You’ve put real thought into your website — the design, the content, the right words to describe what you do. But if people can’t find it, all of that effort won’t be rewarded.
Search engine optimization, or SEO, is the practice of helping your website show up when people search for what you offer. It doesn’t have to be complicated. For most small businesses and nonprofits, a few foundational steps can make a meaningful difference.
1. Start With Words Your Audience Is Already Using
Think about how someone would search for what you do. Forget how you would describe it internally — imagine the words a potential customer might type into Google. Those are your keywords.
For example, a Milwaukee family therapist might use phrases like “family therapist in Milwaukee” or “counseling for families near me.” A nonprofit might think about terms like “food pantry in [city]” or “how to donate to a food bank.”
Once you know your keywords, use them naturally throughout your website — in your page headings, your body copy, and your page titles.
2. Make Sure Every Page Has a Clear Title and Description
When your website shows up in search results, Google displays a page title and a short description beneath it. These are called your title tag and meta description, and they matter both for rankings and for encouraging people to click.
Each page on your site should have a unique title that clearly describes what the page is about. Your meta description should give a brief, accurate summary of the content — ideally in 150–160 characters.
Many website platforms like WordPress make it easy to set these for every page.
3. Use Headings to Organize Your Content
Search engines pay attention to how your content is structured. Using clear headings (H1, H2, H3) helps Google understand what each page is about — and it makes your content easier for visitors to read too.
Your main page heading should include your most important keyword for that page. Subheadings can break up longer sections and signal to both readers and search engines what each part of the page covers.
4. Don’t Overlook Your Images
Every image on your website has an “alt text” field — a short description of what the image shows. Search engines like Google can’t see images the way people do, so they rely on this text to understand the content. When uploading an image or browsing your media library, you can usually find a field to add this text directly.
Adding descriptive alt text to your images is a simple step that’s easy to overlook, and it also helps make your website more accessible for visitors who need to use screen readers.
5. Keep Your Content Fresh
Google tends to favor websites that are actively maintained. A blog or articles section — even one updated just once a month — signals that your site is current and relevant.
You don’t need to publish long, complex articles. Helpful, honest content written for your audience is what matters most.
6. Build Local Signals If You Serve a Specific Area
If your business or organization serves a local community, local SEO is especially important. A few things that help:
- Make sure your business name, address, and phone number are consistent across your website and any online directories.
- Claim your Google Business Profile if you haven’t already — it’s free and helps you show up in local search results and on Google Maps.
- Encourage happy customers or supporters to leave reviews.
7. Be Patient — SEO Takes Time
SEO isn’t a switch you flip. It’s more like building a foundation. Most websites take several months to see meaningful movement in search rankings, especially in competitive categories.
The good news is that the work you do now compounds over time. A well-optimized website with helpful content continues to work for you long after you’ve hit publish.
How is Your Website Performing?
If you’d like a fresh set of eyes on how your website is performing, we’d be happy to help. Feel free to request a free website evaluation or contact us anytime.
You might also find our article on 10 Signs Your Website Might Be Hurting Your Business helpful.
