Written by Meghan Jobson, Nine10 Inc
Let’s be honest—being online doesn’t mean much if nobody can find you. That’s where SEO, or Search Engine Optimization, steps in. Think of it as your website’s way of raising its hand and saying, “Pick me!” every time someone types a search into Google.
But SEO isn’t about tricking the system. It’s about helping search engines understand what your business is about—and making sure you’re the one showing up when your ideal customer is looking.
Here’s how to make that happen.
What SEO Really Means Today
SEO is the strategy behind showing up in search results without paying for ads. It’s how your content, pages, and brand get noticed in the endless scroll of Google, Bing, or whatever search engine your audience uses. It involves everything from writing helpful content to ensuring your website loads quickly and works well on phones.
At its heart, SEO is about two things:
- Making your site easy for search engines to understand.
- Making your content genuinely useful to the people searching for it.
What Shows Up in Google—and Why It Matters
When someone Googles something, they’re not just seeing a list of links. They’re looking at a blend of:
- Paid Ads (businesses that bid for keywords)
- Local Listings (Google Business profiles, especially for local services)
- Organic Results (what SEO influences most)
The goal? Show up in the organic section—and for local businesses, also in that valuable local map pack. That’s where good SEO shines.
The E-E-A-T Factor: What Google Looks For
Google doesn’t randomly rank pages. It uses a framework called E-E-A-T, which stands for:
- Experience: Do you know what you’re talking about from firsthand involvement?
- Expertise: Are you qualified to be offering this info?
- Authoritativeness: Do others reference you or link to your work?
- Trustworthiness: Is your site secure, accurate, and reliable?
The more you demonstrate these qualities, the more Google will trust your content.
On-Site SEO: Get Your House in Order
Before worrying about the outside world, your website needs to be buttoned up. Start with these essentials:
- Fast Load Times: Slow sites lose rankings and customers.
- Mobile-First Design: Your site should look and work great on phones.
- Clean URLs and Navigation: Make it easy for users and search engines to find what they need.
- Keywords That Work: Use the terms your audience is actually searching for—in headlines, text, image alt tags, and even URLs.
- Page Titles & Meta Descriptions: These are your ad copy in search results. Make them count.
Know Your Keywords (and How People Search)
Good SEO starts with understanding what your audience types into Google. It’s not just guessing—it’s research.
- Primary Keywords: Broad terms like “hair salon” or “plumbing services”.
- Secondary Keywords: Support terms, such as “bridal hair stylist” or “emergency plumbing”.
- Tertiary Keywords: Specific phrases like “best eco-friendly hair salon in Edmonton”.
Use a mix of these to cover different intent and capture more search opportunities.
Google Business Profile: Your Local SEO MVP
If you’re a local business, your Google Business Profile is often the first impression someone gets. Here’s how to optimize it:
- Claim and verify your listing
- Fill out every section (hours, services, location, photos, etc.)
- Use keywords naturally in your description and service list
- Post updates, promos, or news to show you’re activ
Meta Descriptions & Alt Text: Small But Mighty
These bits may seem minor, but they pack a punch.
- Meta Descriptions help convince users to click. Make them clear, helpful, and keyword-rich.
- Alt Text helps both accessibility and SEO. Describe your images in simple, relevant language that supports your content.
User Experience is SEO
A sleek website isn’t just good design—it’s good SEO. Google measures how people interact with your site. If they bounce fast, you drop fast.
To improve user experience:
- Use intuitive navigation
- Keep content scannable with headers and short paragraphs
- Add engaging visuals and interactive elements
- Make buttons clear and calls-to-action obvious
Off-Site SEO: Building Trust Beyond Your Website
What others say about you matters. Off-site SEO helps you build digital credibility.
- Backlinks: Links from other trustworthy sites to yours are like votes of confidence.
- Mentions: Your brand showing up in online conversations—even without a link—builds authority.
- Guest Posts: Writing for other sites helps you reach new audiences and earn links.
- Social Signals: Engagement on social media can send traffic and reinforce brand awareness.
TLDR – Here’s What To Focus On
- Make your website fast, mobile-friendly, and keyword-smart.
- Set up and optimize your Google Business Profile.
- Understand what your customers are searching for—and speak their language.
- Build trust, both on and off your site.
- Keep learning—SEO is always evolving.
Want better rankings? Start by being genuinely helpful. SEO rewards sites that put people first. So if your content solves problems, your site runs smoothly, and your online presence is consistent—you’re on the right path.
