SEO for Beginners: How to Boost Your Website’s Visibility
Fifteen years ago, I started my first job in corporate marketing. My boss was launching a new website and told me, “You need to find out how we can get listed at the top of Google.”
Ten months later, I realized that wasn’t going to happen. I had little knowledge of search engine optimization (SEO) and no formal training at all.
Back then, SEO was still new. Businesses of all sizes were trying to figure out how to rank their websites on Google and stay visible to potential customers. This was long before Instagram and Twitter, and many companies relied heavily on paid ads to appear at the top of search results.
As paid Google ads became more common, marketers started to understand the power of organic SEO. Customers and businesses alike notice when a result is labeled “sponsored,” which can make the brand feel less authentic.
While many professionals pursued certifications in Google Analytics, I learned through trial and error, combining lessons from corporate marketing, agency work, and running my own business. Over time, I discovered the best natural methods to improve a website’s visibility on search engines. That’s why I put together this guide — to help small business owners and creatives who are new to SEO implement strategies today.
It’s All in The Keywords
The first step to improving your website SEO is to think like your customers. Imagine someone searching for a creative agency in the Washington, DC metro area. They might type:
“creative agency Washington DC metro”
The companies at the top are usually well-known brands with marketing budgets to support advanced SEO strategies and paid ads. Their keywords are everywhere — on their site, on social media, and in content published by customers, websites, and media outlets — which further boosts their search rankings.
But being a small business doesn’t mean you can’t reach the top. Today, it’s easier than ever to rank your website organically with the right approach. The key is to use specific keywords that represent your brand and include them strategically across your online presence.
Brainstorm a List of Keywords
Start by creating a comprehensive list of potential keywords your audience might use to find your website. Don’t worry about refining them just yet — that comes later. Consider these categories:
Target audience — Who do you want to attract? What problems are they trying to solve? Ask friends or coworkers what they would search for if looking for your services.
Your product or service — List each product or service and describe it in multiple ways. Even if you don’t sell items, think of what your audience receives from your website, like information, advice, or services.
Your brand — Include words that describe your company name, industry, or specialties.
Competitors — Check competitor websites. What keywords do they use? What words are missing?
Synonyms — Consider alternative ways to phrase your keywords. For example: 4th of July, Fourth of July, July 4th, July 4, July Fourth.
Related words — Type your keywords into Google and review the “related searches” suggestions. Add relevant options to your list.
💡 Pro tip: Use free tools like SEMRush, Ubersuggest, Moz Keyword Explorer, or Google Keyword Planner to generate ideas and see search volume trends.
How to Incorporate Keywords into Your Website
Once you’ve compiled your keyword list, it’s important to incorporate them naturally throughout your website. Add keywords in your About Us page, blog posts, product descriptions, and any other text on your site. This helps search engines understand your content and display your site to people searching for your products or services.
Your site title is the name of your website, business, blog, or personal brand. It often appears in the header, browser tabs, and search engine results. Optimizing it can improve visibility and click-through rates.
Keep your site title under 70 characters
Ensure each page has a unique SEO title.
Add SEO titles to blog posts, product pages, and events.
Customize how your titles appear in search results and browser tabs.
💡 Example: Instead of “Home,” use “Creative Marketing Agency | Washington DC | SW Creative”.
Write SEO-Friendly Meta Descriptions
Meta descriptions are short snippets that appear below page titles in Google results. They help users understand your content and improve click-through rates.
Keep descriptions between 50–300 characters.
Include primary keywords naturally
Ensure each page, blog post, product, or event has a unique description.
💡 Example: “SW Creative is a top creative marketing agency in Washington DC, specializing in content strategy, web design, and social media marketing.”
Use Keywords in Headings
Use headings (H1, H2, H3) to organize your page content and signal themes to search engines.
Include keywords in headings where relevant.
Maintain a logical hierarchy (H1 for page title, H2 for main sections, H3 for subtopics).
Avoid duplicating heading text across multiple pages.
💡 Example: Instead of “Our Services,” use “Digital Marketing Services for Small Businesses in DC”,
Add Keywords to Body Content
Include keywords naturally throughout your content:
About Us page – Highlight your brand and services using primary keywords.
Blog posts – Write content around target keywords and related terms.
Product or service descriptions – Use keywords to describe offerings clearly.
Calls-to-action (CTAs) – Include action-oriented phrases that match search intent.
💡 Pro tip: Focus on readability while sprinkling keywords naturally.
Optimize Images and Media
Search engines rely on text to understand images, so optimizing visuals is important:
Use descriptive file names with keywords (e.g.,
creative-marketing-agency-dc.jpg).Add alt text with target keywords.
Compress images to improve page load speed, which affects SEO.
Keep Your Website Updated
Active websites perform better in search rankings:
Add new content regularly, like blog posts or guides.
Update existing pages with current keywords and trends.
Fix broken links and set up redirects for URL changes.
💡 Example: Add a blog post titled “Top 5 SEO Tips for Small Businesses in DC” to target local keywords.
By following these steps, you’ll improve your website’s organic search rankings, attract more visitors, and reach your ideal audience. Start with small, actionable changes, then build a consistent SEO strategy over time.