This article includes insights sourced from the Google Search team podcast with John Mueller and Martin Splitt.
Want More Customers to Find You Online?
Did you know that 93% of online experiences begin with a search engine? If you run a small business, learning the basics of SEO could be the most impactful (and affordable) way to reach new customers, starting today.
This guide combines expert insights from Google’s own SEO team… plus proven steps you can take right now.
What Is SEO, and Why Does It Matter for Small Businesses?
“Everyone who is about to get in contact with SEO probably has more or less the same questions.”
— Martin Splitt, Google Search Advocate
Search Engine Optimization (SEO) simply means making your website easier to find on Google and other search engines. For small businesses, smart SEO is like putting your shop on Main Street, even if your budget is tight.
Step 1: Lay a Strong Technical Foundation
“If you’re using something common like WordPress, Wix, Squarespace, probably the technical foundation is kind of okay and you can focus more on the content side.”
— John Mueller, Google Search Relations
Quick Tip:
- Use popular website builders, they usually handle the technical basics.
- Want a fast check? Google’s SEO Starter Guide covers all the essentials.
Step 2: Define What Success Looks Like
Before you work on SEO, know your goals.
Ask yourself:
- What do you want your website to do?
- Do you want more calls, online sales, or foot traffic?
“What is the goal of your website? Essentially, what is the conversion that you want to track?”
— John Mueller
Free Worksheet: Download our Local SEO GBP Checklist
Step 3: Know Your Audience—Ask, Don’t Guess
Understanding how customers find you is gold for your SEO strategy.
- Ask your current customers: “How did you find me?”
- Keep a simple log of search terms and questions you hear.
“Build up this collection of searches that people have done.”
— Martin Splitt
Step 4: Create Content That Answers Real Questions
The content on your site should solve your customers’ problems.
Pro Tips:
- Focus on specific keywords (e.g., “best vegan bakery in Austin” not just “bakery”)
- Write blog posts or FAQs answering the questions you hear most.
- Update older content to keep it fresh and relevant.
“If you know what your potential customers are searching for, then you have it easier to understand what you should provide on your site.”
— John Mueller
Step 5: Make Sure Google Can Find You
Quick Check:
- Type your business name into Google.
- If your site shows up, you’re in good shape!
- If not, double-check your site settings or Google’s Search Essentials.
- Watch my YouTube video on this: Entity SEO Tip #1
Step 6: Measure and Monitor Your Progress
Set up free tools like Google Search Console and Google Analytics to track visitors and keywords.
- Track your goals: Are you getting more calls? More leads?
- Review monthly to spot trends and opportunities.
“Set up Search Console for your website so that you see the searches that people are doing.”
— John Mueller
Step 7: Experiment and Learn
SEO is not set-it-and-forget-it.
- Try changing headlines, adding new services, or publishing fresh blog posts.
- Wait a couple of weeks, then check if your rankings or traffic improved.
“You can just try things out. Let it sit for a couple of weeks, see what happens and monitor to see if it’s doing what you want.”
— John Mueller
Step 8: Know When to Hire an SEO Pro
If you hit a wall or want to grow faster, consider outside help.
Red flags to avoid:
- Guarantees of “#1 ranking overnight”
- No clear reporting or results
Look for:
- Clear, honest communication
- Measurable improvements in traffic or leads
What About AI and the Future of SEO?
Even with generative AI tools, your website is still the foundation for online visibility.
“Having a website is the basis for being visible in all of these systems.”
— John Mueller
Ready for More?
Take the Next Step:
- Enroll in the Treasure Map Entity SEO Course
Discover advanced strategies for dominating your search results, tailored for small businesses.
(Early bird pricing ends soon!) - Questions?
Drop a comment below with your top SEO challenge, or share what’s worked for you!
Additional Resources
Conclusion
SEO doesn’t have to be overwhelming.
Focus on the basics, know your goals, and take action each month. You’ll build a steady stream of customers who find you when it matters most.