7 Common SEO Mistakes Small Business Owners Make (and How to Fix Them)
If you’re a creative or wellness entrepreneur, chances are you’ve poured your heart into your website — making it visually stunning, thoughtfully written, and aligned with your brand. But what if no one’s actually finding it?
That’s where SEO (Search Engine Optimisation) comes in.
The tricky thing? SEO isn’t just about keywords anymore. Google wants to see a well-structured, trustworthy, helpful site. And unfortunately, many small business owners are unintentionally making small but significant mistakes that make their websites harder to discover.
Let’s walk through the 7 most common SEO mistakes I see — and what you can do to fix them without tech stress or overwhelm.
1. Your Website’s Message Isn’t Clear, Fast Enough
Whether someone lands on your site from Google, Instagram, or even a friend’s recommendation — what they see in the first few seconds really matters.
If your homepage doesn’t quickly communicate what you do, who it’s for, and how they can take the next step… most people will leave. And when they bounce that fast, Google takes it as a sign that your site wasn’t relevant — which can hurt your rankings.
How to fix it:
Make sure your above-the-fold content (the section people see before scrolling) clearly answers:
What you do
Who it’s for
Why it matters
This needs to be clear, compelling, and easy to read — fast. Think of it as your website’s elevator pitch. Your dream clients should land on your site and instantly think: 'Yes, this is exactly what I’ve been looking for.'"
2. You Don’t Have a Clear Keyword Strategy
Or you may even be misusing keywords altogether!
This is a biggie. Many small business owners either:
Use the same keyword across every page (causing confusion for Google), or
Don’t use any strategy at all, relying on guesswork or keyword stuffing
How to fix it:
Here’s what you want to do on each main page (home, service pages, sales pages):
Choose one primary keyword
Add two secondary keywords
Build natural language around those terms using real, human-sounding phrasing
Don’t cram keywords in — instead, support them with clear, helpful language that mirrors how your clients speak.
To find that language:
Use Google’s People also search for suggestion
Try tools like Answer the Public or Keywords Everywhere
Pay attention to what your clients say in discovery calls or DMs
Also, don’t forget the behind-the-scenes basics:
Use your primary keywords in your page title, meta description, and URL
Add alt text to images using descriptive, relevant phrases, include your keywords on a couple where it’s natural to do so
Keep all your copy conversational and natural, like you’re talking directly to your ideal client. Avoid stiff, overly formal language or keyword-heavy paragraphs that don’t sound human - write the way you speak, using the words your clients actually use. Google loves helpful content — and so do your readers.
3. Not Making the Most of Your H1
Your H1 tag — the main heading on each page — is a powerful signal to Google about what the page is all about. But a lot of websites skip this altogether or forget to include their primary keyword, which is a missed SEO opportunity.
How to fix it:
Use your primary keyword in your H1 tag, and make it feel natural — like the title of the page. For example, if your keyword is “Richmond Pilates”, a great H1 could be:
Richmond Pilates Classes for Beginners
Join Our Richmond Pilates Studio Today
Strength & Balance with Richmond Pilates Sessions
Now, I get it — not everyone wants a giant, bold heading with a keyword slapped across the top of the page. But there’s a workaround.
✨ With a bit of CSS — or using my favourite tool SquareKicker (which I include on all the Squarespace sites I design) — you can style your H1 to look like an H4 or a smaller subheading while still telling Google, “this is the main topic of the page.”
So you could use a smaller, subtle H1 like “Richmond Pilates Classes”, then follow it up with a larger, more expressive H2 like: Find calm, strength and flexibility in the heart of Richmond.
This gives you the best of both worlds: smart SEO and a stylish, design-led layout.
4. You’re Missing Key Trust Signals
People don’t just search — they skim, scan, and make snap judgments about who they can trust. That means your site needs visual proof that you’re the real deal with trust-building elements.
How to fix it:
Testimonials and case studies
Client or partner logos
Certification badges or affiliations
An FAQ section that answers real concerns
These not only build confidence with your audience — they also help with conversions and SEO by increasing time on page and engagement. Google pays attention to these trust signals, too. The more credible and professional your site appears, the more likely it is to view your business as trustworthy and worth ranking.
5. You’re Not Building Authority Through Blog Content
Blogging helps Google understand what your website is about — but more importantly, it builds trust with your ideal clients.
It shows you're active, knowledgeable, and helpful. And for service-based businesses like wellness pros and creatives, that trust is everything.
How to fix it:
Use your blog to answer the kinds of questions your clients are already typing into Google. Stick to topics within your niche and area of expertise — not random personal updates or unrelated content.
For example, if you’re a yoga teacher, you could write:
“5 Gentle Poses to Help with Lower Back Pain”
“What to Expect at Your First Yin Yoga Class”
“Best Morning Yoga Routines for More Energy”
If you’re an interior designer, your blog could include:
“Colour Combinations for Creating a Calm, Welcoming Space”
“My Favourite Ways to Hide Everyday Clutter”
“How to Make a Small Space Feel Bigger — Without a Major Redesign”
Posts like these help potential clients find you, trust you, and feel like they already know you — before they ever book.
Quality and relevance matter more than frequency. One thoughtful post a month can make a real difference.
6. Your Site Structure Doesn’t Support SEO
If your website’s key pages are only accessible via the main menu and never linked elsewhere, Google might not fully register their importance. And if Google doesn’t see them as relevant, they’re less likely to rank.
Same goes for your visitors: if those pages aren’t clearly signposted throughout your site, your users may not even realise they’re there.
How to fix it:
Use internal links to guide both visitors and Google to the pages that matter most in your business — the ones that convert.
Simple ways to do this:
Mention your services or offerings naturally in blog posts and link to those pages
Link between related blog posts to keep readers exploring your content
Include links to important pages in your footer, FAQ answers, or even testimonials
Bonus tip:
Check your site regularly for broken links — especially in blog posts and buttons. They not only create a poor user experience but can negatively affect your SEO.
Try a free tool like Broken Link Checker to quickly scan your site and keep everything in good shape.
A clear, connected site structure makes it easier to rank — and easier for people to take action.
7. You’re Not Building Backlinks (the Right Way)
Backlinks — links from other websites to yours — are still one of the most important signals to Google that your site is trustworthy. But getting high-quality backlinks doesn’t have to mean cold emailing or guest blogging all over the internet.
How to fix it:
Start with beginner-friendly wins:
Join your local Chamber of Commerce
Get listed on relevant directories
Look into certifications or accreditations in your industry — many link back to your site
Build relationships with peers or collaborators who might naturally mention your work
Keep it relevant, and focus on quality over quantity.
Honestly? Having a backlink strategy is one of the most important things you can do for your website.
Yes, your on-page strategy matters — your site needs strong SEO foundations. But without backlinks from relevant, authoritative websites, it's going to be very hard to outrank your competitors in search results.
And I’ll be real with you — this part isn’t easy which makes it slower and less predictable. But it’s essential work.
The good news? If you approach it with patience and purpose, it will pay off. I’ve been slowly building my own backlink strategy over the past few months, and I’ve seen my rankings skyrocket — I’m now in the top 5 in the UK for my main ‘money’ keywords.
Solid on-page SEO lays the foundation but adding quality backlinks over time helps amplify the results.
👉 There are companies that offer backlink-building services. I haven’t personally used them, and you do need to be cautious — not all paid links are created equal, and low-quality links can do more harm than good. If you go down this route, do your research and choose reputable providers that focus on quality and relevance.
Feel Stuck with SEO?
If you’re reading this thinking, “Yes… this is exactly where I’m getting stuck,” then you don’t need another overwhelming list of tasks - you need a simple, actionable plan that makes sense for your business.
I always encourage small business owners to learn the basics of SEO so you can confidently look after your own website and steadily improve your rankings over time.
And if you’re considering working with a Squarespace designer who understands SEO, feel free to get in touch — I’d love to hear how I can support you.
