How To Get Started With SEO
Search Engine Optimization (SEO) is a critical component of any digital marketing strategy. It’s the process of optimizing your website to improve its visibility on search engines like Google or Bing, making it easier for potential customers to find you organically.
This guide will break down what SEO is, resources you can use to improve your rankings, how to prioritize keywords, effective strategies, and common mistakes to avoid.
What Is SEO?
SEO is the practice of optimizing your website and online presence to rank higher in search engine results pages (SERPs). Higher rankings mean more visibility, which leads to increased traffic, leads, and sales.
SEO can be divided into three main categories:
On-Page SEO: Optimizing content, metadata, and HTML elements on your website
Example: Using keywords in titles and descriptions, improving site structure
Off-Page SEO: Building external signals to your site, such as backlinks and social signals
Example: Earning links from reputable websites
Technical SEO: Ensuring your site is easily crawlable and indexable by search engines
Example: Improving site speed, fixing broken links, and ensuring mobile-friendliness
Why Is SEO Important?
Strong SEO can be the key to standing out in a competitive market, driving organic traffic, and boosting conversions.
Cost-Effective Traffic: Unlike paid ads, SEO brings in organic traffic without ongoing ad spend
Improves Credibility: High search rankings build trust with users
Long-Term Results: While SEO requires effort upfront, the benefits compound over time
Levels the Playing Field: With good SEO, small businesses can compete with larger competitors online
Resources YOU CAN USE TO IMPROVE YOUR SEO
Google Tools:
Google Search Console: Monitor and troubleshoot your site’s presence on Google.
Google Analytics: Track traffic, behavior, and conversions.
Google Keyword Planner: Discover keyword ideas and search volumes.
SEO Platforms:
Free Tools:
Yoast SEO (for WordPress): Helps optimize on-page SEO.
Ubersuggest: Free keyword research and SEO insights.
AnswerThePublic: Generates keyword ideas based on popular questions.
Education:
HubSpot Academy and Yoast Academy: Offer beginner-friendly SEO courses.
Google’s SEO Starter Guide: A free resource directly from the search engine giant.
How to Research and Understand Keyword Priorities
Step 1: Understand Your Audience
Identify your target customers and their needs
Consider what questions or problems they might search for online
Step 2: Brainstorm Keywords
List topics related to your business
Use tools like an Google Keyword Planner, Ubersuggest, or an AI tool to generate ideas
Step 3: Evaluate Keyword Metrics
Search Volume: How often is the keyword searched?
Competition: Is the keyword easy or difficult to rank for?
Relevance: Does the keyword align with your business goals and offerings?
Step 4: Prioritize Long-Tail Keywords
Long-tail keywords (e.g., “affordable yoga mats for beginners”) are less competitive and more specific, making them ideal for small businesses.
Step 5: Analyze Competitor Keywords
Use tools like SEMrush to discover which keywords your competitors rank for and identify opportunities.
Effective SEO Strategies
1. Optimize Your Website
Use target keywords in titles, headers, meta descriptions, and alt text.
Ensure your site is mobile-friendly and loads quickly.
Organize content with a clear structure and navigation.
2. Create High-Quality Content
Publish blog posts, guides, or videos that provide value to your audience.
Focus on content that answers common questions or solves problems.
Use internal links to guide users to related content.
3. Build Backlinks
Earn links from reputable websites to boost your domain authority.
Guest post on industry blogs or collaborate with local businesses.
Share content on social media to encourage backlinks organically.
4. Optimize for Local SEO
Claim and optimize your Google My Business listing.
Include location-based keywords in your content.
Encourage reviews on platforms like Google and Yelp.
5. Track and Adjust
Use Google Analytics and Search Console to monitor performance.
Refine your strategy based on what’s working—and what’s not.
Common SEO Mistakes to Avoid
1. Keyword Stuffing
Overloading your content with keywords harms readability and can lead to penalties from search engines.
2. Ignoring Mobile Optimization
With most searches happening on mobile, a non-mobile-friendly site can hurt rankings.
3. Overlooking Technical SEO
Slow load times, broken links, or poor site architecture can harm your rankings, even if your content is strong.
4. Neglecting Local SEO
For small businesses, local SEO can drive valuable foot traffic. Ignoring it means missing out on local customers.
5. Lack of Consistency
SEO is a long-term game. Irregular updates or neglecting your strategy can lead to stagnant or declining rankings.
THE BOTTOM LINE
SEO is one of the most effective ways for small businesses to increase visibility, drive traffic, and grow sustainably. By focusing on keyword research, content creation, and technical optimization—and avoiding common pitfalls—you can build an SEO strategy that delivers results.
Need help improving your SEO? Newly Marketing is a digital marketing consultancy that specializes in helping small businesses optimize their online presence with tailored, results-driven strategies. Let’s work together to make your business stand out—reach out today!
About the Author
Lily Newman is the Founder & Principal of Newly Marketing, a digital marketing consultancy specializing in lifecycle and retention marketing for DTC, E-Commerce, Retail, and CPG brands. From integrated marketing strategy to campaign production, email marketing operations to performance measurement, we offer the expertise and leadership your business needs to build a world-class digital marketing program.
