SEO Doesn’t Have to Be Expensive
If you’ve ever researched SEO tools, you know the sticker shock: $129 per month for Ahrefs, $120+ for Semrush, even $60–$80 for smaller tools. For small business owners in Ottawa or anywhere else, those costs add up quickly.
But what if you could learn how to rank on Google for $1?
That’s exactly what digital marketer Matt Diamante, founder of HeyTony, explains in his video Rank on Google for $1. While the title is tongue-in-cheek (because YouTube doesn’t like the word “free”), the method he shares really does cost nothing.
The secret: Google Search Console (GSC) — a free tool from Google that shows you how your site is performing in search results and where hidden ranking opportunities exist.
In this blog, we’ll break down Matt’s process step by step, explain why it works, and show how you can apply it to your own website to rank higher on Google without expensive SEO software.
Why Expensive SEO Tools Aren’t Always Necessary for Small Businesses
Paid SEO tools like Ahrefs, Semrush, or Moz are powerful, no doubt. They give agencies and professionals deep insights into backlinks, competitor analysis, and advanced keyword tracking.
But if you’re a small business running SEO on a budget, you don’t need all those bells and whistles to start seeing results.
What you actually need is:
- A way to see which keywords you’re already ranking for.
- Data on impressions, clicks, and average positions.
- Insights into which keywords have potential but aren’t fully optimized.
And all of that comes free with Google Search Console.
The $1 SEO Secret – Google Search Console
Google Search Console is a free analytics tool provided directly by Google. It’s like looking behind the curtain at how Google sees your site.
Setting It Up (Free Keyword Research Basics)
If you haven’t set up GSC yet:
- Go to Google Search Console.
- Click “Start Now.”
- Add your domain and verify it (Google offers simple step-by-step instructions).
Once verified, you’ll start collecting data about your website.
Understanding Impressions, Clicks, and Positions
Inside GSC, three metrics matter most:
- Impressions: How many times your site appeared in Google for a search query.
- Clicks: How many times someone actually clicked your result.
- Average Position: The average rank of your page for that keyword.
These three numbers are the foundation of Matt’s $1 SEO strategy.
Step 1 – Find Keywords You Already Rank For (Free Keyword Research)
Once inside Google Search Console, go to:
- Performance → Search Results
- Select “Total Clicks,” “Total Impressions,” and “Average Position.”
Then, sort your data by impressions.
Why? Because high impressions with low clicks mean you’re showing up for searches but not capturing traffic. That’s an opportunity.
For example:
- If you have 13,000 impressions for “Winston AI” but only a handful of clicks, that’s a keyword worth optimizing.
Step 2 – Dig Into Keyword Variations with GSC
The real gold is in keyword variations. When you click a keyword in GSC, you’ll see all the pages and related queries associated with it. Sometimes, you’ll find hundreds of variations your page is ranking for — even ones you didn’t intentionally target.
For instance:
- Main keyword: Winston AI
- Variations: Winston AI detector, Winston AI checker, AI content detector
These variations might have thousands of impressions but aren’t being used effectively on your page.
Step 3 – Optimize Your Content with These Keywords (SEO on a Budget)
This is where the magic happens.
Take those underused keyword variations and:
- Add them naturally into your headings (H2s/H3s).
- Expand your content to include them.
- Use them in FAQs or supporting paragraphs.
Example from Matt’s video: One article mentioned Winston AI 40 times, but barely usedthe Winston AI detector. That variation had thousands of impressions but wasn’t in a heading. Simply updating the H2 to include “Winston AI Detector” helped improve rankings.
This process works because:
- Google already associates your content with these keywords.
- By explicitly including them, you make your relevance stronger.
Want Help with SEO on a Budget?
At Ottawa Web Genius, we specialize in helping local businesses rank higher without overspending.
If you want hands-on guidance applying this $1 strategy to your own site, book a free consultation today.
Real-World Example: Winston AI
Matt shared how his agency published an article about Winston AI and within weeks it had 13,000 impressions.
But the clicks weren’t proportional. Why? Because variations like Winston AI checker and Winston AI detector weren’t well represented in the content.
Once optimized:
- They added those variations into headings.
- Expanded content around them.
- Rankings and clicks improved.
This proves you don’t always need new content — sometimes, you just need to better align your existing pages with how people search.
When to Invest in Paid Tools
Eventually, if your business grows and you want deeper insights, paid tools become valuable. Consider upgrading when:
- You want to analyze competitors’ backlinks.
- You’re managing multiple websites.
- You need large-scale keyword research beyond your own data.
Recommended tools:
But until then, Google Search Console gives you everything you need to start ranking on Google for $1.
Action Plan for Ottawa Small Businesses
Here’s how you can replicate Matt’s $1 SEO strategy today:
- Set up Google Search Console
- Verify your website and start tracking data.
- Sort by Impressions
- Identify keywords with high impressions but low clicks.
- Find Keyword Variations
- Use GSC filters to uncover related queries.
- Optimize Existing Content
- Add those keywords into headings and expand content.
- Review Monthly
- SEO is iterative. Track changes every month and keep improving.
Canadian Context: According to the Canadian Internet Registration Authority (CIRA), over 54% of Canadians will leave a website they don’t trust — and content alignment through SEO is a big part of building that trust.
Schema Markup: An Extra Boost
While Google Search Console shows you opportunities, don’t forget schema markup. Adding FAQ schema or LocalBusiness schema to your site can:
- Help you win rich results in search.
- Make your content easier for Google’s algorithms to interpret.
- Boost click-through rates by showing FAQs or reviews directly in results.
Plugins like AIOSEO or Rank Math make schema setup easy for Ottawa small businesses.
Why This Works for SEO on a Budget
For small businesses in Ottawa, SEO can feel intimidating and expensive. But this strategy proves that:
- You don’t need fancy software to find opportunities.
- You don’t need to publish 10 blogs a month to rank.
- You just need to align your site with how people actually search.
That’s the beauty of Google Search Console: it shows you exactly what Google thinks your site is about.
Watch Matt Diamante’s Full Video
If you want to see Matt’s full walkthrough, check it out here:
Ranking on Google Doesn’t Have to Cost $100+
SEO tools are great — but they’re not the only way to win. By using Google Search Console, you can:
- Identify ranking opportunities for free.
- Optimize your site using real data from Google.
- Grow your traffic without breaking the bank.
So if you’ve been wondering how to rank on Google for $1, this is your answer.
At Ottawa Web Genius, we help small businesses in Ottawa grow their online presence through smart, cost-effective SEO strategies.
Contact us today to learn how we can help your business rank higher — even on a budget.
Disclaimer
This article is for educational purposes only. Results may vary, and SEO strategies should always follow Google’s official guidelines.