So, is SEO still worth it for small businesses in 2025? That’s like asking if people are still turning to the internet when they need answers.
Your ideal clients are out there searching. You just need to make sure they can find you. Here are 8 ways to play to your strengths, stand out from bigger brands, and attract clients who are ready to hire.
Jump To:
Over the past few years, keeping up with Google has felt like a game of whack-a-mole.
Each time Google roles out a new update, I pick up that sticky, duct-tape covered mallet and prepare myself for a new round.
With updates shaking things up and big brands constantly front and center, it’s easy to feel like organic search visibility is slipping further out of reach for the likes of me and you.
And yet, here we are. Why?
Because when people have a problem, they head straight to Google for answers.
They’re looking for real, practical solutions—and we want to be that solution.
Even with the constant changes, people are still searching, still in need of our services, our expertise, and the personalized support that big brands can’t always provide.
Instead of drowning our sorrows in an hour of doom scrolling, let’s focus on what we can control to make sure we’re the answer clients are finding. Let’s MAXIMIZE the advantages we have over large businesses.
SEO—Search Engine Optimization—is very much alive for small businesses.
Here are 8 ways to make it work for yours.
1) Lean into Local SEO
When people need a service, they’re on Google searching for it. And chances are? They’re looking for a service near them.
Whether it’s “pelvic floor physical therapist” or “postpartum personal trainer in [city name],” local SEO helps capture searches with direct intent to find and hire.
Small businesses have an edge here.
Local SEO isn’t about competing with global giants; it’s about being the best choice for the person right down the street.
By optimizing locally, you can increase the odds of showing up for these highly targeted searches without needing a massive digital footprint.
SEO Action Steps:
- Claim and Optimize Your Google Business Profile
Make sure every bit of your information, address, phone number, hours, and services is up to date. This simple step alone can dramatically improve your local visibility. - Use Local Keywords
Incorporate city names or neighborhood descriptors into your website copy, page titles, and meta descriptions. These help Google’s algorithm connect your business to local search queries. - Build Local Backlinks
Links from local sites like community directories, chamber of commerce pages, or neighborhood blogs can help establish your presence in your area.
ProTip: Encourage clients to leave you Google reviews, and make it a habit to respond.
Google notices this engagement, and future clients will too. It’s one of the simplest yet most effective ways to build credibility and trust in your local area.
By leaning into local SEO, you’re not just putting your business on the map; you’re making sure you’re top of mind when nearby clients need exactly what you offer.
2) Build Trust: Show Your Face, Offer The Best Service, Use Reviews
When you’re up against big brands, trust becomes your not-so-secret weapon.
Large companies might rely on name recognition, but small businesses can offer something more personal, a sense of connection and authenticity that clients value.
Why The "Know, Like And Trust Factor" Matters For SEO
Clients aren’t just seeking services; they want to feel seen and understood.
A personal touch and genuine engagement build trust that’s hard for faceless brands to match.
And while some trust-building practices, like gathering reviews, also support local SEO goals, the real benefit runs deeper.
Reviews aren’t just about visibility; they’re a window into how clients experience your work, establishing credibility and shortcutting the path to “know, like and trust”.
SEO Action Steps:
- Add Personal Photos and Videos
Include a few behind-the-scenes photos or a short intro video on your website. It’s an easy way for potential clients to connect with the person behind the business before reaching out. - Encourage Reviews on Google, Yelp, and More
When clients are happy with your work, ask if they’d be willing to share a review. Their words help future clients feel confident that you deliver what you promise. - Thoughtfully Respond to Reviews
Every review, whether positive or constructive, is a chance to show that you’re present and engaged. Thank clients for their feedback and address any concerns transparently. It shows that you’re listening.
ProTip: Feature client testimonials on your website.
Including names and locations (with permission) gives your testimonials added credibility (and local keywords!), reinforcing that real people have trusted your services before.
Each thoughtful interaction, whether through a response, a personal detail, or a review, builds trust that makes you memorable.
And for clients searching for reliability and connection, trust is often the deciding factor.
3) Use More Specific, "Long-Tail" Keywords
Small businesses generally can’t compete on broad, generic search terms.
Instead, you’ll see more success by focusing on long-tail SEO keywords, those more specific phrases people use when they know exactly what they’re looking for.
These keywords often have lower search volume but carry higher intent, attracting clients who are closer to booking a service or making a decision.
Why Long-Tail SEO Keywords Work
For small businesses, broad keywords like “personal trainer” or “physical therapist” pit you against large brands.
But specific phrases like “postpartum fitness coach in [city]” or “pelvic floor therapy for runners” are easier to rank for and more likely to attract clients who need exactly what you offer.
By speaking directly to specific needs, you’re more visible to the clients ready to act.
SEO Action Steps:
- Find Your Long-Tail Keywords
Think about the unique services or specific expertise you offer, and consider what clients might search to find you. - Incorporate Keywords Naturally
Use your focus keywords in page titles, meta descriptions, blog posts, and service descriptions, but always make readability a priority. - Create Content That Answers Client Questions:
Blog posts, FAQs, and service pages are great places to address specific questions clients may have, naturally incorporating long-tail keywords in a way that feels organic.
ProTip: When brainstorming SEO keywords, think in terms of problems rather than solutions.
What issues do clients have that lead them to seek your services?
Addressing these directly helps attract clients actively seeking answers, not just information.
4) Focus Lower In Your Marketing Funnel
A lot of small businesses waste time chasing keywords that will never bring in paying clients.
Big brands dominate searches like “best brand messaging tips” or “how to write a sales page,” and honestly, they can have them.
Small businesses don’t need to compete at the top of the funnel.
The real wins happen lower in the funnel, where people aren’t just looking for information, they’re looking for someone to help them right now.
Why Transactional Keywords Matter
Informational keywords get clicks, but they don’t always lead to sales. Transactional searches attract people who aren’t just researching; they’re looking for a service provider.
A brand strategist doesn’t need to rank for “how to build a brand.” But “brand strategy for service providers” or “help with brand messaging” attracts people who are actively looking for professional support.
A copywriter won’t outrank HubSpot for “how to write website copy,” but “website copywriter for therapists” or “sales page copywriting services” puts them in front of the right audience.
These searches happen when someone is ready to hire, not just gather ideas.
SEO Action Steps:
- Look for searches that signal “I need help.”
Instead of trying to rank for broad topics, focus on the specific services people look for when they’re making a decision. - Make sure your service pages are doing the work.
Your homepage, service pages, and about page should be optimized for these searches. These are the pages that turn visitors into clients, so make sure they clearly explain who you help and what you do. - Use action-driven meta titles and descriptions.
Instead of “SEO Coaching | Business Name,” try “Book an SEO Coaching Session for Your Website.” Instead of “Copywriting Services,” go with “Hire a Copywriter for Your Service-Based Business.”
ProTip: If clients keep asking the same questions before hiring you, use that to your advantage.
Answering these questions on your website (–> often in your blog!) helps guide them toward choosing you.
5) Be Your Own Hype Woman: Increase Your Visibility Beyond Your Website
Google favors businesses that show up in more than one place.
If your only presence is your website, you’re making it harder for both Google and potential clients to connect the dots.
When your name pops up on podcasts, in guest articles, or in industry directories, it signals that you’re legit, established, and someone worth paying attention to.
Plus, the more ways people can find you, the easier it is for them to take the next step.
Why a Broader Online Presence Helps
Your website isn’t the first place most people will come across your business.
They might hear your name on a podcast, see a post you wrote on LinkedIn, or find an interview in an industry publication.
The more places your business appears, the more familiar your name becomes, and the easier it is for people to remember and trust you.
Google also picks up on these signals. Mentions, backlinks, and branded searches tell Google that people are paying attention, which can help with search rankings and visibility.
SEO Action Steps:
- Get listed in the right places.
Industry directories, guest features, and podcast interviews build credibility. If someone Googles you, they should see more than just your website. - Send traffic back to your site.
Every time you create content, whether it’s a LinkedIn post, an email, or a podcast appearance, give people a reason to visit your website. - Repurpose your content.
A blog post can become an email, a LinkedIn article, or a guest post. You don’t have to keep creating from scratch, just use what you already have in more places.
ProTip: If your name isn’t getting searched much yet, make it easy for people to remember you.
Use the same bio, tagline, and messaging everywhere so that when someone sees your name, they immediately associate it with what you do.
A stronger online presence makes it easier for people to find you, trust you, and take action when they’re ready.
6) OWN Your Expertise
Small businesses don’t need to be the best at everything to stand out.
In fact, trying to cover too many topics actually makes it harder to rank in search results.
Google prioritizes websites that go deep on a subject, not ones that skim the surface of a dozen different things.
The more focused your content is, the more credible you look, both to search engines and to searchers.
Why "Topical Authority" Is Essential
Google wants to send people to the best source for a topic.
A business with multiple in-depth pages on a subject looks like an expert. A business that dabbles in everything looks like it’s guessing.
Building topical authority helps establish trust with both Google and potential clients.
The more consistently you create content around a focused subject, the easier it is to be seen as the go-to resource.
The clearer your focus, the easier it is for people (and search engines) to trust that you know what you’re doing.
SEO Action Steps:
- Stick to a core set of topics.
If your content is all over the place, Google (and your audience) won’t know what you actually do. Define the 3-5 areas that align with your services and own them. - Go deep instead of wide.
Instead of surface-level content, create detailed, specific resources that answer common questions or explain key concepts. - Link your content together.
Internal links between related topics help Google understand the scope of your expertise and it helps readers explore your website.
ProTip: Refreshing and expanding older content can be just as powerful as creating new content.
If you already have great blog posts or pages that fit your expertise, update them to make them even stronger.
Add new insights, link to other related content, and show Google that your expertise isn’t static.
7) Do the SEO Basics Well
A lot of small business websites struggle with visibility not because Google is out to get them, but because of simple, fixable issues like slow site speed, missing meta descriptions, broken links, or confusing navigation.
Look, big brands can get away with a lot.
They have name recognition, massive backlink profiles, and people searching for them directly.
We don’t have that luxury, which means the SEO basics actually matter.
If your website is hard to use, search engines (and searchers) won’t waste time trying to figure it out.
You don’t need fancy SEO tricks.
You just need to get the fundamentals right and remove the barriers that keep your website from showing up.
SEO Action Steps:
- Make sure your site loads fast.
A slow page load speed can push you down in rankings and frustrate visitors. Run your site through Google’s PageSpeed Insights and fix any major speed issues. - Check your site on mobile.
Google prioritizes mobile-friendly sites, and if yours is clunky or hard to navigate, you’ll lose rankings (and clients). - Write clear SEO titles and meta descriptions.
These tell Google (and searchers) what your page is about. Instead of “Home | Business Name,” make it “Brand Strategy for Service-Based Businesses | Business Name.” - Fix broken links and messy URLs.
Broken pages and confusing URLs don’t just hurt SEO, they make for a frustrating user experience. - Submit your site to Google Search Console.
If Google can’t crawl and index your pages properly, they won’t show up in search. Setting up Search Console gives you direct insight into how your site is performing.
ProTip: If you’re not sure where to start, run your site through a free SEO audit tool like Ubersuggest.
Even fixing a few basic issues can make a noticeable difference.
8) Lastly: Be Patient
SEO isn’t instant, and for small businesses, it can take even longer to see results.
Without the built-in advantages that big brands have, like high search volume for their name, tons of backlinks, and an established history in Google’s index, your website has to put in the work before it starts gaining traction.
This doesn’t mean SEO isn’t worth it. It means you have to play the long game.
Even if you’re doing everything right—publishing great content, optimizing your pages, and getting quality backlinks—it can take months before you see significant movement in keyword rankings.
This is where most small business owners get frustrated and give up too soon.
They expect SEO to be a quick fix, and when it isn’t, they assume it’s not working.
The businesses that do succeed are the ones that stay consistent, keep refining their strategy, and trust the process.
SEO Action Steps:
- Track SEO progress, but don’t obsess.
SEO results don’t happen overnight. Instead of checking Google rankings every day, look for trends over time. Are your impressions increasing? Are more people clicking through to your site? Small wins add up. - Keep publishing and optimizing.
Google rewards fresh, relevant content. Updating old content, improving internal linking, and continuing to build topical authority all help strengthen your site over time. - Diversify where your traffic comes from.
SEO should be part of your strategy, not your only strategy. Share your content in newsletters, on LinkedIn, or in relevant communities to drive traffic while your rankings grow.
ProTip: If SEO feels slow, remember why you’re doing it.
Unlike social media, where visibility disappears the second you stop posting, SEO builds momentum.
Every page you optimize, every post you publish, and every backlink you earn works for you long after the initial effort.
Showing up in search takes time, but the businesses that stick with it are the ones that win in the long run.
Is SEO Still Worth It for Small Businesses? Yes!
SEO for small businesses takes strategy, consistency, and patience.
You don’t have the advantages of a big brand, but that doesn’t mean you can’t compete.
People are still searching. Clients still need your services. And people want to support small businesses.
And when you focus on the right SEO efforts—local optimization, trust-building, strategic keywords, and a solid website—you can get found without relying on social media or paid ads.
The key is working smarter, not harder.
Instead of guessing what Google wants, set up the foundational pieces that actually move the needle.
If you’re ready to take the guesswork out of SEO, the SEO Kickstart Kit will walk you through exactly where to start.
Inside, you’ll get:
✅ A step-by-step breakdown of the SEO basics that actually matter
✅ A keyword research framework to attract clients who are already looking for what you offer
✅ On-page optimization tips to make sure your content is set up for search
Skip the trial and error and start focusing on what works:
