Squarespace SEO Checklist for Small Businesses

For small businesses building their website on Squarespace, visibility on Google is one of the most important factors for success. A well-designed website is only effective if people can find it, and that is where search engine optimisation comes in. Squarespace provides a number of built-in SEO features that make it easier for small business owners to optimise their site, even without technical knowledge. However, knowing what to focus on and in what order can make a big difference to how your website performs in search rankings.

This guide will walk through a complete SEO checklist tailored for small businesses using Squarespace, covering the essentials you need to set up your website for organic growth.

Start with Keyword Research

The foundation of every SEO strategy is understanding what people are searching for. Small businesses should identify keywords that reflect what they offer and where they offer it. Phrases like “wedding florist in Liverpool” or “emergency boiler repair Leeds” are examples of long-tail, location-based keywords that match real-world search behaviour. Use tools such as Google’s Keyword Planner or Semrush to explore search volumes and competition levels. Once you have a shortlist of keywords, you can begin weaving them naturally into your website content, page titles, headings and meta descriptions.

Set Page Titles and Meta Descriptions for Every Page

Squarespace allows you to manually edit the SEO title and meta description for each page. These are the snippets that appear in Google’s search results, so they should be clear, relevant and keyword-rich. The page title should reflect what the page is about while including your target keyword. The meta description should provide a short summary that encourages people to click. Avoid duplicating titles and descriptions across pages, as this can harm your SEO performance.

Use Clean URL Slugs

Your URL structure should be readable and relevant. Squarespace automatically creates slugs based on page titles, but you can and should customise them. Short, keyword-focused slugs are ideal. For example, a page titled “Our Garden Landscaping Services” could use the slug “landscaping-services” to improve clarity and ranking potential. Avoid slugs that include unnecessary filler words or dates unless they are vital to the content.

Add Structured Headings to Each Page

Heading tags (H1, H2 and H3) help search engines understand the structure of your content. Squarespace automatically assigns H1 to the page title, but you should use H2 and H3 tags for subheadings within the page. This helps break up text for readers and gives search engines more context. Make sure your headings include keywords where appropriate, but always prioritise readability and meaning over keyword stuffing.

Optimise Image File Names and Alt Text

Every image on your site should serve a purpose and be optimised for both speed and accessibility. Before uploading an image, rename the file to something descriptive. For example, instead of “IMG_0056.jpg”, use “bridal-bouquet-florist-leeds.jpg”. Then, in Squarespace, add relevant alt text to each image. This text helps screen readers and also gives search engines additional context about your content.

Ensure All Pages Are Indexed

Squarespace lets you control which pages are visible to search engines. In your page settings, make sure important pages like your homepage, services, about and contact pages are set to be indexed. Draft pages, password-protected pages and test content should be hidden from search. You can also view your robots.txt file to see how Squarespace is directing search engine bots around your site.

Connect Google Search Console

Google Search Console is a free tool that helps you monitor and optimise your site’s presence in Google Search. Squarespace makes it simple to connect to Search Console through the settings panel. Once connected, you will be able to see which keywords bring traffic, identify indexing issues and submit updated sitemaps. This step ensures your site is being crawled and indexed correctly by Google.

Submit a Sitemap

Squarespace automatically generates a sitemap for your website at yourdomain.com/sitemap.xml. This file lists all the pages on your site and helps search engines understand the structure of your content. Submit your sitemap to Google Search Console to help speed up indexing and ensure your latest updates are being recognised. Although Squarespace handles sitemap generation for you, the submission step is still important.

Build Internal Links Between Pages

Internal linking improves navigation, distributes authority across your site and helps users find related content. Link your blog posts to relevant service pages and create paths between about, contact and key product or service pages. Squarespace’s link editor makes it easy to connect pages together, improving both user experience and SEO performance.

Use SSL and Enable HTTPS

Search engines prioritise secure websites. Squarespace provides a free SSL certificate with every domain, and HTTPS is enabled by default. This ensures that your site’s data is encrypted and secure. Always check that your URLs begin with https and that there are no mixed content warnings or insecure scripts running on your site.

Optimise for Mobile and Site Speed

Google prioritises mobile usability as part of its ranking algorithm. All Squarespace templates are mobile responsive, but you should still test how your site looks and behaves on different devices. Reduce image sizes, avoid unnecessary animations and streamline your design for fast loading. You can use Google’s PageSpeed Insights tool to test your site and follow suggestions to improve performance.

Add Location and Contact Information

For local businesses, make sure your physical location and contact details are present on every page, ideally in the footer. This helps with local SEO and ensures users can get in touch quickly. Embedding a Google Map on your contact page adds further trust signals. Squarespace allows you to create location-based schema markup using code blocks, which can help your business appear in rich snippets and map results.

Create a Blog or Resource Section

Fresh content improves SEO and gives you more opportunities to rank for long-tail search terms. Squarespace includes a blogging tool that allows you to publish regular posts, tips and updates. Writing content that answers common customer questions or shares local insights builds relevance and authority over time. Make sure your blog is organised with tags and categories, and link your posts to your core services.

Enable Social Sharing and Metadata

Social sharing does not directly influence search rankings, but it can increase visibility and generate referral traffic. Squarespace allows you to set Open Graph metadata so that your links display properly when shared on Facebook, LinkedIn or X. You can also enable social sharing buttons on blog posts and product pages. These small details help extend the reach of your content and build awareness of your brand.

Track Your Results with Analytics

SEO is a long-term effort. Use Squarespace Analytics to track page views, popular content and search queries. Combine this with insights from Google Analytics and Search Console to measure growth and identify opportunities for improvement. Watch for pages with high bounce rates or low click-through rates, and make adjustments as needed. The more you understand your traffic, the better you can refine your SEO strategy.

Conclusion

SEO is one of the most powerful ways for small businesses to drive sustainable traffic and leads. With Squarespace, the technical foundation is already in place, but it is up to you to apply best practices that maximise your visibility. By following this checklist, small business owners can make sure their websites are properly optimised for search, easy to navigate and built for long-term growth. With the right approach, Squarespace becomes more than a website builder. It becomes a tool for meaningful business success.