Search engine optimisation has a reputation for being mysterious. For most small businesses, it isn't. Getting the basics right puts you ahead of many competitors, and the basics haven't changed much: be clear about what you do, make it easy for search engines to understand, and genuinely help the people searching.

1. Know what your customers search for

Start with the words your customers actually use, not the words you use internally.

  • Write down the questions customers ask you before they buy
  • Type your main services into Google and look at the suggestions and the "People also ask" box
  • Check Google Search Console (free) to see which searches already bring people to your site
  • Think about location if you serve a local area: "web designer Kuala Lumpur" is a different search from "web designer"

Group these into topics. Each main topic deserves its own page.

2. One page per service

A single "Services" page listing everything can't rank well for any of them. Give each important service its own page that explains:

  • What it is and who it's for
  • How it works and what's included
  • Examples or results
  • Answers to common questions
  • A clear next step

3. Titles, descriptions and headings

These are the first things search engines and searchers see.

  • Page title: unique for every page, around 50 to 60 characters, with the main topic near the start. For example: "Brand Identity Design for Growing Businesses | Your Studio".
  • Meta description: a one or two sentence summary, around 150 characters, written to earn the click.
  • One H1 heading per page that says what the page is about.
  • Subheadings (H2, H3) that break the page into clear sections.

4. Technical basics

You don't need to be technical, but someone should check these:

  • The site loads fast, especially on mobile
  • It works well on phones
  • It uses HTTPS (the padlock)
  • An XML sitemap is submitted in Google Search Console
  • No important pages are accidentally blocked from search engines
  • Old URLs redirect to new ones after a redesign
  • Each page has one canonical address (no duplicates with and without "www")
  • Images have descriptive file names and alt text
  • Structured data describes your business, articles and FAQs

If customers find you by location, your Google Business Profile can matter as much as your website.

  • Claim and complete it fully: categories, services, hours, photos
  • Keep your name, address and phone number identical everywhere online
  • Ask happy customers for reviews, and reply to all of them
  • Post updates and photos regularly

6. Content that helps

Search engines aim to show the most helpful answer. Articles that genuinely answer your customers' questions, based on real experience, build visibility over time and give people a reason to trust you.

Good topics come straight from your inbox: the questions you answer every week, the mistakes you see customers make, how to choose between options, and what things cost and why.

Write for the person, not the algorithm. Be specific, share real examples, and link to your related pages and articles.

When other reputable websites link to you, search engines take it as a sign of trust. Earn them naturally:

  • Get listed in relevant directories and industry associations
  • Share useful content others want to reference
  • Partner with complementary businesses
  • Get featured in local press or podcasts

Avoid buying links. It's risky and rarely works.

8. Measure and improve

Check Google Search Console monthly:

  • Which searches show your site, and which get clicks
  • Pages with many impressions but few clicks (improve the title and description)
  • Pages that slipped in position (update and improve the content)
  • Any errors Google reports

SEO is a long game. Most changes take weeks or months to show, so keep going.

Your weekend checklist

  1. Set up Google Search Console and submit your sitemap
  2. Rewrite the title and description of your five most important pages
  3. Make sure each main service has its own page
  4. Complete your Google Business Profile
  5. Ask five happy customers for a review
  6. Write one article answering the question you're asked most often

If you'd like help, book a free 30-minute call. We'll check your site's search basics with you.

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