SEO Basics Every Business Should Know

Whether you run a small business, a growing brand, or a service-based company, one thing remains true: your customers rely on search engines to find answers. That means SEO (search engine optimisation) is no longer optional. It is a core part of how businesses today stay discoverable, build trust, and attract the right audience. The good news is you do not need complicated strategies to get started. Understanding the basics already gives your business a decisive advantage.

How search engines work

Before diving into strategies, it helps to understand how search engines decide what to show people. Search engines like Google go through three main steps:

• Crawling – discovering pages across the web

• Indexing – understanding and storing page information

• Ranking – displaying results in order of relevance and quality
  
  

Google considers hundreds of factors, but the foundation is simple: show users the most helpful and trustworthy content for their query. Its official guide clearly explains the search process. Referencing the guide helps businesses understand why quality content, structure, and user experience matter.

Keywords are the words or phrases your customers type into the search engine. Choosing the right ones helps your business appear in searches that reflect what people genuinely want. For small businesses, this step is the foundation of any effective SEO plan.

There are three common keyword intent types to know:

• Informational – customers looking for answers (“what is…”, “how to…”)

• Commercial – customers comparing solutions (“best…”, “top…”, “reviews”)

• Transactional – customers ready to act (“buy…”, “near me…”, “pricing”)
  
  

Understanding intent ensures you are not just targeting traffic, you are targeting the right traffic. A simple, practical method for small businesses includes:

• Using Google Keyword Planner and Google Trends to find popular searches

• Checking AnswerThePublic for common questions customers ask

• Exploring competitor keywords using professional tools such as SEMrush, Ahrefs, or Moz Keyword Explorer

• Choosing keywords with a realistic balance of search volume, relevance, and competition
  
  

Start small by selecting a handful of keywords closely related to what you offer, then build your content around them with clarity.

If you want help identifying your keywords, mapping them to your pages, and tracking performance over time, WeThink Lab’s SEO & Analytics service offers keyword research, content recommendations, and monthly insights to support more intelligent decisions.

Start with the right keywords

On-page SEO refers to optimising individual pages so both your audience and search engines understand them clearly.

Here are the essentials:

✓ Write clear titles and meta descriptions

Your page title should tell both users and search engines exactly what the page is about. It should include your primary keyword naturally and avoid jargon. A strong meta description summarises the page in one or two sentences, giving users a reason to click. While meta descriptions are not a direct ranking factor, they influence click-through rates, an important signal of relevance.

✓ Use structured headings

Headings (H1, H2, H3) break your content into clear sections, making it easier for users to scan and for search engines to understand context. The H1 should be your main topic, the H2s divide key ideas, and the H3s support the details within those ideas.

This structure improves readability and helps search engines interpret your content’s hierarchy, especially when answering common customer questions or appearing in featured snippets.

✓ Answer user questions directly

Google prioritises content that genuinely addresses what people want to know. Instead of circling a topic, give clear, straightforward answers first, then offer deeper context. This is especially effective for ranking in “People Also Ask” results.

This approach reduces bounce rates and increases time on page, a positive engagement signal for SEO.

✓ Add internal links

Internal linking helps both your users and your website ecosystem

For users: It directs them to related content, improving navigation and encouraging deeper exploration.
For search engines: It clarifies the relationship between your pages and distributes authority throughout your site.

Strong internal linking helps create a connected experience and strengthens your SEO foundation.

✓ Optimise images

Use descriptive file names and alt text so search engines can “read” visuals. These minor fixes add up to a more substantial user experience, which search engines value highly.

What is On-Page SEO?

Technical SEO sounds intimidating, but most of the basics revolve around giving users a smooth experience.

✓ Mobile-friendly design

Google prioritises mobile-first indexing because most users browse on mobile. If your website is challenging to use on mobile (tiny text, misaligned images, overlapping elements), your visibility will suffer. Check your pages using Google’s Mobile-Friendly Test (within Search Console) to evaluate your website health.

✓ Fast loading speed

Speed is one of the strongest indicators of good user experience. Slow websites increase bounce rates because customers leave when a page takes too long to load. Search engines know this and factor speed heavily into rankings.

Key improvements include:

• Compressing images

• Using next-gen image formats like WebP

• Removing unused scripts and plugins

• Reducing heavy elements like auto-play videos

• Enabling browser caching
  
  

Tools like Google PageSpeed Insights and GTmetrix provide clear recommendations to improve loading performance.

✓ Secure browsing (HTTPS)

Security is essential for customer trust and SEO. Websites using HTTPS encrypt user data, which is especially important for online forms, logins, and payment pages.

Google labels HTTP sites as “Not Secure,” which can discourage users before they even start browsing.

Set up SSL certificates through your hosting provider, they are often free or low-cost. Once installed, ensure all pages redirect from HTTP to HTTPS to avoid duplicate content issues.

✓ Clean URLs

Your URLs should be short, descriptive, and easy for users (and search engines) to interpret.

Good URLs help search engines understand your page's topic and increase the likelihood of appearing in relevant search results. Avoid unnecessary parameters and keep keywords natural—not forced.

❌ /p=19834/product123
✅ /jewellery-care-guide

✓ Use Google Search Console

Google Search Console is a free tool that gives you a direct line of communication with Google. It highlights indexing issues, keywords you rank for, mobile errors, broken links, and more.

For small businesses, it is invaluable because it tells you exactly what needs fixing.
Some tasks include:

• Submitting your sitemap

• Identifying pages that aren’t indexed

• Fixing crawl issues

• Monitoring click-through rates

• Checking coverage reports
  

This tool helps you prioritise improvements that have the biggest impact on visibility.

What is Technical SEO?

If your business has a physical location or serves specific neighbourhoods, local SEO can drive highly targeted customers.

Here’s what to focus on:

✓ Optimise your Google Business Profile

Your GBP listing is often the first thing customers see in local search results. A well-optimised profile increases discovery, builds trust, and helps your business appear in Google Maps.

Add accurate business information, opening hours, services, and images to help Google evaluate your business and determine its relevance and reputation.

✓ Keep your NAP (Name, Address, Phone) consistent

NAP stands for Name, Address, Phone Number.
Search engines verify local legitimacy by checking whether your business details match across:

• Your website

• Google Business Profile

• Social media pages

• Local directories

• Industry platforms
  
  

Even minor discrepancies like variations in your address format can dilute local ranking strength. Consistency improves trust signals and helps search engines confirm your location.

✓ Use location-based keywords

Local searches are often intent-driven, such as: “florist in Tiong Bahru,” “SG web designer,” and “near me” searches. Integrating relevant location terms into your pages naturally helps search engines match you with users searching nearby.

✓ Collect authentic customer reviews

Reviews influence both ranking and conversions. Businesses with frequent, high-quality reviews tend to appear higher in the local pack (the box of three shown companies on Google Maps results).

Most importantly, respond to reviews—positive or negative. It shows your business is active, engaged, and customer-focused.

SEO does not need to be complex. With the right keywords, a solid on-page structure, and a healthy technical foundation, your business can reach customers already searching for what you offer. These basics create the clarity and discoverability every small business needs.

If you want help mapping your keywords, improving your content, or setting up SEO foundations, WeThink Lab can support you with clear, practical guidance. Chat with us to understand more about our service.

What is Local SEO?

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