Cutting Your Marketing Budget Could Be Costing You More Than You Think!

I talk to small business owners every day, and one topic that keeps cropping up lately is this: Businesses are doing it tough.

Consumers are spending more cautiously, enquiries have slowed for many industries, and businesses are understandably watching every dollar.

This is why knowing how to market in a downturn has become such an important skill for Australian business owners.

Unfortunately, one of the first expenses many businesses cut is their marketing budget. In my humble opinion, that’s a big mistake!

Why? Because when demand softens, visibility becomes even more important.

Understanding Buyer Psychology

One thing I’ve observed over the years is this: In good times, people are often motivated by greed. They want bigger, better, faster, shinier.

In tougher economic conditions, people are motivated by fear.

They’re worried about making the wrong decision. They’re concerned about wasting money. They’re looking for reassurance that they’re choosing the right business. So how do you give them that confidence?

Here are my thoughts on that…

1. Show Proof, Not Promises

When people are feeling cautious, trust matters more than ever.

In other words, this is the perfect time to showcase case studies, testimonials, before-and-after examples, and success stories from past clients.

You can also strengthen your marketing with facts, figures, and industry statistics. They don’t even have to be your own data – credible third-party research can be very persuasive!

And, if appropriate for your business, consider offering guarantees. Sometimes a simple guarantee on your work or product can remove the hesitation that’s stopping a prospect from enquiring or going ahead.

2. Don’t Put All Your Marketing Eggs in One Basket

If your entire marketing strategy relies on networking events and the occasional Facebook post, now’s the time to diversify!

Consider adding LinkedIn, Instagram, Search Engine Optimisation (SEO), Google Ads, PR, email marketing, or other channels that help you reach potential customers.

But if you do nothing else, pretty please prioritise your Google Business Profile (GBP)! It’s one of the fastest ways to improve your visibility in Google and put your business in front of people who are actively searching for your services right now – and guess what? It’s absolutely free.

Yep, your GBP is about as close to a warm lead as you’ll get (it’s also one of our specialties so reach out if we can guide you, or check out our training module so you can DIY and start enjoying the results!).

3. Work Smarter, Not Harder

Marketing across multiple channels doesn’t have to mean creating everything from scratch. In fact, the businesses that maximise their content often get far better results with less effort.

Take a look at the resources already available to you. Can you turn a client question into a blog article? Repurpose that blog into social media content? Turn a case study into an email newsletter?

AI tools like Chat GPT or Gemini can be great for pulling content frameworks together (just don’t forget to edit to give it that ‘human’ touch!).

And don’t forget your existing database. A SPEAR (Short, Personal, Expecting A Reply) text or message to past clients can often generate opportunities faster than chasing brand-new leads eg: “Hi Mark, I was just thinking about you and wondering how business has been lately. What’s keeping you busiest at the moment?”

The key is keeping it genuinely personal, easy to send, and inviting a response without feeling like a sales pitch 😉 . I know I’ve definitely seen an increase in business through this method!

4. When Others Go Quiet, Get Louder

Finally, here’s the opportunity many businesses miss: when competitors cut back their marketing, it’s often the best time to increase yours.

Get creative. Explore collaborations, service swaps, joint promotions, or PR opportunities with complementary businesses.

Because while others are becoming less visible, this is your chance to stand out.

That’s often the difference between surviving a downturn and growing through one.

Economic conditions may be beyond your control, but your visibility isn’t! Contact Front Page SEO today for a FREE SEO Checkup and let’s look at how we can strengthen your online presence.

Much as I love SEO (and I do!), it isn’t necessarily the best marketing strategy for every business. Shock horror!

And unlike some other industry professionals, I’ll openly tell you that in your free SEO Checkup!

That said, when SEO (Search Engine Optimisation) is the right fit, it can be one of the most powerful long-term marketing investments you’ll make.

So, what are the pros and cons of SEO in today’s AI-driven world?

As an SEO expert of close to 15 years’ experience, I’m constantly researching this ever-evolving beast. Here are some of my insights …

The Pros of SEO: Why It’s Still Worth It

Results that Go the Distance: One of the biggest advantages of SEO is its longevity. Unlike paid ads that stop generating enquiries the moment your budget dries up, strong SEO can generate leads for years.

In fact, we’re still seeing top positions for keywords targeted 5+ years ago – which are generating enquiries – on this very website, as well as client campaigns! 😮

A Fresh Flow of Right Place, Right Time Buyers: SEO opens the door to an entirely new stream of potential customers. You’re not interrupting people – you’re showing up exactly when they’re searching for what you offer.

That’s why SEO traffic tends to convert so well. These are high-intent leads who already want your service.

This is also why optimising your website for relevant keywords and topics is so important!

Traffic Without the Ad Spend: And let’s not forget cost. While SEO does require an upfront investment, the traffic itself is essentially “free” once you’re ranking. No ongoing payments to Google Ads or Meta just to stay visible (hallelujah!).

‘Own’ Your Local Area: For local businesses, the benefits of local SEO are even more compelling. Showing up in Google’s map pack or having a well-optimised Google Business Profile can drive calls, bookings, and foot traffic – often without a single click through to your website (no thanks to AI overviews!).

And if you focus on ranking above your competitors here, who do you think your potential customers are going to book with first?

The Cons of SEO: What to Be Aware Of

Not an Overnight Fix: Now for the reality check: SEO takes time. So, if you’re after instant leads, this probably isn’t your strategy.

But if you can play the long game, the good news is that the results compound over time.

It’s a Moving Target: No set and forget here – SEO is an ever-changing space. Between Google updates and the rise of AI search, what worked last year (or even last week!) might need tweaking today.

And while we follow Google’s best practices and guidelines here at Front Page SEO (as any white hat SEO specialist should), unfortunately there’s no “magic formula” for success. We can only learn from experience and consistency.

Fewer Website Clicks: With Google’s AI Overviews and other answer engines, users today often get what they need without visiting your site. That’s why local SEO – specifically, optimising and regularly updating your Google Business Profile, is more important than ever.

Beware the Smoke & Mirrors: Lastly, yes – unfortunately there are still some dodgy operators out there. SEO can feel like smoke and mirrors if it’s not explained clearly, which is why transparency is something we prioritise at Front Page SEO. One recent client was really impressed with our monthly reporting – something he had never received fromhis previous agency!

So … Is SEO Still Worth It?

In my humble opinion? Absolutely – if it aligns with your business goals. Because here’s the thing: if you’re not investing in SEO, chances are your competitors are.

SEO in the AI era isn’t dead – it’s just evolving. And the businesses that lean into it now will be the ones reaping the rewards in the years to come.

Keen to get your business seen in both AI tools and Google search? Book a free SEO check-up or a one-on-one online consultation with our Brisbane SEO consultant today!

If you’ve noticed a shift in how people are searching online lately – you’re not imagining it. AI is changing the game. Fast!

And while traditional Search Engine Optimisation (SEO) used to be all about getting clicks from Google & Co, we’re now moving into what many are calling a “zero-click world” – where people ask a question in tools like ChatGPT, Claude, Perplexity, or Google’s AI Overviews – and get the answer instantly. No clicking required. This is just one of the downsides of SEO in the AI era!

So where does that leave your business?

How AI is Transforming your Customers’ Behaviour

Let’s start by looking at how AI search is actually changing behaviour.

As an example, in Google, someone might search “dog-friendly cafes Brisbane” and get a list of links, a map, and a few reviews.

But in AI? The search becomes far more conversational – something more like:

“I’ve just adopted a hyperactive cavoodle named Kevin. Where can I grab a strong coffee and he can get a puppuccino without causing chaos?”

Instead of a list of links, AI delivers a curated answer – complete with recommendations, context, reviews, and even little details that make it more useful (and Kevin-proof!).

That’s because AI doesn’t just match keywords. It breaks down the question, pulls information from multiple sources, and aims to deliver the best possible answer – not just more options.

How AI is Transforming SEO

Now let’s start with some good news. If you’ve been doing SEO properly (hello, white hat SEO!) – you’re already a step ahead.

With AI Search – often referred to as Generative Engine Optimisation or ‘GEO’; or ‘AEO’, short for Answer Engine Optimisation (personally I prefer the acronym SEO to represent Search EVERYWHERE Optimisation!), the fundamentals still matter. In fact, they matter more than ever.

The Four Pillars of SEO

Here at Front Page SEO, we still focus on what we call the four pillars of SEO:

• Keywords – understanding what your customers are actually searching for
• Onsite optimisation – creating helpful, user-friendly content incorporating your target keywords, and making sure your website functions well technically – ie stuff we do ON your website
• Offsite optimisation – building authority and trust through external links and mentions – OFF your website
• Google Business Profile – especially critical for local service businesses

These pillars haven’t disappeared in the AI era – they’ve evolved, and still underpin a successful GEO strategy. The key difference? While traditional SEO is largely about ranking content, AI tools don’t just rank it – they choose it as part of the answer.

And they’re not mutually exclusive. Good SEO supports good GEO, and vice versa.

From Ranking to Being Recommended

AI search tools pull information from multiple sources, break queries into parts, and prioritise:

• Clear, structured content
• Credible, trusted brands
• Complete, helpful answers

In other words, your business needs to be understood, trusted, and talked about online – not just “optimised”.

You can do this by managing your online presence through things like:

• PR opportunities
• Discussions online via social media, forums, and third-party content
• Content marketing
• Reputation management

What We’re Doing as an AI SEO Agency

As an AI SEO agency, these are all things we’re actively encouraging and working on for our clients.

But let’s be honest – no one has all the answers yet. This space is evolving daily.

At Front Page SEO, we’re currently:

• Developing better ways to report on AI visibility and success (because clicks alone don’t tell the full story anymore)
• Implementing new LLMS.txt files to help AI tools better understand our clients’ websites, services, and expertise

It’s all about making it easier for AI to interpret and trust your business.

A Quick Reality Check (and Opportunity!)

AI isn’t replacing SEO – it’s reshaping it. And the businesses that win? They’ll be the ones who adapt early.

Here at Front Page SEO, we’ve been experimenting on our own site to see if we can increase our own recommendations in AI results, to test out our strategies before offering them to clients. And although it’s early days yet – we’re already seeing an improvement:

• An increase in enquiries. When we ask how they found us, we’ve started hearing things like “ChatGPT recommended you!”
• Seeing “AI-Assistant” coming up in our Acquisitions reports in Google Analytics report.

So, if you’re wondering whether investing in SEO to show up in AI search is worth it – the answer is simple: It already is.

Because your customers aren’t just searching anymore … they’re asking.

And the real question is – will your business be part of the answer?

How to Get Your Business Ready for AI Search

If you want to ensure your business is the one recommended by AI search engines, we can help. Book a free SEO check-up or one-on-one online consult with Front Page SEO today!

One of the most common questions we hear at our Brisbane SEO agency is: “How often should you update your SEO?”

Our answer? SEO (Search Engine Optimisation) isn’t a “set and forget” exercise – and that’s exactly why most SEO agencies and professionals (including us!) work on ongoing, monthly arrangements.

Google and Co are constantly evolving (AI anyone?!). Your competitors are constantly changing. And your business? Well, of course that changes too! If your SEO stays static while everything else moves, it won’t take long before your rankings – and those all-important enquiries – start to slide.

What about one-off SEO packages?

Here at Front Page SEO, we do offer a “one-off” Starter Package, but it’s important to understand what it’s designed for.

Think of it as a fast-track option. We compress around six months’ worth of foundational SEO work into a six-to-eight-week period. It’s not intended to be a standalone, forever solution – it’s about setting your website up properly from the start.

That foundation typically includes:

• Keyword research – identifying relevant, achievable keywords your business actually has a chance of ranking for
• Onsite optimisation – placing those keywords in the right spots on your website and improving technical elements for a better user experience
• Offsite optimisation – kicking off a link building strategy to help grow your site’s authority and trust

Why SEO is Like Gardening

From there? SEO maintenance is a lot like gardening 🌱

We like to explain SEO using a garden analogy (because it makes sense).

The Starter Package is about preparing the soil and planting the seeds. Will they grow and flourish? Well, that depends entirely on the after-care!

For best results, SEO needs regular:

• monitoring
• feeding and nourishing
• pruning and tidying
• weeding when problems pop up

Occasionally, an established website in a low-competition niche may see solid results from foundational work alone (a Starter Package). It was quite common when I started providing SEO services back in 2012 but that’s becoming increasingly rare.

Just like a real garden, SEO performs best when someone is checking in regularly, filling bare patches with fresh web content, topping up the soil with updated links, and nurturing both quick wins and longer-term keyword goals.

After all, avocado and macadamia trees take years to bear fruit – but farmers still plant them, knowing the long-term rewards are worth it! SEO works the same way – once it starts working, it can keep bearing fruit for many years.

How Often Should You SEO When You’re at #1?

What about when you’re ranking really well? How often should you update your SEO then?

Just like with gardening, the work never stops! However, we can drop back to a maintenance plan which is less aggressive. In fact, we have some long-term clients who are now on this type of SEO package. It’s one way we reward them for their loyalty, and the reality is – once your business is at the top of search engine results, it doesn’t need as much effort to keep it there.

If you’d like help with an SEO strategy that actually grows with your business, we’d love to help. Start with booking a FREE SEO checkup and let’s see where the opportunities lie!

White hat, black hat, grey hat SEO – What does it all mean?

And what’s with the white hat!?

These are questions my team and I hear often at our Brisbane SEO agency! Let me explain…

If you’ve ever come across me online or on social media, you’ll know that the white cowboy hat is part of my brand here at Front Page SEO.

It’s fun, a little quirky, and (let’s be honest) helps me stand out in cluttered social media feeds! 🤠

But there’s more to it than that. I wear my white hat to symbolise honesty, transparency, and integrity in an industry that can sometimes feel, well… a little murky.

What is White Hat SEO?

Believe it or not, in SEO (search engine optimisation), we actually use cowboy terminology.

I like to joke that the “www” in a URL stands for the “Wild Wild West”, not the “world wide web” – because that’s what it feels like sometimes!

Seriously though, “white hat SEO” refers to the ethical, above-board way of improving your website’s visibility in Google search results. It’s all about working with Google’s guidelines – not trying to trick the system. It’s the way we do things at Front Page SEO.

It involves creating valuable content, earning backlinks (not paying for them), and focussing on the user experience. Yes, it takes more time and effort, but it’s the only approach that delivers real, lasting results (and keeps your site out of Google’s naughty corner!).

The opposite of course is “black hat SEO“. Unfortunately, SEO agencies or professionals using these techniques, don’t tend to advertise that fact, let alone get around wearing a black hat! Many unsuspecting business owners have been burned.

The Truth About Wearing my White Hat

Now, while I happily wear my white hat on socials and when running SEO training or speaking at events, I’ll admit I’ve been a bit of a scaredy cat about wearing it to business networking events or conferences.

You see, some people in the digital marketing world love to claim there’s no such thing as white hat SEO. They argue that everything we do – even ethical link building – is really grey hat. And I didn’t want to deal with confrontation or controversy. Walking into a room full of strangers is challenging enough, without inviting debate.

But earlier this year, I decided it was time to be brave.

I began with baby steps: I started carrying the hat to networking events. Then, at a recent Common Grounds Women’s Business Network meeting in Brisbane, the lovely members insisted I actually wear the hat next time. One even messaged me before the next event to remind me!

So, I did it. I wore the hat to the next Common Grounds event – and the world stayed on its axis.

Emboldened, I wore it to a more traditional Chamber of Commerce event. I was nervous – would people think it was too much? Too gimmicky? But to my surprise, it really helped to break the ice. People came up to chat (which doesn’t usually happen), the photographer grabbed a few shots, and I made some genuinely valuable connections.

Now that I’m in the habit, I’ve realised that most of the time nobody asks why I’m wearing a white cowboy hat. People just accept it! 😅

Here’s to Wearing the Hat

That experience reminded me that sometimes, in business and in life, we need to put on our “big girl pants” (yes, speaking to myself here too!).

The smallest risks can bring the biggest rewards. And while we may not be huge risk takers here at our white hat SEO agency, it’s still important to ride the wave of progress and change.

So, my advice? Wear the hat. Speak up in that meeting. Put your face on your socials. Say yes to that speaking gig. Do that thing you’ve been scared to do.

Stand up for what you believe in and surround yourself with people who cheer you on – white hat and all! 💛

Interested in learning more about what a white hat SEO strategy could do for your business? We offer a FREE SEO checkup of your website so why not book yours today?

“Does social media affect SEO?” – it’s one of those questions that is often asked of the team here at our Brisbane SEO (search engine optimisation) agency. And with good reason.

Every time the social platforms roll out a big update, it’s only natural that business owners start wondering if their posts, likes, and shares are influencing where they appear on Google.

The short version? Your Instagram followers or Facebook likes aren’t a direct ranking factor. Google isn’t secretly counting your social engagement and bumping you up the results page.

But social media is playing an increasingly important indirect role in SEO – and the latest Instagram update proves it.

Social Media and SEO: The Current Landscape

For years, Google has maintained that social media activity – things like your follower count or how many likes your post gets – isn’t a direct ranking factor. Social platforms like Facebook and X have always been treated like any other website in the eyes of Google.

Instagram was always a different kettle of fish. Its content was largely contained within the app and not indexed by external search engines – until July 10, 2025 when Meta announced that public posts from professional Instagram accounts can now appear in Google search results.

For businesses and creators, this means that your reels, carousels, and captions aren’t just content for your followers anymore. They’re now potential SEO assets – discoverable by a wider audience on Google. In other words, Instagram has officially joined the search party! 🥳

So, if you haven’t already, forget the hashtags – start weaving your keywords into your Instagram captions. Think of them like mini blog posts – descriptive, keyword-rich, and aligned with how your ideal audience might search.

How Social Media and SEO Work Together

While the Instagram update is exciting, the broader relationship between social media and SEO has always – and continues to be – about the indirect benefits.

Here’s how they connect:

• Drive traffic to your website. Sharing your latest blog or resource on platforms like Instagram, LinkedIn, or Pinterest can funnel more people to your site. More visits and engagement send strong signals to Google that your content is valuable.
  
• Dominate the search results page. When someone Googles your business, it’s not just your website that can show up – it’s also your social profiles. With Instagram posts now being indexed, you’ve got another chance to control the first page of search results and leave less room for competitors.
  
• Social media as a search engine. Platforms like YouTube, Pinterest, LinkedIn – and now, increasingly, Instagram – are being used as search engines in their own right. Optimising your content for these spaces increases your visibility – so you’ll want to use your keywords in all captions as well as in alt-text on your images and videos.

At the end of the day, both social media and SEO are great ways to boost your business online – and like any collaboration, there is much to be gained from working together.

At Front Page SEO, we find it extremely rewarding to help small businesses with their Search Engine Optimisation, while our good friends at Brisbane social media agency, Jayne Media, can help you to launch, establish and grow your social media platforms. Contact us today to find out more.

NB This post was originally published in August 2021 – we have revised and updated it in September 2025.

If you’re a small business owner feeling lost in the wild west of Google rankings, you’re not alone.

It can be tempting to piece together advice from YouTube, blogs, and forums … but let’s face it, that often leads to more confusion than clarity!

That’s where a reputable online Search Engine Optimisation (SEO) course or personalised SEO coaching can make all the difference – especially when it’s guided by an experienced SEO professional like our founder, Janet Camilleri!

Not all online SEO courses are alike. Here are six things to consider before enrolling in an online SEO course or SEO training program.

1 – Can you Learn at Your Own Pace?

Nothing deters faster than feeling flooded with info you just don’t have the time nor headspace for. Look for training that allows you to go at your own pace.

Some business owners prefer structured lessons, while others benefit more from personalised one-on-one SEO coaching sessions that focus only on what they need to learn right now. The key is having the flexibility to digest each concept in your own time, revisit topics when needed, and avoid overwhelm.

This is especially important for busy business owners who can’t dedicate hours each day to studying, but still want to see results.

2 – Who Will Run the Training?

Will you be learning from a faceless instructor, or is it regurgitated AI content? Can the instructor actually teach?!

Look for SEO training delivered by a real expert with hands-on experience. Learning directly from someone like Janet Camilleri, an established Australian SEO expert and former primary school teacher – makes a huge difference. Janet knows her stuff, and more importantly, knows how to explain it clearly and practically. It’s a bit like having your own lil’ SEO mentor in your back pocket!

3 – How Current is it?

The world of SEO changes constantly. Is the course you are considering on top of all the latest changes? A big benefit of choosing our online one-on-one training is that it’s tailored to you and regularly updated. Janet keeps an eye on the Googlesphere, so when something has just shifted – like a major algorithm update or ranking signal – you’ll hear about it in your session. No need to trawl through Twitter or Reddit!

4 – Is it Based on Best Practice?

When you try to DIY SEO on your own, you often end up more confused than when you started. One blog says do this; another forum or SEO expert says to avoid it. Sound familiar? That’s why it’s important to learn SEO based on ethical, white-hat methods, that are built for long-term results – not shortcuts that could hurt your site. Sticking to trusted guidance helps you cut through the noise and focus on what actually works.

5 – Is Support Available?

One of the most frustrating things about SEO is that it takes time to see real results. And it can feel very lonely, especially when you’re doing it on your own.

Whether through structured training or one-on-one online SEO consults, having access to expert support matters. Being able to ask questions, get feedback, and sense-check your approach with someone experienced can save you months of trial and error.

6 – It’s Made for Aussies!

A lot of SEO content is created for American businesses, which isn’t always helpful for Australian websites.

Look for SEO training that’s grounded in the Australian market, with examples, tools and strategies that are relevant locally. Local insight, paired with global SEO knowledge, gives you the best of both worlds. Fortunately, Janet is proudly Australian – so when she talks examples, resources, or platforms, they’re actually relevant to you! Think local insight with global reach.

The Benefits of Learning SEO

Learning SEO is a great way to boost your business, or your skillset if you’re in web design or marketing.

One of the biggest frustrations small business owners face in marketing today is that SEO is shrouded in mystery. It can be downright scary having to rely on somebody else to take care of it – especially when you’re not sure what they’re doing, or if it’s even working (there are plenty of horror stories of people throwing away money for nothing!).

When you learn how to do it yourself, YOU are the one in the driver’s seat. You can monitor your progress, make informed decisions, and tweak your strategy as your business grows – or even just gain the confidence to ensure your SEO agency is actually doing what they’re meant to.

For those who want personalised guidance, one-on-one online SEO coaching sessions with Janet Camilleri are available – providing tailored support based on your website, goals and current skill level.

If you’ve been thinking about learning SEO but haven’t known where to start, we’re here to help. Contact us today to learn more – or you can even “try before you buy”, by booking into our next free webinar!

Are you a local business owner looking for a free and powerful way to attract new customers? Then your Google Business Profile (formerly Google My Business) should be a top priority. And for those on a budget, it doesn’t cost a cent if you take care of it yourself – so it’s the perfect marketing strategy to focus on!

A well-optimised Google Business Profile (GBP) listing – combined with a solid collection of customer reviews – is, in my professional opinion, THE most effective way to appear at the top when someone searches for your services or products in your local area.

Why Google Reviews Matter

How’s this for a statistic: 77% of local consumers actively read online reviews before deciding which local business to choose. 77%! And of these, half trust the reviews as much as they would personal recommendations from friends and family.

What an amazing opportunity this presents for you to influence potential clients to choose you over your competitors!

Further, Google takes reviews into account when ranking businesses – so the more high-quality reviews you have, the better your chances of appearing in local search results.

And here’s something you might not expect: Negative reviews aren’t always a bad thing! They tend to get more attention, and your thoughtful response can actually enhance your credibility. A mix of reviews can make your business appear more authentic, showing that real customers are engaging with your services.

How to Get More Google Reviews

The key to getting more Google reviews? Just ask! Many satisfied customers simply need a little nudge. Make it a habit to request reviews at the right moment – straight after a successful service or when a client expresses their appreciation.

Here are some simple ways to keep the process smooth and effortless:

• Automate it – Send a follow-up email or text with a direct link to your review page.
• Use QR codes – Print them on business cards, signage, or receipts to make leaving a review quick and easy.
• Follow up – If a customer agrees to leave a review but hasn’t done so after a week, a polite reminder can make all the difference.

A proactive approach like this will dramatically increase your chances of success.

At Front Page SEO, we can even do the asking for you. We can contact your customers, request a review, and send them the link – plus follow up if they haven’t left one yet. No awkward conversations required!

The Importance of Replying to Google Reviews

A local business near us – a beauty therapist with a home salon – learnt the hard way that you neglect your Google reviews at your own risk. She had over 100 glowing reviews, but because she never replied to them or actively maintained her listing, Google flagged them as spam and removed them all! That’s when she came to us. While it’s possible to get Google to investigate and reinstate missing reviews, she chose to start over from scratch. What a devastating loss.

To avoid this, we recommend responding to every review and keeping a screen shot of them. If any disappear, you’ll have proof to show Google, which may help with recovering them.

This approach came in handy with our own Front Page SEO Google Business listing a year or two ago. We alerted Google about a missing review, and they reinstated not just that one – but quite a few we had never even seen before!

No Gmail Account? No Problem

Got a customer who doesn’t have a Gmail account? They won’t be able to leave a Google review – but that doesn’t mean you have to lose their feedback.

Encourage them to leave a review on your Facebook page, Linked In profile, Trustpilot, or another review platform instead. These will still boost your brand (and SEO) by building trust, increasing visibility, and generating fresh user-generated content that search engines value.

If you’re not leveraging your Google reviews yet, now is the time to start. And if you’d like some guidance – Front Page SEO offers both a budget-friendly DIY online training module, and a done-for-you GBP management service from our award-winning Google experts – both designed to drive more clicks, calls, and customers your way. Contact us today to learn more!

If you’re just diving into the world of Search Engine Optimisation (SEO), you’ve likely come across all sorts of tips and tricks, rules and recommendations.

It can feel overwhelming – but in my experience, if you can keep one guiding principle front and centre, you can’t go too far wrong!

So what is this guiding principle? I call it the Golden Rule …

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The Golden Rule of SEO –
Optimise for people, not for Google.

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Now, you might be thinking, “Wait a minute! Isn’t SEO all about pleasing Google?” Well, yes – but here’s the twist:

Google’s ultimate goal is to deliver the best possible experience to its users. That means if you’re creating content that genuinely helps people, Google will reward you by ranking your site higher. (Yes, they say so themselves in the official Google guidelines!)

Think of Google as the matchmaker between your business and your potential customers. Your job is to create content that answers their questions, solves their problems, or engages their interest. Google’s algorithms are getting smarter every day, and they focus on serving high-quality, relevant, and user-friendly content.

How to Write for People

So, exactly how do you write web content for ‘people’? A few quick tips:

• Use simple, clear language that your audience can easily understand.
• Address common questions or pain points directly.
• Write conversationally to make your content relatable.
• Use headings, bullet points, and visuals to break up text and improve readability.
• Write with clarity – no jargon or overly technical terms.

Now, here’s the Silver Rule!

While the golden rule of SEO is all about people-first content, the “silver rule” is just as important: EEAT.

EEAT stands for Expertise, Experience, Authoritativeness, and Trust. It’s a framework Google uses to evaluate the quality of content on a website. Here’s how it works:

1. Expertise: Demonstrate deep knowledge in your field. Are you qualified? Have you studied the topic? Do you have years of experience?
2. Experience: Show that you’ve lived or worked through the topic you’re writing about. For example, if you’re a chef sharing recipes, your hands-on kitchen experience matters!
3. Authoritativeness: Build your credibility. Google wants to know if others see you as a trusted source. Think reviews, backlinks, and recommendations.
4. Trust: The cornerstone of any relationship, including the one you have with your audience. Always be transparent, accurate, and authentic.

How to Nail EEAT on Your Website

Here are some practical tips to help your tick all the EEAT boxes:

• Include Author Bios: Add bios for your content creators, highlighting their qualifications and experience. This shows visitors (and Google) that your site’s content is created by real experts.
• Interview or Quote Experts: Can’t claim expertise on a topic yourself? No worries. Bring in someone who can. Interviewing or quoting experts adds credibility.
• Link to Quality Sources: Don’t be afraid to link out to reputable sites where it makes sense. This boosts your own site’s authority. For professional industries like healthcare, use resources like Google Scholar to reference academic research or peer-reviewed articles.

At the end of the day, SEO isn’t just about algorithms and keywords. It’s about people. If you create content that truly resonates with your audience, solves their problems, and earns their trust, Google will notice.

So, next time you’re working on your website, ask yourself: “Am I making this better for my audience?” If the answer is yes, you’re already on the right track.

Keen to fast-track your SEO with the experts? Contact the team at Front Page SEO today and let’s chat!