Turns out, “build it and they will come” only works if Google can find you.
If I had a pound for every time a small business owner whispered “What actually is SEO?” across a coffee cup or Zoom screen, I’d be writing this blog from a spa in Santorini.
So here it is. Plain English. No tech waffle. No shame. Just real advice you can actually use whether you’re a florist, a facialist, or a fabulous online shop.
What Is SEO?
SEO stands for Search Engine Optimisation, which is just a fancy way of saying:
making your website easier to find on Google (and Bing, and AI search tools like ChatGPT, and now even Instagram).
It’s how you show up when someone types:
- “natural skincare facialist in Glasgow”
- “handmade baby gifts UK”
- “bookkeeper for small businesses Ayrshire”
Search engines are the first place people go when they’re looking to buy.
If your website isn’t appearing there then you’re invisible to the people who want what you sell.
SEO for Small Businesses = Survival Strategy
Social media is great for engagement, likes, follows and vanity.
But it’s noisy, unpredictable, and only shows your posts to about 2–5% of your followers unless you pay for more reach.
Meanwhile, SEO:
✅ Brings in warm traffic (people who are already searching for what you offer)
✅ Delivers consistent results over time
✅ Doesn’t rely on posting daily, showing your face or dancing for views
✅ Grows with your business
Think of it like this:
Social media is the window display.
SEO is the road sign that gets people to your door in the first place.
6 Smart SEO Actions You Can Start Today
Here’s where my expert-meets-practical copywriting guidance kicks in. These are small, manageable steps with big impact — and they make up the foundation of your long-term search visibility.
- Get Your Google Business Profile Working for You
Especially if you have a physical location or serve a local area.
✅ Add opening hours, services, and keywords in your description
✅ Post regular updates or offers (this shows activity to Google)
✅ Add photos of your space, products, or client results
✅ Ask happy customers for Google reviews — regularly
Pro tip: Don’t just call yourself “therapist.” Say “Reiki practitioner & holistic massage therapist in Cardiff.”
This helps you appear in the “map pack” (those top three business listings on Google Maps aka SEO gold dust).
- Fix Your Page Titles & Meta Descriptions
Page titles and meta descriptions are what show up in search results.
If they’re vague or missing? You’ll be skipped.
✅ Use clear, keyword-rich titles
✅ Keep meta descriptions under 155 characters
✅ Mention location or service where relevant
Instead of: “Home – Lucy’s Studio”
Try: “Skincare Treatments & Holistic Facials | Lucy’s Studio, Edinburgh”
- Use Descriptive Product Names & Alt Text
SEO isn’t just about words — it’s about images too.
✅ Every image should have “alt text” that describes what’s shown
✅ Use clear file names like “rose-quartz-roller-closeup.jpg” instead of “IMG_0457”
Why? Search engines can’t see images. They read the code behind them.
- Tidy Up Your Product Descriptions
Too many product pages just say “beautiful and unique” but that doesn’t help you get found OR make a sale.
✅ Use keywords naturally e.g. “vegan lip balm with peppermint oil”
✅ Describe the benefits “soothes dry lips in winter”
✅ Include size, scent, colour options, ingredients or materials
✅ Make it easy to skim, bullet points are your friend
Bonus tip: Use questions your customers ask as headings.
E.g. “How long does this candle burn?” → Great for both SEO and sales.
- Blog Like a Human (and a Business Owner)
Blogging isn’t dead — bad blogging is.
Write content that solves problems, answers questions, or educates your audience.
✅ Blog topics could include:
- “The Benefits of Reflexology for Stress”
- “Top 5 Wedding Flowers in Season This Summer”
- “How to Look After Your Preloved Dress After the Big Day”
These position you as an expert and bring in long-tail keyword searches.
Important: Optimise each post with:
- A keyword-rich title
- Subheadings (H2s)
- Internal links to your products or services
- A meta description
- An image or two with alt text
- Keep It Going
SEO isn’t a one-and-done job.
It’s more like your garden — it flourishes with care, watering, and a bit of weeding.
That means:
✅ Updating old product listings
✅ Adding new blog content
✅ Refreshing your meta info
✅ Keeping keywords relevant to what people are searching for now
If you do even a little SEO each month, your efforts compound over time — and you start showing up for more searches, more often.
What SEO Isn’t:
❌ Just adding a few keywords and hoping for the best
❌ Copying competitor descriptions word-for-word (Google hates it)
❌ Paying for backlinks from dodgy directories
❌ Ignoring it because it feels too hard or techy
It’s not magic. But it is powerful when done properly.
Need Help Getting Started with SEO?
I get it, SEO can feel like a minefield, it certainly did when I was starting out in retail. You didn’t start your business to learn about H1 tags and search intent.
That’s where I come in, I help small businesses:
✨ Get found online
✨ Optimise their websites without the overwhelm
✨ Turn browsers into buyers using smart copy and search strategy
Whether you need a one-off SEO audit, a website rewrite, or ongoing support to build your online presence — I’m here, sleeves rolled up, ready to help.
📩 Drop me a message or contact me
Let’s turn your “What even is SEO?” into “Oh wow, I’m on page one.”
Let’s make it sparkle ✨
Steph
Steph Briggs is a straight-talking marketing consultant, SEO copywriter, and small business champion with over a decade of hands-on retail and ecommerce experience. She helps indie brands, retailers, and service providers cut through the noise, get found online, and grow with confidence without selling their soul to the algorithm.
A former shop owner turned digital strategist, Steph knows what it’s like to juggle stock counts, school runs, and social media — and she’s built her business around helping others make marketing manageable, meaningful, and even a little bit magical.
When she’s not optimising websites or untangling SEO myths, you’ll find her wrangling children, horses, and the occasional misbehaving meta description.
📍 Based in the UK, available everywhere.
💻 stephbriggs.co.uk
If you’ve enjoyed this have a look at Voice & Visual Search, The Future of SEO