Have you ever been on the internet? And if so, have you ever used a search engine? Since you're reading this right now I'm going to say the answer to both questions is yes - so most likely you’ve also come across Search Engine Optimisation, or SEO for short. But then the next question is: “What actually is it?”

Well, to put it in non-online terms, not having SEO would be like opening a new coffee shop in town where you’ve got a nice and cosy atmosphere with the perfect brew and some yummy brownies, but you’re hidden down some alleyway with no signs to direct people there, or even to let them know you exist. How are they supposed to find you?

SEO is essentially how to make sure your website ranks highly on a search engine results page (SERP), like on Google or Bing (if people still use that). It’s what determines the sites you’d find if you typed in ‘off shoulder wedding dresses’ or ‘bracelets with little hearts on them’... or whatever it is you’re searching for. 

The ABCs of SEO - it’s as easy as pie! Let’s break it down into bite-sized slices:

A is for Audience

Before you do anything, you need to know your audience. Who are they? What are they searching for? Understanding your target market helps you choose the right keywords (more on those in a minute).

Again, imagine you own that coffee shop. Are your customers health-conscious folks searching ‘gluten-free muffins’, or perhaps students in need of ‘early morning coffee’? Figure out who they are with tools like Google Analytics - and find out more on marketing and how to make it personal with our blog post here!

B is for... Keywords

For SEO, keywords are basically the words and phrases people type into search engines, so you want to make sure your website includes these. But beware! Don’t just stuff keywords everywhere like a turkey at Christmas, Google’s smarter than that now - it’s all about using keywords naturally in your content. A handy tool to find out what keywords your audience is using is Google’s Keyword Planner - check it out, and similar tools for other search engines if need be, to make sure you're on the right track.

C is for Content

Content is King - Bill Gates wrote an essay titled that for a reason, waay back in 1996. The more valuable, relevant, and engaging your content is, the more Google will love you. Whether it’s blog posts, product descriptions, or ‘About Us’ pages, make sure your content is useful and actually answers your audience's questions. Oh, and don't forget to update your content regularly - you need to keep it relevant!

Ready to get a bit more technical? Alright then, roll up your sleeves…

But don’t worry, it’s not rocket science!

Keep it mobile friendly - did you know that more than half of all web traffic is from mobile devices? Make sure your site looks good and works well on phones and tablets, as otherwise you’ll be missing out on a whole load of potential customers.

Site speed - ever visited a slow website? Annoying, right? People won't hang around waiting these days, so use tools like Google’s PageSpeed Insights to check and ramp up your speed.

Meta tags - these are like the labels on your website’s content. They help search engines understand what each page is all about, so make sure your title tags and meta descriptions are clear, relevant, and include those keywords of yours.


Local SEO: Your new BFF

If you’re a small business, local SEO is key. It’s all about making sure your business shows up in local searches - like if people (like me) are searching for say, “best pizza near me”, or “hairdresser in Uckfield”... Here’s how to ace it:

Google Business Profile - formerly known as Google My Business, this allows you to influence how your business appears on Google Search, Google Maps, and Google Shopping. It’s definitely useful to set up, to make sure you'll appear on local search results.

Local keywords - include your town/city etc in your keywords. For example, “best cakes in Uckfield” is better than just “best cakes”, so people around you, say for this example, in the Tiny Box offices, will find your business.

Reviews - encourage satisfied customers to leave reviews on your Google profile. These are like gold stars for your business, boosting your credibility and visibility! Reviews also form part of user-generated content - find out more on this in our 'Lights, camera, action!' blog here!


Don’t forget the links!

Backlinks are links on other websites that go back to your pages - so the more of these links out there online, the more trustworthy search engines think you are. Plus, internal links (where you link to your pages on your own site) will help visitors and search engines navigate your site better - so get these in where you can!

But when linking back to your own site, remember to use full descriptive keywords. For example, I'm writing a blog post right now on Tiny Box Company and I want to link to our Gift Bags with Rope Handles page, and here I’m linking to Postal Boxes with Coloured Lining page - it's as simple as that.


In conclusion

Now you’ve got your head around some of the basics around SEO, you can get to work on optimising your website - but remember it isn’t a set-it-and-forget-it deal!

You’ll want to monitor your progress to see what’s working and what’s not, and tools like Google Analytics and Search Console can help you here. It might sound intimidating at first, but think of it as a long-term investment in your business. With a little time and effort, you’ll start to see your site climb the ranks, bringing in more visitors, and ultimately more customers.

So, grab a cup of your favourite brew, start tinkering with your website, and watch your online presence grow. Remember, every big website started small - you’ve got this!

For more marketing tips, check out the Tiny Box Clinic, a space for small business owners to connect, learn, and comment. For more on how to apply our marketing tips and ‘jargon bust’ us, look out for more blogs on Tiny Box Company.