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Understanding Canada’s Digital Consumer: SEO Tips for SMBs in 2024

SEO Tips for SMBs in 2024

The shopping habits of Canadians are evolving at lightning speed, making it hard to keep up. Inflation, shifting priorities, and a tech-savvy population are revolutionizing the game, leaving small businesses scrambling to adapt. Gone are the days of traditional commerce dominating the scene; today’s Canadian businesses must navigate a digitally driven market.

Currently, 80% of Canadians use their smartphones for shopping, and projections indicate that by 2025, mobile shopping will represent more than half of all e-commerce sales. These figures underscore the critical need for businesses to adapt and thrive in this changing environment.

But fear not, fellow Canadian entrepreneur! Today, we’re cracking the code of the evolving digital consumer, unveiling secrets for your SEO campaign.


With inflation impacting budgets, Canadians are becoming increasingly thrifty. In this climate, transparency and value are paramount. SEO has evolved beyond just keywords; it now involves building trust through clear pricing, detailed product descriptions, and emphasizing the value your business provides.

For instance, a local bakery can appeal to this sentiment by featuring a “budget-friendly” section on their website. Including options like “Affordable Treats Under $10” with transparent pricing and enticing photos not only showcases their offerings but also aligns with the budget-conscious mindset of Canadians.

Implementing SEO strategies that highlight cost-effectiveness and value can significantly appeal to price-sensitive customers.

Going Grey (and Green)

Canada’s demographic is aging yet remaining technologically adept. Simultaneously, there’s a growing emphasis on sustainability, especially among younger generations. Your website should cater to both of these trends.

Ensure it’s user-friendly for older Canadians, with easy navigation and clear text, while also appealing to eco-conscious consumers. Highlight your commitment to sustainability, such as featuring ethically sourced products or environmentally friendly practices.

For example, a drapery showroom could make their website easily navigable for older customers, while showcasing their range of eco-friendly curtains and blinds. Creating SEO content like a blog post on “Eco-Friendly Home Decor” could effectively engage environmentally aware customers, bridging the gap between different consumer groups.

Here are some additional tips to help website owners create a senior-friendly website that aligns with the demographic trends and sustainability focus in Canada:

  • Large Text and Clear Fonts: Ensure that text on your website is easily readable with a larger font size and clear, legible fonts to accommodate older users.
  • Hyperlink Text Visibility: When creating hypertext links, ensure the text is not only large but also choose contrasting colours to enhance visibility
  • Simple Navigation: Implement an intuitive and straightforward navigation structure to make it easy for older visitors to find information quickly.
  • Simplify Form Filling: Facilitate form completion for seniors by using large text fields and providing clear instructions, enhancing the user experience on your site.
  • Enhance User Experience: Simplify error messages for seniors. State issues and solutions, ensuring a user-friendly website.
  • Interactive Features with Caution: If incorporating interactive features, ensure they are user-friendly and not overly complex. Consider the varying levels of tech-savviness among older users.

Digital Consumer Characteristics in Canada


Today’s consumer is incredibly informed, often engaging in extensive research, comparisons, and analysis before making a purchase. In this context, SEO transcends mere rankings; it’s about delivering comprehensive, precise content that caters to their inquisitive nature. This includes crafting informative blog posts, compiling detailed FAQs, and conducting keyword research that aligns with their actual search queries.

Dive deep into identifying Canadian-specific search terms using tools like Google Keyword Planner or SEMrush, ensuring your content addresses local interests and queries. Content writers should optimize the content for search intent by tailoring content types to informational, navigational, and transactional needs, strategically using keywords and placement techniques for each stage of user intent.

For informational content use blog posts, articles, guides, how-to content, or education videos. For navigational intent focus on FAQs, contact pages, discounts, and offers and for transactional content implement product pages, services pages, or potential landing pages.

Mobile Maestros

Canadians are inseparable from their smartphones, making mobile-first website design non-negotiable. Prioritize a responsive layout, rapid loading times, and engaging visuals optimized for smaller screens. Mobile SEO is essential.

For example, a real estate attorney should ensure their website is mobile-responsive, incorporating features like one-tap appointment booking or an interactive map optimized for mobile, highlighting property laws by region.

Quick Critics

In today’s fast-paced digital world, patience is indeed a rare virtue. Canadians expect immediate responses to online queries and seamless customer service. Integrating AI-powered chatbots can offer around-the-clock assistance, satisfying the instant communication needs of customers while easing your operational load.

For instance, an HVAC contractor could implement a chatbot on their website to instantly address common questions about heating and cooling systems, ensuring prompt and effective customer service. This strategy not only enhances user experience but also contributes to SEO by keeping users engaged and reducing bounce rates.

New Digital Consumer Habits and SEO

Experience, Not Just Products

Canadians crave brands that go beyond the sale. Create engaging experiences through interactive content, virtual tours, and personalized recommendations. SEO can support this by optimizing for “near me” searches, showcasing your unique local charm, and focusing on mobile optimization.

For instance, a dance studio might optimize for “dance classes near me” and offer virtual tours of their studio online, giving a personal touch to their SEO efforts. Enhance this by ensuring your website is mobile-responsive and pages load quickly, catering to over 80% of Canadians who use smartphones for browsing.

Multichannel Mavericks

Canadians shop across devices and platforms. Integrate your online and offline presence, ensuring a consistent brand story across your website, social media, and physical store. Local SEO optimization plays a crucial role here, boosting your visibility in Google Local Pack and maps.

For example, a home renovation company can integrate its online presence with platforms like Instagram, TikTok, and YouTube to showcase its projects and ensure consistency with its website content. They should also optimize their Google Business Profile with detailed information and encourage customers to leave reviews, enhancing their local SEO impact.

Feedback Fiends

Reviews are gold, and Canadians know it. Encourage customer feedback, respond promptly, and address concerns openly. Positive reviews are SEO magic, building trust and boosting rankings.

A landscaping company, for example, could encourage customer reviews on their Google Business Profile, showcasing these testimonials prominently on their website, and responding actively to both positive and negative feedback. They can further boost their local SEO by building local backlinks through community involvement and listing their business in Canadian directories.

The Takeaway? It’s Time to Ditch the One-Size-Fits-All SEO Approach

Embrace the nuances of the Canadian digital consumer, tailoring your strategies to their evolving needs and expectations. Offer transparency, prioritize mobile, and sprinkle in some Canadian charm. Remember, SEO isn’t just about climbing the Google ladder; it’s about building genuine connections with your fellow Canadians.

Ready to conquer the ever-changing Canadian market? At Numero Uno Web Solutions, we’re experts in crafting SEO strategies that resonate with Canadian consumers. From keyword research to mobile optimization, we’ll help you navigate the digital landscape and turn those clicks into loyal customers. Contact us today for a free consultation, and let’s chat about how to make your SEO thrive.

About Adrian Newman, BA

President, Numero Uno Web Solutions

Adrian has been in the performance marketing industry for over 25 years and is the co-founder of Numero Uno Web Solutions.

Adrian has been involved in virtually every facet of direct and digital marketing from copywriting and graphic design to database management and production.

A BA graduate of York University, Adrian has volunteered as a mentor with his alma mater's Career Mentorship Program for students with disabilities and has been a director for public real estate investment trust.