There is a myth that many small business owners believe when it comes to their website: “If you build it, they will come”.

As a web design and development agency, we speak to businesses owners about their websites a lot. Usually, it involves the issues they are currently having. Generally, when we look at their websites, we find beautiful, mobile responsive sites with amazing features. We often also find either very little content, or content that does not speak to their target market. To a small business SEO is vital, so without fail, we end up discussing the importance of good content and Search Engine Optimisation (SEO).

At that stage, we are sometimes met with a blank stare.

“I paid a developer to do my new site. Shouldn’t they have done all this stuff already?”.

That is a difficult question to answer, as it really depends on the agreement that was made between your business and the designer or developer. Unless you engaged your designer or developer to write the content for you or SEO was part of the agreement, we would say the answer is; “Not really”.

Most web developers do make sure the technical SEO is up to scratch, but in the majority of cases, the business owner is responsible for making sure the content on their site is aimed at the right audience and properly optimised.

Fixing these issues doesn’t need to be complicated. Even if you have a website that has very little traction, there are some small changes you can make that will result in big changes in engagement.


Google changes its algorithm pretty much daily, but one thing remains the same: the importance of quality, useful content. Why? To give the best, most relevant search results. Any small business SEO approach needs to be focussed around giving your visitors access to the information they are looking for.

So where do you start? Figure out what kind of content your customers would find useful and then decide the best way to deliver that content (blog post, podcast, videos etc.). Then keep creating great content on a regular basis.


What is the point in having great content on your site if nobody knows about it?

You can use different methods, such as:

  • Promote your content on social networks.

  • Write guest posts for other relevant sites.

  • Comment on related sites. (Make sure you add value to the conversation).

  • Email your existing customers.

  • List your business on industry-specific sites.


Make sure relevant keywords are used in your content:

  • Include your keywords in the title tag, page header (H1) and URL.

  • Make sure keywords are used in image alt tags.

  • Write for your customers. Don’t use keyword stuffing (you’ll be penalised by Google).

  • Use keywords in the display text of links to other important internal pages of your own site.

The key to success with these 3 simple ways to improve your website is to continually monitor and assess what’s working for you and what needs improving. The keywords your customer searches for, and information they need evolves over time. You need to make sure your site is continually tweaked to give yourself the best chance of being found online.