SEO (search engine optimization) gets talked about like it’s some dark art. Maybe you’ve heard people throw around terms like search engines, search rankings, and search algorithms and thought: “Cool…but how does that help me get more traffic and sales?”
At its core, SEO just means making your site easy for search engines (and people) to understand, so you show up when someone’s searching for what you offer.
Honestly? You don’t need to be an expert to build an effective SEO strategy. Break it into the steps below, and it gets a whole lot less intimidating.
Step 1: Start with your goals
If you don’t set a goal, you’ll spread yourself thin and wonder why nothing’s working.
Think about what you really need right now:
Do you want more traffic? Need leads? Online sales?
A local yoga studio will put energy into local SEO so they pop up in “near me” searches. A shop with an online store will work on getting product and category pages found.
Get clear on the finish line first.
Step 2: Audit what you’ve already got
Before creating new content, check what you already have. Most sites have hidden potential sitting in old website pages that just need a tune-up.
Here’s how to run a content audit:
- Check traffic and rankings: In Google Search Console, look at which pages bring in the most traffic. Highlight the ones that are ranked between listing 20–30 on Google; these are “quick win” candidates.
- Find weak pages: Thin content (less than 300 words), outdated info (like “Best Tools of 2019”), or posts that no longer match search queries should be updated, combined, or deleted.
- Check the basics: Do pages have clear page titles, unique meta descriptions, and a H1 heading that includes a main keyword? Are there broken links leading to 404s? Fixing these alone can give you a bump.
- Review user experience: Is your site speed under 3 seconds? Is it mobile friendly? Can people find a clear CTA?
- Pick your quick wins: Not everything needs to be fixed today. Some changes can deliver big wins with little effort. Others are worth doing but take more time. Choose the most high-impact changes first.
Step 3: Do your keyword research
Keywords connect what people type into Google with the content you create, and help the search engine bots understand what each web page is about. The trick is finding phrases your audience is already searching for.
How to start:
- Brainstorm search intent: What would someone Google before hiring you? What questions do they ask most?
- Use a free keyword research tool: Google Keyword Planner, Ubersuggest, and AnswerThePublic will show you search volume and related ideas.
- Look at search engine results pages: Type your keyword idea into Google. What comes up in the search results? Blog posts? Product pages? Lists? That’s a clue to the kind of content Google wants for that query.
- Check competitors: Compare your site to other websites by looking at 2 or 3 competitors. Run their site through a keyword tool. Are they ranking for topics you’ve never covered? That’s a gap you can fill.
- Choose keywords wisely: Go specific. Instead of “shoes,” try “women’s jogging sneakers.” These longer keywords will be easier to rank for.
Step 4: Plan content by topic clusters
Don’t scatter random blog posts everywhere. Group content into clusters so your site looks like a complete resource. Think of it like a showroom: one main display, smaller sections around it, and side pieces that answer specific questions.
Let’s say you’re a furniture store. An example cluster could be Sofas and Sectionals.
Pillar page: Sofas & Sectionals – styles, sizes, fabrics, delivery/returns, care.
Subpages:
- Leather Sofas
- Fabric Sofas
- Sleeper Sofas
- Modular Sectionals
- Small-Space Sofas
Blogs:
- How to Measure Your Living Room for a Sofa
- Leather vs Fabric Sofas: Which One Holds Up Better?
- Best Sofa Styles for Small Apartments
Everything links back and forth. Blog posts point to subpages. Subpages point to the main hub. Google sees the structure and thinks, “Okay, this site knows sofas.”
Step 5: Make a 90-day plan
SEO covers a lot of tasks; from on-page SEO tweaks, to technical SEO fixes, to off-page SEO tactics like backlinks. Doing all three consistently is what brings more organic search traffic over time.
It’s a long game, so if you don’t set a short-term plan, it’s easy to either do nothing…or do way too much and burn out. That’s why I recommend working in 90-day sprints.
Here’s how to map it out:
Month 1: Audit + foundation work
- Fix the most obvious technical issues (broken links, missing meta descriptions, slow pages).
- Refresh your top 2–3 service or product pages so they match current keywords.
- Get Google Analytics + Search Console properly set up if you haven’t already.
Month 2: Build authority with content
- Publish 1 pillar page around a main topic (e.g., “Sofas & Sectionals” for a furniture store, or “Drain Cleaning Services” for a plumber).
- Add 1–2 helper blogs that answer common related questions (e.g., “Leather vs Fabric Sofas” or “Signs of a Main Line Clog”).
- Start internal linking, connecting those new pieces to older, relevant content so Google sees the structure.
Month 3: Expand + promote
- Create another helper blog or landing page to strengthen your cluster.
- Kick off a backlink strategy – reach out to local directories, industry blogs, or partners to get them to link back to your site.
- Look for low-ranking but high-potential pages (position 20–30 on Google) and refresh them with better content, updated keywords, or new visuals.
Thinking to yourself, “How does SEO even make money?” Read my other blog to find out!
Step 6: Track your progress
Don’t just guess if your hard SEO work is, well, working. Check the numbers.
Google Analytics
Are you getting more visitors from organic search? And more importantly, are they taking action – signing up, booking, or buying?
Google Search Console
Which keywords are you showing up for? Which pages are getting impressions but not clicks? This shows you where you might need to improve titles, descriptions, or content.
Rank tracking tools
A rank tracker is a simple tool (like SE Ranking) that shows where your site ranks in Google for specific target keywords. You only need to track a handful of priority keywords. Watching them month-to-month tells you whether your SEO strategy is moving in the right direction.
Need help building a successful SEO strategy or want more SEO tips?
Start small. Optimize one blog post. Fix one broken link. Publish one guide. Those baby steps add up to a serious climb in search engine rankings.
But if all this still feels like a lot, I get it. SEO can chew up your evenings if you try to DIY everything.
That’s why I help small business owners with the whole package: keyword strategy, technical fixes, content planning, backlinking, and ongoing audits.If you want me to take a look at your site and point out the first few things that’ll make the biggest difference, reach out.