Most SEO advice tells you the same things everyone else is saying. But we talked to our head of SEO Strategy, David Krauter, who shared what's really happening with local search and AI. Plus, we'll cover the basics and technical foundations you need to know to get started.
Here's what small businesses need to know about SEO that actually works.
Local SEO Strategies Any Small Business Owner Can Do
If you serve customers in a specific area, local SEO is your biggest opportunity. And it's getting stronger, not weaker.
Using Google Business to its fullest extent
Google Business Profile is free and shows up in both regular search results and Google Maps. When people search for local businesses, your profile often appears before your website does.
Set it up properly:
- Complete every section
- Add photos of your business
- List your services
- Post regular updates
- Respond to reviews
Keep your name, address, and phone number exactly the same everywhere online. Inconsistent information confuses Google.
Building brand consistency across the internet
In our interview with David, he explained something that most businesses miss: "I want to lock my brand across the internet. So I want to make sure that my business, my website represents my brand - here's who we are and what we do."
This goes beyond just your contact information. Your brand message needs to be the same everywhere:
Start with your website. Make it clear who you are, what you do, and who you serve. You may hear this referred to as the "source context" - your website should clearly state what type of company you are, what kind of customers you work with, and what areas you serve.
Then replicate that message everywhere else:
- Facebook profile
- Instagram bio
- Twitter/X profile
- Google Business Profile
- Business directories (Yellow Pages, True Local, Hot Frog)
- Apple Maps and Bing Maps
"Google starts to see the same message. This is who they are, this is what they do, this is who they serve in these areas," according to David.
Why this matters: Many businesses change over time. You might have started as just a plumber but now offer heating and cooling too. Or you started serving one city but now cover three counties. If your old messaging is still out there, Google gets confused about what you actually do.
At WTS, our team always checks this first. Ask yourself, are you still doing the same thing you did when you first did SEO? Because if not, we've got to adjust that message, let Google know who you are, what you do, and where you do it.
This brand consistency work is foundational. Fix this before you worry about advanced SEO tactics.
Getting reviews without being annoying
Ask happy customers for reviews. But do it right:
- Ask in person or right after a good experience
- Send a follow-up email with direct links
- Make it easy - provide the exact link to your Google listing
- Respond to all reviews, good and bad
As tempting as it may be, don't buy fake reviews. Google spots them and will penalise you.
Improving on-page SEO essentials
This means optimising the pages on your website using keyword research and by considering the user experience. Key things to fix:
- Title tags - The clickable headline in search results
- Meta descriptions - The text snippet under your title
- Headers - Use H1, H2, H3 tags to organise your content
- URL structure - Keep URLs short and descriptive
Page speed - Slow sites rank worse and lose customers
Create Content That Builds Authority and Trust
Google now judges content based on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. The first E - Experience - is a relatively new factor, but it's quickly becoming crucial in Google's search results.
Your customers know things AI doesn't
Our team does something most marketers don't: we talk to actual customers.
We jump on phone calls with our client's customers and we talk to them. We understand stuff that AI just can't understand because it can't pick up the phone and talk to real people.
This matters more than you might think. When you know what frustrates your customers, you can write content that solves their real problems. AI can't do this because it doesn't talk to people.
Every time we have tested AI content against human-written content, human content won in the search engine results and data performance every time. AI has gotten better, but it still doesn't understand local frustrations.
How to create content that ranks
Focus on real problems your customers have:
- Answer questions they ask you repeatedly
- Write how-to guides for your industry
- Share case studies with actual results
- Explain complex topics in simple terms
Make sure your content shows first-hand experience. Don't just repeat what everyone else says.
Different types of searches need different content
Not all searches are the same. Google sees three main types of 'search intent':
- Informational - "How to fix a leaky faucet"
- Navigational - "Home Depot near me"
- Transactional - "Buy pipe wrench online"
Create content for each type. Informational content builds trust. Transactional content drives sales. Navigational gets them to your door.
Building topic clusters
Don't just write random blog posts and attract random website traffic. Create content clusters around main topics to increase your online visibility for potential customers you actually care about. This can be as complicated or as simple as you like, but to break it down in basic terms -
For a plumbing business:
- Main topic: Emergency plumbing
- Related content: Burst pipes, water heater repairs, drain cleaning
- Link them all together
This shows Google you're an authority on the whole topic, providing helpful content on a wide range of search queries. This is one of the most effective SEO strategies we use to bring long term power to your site.
Building Links That Matter
Links from other websites tell Google your site is trustworthy and can (sometimes) help you to climb the search rankings quicker than SEO content. But not all links are equal.
Focus on local links:
- Local business directories
- Chamber of Commerce
- Local news sites
- Community organisations
- Industry associations in your area
Create content other local businesses want to link to:
- Local market reports
- Community event coverage
- Local business spotlights
- Industry insights specific to your area
Again, another quick fix that is tempting, but don't buy links. Google penalises this and it's not worth the risk.
Tip: Don't neglect the quality of your own internal links
How you link between pages on your own site matters. It helps Google understand what's important and keeps visitors engaged.
Create a hub-and-spoke model:
- Main service pages as hubs
- Related blog posts as spokes
- Link spokes to hubs and each other
Use descriptive anchor text. Instead of "click here," use "emergency plumbing services" or "water heater repair guide."
The Technical Stuff You Need to Get Right
Before any SEO strategy really begins to gain momentum, you need the technical basics right. This is where most small businesses fail.
Mobile-first is now everything
Google now uses your mobile site to decide your rankings. Not your desktop site. Your mobile site.
This changes everything. Over 70% of websites are reportedly now indexed mobile-first, but by the time you're reading this article - it is likely already closer to 100%. However the numbers go - if your mobile site is broken, you won't rank.
What you need:
- Design that works on all screen sizes
- Fast loading - According to Google itself, 53% of users leave sites that take more than 3 seconds
- Easy navigation on small screens
- Same content as your desktop site
Test your site on your phone right now. If it's hard to use or slow, fix that first.
Page speed affects your bottom line
Page speed isn't just about rankings. It's about money. A one-second delay in mobile load time causes a drop in conversions - up to and potentially over 20%.
Quick wins for speed:
- Compress your images
- Use a content delivery network (CDN)
- Remove unnecessary plugins
- Choose better hosting
Use Google's PageSpeed Insights to see what's slowing you down.
Schema markup: Most businesses skip this (but they really shouldn't)
Schema markup is code you add to your website that helps Google understand what your business actually does. It creates rich snippets - those enhanced search results with star ratings, hours, and phone numbers.
The results can be significant. Studies show that rich snippets can drive 20-40% more traffic than regular search results. In specific case studies, some companies have seen dramatic improvements - like SAP with a 400% growth in clicks from rich results, though results vary widely depending on implementation and industry.
For local businesses, use these schema types:
- LocalBusiness - Your name, address, phone, hours
- Organization - Your logo, social profiles, contact info
- Review - Customer ratings and reviews
- BreadcrumbList - Site navigation structure
You can generate schema markup using Google's Structured Data Markup Helper. It's free and you don't need to be technical.
How to Use AI Without Losing Your Edge
Our approach is simple: Don't expect AI to do the job. It just helps us do things faster, better, more efficient.
Use AI to:
- Speed up research
- Create content outlines
- Generate ideas
- Write first drafts (that you heavily edit)
Don't use AI for:
- Final content without human review
- Local market insights
- Customer-specific advice
- Technical explanations in your field
AI is actually making local SEO more valuable
Here's where our real-time testing reveals something most people don't know. AI is actually making local SEO more valuable.
People think ChatGPT will kill SEO. But our tests show something different.
"We asked ChatGPT for the 10 best local businesses in a category, and six out of those ten businesses didn't even exist anymore," David said.
AI gets basic facts wrong about local businesses. It gives outdated information. Sometimes it just makes things up.
This creates a huge opportunity for local businesses. While AI handles general questions pretty well, it fails at local search. And that's where most small businesses compete. Google Business Profiles become more important as people will rely on them more for local information.
What Google's AI Changes Mean for You
Now here's where most SEO advice falls short. AI is changing search, but not how most people think.
Google has already added AI overviews to search results. More changes are coming on an almost daily basis.
What we're seeing right now isn't what we're going to see in six months time. But this actually helps local businesses. Only 7% of searches trigger AI overviews. And when they do, 50-85% of the sources cited appear in the top 10 organic results.
According to David, "local is becoming much more powerful because it's going to be hard to replace that unless AI invests heavily into making local information more accurate."
Focus on ranking in the top 10 for your local terms. That's where AI will pull information from.
Preparing for voice search
You will find a lot of articles out there guesstimating the percentage of voice search, and while we can't join in with a definitive number - we can say this - voice search is growing, and changing the landscape of online marketing.
Voice searches require:
- Longer phrases (think long-tail keywords)
- Question format
- Conversational tone
Optimise for voice by:
- Creating FAQ pages
- Using natural language
- Answering specific questions
- Including location information in your content
The One SEO Tool to Rule Them All
Forget expensive SEO tools for now. David was clear about what matters most: Google Search Console.
"Using the data from your website to make educated decisions - it is literally the most used tool we use in-house and for our clients."
WTS uses expensive tools like SEMrush and Ahrefs. But Search Console data is more valuable for small business SEO because it shows what's actually happening on your site.
"The data you get from your own site is priceless. You'll know whether you're hitting the intent, you'll know what type of keywords people are searching."
Search Console shows you:
- Which pages get the most traffic
- What people search for to find you
- Which pages have technical problems
- How your site performs on mobile
Search Console is free. Set it up today if you haven't already.
Your Complete SEO Action Plan
TLDR? Start with these steps in order (or give us a call and we'll do it for you!)
Week 1: Get the basics right
- Set up Google Search Console
- Claim and optimise your Google Business Profile
- Test your site on mobile - fix any issues
- Check your site speed with PageSpeed Insights
Week 2: Add the technical stuff
5. Add LocalBusiness schema markup
6. Make sure your name, address, and phone number are the same everywhere online
7. Set up Google Analytics
8. Create or update key service pages
Month 1: Content and reviews
9. Ask your best customers for Google reviews
10. Start with writing one helpful blog post based on customer questions
11. Create FAQ pages for common questions
12. Fix your title tags and meta descriptions
Month 2: Expand your reach
13. Create location-specific content if you serve local customers
14. Start building relationships with other local businesses
15. Use Search Console data to find new content topics
16. Add review and organization schema markup
Ongoing: Stick with it!
17. Talk to customers about their problems regularly
18. Create content that solves those problems
19. Check your numbers monthly and adjust
20. Update your schema when business information changes
21. Monitor and respond to reviews
22. Build local relationships and earn quality links
Common SEO Mistakes That Hurt Small Businesses
Most small businesses make the same SEO mistakes. Here are the big ones to avoid:
Treating SEO as an afterthought
Many businesses build their website first, then think about SEO later. This is backwards.
SEO needs to be part of the planning process. If you're redesigning your website or starting fresh, bring SEO into the conversation early. It's much harder to fix SEO problems after your site is already built.
Setting unclear goals
"I want more traffic" isn't a goal. It's a wish.
Good SEO goals are specific:
- Rank in the top 3 for "emergency plumber [your city]"
- Get 50 more phone calls per month from Google searches
- Increase organic traffic by 30% in six months
Without clear goals, you can't tell if your SEO is working.
Getting impatient
SEO takes time. Most businesses see real results after 3-6 months of consistent work.
But many business owners expect results in a few weeks. When they don't see immediate changes, they give up or constantly change strategies.
We have seen this repeatedly with clients, and as David says, "SEO is a long-term investment in your growth." Businesses that stick with it see results. Those that jump around don't.
Ignoring local factors
This is huge for small businesses. Many focus on broad keywords like "plumber" instead of local ones like "plumber near me" or "plumber [city name]."
Local SEO is often easier to win and brings better customers. Someone searching for "emergency plumber Brisbane" is more likely to call you than someone just searching for "plumbing tips."
Copying what big companies do
What works for Amazon doesn't work for your local business. Big companies have different resources, different goals, and different competition.
Focus on local SEO strategies that work for businesses your size. Don't try to compete with national companies on their terms.
Focusing only on rankings
Rankings matter, but they're not the end goal. The end goal is more customers and more revenue.
Track what actually affects your business:
- Phone calls from your website
- Contact form submissions
- Foot traffic to your store
- Sales from people who found you online
Neglecting the technical basics
Many businesses create content and build links but ignore technical problems that hurt their rankings.
Before you worry about advanced tactics, make sure:
- Your site loads fast on mobile
- All your pages work properly
- Your contact information is consistent everywhere
- You have schema markup set up
Keyword stuffing
Some businesses think using their main keyword 50 times on a page will help them rank. It doesn't.
Google is smart enough to understand what your page is about without you repeating the same phrase over and over. Write for humans first, search engines second.
Not talking to customers
The biggest mistake? Creating content without understanding what your customers actually need.
David's advice? "We jump on phone calls with our client's customers and we talk to them. We understand stuff that AI just can't understand."
Talk to your customers. Find out what problems they have. Then create content that solves those problems.
How to Know if Your Small Business SEO Strategy is Working
You need to track the right numbers to know if SEO is helping your business.
Essential metrics to watch:
- Organic traffic - How many people find you through search (not ads)
- Keyword rankings - Where you show up for important search terms
- Click-through rate - How often people click when they see your listing
- Conversion rate - How many website visitors become customers
- Revenue from organic traffic - The actual money SEO brings in
- Local pack appearances - How often you show in map results
Tools to track these:
- Google Search Console (free)
- Google Analytics (free)
- Google Business Profile insights (free)
- Your phone and email inquiries
Check these numbers monthly. Don't expect huge changes week to week.
Critical KPIs for SEO and their importance
Return on Investment (ROI): Understanding the ROI of your SEO efforts is paramount. It helps determine whether your investment in SEO generates a positive return by comparing the cost of your SEO efforts to the revenue generated.
Quality Backlinks: The number and quality of backlinks to your website indicate its authority and trustworthiness. Quality backlinks from reputable sources are critical for SEO success.
If you're using an agency, they should have comprehensive reporting helping you to make decisions on all the above factors each month.
Real Results Speak for Themselves
SEO takes time, but it works. Here are examples of what's possible:
One expert client went from zero local presence to consistent $90,000 weeks in revenue after implementing local SEO across multiple cities.
Another bookkeeping firm broke into the competitive Brisbane market and started ranking for their most valuable search terms within months.
The key in both cases: they focused on local SEO, created content around real customer problems, and stuck with it long enough to see results.
Remember, SEO is a Marathon, Not a Sprint
David has been doing SEO since 2010. His biggest lesson: "SEO is more like surfing. When the waves are on, you need to ride that wave for all it's worth. Then an algorithm change comes and it's like sitting in dead water."
What this means:
- Expect your rankings to go up and down
- Stay consistent with content creation
- Adapt when Google changes things
- Don't panic if you drop temporarily
When you're navigating SEO by yourself or with an agency, remember - "When you stick out SEO for the long term... it is a long-term investment in your growth."
SEO vs Google Ads: What's right for your business?
By this point, you might be wondering, should I do SEO or just run Google Ads?
| SEO Benefits: | SEO Drawbacks: |
| Free traffic once you rankBuilds long-term valuePeople trust organic results moreWorks 24/7 without ongoing ad spend | Takes 3-6 months to see resultsRequires ongoing workNo guarantees you'll rank #1 |
| Google Ads Benefits: | Google Ads Drawbacks: |
| Results start immediatelyYou control exactly when ads showEasy to track what's workingCan test different messages quickly | Costs money every time someone clicksTraffic stops when you stop payingCan get expensive fastSome people ignore ads completely |
Our recommendation: Start with basic SEO fundamentals, then add Google Ads for immediate traffic while SEO builds up. Many successful small businesses use both.
Here's a more detailed breakdown of each if you're still undecided:
SEO
| Pros: | Cons: |
| Sustainable Organic Traffic: SEO is often heralded for its long-term benefits. Once you achieve high organic rankings, your website can enjoy consistent organic traffic without ongoing ad spend. | Time-Intensive: Achieving significant SEO results takes time, often several months or more, which may not suit businesses seeking immediate results. |
| Cost-Efficiency: While SEO does require an initial investment, its ongoing maintenance and optimisation are usually more budget-friendly than continuous Google ads costs. | Competitive: Depending on your industry, you might face stiff competition for top rankings, making achieving and maintaining high positions more challenging. |
| Credibility and Trust: High-ranking organic results tend to be perceived as more credible and trustworthy by users, enhancing your brand's image. | Algorithm Changes: Search engines frequently update their algorithms, impacting your rankings and requiring constant adjustments. |
| Broad Visibility: SEO can target a wide range of keywords, expanding your reach to capture various aspects of your audience's search intent. | Diluted Focus: Targeting too many keywords can spread your efforts thin, making it harder to rank well for any specific terms. |
Google Ads
| Pros: | Cons: |
| Immediate Results: Paid ads delivers instant visibility. Once your campaign is set up, your ads can generate traffic immediately. | Costly: Google Ads can become expensive quickly, especially if you're competing for popular keywords. Small businesses with limited budgets may find it challenging to sustain this. |
| Precise Targeting: Paid ads allow for particular audience targeting, including demographics, location, and keywords. | Temporary Results: Google Ads traffic stops when you stop paying for ads. It doesn't provide the long-term benefits of SEO. |
| Measurable ROI: You can precisely track Google Ads performance, making it easier to calculate your return on investment (ROI). | Ad Blindness: Some users tend to ignore or distrust ads, focusing solely on organic search results. |
| Control Over Budget: With Google Ads, you control your daily spending limit, which can be adjusted as needed. | Budget Pressure: While you can control your daily spend, competitive keywords often require higher budgets to be effective. |
The Bottom Line
SEO isn't going anywhere. If anything, it's becoming more important for local businesses as AI struggles with local accuracy.
But you need to do it right. Start with the technical foundation. Focus on helping real customers solve real problems. Build your brand to be consistent and recognisable. Use AI as a tool, not a replacement for understanding your market.
The businesses winning with SEO aren't the ones with the biggest budgets. They're the ones that understand their customers, have solid technical foundations, and create content that actually helps.
Start with the basics, be patient, and stay consistent. Your future customers are searching for you right now.
Still Confused About SEO?
If you need further help, or want to talk about SEO strategies for your small business, you can speak to our team at Websites That Sell on 1300 974 367 and ask for Luke, Chavee, Alannah or David. We would love to talk about all things "your business".