SEO Pillars: How to Get Your Business Found on Google
- Michelle Tansey
- Jun 17
- 5 min read
A Business Owner’s Guide to SEO
If you’ve ever wondered why some businesses show up first on Google and yours doesn’t, the answer is probably SEO.
SEO, or Search Engine Optimization, is the process of helping your website appear when people search online for the products or services you offer. Whether you’re a local shop, an online service provider, or an e-commerce brand, SEO can help new customers discover you without paying for ads.
This guide will walk you through what SEO is, why it matters, what the SEO pillars are, and how you can start applying SEO to your business website even if you’re not a tech expert.
What is SEO, Really?
SEO helps your website appear higher in search engine results when people type in keywords related to your business. Think of it as helping Google understand your business better, so it can show your site to people who are looking for the product or service you are offering.
When someone types “best coffee shop near me” or “affordable web design,” Google tries to show the most helpful results. SEO helps you become one of those results.
There are three key reasons SEO is worth your time as a business owner:
You attract ready-to-buy customers
People who find you through search are often already looking for your product or service.
It helps grow sales without constant ad spend
SEO brings in traffic naturally. Unlike ads, you don’t need to keep paying every time someone clicks.
It builds long-term visibility
A well-optimized site can keep bringing in leads for months or even years with regular updates.
How SEO Works: The Three SEO Pillars
To make SEO work, your website needs to be strong in three key areas: technical setup, content, and online reputation. These areas work together to help your site rank well.
Technical SEO: Making Your Site Easy for Google to Read
This is about how your website is built and whether search engines can access and understand it.
Here are some basics to check:
Fast loading speed
Pages should load within 2 to 3 seconds. Slow sites lose visitors and get lower rankings.
Mobile-friendliness
Most people browse on their phones. Your site should look and work well on all devices.
Secure browsing (HTTPS)
A secure site builds trust. If your website address starts with https://, you’re covered.
Simple URL structure
Clear, readable links like yoursite.com/about-us are better than yoursite.com/page?id=123.
No broken links or missing pages
Check your site regularly to make sure all links work and pages load correctly.
Ask your web developer or use free tools like Google Search Console to check your site’s health and speed.
SEO Pillar 1: On-Page SEO
This part of SEO focuses on what’s actually on your website, that is, mainly your text, images, and page layout. It's about creating content that serves your audience and focuses on their needs.
Here’s what to focus on:
Use the right keywords
Think about what people might type when searching for your service. If you run a home cleaning business, terms like “house cleaning near me” or “affordable maid service” are likely searches.
Place those keywords smartly
Add them to your page title, main headings, opening paragraph, and image descriptions.
Write for people, not just search engines
Create helpful content that answers questions, solves problems, or explains what you do clearly.
Use internal links
Link related pages on your site to help visitors explore more. For example, from your homepage to your service page or blog.
Make pages easy to scan
Use headings, bullet points, and short paragraphs. Include images to keep things interesting.
Before creating a new page or blog post, ask: “What question is my customer asking?” and “Can I answer it better than my competitors?”
SEO Pillar 2: Off-Page SEO: Building Trust and Authority
Off-page SEO is about what happens outside your website that can influence your ranking. Its goal is to establish trust and authority.
The most important part in off-page SEO is earning high quality backlinks. These are links from other websites that point to yours. When reputable sites link to your content, it tells search engines that your site is trustworthy and valuable.
How to get good backlinks:
Write helpful content
Create guides, resources, or blog posts that others want to reference.
Get mentioned on local listings or directories
Make sure your business is listed on Google Business Profile, Yelp, and relevant industry directories.
Build relationships
Reach out to bloggers, industry partners, or local businesses for collaborations or features.
You don’t need a lot of links, just the right ones. One link from a trusted source can be more valuable than ten from low-quality sites.
Why Knowing Your Audience is SEO’s Secret Ingredient
The more you understand your audience, the easier it is to show up in their searches. SEO works best when you know what your customers are looking for and tailor your content to meet their needs.
Ways to get to know your audience better:
Look at customer emails or chat logs to see what questions they’re asking
Review Google Analytics or social media insights to see which pages or topics are most popular
Check what your competitors are doing and identify gaps you can fill
When your content speaks directly to your customers’ concerns or interests, they’re more likely to engage with it and Google takes notice.
How to Know if Your SEO is Working
You don’t have to be a data expert to measure SEO progress. Keep an eye on a few simple metrics each month:
Organic traffic: Are more people visiting your site from search engines?
Keyword rankings: Are you showing up higher for important search terms?
Time on page: Are people sticking around to read your content?
Conversions: Are visitors contacting you, signing up, or buying?
Use tools like Google Analytics and Google Search Console to track these over time. You can also compare how you’re doing against top competitors.
How to Get Started with SEO Today
If you’re running a business and managing everything on your own, SEO can feel like one more overwhelming task. But you don’t have to do everything at once.
Here’s a simple plan:
Check your website’s foundationMake sure your site is fast, mobile-friendly, and easy to navigate.
Add helpful contentCreate pages or posts that answer common customer questions or explain your services.
Claim and optimize your Google Business ProfileThis helps you appear in local searches, especially for service-based businesses.
Look for simple backlink opportunitiesAsk happy customers to mention your site, or submit to local directories.
Track your progress monthlyNote what’s improving and where you can adjust.
Make SEO Work for Your Business
SEO doesn’t give instant results, but it pays off over time. Think of it as planting seeds. The more consistent you are, the more your business can grow.
If you’d rather focus on running your business and leave SEO to someone else, consider working with Red Queen Marketing. We can help you get set up properly and grow steadily.
Whether you manage SEO yourself or with help, the key is to approach it with patience, consistency, and a clear focus on your customers.
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