Keywords and SEO Made Simple: How to Be More Discoverable Online (Even With AI Search Tools)
You’ve probably heard words like SEO or “keywords” thrown around, but if you’re a small business owner or DIY marketer, those terms can feel overwhelming. The truth is: you don’t need to become an expert in algorithms to make your content easier to find. You just need to start speaking the same language your ideal client or customer is already using.
With more people searching not only in Google, but also through AI tools like ChatGPT, Claude, and Google’s AI overview, now is the time to simplify how you think about keywords and make sure your content works for you.
SEO, AEO, and GEO: What Do They Mean?
SEO (Search Engine Optimization): Writing and formatting your website, blog, and online content in ways that help it show up in search results.
AEO (Answer Engine Optimization): Making your content clear and concise so it can show up in AI-generated summaries (like Google’s “AI overview” or ChatGPT answers).
GEO (Generative Engine Optimization): Similar to AEO, but focused on how generative AI tools (ChatGPT, Claude, Perplexity, etc.) pull and reference information.
Think of it this way: SEO makes you findable in search engines, AEO and GEO make you findable in conversations where AI is doing the summarizing.
Start With the Words Your Clients Use
One of the biggest mistakes businesses make is using jargon or insider terms that their audience never types into a search bar.
Example: A photographer might use “portrait session” on their website, but their clients might be searching for “family pictures near me” or “affordable headshots.”
👉 A quick tip: go into Facebook groups, Reddit threads, or even the comment sections of posts your audience interacts with. Look at how they phrase their questions. Those are your real keywords.
Where to Use Keywords (And How)
Keywords On Your Website
Titles & Headings: Make them clear and client-focused. Include your location if it’s pertinent to your business.
Page Copy: Use natural language. Write like your clients talk.
URLs: Keep them clean and keyword-based.
See also: Why Your Business Needs a Website That Works for You.
Keywords in Blog Posts
Titles: Use searchable phrases.
Body Copy: Naturally sprinkle in phrases your clients use when asking questions.
Links: Add back links to your own content (like this one: 30+ Blog Post Ideas That Actually Drive Traffic).
Keywords in Images
File Names: Rename before uploading (“Alysha-Sanford-Photo-Marketing-Oakland-Oregon-Brand-Photography-Headshot.jpg” vs. “IMG_4573.jpg”).
Alt Text: Describe what’s in the photo using client-friendly language (“Professional headshot of a small business owner in downtown Oakland, Oregon”).
Keywords on Pinterest
Pin Titles & Descriptions: Use keywords and phrases someone would search for.
Your Bio: State what you do and who you serve (“Helping small business owners create sustainable content marketing systems”).
Board Names: Keep them clear and aligned with your offers and expertise.
See also: The Power of Pinterest for Small Business Owners.
Keywords on Social Media
Posts: Use keywords in your captions and hashtags, but write for clarity first.
Bios: Short and keyword-rich (“Brand photography, small business marketing tips, client-serving content plans & time-saving systems.”).
Handles/Usernames: When possible, use your business name or include your service/location. Example: @[YourLocation]Photographer is clearer than @SmilezBy[Name].
Be Discoverable in AI Tools
AI tools like ChatGPT, Claude, and Google’s AI overview pull from a mix of sources including websites, blogs, and other published content. To be more discoverable:
Create clear, client-serving blog posts with keywords in titles, subheadings, and meta descriptions.
Use location keywords if you’re serving a local audience (e.g., “small business marketing in Oakland, Oregon”).
Write FAQ-style posts or sections in your content that directly answer questions your clients are asking.
This makes it easier for AI to surface your content when someone asks, “What should I blog about for my small business?” or “How can a local photographer in Oregon help my business branding?”
Adding Location for Extra Visibility
If your work is location-based, don’t forget to include your city, state, or region in:
Website headings and copy.
Blog posts where it’s relevant.
Image file names and alt text.
Pinterest pin descriptions and titles.
Your social media bios.
This makes it easier for both people and AI to connect you with local searches.
How to Rank Higher on Google
If your ideal clients can’t find you on Google, you’re missing out on one of the simplest ways to get discovered. Ranking isn’t about tricks or chasing algorithms. It’s about making sure that your site is clear, consistent, and valuable to the people searching.
A few basics to keep in mind:
Google Search Console: Make sure your site is connected and indexed. This tells Google that your website and content exists and helps you spot errors that may be holding you back.
Keywords in the Right Places: Use them in your titles, headings, page copy, image alt text, and even your URLs. Keep them natural. Your readers should never feel like you’re stuffing in words just for search engines.
Fresh Content: Consistent blog posts, updated service pages, or new testimonials all give Google a reason to come back and re-check your site. Learn more about the value of creating long-form content here!
Final Thoughts
Keywords don’t have to feel technical or intimidating. At the heart of it, it’s about listening to your audience, paying attention to how they describe their needs, and weaving those words into your online presence.
Start with one small step: rename your next blog cover image with a keyword-friendly file name, or add your city to your bio. Those little changes add up.
If you’d like more help to boost your visibility and sales, grab my free resource: 20+ Ways to Boost Bookings in a Slow Season.
And don’t forget! Each week in The Friday Mix, I share more quick wins and encouragement to help you to market smarter, not harder.