Let's be honest – when you're running a small business, every penny counts. The idea of spending hundreds of pounds a month on fancy SEO tools probably makes you wince a bit. But here's some good news: you don't need to break the bank to improve your website's search rankings.
Some of the best SEO tools out there are completely free, and many of them come straight from Google itself. You just need to know where to look and how to use them properly. Think of this as your guide to doing SEO like a pro without spending like one.
Your Free SEO Command Centre: Google Search Console and Analytics
These two tools from Google are like getting the keys to the kingdom, and they won't cost you a thing.
Google Search Console: Your Website's Health Monitor
Think of Search Console as your website's personal doctor. It tells you exactly what Google thinks about your site, which pages are performing well, and what problems need fixing.
Setting it up is straightforward – just head to search.google.com/search-console and verify that you own your website. You can do this by adding a small piece of code to your site or uploading a file to your web server. Most website builders like WordPress, Wix, or Squarespace make this pretty simple.
Once you're in, you'll see which of your pages show up in search results, what people are typing to find you, and your average position for different search terms. The really valuable bit is the "Coverage" section, which flags up any technical issues that might be stopping Google from properly reading your site.
Don't get overwhelmed by all the data at first. Start by checking if you have any errors that need fixing, then look at which pages get the most clicks. These are your star performers, and you can learn from them to improve your other pages.
Google Analytics: Understanding Your Visitors
While Search Console shows you how your site performs in Google, Analytics tells you what happens when people actually visit your website. It's like having a CCTV system that shows you customer behaviour without being creepy about it.
The setup is similar – create an account at analytics.google.com and add a tracking code to your website. Most modern website platforms have built-in ways to add this code without needing to touch any technical stuff.
The goldmine information here includes which pages people spend the most time on, where your visitors come from, and what they do before leaving your site. If you notice people are leaving a particular page really quickly, that's a sign it might need improving.
Start with the "Audience Overview" to get a feel for your visitor numbers, then explore the "Acquisition" section to see whether people are finding you through Google, social media, or other websites.
Finding the Right Keywords Without Spending a Fortune
Keywords are the words and phrases people type into Google when they're looking for businesses like yours. Getting this right is crucial, but you don't need expensive tools to do it well.
Answer the Public: The Mind Reader
This tool (answertthepublic.com) is brilliant for understanding what questions people are actually asking about your industry. Type in a word related to your business, and it'll show you all the common questions, comparisons, and searches related to that topic.
For example, if you run a bakery, searching for "wedding cakes" might reveal that people often ask "how far in advance should I order a wedding cake" or "what's the difference between buttercream and fondant." These insights can spark ideas for blog posts, FAQ sections, or even new services.
The free version gives you a few searches per day, which is plenty for most small businesses. Use it to brainstorm content ideas and understand what your customers really want to know.
Google Keyword Planner: Straight from the Horse's Mouth
Since Google runs the show, why not get keyword ideas directly from them? The Keyword Planner (ads.google.com/home/tools/keyword-planner) was originally designed for advertisers, but it's incredibly useful for understanding search volumes and finding related terms.
You'll need to create a Google Ads account to access it, but you don't have to run any actual ads. Once you're in, you can search for keywords related to your business and see roughly how many people search for them each month.
The real value is in the "related keywords" suggestions. Start with one obvious term like "plumber" and you'll discover dozens of related searches like "emergency plumber," "boiler repair," or "bathroom installation" that you might not have thought of.
Google Itself: The Ultimate Keyword Tool
Don't overlook the simplest method of all – just start typing into Google and see what it suggests. Those auto-complete suggestions are based on real searches that people are making right now.
Try typing your main business keyword followed by common question words like "how," "what," "where," "when," and "why." The suggestions that pop up are golden opportunities for content creation.
Also, scroll to the bottom of any Google search results page to see the "related searches" section. These are more keyword ideas served up on a silver platter.
Free SEO Health Checks and Handy Browser Tools
You don't need to hire an expensive consultant to find out what's wrong with your website's SEO. These free tools will give you a pretty comprehensive health check.
Ubersuggest: Your SEO Swiss Army Knife
Neil Patel's Ubersuggest (neilpatel.com/ubersuggest) offers free SEO audits that rival what some agencies charge hundreds for. Just enter your website URL and you'll get a detailed report showing technical issues, content suggestions, and backlink opportunities.
The free version limits you to three searches per day, but that's usually enough to audit your own site and keep an eye on a couple of competitors. The reports are easy to understand and prioritise the most important issues to fix first.
SEOquake Browser Extension
This free Chrome extension (available in the Chrome Web Store) turns your browser into an SEO analysis tool. Once installed, you can see key SEO metrics for any webpage you visit, including how many words are on the page, whether it has proper headings, and basic technical SEO factors.
It's particularly useful for competitive research. Visit your competitors' websites and instantly see what they're doing well that you might be missing.
Google's PageSpeed Insights
Website speed affects your search rankings, and this free tool (pagespeed.web.dev) tells you exactly how fast your site loads and what you can do to improve it. Just enter your website URL and you'll get separate scores for mobile and desktop, plus specific recommendations for improvement.
Some of the technical suggestions might go over your head, but many are simple fixes like compressing images or using a faster web hosting provider. Even small improvements in loading speed can boost your search rankings.
Riding the Wave: Using Google Trends for Perfect Timing
Timing is everything in business, and Google Trends (trends.google.com) helps you spot opportunities before your competitors do.
Spotting Seasonal Patterns
Every business has seasonal trends, even ones you might not expect. A quick search on Google Trends can reveal when people are most likely to search for your products or services throughout the year.
For instance, searches for "garden design" typically spike in early spring, while "heating engineer" peaks in autumn when people realise their boiler hasn't worked all summer. Knowing these patterns helps you create content and adjust your marketing at exactly the right time.
Comparing Different Terms
You can compare up to five different search terms to see which ones are trending upward. This is brilliant for deciding what to focus your content on. If "sustainable packaging" is trending upward while "cheap packaging" is declining, that tells you something about changing customer priorities.
Local Insights
Set the location filter to your area to see what's trending locally. National trends might not reflect what's happening in your specific town or region, and local trends can reveal opportunities that bigger businesses might miss.
DIY SEO Tactics That Actually Work
You don't need fancy software to improve your search rankings. Some of the most effective SEO tactics are completely free – they just require a bit of time and consistency.
Content That Actually Helps People
The best SEO strategy is creating content that genuinely helps your potential customers. Answer the questions they're asking, solve their problems, and provide value. Google's getting better at recognising truly helpful content versus stuff that's just trying to game the system.
Start a simple blog or advice section on your website and write about the questions customers ask you most often. If you're a plumber, write about "what to do when your pipes freeze" or "signs you need a new boiler." If you run a restaurant, share recipes or explain the story behind your signature dishes.
Optimising What You Already Have
Before creating new content, make sure your existing pages are properly optimised. This means having clear, descriptive page titles that include your main keywords, writing compelling descriptions that make people want to click, and using headings to structure your content properly.
Go through your website and make sure every page has a unique, descriptive title and that your contact information is easy to find. These basics often get overlooked but make a real difference.
Building Relationships, Not Just Links
Instead of trying to buy links or use dodgy link-building tactics, focus on building genuine relationships with other local businesses, industry publications, and customers. Write guest posts for local newspapers, partner with complementary businesses, or sponsor local events.
When other websites link to you naturally because they genuinely think your content is valuable, those links carry much more weight with Google than any artificial link-building scheme.
Local Community Engagement
Get involved in your local community online and offline. Join local Facebook groups, participate in community events, and engage with local news stories. This often leads to natural mentions and links from local websites, which are incredibly valuable for local SEO.
Making It All Work Together
The key to successful DIY SEO isn't using every tool available – it's using the right tools consistently and focusing on what really matters to your business.
Start with Google Search Console and Analytics to understand your current situation. Use the keyword research tools to identify opportunities, then create helpful content around those topics. Monitor your progress with the free audit tools and adjust your strategy based on what's working.
Remember, SEO is a marathon, not a sprint. You probably won't see dramatic changes overnight, but consistent effort with these free tools can absolutely move the needle over time. The businesses that succeed with SEO aren't necessarily the ones spending the most money – they're the ones providing the most value to their customers and being consistent with their efforts.
Most importantly, don't get bogged down trying to be perfect. It's better to do something imperfectly than to do nothing while waiting for the perfect strategy. Pick one or two of these tools, get familiar with them, and start making improvements. You can always add more sophisticated tactics later as your business grows.
The best part about all of this? While your competitors are either doing nothing or spending a fortune on expensive tools, you'll be steadily improving your online visibility without spending a penny on software. That's what I call smart business.
