Search engine optimisation basics for small sites

What SEO actually is

Search engine optimisation is making your site easy to find, easy to understand, and easy to use. It is not about gaming algorithms or buying links.

Good SEO means people who need what you offer can find you. It also means search engines can read and index your content properly [1]Source 1 .

Why it matters for small sites

Small sites compete with big sites for attention. You cannot outspend them on ads. You can out-perform them on relevance, speed, and clarity [7]Source 7 .

• Local businesses need to appear when people search nearby.
• Charities need to appear when people search for causes or services.
• Service businesses need to appear when people search for solutions.

The technical foundation

Page titles and descriptions

Every page needs a unique title and description [1]Source 1 . These appear in search results and help people decide whether to click.

• Titles should be 50 to 60 characters. Include the main topic and your business name where it helps.
• Descriptions should be 150 to 160 characters. Summarise what the page offers and why someone should visit.
• Make each page title and description unique. Avoid duplicating them across pages [1]Source 1 .

URLs that make sense

• Use clear, readable URLs. Avoid long strings of numbers or random codes.
• Include keywords where they fit naturally. Do not stuff them in.
• Keep URLs stable. Changing them requires redirects [4]Source 4 .

Site structure and navigation

• Organise content into clear sections. Use consistent navigation.
• Create a sitemap. Help search engines understand your site structure.
• Link related pages together. Use descriptive link text, not click here [1]Source 1 .

Mobile-friendly and fast

Search engines favour sites that work well on mobile and load quickly [3]Source 3 [6]Source 6 .

• Your site must work on phones and tablets. Text must be readable without zooming.
• Pages should load quickly, especially on mobile networks [7]Source 7 .
• Core Web Vitals scores affect search rankings [3]Source 3 [6]Source 6 .

Content that helps people

Answer real questions

Write content that answers what people actually search for. Not what you think they should search for.

• Think about what someone types into Google when they need your service.
• Answer questions clearly and completely. Do not hide information behind forms or jargon.
• Update content when information changes. Stale content hurts trust and rankings.

Use headings properly

• Use one H1 per page for the main topic.
• Use H2 for major sections, H3 for subsections. Keep the order logical.
• Headings help both people and search engines understand structure [1]Source 1 .

Images with purpose

• Use alt text that describes what the image shows or why it matters.
• Avoid generic alt text such as image or photo.
• Optimise images for speed. Large images slow pages and hurt rankings [6]Source 6 .

Structured data where it helps

Structured data helps search engines understand your content [2]Source 2 . It can also make your results look better in search.

• Use structured data for local businesses, events, articles, and organisations.
• Test structured data with Google's Rich Results Test.
• Do not add structured data you do not need. It adds complexity without benefit.

What to avoid

Keyword stuffing

Repeating keywords unnaturally does not help. It makes content hard to read and search engines ignore it.

Duplicate content

Having the same content on multiple pages confuses search engines. Use redirects or canonical tags if you must have similar pages [5]Source 5 .

Hidden text or links

Do not hide text or links from users but show them to search engines. This violates guidelines and can get your site penalised.

Buying links

Buying links for SEO is risky and often ineffective. Focus on earning links through useful content instead.

Tools that help

Google Search Console

Search Console shows how Google sees your site. It reveals indexing problems, search performance, and technical issues.

• Check which pages Google has indexed.
• See what people search for to find your site.
• Monitor for errors and warnings [3]Source 3 .

Page speed tools

Use tools such as Lighthouse and PageSpeed Insights to measure performance [6]Source 6 . Fix the biggest issues first.

Local SEO basics

If you serve a local area, local SEO matters.

• Include your location in titles and content where it makes sense.
• Create a Google Business Profile and keep it updated.
• Use structured data for local business information [2]Source 2 .
• Get listed in relevant local directories. Keep your name, address, and phone number consistent everywhere.

How to measure progress

SEO takes time. Measure progress over months, not days.

• Track organic search traffic in Google Analytics.
• Monitor your ranking for key terms in Search Console.
• Watch for indexing errors or drops in visibility.
• Track enquiries and conversions from organic search.

Common mistakes

• Focusing on keywords instead of user needs.
• Ignoring mobile experience [3]Source 3 .
• Letting pages get slow over time [7]Source 7 .
• Not fixing broken links or redirects [4]Source 4 .
• Publishing thin or duplicate content.

Next step

Start with the basics. Fix titles and descriptions. Check mobile experience and page speed. Make sure your most important pages answer real questions clearly. Then monitor progress in Search Console and adjust based on what you learn [3]Source 3 . If you need help with SEO, SEO services can provide the expertise and ongoing support to improve your search visibility. For local businesses, see local SEO for small businesses.