Module 1: How People Find You Online
Understanding Search in the Age of AI
Learn how Google and AI search engines work, why your website matters more than ever, and the basics of Search Engine Optimization.
Learning Objectives - Understand how Google discovers, reads, and ranks web pages
- Explain what SEO means and why it matters for your business
- Identify the different types of search results you can appear in
- Recognise how AI is changing the way people search for information
- Assess how visible your business currently is online
What You'll Learn - What happens when someone searches on Google
- Crawling, indexing, and ranking explained simply
- What is SEO and why should you care
- The different places your business can appear in search results
- AI search engines: Google AI Overviews, ChatGPT, and Perplexity
- How to check where your business currently stands
What Happens When Someone Searches on Google
Every day, billions of people type questions into Google. But have you ever wondered what actually happens between the moment you press Enter and the moment results appear on your screen? Understanding this process is the foundation of getting your business found online.
Google works in three steps, like a massive library system:
Step 1: Crawling. Google sends out automated programs called "crawlers" (think of them as robot librarians) that visit websites across the internet. These crawlers follow links from one page to another, reading the text, images, and code on each page. They are constantly discovering new pages and checking existing ones for updates.
Step 2: Indexing. After a crawler reads your page, Google stores a copy of it in its "index" - a massive database of every web page it has found. Think of this as Google's catalogue system. If your page is not in the index, it simply does not exist as far as Google is concerned. No one can find it through search.
Step 3: Ranking. When someone types a search query, Google scans its index and decides which pages are the most helpful for that particular question. It considers hundreds of factors - how relevant your content is, how trustworthy your website seems, how fast your page loads, whether it works well on a phone, and much more. The pages it considers most helpful appear at the top of the results.
Here is the important part for business owners: you can influence all three steps. You can make it easy for Google's crawlers to find your pages, ensure your pages are properly indexed, and optimise your content so Google ranks it higher. That is what SEO (Search Engine Optimization) is all about.
Watch video: What Happens When Someone Searches on Google
Key Insight: Google works in three steps: Crawling (discovering pages), Indexing (storing them in its database), and Ranking (deciding which pages best answer each search query). You can influence all three.
Real-World Example: Imagine a bakery owner in Melbourne creates a page titled "Best Sourdough Bread in Melbourne" with a recipe, customer reviews, and photos. Google's crawler finds the page, adds it to the index, and when someone searches "sourdough bakery Melbourne," that page has a good chance of appearing because it directly answers the question.
Think about your own business website. When was the last time you updated the content on your main pages? If Google's crawler visited your site today, would it find fresh, helpful information about your business?
What Is SEO and Why Should You Care
SEO stands for Search Engine Optimization. In simple terms, it means making changes to your website so that search engines like Google can find it more easily and show it to more people.
Think of it this way: having a website without SEO is like opening a shop in a back alley with no signboard. Your products might be excellent, but nobody knows you exist. SEO is your signboard, your street address, and your word-of-mouth reputation - all working together to bring customers to your door.
Why does this matter for your business? Consider these facts:
• 68% of all online experiences start with a search engine. When people need a product or service, they search for it.
• The first page of Google captures over 90% of all clicks. If your website appears on page two or beyond, almost nobody will find you.
• SEO brings "free" traffic. Unlike paid advertising where you pay for every click, visitors from search results cost you nothing once you rank well.
The beauty of SEO is that it works around the clock. A well-optimised page can bring you new visitors and potential customers 24 hours a day, 7 days a week, for months or even years - without you spending a single cent on advertising.
SEO is not about tricking Google. It is about genuinely helping people find what they are looking for. When your website clearly answers the questions your potential customers are asking, Google rewards you by showing your pages higher in the results. It is a win-win: the searcher finds what they need, and you get a new customer.
Watch video: What Is SEO and Why Should You Care
Key Insight: SEO means making your website easier for search engines to find and recommend. It brings free, ongoing traffic to your business - 24 hours a day, 7 days a week - without paying for ads.
Real-World Example: A plumber who writes a helpful page answering "How to fix a dripping tap" might rank on Google for that search. When homeowners find that page and see how knowledgeable the plumber is, many of them call for bigger jobs they cannot do themselves. One helpful page becomes a lead-generating machine.
If a potential customer searched for the main product or service you offer right now, would your website appear on the first page of Google? Try searching for it and see what comes up.
Where Your Business Can Appear in Search Results
When you search for something on Google, the results page is not just a simple list of ten links anymore. In 2026, Google shows many different types of results, and your business can potentially appear in several of them.
1. Regular Search Results (Organic Results). These are the traditional blue links with a title, URL, and short description. This is where most websites appear, and where SEO efforts have the biggest impact.
2. The Local Map Pack. If you search for something like "dentist near me" or "coffee shop Kuala Lumpur," Google shows a map with three business listings. These come from Google Business Profile (which we cover in Module 2). For local businesses, appearing here is often more valuable than ranking first in regular results.
3. AI Overviews. Google now generates AI-written summaries at the top of many search results. These summaries pull information from various websites and present a direct answer. We will cover how to get your business mentioned in these AI summaries in Module 5.
4. Featured Snippets. These are boxes that appear at the very top of search results, showing a direct answer to a question. If your website provides a clear, well-structured answer to a common question, Google may feature it here.
5. Shopping Results. If you sell products, Google can show your products with images and prices directly in the search results.
The key takeaway is that SEO in 2026 is not just about getting one of those ten blue links. There are multiple places your business can appear, and a good SEO strategy targets several of them.
Key Insight: Google shows five types of results: AI Overviews, Featured Snippets, Local Map Pack, Shopping Results, and regular Organic Results. A good SEO strategy targets multiple placements.
Real-World Example: A restaurant owner who optimises their website content (organic results), sets up Google Business Profile (map pack), and provides clear answers to common questions (featured snippet) could appear in three places on the same search results page for "best Italian restaurant near me."
Search for your type of business on Google right now (e.g., "accounting firm" or "yoga studio" plus your city). Which types of results appear? Are there any businesses that show up in multiple places on the same page?
AI Is Changing How People Search
The biggest change in search since Google was invented is happening right now. Artificial Intelligence (AI) is fundamentally changing how people find information online, and this directly affects your business.
Here is what is happening:
Google AI Overviews. Instead of just showing you a list of websites, Google now uses AI to read multiple web pages and generate a summary answer at the top of the results. For example, if you search "how to reduce electricity bills for a small office," Google might display a paragraph summarising the best tips from several websites - without you needing to click any of them. This means fewer people are clicking through to websites for simple questions.
AI Search Engines. New search tools like
ChatGPT and
Perplexity let people ask questions in natural, conversational language and get direct answers. Instead of typing "best CRM software small business," a business owner might ask ChatGPT "Which CRM should I use for a 10-person team on a tight budget?" These AI tools read content from across the web and provide a conversational answer, often citing sources.
What This Means for You. The good news is that the fundamentals of SEO still work. AI systems need to find and read your content before they can recommend it. In fact, websites with clear, well-structured, trustworthy content are
more likely to be cited by AI systems, not less. The businesses that create genuinely helpful content for real people will win in both traditional search and AI search.
The key numbers you should know:
• Google AI Overviews now appear in roughly 25-60% of searches
• About 58-60% of Google searches end without a click to any website (called "zero-click searches")
• ChatGPT has 2.8 billion monthly users asking 2.5 billion questions daily
• Despite all this, Google still handles over 90% of all search traffic
Watch video: AI Is Changing How People Search
Key Insight: AI Overviews and AI search engines like ChatGPT are changing search, but the fundamentals remain: create genuinely helpful, well-structured content and you will win in both traditional and AI-powered search.
Real-World Example: A financial advisor writes a detailed, well-structured article on "How much emergency savings do I need?" Google's AI Overview cites their article when generating its summary, and Perplexity references it in answers to similar questions. One article gets discovered by two different types of search engines.
Try asking the same question to both Google and ChatGPT (or Perplexity). Notice the differences: Google shows links and an AI summary, while ChatGPT gives a conversational answer. Which result would you trust more? What would make you click through to a website?
How Visible Is Your Business Right Now?
Before you start improving your SEO, you need to know where you stand today. Think of it as a health check-up for your online presence. Here are three simple, free ways to assess your current visibility:
1. The Google Search Test. Open Google in a private or incognito browser window (this prevents your personal browsing history from influencing results). Search for your business name. Do you appear? Now search for your main product or service plus your location - for example, "wedding photographer Sydney" or "accounting firm Penang." Can you find your business? If not, that tells you exactly where to start.
2. Google Search Console. This is Google's free tool that shows you exactly how your website performs in search results. It tells you which search terms bring people to your site, how many times your pages appeared in search results, how many people clicked through, and any technical problems Google found with your site. Every business owner should set this up. Visit
search.google.com/search-console to get started.
3. Google Business Profile Check. Search for your business name on Google. If you see a panel on the right side with your business details (address, phone, hours, reviews), you have a Google Business Profile. If not, you need to create one - we will cover exactly how in Module 2.
Do not be discouraged if the results are not great. The whole point of this course is to help you improve. Most small business owners have never thought about SEO, so simply being aware of it puts you ahead of many competitors.
Quick Action Checklist:
• Search your business name on Google - do you appear?
• Search your main service + location - do you appear on page one?
• Check if you have a Google Business Profile
• Sign up for Google Search Console (free)
• Note down three things you want to improve
Watch video: How Visible Is Your Business Right Now?
Key Insight: Start with a simple health check: search for your business name and your main service on Google. Set up Google Search Console (free) to see exactly how your website performs in search results.
Real-World Example: A yoga studio owner searches "yoga classes Brisbane" in an incognito window and discovers she is nowhere on the first page. But when she searches her studio name, she appears - meaning Google knows she exists, but does not yet consider her relevant enough for the main keyword. This gives her a clear goal to work towards.
Go ahead and do the three checks described above. Search your business name, search your main service plus your city, and check for a Google Business Profile panel. Write down what you find - this is your SEO starting point.
Module 2: Your Google Business Profile
The Most Important Free Tool for Local Businesses
Set up and optimise your Google Business Profile to appear in Google Maps, collect reviews, and attract local customers - all for free.
Learning Objectives - Claim and verify your Google Business Profile
- Optimise every section of your profile for maximum visibility
- Develop a strategy for collecting and responding to customer reviews
- Understand what NAP consistency means and why it matters
- Use Google Business Profile posts to engage potential customers
What You'll Learn - What is Google Business Profile and why it matters
- Setting up and verifying your profile step by step
- Optimising your business description and categories
- The power of customer reviews and how to get more
- NAP consistency across the internet
- Posting updates and engaging with customers
What Is Google Business Profile
Google Business Profile (GBP) is a free tool from Google that lets you control how your business appears when people search for you on Google Search and Google Maps. It is arguably the single most important free marketing tool available to any local business.
When someone searches for "coffee shop near me" or "plumber in Petaling Jaya," Google shows a map with three business listings at the top of the results - this is the Local Map Pack. Those listings come directly from Google Business Profile. If you do not have one, you are invisible in these local searches.
Your Google Business Profile shows:
• Your business name, address, and phone number
• Your opening hours (including special holiday hours)
• Customer reviews and your star rating
• Photos of your business, products, or work
• Your website link
• A "Get Directions" button linked to Google Maps
• Posts and updates you publish
• Questions and answers from the public
Here is why this matters: businesses with complete Google Business Profiles get 3.2 times more visibility than those with incomplete profiles. That means more people see your business in search results, more people click to visit your website, and more people call you or visit your premises.
The best part? It is completely free. You do not need to pay a cent to create, verify, or maintain your Google Business Profile. Yet many small business owners either do not have one or have not filled it out properly. This module will fix that.
Watch video: What Is Google Business Profile
Key Insight: Google Business Profile is the most important free tool for local businesses. Businesses with complete profiles get 3.2 times more visibility. Setting it up costs nothing.
Real-World Example: A physiotherapy clinic in Sydney creates a complete Google Business Profile with photos, services listed, accurate hours, and 45 patient reviews. When someone nearby searches "physiotherapist near me," the clinic appears in the top three map results. They receive 15-20 phone calls per month directly from their Google listing - without spending anything on ads.
Do you currently have a Google Business Profile? If yes, is every section filled out completely? If not, what has stopped you from creating one so far?
The Power of Customer Reviews
Customer reviews are one of the most powerful factors in local SEO. They directly influence where your business appears in Google's Local Map Pack, and they also play a huge role in whether someone chooses your business over a competitor.
Google looks at three things about your reviews:
1. Quality. Your overall star rating matters. Businesses with higher ratings tend to rank higher in local results. A rating below 4.0 stars can actively discourage potential customers.
2. Quantity. More reviews signal to Google that your business is active and established. A business with 50 genuine reviews will generally outperform a similar business with only 5 reviews.
3. Recency. Recent reviews carry more weight than old ones. A business that received 10 reviews this month is more relevant than one whose last review was two years ago. Google wants to show businesses that are currently serving customers well.
How to Get More Reviews (Ethically):
• Ask at the right moment. The best time to ask for a review is right after a positive interaction - after a successful delivery, a great meal, or a solved problem. The customer's positive feelings are fresh.
• Make it easy. Share a direct link to your Google review page. You can find this link in your Google Business Profile dashboard. Send it via text message or email - the fewer steps, the better.
• Respond to every review. Reply to all reviews - both positive and negative - within 24-48 hours. This shows potential customers that you care and are engaged. For negative reviews, respond calmly and professionally, and offer to resolve the issue offline.
What NOT to do:
• Never buy fake reviews. Google's systems detect them and will penalise your listing.
• Never offer discounts or gifts in exchange for positive reviews. This violates Google's policies.
• Never write reviews for yourself using fake accounts.
Watch video: The Power of Customer Reviews
Key Insight: Google evaluates reviews on quality (star rating), quantity (number of reviews), and recency (how recent they are). Ask for reviews at the right moment, make it easy, and always respond.
Real-World Example: A dentist trains her front-desk staff to hand patients a small card after each appointment that says: "Enjoyed your visit? We would love a Google review!" with a QR code linking directly to the review page. Within three months, their reviews go from 12 to 65, and they move from position 7 to position 2 in the local map results.
How many Google reviews does your business currently have? Is there a simple process you could put in place to ask satisfied customers for reviews right after a positive interaction?
NAP Consistency: Your Digital Address Card
NAP stands for Name, Address, Phone Number. It sounds simple, but getting your NAP consistent across the internet is one of the most important (and most overlooked) factors in local SEO.
Here is why it matters: Google cross-references your business information across many different websites - your own website, Google Business Profile, social media, online directories, review sites, and more. When Google sees the same name, address, and phone number everywhere, it gains confidence that your business is legitimate and trustworthy. When the information is inconsistent, Google gets confused and may rank you lower.
Even small differences can cause problems:
• "123 Main Street" vs "123 Main St" vs "123 Main St."
• "Acme Solutions Sdn Bhd" vs "Acme Solutions" vs "ACME Solutions"
• "+60 12-345 6789" vs "012-3456789" vs "60123456789"
To Google's systems, these can look like different businesses entirely.
How to Fix Your NAP:
1. Decide on one exact format for your business name, address, and phone number.
2. Update your website footer, contact page, and about page to use this exact format.
3. Update your Google Business Profile to match.
4. Check and update your social media profiles (Facebook, LinkedIn, Instagram).
5. Search for your business on online directories and update any incorrect listings.
This is a one-time effort that pays ongoing dividends. Once your NAP is consistent everywhere, Google trusts your business information more, and you are more likely to appear in local search results.
Watch video: NAP Consistency: Your Digital Address Card
Key Insight: NAP (Name, Address, Phone Number) must be exactly the same across your website, Google Business Profile, social media, and all online directories. Even small differences like "St" vs "Street" can hurt your rankings.
Real-World Example: A real estate agent discovers his business name is listed as "John's Property Services" on his website, "John's Property Service" (no 's') on Facebook, and "Johns Property Services Sdn Bhd" on Google. He standardises it to "John's Property Services Sdn Bhd" everywhere, and within two months his local search visibility improves by 40%.
Open your website, your Google Business Profile (if you have one), and your Facebook page side by side. Is your business name, address, and phone number written in exactly the same format on all three? Note any differences you find.
Posting Updates on Your Google Business Profile
Your Google Business Profile is not a "set it and forget it" tool. Google rewards businesses that actively maintain their profiles with better visibility in local search results. One of the easiest ways to stay active is by publishing regular posts.
Google Business Profile posts are short updates that appear directly on your business listing. There are several types:
Update Posts: Share news about your business, tips related to your industry, or behind-the-scenes content. These keep your profile looking fresh and active.
Offer Posts: Promote special deals, discounts, or limited-time offers. These include a start and end date and are great for driving immediate action.
Event Posts: Announce upcoming events, workshops, webinars, or open days. Include the date, time, and a link to register.
Best Practices for GBP Posts:
• Post at least once a week to signal that your business is active
• Use high-quality photos in every post (posts with images get significantly more engagement)
• Include a clear call-to-action: "Call us," "Visit our website," "Book now," or "Learn more"
• Keep text concise - the first 100 characters are the most important as they show before "Read more"
• Use relevant keywords naturally (do not stuff keywords awkwardly)
Photos and Videos:
Regularly upload new photos of your business, products, team, and happy customers (with their permission). Businesses with more photos receive more engagement and appear more trustworthy. Google even tracks how many photos you have compared to similar businesses.
Think of your Google Business Profile as a mini social media channel that connects directly to Google Search. Every post, photo, and update increases the chances that someone will choose your business over a competitor who has a bare, neglected listing.
Key Insight: Post at least weekly on your Google Business Profile. Use high-quality photos, include a call-to-action, and keep content fresh. Active profiles rank higher in local search results.
Real-World Example: A pet grooming business posts weekly on their GBP: Monday they share a "before and after" grooming photo, Wednesday they post a pet care tip, and Friday they announce weekend appointment availability. Their profile views increase by 60% and phone inquiries double within three months.
What kind of content could you post on your Google Business Profile this week? Think of one update, one tip related to your industry, and one photo you could share. Schedule them now while the idea is fresh.
Optimising Your Profile for Maximum Visibility
Now that you understand the importance of Google Business Profile, let us go through the key sections you need to optimise for maximum visibility.
Business Category. This is one of the most important fields. Your primary category determines which searches your business appears for. Choose the most specific category that fits your business. For example, "Thai Restaurant" is better than just "Restaurant." You can also add secondary categories - a bakery that serves coffee could use "Bakery" as primary and "Coffee Shop" as secondary.
Business Description. You have 750 characters to describe your business. Use this space wisely:
• Lead with what makes your business unique
• Include the services or products you offer
• Mention the areas you serve
• Use natural keywords that customers might search for
• Write for humans first, not search engines
Services and Products. Google lets you list individual services or products with descriptions and prices. Fill these out completely - they help Google understand exactly what you offer and can match you with more specific searches.
Business Hours. Keep these accurate and up to date. Include special hours for holidays. Nothing frustrates a customer more than driving to a business that is supposed to be open but is actually closed.
Attributes. Google offers various attributes depending on your business type: "wheelchair accessible," "free Wi-Fi," "outdoor seating," "women-owned," etc. Select all that apply - these help you appear in filtered searches.
Questions and Answers. The Q&A section is public. Proactively seed it with common questions and detailed answers. Monitor it regularly and respond promptly to new questions. Do not let random people answer questions about your business with incorrect information.
The Bottom Line: A fully optimised Google Business Profile takes about an hour to set up properly, but it works for you 24 hours a day, every day, for free. There is no other marketing tool with a better return on time invested.
Key Insight: Choose the most specific business category, write a compelling 750-character description, list all services with prices, keep hours accurate, and proactively manage the Q&A section.
Real-World Example: An accountant changes her primary category from the generic "Financial Service" to the specific "Accountant." She adds secondary categories "Tax Preparation Service" and "Bookkeeping Service." Within a month, her listing starts appearing for searches like "accountant near me" and "tax preparation" - searches she was invisible to before.
Log into your Google Business Profile and check: Is your business category as specific as possible? Is your description filled out? Are all your services listed? Write down three improvements you can make today.
Module 3: Making Your Website Search-Friendly
The Technical Basics That Matter Most
Learn the essential website improvements that help Google rank your pages higher - from page titles and descriptions to mobile-friendliness and site speed.
Learning Objectives - Write effective page titles and meta descriptions that attract clicks
- Understand why mobile-friendliness is essential for search rankings
- Check and improve your website speed using free tools
- Ensure your website is secure with HTTPS
- Use headings and page structure to help Google understand your content
What You'll Learn - Page titles and meta descriptions: your search results billboard
- Mobile-first indexing and why your mobile site matters most
- Website speed and Core Web Vitals explained simply
- HTTPS security and building trust
- Structuring your pages with headings and internal links
Page Titles and Meta Descriptions
When your website appears in Google search results, two things determine whether someone clicks on your listing or skips past it: the page title (also called the "title tag") and the meta description. Think of these as your billboard on Google's highway - you have a few seconds to convince someone to visit your shop.
The Page Title is the clickable blue headline in search results. It is the single most important on-page SEO element. Here is how to write an effective one:
• Keep it under 60 characters (longer titles get cut off)
• Put your most important keyword near the beginning
• Make it descriptive and specific
• Include your business name at the end (separated by a dash or pipe)
Bad example: "Home | ABC Company"
Good example: "Emergency Plumbing Repairs in Melbourne | ABC Plumbing"
The Meta Description is the short paragraph of text that appears below the title in search results. While Google says meta descriptions do not directly affect rankings, they massively affect whether someone clicks on your result.
• Keep it under 155 characters
• Summarise what the page offers and why someone should click
• Include a call to action: "Learn more," "Get a free quote," "Book today"
• Include relevant keywords naturally (Google bolds matching keywords)
Bad example: "Welcome to our website. We offer many services."
Good example: "24/7 emergency plumbing in Melbourne. Fixed-price quotes, no call-out fee. Call now or book online for same-day service."
Every page on your website should have a unique title and description. Your homepage, service pages, about page, and blog posts should each have their own.
Watch video: Page Titles and Meta Descriptions
Key Insight: Your page title and meta description are your billboard in Google results. Keep titles under 60 characters with keywords first. Keep descriptions under 155 characters with a clear call-to-action.
Real-World Example: A dog grooming business changes their homepage title from "Home - Paws & Co" to "Professional Dog Grooming in Perth | Paws & Co" and their meta description from "Welcome to Paws & Co" to "Expert dog grooming, nail trimming, and puppy spa treatments in Perth. Walk-ins welcome. Book your appointment today!" Their click-through rate from Google increases by 35%.
Check the page title and meta description of your website's homepage. You can see the title by looking at the browser tab, and the description by searching for your website on Google. Do they clearly describe what your business offers and include a reason to click?
Mobile-First: Your Phone Version Comes First
Here is a fact that surprises many business owners:
Google primarily uses the mobile version of your website to decide your search rankings. This is called "mobile-first indexing," and it has been the standard since 2019.
What this means is simple: even if your website looks beautiful on a desktop computer, if it does not work well on a smartphone, your search rankings will suffer. In 2026, over 60% of all Google searches happen on mobile devices, and in many countries that number is over 80%.
How to Check if Your Site Is Mobile-Friendly:
1. Open your website on your smartphone
2. Can you read the text without zooming in?
3. Can you tap buttons and links easily without accidentally hitting the wrong one?
4. Does the layout look good, or does it spill off the screen?
5. Do images load properly and fit the screen?
Common Mobile Problems:
•
Text too small to read - body text should be at least 16 pixels
•
Tap targets too close together - buttons and links need enough space around them
•
Content wider than the screen - users should never need to scroll sideways
•
Pop-ups that cover the screen - Google penalises intrusive pop-ups on mobile
•
Missing content - your mobile site must have the same content as your desktop site
If your website was built by a professional in the last few years, it is likely already "responsive" (meaning it automatically adjusts to different screen sizes). But if your site is older, or if you have never checked the mobile version yourself, now is the time to do so.
You can also use Google's free tool at
pagespeed.web.dev to test how your mobile site performs and get specific suggestions for improvement.
Key Insight: Google ranks websites based on their mobile version. Over 60% of searches happen on phones. Test your site on a smartphone: text should be readable, buttons tappable, and layout should fit the screen.
Real-World Example: A law firm discovers that their website looks great on desktop but the text is tiny on mobile and the phone number link does not work. After their web developer makes it properly responsive, their Google rankings improve within six weeks because Google's mobile-first indexing now sees a well-functioning site.
Open your website on your phone right now. Can you read everything without zooming? Are all buttons easy to tap? Does everything look and work properly? Note any issues you find.
Website Speed and Core Web Vitals
Nobody likes a slow website. If your page takes more than three seconds to load, 53% of mobile visitors will leave before they even see your content. Google knows this, which is why website speed is a ranking factor.
Google measures your website's performance using three metrics called Core Web Vitals. Do not worry about the technical names - what matters is understanding what they measure:
1. Loading Speed (LCP): How fast does the main content of your page appear? Target: under 2.5 seconds. The biggest culprits for slow loading are large images, slow hosting, and too many scripts.
2. Responsiveness (INP): When someone clicks a button or taps a link, how quickly does the site respond? Target: under 200 milliseconds (a fifth of a second). Slow responses make your site feel "laggy."
3. Visual Stability (CLS): Does the page content stay in place while loading, or does it jump around? Target: under 0.1. You have probably experienced this - you are about to tap a button and suddenly an ad loads above it, pushing everything down. That is what CLS measures.
Quick Wins for Faster Loading:
• Compress images - use free tools like TinyPNG or Squoosh to reduce file sizes
• Choose good hosting - cheap hosting often means slow loading
• Reduce plugins - if you use WordPress, deactivate plugins you do not need
• Specify image dimensions - tell the browser how big images are so it does not rearrange the page
Watch video: Website Speed and Core Web Vitals
Key Insight: Core Web Vitals measure three things: loading speed (under 2.5s), responsiveness (under 200ms), and visual stability (no jumping content). Test your site free at pagespeed.web.dev.
Real-World Example: A restaurant owner tests their website at pagespeed.web.dev and gets a mobile score of 35 out of 100. The biggest issue: their hero image is 4MB (a very large file). After compressing it to 200KB using TinyPNG, their score jumps to 78 and the page loads two seconds faster.
Go to pagespeed.web.dev and enter your website URL. What is your mobile score? If it is below 50, the biggest improvement will likely come from compressing your images. What does the tool suggest?
HTTPS: The Padlock That Builds Trust
Look at the address bar of your browser right now. Do you see a padlock icon before the website address? That padlock means the website uses HTTPS (the "S" stands for "Secure"). It means the connection between your browser and the website is encrypted - nobody can eavesdrop on the data being sent back and forth.
Why HTTPS Matters for SEO:
• Google has used HTTPS as a ranking signal since 2014. Secure sites get a small boost over insecure ones.
• Browsers like Chrome display a "Not Secure" warning for websites without HTTPS. This warning scares visitors away.
• If your website collects any information (contact forms, email sign-ups, payments), HTTPS protects that data.
How to Get HTTPS:
You need an SSL certificate (the technology behind HTTPS). The good news is that most hosting providers now offer free SSL certificates through a service called Let's Encrypt. Here is what to do:
1. Check with your hosting provider. Most modern hosts (like Hostinger, SiteGround, Namecheap, or Cloudflare) include free SSL. Log into your hosting control panel and look for "SSL" or "Security."
2. Enable the certificate. It is usually a single click to activate.
3. Redirect HTTP to HTTPS. Make sure anyone visiting the old "http://" version of your site is automatically sent to the secure "https://" version.
4. Update internal links. Make sure all links within your site use "https://" instead of "http://"
If your website already has the padlock icon, you are all set. If not, this is one of the easiest and most impactful SEO improvements you can make - it often takes less than 30 minutes to set up.
Key Insight: HTTPS (the padlock icon) is a Google ranking signal. Most hosting providers offer free SSL certificates. If your site shows "Not Secure," fix this immediately - it takes less than 30 minutes.
Real-World Example: A small accounting firm notices their website shows "Not Secure" in Chrome. They contact their hosting provider, who activates a free SSL certificate in 10 minutes. The "Not Secure" warning disappears, replaced by a reassuring padlock. Their bounce rate (visitors who leave immediately) drops by 15% because visitors now trust the site.
Check your website right now - do you see a padlock icon in the address bar? If not, contact your hosting provider and ask about enabling a free SSL certificate. This is a quick win you can implement today.
Structuring Your Pages for Google and Visitors
The way you organise the content on your web pages directly affects how well Google understands what each page is about. Think of it like writing a well-organised report versus dumping everything into one long, unformatted block of text.
Headings (H1, H2, H3):
HTML headings create a hierarchy on your page. There are six levels (H1 through H6), but most websites only need H1, H2, and H3.
• H1 is the main title of the page. Every page should have exactly one H1. Example: "Emergency Plumbing Services in Melbourne"
• H2 headings divide your page into major sections. Example: "Our Services," "Pricing," "Service Areas"
• H3 headings break sections into sub-topics. Example: under "Our Services" you might have "Burst Pipes," "Blocked Drains," "Hot Water Repairs"
When Google reads your page, it uses these headings to understand the structure and topics covered. Clear headings with relevant keywords help Google match your page to the right search queries.
Internal Links:
Internal links are links from one page on your website to another page on the same website. They serve two important purposes:
1. They help visitors navigate your site and find related information
2. They help Google discover and understand all your pages
For example, if your services page mentions "home renovation," you could link those words to your dedicated home renovation page. This tells both visitors and Google that you have more detailed information available.
URL Structure:
Your page URLs (web addresses) should be clean and descriptive:
• Good: yoursite.com/emergency-plumbing
• Bad: yoursite.com/page?id=12847&cat=3
Short, descriptive URLs that include relevant keywords help both search engines and humans understand what a page is about before clicking on it.
Key Insight: Use one H1 heading per page for the main title, H2 for sections, and H3 for sub-topics. Add internal links between related pages. Keep URLs short and descriptive.
Real-World Example: A fitness studio restructures their services page from one long text block into clear sections: H1 "Group Fitness Classes in Brisbane," H2 "Yoga Classes," H2 "Pilates Classes," H2 "HIIT Classes." Under each H2, they add an H3 for schedule and pricing. They also add internal links from each class type to its dedicated page. Within a month, they start ranking for specific searches like "yoga classes Brisbane" and "HIIT classes Brisbane."
Look at one of the main pages on your website. Does it have a clear H1 heading? Are different sections separated with H2 headings? Are there links to other relevant pages on your site? How could you improve the structure?
Module 4: Creating Content That Ranks
What Google Wants to See on Your Website
Learn how to create website content that Google considers helpful and trustworthy - from understanding keywords to building your online authority.
Learning Objectives - Understand what E-E-A-T means and how to demonstrate it on your website
- Find the keywords your customers are actually searching for
- Write content that genuinely helps your target audience
- Understand Google's rules about AI-generated content
- Create a simple content plan for your business website
What You'll Learn - E-E-A-T: how Google judges content quality
- Finding the right keywords for your business
- Writing content that answers real customer questions
- Google's rules on AI-generated content
- Building your content plan
E-E-A-T: How Google Judges Your Content
In a world where anyone can publish anything online, Google needs a way to separate trustworthy content from unreliable content. This is where E-E-A-T comes in. It stands for:
Experience - Has the person who created the content actually done or used what they are writing about? A hotel review from someone who actually stayed there is far more valuable than one written by someone who has never visited.
Expertise - Does the creator have genuine knowledge or skill in this area? A health article written by a qualified doctor carries more weight than one written by someone with no medical background.
Authoritativeness - Is the creator or website recognised as a go-to source in their field? This comes from reputation, being cited by other trusted sources, and years of consistent quality.
Trustworthiness - This is the most important factor. Can users trust the content? Is it accurate, transparent, and honest?
Why does this matter more than ever in 2026? With the explosion of AI-generated content flooding the internet, Google is placing even greater emphasis on E-E-A-T. A striking statistic: 96% of AI Overview citations come from sources with strong E-E-A-T signals.
How to Demonstrate E-E-A-T as a Small Business:
• Add an "About" page with real credentials, photos, and your story
• Include author names on blog posts with brief bios
• Share real case studies and customer results
• Display genuine customer reviews and testimonials
• Show real-world experience: photos from events, behind-the-scenes content
• Keep your content accurate and update it regularly
Watch video: E-E-A-T: How Google Judges Your Content
Key Insight: E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses this to judge content quality. 96% of AI Overview citations come from sources with strong E-E-A-T.
Real-World Example: A financial planner adds an "About" page with her CFP certification, 15 years of experience, a professional photo, and three client case studies showing real results. She also adds her byline to every blog post. Google recognises these E-E-A-T signals, and her content starts ranking higher for financial planning queries.
Does your website demonstrate E-E-A-T? Do you have an About page with real credentials and photos? Are there customer testimonials or case studies? What could you add this week to strengthen your trustworthiness?
Finding the Right Keywords
Keywords are the words and phrases that people type into Google when they are looking for something. Understanding which keywords your potential customers use is one of the most important parts of SEO.
Here is the thing: the words you use to describe your business are often different from the words your customers use. An orthodontist might call their service "orthodontic treatment," but most patients search for "teeth straightening" or "braces cost." If your website only uses industry jargon, you are missing the searches that real customers make.
How to Find Keywords (Free Methods):
1. Google Autocomplete. Start typing a search related to your business and see what Google suggests. These suggestions are based on what people actually search for. Write them down.
2. "People Also Ask" Box. When you search something on Google, look for the "People also ask" section. These are real questions from real people. Each one is a potential piece of content for your website.
3. Google Keyword Planner. A free tool (you need a Google Ads account, but you do not need to run ads). It shows how many people search for specific terms each month and suggests related keywords.
4. Answer The Public. A free tool at answerthepublic.com that shows all the questions people ask about any topic.
5. Talk to your customers. Ask them: "What did you search for when you found us?" or "What problem were you trying to solve?" Their answers are your best keywords.
Types of Keywords:
• Short-tail (1-2 words): "plumber" - very competitive, hard to rank for
• Long-tail (3+ words): "emergency plumber open on weekends" - less competition, higher intent to buy
For small businesses, long-tail keywords are gold. There are fewer people searching for them, but those people are much more likely to become customers because their search is very specific.
Watch video: Finding the Right Keywords
Key Insight: Keywords are the words customers type into Google. Use Google Autocomplete, "People Also Ask," and customer conversations to find them. Long-tail keywords (3+ words) are the best opportunity for small businesses.
Real-World Example: A wedding photographer discovers through Google Autocomplete that people search for "affordable wedding photographer Perth" (200 searches/month) rather than "wedding photography services" (50 searches/month). She creates a page targeting the phrase people actually use and starts getting more enquiries.
Try this right now: go to Google and start typing what your business offers. What does Google suggest? Write down 10 autocomplete suggestions. These are real searches from real people - and each one could become a page or section on your website.
Writing Content That People and Google Love
Now that you understand E-E-A-T and keywords, let us talk about actually creating content. The golden rule in 2026 is simple: write content that genuinely helps real people solve real problems. If you do that, Google will reward you.
Here is what works:
1. Answer Real Questions. Every piece of content should answer a specific question that your customers actually ask. Not what you think they should ask - what they actually ask. Use the keyword research techniques from the previous section to find these questions.
2. Lead With the Answer. Do not bury the important information at the bottom. Put the key answer in the first paragraph or two. AI systems (Google AI Overviews, ChatGPT, Perplexity) extract concise, direct answers. If your answer is clear and upfront, you are more likely to be cited.
3. Add Your Real Experience. This is what separates your content from AI-generated filler. Include your own data, customer stories, original photos, professional opinions, and real examples from your work. A plumber writing about "how to fix a dripping tap" should include photos of actual repairs, not stock images.
4. Structure It Clearly. Use headings, short paragraphs, bullet points, and numbered lists. Walls of text are hard to read and hard for search engines to parse. The ideal paragraph length is 2-3 sentences.
5. Keep It Updated. Outdated content ranks lower over time. Review your important pages at least every three to six months. Update statistics, add new information, and remove anything that is no longer accurate.
What to Avoid:
• Writing only about yourself and how great your business is
• Stuffing keywords unnaturally into your text
• Copying content from other websites
• Creating thin pages with only 100-200 words
Watch video: Writing Content That People and Google Love
Key Insight: Write content that answers real customer questions. Lead with the answer, add your genuine experience, structure it clearly with headings and lists, and keep it updated every 3-6 months.
Real-World Example: An electrician creates a page titled "How Much Does It Cost to Rewire a House in Australia?" He leads with a clear price range, then explains the factors that affect cost, includes photos from actual rewiring jobs, and shares a real client case study. The page ranks on page one because it directly answers a common question with real expertise.
What are the five most common questions your customers ask you? Write them down. Each one could become a valuable page on your website that attracts new customers through search.
Google's Rules on AI-Generated Content
With tools like ChatGPT, Gemini, and Claude making it easy to generate written content, many business owners wonder: "Can I use AI to write my website content? Will Google penalise me?"
Here is Google's official position, stated clearly: Google cares about content quality, not how it was made. Whether a human, an AI, or a combination wrote the content does not matter. Google rewards helpful, reliable, people-first content regardless of who or what created it.
What WILL Get You Penalised:
• Publishing raw, unedited AI output without any human review
• Mass-producing low-quality AI content just to fill your website with pages
• Using AI to generate content primarily to manipulate search rankings rather than to help people
• Content where "all or almost all" is AI-generated with no effort, originality, or added value
The Smart Way to Use AI for Content:
1. Use AI as a drafting assistant, not an autopilot. Let AI create the first draft, then add your own experience, examples, and voice.
2. Always edit and verify. AI tools sometimes generate incorrect information (called "hallucinations"). Check every fact before publishing.
3. Add what AI cannot. Your real-world experience, customer stories, original photos, proprietary data, and professional opinions - these are things AI cannot invent.
4. Write for your audience, not for Google. If a piece of content genuinely helps someone, Google will find a way to reward it.
Think of AI as a tool, like a calculator or a spell-checker. A calculator does not make you a mathematician - it helps you work faster. AI does not make you a writer - it helps you create better content more efficiently. The expertise, experience, and judgment you bring is what makes the content valuable.
Key Insight: Google does not penalise AI-generated content. It penalises unhelpful content. Use AI as a drafting assistant, always verify facts, and add your real experience and expertise - the things AI cannot provide.
Real-World Example: A bakery owner uses ChatGPT to draft a blog post about "5 Tips for Perfect Sourdough at Home." She then edits it extensively: adds her own photos of each step, shares a story about her worst sourdough disaster, adjusts the technique to match what actually works in her kitchen, and adds a tip about local flour brands. The final post is 70% her own expertise, 30% AI structure - and it ranks well because it is genuinely helpful and unique.
If you were to use AI to help write content for your website, what unique experience, examples, or insights could you add that no AI could generate? That is your competitive advantage.
Building Your Content Plan
You do not need to create hundreds of pages to succeed with SEO. A small business with 10-20 well-crafted pages targeting the right keywords can outperform a competitor with 200 generic pages. What matters is having a plan.
Here is a simple content framework for any small business website:
Must-Have Pages:
• Homepage - Clear headline saying what you do, who you serve, and how to contact you
• Service/Product Pages - One page for each major service or product category
• About Page - Your story, credentials, team photos (critical for E-E-A-T)
• Contact Page - Address, phone, email, map, contact form
• FAQ Page - Answers to the questions customers ask most often
High-Value Content Pages:
• "How-To" Guides - Teach your audience something useful related to your field
• Case Studies - Show real results you have achieved for real clients
• Local Landing Pages - If you serve multiple areas, create a page for each location
• Comparison Pages - Help customers understand their options (e.g., "Solar Panels vs Solar Hot Water")
A Simple Schedule:
You do not need to publish every day. Even one quality piece of content per month is better than daily low-quality posts. A realistic schedule for a busy business owner:
• Month 1: Optimise your existing pages (titles, descriptions, headings)
• Month 2: Create or improve your About page and FAQ page
• Month 3: Write one "How-To" guide answering your customers' biggest question
• Month 4+: Add one new piece of content per month, based on keyword research
The Topic Cluster Strategy:
Instead of creating random, unconnected pages, build clusters of related content. For example, a personal trainer might create a main page on "Weight Loss Training" and link it to related pages on "Meal Planning for Weight Loss," "Best Exercises for Beginners," and "How to Stay Motivated." This tells Google you are an authority on the entire topic, not just one page.
Key Insight: You do not need hundreds of pages. Start with 5 must-have pages (homepage, services, about, contact, FAQ), then add one quality piece per month based on keyword research.
Real-World Example: A small architecture firm starts with just seven pages: homepage, residential design, commercial design, about, contact, FAQ, and one case study. Over six months, they add one case study per month and two "How-To" guides. By month six, they rank on page one for "architect" plus their city name, generating three new client enquiries per week.
List the five must-have pages for your website. Do you have all of them? If not, which one will you create first? Then think about three "How-To" guides you could write based on questions your customers frequently ask.
Module 5: Getting Found in the Age of AI
Future-Proofing Your Online Visibility
Master the advanced strategies that matter most in 2026 - from schema markup and voice search to AI search engines and measuring your results.
Learning Objectives - Understand how to optimise for AI search engines like ChatGPT and Perplexity
- Learn what schema markup is and why it matters for search visibility
- Optimise your content for voice search queries
- Use Google Search Console to measure and improve your SEO performance
- Create an action plan to implement what you have learned
What You'll Learn - Optimising for AI search engines beyond Google
- Schema markup: helping search engines understand your business
- Voice search and how people search by speaking
- Measuring your SEO results with free tools
- Your 90-day SEO action plan
Optimising for AI Search Engines
In Module 1, we introduced the new AI search engines. Now let us talk about how to make sure your business gets found by them. This emerging field is called Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO).
Here is a critical fact: 80% of URLs cited by ChatGPT and Perplexity do NOT rank in Google's top 100. This means the old approach of "just rank on Google" is no longer enough. AI search engines discover and cite content differently.
How AI Search Engines Find Content:
• They crawl the web similarly to Google, but prioritise different signals
• They favour content that is clearly structured with direct answers
• They look for brand mentions and authority across the web
• They prefer content in plain HTML (many AI crawlers cannot process complex JavaScript)
• They value current, recently updated information
Practical Steps to Appear in AI Search Results:
1. Structure content with clear, direct answers. Start each section with a concise answer, then expand with detail. The ideal passage length for AI citation is 134-167 words.
2. Use schema markup (we cover this in the next section). Schema helps AI systems understand your content's structure and meaning.
3. Build brand mentions. AI search engines track brand authority by looking at how often your brand is mentioned across the web. Get featured in industry articles, directory listings, and news mentions.
4. Ensure content is in plain HTML. If your website relies heavily on JavaScript to display content, AI crawlers may not be able to read it. Ask your web developer to ensure important content loads as standard HTML.
5. Update content regularly. AI systems favour current information. Review and refresh your important pages at least quarterly.
6. Continue Google SEO. Google still handles over 90% of search traffic. Do not abandon traditional SEO - build on it.
Watch video: Optimising for AI Search Engines
Key Insight: 80% of URLs cited by ChatGPT and Perplexity do NOT rank in Google's top 100. To appear in AI search: structure content with direct answers, build brand mentions, use schema markup, and keep content current.
Real-World Example: A tax consulting firm writes a page answering "How much tax does a small business pay in Australia?" They structure it with the answer in the first paragraph, then detailed breakdowns by business type. Perplexity starts citing this page in answers to related tax questions, bringing a new stream of visitors the firm never expected.
Try asking ChatGPT or Perplexity a question related to your industry. Does any local business get mentioned in the answer? What would your business need to do to be cited?
Schema Markup: Speak Google's Language
Imagine you run a restaurant. When a customer walks in, they can see the menu, the opening hours, the prices, and the dining area. But when Google's crawler visits your website, all it sees is text and code. It has to guess what everything means.
Schema markup removes that guesswork.
Schema markup (also called "structured data") is a special code added to your website that tells search engines exactly what your content means. It is like putting labels on everything: "This is our business name," "This is our phone number," "This is a customer review with a 5-star rating," "This event happens on March 15."
Why Schema Markup Matters:
• Websites with schema markup see
20-30% higher click-through rates in search results
• Schema is the primary way small businesses enter Google's Knowledge Graph (the information panel shown for known entities)
• AI search engines rely heavily on structured data to understand and cite information
Essential Schema Types for Small Businesses:
How to Add Schema Markup:
If you use WordPress, plugins like
Rank Math or
Yoast SEO can add basic schema without coding. For custom websites, a web developer can implement JSON-LD structured data (Google's preferred format) relatively quickly. You can also use Google's
Structured Data documentation to learn more.
Watch video: Schema Markup: Speak Google's Language
Key Insight: Schema markup tells search engines exactly what your content means. It increases click-through rates by 20-30% and is essential for AI search visibility. WordPress plugins like Rank Math can add it without coding.
Real-World Example: A yoga studio adds LocalBusiness and FAQPage schema to their website using the Rank Math WordPress plugin. Their FAQ answers start appearing directly in Google search results as expandable boxes. Their click-through rate jumps by 25% because the rich results stand out from competitors' plain text listings.
Does your website have any schema markup? If you use WordPress, check if you have Rank Math or Yoast installed. If not, this could be one of the highest-impact improvements you make.
Voice Search: Talking to Find Your Business
More people are speaking to their devices to search than ever before. Over 8.4 billion voice-enabled devices are in use worldwide, and 32% of consumers use voice search daily. For local businesses, this is especially important: 58% of voice searches are for local business information, and 76% of local voice searches result in a same-day visit.
Voice search queries are fundamentally different from typed searches. When someone types, they might enter "plumber Sydney." When they speak, they say "Hey Google, who is the best plumber near me that is available this weekend?" Voice queries are longer, more conversational, and often phrased as questions.
How to Optimise for Voice Search:
1. Create FAQ content. Voice assistants love pulling answers from FAQ-style content. Structure your pages around questions: who, what, where, when, why, and how.
2. Write in a natural, conversational tone. Voice search results tend to be written in natural language, not formal or academic writing. Write the way your customers speak.
3. Target Featured Snippets. About 41% of voice search answers come from Featured Snippets - those answer boxes at the top of Google results. Provide clear, concise answers to common questions (40-60 words is the sweet spot).
4. Ensure fast page loading. Voice search results load 52% faster than average web pages. Speed matters even more for voice than for regular search.
5. Optimise your Google Business Profile. Many voice searches are local ("near me" queries), so a complete, accurate Google Business Profile is essential.
6. Use conversational language in your content. Instead of "Professional plumbing services available," write "We are plumbers who fix leaks, unblock drains, and install hot water systems in the Sydney area. Call us any time - we are available on weekends too."
Watch video: Voice Search: Talking to Find Your Business
Key Insight: 58% of voice searches are for local businesses, and 76% result in a same-day visit. Optimise by creating FAQ content, writing conversationally, targeting Featured Snippets, and keeping your site fast.
Real-World Example: A pizza restaurant creates an FAQ page answering common questions: "What time does [restaurant name] close?", "Does [restaurant name] deliver?", "What is the best pizza near [suburb]?" When someone asks their Google Home "Hey Google, does [restaurant] deliver?", the answer is pulled directly from their FAQ page.
Try asking your phone a question about the type of service you provide (e.g., "Hey Google, where can I find a [your service] near me?"). What comes up? If it is not your business, what would you need to change?
Measuring Your SEO Results
You cannot improve what you do not measure. The good news is that Google provides powerful, free tools to track your SEO progress. You do not need expensive software to understand how your website is performing.
Google Search Console (Free):
This is your most important SEO measurement tool. It shows you:
•
Search Queries: Which words and phrases bring people to your site
•
Impressions: How many times your pages appeared in search results
•
Clicks: How many people actually clicked through to your site
•
Average Position: Where you rank on average for each query
•
Technical Issues: Any problems Google found while crawling your site
Set up Search Console at
search.google.com/search-console and check it at least once a month.
Google Analytics 4 (Free):
While Search Console shows what happens in Google Search, Google Analytics shows what happens on your website:
• How many visitors you get
• Where they come from (search, social media, direct, referral)
• Which pages they visit
• How long they stay
• What actions they take (form submissions, phone clicks, purchases)
Key Metrics to Track Monthly:
1.
Organic traffic - Visitors from search results (should trend upward)
2.
Search impressions - How often you appear in results (early indicator)
3.
Click-through rate (CTR) - Percentage of impressions that lead to clicks
4.
Average position - Your ranking for key search terms
5.
Top queries - What people search to find you (may reveal new opportunities)
Setting Realistic Expectations:
SEO is not instant. It typically takes 3-6 months to see significant improvements, and 6-12 months for competitive keywords. This is normal. The results compound over time - each improvement builds on previous ones.
Key Insight: Use Google Search Console (free) to track queries, clicks, and rankings. Check it monthly. SEO typically takes 3-6 months for results - focus on organic traffic and search impressions trending upward.
Real-World Example: A cleaning company checks Google Search Console and discovers they are getting 500 impressions per month for "office cleaning services" but only 10 clicks (2% CTR). They improve their page title and meta description to be more compelling, and their CTR doubles to 4% - meaning 20 visitors from the same ranking, without changing their position at all.
If you have not already, set up Google Search Console today. It takes about 10 minutes. Once verified, check back in a week to see your first data. Write down your current organic traffic number - this is your benchmark.
Your 90-Day SEO Action Plan
Congratulations on completing this course! You now know more about SEO than most of your competitors. But knowledge without action is useless. Here is your 90-day plan to put everything into practice:
Week 1-2: Set Up Your Foundation
• Set up Google Search Console and verify your website
• Set up Google Analytics 4
• Claim or create your Google Business Profile
• Fill out every section of your Business Profile completely
• Upload at least 10 quality photos to your Business Profile
Week 3-4: Fix the Quick Wins
• Check your website for HTTPS (fix if missing)
• Test your website speed at pagespeed.web.dev
• Compress any large images
• Rewrite your homepage title and meta description
• Ensure your website works well on mobile
• Fix your NAP consistency across all platforms
Month 2: Optimise Your Content
• Rewrite page titles and meta descriptions for all key pages
• Add or improve H1 and H2 headings on every page
• Create or update your About page with credentials and photos
• Create a FAQ page answering your customers' top 10 questions
• Add internal links between related pages
Month 3: Build and Grow
• Write your first "How-To" guide or case study
• Ask 10 satisfied customers for Google reviews
• Respond to all existing reviews
• Post weekly on your Google Business Profile
• Look into adding schema markup to your site
• Review Google Search Console data and adjust your strategy
Ongoing (Monthly):
• Publish one quality piece of content per month
• Post weekly on Google Business Profile
• Ask for and respond to customer reviews
• Check Google Search Console monthly
• Update existing content every 3-6 months
Remember: you do not have to do everything at once. The most important thing is to start. Even implementing just the Week 1-2 actions will put you ahead of most of your competitors. Build from there, one step at a time.
SEO is not a one-time project - it is an ongoing practice. But unlike paid advertising, the results accumulate. Every improvement you make today continues to work for you tomorrow, next month, and next year.
Key Insight: Start with the foundation (Google tools, Business Profile), fix quick wins (HTTPS, speed, titles), optimise content (headings, About page, FAQ), then build and grow. One step at a time - consistency beats perfection.
Real-World Example: A physiotherapy clinic follows this exact 90-day plan. By month three, they have: a complete Google Business Profile with 25 new reviews, a website that loads in 2 seconds, optimised page titles for all services, and a FAQ page answering 15 common patient questions. Their organic traffic has grown by 40% and they are receiving 8 new patient enquiries per month from Google - up from 2.
Which part of the 90-day plan feels most achievable for you right now? Choose one action from Week 1-2 and commit to doing it today. Write it down, set a reminder, and take that first step. Your future customers are searching for you right now.
