What Is SEO, Anyway? - A Simple Guide to Setting Up the Foundation

If you’ve ever felt confused by SEO or unsure where to even start, you’re not alone. Many small business owners hear the word “SEO” tossed around like it’s something only marketing experts need to know.

But the truth is, SEO is something that can help your business show up when people are already looking for what you offer.

And it’s not about tricks or jargon. At its core, SEO is just about being clear and helpful — something heart-led businesses are already good at.

So, what is SEO?

SEO stands for Search Engine Optimisation.

That simply means improving your website so it shows up when people search for things on Google (or other search engines). It’s about helping the right people find you online — through clear content, useful pages, and a few behind-the-scenes details that make it easier for search engines to understand what you do.

When someone types into Google something like:

“Massage therapist Murwillumbah”

“Pressed edible flowers for cakes”

“Affordable branding coach near me”

Google has to decide which websites to show first. SEO helps your website be one of those.

Why is SEO important?

If you run a small business, you likely rely on people discovering you, whether that’s through word of mouth, social media or search. SEO helps you show up in search results without having to pay for ads.

It’s especially important for businesses that are:

• Local

• Niche or product-based

• Running on a tight budget

• Focused on long-term, steady growth

SEO is especially valuable for small, product-based businesses like boutique shops, where online visibility can directly drive foot traffic and local sales.

How does SEO work?

Think of Google as a giant library. SEO is how you label your books so they show up in the right section.

Here are the basic parts:

1. Keywords

These are the words or phrases people type into Google. For example:

• “handmade soy candles”

• “relaxation massage near Tweed Heads”

• “how to store edible flowers”

When you use these words naturally on your website, Google knows what your page is about.

2. Page Titles and Headings

Each page of your site should have a clear title (like “Lomi Lomi Massage in Murwillumbah”) and headings that explain what’s on the page. These help both people and search engines quickly understand your content.

3. Useful Content

Google wants to show pages that are genuinely helpful. That means writing clearly, answering common questions, and offering value. Blog posts, FAQs, and service descriptions all help.

4. Location

If your business is local, make sure your location is mentioned on your website (for example, in your About page or footer). This helps you show up in “near me” searches.

5. Images and Alt Text

Rename your photos with clear, descriptive names (like “herbal-bath-salts.jpg” instead of “IMG_3021”). Add alt text to each image — this is a short description that helps visually impaired users and tells search engines what the image shows.

6. Links

Link between related pages on your site (for example, from your homepage to your blog post or product page). This helps Google understand how your site is structured.

So, where do I start?

Start small. Choose one page, like your homepage or most visited service.

Check if it:

• Clearly says what you offer and where you’re based

• Uses simple headings and clear language

• Mentions keywords someone might search

• Includes a helpful image with alt text

• Links to one other page (like your contact or blog)

SEO doesn’t have to be perfect. It just has to be clear and consistent. Over time, these small improvements help your site show up more often for the right people.

Need help?

I offer simple, supportive website reviews and edits for women in small business. Whether you want a content refresh, help reading your analytics, or someone to just do it for you, I’ve got you.

Reach out at hello@lizziebuscaino.com.au or join a Sol Tribe session to learn in person, alongside others who are on the same path.

LIZZIE BUSCAINO

Creative Business Support & Digital Content Specialist