Need a bit of help / creating SEO / broke and confused

Hi everyone,

I have a business, and made a website several months ago. Most of my clients i found via instagram ads, but as of Feb the ads completely tanked, IG algo is down, and im paying an obscene amount and rarely even getting a message.

I decided i needed to take another look at my website and try to work on that. I found some people on fiver who essentially said although my website looked nice, it was a cluster fuck for seo/search engines.

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I have some basic questions i was hoping you could help with, when i try to google my questions i think my question is too basic or worded wrong, i think my though process is just a little different, hopefully someone can help.

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I know what SEO stands for, and i understand its how we rank. Keywords boost us up.

I signed up for Semrush and its shown me a ton of keywords i should be using. My competitors are ranking with 43, 140, 1.1k keywords where as i have 1. lol.

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I know on my weebly website, i can go into the settings area on my site and there are functions to edit my page and it says SEO and has a little area for a paragraph which ive also found on Semrush, but what exactly IS seo. What are they looking for. Some people say make it short, some people say it can be seen by people others say it cant.

What should i be writing in that SEO area of my website? I started off writing like a mini intro or bio and including key words but now im thinking... thats not really what im meant to do. Everytime i look up an example its a huge long blog that doesnt really answer my question or maybe more or so , it doesnt answer my question in a way i can understand. Can someone dumb this down for me?

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For example i started off with "Blush baby los angeles is a Semi permanent makeup studio in Los Angeles and Santa Clarita, specializing in Lip Blush and Powder Brows" that was my first sentence, am i headed in the right direction? Is this meant to be like a mini explanation of my business with as many keywords as possible? Or is this meant to be more chunky and broken down as people cant?? see it??

like "blush baby los angeles permanent makeup studio santa clarita lip blush powder brows lip tattoo microblading."

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im lost. and desperate. and stressed anddd broke from the amount ive been spending on instagram ads, google ads, and yelp ads in the last 2 months that have gone nowhere, and had barely any clients. I cant really afford to even hire someone on fiver to try and help me, if anyone can help explain or nudge me in the right direction id be really really grateful. <3 thanks.