How to Show Up Online: Actionable SEO Tips for Small Businesses

For small businesses, showing up online isn't optional; it's essential. However, with limited time and resources, it can be challenging to know where to begin. That's where SEO comes in. Short for search engine optimization, SEO helps your website rank higher in search results so potential customers can actually find you. In this blog, we'll break down practical, doable SEO optimization tips tailored for small business owners. Whether you're just getting started or want to improve your existing online presence, these actionable strategies will help you get found online, without needing to be a tech expert.

1. Boost your local SEO.

Local SEO (Search Engine Optimization) is all about helping your business show up when nearby customers search online for the services you offer. It's especially important for small businesses that rely on local traffic-like plumbers, salons, or cafes-because it ensures your business appears in search results and map listings when people look for something "near me." One of the first and most essential steps is claiming your Google Business Profile. This free tool displays critical information for customers, including your address, hours, phone number, photos, and reviews, directly in Google Search and Maps. Make sure everything is accurate and complete-this builds trust with both search engines and potential customers.

Next, ensure your website and online presence include local keywords that reflect what people in your area are searching for. For example, instead of just saying "roof repair," use a phrase like "roof repair in Phoenix." Additionally, submit your business to reputable local directories, such as Yelp, Bing Places, and Apple Maps. These listings help search engines confirm your company exists and operates locally. Lastly, always keep your NAP-Name, Address, and Phone number-consistent across every platform. Even minor discrepancies can harm your credibility with search engines and decrease your visibility. When done right, local SEO makes it much easier for customers nearby to find-and choose-your business.

Tip: Thryv offers Local Listings Management so that you can manage all your online local citations with one simple tool.

2. Focus on high-intent keywords.

When building your SEO strategy, one of the most valuable things you can do is target high-intent keywords-search terms that signal a person is ready to take action, like making a purchase, booking a service, or contacting a business. These keywords often include specific details such as location, price range, or service type, which show that the person searching already knows what they want. For example, a search like "emergency plumber in Dallas" shows a much stronger intent to hire than a broad term like "plumbing."

To find high-intent keywords, you can use free tools like Google Keyword Planner and Ubersuggest. These platforms allow you to see what your audience is actually searching for, how many people are searching for those terms each month, and how competitive each keyword is. Start by typing in a general topic related to your business, and these tools will suggest more specific phrases that people commonly use.

As you go through the results, look for long-tail keywords-these are longer, more detailed phrases like "affordable wedding florist in Denver." They may have fewer total searches, but they're usually less competitive and more targeted. This means you're more likely to reach people who are serious about hiring or buying, rather than just browsing. Focusing on these types of keywords gives small businesses a better chance of standing out and connecting with the right audience.

Are you unsure if your SEO strategy is effective? Thryv has you covered with a Business Presence tool that pulls your current SEO ranking to tell you everything you need to know.

3. Create valuable content (and keep it updated).

Creating valuable content is one of the most critical ways small businesses can improve their visibility in search results. Search engines like Google aim to show users the most relevant and helpful content for their queries, so your goal is to become a trusted resource by answering the questions your customers are already asking. This can take the form of blog posts, FAQ pages, how-to guides, or service explanations. The content should be easy to read, informative, and focused on one clear topic or keyword per page.

To make your content SEO-friendly, use on-page optimization techniques such as including your main keyword in the page title, URL, meta description, and within the first paragraph. Use clear headers (H1 for the main title, H2 for subtopics), and add internal links that connect readers to related pages on your site. This helps both users and search engines better understand your website structure and authority. If you don't know where to begin, you can use Thryv's Business Presence tool for ideas on how to improve your website engagement.

Just as important as creating new content is keeping it up to date. Search engines prioritize fresh, accurate information. If you let pages get outdated-with old stats, irrelevant references, or broken links-your rankings can drop over time. Regularly updating older pages with new insights, current data, or improved formatting shows that your site is active and trustworthy. Maintaining a steady blog schedule also signals relevance and can help you capitalize on seasonal search trends, such as "2025 summer HVAC tips" or "holiday gift ideas under $50." When your content stays current and useful, your business stays more visible.

4. Ensure your website is mobile-friendly and fast.

Having a mobile-friendly and fast-loading website is essential for both user experience and search engine rankings. More than half of all web traffic comes from mobile devices, so if your site doesn't look or function properly on a phone or tablet, potential customers are likely to leave, and Google will notice. That's why search engines now prioritize mobile-first indexing, which means they look at the mobile version of your site first when deciding how to rank it.

To ensure your site works well on all screen sizes, use a responsive design. This means your website layout automatically adjusts based on the screen size it's being viewed on-whether it's a smartphone, tablet, or desktop. Text should be easy to read, buttons should be tappable, and images should scale properly without users needing to pinch and zoom.

Speed also matters. A slow site can frustrate users and negatively impact your SEO. Two simple ways to improve load time are to compress images and enable caching. Compressing images reduces the file size without sacrificing quality, which means they load faster. Caching is a technical process where parts of your website are temporarily stored in a visitor's browser so they don't have to reload every element each time they visit, making repeat visits much quicker.

You can test how your website performs by using a free tool like Google PageSpeed Insights. It shows how fast your site loads, highlights any issues, and offers specific suggestions for improvement. A fast, responsive site not only ranks better in search engines but also keeps visitors engaged and more likely to take action, whether that's making a purchase, booking a service, or getting in touch.

5. Earn high-quality backlinks.

One of the most powerful ways to improve your search engine ranking is by earning quality backlinks. A backlink is simply a link from another website to yours. Think of it as a vote of confidence-when a trusted site links to your content, it signals to search engines like Google that your site is credible, helpful, and worth showing to others. The more high-quality backlinks you have, the more likely you are to rank higher in search results.

To build backlinks, focus on getting featured in reputable sites that align with your industry and target audience. You can partner with local bloggers, community organizations, or local news outlets to get mentioned or interviewed. These links not only help with SEO but also drive targeted traffic from people in your area. Another effective strategy is writing guest posts for relevant blogs in your industry. In exchange for your content, most sites will let you include a link back to your own website.

You can also attract backlinks by creating valuable resources that others naturally want to reference, such as original research, how-to guides, or industry statistics. When other websites cite your content as a source, they often include a link to your page. These organic backlinks gradually establish your authority and can significantly improve your visibility in search engines. In short, backlinks help search engines trust your site, and trust equals better rankings.

6. Encourage online reviews.

Online reviews play a significant role in how potential customers perceive your business, and they also impact how well you show up in local search results. Encouraging satisfied customers to leave reviews, especially on platforms like Google, helps build trust with new visitors and signals to search engines that your business is active, reputable, and providing value to your community.

Reviews are one of the most important factors in local SEO, particularly for businesses that rely on nearby customers. Google considers both the number of reviews and the overall rating when deciding where to place businesses in search results and on Google Maps. So the more positive, authentic reviews you have, the better your chances of appearing higher in local searches.

It's just as important to respond to every review, whether it's glowing or critical. Thanking customers for their feedback shows appreciation and professionalism, while calmly addressing negative reviews shows potential customers that you care about resolving issues. This type of engagement not only boosts your reputation but also demonstrates to Google that your business is responsive and active, thereby further enhancing your local visibility.

Tip: Thryv offers reputation management software, so you can effortlessly monitor reviews, all from a single platform.

7. Fix technical SEO issues.

Technical SEO refers to the behind-the-scenes elements of your website that help search engines understand and index your content correctly. While things like keywords and content are visible to visitors, technical SEO ensures that your site's infrastructure is optimized so that search engines can easily access and rank it. Even if you have great content, technical issues can block search engines from seeing it, which means you could miss out on valuable traffic.

Common technical SEO issues include broken links (pages that lead to errors), duplicate content (identical or very similar content across pages), and missing alt text (descriptions for images that help search engines and screen readers understand what an image shows). Fixing these issues improves both SEO performance and the overall user experience.

To identify problems, you can use website audit tools such as Screaming Frog, Ahrefs, or SEMrush. These tools scan your site and point out areas that need improvement. Another key step is submitting an XML sitemap through Google Search Console. This file lists all the pages on your site and informs Google which pages to crawl, helping ensure that nothing important is overlooked.

Addressing technical SEO might sound complex, but it's crucial. A clean, error-free website helps search engines index your content more effectively, which can lead to higher rankings, more traffic, and a better experience for your visitors.

8. Use schema markup.

Schema markup is a type of code that you add to your website to help search engines better understand what your content is about. It's similar to adding labels or tags to different parts of your page. Think of it as giving Google extra clues so it can display your business information more clearly in search results.

For example, if you add schema markup to show your product's price, customer star ratings, or answers to frequently asked questions, Google can use that info to create rich results-those enhanced listings with stars, prices, or helpful snippets right on the search page. These rich results stand out more, catch people's attention, and can increase the chances that someone clicks on your website.

Here's an example of what it looks like in action:

9. Engage through social media.

Engaging with your audience on social media may not directly impact your search rankings, but it plays a significant role in driving traffic to your website and building your brand's visibility. When you share blog posts, special promotions, or company updates on platforms like Facebook, Instagram, or LinkedIn, you create more opportunities for people to discover your business and visit your site.

These social signals-likes, shares, comments, and clicks-help increase awareness and can lead to more people searching for your business or recommending it to others. The more active and engaging you are on social media, the stronger your online presence becomes, which can indirectly support your SEO efforts by attracting new visitors and potential customers.

Tip: Thryv offers AI-enhanced social media management software that helps you go viral with AI-generated social posts, manage all your social media in one view, and grow your fan base with engagement recommendations, all from a single social media management platform designed specifically for small businesses.

Get Started With These Simple SEO Tips for Small Businesses

Getting your small business noticed online doesn't have to be overwhelming. By focusing on these simple yet effective SEO strategies, you can steadily improve your online visibility and attract more customers. Remember, SEO is a long-term effort, but with consistent attention and small steps, your business can climb the search rankings and stand out in today's competitive market. To get started, a business presence scan can help you apply these tips today and watch your online presence grow.