Key SEO Factors

Now that we’ve covered what SEO is, why it matters, and how search works today, it’s time to dig into the core factors that influence whether your website gets found.

Search engines look at hundreds of signals when deciding which results to show. But for small businesses, you can focus on the key factors that matter most. These fall into a few simple categories, which of course we cover in alot more detail later.

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1. Content Quality

Content is the backbone of SEO. Search engines reward websites that provide helpful, accurate, and original information.

• Write for people first, not just search engines.
• Make sure each page has a clear focus (e.g. one service, one topic).
• Answer common customer questions directly.
• Use headings and subheadings to make content easy to skim.

Tip: Google and AI systems look for “authority” — content written clearly, backed up with evidence, and aligned with your expertise.

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2. Keywords and Search Intent

Keywords are still important, but not in the old “stuff the page with keywords” way. What matters now is search intent — understanding why someone is searching.

• Use keywords naturally in titles, headings, and throughout your page.
• Think about the intent behind a search:
  • “How to…” searches = informational.
  • “Best [service] near me” = looking to buy.
• Create content that matches the intent, not just the words.

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3. Technical Health

If your website isn’t technically sound, even great content may not rank.

• Site speed – fast-loading pages improve rankings and user experience.
• Mobile-friendliness – most searches are on phones, so your site must be responsive.
• Indexability – ensure Google can crawl and index your pages (no broken links, correct sitemaps, robots.txt set up).
• Security – HTTPS (SSL certificate) is a must.

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4. Links and Authority

Links remain a strong ranking factor. Search engines see a link from another site as a “vote of confidence” in your content.

• Internal links – linking between your own pages helps Google understand your site structure.
• External links (backlinks) – other websites linking to you boost credibility.
• Quality beats quantity: one good link from a reputable local site is worth more than 100 spammy ones.

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5. Local SEO and Reviews

For most small businesses, local visibility is critical.

• Claim and optimise your Google Business Profile.
• Ensure your business details are consistent across directories.
• Encourage happy customers to leave reviews.
• Use local keywords (e.g. “plumber in Brisbane”) on your site.

AI search especially relies on local signals when deciding which businesses to highlight.

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6. User Experience (UX)

Google and AI tools both want to give people great experiences. If visitors land on your site and quickly leave, that’s a negative signal.

• Make your site easy to navigate.
• Use clear calls-to-action (e.g. “Call Now”, “Book Online”).
• Keep design clean and professional.

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Action Step

Open your SEO Training Log and score your site against these six factors. For each one, write:

• Strengths (what’s already working well)
• Weaknesses (what needs attention)

Example entry:

• Content Quality: Blog posts are helpful, but service pages are thin.
• Technical Health: Site is secure (HTTPS), but speed is slow on mobile.

This will give you a baseline picture of where your SEO stands right now.

Use our template: