SEO and Website Readiness

By Linley McConnell

Whether we like it or not, September is soon to be upon us and ushers in fresh routines and sharper focus. In other words, it’s a perfect time to give your business’s online presence a refresh. Think of it like a back-to-school SEO and website tune-up. This month, we’re diving into how a clean, optimized digital website can help your business get found by potential customers.

Search Engine Optimization & Keywords

Search Engine Optimization (SEO) may sound technical, but at its core, it’s the art (and science) of improving a website’s visibility and ranking on search engine results pages. And it matters: an estimated 54.4% of clicks go to the top three results on any given Google search. One of the most effective ways to boost your SEO is by using relevant keywords, those specific words or phrases your ideal customer is typing into their search bar. If someone’s searching ‘how to clean a duvet’ or ‘best cleaner in [your city],’ your website should be the one they see first.

The key is to ensure your site contains context-rich, relevant language – such as service descriptions, FAQs and blog content that mirror what people are searching for. Blogs are also powerful ranking tools. A timely post like ‘How Often Should I Clean My Down Coat?’ or ‘The Difference Between Dry Cleaning and Laundering’ tells Google your website is fresh, helpful and trustworthy – three things both search engines and customers care about.

And here’s a noteworthy update: Instagram posts are now being indexed by Google. If your business is active on social media, make sure your captions are more than just emojis; they should be full of context-rich descriptions. Posts that mention specific services (paired with a strong visual or video) are more likely to surface in searches and connect with new customers.

For those looking to go a step further, platforms like SEMrush can help identify which keywords your site already ranks for, where you’re missing opportunities, and how to improve. The platform offers both free and premium versions, making it accessible whether you’re just getting started or optimizing like a pro.

Google Business Profile: Your Digital Window

When was the last time you reviewed your Google Business Profile? Formerly known as Google My Business, this free tool acts as your digital business card, sharing your address, contact details, service offerings and customer reviews with current and potential clients. But an optimized profile isn’t a ‘set it and forget it’ task. As with most things in the digital world, the rules are constantly evolving.

Studies have shown that completing every section of your profile, from business descriptions and service categories to photos and customer reviews, significantly boosts visibility and increases key actions like phone calls, website visits and direction clicks. And while most of us know the importance of replying to reviews, here’s a newer insight: Google now scans both reviews and your responses for keywords that affect your local search ranking.

So, if a customer leaves a review saying, “They did a great job on my recent waist adjustment,” go beyond a simple “Thanks!” A more strategic reply would be: “Thank you for sharing your experience with our alterations team, we’re so glad you were happy with your waist adjustment. We also offer services like hemming and tapering, and hope to see you again soon.” That single response reinforces your expertise, expands your service visibility, and improves your chances of being found by others searching for similar tailoring work.

Online Listings

Consistency is key when it comes to how your business information appears across the web. Google places a high value on accurate and uniform listings, whether they appear on Yelp, Apple Maps, or even in-car GPS systems. As 2ten Marketing puts it, “The holy trinity of local SEO is your NAP: name, address and phone number.”

While it may seem obvious that this information should be consistent, the reality is often far from it. Your business may be listed on dozens, sometimes hundreds, of online directories, many of which you may not even know exist. Each listing must be accessed individually and verified, because inconsistent details (like an old phone number or outdated location) can undermine your credibility in Google’s eyes.

That’s why many businesses rely on third-party platforms or SEO providers to manage this task. SEMrush, for example, offers a paid listing management tool that lets you view and update all your digital listings from one central dashboard. If you’re looking to keep the workload light, consider subscribing for a single month, making your updates, and repeating the process annually to keep your digital footprint consistent and optimized.

BONUS: Alt Text & Technical SEO

Another tip to improve your search ranking? Make sure the images on your website include accurate, descriptive file names and alt text. Every image provides search engines with context, so avoid generic filenames like ‘IMG_1234.jpg’ and opt for something more specific such as ‘Toronto wedding dress preservation before and after.’ It’s a small detail that makes a big difference: not only does it boost your SEO, but it also enhances accessibility for users who rely on screen readers.

And don’t stop at image optimization. Mobile responsiveness, fast load times and a secure site (SSL certificate) are all critical ranking factors in Google’s algorithm. In today’s digital landscape, these aren’t optional – they’re expected.

Back-to-school season is your cue to tidy up your digital look. Think fresh copy that speaks to real customer needs, fully optimized Google Business Profiles, consistent listings everywhere, and site details that quietly shine. These smart, small moves add up to stronger visibility, trust and, yes, real bookings.

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