1. Introduction: Making SEO Clear

Search Engine Optimization (SEO) can seem complex, but it boils down to one thing: making it easy for the right people to find your business online. This guide cuts through the jargon to give you a practical, no-nonsense introduction to the SEO basics that actually matter. My name is Nolan Phelps, founder of FunkPd, and with over 15 years of building and ranking websites – especially for businesses in the trades, construction, and industrial sectors – I’ve seen what works and what doesn’t. This guide is for business owners and beginners who need actionable steps, not just theory.

We’ll cover the core foundations you need to understand to improve your website’s visibility and attract more potential customers directly from search engines like Google.

2. What is SEO and Why Does Your Business Need It?

SEO is the process of improving your website so that search engines like Google show it more prominently when people search for relevant terms (keywords). Think of it as making your website speak Google’s language while also being incredibly helpful to your visitors – what Google calls “people-first content”.

Why care?

• More Visibility, More Leads: Higher rankings mean more people see your business when actively looking for your services or products. This “organic traffic” often converts better than paid ads.
• Builds Trust & Credibility: People trust websites that rank well on Google. Appearing high in search results signals authority in your field.
• Cost-Effective Marketing: While it takes effort, SEO can deliver a consistent flow of leads over the long term without ongoing ad spend.
• Beat the Competition: If you’re not visible, your competitors are getting those clicks and customers.

Realistic Expectations: SEO is a marathon, not a sprint. Results take time and consistent effort. Avoid anyone promising guaranteed #1 rankings quickly – that’s not how it works. Focus on building a solid foundation for long-term growth.

3. Foundation 1: Keyword Research – Finding What People Search For

Keywords are the terms people type into Google. Understanding these terms is the bedrock of SEO. You need to target keywords that are relevant to your services/products and that potential customers are actually using.

How to Start Keyword Research:

• Brainstorm: List all the services you offer and problems you solve. Think like your customer. What would they search for? (e.g., “emergency plumbing Winnipeg”, “commercial roofing repair”, “custom metal fabrication”).
• Use Free Tools: Google Keyword Planner (requires a Google account, can be used without active ads) is a good starting point. Enter your brainstormed terms to see related ideas and estimated search volume (how many people search for it per month). Look at Google’s “People also ask” and “Related searches” sections directly in search results for more ideas.
• Consider Intent: Are people looking for information (“how to fix leaky faucet”), or are they ready to hire (“plumber near me”)? Target keywords that match the intent you want to attract.
• Be Realistic: Highly competitive, broad keywords (like “plumber”) are hard to rank for initially. Focus on more specific “long-tail” keywords (like “tankless water heater installation [your city]”) that are relevant and have less competition.

Goal: Create a list of 5-10 core keywords relevant to your main services and location (if applicable) to focus on initially.

4. Foundation 2: On-Page Optimization – Telling Google About Your Content

This involves optimizing the elements *on* your actual web pages so search engines (and users!) understand what they’re about.

Key On-Page Elements:

• Page Titles (Title Tags): This is the blue clickable link in Google search results. It should be clear, concise (around 50-60 characters), include your main target keyword for that page, and accurately describe the page content.
  • Good Example: Commercial HVAC Repair Services | Your Company | Winnipeg
  • Bad Example: Home | Your Company
• Meta Descriptions: The short text snippet under the title tag in search results. While not a direct ranking factor, a compelling description encourages clicks. Include relevant keywords naturally and explain what the user will find (around 150-160 characters).
• Header Tags (H1, H2, H3…): These structure your content. Use one H1 tag per page for the main headline (often similar to the Page Title). Use H2s for main section headings and H3s for sub-points. Include keywords where it makes sense naturally.
• Content Quality: This is paramount for Google’s Helpful Content System. Write clear, original, comprehensive content that directly answers the user’s query and demonstrates your Experience, Expertise, Authoritativeness, and Trust (E-E-A-T). Focus on helping the user, not just stuffing keywords.
• Image Alt Text: Describe your images using “alt text”. This helps visually impaired users and tells search engines what the image is about. Include keywords if relevant and natural (e.g., alt="custom sheet metal ductwork installation").
• Internal Linking: Link relevant pages within your own website together. This helps users navigate and helps Google understand your site structure and page relationships. Use descriptive anchor text (the clickable words).

Image Optimization Tools: Use tools like Squoosh or TinyPNG to compress image file sizes before uploading them to your website. Large images slow down your site, which hurts rankings and user experience.

5. Foundation 3: Technical SEO Basics – Ensuring Your Site is Search-Friendly

Technical SEO ensures search engines can easily crawl, understand, and index your website. For beginners, focus on these basics:

• Mobile-Friendliness: Your website MUST work well and look good on smartphones and tablets. Google prioritizes mobile-friendly sites. Use Google’s Mobile-Friendly Test.
• Page Speed: Faster websites provide a better user experience and tend to rank higher. Test your site speed using Google PageSpeed Insights. Image optimization (see above) is a key factor here.
• HTTPS Security: Your website address should start with https:// (not http://). This indicates a secure connection, which is essential for user trust and is a Google ranking signal. Most web hosts offer free SSL certificates (which enable HTTPS).

6. Foundation 4: Off-Page SEO Introduction – Building Authority

Off-page SEO refers to actions taken *outside* your own website to impact your rankings. The most significant factor here is backlinks.

• Backlinks: These are links from other websites pointing to yours. Google views relevant, high-quality backlinks as “votes of confidence,” boosting your site’s authority.
• Quality Over Quantity: One relevant link from a trusted industry website is far more valuable than hundreds of low-quality or spammy links.
• Google Business Profile (GBP): For local businesses, optimizing your free Google Business Profile is crucial. It’s a powerful off-page signal for local search visibility (more on this below).

Caution: Avoid buying links or engaging in “link schemes.” These tactics violate Google’s guidelines and can lead to penalties, harming your rankings severely.

7. Local SEO Essentials (FunkPd Niche)

If your business serves a specific geographic area (like most trades and service businesses), Local SEO is critical.

• Google Business Profile (GBP): Claim and fully optimize your GBP listing. Fill out all sections accurately: business name, address, phone number (NAP), services, hours, photos, etc. Encourage customer reviews.
• NAP Consistency: Ensure your Business Name, Address, and Phone number (NAP) are identical across your website and all online directories (like Yelp, Yellow Pages, industry-specific directories). Inconsistencies confuse Google.
• Local Keywords: Include your city or service area in your keywords, page titles, and content where appropriate (e.g., “Winnipeg electrical contractor”).
• Local Citations: Get listed in relevant online directories. Focus on quality, industry-specific directories first.

8. Measuring Basic Success – Are You Being Seen?

How do you know if your SEO efforts are working? Start with the basics:

• Set up Google Search Console (GSC): This free tool from Google is essential. It shows you which keywords people use to find your site, how often your site appears in search (impressions), how often people click (clicks), and identifies technical issues. Get started here.
• Track Core Metrics: In GSC, monitor your overall impressions and clicks. Are they trending upwards over time? Are you getting found for your target keywords?
• Monitor Leads/Calls: Ultimately, SEO should drive business results. Track if you’re getting more phone calls or contact form submissions mentioning they found you via Google.

9. Common Beginner Mistakes & Your Next Steps

Avoid these common pitfalls:

• Keyword Stuffing: Jamming keywords unnaturally into your content hurts readability and can get you penalized. Write for humans first.
• Impatience: SEO takes time. Don’t expect overnight results. Focus on consistent effort.
• Ignoring Technical Basics: A slow, non-mobile-friendly site will struggle to rank, no matter how good your content is.
• Not Creating Helpful Content: Thin, unoriginal, or unhelpful content won’t satisfy users or Google.

Your Next Steps:

• Implement the Basics: Work through the on-page and technical checks mentioned above for your core website pages.
• Focus on Content: Regularly add helpful, original content (like blog posts, project galleries, detailed service pages) targeting your keywords.
• Be Patient & Persistent: Keep learning and refining your approach.

Feeling overwhelmed? FunkPd is here to help. We offer comprehensive SEO services, from audits and cleanup to full strategy implementation, tailored for businesses like yours.

10. Need More Help?

This guide covers the fundamentals. SEO is an ongoing process, but getting these basics right puts you on the path to better online visibility. For more personalized guidance or to discuss how FunkPd can build a website that ranks and converts, contact us today. Check out our About page to learn more about our experience and see examples of our work.