How to improve SEO on website? Let’s talk about something that’s got many business owners worried. Search engine optimisation has changed dramatically, and the numbers tell an interesting story – only 41% of US searches now end in a click. Sounds scary for your business, right?
But here’s the thing – it’s actually brilliant news for small businesses ready to adapt. Nearly half of all Google searches now have local intent, which means more chances for local businesses like yours to grab attention. The digital landscape keeps shifting, and we’re seeing some fascinating changes in how businesses handle their SEO. Take AI tools, for example – 86% of SEO professionals now use them, cutting down their work time by about 12.5 hours each week.
Okay, so what does this mean for your business? Whether you’re just starting with SEO or looking to improve your current strategy, we’ll show you exactly how to make these changes work in your favour. No fancy jargon, no complicated processes – just practical steps to boost your website’s visibility without emptying your wallet.
Ready to discover which tools actually matter, what numbers you should track, and how to build real authority in your industry? Let’s get started with the bits that really count.
The New SEO Landscape in 2025
Google’s latest core update in January 2025 has shaken things up quite a bit. We’ve seen massive changes in how search engines look at websites, and it’s not just about keywords anymore. The focus has shifted to user experience, content quality, and how well you work with AI.
Key changes in search algorithms
Let’s break down what’s really happening with these algorithm changes. First off, Google’s E-E-A-T framework now puts real experience front and centre. They want to see that you actually know what you’re talking about, not just writing about it. What’s really interesting is how they’re watching user behaviour – things like how long someone stays on your page and how far they scroll now matter more than ever.
Remember those Core Web Vitals everyone’s been talking about? Well, they’re absolutely crucial now. We’ve seen websites drop right off the first page when they don’t meet these technical standards. Here’s what Google’s really looking at:
- How fast your pages load and stay stable
- Whether your content actually helps people
- If your backlinks are genuine
- How well your site works on mobile
Impact on small business visibility
Small business owners, here’s where it gets interesting for you. While it might seem like there’s more competition with social media and AI tools in the mix, there’s actually a silver lining. Local SEO has become absolutely massive, with Google putting more weight on local businesses.
The trick is staying on top of these changes. Getting into those top three spots on Google matters more than ever – that’s where the real action happens.
Rise of AI in search results
Right, let’s talk about AI – it’s completely changed how people search online. Between Gemini 2.0, AI Overviews, and ChatGPT, searching for information looks totally different now. Here’s something fascinating – 46% of linked content in AI Overviews comes from top-ranking websites.
SearchGPT and Google’s Search Generative Experience (SGE) have made searching feel more like having a conversation. These clever tools don’t just show you links – they actually pull together information from different sources to give you proper answers.
So what does this mean for your website? You need to make it crystal clear and credible – something AI can easily make sense of. That means getting your metadata sorted and making sure your content is properly structured for both humans and AI.
Essential SEO Tools for Small Businesses
Picking the right SEO tools can be a bit overwhelming, can’t it? We’ve tested loads of them over the years, and honestly, you don’t need to spend a fortune to get proper results. Let’s look at what actually works for small businesses.
Free SEO analysis tools
First up – Google Search Console. We absolutely love this one. It’s completely free and shows you exactly how your website performs in Google search results. You’ll see your clicks, impressions, and where you rank. The Index Coverage report is brilliant for spotting pages Google’s missed – we check all our clients’ websites with this at least weekly.
Google Analytics works hand in hand with Search Console. It tells you loads about how people use your website – which pages they love, how long they stick around, that sort of thing. When you set it up properly (and yes, this bit matters), you can track your customers’ entire journey.
Here’s one that’s often overlooked – Google Business Profile. If you’re running a local business, this is absolutely essential. It’s free, helps you show up in local searches, and builds trust with potential customers. We’ve seen businesses double their local visibility just by keeping this updated regularly.
Budget-friendly AI tools
Right, let’s talk about AI tools that won’t break the bank. Mangools is one we often recommend to our smaller clients. It’s got five different tools all working together, and they’ve made it really easy to understand. Top tip: go for their yearly plan – you’ll save about 35% compared to paying monthly.
Search Atlas popped up in 2024, and it’s pretty good for the price. You get:
- Content optimisation and keyword research
- Technical SEO audits
- Backlink analysis and outreach automation
- AI-powered content creation
Don’t forget about ChatGPT – it’s brilliant for SEO tasks. We use it for writing meta descriptions, planning content, and finding different keyword ideas. If you’re after something more SEO-focused, Ubersuggest starts at £23.03 monthly – perfect if you’re just managing one website.
The funny thing is, we’ve helped loads of businesses improve their SEO without spending loads on fancy tools. Mix these free tools with a couple of budget-friendly options, and you’re sorted. Just remember – it’s not about having every tool out there; it’s about picking the ones that actually help your business grow.
Quick Wins to Improve Your SEO Score
Okay, so you want to boost your SEO score quickly? We’ve helped hundreds of businesses do exactly that, and it really comes down to three key areas. Let’s look at what actually works, based on our real-world experience.
Local SEO optimisation
First up – your Google Business Profile. This is absolutely crucial, and you wouldn’t believe how many businesses get this wrong. Make sure you’ve got detailed service descriptions, recent photos (not ones from five years ago!), and spot-on contact details. Here’s something we always tell our clients – keep your business details exactly the same across all your online listings.
Reviews are pure gold for local rankings. We’ve seen businesses jump up the rankings just by getting more positive reviews. Don’t just wait for reviews to come in – actively ask happy customers to share their experience. And when you get reviews – good or bad – respond to them quickly. It shows you’re properly engaged with your customers.
Content quality checks
Right, let’s talk about content. This is where so many websites fall short, but it’s actually not that complicated. Your content needs to be genuinely helpful – not just stuffed with keywords. Here’s what we look for when checking content:
- Real solutions to actual customer problems
- Clear headings that make sense
- Original stuff – not copied from somewhere else
- Smart keyword use in headings and text
The key thing? Show you actually know what you’re talking about. We’ve seen too many websites filled with rushed, generic content – and trust us, Google spots this a mile off.
Mobile-first improvements
Here’s something interesting – most people now browse on their phones. Google wants your mobile site to load in under a second. Sounds tough? We manage this for our clients by compressing images properly and cutting out unnecessary scripts.
Make sure your buttons are big enough to tap – at least 48 pixels. And please, no tiny text – 16px minimum for body text. These might seem like small details, but they make a massive difference to how people use your site.
Want to know our top mobile tip? Focus on making those menus and buttons super easy to use on a phone. When people can easily navigate your site, they stick around longer – and that’s exactly what Google wants to see.
Building Authority on a Budget
Building real authority doesn’t need deep pockets. We’ve helped loads of businesses do this over the years, and honestly, it’s more about being clever with your resources than throwing money at it.
Creating expert content
Here’s something we learned the hard way – showing real expertise means sharing actual knowledge from your day-to-day work. Skip those generic “top 10” articles everyone’s writing. Instead, tell people what you’ve actually learned from doing the job. Your readers should walk away thinking, “Brilliant, I know exactly what to do next”.
Want to know a clever trick? Don’t ask your experts to write – interview them instead. We do this all the time with our clients. Your marketing team can pull out the good bits while keeping everything readable. Plus, keep an eye on what your customer service team hears – they’re goldmine for spotting what people really need help with.
Leveraging customer reviews
Here’s a number that might surprise you – 93% of people check reviews before buying anything, and Google absolutely loves them. Try these bits that actually work:
- Get some video testimonials (they’re pure gold for trust-building)
- Pop those good reviews on your social media
- Sprinkle reviews across your website (but don’t go overboard)
- Jump on those reviews quick-smart – especially the grumpy ones
The key bit? Get reviews that talk about specific things you did well. None of that “great service” fluff – we want “They sorted our website speed issues in 48 hours” kind of stuff.
Community engagement strategies
Building a proper community takes ages, but it does pay off. We’ve seen businesses grow their backlinks naturally just by being helpful in their community.
Get stuck into those forums and LinkedIn groups where your customers hang out. Don’t just pop in to flog your services – actually help people with their problems.
Google loves seeing people engage with your brand. Skip the sales pitch and focus on being genuinely helpful. Run some webinars, host a few events – whatever makes sense for your crowd. Before you know it, you’ll have people naturally spreading the word about your business.
Measuring SEO Success
Right, let’s talk about measuring SEO success. Numbers can be boring, but they’re absolutely crucial for knowing if your efforts are actually working. We’ll show you exactly what to track and how to make sense of it all.
Key metrics to track
After working with hundreds of websites, we’ve found these numbers really matter:
- How your organic traffic grows and keeps visitors engaged
- Click-through rate (CTR) from search results
- Where your keywords rank and how visible you are
- Technical health of your website
- How many visitors actually become customers
Your CTR tells you if people fancy clicking on your search listings. When it’s high, it means your content’s hitting the right notes with searchers. Keep an eye on where your keywords rank too – it helps you spot which terms actually bring people to your site.
Domain authority is a bit like your website’s reputation score. The higher it is, the better chance you’ve got of ranking well. When you’re checking this, look at both how many backlinks you’ve got and where they’re coming from – quality matters more than quantity here.
Free analytics tools
Google Search Console is an absolute gem for tracking SEO. It shows you exactly who’s clicking on your site in Google’s search results. You can see your impressions, clicks, and where you’re ranking.
For understanding what visitors do on your site, Google Analytics 4 is brilliant. Pop over to ‘Reports’ > ‘Acquisition’ > ‘Traffic acquisition’ to see your organic traffic data. Dead helpful for seeing how people actually use your content.
If you’re focusing on local SEO (and you should be), BrightLocal’s Local SERP Checker is proper useful. It’s free and shows exactly how visible you are in local searches.
Here’s something interesting – for every 79p you spend on SEO, you typically get £17.47 back. That’s a cracking return, isn’t it? For small businesses especially, tracking conversions is crucial – the average SEO conversion rate sits at 2.4%.
Don’t forget about Core Web Vitals in Google Search Console – it’s essential for checking your technical performance. These numbers directly affect your rankings, so keeping an eye on them is vital. After all, if Google can’t properly crawl and index your pages, you’re fighting an uphill battle.
Final Thoughts on How to Improve SEO on Website
SEO might look different in 2025, but here’s what we’ve learned after 20 years in the business – it’s still one of the best ways for small businesses to grow. Yes, AI has changed things up a bit, but honestly? These changes have opened up brilliant opportunities for local businesses to shine. The trick is getting the basics right – mixing free and paid tools, sorting your technical bits, and showing real expertise in what you do.
Let’s talk numbers for a moment. That 22:1 return on investment isn’t just a fancy statistic – we’ve seen it happen with our clients. Small businesses who really focus on mobile-friendly websites, quality content (not the AI-generated fluff), and local search presence are seeing fantastic results.
Getting good at SEO takes time – anyone who tells you different isn’t being honest. But starting with the fundamentals we’ve covered here will point you in the right direction. We’ve helped hundreds of businesses improve their search visibility, and we’d love to help you too. Book a call with our team to chat about specific strategies for your website.
