SEO Basics for New Websites: A Small Business Guide to Getting Found Online

You’ve launched your website—congrats! Now comes the big question: how do people actually find it?

That’s where SEO (Search Engine Optimization) comes in.

For solopreneurs and small business owners, SEO might sound complicated or technical, but the truth is, it doesn’t have to be. With a solid foundation and a few key strategies, you can make sure your website is discoverable, crawlable, and competitive in search engine results.

In this guide, we’ll walk you through the essential steps to optimize your new website for SEO—including keyword research, on-page strategies, image optimization, sitemap setup, and more.

1. Start with Keyword Research

Keyword research is the foundation of SEO. It helps you understand what your potential customers are searching for—and how you can show up in those results.

How to Do It:

  • Brainstorm topics: Think about your products, services, and common customer questions.
  • Use tools: Try free tools like Google Keyword Planner, Ubersuggest, or AnswerThePublic.
  • Focus on long-tail keywords: These are more specific (e.g., “best lawn care service in Portland”) and usually less competitive, making it easier to rank.

Pro Tip: Make a list of 10–20 keywords to start. You’ll use these across your site content, blog posts, and meta tags.

2. Use Keywords in the Right Places

Once you’ve identified your keywords, it’s time to put them to work. But stuffing them everywhere will backfire—Google wants natural, useful content.

Where to Use Keywords Effectively:

  • Page titles: Each page should have a unique title that includes your primary keyword.
  • Meta descriptions: These are the short blurbs that appear in search results—use keywords here to increase click-throughs.
  • Headings (H1, H2, H3): Use variations of your keywords in section headers to signal relevance.
  • Body text: Sprinkle your keywords throughout the content naturally, ideally in the first 100 words.
  • URLs: Include keywords in your page slugs (e.g. yoursite.com/landscaping-services-portland).

3. Optimize Images with Alt Text and Descriptions

Search engines can’t “see” images, so you need to describe them clearly using alt text and file names.

Image SEO Tips:

  • Use descriptive file names: Instead of IMG_2035.jpg, rename it backyard-patio-installation.jpg.
  • Add alt text: Describe what the image shows in 5–10 words, using relevant keywords when appropriate.
  • Compress images: Tools like TinyPNG can reduce file size without losing quality, which improves page load speed (another ranking factor).

Pro Tip: Don’t use the same alt text for every image. Google rewards uniqueness and relevance.

4. Create HTML and XML Sitemaps

Sitemaps help search engines navigate your website and understand how your pages are organized.

What’s the Difference?

  • HTML Sitemap: A clickable list of pages on your site, useful for users. Often placed in the footer or on a standalone “Sitemap” page.
  • XML Sitemap: A machine-readable file that lists every important page on your site. Crucial for search engine indexing.

How to Create Them:

  • If you’re using WordPress: Install an SEO plugin like Yoast SEO or All in One SEO—these generate XML sitemaps automatically.
  • Manual method: Use free tools like XML Sitemaps to generate one.

Once created, your XML sitemap should be accessible at:
https://yourdomain.com/sitemap.xml

5. Submit Your Sitemap to Google and Bing

Once your sitemap is ready, you’ll want to submit it directly to search engines to ensure faster indexing.

Submit to Google:

  1. Sign up for Google Search Console.
  2. Add and verify your site.
  3. Go to Sitemaps in the sidebar.
  4. Enter the sitemap URL (e.g. sitemap.xml) and click Submit.

Submit to Bing:

  1. Sign up for Bing Webmaster Tools.
  2. Add and verify your website.
  3. Navigate to Sitemaps and submit your XML sitemap.

6. Set Up Google Analytics and Search Console

You can’t improve what you don’t measure. Two free tools from Google will help:

  • Google Analytics: Tracks visitor behavior—how people find your site, how long they stay, and which pages they visit.
  • Google Search Console: Monitors how your site performs in search results and alerts you to issues like broken links, crawl errors, or mobile usability problems.

Pro Tip: Set these up as soon as your site goes live, so you start collecting data from day one.

7. Create Valuable, Original Content

SEO isn’t just about keywords—it’s about useful content that answers your audience’s questions.

Start with a few key pages:

  • Homepage: Your value proposition in 1–2 sentences.
  • About Page: Who you are and why your business exists.
  • Services or Products Page: Clear, benefit-driven descriptions.
  • Contact Page: Easy ways to reach you (include a form).

Then consider a blog. Regular blogging helps you:

  • Target more keywords
  • Show industry expertise
  • Keep your site fresh (another SEO signal)

8. Make Your Website Mobile-Friendly

Over half of all web traffic now comes from mobile devices, and Google uses mobile-first indexing.

How to Check:

Use a Mobile-Friendly Test to see if your site passes.

Mobile Optimization Tips:

  • Use a responsive design that adjusts to screen sizes
  • Keep fonts large and readable
  • Ensure buttons and forms are easy to tap

If you’re using a CMS like WordPress, choose a mobile-optimized theme from the start.

9. Improve Page Speed

Google considers site speed a ranking factor, and users won’t wait for a slow site to load.

Speed Optimization Tips:

  • Compress and optimize images
  • Use caching (plugins like WP Super Cache)
  • Choose a fast hosting provider (we recommend HostGator, SiteGround, or our own managed hosting)
  • Minimize plugins and unnecessary code

Test your speed with Google PageSpeed Insights and follow the suggestions.

10. Get Backlinks from Reputable Sources

Backlinks (when other websites link to yours) signal trust and authority to search engines.

How to Build Them:

  • List your site in local business directories
  • Guest post on relevant blogs
  • Ask partners or vendors to link to your site
  • Share your content on social media and encourage engagement

Start small. One or two quality backlinks can go a long way.

Final Thoughts

SEO can feel like a moving target, but for solopreneurs and small business owners, mastering the basics is more than enough to gain visibility and traction.

Start with the steps above:

  • Do your keyword research
  • Use keywords strategically
  • Optimize your images
  • Create sitemaps and submit them
  • Publish content regularly
  • Monitor your progress

With time, consistency, and care, your site will become a powerful tool for attracting and converting the right audience.

Need help optimizing your new website or getting it in front of the right customers? Contact BNA Web Design—we can help you build and optimize a site that works as hard as you do.

You may also like

Previous