SEO For Small Business Owners – Course Description


Course Objective

After applying the lessons taught in this course, participants will see their web pages found more readily in Google searches for generic, “non-branded” terms related to the product or service they offer. The result will be more visits to the website from interested prospects.

Importance of SEO

Showing up at the top of a Google page means that very interested prospects will be able to find your business. Yet, appearing at the top, or at least ahead of the competition, is difficult for many Small or Micro Businesses. It takes good SEO to have your website’s pages rank well – towards the top, and ahead of the competition.

Lack of resources typically make it unrealistic for a small business owner to hire someone to do SEO or to take time to figure out “DIY” SEO. So how can a small business compete? In this course, we review and demonstrate several effective white hat SEO strategies that small businesses should employ to improve their web page rankings in Google searches. We break these strategies down into specific steps that participants can realistically take to help their web pages be found by people searching for non-branded terms. In other words, participants will learn how their site can show up for non-branded search terms.

Google Search Bar, SEO Importance

What is non-branded search, and why does it matter?

Non-branded searches are so important for gaining new clients because people searching this way are interested in that product or service (or else why would they search for it?) yet have not necessarily decided who to buy from or hire.

To illustrate, one of our previous course participants owns a business called  Hummingbird Macaroons. A person searching on Google for the term “Hummingbird Macaroons” is using a branded search term, i.e. a term that includes the company name. That searcher is obviously already familiar with the bakery, and thankfully, this participant’s site already ranked well for this term.

To contrast, a non-branded term for this business could be “specialty bakery.” As you can imagine, people searching for “specialty bakery” are people who might not have not heard of and/or are less familiar with this establishment, yet are looking for the service they offer. Thus, the term “specialty bakery” is an important non-branded term for this business. The bad news was that, before the class, her web pages were on Google’s page 5 for this term, which means that when potential clients searched for this term, the chances of them visiting her site were extremely low.

The good news, as you can see below, is that the participant applied what she learned during the course, and it worked! Update: as of Dec, 2015, she is now ranked #3 for the term “specialty bakery.” She went from being on page 5 in June to page 1, position 3, in just 8 months!

Hummingbird SEO Results


So a non-branded search term is simply a search term (the thing someone types into the Google search bar) that doesn’t include the company’s brand name. Another example of a non-branded search term would be “chimney repair” instead of the term “Jensen’s Chimney Sweeps.”

In this course, we teach you white hat SEO techniques that you can apply to rank better for non-branded search terms.

Available Formats (click to sign up)


  • You have a website (Facebook pages and Google+ pages do not count)
  • Your website is currently published (not under construction)
  • You can control the contents of your website, which means either you make changes to the website yourself or you are in direct contact with the person who makes changes to the website
  • You can provide the company names and website addresses (URLs) of 3 competitors
  • Your business is NOT in one of these industries (sorry, due to their competitive nature, for these industries, a more rigid approach to SEO is needed*)
    • Home Contractor services, e.g. HVAC, Plumbing, Roofing, Electricians, carpet cleaning, etc.
    • Certain medical practices: Cosmetic and Plastic Surgery, Podiatry, Chiropractic
    • Lawyers / Attorneys

*We reserve the right, before you begin the class, to refund your tuition if we find that your business is a highly competitive industry for SEO, regardless of whether or not that industry is listed above.

NOTE:  No prior knowledge of coding, HTML, or SEO is necessary. Watch the video snippet below – if you can make sense of it, you will be able to understand and apply the contents of this course to your site.

Video Snippet:



Jocelyn gave a great, easy to understand workshop on search engine optimization (SEO). I left the workshop with a to-do list of what and how to help my specific website. Thank you Jocelyn.

Donna W. Harmond
Owner, The Harmond Group, Virginia Beach, VA

I attended the workshop SEO for the Small Business Owner upon being referred from another business owner. I learned things that I could implement myself or explain to someone else. As soon as the workshop ended, I signed up for the next one!

Marcus Williams
Owner, Intellect Media, Chesapeake, VA

Technical info was delivered to me easily in a way I can understand. I highly recommend these workshops to other business owners.

Leslie Sink
OwnerHi-Ho SilverLocations throughout Coastal Virginia / Hampton Roads

I really appreciated the interaction with the instructor, Jocelyn Pena. This was a valuable course.

Rebecca Shultz
Marketing Director, Peerless Carpet Care and Restoration Services, Serving Richmond, Peninsula, and the Southside, Coastal VA/Hampton Roads

Great workshop! I thought I knew a lot, but there was a ton of clarification on things I thought I understood. I can’t wait to implement these SEO practices with our business.

Misty Prewitt
Director of Marketing, House of Maya Bridal, Locations throughout Coastal Virginia / Hampton Roads

Jocelyn demystified SEO practices such that you could immediately implement and see results.

Karen Todd
Marketing and Operations Manager, Changes City Spa, Norfolk, VA

The best tools presented by the best communicator. A must-attend to optimize your web presence.

Susanne Ott
Manager, Martin Mansion, home to The Women’s Club of Norfolk, Norfolk, VA

Excellent information to help increase business to my web pages. Jocelyn made this information easy to understand!

Kitty Broerman
Coastal Benefits of Virginia, Chesapeake, VA

Very helpful information for any business!

Craig Moore
Emerson’s Cigars, Five locations throughout Hampton Roads

The SEO workshop provided me with the tools and information I needed in order to successfully update my business page. After implementing these tools I am happy to announce that I am now located in the top portion of search engine results! I’m even above one of my primary competitors! If you are willing to put in

Kathy Knack
Owner and Designer, Kathy Knack Interiors, Serving all of Coastal Virginia / Hampton Roads

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