How Small Business Owners Can Take Control of Their SEO

SEO can feel mysterious. The minute technical language gets thrown around, it can create confusion and distrust. But it’s not as complicated as people make it out to be. The tools and organic opportunities available today make SEO more user-friendly and something every business owner should be involved in.

How SEO Tools Have Changed

SEO used to feel like it belonged only to developers or those with deep internet knowledge. Now, anyone can log into Google Analytics and see where traffic is coming from, which pages are performing, and what keywords people are using. Google Search Console shows you the exact queries that brought people to your site. Tools like Hotjar let you watch how people interact with your website—where they click, how far they scroll, and when they drop off.

Website platforms like WordPress and Squarespace also make it simple to add meta descriptions, titles, and keywords without needing advanced coding. The data is easier to access and easier to use, which means you can stay in control.

Tangible SEO Tactics You Can Do

SEO shouldn’t feel invisible. The worst part is when it seems like nothing’s happening, there’s no proof, and conversations just go in circles. To keep it clear and consistent, here are the tangible pieces you can actually see and even do yourself!

• Blogs with intention
  Choose topics based on keyword research and competitor insights so you’re writing for what people are searching for. Write with your own voice and from your own perspective, include relevant keywords and avoid AI filler. Learn your website CMS so you can upload these on your own time.

• Competitor research
  Keep an eye on what others in your space are publishing and where they’re showing up in the PR world. It gives you a benchmark, ideas on where you can stand out and gaps you can fill.

• Own your GMB and be good to your customers
  Own your listing. Set it up, create a process to ask for consistent reviews, respond to customers, and post updates. Invest in customer service training where needed so you can ensure your customers are leaving you 5-star ratings every time!

• Set up other listings
  Don’t stop at Google. Depending on your industry, make sure you’re listed on industry-specific review platforms like Yelp, Wedding Wire, TripAdvisor, Med Review, etc. These additional listings not only provide an option for users to leave reviews who don’t have a Google account, it also helps boost your credibility and make it easier for people to find you wherever they search.

• Optimize Instagram for search
  As of July 2025, Instagram posts from professional public accounts can now show up directly in Google results. Treat your posts like mini landing pages: use keyword-rich captions, alt text, hashtags, and geo-tags. This helps extend the lifespan of your content beyond the app and gets your brand discovered in search results.

• Backlinks should be earned
  Don’t buy links from random sites. Build them organically through partnerships, speaking gigs, podcasts, and media features. These types of links are stronger and have more of a long-term impact.

• Great design and UX
  SEO works best when your site is easy to navigate, loads quickly, and looks professional. Design and user experience keep people on your site longer and builds trust (you may need to call in an expert for this one, but it’s something you should know about).

Setting the Right Expectations

One of the most important things to understand about SEO is that it’s a long game. You won’t see results overnight. It takes consistency, steady updates, and a focus on the right activities to build momentum. Think of it less like a one-time project and more like part of how you run your business online.

Where Advanced SEO Fits In

There’s still a space for advanced SEO—things like technical audits, deep coding, schema markups, and complex campaigns. That work is often best for provincial or national companies that want to dominate market share and can invest significantly in monthly activities.

If you’re a small business owner, the good news is you don’t need that level of overhead or expenses to have a strong SEO presence. By staying consistent with content, putting yourself out there to gain organic PR, have a strong website design, consistently ask for reviews, and utilize Instagram, you’ll see real results over time.

When to Call Us In

You can do a lot of this on your own. But if you’re stuck, don’t have the time, or just want someone to build a strategy around it, that’s where we come in. We help small business owners put the right pieces in place to keep SEO consistent without all the jargon.