Running a small business is no small feat. Between looking after customers, keeping the books balanced, and trying to stay ahead of the competition, marketing often slips down the list. But here’s the thing: if you’ve ever caught yourself wondering, “Should I invest in SEO?”, you’re probably already at the stage where the answer is yes.
SEO (Search Engine Optimization) helps people find your business online when they’re actively looking for what you offer. And it’s not just about Google rankings anymore, solid SEO also helps you show up in Google’s AI Overviews and even in ChatGPT recommendations when people ask for local businesses.
So how do you know if it’s the right time? Let’s walk through it.
What SEO Really Means for a Small Business
At its core, SEO is about making it easier for people to find you online. For small businesses, local SEO is the game changer. Think “florist near me” or “accountant in [your town]”. If you’re not showing up in those results, chances are your competitors are.
When done well, SEO works quietly in the background to bring in new customers, even while you’re busy running your business, like a 24/7 marketing assistant.
How to Know If It’s Time to Invest in SEO
There are a handful of clear signs that tell you it’s time to take SEO seriously. If you can relate to any of these, then you’re already missing opportunities to bring in new customers.
You’re Not Showing Up in Local Searches
One of the quickest tests you can do is to type your service + your town into Google and see what comes up. For example: “hairdresser in [your town]” or “accountant near me”. If your business doesn’t show up on the first page (or worse, doesn’t show up at all) that’s a major clue that SEO could make a huge difference.
Local SEO makes sure you’re visible in map listings, the “local pack” (those top three results with addresses and reviews), and in the organic listings underneath. If you aren’t there, people who are ready to buy will simply go to your competitors. (Pictured: When my husband and I recently visited Milwaukee, we used Google search to find the closest (and best) coffee spot.)
Your Website Traffic Isn’t Growing
A healthy website should gradually bring in more visitors over time. Even if it’s just a slow, steady trickle, growth means your online presence is working. If you log into your analytics and see the same flat line month after month, or worse, a decline, then SEO could be the missing piece.
Sometimes traffic stalls because your competitors are investing in SEO and leapfrogging you in the rankings. Other times it’s because your site is outdated, not sending the right signals to Google, or worse, it isn’t indexed with Google. Either way, it’s a sign that relying on “word of mouth” alone is no longer enough.
The Techy Side of SEO Feels Overwhelming
SEO these days is a lot more than keywords. Google takes into account hundreds of factors when deciding where to rank a site. Everything from how quickly your pages load to how mobile-friendly your design is.
It also looks at things like structured data (which helps Google understand what’s on your site), whether your site is secure (HTTPS), and whether you’re regularly updated with new content. Add to that reviews, local citations, backlinks… it’s no wonder most business owners feel overwhelmed.
If you find yourself nodding along here, that’s a pretty strong sign it’s time to bring in someone who lives and breathes SEO so you don’t have to.
DIY SEO Hasn’t Worked Out
Maybe you’ve had a go at SEO yourself. You’ve written some blogs, updated your service pages, or added a few keywords. But after months of trying, you still don’t see much change.
That doesn’t mean SEO doesn’t work, it just means DIY has its limits. SEO is about doing the right things in the right order, with the right strategy behind it. Without that, it’s easy to waste time and energy on tasks that don’t actually move the needle.
You Want More Local Customers
If your business depends on people finding you in a particular area, whether that’s a cafe, salon, dentist, or trades service, then local SEO is one of the fastest ways to bring in new customers.
People searching “near me” are some of the warmest leads you’ll ever get. They’re not just casually browsing, they’re actively looking to book or buy. If you’re not visible in those searches, you’re leaving money on the table.
What Happens When You Start Investing in SEO
So what actually changes once you decide to invest in SEO? A lot. And it all works together to build momentum.
You Target the Right Keywords
Instead of guessing what people might be searching for, SEO gives you clarity. You’ll know the exact words and phrases your ideal customers are using, and you’ll be able to position your business to show up for them.
Your Website Gets a Tune-Up
An optimized website doesn’t just look nicer – it performs better. Titles, headings, meta descriptions, image alt tags, and site structure are all adjusted so that both Google and your customers understand exactly what you do. These tweaks often make your site faster and more user-friendly too, which boosts conversions.
Your Local Profile Stands Out
Your Google Business Profile is like a mini-homepage that shows up right in the search results. When it’s properly set up and regularly updated with photos, posts, and reviews, it makes a huge difference in whether people choose you or a competitor. SEO ensures yours is working as hard as possible.
You Start Answering Customer Questions
Great SEO goes hand-in-hand with great content. By publishing helpful blogs and FAQs, you’re not just ticking boxes for Google but also providing helpful information to your prospective customers. You’re answering the exact questions your customers are typing into search, and increasingly, into AI tools like Google’s AI Overviews or ChatGPT. That builds authority, trust, and visibility all at once without you having to spend the time to reach out directly first.
You Build Momentum That Lasts
Unlike ads that stop the second you stop paying, SEO builds long-term value. Each blog, review, and technical fix stacks on top of the last, creating a foundation that continues to work in the background.
It’s important to note, though, that SEO isn’t instant. Search engines take time to crawl your site, understand your changes, and adjust rankings. Most businesses see noticeable improvements within three to six months, with bigger results over time. That’s why we work on a minimum contract term, because SEO needs time to work, and I want you to actually see the results.
A Quick Word of Warning
Not all SEO services are created equal. You may have heard stories of businesses spending thousands on SEO, only to see little (or no) improvement. Unfortunately, there are agencies that overpromise, use shady “quick fix” tactics, or tie clients into contracts without being transparent about results.
That’s why it’s important to work with someone who’s upfront about what’s realistic, who explains the process clearly, and who provides regular, easy-to-understand reports. Good SEO is about building sustainable growth, not gaming the system or chasing vanity metrics.
Why Now Is a Smart Time to Invest in Local SEO
If any of this sounds familiar – you’re invisible online, your traffic isn’t growing, or you’re ready to expand your local reach – then now’s the time to take action.
SEO doesn’t just get you seen in Google. It also helps you appear in Google’s AI Overviews and AI assistants like ChatGPT when people ask for recommendations. In other words, it’s no longer just about search engines, it’s about showing up wherever people are looking.
How I Can Help Your Small Business
I focus on helping local businesses build SEO that actually works. Whether you run a cafe, a salon, or a service-based business, I’ll help you:
- Optimize your website so customers (and Google) know exactly what you do
- Improve your Google Business Profile and local citations
- Create content that attracts the right audience
- Track everything so you can see clear results
If you’re curious about whether SEO is the right move for you, let’s chat. I’ll review your online presence, show you opportunities, and help you decide if it’s the right fit for your business.
