Ever looked at SEO advice online and felt overwhelmed before you even started? You’re not alone. With so many tools, tactics and opinions floating around, it’s easy to feel like SEO is too complicated or too time consuming to take on yourself.
The truth is that getting the foundations right is simple. You don’t need advanced strategies or expensive software. You just need a clear set of steps that help Google understand your website and help your customers find you.
This checklist gives you the core actions that make the biggest impact. Follow them in order and you’ll have a solid SEO foundation you can build on over time.
1. Set up your tools
Before you do anything else, get your tracking and technical setup sorted. These tools help you understand where your visitors come from, what they do, and how search engines see your site.
✓ Create a free Google Analytics 4 account
✓ Set up Google Search Console
✓ Submit your XML sitemap
✓ Check that your site is secure (HTTPS) and loads quickly
Getting this right from the start means you’ll always have reliable data to measure progress and spot issues early.
Our SEO for small business series explores in-depth, everything you need to know about SEO to set your website, and business, up for success.
2. Understand your audience
Good SEO starts with knowing who you’re trying to reach. The more clearly you understand your customers’ search habits, the easier it is to show up when they’re looking for you.
✓ Write down who your ideal customer is and what they search for
✓ Brainstorm 10–20 words or phrases they’d likely type into Google
✓ Use Google Autocomplete or Keyword Planner to confirm what’s popular
You don’t need expensive tools - just a bit of curiosity and empathy for how your customers think.
Related reading: Choosing the right keywords for your business
3. Optimise your website basics
This is where you start turning your site into something search engines can read and rank. Think of it as making your website easy to understand for both people and algorithms.
✓ Make sure every page has a unique title and meta description
✓ Add headings (H1, H2) that use your main keywords
✓ Write clear copy that explains what you offer and why it matters
✓ Compress images and add descriptive alt text
When you get these basics right, every piece of content on your site starts pulling in the same direction — towards visibility.
Related reading: On-page SEO explained
4. Build local visibility
If you serve customers in a specific area, local SEO is where you’ll see the fastest wins. A few small actions here can make a big difference to how you appear in Google Maps and “near me” searches.
✓ Claim your Google Business Profile
✓ Add accurate business details and opening hours
✓ Ask your first few customers for reviews
✓ Add your business to key directories (Yell, Yelp, Bing Places, etc.)
Local visibility builds credibility - both with search engines and with potential customers who see your reviews and activity.
Related reading: Dominate Local SEO
5. Create helpful content
Once your foundations are in place, start creating content that answers questions your customers actually ask. Google rewards helpful, original content, and so do people.
✓ Publish one article that answers a real customer question
✓ Link from that article to your main product or service page
✓ Share it on social media or email it to customers
✓ Repeat once a month, and remember, consistency builds traction
Don’t overthink it. Focus on being useful, and your content will naturally attract the right visitors over time.
6. Track your progress
SEO is about steady gains, not overnight results. The key is to measure what’s working and make small improvements month after month.
✓ Check your Search Console weekly for keyword impressions
✓ Look at GA4 to see which pages people visit most
✓ Note which search terms are bringing traffic
✓ Make small updates each month - SEO is about consistent growth
Keep reviewing and refining, and you’ll see momentum build over time.Next up: Technical SEO explained →
Want to dig deeper?
If you’d like to learn how to use SEO to grow your business (without the jargon), check out more of our SEO for small businesses resources. We explain how to choose keywords, create great content and track your progress, all in language that makes sense.