SEO is one of those terms that many small business owners feel they should understand, but often don’t have the time, energy, or interest to unpack fully.
It’s usually talked about in technical language, wrapped up in promises of “page one rankings”, or explained in a way that makes it feel more complicated than it needs to be.
The good news is this: SEO doesn’t need to be technical or overwhelming.
At its core, SEO is simply about helping the right people find your website.
What does SEO actually mean?
SEO stands for Search Engine Optimisation.
In plain English, it means setting your website up so search engines like Google can understand what your business offers, and show your website to people who are actively looking for those services.
For example:
- Someone searches “web designer Southern Highlands”
- Someone searches “holiday accommodation South Coast NSW”
- Someone searches “accountant for small business”
SEO helps your website appear as a relevant option in those results.
A relatable way to think about SEO
A helpful way to think about SEO is to imagine Google as a matchmaker. When someone types a question or service into Google, it’s trying to:
- Understand what the person is looking for
- Find websites that clearly match that request
- Show results that are easy to use, trustworthy, and relevant
Your website doesn’t need to be the biggest or flashiest – it just needs to clearly explain what you do and who you do it for.
What SEO is (and what it isn’t)
There’s a lot of outdated advice around SEO, which can make it feel confusing.
Good SEO is about:
- Clear, well-written content
- Logical page structure
- Fast loading pages
- Mobile-friendly design
- Regular updates and maintenance
SEO is not about:
- Stuffing keywords everywhere
- Trying to “trick” Google
- Copying content from other websites
- One-off fixes that magically work forever
If your website is genuinely helpful and easy to understand, you’re already doing a lot of SEO right.
Why SEO matters for business
Even when customers hear about your business through word-of-mouth, referrals, or social media, most will still look you up online before getting in touch.
SEO helps by:
- Making your business easier to discover
- Supporting referrals (“Yes, this looks legit”)
- Building trust before first contact
- Bringing steady website traffic over time
Unlike paid advertising, SEO doesn’t stop working the moment you stop paying. It’s more of a long-term investment that builds gradually.
Real-world example
Imagine two similar businesses offering the same service in the same area.
One website:
- Clearly explains services
- Has location-specific content
- Loads quickly
- Is easy to use on mobile
- Has recent updates and reviews
The other website:
- Is vague about what it offers
- Has outdated content
- Loads slowly
- Is hard to use on a phone
Even without “doing SEO” intentionally, the first website is far more likely to perform better in search results, because it’s simply clearer and more helpful.
SEO and quality content go hand in hand
Search engines rely heavily on content to understand what your website is about. This doesn’t mean you need to blog every week. It means:
- Your main pages clearly explain your services
- Your headings make sense
- Your wording reflects what customers actually search for
Occasional blog posts, FAQs, or updated service pages can all help support SEO over time.
SEO is a long-term approach
SEO isn’t a one-off task you tick off a list. It’s more like maintaining your shopfront:
- Small updates matter
- Outdated information can hurt credibility
- Consistency builds trust
You don’t need to do everything at once. Even small improvements – clearer wording, better structure, updated content – add up over time.
The bottom line
Today, SEO is less about chasing algorithms and more about being:
- Clear
- Consistent
- Helpful
If your website makes sense to real people, it’s far more likely to make sense to search engines too.
You don’t need to become an SEO expert. You just need a website that clearly represents your business and is easy for people to use.