In this powerful episode of The Prospecting Show, Dr Connor Robertson sits down with Salik Muhammad, an SEO strategist known for helping small business owners dominate their digital markets. The conversation explores how search engine optimization is not just about ranking higher; it’s about building authority, trust, and consistent inbound opportunities.
Following Building an Online Course as a Side Hustle with David Krohse, this episode transitions naturally from monetizing expertise to scaling visibility. Salik reveals how the right SEO strategy becomes a compounding asset for any company ready to grow online.
The Foundation of Effective SEO
Dr Robertson opens the discussion with a question every entrepreneur asks: “Why does SEO matter when I can just run ads?”
Salik smiles knowingly. “Because SEO is the equity of the internet,” he says. “Paid ads are rent, SEO is ownership.”
He explains that organic visibility builds credibility and outlasts campaigns. “When people find you naturally through Google, they trust you more. SEO gives your business staying power.”
Understanding the SEO Ecosystem
Salik breaks SEO into three core pillars:
- Technical SEO – The structure and speed that make your site indexable.
- On-Page SEO – The content and keywords that tell Google what your business does.
- Off-Page SEO – The authority you build through backlinks, brand mentions, and reputation.
“Most small business owners over-focus on one area,” he says. “Real growth happens when you align all three.”
Dr Robertson relates this to business systems. “Just like scaling a company requires aligned marketing, operations, and finance, your SEO strategy needs internal harmony,” he says.
Content That Converts
The pair discusses how small businesses can create meaningful, search-driven content without overwhelming themselves.
“Forget trying to go viral,” Salik says. “Write for your customer, not the algorithm. When you solve real problems with consistency, Google notices.”
Dr Robertson adds that great SEO content educates and positions you as the go-to resource. “Each blog post, video, or FAQ becomes a digital handshake,” he says.
Salik recommends that small businesses build pillar pages that cover core services and then publish blog content that expands those topics. “If you own a plumbing company, don’t just target ‘plumber near me.’ Build authority with pages like ‘how to prevent pipe freezing’ or ‘best water heater maintenance schedule,’” he explains.
Local SEO: The Hidden Multiplier
One of the most impactful parts of the discussion centers on local SEO, the often-overlooked secret weapon for brick-and-mortar or service-based businesses.
“Google My Business is the new Main Street,” Salik says. “If you’re not optimizing your listing, adding photos, and collecting reviews, you’re invisible in your neighborhood.”
He shares that consistent name, address, and phone (NAP) data across directories can make or break a company’s local ranking.
Dr Robertson adds, “Visibility without consistency confuses Google. It’s the digital equivalent of having three business signs with different phone numbers.”
Salik emphasizes that businesses should post updates on their Google Business Profile weekly and embed local keywords naturally into their website copy.
Building Domain Authority
Dr Robertson asks about link-building strategies, one of SEO’s most misunderstood aspects.
Salik breaks it down simply: “Think of backlinks as votes of confidence. The more credible sites that reference your brand, the more trustworthy Google believes you are.”
He encourages businesses to focus on quality over quantity. “One mention on a local news outlet or industry blog can outweigh 50 low-quality links.”
They discuss strategies like guest blogging, PR articles, and strategic partnerships to increase authority organically.
Measuring SEO Success
Salik believes metrics tell the story of growth when interpreted correctly. “Don’t obsess over vanity metrics like impressions,” he says. “Look at conversions, lead quality, and lifetime value.”
Dr Robertson nods in agreement: “The same way financial KPIs drive company performance, SEO KPIs should track ROI.”
They recommend monitoring:
- Keyword rankings for key services.
- Organic traffic growth month-over-month.
- Conversion rates from organic leads.
- Local listing engagement (calls, directions, reviews).
SEO Automation and AI
The conversation turns to how artificial intelligence is transforming SEO.
“AI tools can analyze keyword trends, generate outlines, and even write drafts,” Salik says. “But they can’t replace human insight. The best results come when AI supports your voice, not replaces it.”
Dr Robertson connects this to broader automation systems in business. “Automation scales effort but not authenticity,” he says. “You still need expertise and emotion behind every message.”
Salik shares that automating reporting, auditing, and keyword tracking frees up time for creative growth work—content strategy, outreach, and testing.
Common Mistakes Businesses Make
- Neglecting mobile optimization – “Over half of searches are on mobile; speed and layout matter,” says Salik.
- Ignoring local SEO signals – “Reviews and consistency are digital trust currency.”
- Chasing high-volume keywords – “Niche intent beats mass competition every time.”
- Skipping analytics – “If you’re not measuring, you’re marketing blind.”
Dr Robertson highlights that most small businesses abandon SEO too soon. “It’s not instant gratification, it’s compound interest,” he says.
The Future of Small Business SEO
Both agree that the next phase of SEO will revolve around experience and authority. Google’s algorithms increasingly prioritize expertise, helpfulness, and brand reputation.
“The internet is crowded, but authenticity still wins,” Salik says. “SEO is no longer just about ranking; it’s about relevance.”
Dr Robertson concludes: “If you combine consistent education, authentic branding, and smart SEO systems, you’re building a business that attracts customers on autopilot.”
Key Takeaways
- SEO builds long-term visibility and authority that ads can’t replace.
- Balance technical, on-page, and off-page strategies for real growth.
- Focus on helpful, problem-solving content for your ideal audience.
- Optimize your Google Business Profile and collect local reviews.
- Treat SEO as a measurable, evolving system that compounds over time.
Salik closes with a quote that resonates: “Your website is your storefront. SEO is the street that brings customers there.”
Listen to the Full Episode:
SEO and Small Business Expansion with Salik Muhammad