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Think SEO Is Voodoo? Here’s What You Actually Need to Know

Who is not obsessed with figuring out how to improve SEO for Small Business? I was deep into yet another book about SEO and loving it. 

The explanations made sense… at least while I was reading. But the moment I tried putting any of it into practice? It felt like I was back in high school chemistry class—completely lost and wondering if I’d ever use this in real life.

Maybe you’ve been there too. SEO feels confusing. Overwhelming. Like some sort of digital sorcery.

But here’s what I’ve learned (and what this week’s Chasing Simple Podcast guest, Victoria Rayburn, reinforced): SEO isn’t magic. It’s strategy. And it’s incredibly powerful for small business owners like us, especially when you’re looking to grow sustainably without spending hours on social media or pouring money into ads.

Victoria is an SEO strategist and coach who’s experienced the power of search firsthand. First, as a wedding photographer, where 40% of her bookings came from Google, and now as an educator helping other creatives grow using the same simple tactics.

In this post, I’m breaking down the 11 ways Victoria says we can all start boosting our rankings—and showing up as experts in Google’s eyes—without the overwhelm. Let’s simplify SEO and uncover how to improve SEO for Small Business together.

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Links and Resources Mentioned in This Episode:

• Stop into my YouTube channel for weekly videos about all things content marketing.
• Check out the Playbook for a Complete Marketing Game Plan
• Link for Victoria’s Small Business Keyword Guide
• 6 Most Effective Ways to Improve Your Small Business’s SEO by Victoria Rayburn
• Want your own live coaching session? Apply here
• Find me on Instagram and tell us you what you thought of this episode: @mrsamandawarfield

Why SEO Matters More Than Ever for Small Business Owners

Here’s the thing: when someone knows they need a solution, they’re not scrolling Instagram hoping to magically land on the right post. They’re going to Google.

And 97% of people searching for a product or service use Google to do it. That’s huge.

If your website isn’t showing up when your ideal person is actively searching for what you offer, that’s a problem. Not because your product or service isn’t good, but because they can’t find you.

And that’s where SEO comes in.

When you focus on search engine optimization, your marketing starts working for you long after you’ve created the content. You spend less time chasing leads because your strongest leads are finding you.

And for us as educators and course creators? That’s gold. It frees up your time, your budget, and your energy.

What SEO Actually Is (No Magic Required)

At its core, SEO is just the process of helping Google recognize your website as a trustworthy, helpful resource so it can serve your content to the people searching for it.

And Google doesn’t just want to know you exist. It wants proof that you’re the expert.

That’s where this acronym comes in: E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness.

Your goal with SEO is to show Google (and your audience) that you know what you’re talking about and that you can be trusted. When you do that consistently, your content starts ranking better, and your leads get stronger.

11 Ways to Improve Your SEO and Build Long-Term Growth in your Small Business

Let’s dig into the practical steps of how to improve SEO for your Small Business so you can start implementing to improve your E-E-A-T and help Google see you as the expert you are.

1. Create Credible, Helpful Content

Google wants to serve its users great content. So, your job is to create it. The best places to start?

• Educational content that teaches something or answers a question.
  
• Client/student success stories that show the results of your work.
  
• Location-specific posts (if you’re a local business).
  

And if you’re a podcsater or YouTuber, transcribe your audio and turn them into blog posts that live on your website and are optimized with keywords your audience is searching for.

Need help choosing those keywords? Check out Victoria’s free keyword guide.

2. Use Data and Cite Sources

It might feel counterintuitive, but citing other experts and including relevant stats actually boosts your credibility. It tells Google—and your readers—that you’re informed and trustworthy.

Think: survey results, academic studies, credible industry sources, or even your own case studies.

3. Collaborate With Other Experts

Ask a peer to write a guest blog post for your site—or offer to do the same for theirs. This cross-pollinates your audiences and shows Google that you’re connected to others in your industry. Or, have an expert on your podcast and write a blog post about it. 😉

4. Showcase Your Credentials

Use your About page to highlight your experience, education, certifications, features, or anything else that proves you know your stuff.

And yes—link to media features, awards, or guest articles. Just don’t forget to frame it around how you serve your people, not just about you.

5. Feature Client Testimonials

Social proof is one of the fastest ways to build trust, for both your audience and Google. Sprinkle testimonials throughout your site—on your homepage, your sales pages, your About page.

Bonus points if you include photos, full names, or business names.

6. Collect Google Reviews

This one is so simple and so overlooked. Ask past and current clients to leave you a Google review! It’s free, and it sends a powerful trust signal to Google that you’re a legit business providing real value.

To start collecting them, you’ll need a Google Business Profile. Yes—even if you’re an online business.

7. Keep Your Content Updated

Google prioritizes fresh, accurate content. So set aside time once a quarter to update old posts with current info, especially if you reference dates, tools, or statistics.

Not everything needs a total rewrite—sometimes it’s just a tweak.

8. Earn Backlinks to Your Site

Backlinks (links from other websites to yours) are like little digital endorsements. And the more quality ones you have, the better.

Some simple ways to earn backlinks:

• Guest blog posts
  
• Podcast interviews
  
• Swapping testimonials with peers
  
• Getting featured in the media
  

9. Show Up as a Thought Leader

Share your perspective. Weigh in on industry topics. Speak at events, post regularly on your blog, or show up on podcasts.

Google notices when your name and business pop up across the web—and it builds your authority.

10. Secure Your Website With an SSL Certificate

You know that warning that pops up when a site isn’t secure? That happens when there’s no SSL certificate.

Install one (usually free with your domain host), and you’ll avoid that bounce-inducing message and give Google another reason to trust your site.

11. Keep Your Branding Consistent

When your messaging and visuals are consistent across your website, social media, and content, it tells Google that you’re legit and professional—and it helps users trust you, too.

You Don’t Have to Do All 11 (Right Now)

I know that was a lot. But here’s the good news: you do not need to do everything at once.

In fact, Victoria recommends starting with just one simple step: make asking for Google reviews part of your workflow. That alone can significantly improve your SEO and takes just a few minutes to implement.

From there, focus on content. Start small. Be consistent. Use what you already have and tweak it to show off your expertise.

You don’t need to master SEO overnight. You just need to get started with Victoria’s steps and you will see how to improve SEO for your Small Business.

Want Help Making Your Marketing Work for You Longer?

If your content isn’t working harder than you are, it’s time to make a shift.

That’s exactly what we tackle inside the Content Planning Challenge—a simple, intentional approach to planning content that actually grows your business. No more creating just to keep up.

Let’s build a plan that’s aligned, sustainable, and yes, optimized for SEO.

You in?

Guest Bio:

Victoria Rayburn is an SEO strategist and coach dedicated to helping small businesses rank at the top of Google search results, consistently generate leads, and achieve sustainable growth. With years of experience in SEO and content marketing, Victoria built a successful wedding photography business by leveraging strategic SEO to fill her calendar year after year. Now, she empowers small business owners and creative entrepreneurs to improve their search engine rankings and experience similar results. As a passionate advocate for small businesses, Victoria understands the challenges of entrepreneurship. Through SEO strategy development, SEO coaching, and done-for-you SEO services, she is committed to helping small businesses get found on Google, attract their ideal customers, and build thriving businesses. Victoria resides in Indianapolis with her husband, daughter, and goldendoodle. She comes from a long line of small business owners, and as a result, she’s very passionate about supporting small and local businesses.

Website: https://victoriarayburn.com/

Instagram: https://www.instagram.com/victorialrayburn/