Small Business SEO: Like Vegemite, Better When You Know How to Use It
- Sarah Bacich
- Jun 27
- 8 min read
Small business SEO. Equal parts mystery, guilt, and “I should really Google that.” If you’ve ever stared at your website wondering why it’s not pulling its weight, you’re not alone – most service firms treat SEO like flossing: important, but optional (until something hurts). This blog is your shortcut past the fluff. I’ve trawled through expert sites so you don’t have to, and pulled out the simple things that actually work - the kind of tweaks that make Google notice without needing a full-time marketing team. Oh, and there’s one free tool in here that no one’s talking about – but should be.
What Actually Is Small Business SEO (and Why Should You Care?)
Small business SEO sounds like something you’ll get to... eventually. Right after you finish invoicing, chasing that one client who still hasn’t signed, and remembering to eat lunch. But here’s the kicker: if you’re not showing up on page 1 of Google, you might as well not exist online. Brutal, but true.
Not sure if SEO matters for your business? Quick test: Google the thing you do (not your business name – nobody’s searching that yet). If you can’t find yourself, neither can your next client. And no, being on page 4 doesn’t count – that’s digital purgatory.

Most service firms aren’t failing at SEO because they’re lazy – they’re just guessing. Or outsourcing it once, five years ago, then never looking at it again. The result? A website that technically exists but ranks for absolutely nothing. No keywords = no page rankings = no leads that don’t already know you.
Here’s a simple reframe I use with clients: SEO isn’t about going viral. It’s about being findable when someone needs exactly what you offer. Like “employment lawyer Brisbane” or “team culture consultant Sydney” – not “Sarah from that workshop last year.”
Want a sneaky tool that’s actually useful? Try AlsoAsked.com – it pulls real questions people type into Google so you can spot the gaps your competitors missed. Great for writing blog titles, FAQs, or just figuring out what people actually care about (spoiler: it’s not your mission statement).
Bottom line? SEO doesn’t have to be overwhelming – but ignoring it comes at a cost. Especially when 90% of your competitors are just hoping Google figures it out for them and the other 10% are on page 1.
Common SEO Mistakes Most Service Firms Are Still Making
So now that we’ve agreed small business SEO isn’t just a nice-to-have, let’s talk about where it quietly goes off the rails. Most firms aren’t failing because they’re lazy – they’re just applying the same logic they’d use for a new staff policy: set it up once, tick the box, forget it exists. But unlike HR documents, SEO doesn’t sit politely in a folder until needed. It’s either working for you or silently working against you.
Even picking a keyword trips people up. (Spoiler: a keyword doesn’t have to be one word – it’s often a full phrase, like “SEO for HR consultants” or “business coach Brisbane.”) The mistake isn’t just picking the wrong one – it’s not knowing what you want that keyword to do. Should it lead to a blog, a service page, or a booking form? Most sites skip that question entirely, and end up with content that ranks for nothing and converts even less.
1. Using keywords... but not pointing them anywhere useful
It’s one thing to sprinkle keywords around your site. It’s another to actually give them a job. Most firms stop at “let’s rank for something like small business SEO marketing” – and never ask what page should this rank for? That’s like putting up a billboard with no directions.
Every keyword has intent. Informational ones (like what is SEO for small business) should lead to a blog or explainer.
Commercial ones (like best SEO company for service firms) should land on a service page that builds trust and answers objections.
Transactional ones (like book SEO audit Brisbane) should point to a clean, no-fuss contact or booking page.

but what usually happens? Firms try to cram all those keyword types onto a single, catch-all homepage – and end up ranking for none of them. If you want to rank, write one focused page per intent. Give your keywords a clear destination and a job to do. Otherwise, you're just... decorating.
2. Structuring pages like a stream of consciousness
Your website isn’t a TED Talk transcript or a diary entry. But too often, service pages read like someone had a thoughtful ramble and hit publish. No headings, no clear path, and no clue what the reader should do next.
On-page SEO isn’t just about keywords – it’s about how the page is built. Google scans for structure: headings (H2s and H3s), short paragraphs, internal links, and clarity. If your service page doesn’t clearly say what you offer, who it helps, and what to do next, Google won’t rank it – and your reader won’t stick around either.
Think of it like this: each page should do one job. A “Leadership Coaching” page should focus solely on that service – not introduce your company, list every offering, and end with a vague “get in touch.” If you confuse Google and your reader, you lose both.
Use specific headings like SEO services for small businesses instead of vague ones like “Our Approach.” Break up the content, guide the eye, and make each page scannable in 10 seconds. If it’s not clear at a glance, it’s not working.
On-page SEO sanity check for each service page:
Primary keyword intention is clear and focused
e.g. small business SEO, leadership coaching for managers – pick one service per page and optimise around it.
Page title = your Google listing headline
Aim for under 60 characters. Start with your keyword, then add location, brand, or benefit (e.g. Small Business SEO Services | Brisbane). This is what shows up in search results – make it count.
H1 = your main heading on the page
One per page. Make it human, helpful, and include the keyword naturally – under 70 characters. Think “Small Business SEO That Gets You Found” – not “Welcome to Our Services.”
Meta description = your 1–2 line pitch in Google
Write this manually. Keep it under 160 characters. Highlight who it’s for, what they’ll get, and why it matters. No keyword stuffing – just clarity and a reason to click.
H2 subheadings guide the reader
Use subheadings to break content into scannable chunks. Each should answer a real question your reader has (e.g. What does small business SEO include?, How long does it take to see results?).
Internal links keep people exploring
Link to related blog posts, FAQ pages, or service overviews. Don’t overdo it – just create useful next steps so your reader doesn’t bounce.
One page = one purpose
Don’t try to cram five services, your bio, and an entire case study onto one page. If your reader can’t tell what the page is for in five seconds, Google won’t either.
3. Forgetting Google is blind, not psychic
You might know exactly what you do, who you help, and why your service is brilliant – but Google doesn’t. And it won’t unless you spell it out. Search engines don’t read between the lines. They don’t admire subtlety. If your page doesn’t explicitly mention what you offer, for who, and where – you’re invisible.
This is one of the most common gaps in small business SEO: great services with zero clarity. A beautifully written paragraph about how you “empower business growth through tailored support” sounds slick… but tells Google nothing. Are you a consultant? A coach? A copywriter? Based in Brisbane or Ballarat? Specialising in startups or HR teams?
Here’s what Google can read:
Specific phrases like SEO services for small businesses
Clear service names in headings (not just “How We Help”)
Obvious location references if you want local visibility (e.g. “Consulting for Sydney-based teams”)
Your page title, H1, and meta description – all three need to give Google a reason to rank the page
Also, Google can’t guess what the page is about based on a vague paragraph and a pretty design. If you haven’t written a clear meta description (the short blurb under your title in search results), Google will generate one for you – usually by yanking a random sentence halfway down the page. It’s rarely flattering.
The fix? Be direct. Use real words. Include your service, your audience, and where it applies. Say the thing. If you help HR teams improve retention, don’t bury that in poetic metaphors.
Just write it. Because if Google can’t see it… no one else will either.
When to DIY and When to Get Help (Without Getting Burnt)
Most business owners land in one of two camps: either you’ve outsourced SEO once and still don’t really know what you paid for, or you’ve avoided it entirely because it sounds like something only full-time marketers understand.
But here’s the thing – not everything needs an expert. And not everything should be DIY’d either. The smartest approach is knowing which parts to learn, which to delegate, and when it makes more sense to bring in a pro.

What You Can 100% DIY (Even Without the Lingo)
Truly if you deeply want to learn and are willing to spend the time learning, yes - you can absolutely do what the big dogs charge thousands each month for.
Writing your own service pages – No one knows your offer like you. Use real words your clients say, not fluffy consultant-speak.
Optimising your Google Business Profile – Updating hours, adding photos, and responding to reviews? Easy wins.
Filling in metadata – Your page title and meta description are just plain-English summaries. If you can write a LinkedIn headline, you can write these.
Internal linking – Link between your pages like you’d guide someone through a conversation. Start with “If you liked this, check out that.”
Answering real questions in content – If clients ask it in emails or consults, it belongs in your blog or FAQ.
This is exactly what Simplify SEO teaches for FREE– how to do these parts properly, quickly, and with zero jargon. We show you how to think like Google just enough to stop guessing, and give you the templates, tools, and examples to action it without drama.
What to Delegate (and When)
Site speed and technical fixes – If things like “core web vitals” make your eyes glaze over, this is one to pass on to a developer.
Strategy mapping – Knowing which keywords to go after and which pages to optimise takes a bird’s-eye view. If you’re short on time or stuck in content limbo, get expert input here.
Backlink outreach – Time-consuming, low reward if done badly, and not worth your sanity unless you know what you’re doing.
Major rebuilds or redesigns – SEO tanks easily during a rebrand if you don’t migrate properly. Always get help with that bit.
Not Sure Which Camp You’re In?
If the task has a clear checklist and a visible outcome (like writing a meta description), you can probably DIY with the right guide. If it sounds like an acronym or requires staring at a spreadsheet, delegate it – or, at the very least, get a second opinion.
The whole point of learning SEO basics isn’t so you can do everything forever. It’s so you can understand enough to stay in control – whether you're doing it yourself, delegating to a VA, or hiring an agency without getting sweet-talked into a retainer that delivers nothing.
Simplify SEO is built to give you that control – no mystery, no gatekeeping, no twelve-tab overwhelm. Just a clear picture of what matters, what you can do in-house, and what’s worth getting help with.
You don’t have to be the SEO expert. But you should know when to nod... and when to ask better questions.
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