Google search is a crucial client acquisition channel for small businesses, but it can feel overwhelming due to the numerous SEO tools available. Small businesses should focus on using free or low-cost tools to optimize their content and website structure, such as Google's Keyword Planner and Trends, and Bing's Webmaster tools. Professional-grade free and cheap tools like Link-Assistant.com, Small SEO Tools, and Yoast can also be effective in optimizing for multiple search engines and tracking rankings. Additionally, small businesses should aim to boost their SERP presence with rich snippets, such as Google sitelinks, knowledge panels, and FAQ results, by following best practices and using schema markup. By completing these steps, small businesses can improve their SEO game and increase their visibility in search engine results pages.