DIY SEO for small business (7 tasks that save money)

Search Engine Optimisation (SEO) works well for small businesses like yours.

SEO costs less than paid advertising✔️ and attracts higher numbers of QUALITY web visits (long-term traffic from people interested in your offering) ✔️✔️.

Sure, you could get professional SEO services for a reasonable monthly fee.

But is your budget tight? Why not save that money and try it yourself? Keep reading for free DIY SEO actions that work. No technical expertise or finances needed, just a little elbow grease and dedication!

What is SEO?

Search engine optimisation is a cost-effective strategy that aims to rank your website on the first page of search engines like Google. 

SEO has three components:

• On-page SEO: publishing helpful and engaging content that’s relevant to the search query.
• Technical SEO: changing website structure and functionality to improve navigation and user experience.
• Off-page SEO: networking and building connections with other websites to promote your content externally.

Why is SEO important for a website to get noticed?

When you search for information in Google, a list of websites shows up in the organic (unpaid) listings of page one. Those companies haven’t paid Google for top visibility; they simply provide the most helpful response to the search query.

Page one websites attract far more traffic than websites buried on other pages, because most searches end on page one. Businesses compete fiercely for this prime real estate, understanding that nearly half of all website clicks (traffic) come from organic search listings.

Why consider doing SEO yourself?

There’s certainly a time and place for professional SEO services like ours!

However, you don’t need an expert’s touch to stand out on search engine results pages (SERP), if you dedicate the time to basic strategies.

Benefits of DIY SEO for small businesses:

Save money: Leading SEO agencies charge between $1,500 and $10,000 a month, depending on your company size and project scope. This is usually a worthy investment, but you can get away with spending nothing if you handle key SEO strategies yourself!

Total control: No one knows your business better than you, so it’s a good thing you’re running the show yourself. No waiting for feedback!

Stick to basics: Not every website needs a complex, months-long strategy to see results. Sometimes it’s enough to ensure your site is technically solid and offers helpful content.

What do you have to lose by experimenting with DIY SEO?

We’re about to share powerful steps that are low-cost or free. There’s no harm in trying these as long as you have the time to do so correctly!

If this DIY strategy isn’t helpful, you can always sign up with a professional SEO agency.

7 powerful actions to try yourself (DIY SEO)

SEO might seem like a dark art with complex algorithms, but it breaks down into logical steps that anyone can follow. You’ll need patience, though. It often takes three to six months for your hard work to pay off.

This brief guide is easy to follow, but when you’re ready, you’ll find more detailed steps in our other guides:

• ⭐SEO writing for beginners 2025
• ⭐How to improve website conversion rates with free actions  

TASK ONE: Keyword detective 

Before you write a word, discover what phrases your ideal consumer types into Google. 

This is the foundation of your entire strategy.

1. Brainstorm the basics: Start with terms your audience uses related to your industry and services (e.g., “Vespa” or “electronic bike”).

2. Mine Google: Open Google and start typing! The autocomplete suggestions are golden, showing you what people are actively searching for (e.g., “motorised scooter with seat”). Also, check the “People also ask” and “People also search for” sections further down the results page to uncover related keywords.

3. Analyse potential: Once you have a list, you must prioritise. Focus on keywords with high Search Volume (lots of people searching), moderate Ranking Difficulty (not impossible to crack the first page), and strong Business Potential (ranking for this will actually drive conversions or sales).

4. Free and low-cost keyword research tools:

• Google Keyword Planner: free to use for unlimited searches, as long as you set up a Google Ads account (free unless you run ads).
• SEMRUSH Keyword Magic Tool: 10 free searches a day 
• Keywords Everywhere: pay around $45 a year for a browser extension that shows how many people search for phrases in Google.

TASK TWO: Write for robots AND humans

Getting keywords right is key to making content accessible to both search engines and people looking for solutions.

1. Strategic keyword placement for technical search algorithms:

Ideally, include your main keyword in:

• title
• URL
• preview snippet (meta title and description)
• at least one H1 heading
• introduction

Related keywords: Sporadically mention these throughout the content and image file names, but don’t overdo it.

A helpful trick is to use long-tail keywords, which contain multiple keywords in a single phrase. It’s easier to rank quickly for the low-volume keyword in that phrase, which in turn boosts your ranking for the low-volume keyword over time. 

Read more about keyword placement in SEO writing.

2. Humans love engaging content:

Your content must provide value to your audience, not just manipulate the search algorithm.

Search intent: give people what they want!

What’s the motivation behind the search? Tailoring your content’s format and angle to match this intent is crucial for high rankings.

• Informational: seeking facts
• Navigational: looking for a specific website 
• Transactional: researching before a purchase (e.g., “best lawnmower under $300”).

Natural flow: Your content should be comprehensive enough to answer the user’s intent with a single click. Use primary keywords and related secondary keywords, but make sure they fit organically — don’t just jam them in.

Build Trust (E-E-A-T): Google values Experience, Expertise, Authoritativeness, and Trustworthiness. Incorporate original research, expert interviews, or personal experiences to make your content stand out and show you know your stuff. Include hyperlinks to trustworthy sources, when relevant (Google loves this too).

Visual Spice: Break up long text blocks with rich content like images, infographics and videos to encourage interaction and reinforce your message.

3. Don’t forget to optimise your search preview snippet!

An engaging snippet catches people’s attention on Google, prompting them to visit your page. 

1. Include your main keyword in the meta title, meta description and URL.
2. Express your unique selling point (or idea) succinctly in the meta title, then expand on this idea in the meta description. Stick to the character limit (preview it here). Make sure keywords flow naturally and sound conversational Read content aloud to yourself to test.

For more guidance, check out our in-depth guide for search preview snippets.

TASK THREE: New life for old pages (refresh content)

SEO isn’t just about creating new articles; it’s about maintaining what you have. Fresh content pleases Google! You’re more likely to climb Google’s ranks when search algorithms detect valuable updates.

1. Find opportunities: Google Search Console reveals what pages are losing organic traffic. These are prime candidates for a refresh.
2. Easy updates: Boost old content by rewriting headlines, meta tags and outdated information. Take time to replace broken internal and external links with new links. Have any new keywords emerged? Add these when relevant!

TASK FOUR: Connect the dots with internal links

Internal links on your website guide both human visitors and technical robots to different pages. A strong linking structure improves people’s navigation experience and helps search engines understand the relevance of your content.

Topic clusters: Organise content around “pillar” pages that provide a broad overview of a topic. These pillars then link out to more detailed pages on related subtopics, creating a clear cluster of related information.

Descriptive anchor text: Let your anchor text (the clickable words) clearly describe the content of the linked page. Instead of using general phrases like “click here”, take this opportunity to put a suitable keyword in your anchor text.

TASK FIVE: Improve your online reputation

This is often the trickiest part of DIY SEO, as it involves getting other high-authority websites to link to your content, signalling that your site is trustworthy and credible.

Quality is key: Your original, engaging content naturally motivates people to link to your page from their own websites (a backlink).

Guest posting: Offer to write articles for other related industry websites.

Networking: Build connections that can lead to collaboration and backlink opportunities.

Free media promotion: Digital services like HARO (Help a Reporter Out) and SourceBottle connect you with journalists looking for experts in your industry. If they quote you, they often link back to your site. Both platforms offer some services for free, such as daily emails with journalist queries. SourceBottle is particularly helpful for an Australian audience!

Milk those mentions for all they’re worth: Set up a Google Alert for your brand name. If a site mentions you but forgets to link to your website, reach out and ask them to add a hyperlink.

A big warning: Don’t buy links from spammy websites. These low-quality tactics can result in penalties and lower your rankings.

Read our off-page SEO guide for more practical actions.

TASK SIX: Improve site navigation

Make sure that search engines can easily navigate, read and index (list) your website. If the underlying structure is broken, even the best content won’t help you rank.

1. Check site structure: Is your website hierarchy logical?
2. Crawl / index check: Can search bots successfully move from page to page and add your pages to Google’s directory? If you have indexing issues (like pages blocked by robots), fix them immediately.
3. Speed and mobile: Your site must load quickly. Ensure it’s mobile-responsive, since most local searches happen on smartphones. Compress high-resolution images to avoid slowing things down.

By the way, Google Search Console (GSC) is very helpful! This free service lets you submit URLs, track crawling problems and see how people are finding you. 

This article contains more detailed technical SEO tips.

TASK SEVEN: Monitor and adapt (performance tracking)

SEO is an ongoing process that requires regular checks and adjustments, especially since Google frequently updates its algorithms.

1. Set up Analytics: Find out how your site performs – don’t guess. Google Analytics (GA4) tracks user behaviour, measures conversions (desired actions such as purchases) and identifies popular pages.
2. Track key metrics: Keep an eye on organic traffic, keyword rankings, clickthrough rate, backlinks gained, and conversions.
3. Stay educated: Follow trusted resources like Google Search Central and popular industry blogs like Search Engine Land to keep up with the latest practices and algorithm changes.

Helpful DIY SEO tools (many are free)

Remember, you don’t need a huge tech budget to succeed. 

Free strategies can help you climb Google’s ranks to page one, as long as you put in the effort! Focus on creating a website that’s easy to navigate, then fill it with valuable content that interests your target audience.

Think of this as your basic DIY SEO toolkit:

Category	Tool Name	Cost	Function
Mandatory Setup	Google Search Console (GSC)	Free	Tracks indexing, crawl errors and keyword insights.
Mandatory Setup	Google Analytics	Free	Tracks user behaviour, traffic and conversions.
Local Focus	Google My Business (Google Business Profile)	Free	Essential for local SEO; manage reviews and business details.
Technical/Auditing	Screaming Frog	Free (limited) / ~$200/year (paid)	Mimics crawlers to find junk pages, technical errors and SEO elements.
Keyword Research	Keyword Surfer	Free (Chrome Extension)	Provides search data and keyword research insights.
Content Optimisation	Yoast SEO	Free (plugin for WordPress)	Calculates your SEO score in real-time as you write content.
Design/Visuals	Canva	Free (basic) / Paid	Create eye-catching graphics and images for content.
Competitor Analysis	Ahrefs Backlink Checker	Free (limited)	Shows referring domains and performance metrics.

No time for DIY SEO? We’ll help you grow online!

It takes enormous dedication to manage every aspect of SEO yourself. Our Sydney-based team can support all of your digital marketing needs.

E-Web Marketing uses cost-effective strategies: we believe businesses shouldn’t spend beyond their means to connect to their audience!

We’re not new to this game, either. Over the last three decades, we’ve helped 3,000 companies boost their site traffic, online conversions and brand loyalty.

Call 1300 792 811 or fill out this form to find out more.