If you run a small business in Wales, you’ve probably heard the term SEO thrown around, but you might not be sure what it means or why it matters to you.
SEO, or search engine optimisation, is a way of making your website appear higher on Google when people search for the kind of things you offer.
These days, people don’t just rely on recommendations from friends; they go straight to Google. And if your website isn’t set up correctly, you could miss out on many new customers. In this blog, we’ll discuss why SEO matters for small Welsh businesses like yours and share some easy tips you can start using today.
Why SEO matters for small businesses in Wales
Let’s say someone in Swansea is searching for an ‘emergency plumber near me’. Where do they go? Google. And what do they click? Usually, one of the first few results.
If your website isn’t showing up when people search for what you offer, you’re invisible to those customers, even if your business is right around the corner.
With the right SEO strategy, your website can get found by local customers, build trust through visibility, bring in more enquiries or bookings, and compete with larger brands - even on a budget.
1. Get the basics right: On-page SEO
Use relevant keywords
Consider what people type into Google when looking for your services; those are your keywords. For example, a dog groomer in Newport might use ‘dog grooming Newport’, or a builder in Rhyl might target ‘home renovations Rhyl’. Use these phrases naturally in page titles, headings, text, image alt tags, and meta descriptions. Don’t overdo it – focus on keeping your content clear, helpful, and easy to read.
Create clear, useful content
Your website shouldn’t just exist, it should answer questions and build trust. Each page should focus on one main service or topic. For example, there should be a separate page for ‘Boiler Repairs' and another for ‘Boiler Installations'. Clear, helpful content improves your SEO and turns visitors into customers.
2. Prioritise local SEO
If you’re a small business in Wales, your audience is often just a few miles away. That’s where local SEO comes in. Here’s how to show up in local searches:
Claim and optimise your Google Business Profile
This is the map listing that shows your business name, location, hours, and reviews. It’s one of the most powerful local SEO tools, and it’s free. Make sure your profile is fully completed, with the right keywords, contact information and reviews from happy customers.
Use local keywords
Add your town or region to your keyword phrases - for example, ‘SEO Wales’, ‘Electrician in Pontypridd’, ‘Wedding photographer North Wales’. This helps Google match your site with people searching in your area.
Keep your business information consistent
Your NAP (Name, Address, Phone number) should be the same across your website, social media, and online directories. Inconsistencies can confuse search engines and lower your ranking.
3. Improve your site speed and mobile friendliness
Let’s be honest – no one likes waiting for a website to load. If a page doesn't appear quickly, most people will click away after just a few seconds. So if your website is slow or difficult to use, you’re likely losing potential customers before they even see what you offer.
But it’s not just about frustrating visitors – Google notices, too. The search engine wants to show users websites that are easy to use and offer a good experience. If your site takes too long to load, doesn’t work correctly on mobile phones, or has broken links, Google sees that as a bad sign. And that means your site might appear lower down in search results.
Speed, simplicity, and mobile-friendliness matter. People expect websites to be fast, smooth, and easy to use – whether they’re on a laptop, tablet, or scrolling on their phone. If your site is clunky or outdated, chances are they’ll leave and try a competitor instead.
The good news? Improving your website’s performance isn’t as hard as it sounds. Simple fixes like resizing large images, tidying up unnecessary plugins, and using a mobile-friendly design can make a big difference.
The bottom line is that a faster, cleaner website keeps people interested, builds trust, and helps you show up better on Google.
You can test your site speed with Google PageSpeed Insights. People in Wales are searching on the go, so your site should work seamlessly on phones and tablets.
4. Build trust with links and reviews
Backlinks (links from other websites to yours) are like digital recommendations. They tell Google that your site is trustworthy and relevant. You don’t need hundreds – a few quality local links can make a big difference.
Try getting listed in Welsh business directories, collaborating with local bloggers or influencers, and writing guest posts on local community websites. Also, encourage your customers to leave Google reviews. Genuine, positive reviews help your visibility and make you more appealing to potential clients.
6. Ignoring SEO Best Practices
SEO isn’t just for big companies – it’s crucial for small businesses too. Without basic on-page SEO, your site may never appear when people in Merthyr Tydfil search for your services.
Common issues include missing meta titles and descriptions, poor keyword usage, and a lack of internal linking. These might sound technical, but they have a significant impact on visibility.
Start with the basics – use relevant keywords naturally, write unique meta descriptions, and structure your content with headers. An SEO-friendly blog can also help attract local traffic.
7. Keep it fresh with blog content
Blogging isn’t just for big brands. It’s a great way for small businesses to build authority, help customers, and improve SEO.
Write blog posts that answer common questions, offer tips, or showcase your work. For example, ‘5 Signs You Need a New Roof in South Wales', ‘How to Choose the Right Accountant for Your Small Welsh Business’, or ‘SEO Tips for Welsh Tradespeople in 2025'.
Each post is a chance to use keywords like ‘SEO Wales' or ‘small business marketing tips’, and to attract people searching for advice.
Final thought: Start small, stay consistent
SEO isn’t a one-time fix – it’s an ongoing process. However, even small improvements can lead to big results over time. The most important thing is to start.
Tidy up your site’s content, use clear, local keywords, optimise for mobile, collect reviews, and write helpful blog posts. If you’re feeling stuck, that’s okay. SEO takes time, and you don’t have to do it alone.
Ready to grow your online visibility?
Whether you're just starting out or looking to improve your current website, investing in SEO is one of the smartest moves a small business in Wales can make.
We offer friendly, jargon-free support to help Welsh businesses get found online, attract local customers, and grow with confidence. From audits and content advice to complete website overhauls, we’re here to make SEO simple and effective.
Book a free consultation today, and let’s get your website working harder for your business.
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