Search Engine Optimization—or SEO as all the cool kids call it—is one of those things that people either get or don’t get. There doesn’t seem to be an in between.

Many small businesses that are just starting out can’t afford the often expensive services of professional SEO firms, so they have to figure out the basics for themselves. While this may sound daunting, there are a few ways that you can get down the very cornerstones of SEO without any professional help.

What’s in a Name?

Quite a bit, actually. As a matter of fact, one of the quickest ways you can make it to the top of a search engine search is by having a truly unique name. While this should seem obvious, there are some that have always believed that descriptive words such as “advanced” or “premiere” scores them higher in the rankings.

The more unique and different your name is, the less competition you’ll have in the search engine world. If you can get to the top of lists by your name alone, there’s a very good chance that you’ll remain there for quite some time.

Place Keywords Strategically

Trying to get clever about your business name for the sake of keywords can cause more damage than you might think. If you want to use keywords as part of your central branding (and you should) consider them for taglines or slogans and not your name. Placing an industry-centric keyword in a tagline increases the chance of your search engine success and may end up sticking in the minds of those within your industry more than your competitors.

Grab Social Media Names

Before you start your social media attack, make sure your brand’s name hasn’t been taken by other companies or individuals. As silly as it may seem, having to place that 01 behind your name to differentiate yourself form the person that got the handle first can make your brand weaken.

You may want to check for the availability of your brand name before deciding on the name. It is very important in terms of social media and brand respectability that your name remains the same across all social media networks. If you can’t secure the proper handle for all of the appropriate social media platforms, you may even want to reconsider your brand’s name.