6 Expert Tips to Improve Your Small Business SEO

We’ve worked with dozens of small businesses over the years. And if there’s one thing we’ve learned, it’s this:

You don’t need a massive team or a Fortune 500 budget to win in search.

But you do need to be smart about where you focus your SEO efforts.

Unlike some publications that claim “SEO is free” or “SEO for small businesses is the most cost-effective channel,” we’ll be honest with you. It’s not.

You’ll need to spend money on tools, content creation, and technical fixes; among other things. 

But when done right? The payoff compounds.

This guide breaks down the key tactics we’ve implemented to help small businesses improve their SEO performance and get that early traction. 

Let’s get into it.

Confused whether SEO (search engine optimization) is worth it for your business? Read our comprehensive guide on the importance of SEO.

1. Target Keywords You Can Actually Rank For

Don’t make the same SEO mistakes 99% of small businesses make. The biggest one is targeting a random list of keywords (words or queries people type into search engines) they can’t realistically rank for. 

Most build that list by guessing or copying broad terms used by big competitors.

We’ve worked with local law firms trying to rank for “personal injury lawyer,” wellness brands chasing “best vitamin supplements,” and early-stage SaaS startups targeting “project management software.”

They all had one thing in common: those keywords were way too competitive for their current domain strength.

Instead, here’s what we recommend:

Use the Inverted Funnel Approach

As a small business, it’s not feasible to waste time creating content for people who aren’t very likely to convert.

At this stage, you need conversions.

That’s why we flip the traditional content funnel.

Source

Instead of starting broad and hoping readers convert someday, we start SEO for small businesses at the bottom—where intent is highest and conversions are most likely.

Start with Bottom-of-Funnel (BOFU)

These are high-intent keywords. Meaning people searching these are ready to act.

Example keywords:

• buy email marketing software
• Mailchimp review 
• buy email tool for small businesses
• free email deliverability tester

Content assets you can create:

• Product pages focused on specific use cases (e.g., “Email Platform for Coaches”)
• Case studies showing measurable results
• Free interactive tools or pricing calculators

Then Move to Middle-of-Funnel (MOFU) Content

Once you’ve built out your BOFU assets, shift your focus to people in research mode. These users are comparing tools, reading reviews, and narrowing down their options.

Example keywords:

• Best email marketing software for small business
• Mailchimp vs Kit
• Affordable email platforms for solopreneurs

Content assets you can create:

• Comparison pages (your tool vs others)
• “Best of” listicles tailored to niche needs
• FAQ pages handling objections or decision blockers

Only Then, Create Top-of-Funnel (TOFU) Content

These users are early in their journey. They might not be ready to make a purchase right now.

Example keywords:

• What is email marketing?
• How to grow a newsletter
• Tips to increase email open rates

Content assets you can create:

• Educational blog posts
• Downloadable guides
• Templates

Target Opportunity Keywords

We’ve seen startups try to rank for broad terms like “email marketing” or “CRM software.” 

But unless you have the domain authority of HubSpot or Mailchimp, you’ll end up on page six—if you’re lucky.

That’s why we prioritize opportunity keywords—terms that have:

• Decent search volume
• Low competition
• High-purchase intent

We start with Semrush’s Keyword Magic Tool and apply filters that surface quick wins.

Recommended filters to find the right keywords:

• Keyword Difficulty (KD%): Set to Easy or Very Easy
• Search Volume: Set minimum volume to 100
• Intent: Set to Commercial

Don’t stop there. Manually vet each keyword to evaluate fit.

Here’s what we typically look for:

• Don’t chase volume for the sake of volume: A keyword with 1,000 searches might look tempting, but if it doesn’t tie into your product, it won’t convert. A term with just 100 searches can drive better results if the intent is aligned. 
• Make sure the keyword actually fits your business: We’ve seen startups rank for high-traffic terms that bring zero leads. If the keyword doesn’t map to what you sell or solve, it won’t help. 
• Check for buyer signals: Keywords that include words like “best,” “vs,” “top,” “alternative,” or “pricing” often reflect strong intent. These are perfect for bottom- or mid-funnel content that actually drives signups or sales.
• Consider how feasible the content is: Can you write something useful? Share a customer story? Add a real-world angle? If yes, that keyword is worth pursuing.

Target Zero-Volume Keywords

This might sound counterintuitive, but some of the best-performing pages we’ve created started with keywords that technically had zero search volume.

Why? 

Because keyword tools (even Google Analytics) don’t catch everything, especially long-tail or ultra-specific phrases your audience is actually typing into search. These tools rely on historical data and trend volume, which means low-frequency but high-intent queries often slip through.

We’ve seen users search for things like:

• “email software with PDF invoice feature”

• “tool to send onboarding emails for yoga studios”

• “newsletter platform that integrates with Calendly”

There’s not enough data for these to register in keyword research tools. But they show up in real conversations. And can drive traffic to your site.

Here’s how we find them:

• Talk to your sales and support teams: Dig through support chat logs, email inquiries, and sales call notes. Look for repeat questions or oddly specific requests. If multiple people are asking it, that’s a signal.
• Browse forums like Reddit, Slack groups, and Quora: See what people are asking on these platforms. Look for recurring pain points, use-case questions, or “does anyone know a tool that…” posts. These are real-world prompts your audience is already using.

The best part? 

When it comes to SEO for small businesses, zero-volume keywords usually mean zero competition. That gives you a much better chance of ranking quickly, especially if you’re working with a new domain or limited budget.

2. Create High-Quality Content That Actually Ranks (and Converts)

Most small businesses think they need to publish five blog posts a week to win at small business SEO.

You don’t.

We’ve seen a single well-researched, genuinely helpful article outperform 20 shallow ones time and time again.

If you’re a small team with limited bandwidth, focus on quality over quantity. The goal isn’t to flood your blog. It’s to create content that solves real problems and gets noticed.

So how do you create a small business SEO content strategy that actually performs?

Vadzim Zubelik, Head of SEO at Ninja Promo, puts it this way:

“Content assets based on original research, industry-specific surveys, interactive calculators, practical checklists, and infographics tend to perform well. The key principle: your content should provide value not only to the user—but also to editors and publishers who might want to cite or link to it.”

In short, aim for content that’s both useful and shareable.

Here’s how we create high-quality content for our clients:

Talk to Subject Matter Experts (SMEs)

Subject-matter experts are people who’ve actually done the work. Product leads, sales reps, customer success managers, engineers—folks who’ve run experiments, dealt with frustrated users, launched experiments that flopped, and solved real problems.

We treat SMEs like our content compass.

They help us go beyond surface-level tips. When we want content that actually connects with readers, we start with them.

If we’re writing about onboarding email sequences, we don’t Google advice. 

We talk to a product marketer who’s tested 10 different versions. That one conversation gives us sharper insights, real context, and examples you won’t find in generic blog posts.

For this piece, I interviewed our Head of SEO to get a clear picture of what’s actually working for small businesses right now. I shared a short Google Form, and he filled it with practical, experience-backed insights.

I built the entire piece around his inputs. 

Over time, we’ve built a simple system to gather SME insights at scale:

• Start with internal experts: These are the people within your company who’ve experienced the problem up close—product leads, sales reps, support managers. Tap into their insights first.
• Tap into external voices: If you don’t have strong internal sources, reach out to external experts on LinkedIn/X, niche communities, or partner companies.
• Work with a content partner who’s already an expert: Some writers bring more than writing. They bring firsthand knowledge of your industry. If you can find someone who’s lived the topic, that’s worth its weight in gold.

You can also bring a content advisor on board—someone with deep industry experience who can review drafts, offer input, or be available for interviews as needed.

Iryna Viter, Head of Content at Runn, recommends this approach:

“One effective way for businesses to engage with an SME is by bringing a content advisor on board—someone with hands-on experience in the field you’re writing about—who can be available for interviews as needed. This approach is particularly valuable in industries where writers may not have the credibility or insider knowledge to be seen as true experts. Tapping into an SME’s insights not only lends authenticity but also helps avoid ‘talking the talk without walking the walk.”

All of this satisfies Google’s EEAT. It’s one of the best ways to bridge the gap between expert knowledge and content execution especially if your in-house team lacks that firsthand experience.

Perform Original Research

When you publish insights no one else has, you instantly stand out. That’s what separates your content from “just another SEO blog” to one that earns links, shares, and trust.

We’ve seen this play out over and over at Ninja Promo.

A short survey turned into a report that got picked up by industry newsletters. A comparison chart pulled from CRM data helped a client’s blog outrank older, higher-authority competitors. 

Even a mini experiment we ran on cold email CTAs got cited by ChatGPT (learn how we use AI for SEO).

You don’t need a research team or a six-figure budget to do this.

Here’s how we approach original research on a small business budget:

• Survey your audience: Use Google Forms or Typeform to ask 5–10 smart, niche-specific questions. Even 50–100 responses are enough to back up claims and spot trends. You can use the results in blog posts, infographics, or even as gated lead magnets.
• Mine your own data: Your CRM, product usage logs, support tickets—all of it holds untapped insights. Share anonymized stats, usage trends, or behavior patterns. It builds authority because it’s rooted in real experience.
• Run quick experiments: Don’t just give advice—test it. A/B two subject lines. Try different email timings. Document the results and turn them into lessons. These mini case studies make your content concrete and credible.
• Compile public data: Pull reviews from G2, ratings from Google, or answers from Reddit. Organize the findings into a visual format (rankings, comparisons, timelines) and you’ve created a resource others will want to reference.

Even a small, scrappy dataset (when paired with sharp writing) can beat a 2,000-word post full of fluff. Because readers don’t want more of the same.

They want something real. Original research delivers exactly that.

Co-Create Original Content with Partner Experts

One of the fastest ways to create higher-value content (without doubling your effort) is to partner with other companies in your ecosystem.

You already share the same audience. Why not share the workload too?

At Ninja Promo, we’ve helped small businesses collaborate with tech partners, service providers, and even friendly competitors to produce:

• Joint webinars
• Multi-expert blog posts
• Co-branded ebooks
• Interview roundups
• Data-backed industry reports

This approach works for two reasons:

1. You get built-in distribution. When your partner shares the piece with their network, you instantly reach more people without spending more on promotion.
2. You raise content quality. Each contributor brings their own experience, data, or perspective. That makes the piece more useful, trustworthy, and hard to replicate.

Most importantly, it’s cost-effective. 

Here’s how we do it:

• Divide the piece into clear sections: Start by outlining the major topics you want to cover. For example, if you’re creating an ebook on “Email Marketing Strategies by Industry,” split it into sections like deliverability, automation, compliance, and personalization. This lets each partner focus on what they know best.

• Assign one company per section: Give each partner ownership of a specific chapter or angle.

• Agree on joint promotion upfront: Set expectations early. Who’s publishing it? Will all contributors share it on LinkedIn or email it to their lists? Can you swap backlinks or co-host a webinar to promote it? Align now so nobody’s scrambling later.

Create Interactive Tools

Not every SEO win needs a 2,000-word blog post.

Sometimes, the smartest move is to build something useful—something that solves a specific task your audience faces regularly. 

Think calculators, templates, checklists, or diagnostic tools.

Examples:

• If you sell email software, create a Subject Line Tester or Email Deliverability Checker.
• If you run a fitness studio, build a Body Fat Estimator or Meal Plan Generator.
• If you sell small business SEO services, build a Meta Description Length Checker or Title Tag Preview Tool.

Here’s a real-world example: an Instagram Engagement Rate Calculator that helps marketers evaluate how engaged an influencer’s audience really is on Instagram.

It ranks on the first page of Google:

3. Optimize On-Page SEO Elements

On-page SEO is the practice of optimizing individual web pages (both the content and the HTML structure) so search engines can better understand your content and rank it accordingly.

It’s how Google’s search engine algorithm knows what your page is about. And it’s how you make sure the right people actually find it.

If you skip this, even the best-written content might never show up in search results.

Here are the key elements we focus on:

Title Tags

This is the blue headline users see on search engine results pages (SERPs). It tells both readers and Google what the page is about.

Example:

✅ Best CRM for Freelancers | Free Trial Included

❌ Homepage

Best practices:

• Write a clear, keyword-rich for every page on your site
• Keep it under 60 characters so it doesn’t get cut off in search results
• Think of it like a headline—make it accurate, but also catchy enough to earn the click

Pro-tip: Use Mangools SERP Simulator to preview how your title tag will look in Google search results in real-time.

Meta Descriptions

This is the short snippet of text that appears below your title tag in search results. Meta descriptions don’t directly impact search engine rankings, but they strongly influence click-through rates.

Example:

✅ Get the best email tool for solopreneurs. Create, send, and track your campaigns with ease—no tech skills needed.

❌ This is our homepage for email tools and software.

Best practices: 

• Write a short, compelling summary (around 150–160 characters) that clearly explains what the page is about
• Include your target keyword naturally.
• Include power words to encourage readers to click-through.

Pro-tip: Use Mangools SERP Simulator to preview how your meta description will look in Google search results in real-time.

H1 Tag

The H1 tag is your page’s main headline. It’s usually the first thing users see once they land on your site, and should clearly reflect the page’s topic.

Example:

✅ The Best CRM Software for Real Estate Agents in 2025

❌ Welcome

Best practices:

• Use one clear, descriptive H1 per page
• Include your target keyword (ideally near the beginning)
• Make it compelling—this is your first chance to engage the reader

URL Slugs

A URL slug is the part of a page’s web address that comes after the domain. Like https://mailtrap.io/**blog/email-marketing/** 

It should be simple, relevant, and readable.

Example:

✅ yourdomain.com/email-marketing-tools

❌ yourdomain.com/page-id=1234

Best practices:

• Keep it short, relevant, and keyword-rich.
• Avoid numbers, special characters, or filler words (like “the” or “and”).
• Use hyphens to separate words, not underscores.

Internal Links

Internal links are links from one page on your site to another. They help guide users to related content and pass ranking power between pages.

Here’s an example from one of our blog posts:

However, internal links should serve a real purpose. Linking just for SEO (without adding value) does more harm than good.

At Ninja Promo, we follow a principle called semantic bridging. That means we only link when it logically extends the user journey.

Vadzim Zubelik, Head of SEO at Ninja Promo, explains how it works:

“We analyze how the current content can logically extend the user journey — identifying which pages can deepen topic exploration, drive conversions, or improve retention. Our approach is also data-driven: we analyze top-performing pages and the anchor texts Google already associates with our topic.”

Best Practices:

• Link to relevant pages that add value for the reader.
• Use clear, descriptive anchor text (e.g., “local SEO tips” instead of “click here”).
• Don’t overload a page with too many links—be strategic.
• Prioritize linking to key pages you want to rank higher (like service pages or top-performing blogs).
• Make sure all internal links work—broken links hurt UX and SEO.

Keyword Placement

Keyword placement means adding your main search term (and related ones) in the right spots on your page so search engines can understand what your content is about.

Best practices:

• Use your main keyword in the title tag, H1, and first 100 words of your content.
• Sprinkle related terms (LSI keywords) throughout the page—naturally.
• Add it to image alt text and meta description if it fits smoothly.
• Avoid keyword stuffing. Write for people first, search engines second.
• Use keywords in a way that feels helpful, not forced.

Alt Text

Alt text (short for “alternative text”) is a written description of an image. It’s used by screen readers for accessibility and helps search engines understand what the image shows.

Best Practices:

• Clearly describe what’s in the image in a few words.
• Include a relevant keyword if it makes sense, but don’t force it.
• Be specific—“Golden Retriever puppy playing in a park” is better than “dog.”
• Don’t repeat the same alt text across multiple images.
• Leave out phrases like “image of” or “picture of”—search engines already know it’s an image.

Before optimizing new pages, go back and fix your existing content first. 

Run a full site audit using a tool like Semrush’s Site Audit. It’ll quickly surface issues like broken links, missing meta tags, slow-loading pages, and other technical problems that quietly hurt your SEO rankings.

4. Improve Your Site’s Technical Performance

Technical SEO is all about making your website easier for search engines to crawl, understand, and index. It also improves the overall user experience (UX).

Even small technical issues, if left unchecked, can prevent your content from ranking in the first page of search engine results or being found in the first place.

Here are core technical SEO principles:

Make Sure Your Site is Indexable

You can do everything right—build a fast site, publish great content, optimize every headline.

But if Google can’t index your pages? None of it matters.

This step is often missed by small business owners. Especially when launching a new site or working with a developer. And it’s one of the biggest reasons SEO for a small business website fails.

Here’s what we check (and fix) for every client:

• Start with the basics: We’ve seen brand-new sites go live with noindex tags still in place. In some cases, an overlooked CMS setting prevents the entire site from being crawled. This often happens when the site was originally set up as a staging environment. Always confirm that your pages are allowed to be indexed before pushing live.
• Check your robots.txt file: This file tells search engines what they’re allowed to crawl. If it contains Disallow: /, your entire site is being blocked. That’s one of the most common (and easily missed) issues we come across during technical audits.

• Submit your sitemap: A sitemap gives Google a clear roadmap of the pages you want indexed. Tools like Yoast, Rank Math, or Screaming Frog can generate one in seconds. Once it’s ready, go to Google Search Console and submit it under the “Sitemaps” section.
• Use the URL Inspection Tool: Run a few of your key URLs through a search engine’s inspection tool. This lets you check whether the page is indexed, identify any issues, and confirm that it’s eligible to appear in search. If a page isn’t indexed, address the issue before moving on.

If your site isn’t indexable, no amount of small business SEO tactics will fix the problem. So before you focus your efforts anywhere, make sure Google can actually access your site.

Use HTTPS

HTTPS encrypts the connection between your website and your visitors. It protects user data, builds trust, and serves as a confirmed ranking signal for Google.

If your site is still using HTTP, browsers like Chrome may display warnings such as “Your connection to this site is not secure.” This can damage your credibility, reduce conversions, and negatively affect your search performance.

To check if your site uses HTTPS, visit any page and hover over the URL in your browser. Click the icon on the left side of the address bar, it will show whether your connection is secure.

On our site, it displays “Connection is secure”, which confirms that HTTPS is enabled. This means all data exchanged between your browser and our site is encrypted and protected. It also signals to search engines and users that your website is trustworthy.

Optimize for Core Web Vitals

Core Web Vitals are a set of user experience metrics Google uses to evaluate how fast, stable, and responsive your website is. 

They focus on three key areas: loading speed, responsiveness, and visual stability. 

They’re part of Google’s ranking algorithm, and failing to meet these benchmarks can affect both your search engine visibility and user experience. 

The three key metrics are:

• Largest Contentful Paint (LCP): Measures how quickly the largest visible element (like a hero image or headline) loads. 
• Interaction to Next Paint (INP): Measures how responsive your site is to user interactions, like clicks or taps. 
• Cumulative Layout Shift (CLS): Measures how much the layout moves while loading. This affects readability and usability. 

Vadzim Zubelik, Head of SEO at Ninja Promo recommends how SMBs can improve their Core Web Vitals:

“When working with a limited budget, we recommend starting by focusing on three key areas that can deliver quick wins without significant investment: 

1)Remove unnecessary scripts and render-blocking CSS—especially third-party widgets that don’t drive conversions 

2) Use lazy loading and WebP format for images 

3) Switch to a fast hosting provider with HTTP/3 support and enable caching (at minimum, use Cloudflare) 

This is a minimal stack that delivers a real boost to LCP and CLS without needing full-time developers.”

But first, run a Core Web Vitals report using PageSpeed Insights.

You can also run it on Google Search Console. 

Make Sure Your Site is Mobile-Friendly

Google now uses mobile-first indexing, which means it primarily looks at the mobile version of your site when deciding for crawling and indexing. If your mobile experience is slow, broken, or incomplete, it will directly affect your performance in search results.

To see how your site looks on mobile, you can use Chrome’s built-in tools. 

Right-click anywhere on your page and select “Inspect.”

Then click the device icon in the top-left corner of the panel to toggle mobile view. This lets you preview how your site appears on different screen sizes and devices.

You can also use Semrush’s Site Audit tool to automatically detect mobile usability issues.

5. Build High-Quality Backlinks

Backlinks are links from one site that point to another. Search engines like Google use backlinks to evaluate your site’s authority.

When another reputable site links to yours, it tells search engines your content is worth trusting. And when doing SEO for a small business website, those early “votes of confidence” are important. 

They help close the authority gap between you and more established competitors.

Vadzim Zubelik, Head of SEO at Ninja Promo, shares our link building strategy:

“Our small business SEO strategy focuses on building a natural backlink profile through high-quality content and native mentions. We emphasize guest posting in niche media, collaborative publications with partners, and expert interviews that naturally generate link opportunities. We pay special attention to creating content that can be organically cited—checklists, guides, research, and case studies. Additionally, considering that small business clients often target a local audience, we actively work with local resources (business directories, local blogs, and news platforms) which helps quickly build trust and earn relevant backlinks.”

Here’s how we help clients build backlinks that actually move the needle:

• Publish content people want to cite: Create content based on original data, survey results, or real-world use cases. If you share insights others can’t find elsewhere, they’ll naturally reference and link to it in their own content.
• Contribute to relevant publications: Write high-quality guest posts for respected blogs in your niche. In return, you’ll typically earn a backlink and exposure to a new audience without resorting to cold outreach or link schemes.
• Build real relationships in your space: Engage in niche communities. Comment on industry blogs. Be active on LinkedIn. Most high-quality links come from genuine conversations, not one-time pitches.
• Track unlinked brand mentions: If someone mentions your brand without linking to your site, reach out with a polite follow-up. Many editors and writers are happy to add a link.
• Study your competitors’ backlinks: Find the sites linking to your competitors but not to you. These are often low-hanging opportunities. If your content offers equal or better value, there’s a strong chance they’ll link to you too.

6. Invest in Local SEO

If you’re a small business that serves customers in a specific geographic area—think law firms, cafes, dental clinics, home services, then Local SEO isn’t optional. 

Local SEO is the process of optimizing your online presence so you show up when people nearby search for businesses like yours.

We’re talking about searches like:

• “best yoga studio near me”
• “plumber in Bandra”
• “coffee shop open now”

These are high-intent, local searches—and they often lead to website visits, calls, and walk-ins. 

But here’s the catch:

If your business doesn’t show up in the Map pack (those top 3 local listings), you’re missing out on the majority of that web traffic.

Local SEO helps you:

• Appear in Google’s local results
• Show up on Google Maps
• Attract nearby customers when they’re ready to buy

Here are some local SEO best practices:

• Set up and optimize your Google Business Profile: This is the most important step in Local SEO. Your Google Business Profile (formerly Google My Business) controls how your business shows up on Google. Fill out every section—business name, address, phone number, hours, services, and a short description. Add photos, respond to reviews, and keep everything up to date.
• Get consistent with NAP citations: Your business Name, Address, and Phone number (NAP) should be exactly the same across every platform—your website, directory listings, social profiles, and anywhere else your business is mentioned. Inconsistencies confuse search engines and hurt your chances of ranking locally.
• List your business in trusted local directories: Get listed in high-authority directories like Yelp, Apple Maps, Bing Places, Better Business Bureau, Angi, and industry-specific directories like Avvo (for lawyers) or Healthgrades (for healthcare). These help build local trust and organic visibility.
• Collect and respond to customer reviews: Reviews are one of the top local ranking signals. Ask happy customers to leave reviews on Google and other relevant platforms. Then respond—whether the feedback is good or bad. This not only helps with rankings, it builds trust with potential customers.
• Create location-specific landing pages: If you serve multiple cities or neighborhoods, create a separate page for each one. Instead of one generic “Services” page, build out pages like “Chiropractic Services in Austin” or “AC Repair in Brooklyn.” Add localized content and include your NAP details.
• Add local schema to your website: Schema markup helps Google understand your business location and services. Use LocalBusiness schema on your homepage or contact page to reinforce relevance and improve small business’s online presence in local search results.
• Use keywords with local intent: Optimize your titles, headers, and body content with search phrases that include location—like “family dentist in Chicago” or “emergency plumber Los Angeles.” These help match your pages to high-intent local queries.

Smart Small Business SEO For You!

Over the years, we’ve learned that in marketing, results don’t come from doing everything. They come from doing the right things, in the right order.

Start with the keywords you can actually rank for. Create content that speaks from experience. Fix the technical stuff holding you back. And build backlinks that search engines (and readers) trust.

You don’t need a massive full-time team. You need a focused plan.

And if you want expert support putting it all into action, we’re here to help. 

Unlike those fake guaranteed SEO results agencies, our team will work together as an extension of your team.  

With our flexible subscription model, you only pay for the hours you need. 

No bloated retainers. Just expert-led SEO (from audits and strategy to content, link building, and reporting) all handled by a team that’s done this for 100+ small businesses like yours.

Whether you’re booking 40 hours or going full-force with 160, you’ll get:

• A dedicated SEO strategist
• Weekly updates and reports
• 24/5 timezone coverage
• Full access to every marketing service we offer

📱Talk to an SEO Expert