Search Engine Optimization Basics

Search Engine Optimization (SEO)

Good websites rank well because they're built right and have useful content—not because of SEO tricks.

Search engine optimization isn't a mysterious, separate service you buy. It's the result of building websites properly and creating content that actually helps your customers.

What actually matters for SEO

Technical foundation (built into good websites)

These aren't "SEO services"—they're just building websites correctly:

  • Proper heading structure - H1, H2, H3 hierarchy that screen readers and search engines both use

  • Descriptive page titles - Clear, specific titles for every page

  • Meta descriptions - Brief summaries that appear in search results

  • Clean URLs - /services/web-design not /page?id=12345

  • Mobile responsiveness - Google prioritizes mobile-friendly sites

  • Fast load times - Slow sites rank lower and lose visitors

  • SSL security - Standard on all modern hosting

  • Semantic HTML - Proper markup that search engines understand

  • Alt text for images - Describes images for accessibility and SEO

Notice the overlap: Many SEO best practices are identical to accessibility requirements. Building accessible sites helps SEO.

Every website I build includes these fundamentals. You don't pay extra for "SEO services"—it's how websites should be built.

Content that ranks

Search engines reward useful, relevant content that answers real questions:

What works:

  • Answer common customer questions thoroughly

  • Use natural language (how people actually search)

  • Update content when information changes

  • Be specific about what you do and who you serve

  • Include location information for local businesses

  • Write for humans first, search engines second

What doesn't work anymore:

  • Keyword stuffing and awkward phrasing

  • Generic content that doesn't answer specific questions

  • Thin pages with minimal information

  • Hiding keywords in white text or other tricks

  • Buying links or participating in link schemes

For Missouri service businesses: Local SEO matters most. Google rewards businesses with clear location information, Google Business Profile optimization, and locally-relevant content.

Google Business Profile optimization

For local businesses, your Google Business Profile matters more than complex SEO strategies:

  • Complete your profile fully (hours, services, photos, description)

  • Choose accurate categories

  • Get genuine customer reviews

  • Keep information current

  • Post updates regularly

  • Respond to reviews (shows you're active)

This is free and often delivers better results than paid SEO services for local businesses.

SEO and accessibility overlap

Many accessibility requirements directly benefit SEO:

  • Heading structure - Screen readers and search engines both use proper H1-H6 hierarchy

  • Alt text - Describes images for blind users and search engines

  • Descriptive links - "Learn about our services" instead of "Click here"

  • Clear page titles - Help both users and search engines understand content

  • Semantic HTML - Proper markup benefits accessibility and SEO

  • Fast load times - Accessibility feature that also improves rankings

  • Mobile responsiveness - Required for accessibility and Google ranking

Building accessible websites automatically improves SEO. They're not separate goals.

What I provide

As part of website builds:

  • All technical SEO fundamentals (heading structure, meta descriptions, URLs, etc.)

  • Alt text for images

  • Mobile-responsive design

  • Fast load times

  • Semantic HTML markup

  • Local SEO setup for Missouri businesses

What I don't provide:

  • Ongoing SEO consulting or monthly reports

  • Link building campaigns

  • Paid search (Google Ads) management

  • Content marketing strategy

  • Keyword research as a standalone service

  • Competitor SEO analysis

When you need SEO specialists

Most small businesses don't need ongoing SEO services. Build your site right, create useful content, and maintain your Google Business Profile. That covers 90% of what matters.

Consider SEO specialists if:

  • You're in highly competitive markets (real estate, law, etc.)

  • You have an e-commerce site competing nationally

  • You need ongoing content marketing and link building

  • You're running paid search campaigns

  • You have the budget for dedicated marketing services ($1,000+/month)

I can refer you to digital marketing agencies that specialize in SEO consulting if you determine you need these services.

DIY SEO resources

Google Search Console (free)
Shows how your site performs in Google search. See what keywords you rank for, click-through rates, and mobile usability issues.
https://search.google.com/search-console

Google Business Profile (free)
Essential for local businesses. Manage how you appear in Google Search and Maps.
https://business.google.com

Google Analytics (free)
See where traffic comes from and what content performs best.
https://analytics.google.com

These free Google tools provide more value than most paid SEO services for small businesses.

Bottom line

SEO isn't a mysterious separate service you buy. It's the result of:

  1. Building websites with a proper technical foundation (what I do)

  2. Creating useful content that answers customer questions (what you do)

  3. Maintaining accurate business information (Google Business Profile)

  4. Getting genuine customer reviews and engagement

Focus on those fundamentals before paying for ongoing SEO consulting.

Questions about SEO for your website?

Contact me if you have questions about SEO fundamentals or need referrals to SEO specialists for complex needs.