Doing business online: how to increase your online presence for free

The web is full of free tools to help grow your business online and improve its visibility. But how does search engine positioning work, and what tools can help you stand out?

Where to start to increase your online presence for free?

Start with your website.

To borrow an analogy from Michelle Blanc, your website is like the sun. Your social media platforms are the planets orbiting around it. In other words, you need your “sun” first in order to shine across your “orbits.”

This article focuses on improving your organic (on-site) SEO—specifically, your website content.

How does web positioning work?

How does a potential customer find your website?

Through a search query!

Just like you, users search for products, services, or information using search engines like Google or Bing. Based on these queries, search engines provide results they consider relevant.

Algorithms

Each search engine uses algorithms that analyze massive amounts of data to deliver the most relevant results.

Some of the factors considered include:

• Website usability and responsiveness

• Online reviews

• Content quality and keywords

• User engagement and domain authority

• Browsing history

• Geographic location

• Website security

• Page loading speed

• And many more

Because of these variables, two people searching the same query may see different results. That’s why you shouldn’t rely solely on your own search results to evaluate your ranking.

Google search results

Search results on Google typically appear in this order:

1. Paid ads (Google Ads, marked as “Ad”)

2. Google Business listings

3. Suggested searches

4. Organic (natural) results

5. Additional paid ads

So how can you rank higher in organic results?

Web positioning (SEO)

Start by improving your organic SEO, particularly through your website content.

Quality content

“Content is king”—and it still holds true.

Without content:

• You can’t demonstrate relevance to your audience

• You can’t answer their needs

• Search engines can’t recommend your site over competitors

To create valuable content, you must understand your customers’ problems and offer solutions. Always ask: What’s in it for them?

Focus on results and benefits rather than just features. People search for solutions before they even know what product they need.

For example, someone with back pain will search:

• “How to relieve back pain”
  rather than:

• A brand name or specific product

Keywords

Once your content is ready, keyword research is essential.

A good keyword strategy considers:

• Your audience’s vocabulary

• Geolocation

• Competition

• Related searches

Some free tools include:

• Google related searches

• Google Ads Keyword Planner

• Google Trends

• Moz Keyword Explorer

Once selected, integrate keywords into:

• Headings (H1, H2, etc.)

• Meta titles

• Meta descriptions

• Image alt texts

Content structure

Make sure your content is well structured:

• Use clear heading hierarchies

• Optimize metadata

• Ensure clean and organized code

Final thoughts

Improving your online presence starts with strong SEO foundations—especially high-quality content, smart keyword usage, and proper structure.

Other important factors, such as website performance, also play a key role and should not be overlooked.

Need help improving your online visibility? Let’s continue the conversation over a coffee.