As the owner of Best Fit Digital, I regularly speak with passionate business owners who understand the importance of search engine optimization but don't yet have the budget to outsource to a professional agency. If that describes your situation, you're not alone - and you're not without options.
While comprehensive SEO typically requires expertise and dedicated resources, there are several high-impact strategies you can implement in-house with minimal technical knowledge. In this post, I'll share three practical SEO approaches that can meaningfully improve your visibility without breaking the bank.
1. Fully Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is arguably the most powerful free marketing tool available to local businesses - yet it's consistently underutilized. A fully optimized profile significantly improves your visibility in local searches and Google Maps.
Action steps:
- Complete every section of your profile with detailed, accurate information
- Select the most appropriate primary category and relevant secondary categories
- Upload at least 10 high-quality photos (interior, exterior, team, products/services)
- Create detailed descriptions for each of your core services
- Post updates, offers, or news weekly (treat it like another social media platform)
- Respond to all customer reviews within 24 hours
- Add your products or services with descriptions and pricing when applicable
A small investment of time here can dramatically increase your local visibility. According to BrightLocal's Local Consumer Review Survey, 93% of consumers used the internet to find a local business in the last year, with 34% searching every day.
2. Develop a Strategic Content Plan
You don't need to publish content daily to see SEO benefits, but you do need consistency and strategy. Focus on creating in-depth content that genuinely answers the questions your potential customers are asking.
Action steps:
- Identify 5-10 specific questions your customers frequently ask
- Create dedicated pages or blog posts for each question (aim for 500+ words)
- Naturally incorporate your location and service keywords in titles and content
- Use free keyword research tools like AnswerThePublic or Google's "People also ask" sections
- Commit to publishing at least twice monthly, focusing on quality over quantity
- Include relevant images with descriptive alt text
- Link between related content on your site
When creating content, focus on demonstrating your expertise and answering questions thoroughly. Longer, more comprehensive content typically performs better in search results than brief, superficial posts.
3. Fix Technical SEO Fundamentals
While advanced technical SEO might require expertise, several fundamental elements can be addressed without specialized knowledge.
Action steps:
- Install Google Search Console (free) to identify crawl errors and indexing issues
- Use PageSpeed Insights to check your site's loading speed (aim for under 3 seconds)
- Create unique, descriptive meta titles for each page that include your location and service
- Ensure your site works flawlessly on mobile devices (use Google's Mobile-Friendly Test)
- Create a simple sitemap.xml file (most website platforms have plugins for this)
- Check for and fix broken links using free tools like Broken Link Checker
- Ensure your URL structure is logical and includes relevant keywords
Many of these technical aspects can be addressed through plugins if you're using platforms like WordPress, Wix, or Squarespace. Small improvements in these areas can lead to better user experience and higher search rankings.
Measuring Your Success
To determine if your efforts are paying off, track these basic metrics:
- Google Business Profile insights (views, actions, direction requests)
- Google Search Console data (impressions, clicks, average position)
- Website traffic from organic search
- Local search rankings for your primary keywords
- Contact form submissions or phone calls from organic search visitors
When to Consider Professional Help
While these DIY strategies can make a meaningful difference, there comes a point where professional assistance may be warranted. Consider seeking expert help when:
- You've implemented these basics but aren't seeing progress after 3-6 months
- Your competitors are outranking you for valuable keywords
- You're expanding to new locations or service areas
- You're in a particularly competitive industry or market
- You simply don't have the time to manage these activities consistently
At Best Fit Digital, we're always happy to provide guidance, even if you're not ready for our full services. Feel free to reach out with specific questions about implementing these strategies for your business.
Remember, effective SEO is a marathon, not a sprint. Consistent application of these fundamentals will yield better results over time than sporadic, unfocused efforts.
What SEO challenges is your small business currently facing? Share in the comments below!
