Search engine optimization (SEO) doesn’t have to be confusing or overly technical. As a business owner, you don’t need to know how to code – but you do need to understand how your online presence impacts your visibility, traffic, and ultimately your revenue.
This guide breaks down the essentials of SEO into clear, actionable insights so you can make smarter decisions, ask the right questions, and get more out of your marketing investment.
What Is SEO, and Why Should You Care?
SEO is the process of improving your website so that it appears higher in search engine results (mainly Google) when people look for products or services like yours.
Why It Matters
- 93% of online experiences start with a search engine.
- The top 3 organic search results get more than 50% of all clicks.
- Higher rankings = more traffic, more leads, more sales.
On-Page SEO: What You Control On Your Website
Best Practices
Title Tags & Meta Descriptions: Clear, keyword-focused, and compelling. These are what show up in search results.
- Headlines & Subheadings: Use keywords in headers (H1, H2, etc.) to signal relevance to Google.
- URL Structure: Keep URLs short, clean, and keyword-rich (e.g., yoursite.com/seo-tips).
- Content Quality: Write for people first. Use natural language, answer questions, and provide value.
- Image Optimization: Use alt text to describe images. Google can’t “see” images without it.
- Mobile Optimization: Your site must load quickly and display well on phones.
Off-Page SEO: What Others Say About You
Best Practices
- Backlinks: Earn links from reputable websites. The more credible sites that link to yours, the more Google trusts your site.
- Guest Posting: Write articles for industry blogs or partners and link back to your site.
- Online Reviews: Encourage satisfied customers to leave reviews on Google, Yelp, and industry directories.
- Social Sharing: While not a direct ranking factor, content that gets shared builds brand visibility and backlink potential.
Local SEO: Be Found in Your Neighborhood
Best Practices
Google Business Profile: Claim and optimize your profile with updated info, photos, services, and reviews.
- Local Listings: Ensure your name, address, and phone number (NAP) are consistent across the web.
- Local Keywords: Use location-based keywords (e.g., “financial advisor in Raleigh”) in content and metadata.
- Engage Locally: Post about community involvement, local events, or location-specific services.
Understanding Google Algorithm Updates
Google updates its algorithm regularly to provide users with the best results. Major updates can impact your rankings, so staying aware is key.
How to Adapt:
- Focus on Quality: Avoid shortcuts and “black hat” tactics. Google’s updates reward relevant, trustworthy content.
- Review Analytics: Watch for traffic dips that may align with algorithm changes.
- Refresh Content: Keep content current, accurate, and valuable.
- Diversify Traffic Sources: Don’t rely only on SEO. Use email, social, and paid media to maintain reach.
The Bottom Line: SEO Is a Long Game, But Worth It
Perfecting your SEO is not an overnight fix, but it builds sustainable visibility and attracts high-intent traffic. By focusing on best practices and staying adaptable, you can climb the rankings and keep the leads coming.
CarneyCo helps businesses grow smarter with SEO strategies that are built on clarity, not complexity. Want to make sure your website is working as hard as you are?
