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The Small Business Guide to On-Page SEO That Actually Works

  • Writer: Maria Maurer
    Maria Maurer
  • Aug 9
  • 4 min read
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Running a small business is a whirlwind. You're juggling a thousand things, and sometimes, the world of online marketing can feel like another language entirely. But you don't need a massive budget or a dedicated tech team to make a real difference in how your business appears online. That's where on-page SEO comes in.


On-page SEO refers to all the optimizations you can make directly on your website pages to help them rank higher in search engines like Google. Think of it as making your website super friendly and easy for both search engines and potential customers to understand. It's a crucial part of effective small business marketing, and often, it's the first step to getting noticed.


Ready to demystify On-page SEO and put it to work for your business? Let's dive in!


What is on-page SEO and why does it matter for small businesses?


Simply put, On-Page SEO is about optimizing individual web pages to rank higher and earn more relevant traffic in search results. It involves strategically placing keywords, optimizing content, and ensuring your site's technical elements are in order.


For a small business, this isn't just about showing up. It's about showing up for the right people. When someone searches for "best coffee shop near me" or "marketing services Kitchener-Waterloo," you want your business to be one of the first they see. Without solid On-page SEO, even the best products or services can get lost in the digital noise.


Keyword research is your digital compass


The cornerstone of any successful local SEO strategy is a fully optimized and maintained Google Business Profile. This free tool from Google is your virtual storefront on Google Search and Maps.


Before you write a single word, you need to know what words your potential customers are actually typing into Google. This is keyword research.


  • Think like your customer: What problems do they have? What solutions are they looking for?

  • Go local: If you're a local business, always include location-specific keywords (e.g., "bakery Guelph," "accountant Mississauga"). This is especially vital if you're targeting customers within a specific region, perhaps looking for "SEO Ontario" services or a local restaurant.

  • Look for long-tail keywords: These are longer, more specific phrases (e.g., "affordable custom t-shirts for small businesses" instead of just "t-shirts"). They have less competition and often indicate higher intent from the searcher.

  • Use simple tools: Google Autocomplete, "People also ask" sections, and related searches at the bottom of Google's results pages are free and fantastic starting points.


Choose one primary keyword for each page you're optimizing and a few secondary, related keywords.


Crafting compelling content without over stuffing


Once you have your keywords, it's time to create content that's genuinely helpful, informative, and engaging for your audience.


  • Quality is king: Google prioritizes content that provides real value. Don't just stuff keywords; write naturally and focus on answering your audience's questions or solving their problems.

  • Natural keyword integration: Weave your primary and secondary keywords naturally into your content. They should fit seamlessly into sentences, not stick out like a sore thumb.

  • Word count matters (but not always): While longer content often ranks better, focus on thoroughness and quality over hitting an arbitrary word count. If you can answer the question concisely, do it.


Optimizing your page elements


Now, let's look at the specific parts of your web page that need attention.


  • Title tags (<title>): This is the clickable headline in search results.

    • Include your primary keyword near the beginning.

    • Keep it concise (around 50-60 characters) so it doesn't get cut off.

    • Make it compelling – it's your first impression!

  • Meta descriptions This is the short summary under the title tag in search results.

    • While not a direct ranking factor, a well-written meta description significantly boosts click-through rates.

    • Include your primary keyword and a clear call to action

    • Keep it around 150-160 characters.

  • Header tags (H1, H2, H3, etc.): These organize your content and make it scannable.

    • Use one H1 tag per page, ideally including your primary keyword.

    • Use H2, H3, etc., to break up your content into logical sections and introduce sub-topics. Incorporate secondary keywords here.

    • Image optimization: Images make your site visually appealing, but they need to be optimized.

    • File names: Use descriptive, keyword-rich file names (e.g., `best-pizza-toronto.jpg` instead of `IMG001.jpg`).

    • Alt text: Provide descriptive "alt text" for every image. This helps search engines understand what the image is about and improves accessibility for visually impaired users.

    • Compress images: Large image files slow down your website, which is bad for SEO and user experience. Use tools to compress images without losing quality.

  • URL structure: Keep your URLs clean, descriptive, and easy to understand.

  • Internal Linking: Link to other relevant pages within your own website.

    • This helps search engines discover your content and passes "link juice" between pages, improving overall site authority. It also keeps users engaged on your site longer.


Conclusion: Consistent effort, real results


On-page SEO isn't a one-and-done task, it's an ongoing process. By consistently implementing these strategies, you'll make your website more visible, attract more relevant visitors, and ultimately, grow your small business.


Don't let the technical jargon intimidate you. Focus on creating valuable content and optimizing the key elements we've discussed. Even small improvements can lead to gains in your online presence. If all of this still feels overwhelming, remember that an experienced marketing agency can help navigate these complexities and build a comprehensive small business marketing strategy tailored to your unique needs. Start small, be consistent, and watch your business climb those search rankings!


Looking for help with SEO in Ontario as part of your marketing plan? Book a free consultation with MORE TO COME Business Services, an easy and affordable marketing agency for growing small businesses in Canada.



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