Squarespace SEO Checklist for Small Businesses

At Lillian Purge, we specialise in Local SEO Services and provide a complete Squarespace SEO checklist for small businesses to ensure your site is optimised for Google and ready for sustained growth.

At Lillian Purge, we specialise in local SEO services, helping small businesses optimise their websites and rank higher on Google. Squarespace is a great platform for entrepreneurs because it combines design flexibility with built-in SEO tools. However, simply launching a site isn’t enough to appear in search results. To make the most of your Squarespace website, you need a clear SEO strategy. This checklist will guide you through the key steps to optimise your Squarespace site for better visibility, traffic, and leads.

1. Start with Keyword Research

Before you make any technical changes, identify the keywords your target customers are searching for. Think about what terms people use to find businesses like yours.

• Use simple keyword tools like Google Keyword Planner or Ubersuggest.

• Focus on long-tail keywords, such as “wedding photographer in Bedford” or “local bakery near Milton Keynes.”

• Incorporate these keywords naturally throughout your site content, titles, and descriptions.

Keywords are the foundation of SEO and guide how you structure your website.

2. Optimise Page Titles and Descriptions

Squarespace allows you to customise page titles and meta descriptions easily. These elements appear in Google search results and help attract clicks.

• Go to Pages > Settings > SEO for each page.

• Write clear, concise titles that include your target keyword and brand name.

• Keep titles under 60 characters and descriptions under 150 characters.

• Write descriptions that encourage users to visit your site by explaining what makes your business unique.

Example:
Title: Local Hairdresser in Bedford | Bella Studio
Description: Visit Bella Studio in Bedford for expert haircuts and colour. Book online for friendly service and stylish results.

3. Use Clean URLs

Squarespace automatically generates URLs, but you can edit them for clarity and SEO.

• Keep URLs short, simple, and descriptive.

• Include keywords where appropriate.

• Avoid unnecessary words or symbols.

For example:
Use /wedding-photography-bedford instead of /page1234-wedding-photos.

Clean URLs help search engines understand your page content and improve click-through rates.

4. Add SEO-Friendly Headings

Headings (H1, H2, H3) help structure your content for both users and search engines.

• Use one H1 tag per page, usually as the main title.

• Break content into sections using H2 and H3 tags.

• Include relevant keywords naturally in headings.

Good structure improves readability and helps Google identify the most important parts of your page.

5. Optimise Images

Squarespace makes it easy to upload and manage visuals, but large or unoptimised images can slow your site and hurt SEO.

• Compress images before uploading to reduce file size.

• Add descriptive file names like bedford-cafe-interior.jpg instead of generic names.

• Include alt text for every image to describe what it shows using keywords where appropriate.

Alt text also improves accessibility and helps Google understand your images.

6. Ensure Mobile Responsiveness

Most searches now happen on mobile devices, and Squarespace templates are automatically responsive. However, it’s important to check that your site looks good and functions correctly on phones and tablets.

• Test your site on multiple devices.

• Make sure text is readable without zooming.

• Check that buttons and forms are easy to tap.

Google prioritises mobile-friendly sites in search rankings, so this step is essential.

7. Improve Page Speed

Fast websites rank higher and provide a better user experience. Even though Squarespace hosts sites on reliable servers, large media files or third-party scripts can slow things down.

• Compress images and videos before uploading.

• Avoid unnecessary animations or plugins.

• Test your speed with Google PageSpeed Insights and follow recommendations.

A faster site keeps visitors engaged and reduces bounce rates.

8. Add Internal Links

Internal linking helps search engines crawl your website and guides visitors to related pages.

• Add links between service pages, blogs, and contact forms.

• Use descriptive anchor text like “view our catering services” instead of “click here.”

• Create a logical hierarchy so users can easily navigate between sections.

Internal links strengthen your site’s authority and improve user engagement.

9. Set Up a Custom 404 Page

Squarespace automatically generates a 404 error page, but you can customise it for SEO and user experience.

• Include your logo, navigation links, and a search bar.

• Add a short message encouraging users to return to your homepage.

A user-friendly 404 page keeps visitors on your site even if they land on a broken link.

10. Create Quality Content

Regularly publishing useful, keyword-focused content helps you rank higher and build authority.

• Add a blog to your Squarespace site and update it consistently.

• Write posts that answer customer questions or share local insights.

• Use natural language and include your target keywords where relevant.

Quality content attracts backlinks, boosts local visibility, and establishes your expertise.

11. Connect Google Tools

Squarespace makes it simple to integrate with key Google tools that help monitor and improve SEO.

• Google Search Console: Verifies your site and tracks indexing issues.

• Google Analytics: Measures traffic, engagement, and conversions.

• Google Business Profile: Improves your visibility in local search results.

Connecting these tools gives you the data you need to refine your SEO strategy.

12. Add Structured Data (Schema Markup)

Schema markup helps Google understand your website’s content more clearly. Squarespace includes some built-in structured data, but you can enhance it further for services, reviews, and locations.

• Use schema for business details like name, address, and opening hours.

• Add review schema if you feature customer testimonials.

This extra data can help your site appear in rich snippets, improving click-through rates.

13. Build Backlinks

Backlinks—links from other websites to yours—remain one of the strongest SEO ranking signals.

• List your business in local directories such as Yelp or Bing Places.

• Collaborate with local partners or organisations to earn mentions and links.

• Share your blog posts on social media and encourage others to reference them.

Quality backlinks increase your site’s credibility and authority in Google’s eyes.

14. Use Local SEO Techniques

If your business serves a specific area, local SEO is essential.

• Include your business name, address, and phone number consistently across your website and directories.

• Embed a Google Map on your contact page.

• Use local keywords in your titles and headings.

• Collect Google reviews to boost trust and visibility.

Local optimisation helps you appear in “near me” searches and Google’s local pack results.

15. Monitor Your Performance

SEO is an ongoing process, not a one-time task.

• Regularly review your analytics and keyword rankings.

• Identify which pages get the most traffic and which need improvement.

• Update old content with new keywords or information.

Consistent tracking allows you to adapt and stay competitive as search trends evolve.

Final Thoughts

Optimising your Squarespace website for SEO doesn’t have to be complicated. By following this checklist—covering everything from keywords and content to technical setup—you’ll create a site that not only looks great but also performs well in search results.

At Lillian Purge, we help small businesses turn their Squarespace sites into lead-generating tools with tailored local SEO strategies.

If you want your business to rank higher and attract more local customers, get in touch today.

We have also written in depth articles on is squarespace good and What is Squarespace? as well as our Squarespace Hub to give you further guidance.