SEO Without the BS: How to Get Found Without Paying Google a Fortune
SEO gets a bad rap.
It sounds techy. Confusing. Like something you need to hire a wizard (or a cash-hungry agency) to “handle” for you.
But here’s the truth: basic SEO is actually simple, powerful, and totally doable.
And it matters — because if people can’t find you, they can’t buy from you.
Whether you’re a local plumber, a wedding photographer, or an online store selling hand-poured candles, SEO is what gets you seen by the right people at the right time (aka, when they’re searching for what you offer).
Here’s how to do it without the BS, the bill shock, or the burnout.
What Is SEO, Really?
SEO = Search Engine Optimisation. It means making small tweaks to your website and content so that search engines like Google understand what you do — and show you to the people who are looking.
Simple, right?
You don’t need to game the algorithm. You just need to be clear, relevant, and helpful.
Step 1: Know What People Are Actually Searching For
Before you start “optimising,” know your keywords.
Not buzzwords. Not industry jargon. Real phrases your customers actually type into Google.
✅ For a dog trainer:
Bad keyword: “Canine behavioural consultant”
Good keyword: “dog trainer near me” or “puppy training classes Sydney”
✅ For an ecommerce skincare brand:
Bad keyword: “dermatologically balanced formulas”
Good keyword: “natural moisturiser for dry skin”
🛠 Free tools to find your keywords:
Google Keyword Planner
Ubersuggest
Type into Google and look at the auto-suggestions or People Also Ask
Start with 5–10 key phrases you want to rank for. Then build your content around those.
Step 2: Optimise Your Pages (Without Sounding Like a Robot)
Pick one main keyword for each page. Then use it:
In your page title
In your URL (e.g.,
/dog-training-sydney)In your first paragraph
In your image alt tags
In a few headings (H2s)
But please — don’t keyword-stuff. Write like a human. Use synonyms. Keep it natural.
Step 3: Fix the Easy Tech Stuff
You don’t need to know code, but a few basics go a long way.
🔧 Quick SEO fixes:
Install an SEO plugin like Yoast SEO (WordPress) or Smart SEO (Shopify)
Compress your images for faster load times
Use HTTPS (secure site = ranking bonus)
Make it mobile-friendly — if your site sucks on phones, Google drops you
Add alt text to images describing what’s in the image
Use clear URLs (not
/page123?id=45)
Most platforms (Squarespace, Wix, Shopify, WordPress) now make this super easy.
Step 4: Get Local — It’s SEO Gold
If you serve a specific area, local SEO is your secret weapon.
✅ Set up or update your Google Business Profile:
Add your opening hours, phone, address, services, photos, and service areas.
✅ Ask for Google Reviews
The more reviews you have (especially with your keywords in them), the more you show up.
✅ Add your location to key pages
Instead of “Dog Training Services,” write: “Dog Training Services in Brisbane.”
✅ Use local directory listings
Places like Yellow Pages, OneFlare, and True Local still matter. Make sure your NAP (Name, Address, Phone) is consistent across all listings.
Step 5: Create Content That Helps (Not Just Sells)
Blogging sounds like a chore. But it’s one of the best ways to rank — especially for niche or “long tail” keywords.
Examples:
“How to Stop Your Puppy Biting Everything (Without Losing Your Mind)”
“5 Natural Skincare Ingredients to Avoid if You Have Eczema”
“Tradie-Proof Tips for Renovating a Bathroom on a Budget”
Each post is a chance to rank for a new search, build trust, and link to your offers.
Bonus: You can reuse blog content for social posts, emails, or lead magnets.
Step 6: Track What’s Working (and Ignore the Rest)
Don’t obsess over every ranking. SEO is a long game. But tracking the basics helps.
Use:
Google Analytics to see what pages get traffic
Google Search Console to check what keywords you rank for
Ubersuggest for ongoing keyword insights
Focus on trends, not perfection. Did traffic go up this quarter? Are people staying longer on your site? Good signs.
Final Word: You Don’t Need to “Hack” SEO
You just need to be findable, helpful, and clear.
That’s what Google rewards. That’s what real people appreciate.
And you can do all of this without paying for ads or outsourcing your soul to an overpriced SEO “expert.”
At Dove Digital, we help small businesses like yours write better copy, fix SEO basics, and build websites that get found — and get results.
Want a free SEO mini-audit?
[📈 Book one today. We’ll review your site and show you 3 things you can fix fast.]
