Let's keep this simple: if people search for what you do in Richmond and can't find you, they'll find someone else.

That's what SEO (search engine optimization) is about. It's the work of making your business easy for search engines, and the people using them, to find and understand. I'm Taylor Pace, a Richmond, VA web designer in business since 2017, and I originally wrote a version of this post back in 2018. Search has changed a lot since then, so this is a rewrite for small businesses today.

1. People search on their phones

When someone needs a plumber, a caterer, or a web designer, they often pull out their phone. Check your own site on yours. Is the text readable? Are the buttons easy to tap? Is your phone number tappable? Does your contact form work? If not, fix that first. A site that's frustrating on a phone costs you customers, however well it's optimized.

2. An online store still needs SEO

If you sell online, whether on Squarespace, Shopify, or another platform, the platform gives you the tools, but it doesn't do the work for you. Each product and category page needs a clear title, a useful description written for people (not copied from a supplier), good photos with descriptive file names and alt text, and a simple structure that makes sense.

A beautiful store nobody can find isn't doing its job.

3. SEO is ongoing, not a one-time project

SEO isn't something you finish. Search results change, competitors update their sites, and your own business changes: new services, new hours, a new location. A page that was accurate two years ago may be wrong today.

The habits that help are simple: keep your information current, add useful content now and then, and check in on your site every few months.

4. It doesn't have to mean starting over

Many business owners put SEO off because they assume it means a whole new website. Often, it doesn't. A lot of progress comes from improving what you already have:

Page titles and descriptions. Each page should have a clear title that says what it is and where you are, like "Wedding Photography in Richmond, VA", not just "Home."
Clear page content. Say what you do, who you serve, and where, in plain language. Write for your customers first.
Internal links. Link related pages together so visitors (and search engines) can find their way around.
Speed and security. Make sure your site loads reasonably fast and uses HTTPS (the padlock in the address bar).

5. Start with a free step: your Google Business Profile

If you serve customers in a particular area, your Google Business Profile (formerly called Google My Business) is one of the most useful things you can set up, and it's free. It's the listing that can appear in Google Search and Maps with your hours, phone number, address, and website.

Make sure it's claimed, complete, and accurate:

Your business name, address (if customers visit you), and phone number match what's on your website.
Your hours are current, including holidays.
You've picked the right business category and described your services.
You've added real photos of your business.
You respond to reviews, good or bad, politely.

It takes little time, and it's a good first step before you spend anything on SEO.

6. SEO and paid ads are different things

Paid ads, like Google Ads, can bring in traffic quickly, but you pay for the visits and they stop when the budget does. SEO is visibility you earn over time with a useful, well-organized site. Paying for ads doesn't improve your organic results. They're separate tools, and some businesses use both.

What I'd do first

If you're not sure where to start, here's the order I'd suggest:

Check your site on your phone.
Claim and complete your Google Business Profile.
Make sure every page has a clear title and description that mentions what you do and where.
Update anything out of date: hours, services, staff, prices.
Confirm your site uses HTTPS.

None of this requires a big budget. Be wary of anyone who guarantees you'll be number one on Google. Nobody can honestly promise that.

Get a Free Website Audit

Not sure where your site stands? I'll take a look. I'll check the basics (mobile, speed, security, page titles, and your Google listing) and send you plain-English notes on what's worth fixing first. No cold calls, no pressure.

Request your Free Website Audit →

You can also call me at (804) 426-1226 or email taylorpace@gmail.com.

— Taylor Pace, Richmond, VA