DIY SEO Made Simple: How to Do SEO Yourself

Running a business is already a full‑time job. The last thing you need is a 400‑page textbook about search engine optimization. This friendly DIY SEO guide keeps things short, sweet, and totally doable.

Index

• What Is SEO
• Why Is SEO Important For Your Website
• What Is The Goal of SEO
• SEO Jargon: A Terminology You Need To Know
• Creating Content That Ranks (and Converts Customers)
• Building Trust Off‑Site 
• Free & Budget SEO Friendly Tools
• One-Week SEO Plan — Plain & Simple

What Is SEO

Search engine optimization (SEO) is the art of making sure your website shows up when someone types (or speaks) a question into Google, Bing, DuckDuckGo, or any other search engine.

Why Is SEO Important For Your Website

In addition to making your website more visible and easier to find in search results, SEO also supports the growth of all your channels. This is because website optimization improves the look, function, and quality of your site. 

• Local matters: About 46 % of all Google searches look for local information (Semrush, 2024). When someone types “plumber near me,” they’re probably ready to hire—possibly within 24 hours (Think with Google, 2024).
  
• Organic ≠ Ads: The #1 organic result gets an average 27.6 % click‑through rate and 10 × more clicks than the top paid ad (Backlinko, 2025).
  
• Mobile is king: 58 % of consumers search for local businesses on a smartphone every day (SEO.ai, 2025).
  
• DIY potential: About 80 % of micro‑business owners manage at least some of their marketing themselves, and 55 % specifically “do SEO on their own” (WhitePress, SEO & Content Marketing Report – On‑Site SEO, 2024).
  

What Is The Goal of SEO

The goal is to set up your website so search engines (Google, Bing, DuckDuckGo,..) can “scan it, get it, and trust it,” then place you high in the results when people search for your kind of work or product. 

By improving the visibility of your site in search results, you make sure the right customers: 

• find your website quickly
• understand what you offer
• feel confident enough to call, book, or buy.

Is it possible to do SEO yourself? 

Yes—DIY SEO is entirely doable. With today’s easy website builders and online resources, many small-business owners manage their own search visibility without outside help.

SEO Jargon: A Terminology You Need To Know Before You Dive In

Search Engine

A search engine is an online detective—tell it what you’re after and it hunts through the entire internet, bringing back a list of pages that match. 

Search Engine Result Page (SERP)

A search engine results page, or SERP, is simply the screen you see right after you press Enter on Google, Bing, or any search site. It’s the list of website links, maps, pictures, and other answers the search engine shows you so you can pick the one that best fits what you were looking for.

Keywords = Customer Language

Keywords, search terms, or search queries are simply the words your customers type. Imagine overhearing a client say, “My faucet won’t stop dripping—who can fix it fast?” That sentence is a keyword in disguise. DragonMetrics Keyword Research Guide breaks down how to expand these phrases.

Search Intent

Behind every keyword is a motive. “Buy roses Denver” shows purchase intent, while “how to prune roses” is research. Matching intent turns clicks into paying customers.

Snippet = Meta Title & Description

Meta title is the blue clickable headline in search results. 

• Keep it under 60 characters.
• Summarize the page’s main topic in a clear phrase.
• Put the primary keyword first; add your brand last if space allows.
• Make it unique for every page so search engines and users know what to expect.

Meta description is a summary under the title. 

• Keep it under 155 characters.
• Expand on the title with one short, enticing sentence.
• Include the primary keyword naturally—no stuffing.
• Highlight the page’s benefit or a call-to-action (“Learn more,” “Get started”).

This is an example of a snippet in Google Search. 

URL slug

A URL slug is the readable part of a page’s web address that comes after the domain, e.g., example.com/fresh-baked-bread. It tells both humans and search engines what the page is about and should stay fixed for the life of the content.

Do ✅

• Keep it short—ideally 3-5 lowercase words.
• Separate words with hyphens (fresh-baked-bread).
• Put your primary keyword near the start.
• Remove unnecessary stop-words (“and,” “the”) unless they add clarity.
• Choose the slug once and leave it; changing it later breaks links.
  

Don’t ❌ 

• Cram in every keyword or repeat words.
• Use spaces, underscores, capital letters, dates, or special characters.
• Include numbers or years that will age quickly.
• Auto-generate slugs like /p=1234, which mean nothing to visitors.

Heading Tags

Heading tags help users scan content quickly and tell search engines which topics are the most important. 

Think of heading tags as the labels on drawers in a tool chest:

• <h1> = big drawer on top (main subject)
  
• <h2> = medium drawer inside it (big sections)
  
• <h3> = small drawer inside the medium one (sub-sections)
  
• And so on down to <h6>

Do ✅

• Use exactly one <h1> per page and put the main topic or key phrase in it – like the shop sign over your door.
• Add headings in order: place <h2> under the  <h1>, then  <h3 >under a <h2>, and so forth. This keeps the information neatly nested.
• Write headings for real people first. Make them short, clear, and benefit-focused so visitors can skim quickly.
• Work your main keywords naturally – especially in the <h1> and important <h1> headings—but never force them.
• Keep headings brief (about 70 characters or less) so they don’t wrap awkwardly on mobile screens.

Don’t ❌ 

• Don’t skip levels (e.g., jump from <h1> straight to <h4> ). It breaks the logical order for readers and search engines.
• Don’t stuff headings with a pile of keywords—that feels spammy and can hurt your ranking.
• Don’t copy the same heading text onto every page. Each page deserves its own unique headline.
• Don’t use headings for things that aren’t part of the outline, like navigation links or button text.

Link building

Link building simply means getting other web pages to point to yours, and making smart links within your own site. Good links act like word-of-mouth referrals online: they guide visitors, boost trust, and help search engines figure out which pages matter.

There are 2 basic link types: 

Internal linking
Links that go from one page on your site to another page on your site.

• Think of them as signposts inside a store: “Shampoo aisle this way.”
• They help visitors (and Google) discover related pages and pass authority around your own website.

External linking (backlinks)
Links that come from other people’s websites to yours.

• More like a recommendation from a neighbour: “Go to Lisa’s salon—she’s great.”
• The stronger and more relevant the recommending site, the more credibility you gain.

Do ✅

Internal links

• Add links where they genuinely help readers find the next useful page—services, FAQs, contact, blog posts.
• Use clear, descriptive anchor text (“see our price list” rather than “click here.”)
• Keep them tidy: too many in one paragraph feels spammy; sprinkle them logically.
  

External links (backlinks)

• Earn them by publishing content worth sharing: tutorials, case studies, handy tools, local guides.
• Build relationships—guest articles, partnerships, local directories, testimonials.
• Aim for quality over quantity: one link from a respected industry site beats dozens from random blogs.

Don’t ❌ 

Internal links

• Don’t link every second word or hide links in tiny footer text.
• Don’t use the exact same anchor text everywhere; mix it up naturally.
• Don’t create orphan pages (pages no other pages link to)—they’re hard to find.
  

External links

• Don’t buy or trade links in bulk; search engines spot that and may penalise you.
• Don’t drop links in spammy comment sections or forums just to get a backlink.
• Don’t chase irrelevant sites (e.g., a plumbing business backlinking from a pet food blog)—stick to related or local niches.

Is SEO hard to learn? 

The basics of DIY SEO take a few weekends. Webnode handles the technical setup so you don’t need to code. Try it for free. 

Anchor Text

Anchor text is the clickable wording in a link, shown in a different color font (usually blue) to contrast with the surrounding text and underlined. 

Do ✅

• Be descriptive. Summarise what the visitor will see after the click.
• Keep it short and natural. Four to six words is plenty.
• Work on a keyword if it fits, but don’t force it.
• Match the page you’re linking to. Promise only what you deliver.
• Vary your phrasing. If every link says exactly the same thing, it looks robotic.
  

Good example

“Need a trim? See our haircut price list for details.”

Why it’s good: “haircut price list” tells both humans and Google the destination is a page listing haircut prices.

Don’t ❌

• “Click here” or “read more” on their own—gives no clue about the destination.
• Keyword stuffing like “cheap haircut cheap haircut cheap haircut.”
• Misleading text that points to something unrelated.
• Identical anchor text everywhere. Looks spammy and less helpful.
• Over-long phrases that read like full sentences crammed with buzzwords.

Bad example

“Click here to learn more about our salon prices.”

Why it’s bad: “here” tells you nothing; search engines learn nothing; users must guess where they’ll land.

Alt text

Alt text (short for “alternative text”) is a brief written description you add to an image.

Visitors who can’t see the picture (for example, someone using a screen reader or when the image won’t load) will hear or read the alt text instead. Search engines also use it to understand the image.

Do ✅

• Describe the image in plain, specific words. Pretend you’re explaining it over the phone.
• Mention key details that matter to the page. (What’s happening? Who’s in it? What product?)
• Keep it short—about 8-12 words is plenty.
  Use a keyword if it naturally fits, but don’t cram them in.
  Skip phrases like “image of” or “picture of.” Screen readers already announce it’s an image.
  

Don’t ❌

• Leave alt text blank (unless the image is purely decorative or is from photobank).
• One-word labels like “haircut” or “plumber.” Too vague.
• Keyword stuffing: “cheap haircut salon stylist hairdresser haircut”.
• Describe things that aren’t in the picture or adding marketing fluff.
• Repeat the same alt text on every image—each picture is unique.
  

Good vs. bad example of alt text

Write alt text the way you’d guide a customer who can’t see the photo, and your site will be more accessible, user-friendly, and search-engine smart—whether you’re styling hair, fixing leaks, wiring lights, or explaining therapy exercises.

Sitemap

A sitemap is just a handy list of all the pages on your website—like a table of contents. You give it to Google and other search engines so they can find every page quickly and show them in search results.

HTTP Status Codes

When you visit a web page, the site’s server sends back a quick “number note” that tells your browser how things went. That number is the HTTP status code:

Your browser reads that number, reacts accordingly, and you either see the page, get redirected, or see an error message. 

Crawling

Crawling is a discovery process in which search engines send out robots or bots (known as crawlers or spiders) to scan your website content and its relevance. 

Indexing

After a search engine’s spider crawls your website, it decides what page(s) will be indexed. Indexing means being listed in the SERP (search engine result page).

Ranking 

Once your page is in the search engine’s index, the system has to decide which of the many stored pages should appear first, second, third, and so on for every search. That ordering is called ranking. 

The search engine looks at dozens of signals—how closely the content matches the query, page quality, links from other sites, freshness, and more—and then stacks the results like a scoreboard, with the “best match” at the top.

Local SEO for Brick‑and‑Mortar & Service Areas

• NAP consistency: Keep your Name, Address, and Phone identical everywhere.
  
• Reviews matter: 80 % of U.S. consumers search for local businesses weekly, and reviews are the #1 trust factor (BrightLocal, 2024).

If you serve a local area—whether you groom dogs or replace radiators – good SEO = more phone calls and walk‑ins with zero or minimum ad spend. And yes, you can do SEO yourself.

Bottom line: Help real people first; search engines will follow.

Creating Content That Ranks (and Converts Customers)

Quality content is the fuel that powers SEO. Content gives search engines clear, relevant information about your website. It attracts users and may help them to make a decision to choose your business over your competitors. 

Content covers every piece of information you publish online that a visitor (or search engine) can consume or interact with. That includes:

• Text – blog posts, articles, product descriptions, headlines, captions, transcripts.
  
• Images – photos, illustrations, infographics, memes, GIFs.
  
• Video – recorded clips, livestream replays, webinars, animations.
  
• Audio – podcasts, sound-bites, music tracks, interviews.
  
• Downloadables – PDFs, e-books, white papers, slide decks, checklists.
  
• Interactive elements – quizzes, calculators, polls, configurators, maps.
  
• Data visualisations – charts, dashboards, timelines.
  
• User-generated pieces – reviews, comments, forum posts, social-media embeds.
  
• Rich media & emerging formats – 360° photos, 3-D models, AR/VR experiences.
  

Don’t know how to write? We understand—you’d rather spend time running your business than staring at a blank screen. Webnode’s AI Builder will do the job for you. In seconds, it turns that line into clear, ready-made words and finds matching photos. Tweak a detail, hit publish, and get back to the work you’re great at.

Building Trust Off‑Site 

• Local directories: Add your site to Google Business Profile, Bing Places, Apple Business Connect, Yahoo Local, Yelp for free. This will list your business in their search and maps where applicable. Also consider adding your business to other relevant sites like Better Business Bureau or similar.
  
• Partners & suppliers: Ask industry partners to link back to you—real‑world relationships become backlinks.
  
• WhitePress marketplace: If you need extra reach, the WhitePress Link Building Guide explains budget‑friendly options.
  
• Social & PR mentions: A local newspaper article or social media shout‑out still sends valuable signals.

When should I hire a consultant? 

If traffic stalls for 3+ months, you have no time to write content, or you’re dealing with complex issues (multi‑language, large e‑commerce, B2B).

Free & Budget SEO Friendly Tools to Keep You on Track

Tool	Why Use It	Cost
Google Search Console	Helps you monitor, maintain and troubleshoot your site’s presence in Google Search.	Free
Bing Webmaster Tools	Helps you monitor, maintain and troubleshoot your site’s presence in Bing Search.	Free
AlsoAsked	Generates People‑Also‑Ask questions for topic ideas (3 free searches per day).	Free
AnswerThePublic	Offers quick, no‑cost keyword ideas.	Free
Google Trends	Tells you what people are searching for, in real time.	Free
SE Ranking Mangools SERPSTAT	Provides an all-in-one SEO toolset including keyword research, competitor analysis, reporting, …	Free trial

How much does DIY SEO cost?

 Mostly your time. Optional tools range $0–$1500 / month.

One-Week SEO Plan — Plain & Simple

Day	What you do	Why it helps
1	Create your website in Webnode. Let the AI write the first text and pick photos, then hit Publish.	You can’t show up in search engines until your site is live.
2	Give each page a clear headline. Example: “Haircut Prices” or “24-Hour Leak Repairs.”	Easy headlines tell visitors (and search engines like Google) what’s on the page.
3	Add one helpful tip. Write or ask AI to draft a short post answering a common question (“How to stop a dripping tap”).	Helpful info brings in search traffic and builds trust.
4	Claim your Google Business Profile. Enter your name, address, phone, and hours exactly as on your site. Additionally, you can do the same for Bing Places, Apple Business Connect, and Yelp.	Puts you on Maps and Search and lets locals find you fast.
5	Ask for three customer reviews and reply to each one describing what service you provided in detail.	Good reviews lift you higher in local results and reassure new clients.
6	Link pages together. From your home page, add a sentence like “See our full price list” that links to the Prices page.	Links guide visitors and help search engines crawl your site.
7	Get one outside link. Ask a supplier, a nearby business, or a local directory to add your website.	A few honest links act like online referrals and boost authority.

That’s it. About 20 minutes a day for one week, and you’ve covered the SEO basics – no tech jargon, no 400-page manual. Keep serving customers, and your site will keep climbing.

How long does it take to see the first result?

For most small-business sites, you’ll notice the first signs—like showing up for your own name or a narrow service term—within 4 to 8 weeks. Bigger jumps for high competitive keywords usually take 3 to 6 months. SEO works more like building muscle than flipping a switch: steady effort brings steady gains.

SEO doesn’t have to be scary. Take ten minutes today, follow the DIY SEO checklist, and watch your business appear where it matters—right in front of customers searching for you.

Already a customer? Upgrade to a premium plan for a custom domain, email support, and advanced stats. Knuckle down to our knowledge base or watch our bite-sized video tutorials.

Not yet a customer? Learn more about how to make a small business website in a few clicks or how to create your own online store. 

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Author Bio: Martina Zrzavá Libřická is a Freelance SEO Consultant at MartiSEO with 13+ years experience both in-house (IKEA, Emplifi – formerly Socialbakers) and agency (Accenture). She specializes in International SEO, Product Management and Strategy. Martina is an active mentor at Women in Tech SEO, The Freelance Coalition for Developing Countries and privately. She enjoys organizing workshops and trainings for organizations or individuals. Martina actively publishes about SEO on LinkedIn in the Czech Republic to dispel the myths and educate people in organic search topics.