SEO Business Basics: Know Enough to Be Effective

May 28

Our May Biz Series was taught by Alison Rogers, owner of Blush Cowork. If you missed it, we’re sharing what we learned right here on the blog!

Person studying SEO business basics, learning to optimize a website for search engines and drive traffic

Search Engine Optimization (SEO) can sound like a highly technical concept reserved for developers and coding experts. But the truth is, SEO is more about communication than code. It’s about making sure your website is discoverable by the people you're trying to reach—and once they find you, making sure they stick around.

You don’t need to be an expert to make SEO work for your business. You just need to know enough to be effective. We took solid notes during a recent SEO session, and here’s what we learned:

What is SEO?

SEO involves improving your website’s content, structure and visibility to drive organic traffic - unpaid visits from people who find you through search engines. Simply stated, it helps your ideal audience find you and trust you.

Types of Website Traffic:

Direct Traffic: Visitors go directly to your website.

Referral Traffic: Visitors click links from other websites and redirect to your website.
Social Media Traffic: Visitors click a link on social media and redirect to your website.
Paid Traffic: Visitors come from clicking paid ads.

SEO targets organic traffic by helping search engines understand your site so they can suggest it to the right people. You don’t need to know how algorithms work, but you do need to understand how to make your site speak clearly to both search engines and people.

The Four Types of SEO

It is important to understand how the four types of SEO work together:

1. On-Page SEO

This is all about what’s on your website:

Writing keyword-rich content that answers real questions
Structuring pages with clear headings
Adding images with alt text for accessibility and visibility

2. Off-Page SEO

This involves actions taken outside your website:

Building backlinks from credible sources
Engaging on social media
Guest blogging or collaborating with others

3. Technical SEO

This is the behind-the-scenes foundation:

Making sure your site loads quickly
Fixing broken links and redirects
Submitting an accurate sitemap

4. Local SEO

Crucial if your audience is location-based:

Optimizing your Google Business Profile
Using local keywords (e.g., “Raleigh bakery”)
Encouraging customer reviews and local citations

How to Research Keywords

Keyword research helps you find the words your audience will use to search and find you. When researching keywords, there are several steps to find the optimal words to put on your website:

Identify your focus - who is the ideal person you are trying to attract?
Brainstorm topics - what would your ideal audience be searching for?
Use keyword tools - there are several free tools to use when looking for keywords. Try Google Keyword Planner, TagCrowd or even AI to generate lists to get you started.
Analyze search results - see what is already ranking and how you can improve words you already use.

How the User Experience Plays a Role

A great user experience is essential for strong SEO. Your website should load quickly, be easy to navigate, and function seamlessly, especially on mobile. Currently, more than half of all web traffic comes from mobile users. Google uses mobile-first indexing which means it prioritizes the mobile version of your website when determining site rankings. Use SEO-friendly URLs and design every page with your visitor in mind.

If you serve a local audience, local SEO should be a priority. There are several ways to accomplish this:

Set up and optimize your Google Business Profile
Encourage online reviews
Create localized content, even if it isn’t directly tied to your business

Seek local citations (mentions of your business on other sites)

Creating High-Quality Content with the Right Tools

Good content is the foundation of effective SEO. When creating content, utilize information that speaks directly to your audience’s needs by using keyword-rich headings written in a way that’s engaging, informative and easy to understand. Enhance your pages with meta descriptions, image alt text and internal links that take users deeper into your site.

To test the success of your content, use Google Search Console to track performance and identify issues. Google Analytics will show how visitors are interacting with your content and bonus - Microsoft Clarity reveals real-time user behavior like clicks, scrolls and page exits.

With the right tools and focus on quality, your content can consistently drive organic traffic and build credibility with your audience.

When to Call the Professionals

Managing SEO yourself can take you far, but sometimes it’s smart to bring in professionals. If SEO is part of your entire marketing strategy, you’re managing an e-commerce site, or you’re looking to scale your business quickly and effectively, a professional can help you achieve that faster and with better results. Sometimes it’s a matter of time and priorities. If you want SEO off your plate so you can focus on other areas of your business, outsourcing can be a smart investment.

The Bottom Line

You don’t have to be an expert with SEO to make it work. Knowing just enough to be effective by writing good content, structuring your website well and focusing on a great user experience can be all you need to succeed. From there, let the algorithms do their thing while you focus on your business.

Kesa Ennen