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Not every small business has the time or money to invest heavily in paid search marketing – but there are some simple strategies you can try to boost your online presence.
Jordan Lomax is the director of The Social Lab and an expert on the changing landscape of search engine marketing in our increasingly AI-centred world.
We asked Jordan how she would spend her time and effort if she was running a small business who wanted to be found by their target audience online. Here’s what she shared.
Get the basics right
Jordan said that while people assume they need to create a huge amount of content to improve their search visibility, if she only had a few hours to spend on this each month, she would focus on the basics.
“There are a lot of businesses chasing the latest SEO tactic, hack or trend before they've mastered the basics. We run SEO workshops regularly and people are often surprised by how much of SEO is still about getting the fundamentals right.”
“It's not particularly exciting and there's no magic trick involved, but in my experience, doing the fundamentals consistently well will put you ahead of the majority of businesses trying to improve their search visibility.
Start with your Google Business Profile
Jordan says that a Google Business Profile is one of the most underutilised marketing tools available, especially for those running a local business.
“Make sure all your information is complete and up to date, including your opening hours, contact details, services and photos.”
“You could also put some effort into generating more reviews. Whether that's sending a follow up email to customers or simply asking happy customers in person, reviews play a huge role in helping local businesses get found.”
Answer real questions
According to Jordan, it’s common for business owners to focus on what they want to say online, rather than what their customers want to know.
“You know your industry inside out, which is great when it comes to delivering your service, but using industry terminology, technical language or internal jargon can mean very little to someone searching online.”
“Most businesses get asked the same questions over and over again, yet very few actually turn those questions into content. As search behaviour becomes more question driven, this becomes even more important.”
“If customers are asking you something, chances are other people are searching for it too. Rather than trying to guess what keywords to target, think about the questions you hear every week and create content around them. That could be a blog article, an FAQ page or even an update to an existing service page.”
Jordan gave an example of one of her clients who provides end of life products for pets.
“There wasn't a huge amount of search volume around the products themselves, so instead of focusing purely on product related keywords, we started creating content around the questions pet owners were asking. Things like how to help children say goodbye to a family pet, or how to create a meaningful farewell ceremony. Those pieces of content have helped the business become more visible across both traditional search and AI-powered search tools because they're addressing genuine customer needs."
Revisit your own website
Jordan sees many business websites which talk extensively about the business itself but are not clear on exactly what they do, who they help or why someone should choose them.
“If someone is searching for a specific solution, your website needs to make it obvious that you're the right fit. For example, if you're a massage therapist who specialises in sports injuries, that should be clearly stated throughout your website. If you're a mortgage broker who focuses on first home buyers, make sure that's easy to identify.”
Jordan has noticed that many businesses don’t take advantage of the simplest components of their website which can make the biggest difference to being found online.
“The businesses that consistently perform well online tend to do the simple things really well. Clear page titles, accurate business information, up to date content, strong service pages, customer reviews and a regularly updated website that clearly explains what you do will often have a far greater impact than whatever new trend people are talking about online this month.”
Find out more
- Discover five search engine marketing tips you need to know in an era of AI
- Learn more about creating a business website
- Read our tips to help manage positive and negative reviews about your business
- Explore our upcoming sales and marketing workshops
About Jordan Lomax
Jordan Lomax is the founder of The Social Lab, with extensive experience working with global corporations, small teams and startups, helping them make sense of digital marketing to get real results for their business.
Learn more at The Social Lab or connect with Jordan on LinkedIn.
