Let’s be honest – three little letters (S-E-O) can feel like a huge, intimidating concept. But if you’re a small business owner, especially one who’s DIYing your marketing, SEO doesn’t have to be complicated. In fact, it’s more about being clear and intentional than getting lost in tech jargon. So take a breath, grab your favorite drink, and let’s demystify search engine optimization in a way that actually feels doable.

So… What Is SEO, Really?

Search Engine Optimization (SEO) is just a fancy way of saying: “Let’s make your content more findable on Google.” When someone types a question into a search bar, like “best dog groomer in Santa Monica” or “how to plan a backyard wedding”, Google crawls through the internet to show them the most relevant answers. Your goal is to be one of those relevant answers. The great news? You don’t need to be a tech wizard to make that happen. SEO is mostly about writing content that clearly describes what you do, who you help, and why someone should choose you.

SEO for Your Website: The Foundation of It All

Your website is your online home, and SEO is how people find the front door. It’s all about helping Google (and your dream customers) understand what your business is about. This starts with keywords, which are the words and phrases people type into search engines.

How To Find the Right Keywords

Keyword research is the starting point of effective SEO. But don’t worry, you don’t need to be glued to complicated data dashboards. Start with these simple tools:

• Google Search – Type in a basic word related to your business and check the “People Also Ask” and “Related Searches” sections. These are real things your audience is Googling.
• Ubersuggest – Free and beginner-friendly. Type in a keyword and get ideas, trends, and traffic data.
• SEMRush – Great for deeper insights (there’s a free version!) if you want to level up.
• Answer the Public – A visual tool that shows you questions people ask around your keyword. It’s like mind-reading for marketers.

How to Determine the Best Keywords for YOU

This part is less about the algorithm and more about alignment. Know Your Brand: What do you offer? What makes you different? What kind of work lights you up? And who are you here to help? Make a list of 5–10 core keyword themes—this could include your service (“branding photography”), specialty (“sustainable skincare”), target audience (“coaches,” “busy moms”), or location (“Los Angeles”). These are your foundational terms. Everything else will build from here. Understand Your Audience: Imagine your ideal client sitting across the table. What are they Googling at 10 p.m. when they’re stuck, frustrated, or dreaming big? They’re not typing industry jargon, they’re searching with everyday language like “how to book a family photographer” or “social media help for new businesses.” Write down their common questions and challenges. These keywords are not just great to use, but will be a foundation for your keyword research.

The Power of Seed and Long-Tail Keywords

Start with “seed keywords”, short, general phrases that describe your services, like “wedding planner” or “copywriter.” Then branch out to “long-tail keywords”, more specific phrases that include your niche, audience, or offer. For example, “eco-friendly wedding planner in Southern California” or “sales page copywriter for coaches.” These long-tail keywords may have lower search volume, but they attract more qualified leads, and that’s the name the goal!

Where to Use Keywords (Hint: It’s Not Just in Blog Posts)

Once you’ve identified your keywords, it’s time to put them to work. But don’t keyword-stuff your content, Google sees right through that. Instead, weave them in naturally, like a good conversation. Focus on placing your keywords in:

• URLs – Keep them clean and readable. For example: yourwebsite.com/family-photography-los-angeles
• Page Titles and Headings – This helps Google and humans understand what the page is about.
• Content – Use your keywords early in your paragraphs and throughout your text, but keep it conversational.
• Meta Descriptions – This is the snippet that shows up in Google search. Make it compelling and keyword-friendly.
• Image Alt Text – Describe your images using relevant keywords. This helps with accessibility and search visibility.

Content Is Still Queen

If SEO is the map, content is the fuel that drives people to your site. Creating content – especially blog content – is one of the most effective (and low-cost!) ways to increase visibility. Write blog posts that answer your audience’s most common questions, walk them through a process, or share behind-the-scenes of your work. Aim for 1,000 words or more, Google loves depth and clarity. For example, if you’re a holistic nutritionist, you might write posts like:

• “Top 5 Foods That Support Hormone Balance”
• “What to Eat During Your Luteal Phase”
• “Meal Prep Ideas for Busy Women”

Not only does this position you as an expert, but it also helps people find you when they’re searching for exactly what you offer.

Website Best Practices That Support SEO

Your website needs to work for both algorithms and actual humans. That means:

• Design and write for people. Use clear, inviting language. Speak to your dream client. Guide them naturally through the page.
• Break up your text. Nobody wants to read giant paragraphs. Use subheadings, images, and short sentences to keep it skimmable.
• Include visuals. Images, videos, and infographics keep people engaged, and longer visits help your SEO.
• Use a mobile-optimized layout. Most users are browsing from their phones. Make sure your site looks great and functions well on all screen sizes.
• Speed matters. A slow website will tank your rankings and lose visitors. Use tools like Google PageSpeed Insights to check and optimize your load time.

How We Can Support You

If you’re feeling a little overwhelmed by this process or just simply how to get started, there are a few ways we can support you!

• Join The Greenhouse – The Greenhouse is an affordable membership community and your new marketing hub. Here, you can get feedback on your keyword list, ask for content reviews, and get support as you do your research.
• Schedule A Consulting Session – If more 1:1 support if your style, schedule a consulting session with me! This call can support you in any way that you need most. Create a keyword list together? Done. Optimize your website or blog? Sure thing!
• Take It Completely Off Your Plate – Want to just hand it over? We offer a variety of SEO services and can manage it all for you.

You Can Totally Do This

SEO doesn’t have to be overwhelming. It’s simply about making your content clear, helpful, and discoverable. When you write like a real human, speak your audience’s language, and strategically place your keywords, Google takes notice. Remember: consistency beats complexity. One solid blog post a month, a few keyword updates to your site pages, and a little attention to your user experience can go a long way. So if you’ve been putting off SEO because it feels like too much, consider this your sign. You’ve got this and your future clients are already out there searching for exactly what you offer. Now go make yourself findable.