How to Optimize Your SEO: A DIY Guide

Ashley Bryan

Published On Sep 15,2025

At WebsiteStrategies, we know that DIY SEO optimisation can seem daunting for small business owners in Australia. But fear not!

This guide will break down the essentials of search engine optimisation, making it accessible and actionable for you.

We’ll cover everything from on-page techniques to off-page strategies, helping you boost your website’s visibility and attract more customers.

What is SEO and Why It Matters

The Essence of SEO

Search Engine Optimisation (SEO) is the practice of improving your website to increase its visibility when people search for products or services related to your business on Google and other search engines. SEO transforms small businesses across Australia by enhancing their online presence and attracting more customers.

The Impact of SEO on Small Businesses

SEO is the key to getting found online. BrightLocal reports that 88% of local searches result in a store visit within seven days. This statistic underscores the direct impact of SEO on foot traffic and sales for brick-and-mortar businesses.

For online businesses, the importance is even more pronounced. A study by Advanced Web Ranking found that the first organic result in Google Search has an average click-through rate of 19.06% for the Science industry on desktop in the fourth quarter. This means higher rankings can significantly increase your website traffic and potential customer base.

Three Pillars of SEO

SEO is not just about keywords. It’s a multifaceted approach that includes:

1. On-page SEO: This involves optimising individual web pages to rank higher and earn more relevant traffic. It includes elements like title tags, headers, and content quality.
2. Off-page SEO: This refers to actions taken outside of your website to impact your rankings within search engine results pages. Building high-quality backlinks is a crucial part of off-page SEO.
3. Technical SEO: This focuses on improving the technical aspects of your website to help search engines crawl and index it more effectively. Site speed, mobile-friendliness, and secure connections (HTTPS) are all part of technical SEO.

The Inner Workings of Search Engines

Search engines use complex algorithms to determine which pages to show for a given search query. These algorithms consider hundreds of ranking factors, but some key elements include:

1. Relevance: How well does your content match the user’s search query?
2. Authority: Are other reputable sites linking to your content?
3. User experience: Is your site easy to navigate and fast to load?

Understanding these basics is the first step in optimising your website. As you implement SEO strategies, keep in mind that it’s an ongoing process. Search engines constantly update their algorithms, and your competitors always try to improve their rankings too.

Now that we’ve covered the fundamentals of SEO, let’s explore specific on-page SEO techniques you can start implementing today to improve your website’s visibility and attract more customers.

How to Boost Your On-Page SEO

On-page SEO forms the foundation of any successful search engine optimisation strategy. Let’s explore practical steps to enhance your website’s visibility and attract more customers.

Master Keyword Research

Identify terms your potential customers use to find businesses like yours. Tools such as Google Keyword Planner or Uber suggest help discover relevant keywords with decent search volume and low competition. Focus on long-tail keywords specific to your niche and location (e.g., “gluten-free bakery in Brisbane” instead of just “bakery”).

After you identify your target keywords, place them strategically in your content. Ensure it reads naturally and avoid keyword stuffing, which can lead to penalties from search engines. Try to maintain a keyword density of about 1-2% in your content.

Craft Compelling Content

High-quality, relevant content stands as the cornerstone of effective SEO. Create informative blog posts, product descriptions, and service pages that address your customers’ needs and questions. According to Semrush, 36% of marketers who use AI say they spend less than one hour writing a long-form blog post.

Update your content regularly to keep it fresh and relevant. Google favours websites that consistently provide up-to-date information. A content calendar can help ensure you publish new material regularly.

Optimise Your Meta Elements

Title tags and meta descriptions play a vital role for both search engines and users. Craft compelling titles under 60 characters that include your primary keyword and clearly describe the page content. Keep meta descriptions under 160 characters and provide a concise summary of what users can expect from your page.

Headers (H1, H2, H3) help structure your content and improve readability for users and search engines. Include relevant keywords in your headers, but prioritise clarity and user experience over keyword placement.

Implement Internal Linking

Internal linking helps search engines understand your website’s structure and distributes page authority throughout your site. Create a logical hierarchy of pages and link related content together. This improves your SEO and enhances user experience by making it easier for visitors to navigate your site and find relevant information.

Optimise Images for Search

Images play a significant role in on-page SEO. Use descriptive, keyword-rich file names for your images and always include alt text. This helps search engines understand the image content and can improve your rankings in image search results.

Compress your images to improve page load speed. Google reports that 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load. Tools like TinyPNG or ShortPixel can help reduce image file sizes without compromising quality.

These on-page SEO techniques set the stage for improved website visibility in search results. However, your SEO journey doesn’t end here. The next chapter will explore off-page SEO strategies to further amplify your online presence and solidify your position in search rankings.

How to Amplify Your Off-Page SEO

Off-page SEO is as important as on-page optimisation for boosting your website’s visibility and authority. We’ll explore effective off-page tactics that can significantly improve search rankings for small businesses across Australia.

Build High-Quality Backlinks

Backlinks act as votes of confidence from other websites, signalling to search engines that your content is valuable and trustworthy. Focus on quality over quantity.

High-quality backlinks can be obtained through various strategies, including guest posting, thought leadership, creating linkable assets, networking, and influencer outreach. For example, a local bakery could publish a detailed guide on Australian bread-making techniques, attracting links from food bloggers and culinary schools.

Leverage Social Media for SEO

While social media signals aren’t direct ranking factors, they indirectly influence SEO by increasing brand visibility and driving traffic to your website. In 2025, social media ad spending in Australia is projected to reach AU$7.5 billion.

Engage with your audience on platforms where they’re most active. For many Australian small businesses, Facebook and Instagram are key channels. Share your blog posts, create engaging visual content, and participate in relevant conversations. This increased visibility can lead to more backlinks and direct traffic to your website.

Dominate Local SEO

For small businesses in Australia, local SEO often provides the quickest path to increased visibility. Google Consumer Insights reports that 91% of Australians use Google Search before entering a store. Here’s how to capitalise on this:

1. Optimise your Google Business Profile (GBP). Ensure all information is accurate and up-to-date. Add high-quality photos regularly – businesses with photos on their profiles receive 42% more requests for directions.
2. Encourage customer reviews. Implement a system to consistently ask satisfied customers for reviews.
3. Create location-specific content. Write blog posts about local events or issues relevant to your community. This improves your local SEO and strengthens your connection with the community.

Manage Your Online Reputation

Your online reputation directly impacts your SEO efforts. Negative reviews or unfavourable mentions can deter potential customers and affect your search rankings. Proactively manage your reputation by:

1. Monitor mentions of your brand across the web. Tools like Google Alerts or more comprehensive solutions (like Mention) can help you stay on top of what’s being said about your business.
2. Respond promptly and professionally to all reviews, both positive and negative. This shows that you value customer feedback and are committed to improving your service.
3. Encourage satisfied customers to share their experiences online. This helps build a positive image of your brand and can counterbalance any negative reviews.

Final Thoughts

SEO optimisation empowers small business owners in Australia to enhance their online visibility and attract more customers. We covered essential techniques for on-page and off-page SEO, from keyword research to building high-quality backlinks. Search engines constantly update their algorithms, so you must monitor your website’s performance and adapt your strategies.

Start your do-it-yourself SEO optimisation journey by implementing the techniques we discussed. Begin with thorough keyword research, create high-quality content, and optimise your website’s technical elements. Next, focus on building authoritative backlinks and enhance your local SEO presence.

DIY SEO can yield significant results, but professional help might become necessary. WebsiteStrategies offers tailored SEO consultancy and comprehensive audits to help Australian SMEs improve their online presence. Their expertise can provide valuable insights to boost your SEO efforts (and ultimately, your business growth).