Search engine optimization (SEO) is the process of optimizing a website to improve its visibility and ranking in search engine results pages (SERPs). Here are some effective SEO techniques that small businesses can use to improve the visibility of their website:

1. Keyword research: Conducting keyword research is the first step in SEO. Identifying the right keywords to target can help you understand what your target audience is searching for, and how to optimize your website to rank for those keywords.
2. On-page optimization: Optimize the content on your website by including the keywords you've identified in the title tags, meta tags, headings, and body text. Make sure your website is well-structured and easy to navigate, and that it loads quickly.
3. Content creation: Create high-quality, relevant content that provides value to your target audience. This can include blog posts, articles, infographics, and videos. Make sure to use your keywords in the content and to update your website regularly with new content.
4. Backlinks: Backlinks, also known as inbound links, are links from other websites to your website. The more high-quality, relevant websites that link to your site, the higher your website will rank in search engine results.
5. Social media: Use social media platforms to promote your website and engage with your target audience. Share your content and encourage others to share it as well.
6. Local SEO: If your business serves a specific geographic area, it's important to optimize your website for local SEO. This includes creating a Google My Business listing, getting listed in online directories, and including location-specific keywords on your website.
7. Technical SEO: Technical SEO involves making sure your website is technically sound and that it adheres to the best practices of search engines. This can include optimizing your website's speed and ensuring that it is mobile-friendly.
8. Analytics: Use tools like Google Analytics to track your website's performance, including traffic, bounce rates, and conversion rates. This can help you identify areas of your website that need improvement and measure the effectiveness of your SEO efforts.

It's worth noting that SEO takes time and effort. It's not a one-time task, but a continuous effort. It's also important to keep in mind that SEO best practices change over time, so it's a good idea to stay updated with the latest trends and techniques.