What Is SEO?
(And why should small businesses care?)
Search Engine Optimisation, or SEO, is the art of getting your website seen, without paying for every click. It’s organic, meaning it’s free traffic that comes from people finding you naturally on Google and other search engines. And best of all? When done well, it keeps working for you in the background (long after you’ve published the content).
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve, and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
Why SEO Matters:
It’s free traffic, no ad budget required.
It’s a long-term investment that builds momentum over time.
It works especially well for core products or services that don’t change too often.
It helps you build trust, visibility, and brand awareness.
As we say, SEO is a bit like spray and walk away: put in the work up front, and let it do its thing in the background.
How SEO Works (in plain English)
Google uses a three-step process to decide which content shows up when someone searches:
Crawling: Google bots (also called spiders) scan your site, following links to discover content
Indexing: Your content is analysed and added to Google’s database
Retrieval & Ranking: Google serves up the most relevant, quality results to the searcher
Some quick tips to make sure your site gets crawled and indexed properly:
Avoid broken links
Use clean, structured code
Keep your page layout simple
Don’t copy content across multiple pages
Ranking Factors: What Google Actually Looks At
There are hundreds of little signals, but the big ones include:
Relevance & keyword use
Content quality (is it helpful, original, and trustworthy?)
Backlinks (do other credible sites link to you?)
Mobile-friendliness
Page speed
User experience (how people engage with your site)
Google also checks for E-E-A-T: Experience, Expertise, Authoritativeness, and Trust.
Matching Search Intent:
Your content should align with what the searcher is trying to do. That’s called search intent, and it usually falls into one of three categories:
Informational: What are they looking to learn (e.g. “What is SEO?”)
Navigational: They want to find a specific brand or site
Transactional: They’re ready to buy or sign up
Good SEO matches the intent and delivers value at every stage.
Short-Tail vs Long-Tail Keyword:
One of the key tools in SEO is using keywords. These phrases and words your audience types into Google. You’ll want a mix of:
Short-tail keywords (like "digital marketing") broader, highly competition
Long-tail keywords (like "digital marketing for small businesses in NZ") more specific, less competitive, and highly targeted
Each page on your site should focus on one core keyword or phrase and be written with that search intent in mind.
Tips for Local SEO for Small Business
If you're a small or local business, local SEO is your best friend. Here’s what matters:
Relevance – Are you what they’re searching for?
Distance – Are you near them?
Prominence – Do you have reviews, listings, and a good reputation?
Here are some quick SEO boosts your small business can do today!
Set up your Google Business Profile (This is one of the most important steps)
Get reviews and local citations (like local blogs or directories)
Keep your business info consistent across the web. Make sure your address, phone number, and email are consitant across all of your platforms.
Final Thoughts: SEO is a Long Game (But a Worthwhile One)
SEO isn’t an overnight thing, but it is one of the best long-term marketing moves you can make. It improves your visibility, supports your brand, and keeps working even when you're not. Investing in someone who understands SEO is a smart step towards consistent, sustainable growth online.
Feeling a bit overwhelmed?
Does all this SEO stuff feel like a lot to wrap your head around? You’re not alone.
If your small, local business in New Zealand / Aotearoa needs a hand showing up in the right searches and getting found online, you’re in the right place.
At Lasso & Lead, we specialise in SEO for small Kiwi businesses. We’ll help you get clear on keywords, boost your local visibility, and make sure your website is working hard in the background to bring in real, organic traffic.
Reach out to us and let’s grow your online presence the smart way.
