Starting SEO for
Small Businesses
Launching a small business in WA? Here’s how to start SEO for small businesses in WA—without a giant budget or a full-time specialist. Small business SEO can seem like a maze of acronyms and shifting “best practices,” but what you really need is a solid SEO foundation, clear priorities, and the discipline to execute consistently.
This guide expands your original post into a step-by-step playbook tailored for brand-new SMB websites. It’s practical, ordered by impact, and designed to help you avoid common time-wasters. Work through it in order; you’ll compound gains as you go.
TL;DR: Your first 90 days
- Weeks 1–2: Technical audit, analytics/measurement setup, site architecture, essential on-page SEO, brand NAP locked in.
- Weeks 3–4: Google Business Profile (GBP) optimisation, review engine, local citations, initial content plan (10–20 topics), first 2 blog posts live.
- Weeks 5–8: Build out service/location pages, internal linking, schema markup, basic link earning (partners/suppliers), continue posting.
- Weeks 9–12: Improve Core Web Vitals, add FAQs, refine E-E-A-T signals (expertise, experience), collect case studies, iterate from Search Console data.
1. Start with a clean technical base
A beautiful site that loads slowly or confuses crawlers won’t rank well. Fix technical friction first so that every piece of content you publish can perform.
Must-do technical checks
- Indexability & crawlability
- Ensure no accidental noindex on live pages.
- Keep a simple robots.txt; don’t block CSS/JS assets.
- Submit your XML sitemap in Google Search Console (GSC).
- Site speed & Core Web Vitals
- Target <2.5s Largest Contentful Paint (LCP), <200ms Time to First Byte (TTFB), and minimal layout shifts (CLS < 0.1).
- Compress images (WebP/AVIF), lazy-load below-the-fold media, preconnect to critical domains, and use a CDN.
- Mobile-first
- Responsive layout with legible fonts, tap targets ≥48px, and no intrusive popups on mobile.
- HTTPS & security
- Valid SSL cert, HSTS enabled.
- Keep themes/plugins updated; set up daily backups.
- URL hygiene
- Short, readable slugs (e.g., /plumbing-perth/), all lowercase, hyphen-separated, no date stamps for evergreen content.
- Structured data (schema)
- Implement Organization/LocalBusiness, Service, FAQPage, and Product (if applicable).
- Use JSON-LD and validate in Google’s Rich Results Test.
- Accessibility & semantics
- Proper use of headings (h1–h3), image alt text, aria labels where needed. Accessibility improves SEO and conversions.
Quick win: Fix 404s and redirect chains. Keep a tidy 301 map if you’ve migrated from a previous site.
2. Lock down your brand signals (NAP consistency)
For local SEO, Google leans heavily on consistent Name, Address, Phone across the web.
- Decide your canonical format today:
- Business name: The exact brand you’ll use everywhere.
- Address: Match Australia Post formatting.
- Phone: Choose landline or mobile and stick to one format: 08 XXXX XXXX or 04XX XXX XXX.
- Primary categories & services: Be specific (e.g., “Electrician” > “Electrical installation service”).
- Place NAP in your site footer and a dedicated Contact page with embedded Google Map.
- Use the same details on your Google Business Profile and all directories.
3) Master your keyword strategy (without stuffing)
You’ll rank for what you write about – so choose topics that match buyer intent in your service areas.
Three buckets of keywords for WA SMBs
1. Core service + location
“emergency plumber perth”, “tax accountant fremantle”, “solar installer bunbury”
2. Problem-based & how-to
“hot water system leaking”, “basin won’t drain”, “BAS lodgement dates WA”
3. Commercial comparison
“ducted vs split system perth”, “best accounting software for tradies”
How to prioritise
-
Start with 1–2 core services × your top locations.
Create dedicated pages (not just one generic “Services” page). - Fill gaps with 10–20 support topics (blogs/FAQs) answering real customer questions.
- Keep a lightweight spreadsheet capturing:
- Keyword/theme
- Intent (informational / commercial / transactional)
- Target page
- Status (planned, drafting, live)
- Internal links to/from
Tip: Aim one primary keyword per page, plus 3–5 closely related phrases you naturally include in headings and body copy.
4. Build a sensible site structure
A clean, shallow structure helps users and crawlers.
/ (Home)
/services/ (overview hub)
/services/plumbing/ (service pillar)
/services/plumbing/emergency/
/services/plumbing/hot-water/
/locations/ (location hub)
/locations/perth/
/locations/fremantle/
/blog/
/contact/
- Hubs (/services/, /locations/) link down to child pages.
- Child pages link back to their hub and sideways to related siblings.
- Use breadcrumbs and a clear top nav. Keep important pages ≤3 clicks from home.
5. On-page optimisation that actually moves the needle
For each key page:
-
Title tag: 50–60 chars, primary keyword + value prop + location.
“Emergency Plumber in Perth | 24/7 Rapid Response” -
Meta description: 140–160 chars addressing pain + trust + CTA.
“No hot water or burst pipe? Licensed Perth plumbers on call 24/7. Upfront pricing. Call now.” - H1: Human-friendly, close to the title but not identical.H1: Human-friendly, close to the title but not identical.
- Intro paragraph: State the outcome you deliver and who it’s for in WA.
- Subheadings (h2/h3): Cover services, process, pricing guidance, FAQs, and service areas.
- Media: Original photos/screenshots where possible; compress and add descriptive alt.
- Internal links: From the homepage, hubs, and relevant blogs using natural anchor text.
- Trust elements: ABN, licences, memberships, Google reviews, case studies, before/after.
6. Google Business Profile (GBP): local visibility rocket fuel
Your GBP is often the first thing a local customer sees—sometimes before your website.
Setup & optimisation checklist
- Claim/verify the profile (postcard, phone, or email).
- Select the best primary category (be specific) and 2–4 supporting categories.
- Complete every field: description (include services and suburbs), business hours, holiday hours, attributes (wheelchair accessible, women-led, etc.).
- Add Services and Products (yes, even for services—use it to surface offerings).
- Upload 10–20 high-quality photos (exteriors, team, jobs, vehicles with branding).
- Enable messaging & bookings (if relevant).
- Post weekly updates: offers, tips, recent projects, FAQs.
Reviews: your compounding advantage
- Implement a review request flow:
- Select the best primary category (be specific) and 2–4 supporting categories.
- Trigger after job completion or delivery.
- Provide a direct short link to your GBP review form.
- Ask about the specific service delivered and suburb in a natural way.
-
Reply to every review (good or bad) within 48 hours.
For negatives: acknowledge, apologise if needed, propose an offline resolution, and follow up with the outcome. - Reuse reviews on your site (with permission) and in proposals.
7. Content that earns attention (and links)
A blog isn’t about publishing for the sake of it. It’s about answering the exact questions your customers ask before they’re ready to call.
A 12-week content plan (example for a Perth electrician)
1. Emergency electrician vs. booking next-day: when to call
2. Safety switch keeps tripping – 5 quick checks before you ring us
3. Average cost to install downlights in Perth (with examples)
4. Landlord electrical safety checklist (WA)
5. Renovating? Electrical plan template you can copy
6. Solar vs. non-solar homes: wiring considerations in Perth
7. New pool? What to know about electrical compliance
8. Home EV charger: options, installation steps, and rebates
9. How to read your switchboard (photo guide)
10. Strata guides: common electrical issues and who pays
11. Small business energy-saving tips (retail & offices)
12. Case study: shop fit-out in Fremantle – timeline, costs, lessons
Format tips:
- Include step lists, checklists, and cost ranges (even ranges help).
- Add unique visuals: photos from your jobs, diagrams, annotated screenshots.
- End with clear CTAs: “Get a same-day quote” or “Download the checklist.”
- Add FAQ blocks with schema (see section below).
8. Structured data (schema) for rich results
Adding schema helps search engines understand your content and can unlock rich snippets.
High-value types for SMBs
- Organization / LocalBusiness (site-wide)
- Service (on service pages)
- FAQPage (on FAQ sections)
- Product (if you sell packages/flat-rate services)
- Review / AggregateRating (if you collect on-site)
- BreadcrumbList (site-wide)
Example: LocalBusiness + Service + FAQ (JSON-LD)
html
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “LocalBusiness”,
“name”: “Your Business Name”,
“url”: “https://www.yourdomain.com/”,
“image”: “https://www.yourdomain.com/images/brand.jpg”,
“telephone”: “+61 8 1234 5678”,
“address”: {
“@type”: “PostalAddress”,
“streetAddress”: “123 Example St”,
“addressLocality”: “Perth”,
“addressRegion”: “WA”,
“postalCode”: “6000”,
“addressCountry”: “AU”
},
“areaServed”: [“Perth”, “Fremantle”, “Joondalup”, “Rockingham”],
“openingHours”: “Mo-Fr 08:00-17:00”,
“sameAs”: [
“https://www.facebook.com/yourbusiness”,
“https://www.instagram.com/yourbusiness”
],
“makesOffer”: {
“@type”: “Offer”,
“itemOffered”: {
“@type”: “Service”,
“name”: “Emergency Plumbing”,
“areaServed”: “Perth”
}
}
}
</script>
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “FAQPage”,
“mainEntity”: [{
“@type”: “Question”,
“name”: “Do you offer same-day service in Perth?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Yes, we provide same-day callouts across the Perth metro area.”
}
},{
“@type”: “Question”,
“name”: “What suburbs do you cover?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Perth CBD, Fremantle, Joondalup, Rockingham, and surrounding suburbs.”
}
}]
}
9. Reviews & reputation as a growth engine
You mentioned discounts for reviews; tread carefully – incentivised reviews can breach platform guidelines if not handled transparently. Safer options:
- Offer a post-service care guide or checklist to everyone (not contingent on a review).
- Simply ask for honest feedback with a direct link and set expectations: “this takes 60 seconds”.
Build a simple SOP:
1. Technician marks job as complete in your CRM.
2. Automation sends a thank-you SMS/email with the review link.
3. If no response, one reminder in 5 days.
4. Team responds to new reviews daily.
Repurpose snippets in proposals, landing pages, and Google Posts.
10. Local citations & directories (WA-friendly)
Create/claim consistent listings on:
- Google Business Profile, Bing Places, Apple Maps
- Yellow Pages, True Local, Hotfrog, Yelp, Facebook
- Local chambers of commerce (e.g., CCIWA), relevant industry associations
- Niche directories (e.g., hipages, Oneflare for trades - evaluate lead quality)
Keep a spreadsheet with login, URL, status, and last updated date. Update if your hours or phone change.
11. Ethical link earning for new sites
You don’t need to “build links” aggressively. Earn a handful of relevant, safe links:
- Supplier/partner pages: Ask partners to list you.
- Local sponsorships: Junior sports clubs, community events (usually include a link).
- Case studies & testimonials: Offer quotes in exchange for an attribution link.
- PR moments: New service areas, accreditation, or hiring - pitch to local media.
- Resource contributions: Offer a “cost guide” or “maintenance checklist” other sites will cite.
Avoid buying links or spammy directories. Quality beats quantity.
12. Analytics & measurement (so you know what’s working)
- Google Analytics 4 (GA4): Enable enhanced measurement. Set up conversion events (calls, form submits, quote requests, bookings).
- Google Search Console: Submit sitemap, monitor coverage, find queries and pages gaining impressions but low CTR (tune titles/descriptions).
- Call tracking numbers: Use a single dynamic number for ads if you run them; keep your main NAP phone consistent everywhere else.
- Heatmaps/session replays (e.g., Microsoft Clarity): discover friction points on key pages.
Create a monthly snapshot:
- Organic sessions & conversions
- Top landing pages & queries
- Pages with impressions ↑ but CTR ↓
- Average position for core service + location terms
- Actions: 3 fixes for next month
13. E-E-A-T for trust (Experience, Expertise, Authoritativeness, Trustworthiness)
New businesses must prove they’re real and reliable.
- Author bios: Who wrote the content? Include credentials, trade licences, WA-specific experience.
- Real imagery: Your team, vans, office—avoid only stock photos.
- Policies: Clear pricing guidance (even ranges), guarantees, refunds, safety commitments.
- Contact transparency: Physical address (if applicable), ABN, operating hours, response times.
- Case studies: Before/after photos, problems solved, suburb, timeframe, testimonial.
14. Common pitfalls to avoid
- Launching with five thin service pages and no supporting content.
- Duplicate location pages with only suburb names swapped.
- Over-optimising with keyword stuffing.
- Ignoring mobile usability.
- Treating GBP as “set and forget.”
- Chasing high-DA links over building useful local content.
Practical fixes to boost rankings (fast wins)
- Improve CTR: Rewrite title/meta for pages with high impressions but low CTR (GSC → Performance → Pages/Queries).
- Add FAQs: Install an FAQ section on top-traffic pages and mark up with FAQPage schema.
- Speed wins: Compress hero images, defer non-critical JS, preload hero font.
- Internal links: From your top 5 pages, add 2–3 contextual links to newer pages.
- Update stale posts: Refresh with current advice, new images, and a 2025 timestamp.
- Add location proof: On service pages, include a list of suburbs served, with internal links to location pages.
Jargon Buster (short & clear)
- Local SEO: Tactics that help you appear in searches within your geographic area (e.g., “plumber near me” in Perth).
- Google Business Profile (GBP): Your free business listing on Google (Maps and local results).
- Technical SEO: Fixing the behind-the-scenes stuff—speed, code, structure—so search engines can understand and rank your site.
- Core Web Vitals: Google’s user-experience speed metrics (LCP, FID/INP, CLS).
- Schema (structured data): Extra code that helps search engines understand your pages and show rich snippets.
Final Thoughts
SEO is not a one-and-done task; it’s a system. Nail your technical baseline, publish helpful content that answers local questions, keep your Google Business Profile alive, and ask for reviews every time. If you do those consistently, you’ll see rankings, calls, and quote requests rise – often sooner than you think.
If you’d like, I can convert this into a ready-to-publish page with your branding, internal links to your existing URLs, and tailored examples for your exact services/suburbs.
FAQ
How long until SEO works for a new site?
Expect early movement in 6–12 weeks and steadier lead growth around months 3–6. Competitive niches/locations can take longer.
Is Google Business Profile really necessary?
Yes – GBP drives a big share of local (“near me”) calls. Complete every field, add photos weekly, post updates, and reply to all reviews.
What pages should I publish first?
Start with 1× service hub, 1–3 core service pages, 1× locations hub, 1–2 priority location pages, Contact, and About (with credentials & ABN).
How do I choose the right keywords?
Prioritise service + location (e.g., “electrician perth”), add problem-based queries (e.g., “safety switch tripping”), map one primary keyword per page.
How do I know if SEO is working?
Track calls/forms/bookings in GA4, monitor queries & CTR in Search Console, and review monthly which pages gain impressions but need better titles/internal links.