If you’re like many small and medium business founders I know, you’ve probably heard about SEO and its benefits. However, many founders get their businesses off the ground without considering SEO, or want to start but feel lost in jargon and tech-speak.
In this post, I’ll break down how SEO helps you rank in Google and AI-search, and how you can get started ranking with a few simple tweaks to your website.
What is SEO and Why Does It Matter?
Search Engine Optimisation (SEO) is the art and science of enhancing your online presence so that your business ranks higher in search engine results. In simpler terms, it’s how you get found by potential clients looking for your products or services.
In 2025, Google says there are 5 trillion searches happening each year globally. Perhaps more surprising is that search remains a top way to find information even among gen-z. These 18-24 year olds have been described as power users.
This is a volume unseen elsewhere, not Instagram or Facebook, and despite the threat of it, not AI, which we’ll cover later.
Google essentially works like an amazing friend who only recommends the best restaurant or salon. And just like that friend who keeps her ear to the ground, who hangs out in all the right spaces, and only praises things she’s tried and trusts, Google only gives top billing to websites it decides it trusts.
How does it determine those trust factors? Here are a few of the key considerations:
- Quality of Content: Google loves a website that’s informative and engaging which it sends in response to search terms people use online.
- Expertise and Authority: Search engines prioritizes websites that clearly show expertise.
- User Experience: Is it easy for visitors to navigate your site? Google likes getting results for searchers, so sites where everything is easy to find do better.
- Backlinks: Linking to reputable sources and being linked to by others is another way to prove your service is credible.
Is It Too Late To Start SEO?
It’s never too late! Unless your industry just happens to be something that isn’t searched at all in Google, there are always new chances to rank. Even better, good SEO can mean a source of leads or enquiries for years to come.
If you are launching, start with your SEO basics in good shape. Your effort now will pay off handsomely later. If your existing business doesn’t have an SEO strategy in place, there’s still plenty you can do now to get started and see results.
Two Ways to Approach SEO You Need To Know
Many founders I work with have heard a lot more about the content aspect of SEO. This relates to creating content like blog posts that appear in search results. But did you know that Google evaluates the way a website is structured and set up before a single blog post is ever published?
This is on-site SEO set up. It’s a little different, and less time consuming than creating a content plan. It’s also the roadmap Google needs to know exactly who you are and who you help – fundamentals to getting ranked.
Often, this opportunity to show up in search is missed when a website got DIY-ed, or a designer didn’t include a basic SEO set-up in the project scope. But these elements can be quite easily fixed with a bit of insider intel.
Following are five essential steps I take with every client to make sure their website is set up for SEO. This puts them ahead in search and if they implement a longer-term SEO strategy including content publishing and backlinking, a strong base.
Use these steps to review how your website is been set up for SEO, or as a framework to see better results in search.
Five essential ways to set up your website for SEO
Read on to learn five essential strategies you can use to set up your website so Google knows exactly who you are and can rank you. These guidelines often go under-the-radar if you built out your website yourself, or if your website designer didn’t include an SEO package.
They are quite easy to set up, you’ll see long-lasting benefits from having them in place.
1. Begin with Good Keywords
Let’s start with the foundation for all search: keywords. These are the phrases your potential customers are typing into Google. If we take my own business as an example, I might use “Elle Kwan website designer Hong Kong” or “Elle Kwan web designer for interior designers.”
Remember, if you are a newer business, your name is likely what customers look for to find you. Then, you should look for how they would describe your business. If you serve a local audience, include that location too. WEN-member Niya K’s fine jewellery brand for instance, might rank for keywords like “bespoke jewellery Hong Kong,” or “quality diamond jewellery Hong Kong.”
Dedicated SEO tools like SEM Rush or Ahrefs can help you research keyword ideas, compare competitor keywords and see how hard or easy it is to rank for those keywords.
Make a list of all the keywords you think might be relevant for your business.
Here are some tips for choosing the right keywords:
- Think Like Your Customers: What are potential clients Googling to find you?
- Search Suggestions: Type your keywords into Google and check out the auto-complete suggestions. You’ll often find a list of related searches down the page that can spark ideas.
- Keyword Tools: Tools like UberSuggest can help you gauge search volumes. Avoid terms with zero search results—if no one’s searching for it, you won’t get found!
2. How to Use Keywords Effectively on Your Pages
Now that you’ve got your keywords, it’s time to sprinkle them throughout your website. Each page should feature a dedicated keyword. For your homepage, choose an overarching term that sums up your business.
Think about ranking for local traffic if local business is a priority for you. “Zinia Lau, interior designer, Hong Kong,” for instance. If borders don’t matter, focus on your specialty or who you serve. “Phillipa Keane, online business coaching and membership,” or “Phillippa Keane, online business coaching for leaders in sustainability.”
On your Services page, highlight specific offerings, like “two-week web design,” “diamond engagement rings,” or “Elopement photography. ”
Position Your Keywords Well to Rank Better in Google
Where you place your chosen keyword makes a difference too. Because Google analyses a page from the top down, you’ll want your keyword to be high up on your pages. In your homepage, this will be the first thing your potential customers see. It can be your headline, but it can also be above the headline. Ideally, follow with a clear introduction that tells visitors who you are and what you do. This should be visible, helping Google confirm that visitors are in the right place. Coincidentally, it’s most helpful for visitors to your website too – which Google favours. (Yep, it’s a rank high double whammy.)
3. Optimise Your Website’s Images for SEO
You probably realise that images are crucial on any website, but did you know they can also boost your SEO? Here’s how:
- File Names: Save your images with descriptive file names that include your keywords, like “Kirsten-Burrows-bridal-designer-Hong-Kong.jpg.” Do this before you ever upload your pictures onto your website.
- Alt Text: Used to describe images to Google, you’ll find a space to input Alt text on all website platforms, including Squarespace, Wix and WordPress. It’s a great place to optimise your keywords. For instance, if you remodel kitchens, you can use “kitchen remodel in a lot of your project descriptions. (Your alt text could be “French-blue-kitchen-remodel-in-Hong-Kong.”)
- File Size: Google rewards fast-loading websites, so ensure your image files aren’t too large. Aim for a size of around 1920 x 2200 pixels for full-width images. In 2025, many website platforms automatically optimise image sizes now, but if you find your site is slow to load, consider resizing your images using a tool like redketchup.io.
Avoid Keyword Stuffing!
Don’t be tempted to give every photo the same file names or alt text – unless you want Google to penalise you. The good news is, you’ll see a positive result in search without optimising every image. Add keywords to five images per page, and you’ll keep in Google’s good books.
4. Crafting SEO URLs and Meta Descriptions
Your SEO title is the name of your webpage, and is often what we see as a URL. Use these strategically to rank your website well. Keep your titles simple but descriptive. Use common terms, so blog, rather than journal, and events rather than happenings, to be extra discoverable.
Here’s an example for an online marketer, called Jaime Jang.
- Homepage: Jamiejang.com
- About page: Jamiejang.com/about
- Courses: Jamiejang.com/onlinemarketingcourses
- Resources: Jamiejang.com/onlinemarketingstrategies
You can also improve your website ranking with a good meta description. These appear in the search results beneath your page titles. They do double duty as a chance to entice potential visitors to click through to the page. Think of it like the blurb on the back of a book, and try to make it interesting!
TeamAI recommends this prompt if you need help writing a meta description.
5. Structuring Headings for Clarity
Surprise! Headings are not just for aesthetics. They help readers and Google understand your content.
Be warned. Google only wants to see one H1 title per website page. Use a H1 heading for your main title, and then use H2 for any further headings down the page. Use H3 for sub-titles, and normal text for paragraphs.
This structure makes your information easier to digest and improves navigation—both for users and search engines.
Next Steps: SEO Tips
Continue your good SEO set-up with these ongoing SEO strategies to get your business found.
- Create Fresh Content Regularly: Produce valuable content, whether through blog posts, videos, or social media updates. This shows Google your website is active and that your business is relevant and engaging. Not into writing? No worries. Transcribe your Youtube videos or podcast episodes and post those on your website. Google still counts it as good, new, valuable content. Meanwhile, you reach more of your audience. Win-win.
- Backlinks: Link to reputable sites to boost your authority. Consider guest blogging or getting featured in local directories, like the WEN directory. Look at listicle-type posts in the local press and ask the publication to include your business.
- Google Business: Claim and optimise your Google Business listing. Regularly update it with reviews and posts to enhance your visibility. This acts like a little mini website and boosts your credibility,
The Shift to AI. Is SEO Still Worth It in 2025?
Did you just scroll down to read this hot-button topic? We’ve all seen the “Is SEO dead,” headlines and felt a shift since AI launched. Panic, thinking, “I didn’t ever get started on SEO yet!”
In fact, Research performed by the Pew Research Center found that in March 2025 around one-in-five Google searches produced an AI summary ahead of websites.
No wonder you might have heard you should be creating content specifically for AI. (And maybe you’ve groaned just thinking about adding one more “to-do” item on that mounting daily task list).
Well rest assured. None of the worry is necessary, according to Google.
This is because AI needs information to pull from content to put in searches. And it still uses the same search methods SEO has always used. No tricks. No hacks. The mission is the same: Create “high-quality, helpful, and reliable content,” and you will rank.
Right now, we see the big names, Wikipedia and Reddit, for instance, dominating. This is because the higher amount of quality content and authority your website has, the better its chances of ranking in AI search. But we can expect that as the tech matures, and our desire for better quality, reliable information from AI results is heard, search results will come from a wider pool. And that could be your business.
What Content Matters Most for Ai-Search?
The key here, as it always has been, is to make content that answers your client’s key questions. An FAQ section is the obvious way to do this, but your Instagram takeaways, podcasts and videos can all be turned into content on your site that Google loves.
So think.
- What questions do clients always ask you?
- What are all the best ways to answer?
- What are the most popular keywords related to those questions?
Get Your Business Discovered in Search: SEO Takeaways
So the hot news is: Search is going nowhere. Getting discovered online still offers you the chance for more site visitors, enquiries and sales.
By employing solid SEO strategies, you make your website search-friendly, engaging and enhance your customer service. And by ensuring that your potential clients feel seen, heard, and valued,you give them the same great experience online and they’d expect in real life.
It’s what we all love and deserve.
Ready to Get Your Business Found in Google?
Setting up your website for SEO success is an investment in your business’s future. As this post shows you don’t need to blog everyday to rank, but a solid SEO set-up and a willingness to put those pieces in place using the steps above will help you get found.
And if you feel overwhelmed by the techy bits of setting up a website, I’m here to help. I take care of design, words, and SEO on every website project. We begin keyword research and end with a solid SEO set-up on a beautiful website, so you start attracting the right customers from day one. You can see my services here.
Elle Kwan is the founder of Elle Kwan Studio, a website design studio that helps entrepreneurs build their presence and attract prestige clients.
