If you've ever heard someone say "you need SEO" and had no clue what that meant, you're definitely not alone. It’s one of those buzzwords that gets thrown around constantly in the business and online marketing world, but most people don’t stop to explain what it actually is, what it does, or how regular people like you can take advantage of it. That’s exactly what we’re going to do here, cut through the noise and explain SEO in plain English, without the technical fluff.
SEO stands for Search Engine Optimization. That sounds intimidating at first, but the concept is simple. It's all about helping your website show up when people use search engines like Google. That’s it. Say you’re a plumber in Poughkeepsie. If someone types “plumber near me” or “leaky faucet fix” into Google, you want your business to appear in those search results. That’s what SEO helps you do, get seen by people who are already looking for the services you offer. It’s kind of like opening a store right on Main Street instead of some back alley. You don’t just want to exist, you want to be found.
When SEO is done right, it helps more people discover your website without you having to pay for ads every week. It works around the clock, even when you’re asleep. It brings in leads, phone calls, customers, and sales. It builds trust, too, because let’s be real, when people see a business ranking on page one of Google, they automatically assume it’s reputable. But how does SEO actually work, and how can a regular small business owner use it?
The key to SEO is understanding what people are searching for and making sure your website is speaking that same language. These are called keywords. Keywords are the exact words and phrases people type into Google when they’re looking for something. “Best pizza in Albany,” “affordable wedding photographer,” “how to fix a dripping sink”, these are all examples. If you include the right keywords on your website, search engines are more likely to match your site with those searches. The trick is to use them naturally, like a human would, not jam them into every sentence like some kind of keyword robot.
There’s also what’s called on-page SEO, which includes things like the words on your page, the titles of your blog posts, and even the names of your images. All of this tells Google what your site is about. Then there’s off-page SEO, which includes links from other websites pointing to yours. When other sites reference your business, it’s like a vote of confidence in the eyes of a search engine. These votes are called backlinks. The more legit sites link to yours, the better your reputation becomes in Google’s eyes.
You’ll also hear about things like meta tags and alt text. Meta tags are short pieces of information hidden in the code of your website that give Google a quick summary of each page, think of it like a book’s back cover. Alt text is just a description of your images, which helps both search engines and visually impaired users understand what your site is showing. Believe it or not, even the photos you upload need to tell Google what’s going on.
If you’re a local business, then local SEO is your best friend. This means optimizing your site and business listings so people nearby can find you when they search. You’ve seen it before: those businesses that pop up with star ratings, phone numbers, and maps when you search for something nearby. That’s local SEO in action. And if you haven’t claimed your Google Business Profile yet, that’s step one.
Now, here’s the kicker, SEO isn’t what it used to be. Back in the early 2000s, people could rank #1 just by stuffing their website with keywords, even if the site was garbage. You could repeat “best plumber” two hundred times and somehow that would work. It was like the digital wild west. But Google got smarter. Now, it’s about quality over quantity. Real content, helpful answers, and websites that actually function well are what win. Sites need to load fast, look good on mobile phones, and offer useful information. Google can sniff out lazy content, bad grammar, and keyword stuffing from a mile away.
So what can the average business owner actually do? You don’t need to be a coder or a digital marketing guru to get the basics right. Start by thinking like a customer. What would you type into Google if you were looking for your own business? Use those phrases naturally in your website text. Make sure your homepage says exactly what you do and where you do it. Write a few helpful blog posts that answer common questions your customers have. Maybe write about how to fix a minor plumbing issue or how to choose the right contractor. Not only will you help people, but you’ll start building authority and visibility in search results. And again, don’t forget your Google Business listing. It’s free, easy to set up, and one of the most powerful tools for local SEO.
At the end of the day, SEO isn’t magic and it isn’t instant. It’s a long-term strategy that builds over time, like planting seeds. You water it, care for it, and eventually, it grows into a steady stream of leads and website traffic. The best part? Unlike paid ads, where your traffic disappears the second you stop paying, good SEO keeps working for you. It’s an investment in visibility and trust.
At Toohey Services, we help businesses get started with SEO in a way that actually makes sense. No tech jargon, no pressure sales. Just real strategies, clear steps, and support along the way. If you're tired of your website just sitting there collecting dust and you're ready to start bringing in more customers, we can show you how. Whether you want us to handle it or you want to learn how to do it yourself, we’re here to make it simple.
0 Comments