A Guide to SEO for Startups & Small Businesses

by David A. Powers | March 18, 2025

Updates to Google algorithms and new AI tools have both changed the landscape for Search Engine Optimization (SEO) in recent years. I put together this article to answer the most common SEO questions that small business owners ask:

• How does SEO work?
• How has SEO changed?
• What is “Helpful Content” and why is it essential for SEO success?
• How long does SEO take?
• How do I turn web traffic into leads?

1. How does Search Engine Optimization (SEO) work?

Search Engine Optimization is the process of creating web pages that will be indexed by search engines and found by AI search tools. This includes taking into account the way that search engine algorithms reward and penalize web pages when producing search results. At basic level, SEO typically involves keyword research, SEO content strategy, page optimization, and technical optimization.

• Keyword Research involves researching keywords related to your business, and determining which ones to target based on search volume and amount of competition
• SEO Content Strategy involves creating a long term plan to publish new website content based on your keyword research
• Page Optimization involves making sure that your page includes the desired keyword and uses HTML elements correctly
• Technical Optimization involves optimizing site speed, making sure sites work well on mobile devices, and using a sitemap to ensure proper crawling of larger websites

2. How has SEO changed?

Long gone are the days when SEO was some sort of black magic which involved using sketchy tactics and getting quick results. These days, tactics like writing content just for search engines, “content spinning”, “keyword stuffing”, “Web 2.0 backlinks”, and “website interlinking” are obsolete. In fact, Google (and AI search tools) may penalize your website if you use these outdated SEO techniques! Instead, Google recommends that websites focus on creating “helpful content” to achieve better SEO rankings.

3. What is “helpful content” and why is it essential for SEO success?

Over the last few years, Google has tweaked its algorithms in order to prioritize content that it believes users actually want. According to a Google Search Central tweet, their August 2024 algorithm update was meant “to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search.” According to Google’s own webmaster SEO documentation, quality content ranks high in Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T).

The idea behind “helpful content” is that the best way to rank highly in the search engines is to get to know your audience, and then create content that they are actually interested in. This might include explaining your products, services, and business processes; creating educational articles of value to your audience; or publishing news items related to your industry. When you are brainstorming on what content to create, you should ask yourself: “Is this exciting or informative for my intended audience? Will they be motivated to share it on social media?”

4. How long does SEO take?

According to a video put out by Google on hiring SEO firms, you should allow four to twelve months for your SEO campaign to see significant results. It’s important to realize that a “set it and forget it” attitude to SEO won’t work. If you are serious about getting results, you should incorporate SEO into your long term sales and marketing strategy.

There are two reasons that SEO requires ongoing work. First, you need reliable data to make informed strategic decisions. But the only way to get that data is to build new pages, wait for them to get picked up by search engines, and then analyze page performance. That takes time. Your goal should be to learn which SEO tactics are most effective, allowing you to maximize your ROI.

The second reason SEO takes long term commitment is that you need to consistently create content to get great results. This can help with search engines, because algorithms tend to reward active sites and penalize sites that are static for long periods of time. But it’s also good for your audience–it allows you to stay relevant while addressing unanticipated questions, needs, and problems as they arise.

5. How do I convert web traffic into leads and sales?

Because you need a lot of “helpful content” that contains SEO keywords in order to achieve high search engine rankings, Search Engine Optimization efforts typically focus on creating high quality written content over extended periods of time. But, if you want to turn web traffic into leads and sales, it’s important to remember that SEO on its own is not enough!

To begin with, visual and written content should address audience problems, educate buyers on available solutions, and convey clear messages that align with your brand and market positioning. As a part of that, it’s important to ensure that optimized web pages align with your target audience.

For example, if your business sells new high-end audio equipment, it wouldn’t make sense to target the keyword “cheap used stereos” or to create pages related to cheap audio equipment for an audience that isn’t interested in your high-end products. Instead, your optimized content should be of interest to your target audience. For a high-end audio business, that content might include tips on audiophile stereo setups, articles on records audiophiles are likely to enjoy, and in-depth reviews of your most popular products.

Of course, even if you are attracting the audience you want, you might be missing out on leads if there are problems with your web design and user experience (UX). On the graphic design side, you should aim for memorable design that matches your brand messaging without interfering with SEO or UX. On the UX side, you should provide clear call-to-actions while ensuring that users can easily navigate the site and perform any desired interactions.