information online. To avoid this, audit your business name, address, and phone number (NAP) across all platforms, including your website, social media, and directories. Consistency here not only builds trust but also strengthens your local search ranking.

Get More Customer Reviews

A solid review profile can do wonders for your local SEO and customer trust. Did you know nearly 50% of people trust online reviews as much as personal recommendations? Even better, 90% of consumers are more likely to choose a business that actively responds to reviews.

Here are some effective ways to encourage more reviews:

Take a page from Chocolate Films’ playbook: they included review requests in their project sign-off emails and quickly earned a 5-star Google rating.

"People who wouldn't generally leave reviews - regardless of whether they are satisfied or not - will feel encouraged to leave a review if they see replies and feedback from businesses." – Lika Djukic, Best Response Media

Step 5: Get Quality Links

Building quality backlinks is essential for improving your search rankings. As the final piece of your SEO strategy, let’s dive into practical ways to boost your site’s authority and visibility.

Work with Local Businesses

Partnering with local businesses can open doors to valuable backlinks while strengthening your community presence. These collaborations not only improve SEO but also build meaningful connections.

"Claimed and verified business directories that are complete and up-to-date are essential to increasing visibility and ensuring that prospective customers can find your business online." - Scott Schalin, COO of the Avita Group

Make Link-Worthy Content

Creating content that naturally attracts backlinks is one of the most effective ways to build authority. While a staggering 94% of online content gets zero backlinks, you can break through by offering material that provides real value to your audience.

By focusing on these formats, you can create content that stands out and earns links naturally.

List Your Business Online

Getting your business listed on trusted online directories is a straightforward way to enhance local SEO. With 83% of consumers turning to Google to find reviews and information about local businesses, being visible on the right platforms is critical.

For example, a law firm that optimized its Google Business Profile and joined legal directories saw an immediate boost in client engagement. These listings not only improve visibility but also help establish trust with potential customers.

Conclusion: Next Steps for Your SEO Plan

After tackling technical fixes, keyword strategies, on-page updates, local optimizations, and link-building efforts, the next step is to monitor and refine your SEO plan. Research shows that setting specific and challenging goals can boost performance by up to 90%. This foundation allows you to track measurable progress effectively.

Tools like Google Search Console and Google Analytics 4 are essential for tracking improvements. For example, a B2B software company leveraged these tools and found their content featured in snippets for 23% of their target keywords by March 2025, significantly increasing their visibility.

"SEO isn't about doing everything at once. It's about doing the right things at the right time." - Bruce Clay, Founder and President, Bruce Clay Inc.

Search engines release around 600 updates each year. This makes it vital to review your strategy every three to six months. Keep your content fresh and use tools like Google Search Console to monitor key metrics and identify areas for improvement. These steps will help you maintain and build on the strategies outlined earlier.

Stick with your plan and stay flexible. Big gains in rankings and traffic often come from small, steady improvements over time. By following this structured approach and consistently measuring results, you'll set your small business on the path to sustainable growth in organic search traffic.

FAQs

How can I check if my small business website has technical SEO issues?

To identify and address technical SEO issues on your small business website, start by leveraging tools like Google Search Console, Screaming Frog, or SEMrush. These tools are invaluable for spotting common issues such as crawl errors, broken links, and slow page speeds - problems that can hurt your site's performance.

Ensure your website includes an XML sitemap and that your robots.txt file is properly configured to guide search engines during the indexing process. Regularly reviewing these components and fixing any problems will help keep your site optimized for search engines while also improving the overall experience for your visitors.

How can I find the best keywords to boost my website’s search rankings?

To improve your website’s search rankings, start by creating a list of words and phrases that connect directly to your business, products, or services. Consider what terms your customers might type into a search engine when looking for what you offer. Tools like search engine auto-suggestions can also help you identify popular, related search terms.

After compiling your list, assess each keyword based on three key factors: search volume, competition level, and relevance to your audience. Aim for keywords with high search volume but lower competition to increase your chances of ranking higher. Also, take a look at your competitors - analyzing which keywords are bringing them traffic can reveal untapped opportunities for your own site.

By choosing the right keywords, you’ll not only boost your website’s visibility but also attract visitors who are more likely to engage with your content or make a purchase.

How can I get more customer reviews to improve my local SEO?

To improve your local SEO with more customer reviews, start by asking for feedback directly. Most customers are happy to share their thoughts if you simply ask. Reach out through various channels like email, text messages, or even face-to-face conversations to suit their communication preferences.

Make it simple for them by offering clear instructions and including direct links to your review platforms. If they forget, a friendly follow-up can serve as a helpful nudge. Also, take the time to respond to reviews - whether they’re glowing or critical. This shows you genuinely care about customer input and can motivate others to share their experiences as well.

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