Beginners Guide to SEO from SEO Experts

Welcome to your beginner's guide to SEO basics! In this article, you will learn the fundamentals of search engine optimisation, or SEO.

You will discover how search engines and SEO work, as well as how to get started with SEO. 

By the end of this guide, you will have a solid understanding of the key concepts and techniques involved in optimising your website for search engines. 

So, let's get started with SEO 101!

Chapter 1: The Basics of SEO

What is SEO?

SEO, or search engine optimization, is the practice of optimizing a website to improve its visibility in organic search results. It involves a range of techniques, such as improving page speed, researching keywords, and creating content. Typically, it takes three to six months for SEO to show results.

How do search engines work?

To understand how SEO works, it's essential to understand how search engines work. Search engines use web crawlers or spiders to explore the content on the World Wide Web. These crawlers return the content to the search engine, which then indexes it. The indexing stage is like a librarian reviewing, organizing, and shelving various books in the library. Here, the search engine's algorithm catalogs the content, which the search engine then relies on to deliver results to searchers.

When someone searches on Google or Bing, these search engines rely on their algorithms to deliver tailored results that align with the user's needs and preferences, like their location, previous searches, and more. The ranking of content in the search results is based on more than 200 factors, which are not weighted equally. These ranking factors cover everything from website security and online reputation to content helpfulness and authority.

How does SEO work?

SEO works by optimizing a website for more than 200 search engine ranking factors. However, SEO specialists focus their efforts on the most significant ranking factors. These factors can be organized into three categories: off-page SEO, on-page SEO, and technical SEO.

Off-page SEO focuses on a website's online reputation and involves building links to your website and developing shareable content, tools, and more. On-page SEO focuses on a website's user experience and involves researching relevant keywords, optimizing title tags and meta descriptions, and creating internal links. Technical SEO focuses on a website's backend optimization and involves improving page speed, implementing HTTPS security, and creating schema markup.

Why is SEO important?

SEO is essential for several reasons. Firstly, it helps websites improve their online visibility without the cost of pay-per-click (PPC) or social media advertising. With that kind of visibility, websites can reach their target audience at the perfect moment, as they search for products or services they offer. Secondly, SEO is helpful because of its targeting capabilities. Whether you're looking to reach people in a specific town or people in the awareness vs. decision stage, you can do so with SEO. Thirdly, SEO works year-round for a business and its website. People can find your business online and start their journeys to become clients, whether inside or outside your working hours. Finally, people from across industries, from business-to-business (B2B) to business-to-consumer (B2C), have seen consistent results from search engine optimization through traffic, leads, and sales.

In summary, SEO is important because it helps website owners drive qualified traffic and sales. By optimizing a website for more than 200 search engine ranking factors, businesses can improve their online visibility, target their audience, and see consistent results from traffic, leads, and sales.

Chapter 2: On-page SEO basics

What is on-page SEO?

On-page SEO refers to the optimization of on-site elements for search engine optimization. These elements include keyword research, title tags, meta descriptions, header tags, images, internal links, and URLs. Learning on-page SEO is critical as it is a cornerstone to the basics of search engine optimization.

Why is on-page SEO important?

On-page SEO is important because it helps search engines and users discover and understand your content. Without on-site SEO, it is difficult to rank well in search results. Optimizing your website for search engines and users is crucial for success in the digital landscape.

How to do on-page SEO

To get started with on-page SEO, follow these basics:

Keyword research

Use tools such as Keywords Everywhere, Ahrefs, Semrush, or Google Search to research high-volume, low-competition search queries relevant to your business and target audience. Focus on long-tail keywords (queries with three to four words) for a more targeted reach.

Title tags

Write compelling title tags for your content by following key best practices in SEO 101. For example, use your target keyword’s search results to determine the optimal format and phrasing. Then, include your target keyword while maintaining a length of 60 characters or less.

Meta descriptions

Create informational meta descriptions for your content by following similar best practices. For example, answer your target keyword’s search intent and incorporate your target keyword. Maintain a meta description length of 150 characters or less.

Header tags

Develop SEO-friendly header tags, like your H1, H2s, H3s, and so on, by reviewing the top-ranking URLs for your target keyword to better understand its search intent. Then, use your header tags to target your keyword, plus help users find the information they need.

Images

Use images, from screenshots to graphics to stock photos, to meet search intent and optimize the user experience. Optimize your images with short, descriptive filenames and alt text. Then, compress them before uploading them to your site with a free tool like Squoosh.

Internal links

Help search engines and users navigate your site with internal links. Add your most important URLs to your navigation and footer, and ensure every page on your website receives at least three internal links (with descriptive anchor text) from other internal URLs.

URL

Organize your website with a logical site architecture, like placing informational content in a /blog/ folder and product pages in a /products/ folder. Use hyphens to separate words and brief, concise URL slugs, like /google-pixel-case/ vs. /123456-google-pixel-case/.

In conclusion, on-page SEO is a critical aspect of search engine optimization. By optimizing on-site elements, you can help search engines and users discover and understand your content, leading to a positive user experience. Follow these basic steps to improve your on-page SEO and increase your chances of ranking well in search results.

Chapter 3: SEO Content

What is SEO Content?

SEO Content refers to online content that is optimized for search engine optimization. Common types of SEO content include blog posts, long-form guides, interactive content, and videos. To optimize SEO content, you can use targeted keywords, optimize content structure, improve readability, and more.

Why is SEO Content Important?

SEO Content is important for a number of reasons. Firstly, it helps search engines evaluate the usefulness of a URL. Secondly, it attracts qualified, targeted traffic to a website. Thirdly, it builds a website's authority and trust in its online sphere. Lastly, it establishes and nurtures relationships with readers. In search engine optimization, content is non-negotiable. You need it to attract, nurture, and convert leads.

How to Do SEO Content

To get started with SEO content, begin by conducting topic research. Speak with client- or customer-facing team members, or browse online forums to understand your target audience's needs. Then, use keyword research tools to find the best keywords to target for these topics.

Next, lean into your experience, expertise, authoritativeness, and trustworthiness (E-A-T) by writing content that shares your first-hand experience and opinion, highlights your brand's years of experience, certifications, and other trust factors.

Optimize your content's structure by referencing the top-ranking URLs for your targeted search term. You can determine which questions to answer first, second, third, and so on based on the search intent.

Help users navigate your content by optimizing its skimmability. Use header tags, three-line paragraphs, ordered and unordered lists, and text formatting features (like bold, underline, or italics) to help people find what they need faster.

Lastly, use free tools like Grammarly, Readability Test, and Hemingway Editor to proof your content. These tools can help you find grammar and spelling errors, plus opportunities for improving your content's readability, which you should tailor to your audience.

By following these SEO basics, you can create high-quality, optimized content that will improve your website's visibility and attract a wider audience.

Chapter 4: Off-page SEO basics

What is off-page SEO?

Off-page SEO refers to the optimization of a website's off-site SEO, which includes practices such as link building, local listing optimization, online review management, and engagement in online communities.

Why is off-page SEO important?

Off-page SEO is crucial for several reasons. Firstly, it helps search engines understand the online authority and reputation of your site. Secondly, it provides users with background information on your site through online reviews and local listings. Finally, it is one of the most influential ranking factors for SEO.

How to do off-page SEO

To get started with off-page SEO, follow these basic tactics:

Content

Produce original and high-quality content, such as research-based blog posts and interactive tools, to generate interest and attract authoritative backlinks. Without unique content, it will be challenging to acquire backlinks.

Outreach

Reach out to publishers in your industry, such as news sites, bloggers, and influencers, through outreach. Provide value by offering an alternative to a broken link on their site or suggesting a compelling content idea that you are willing to write. Expect rejection, but keep trying.

Local listings

Claim and optimize local listings, such as Google Business Profile and Bing Places, to link to your website and demonstrate to search engines and users that your business is legitimate.

Online engagement

Engage with your user base through local listings and relevant online forums, such as Reddit or Quora, to build your reputation as a trustworthy information source. Avoid selling or over-promotion on online forums, as this can create distrust.

By following these off-page SEO tactics, you can improve your website's online authority and increase traffic, leading to higher revenue and more satisfied customers. For more information on off-page SEO, check out our comprehensive guide.

Chapter 5: Technical SEO Basics

What is Technical SEO?

Technical SEO refers to the process of optimizing the technical elements of a website to improve its search engine ranking. These elements include page speed, page experience, responsiveness, site security, robots.txt file, sitemap files, structured data, and more. Collaboration with web developers and designers is often necessary to optimize these elements.

Why is Technical SEO Important?

Technical SEO is crucial for beginners to improve their website's ranking. It allows search engines to crawl and understand a URL's context, which shapes its usability and accessibility. Optimizing technical SEO can help improve a site's ranking and conversion rates.

How to Do Technical SEO

To get started with technical SEO, follow these steps:

Robots.txt

Use your robots.txt file to direct search engine web crawlers on what to crawl. A robots.txt file can prevent your site from getting crawled and indexed, so check your setup with Google's free robots.txt tester tool.

XML Sitemap

Generate an XML sitemap to provide web crawlers with a map of your site. Use a free third-party tool like Yoast SEO to speed up (and even automate the process). Submit your sitemap to Google Search Console and Bing Webmaster Tools.

Site Security

Create a secure, trusted website by purchasing an SSL certificate and moving your site from HTTP to HTTPS. Follow Google's HTTP to HTTPS guidelines for your migration to minimize risks to your search engine optimization efforts.

Page Speed

Build a fast-loading, fast-to-respond website by following best practices like compressing images, minifying code, enabling browser caching, and using a Content Delivery Network (CDN). Use Google's PageSpeed Insights tool to get URL-specific recommendations.

Page Experience

Create a better page experience by optimizing your site's accessibility and usability. For example, use text and background colors with optimal contrast and have a responsive design that adapts to the device, like desktop vs. tablet.

Structured Data

Add structured data to relevant URLs to provide search engines greater context. Use Google's free Structured Data Markup Helper tool, plus its Rich Results Test tool, to create and verify your markup before installation.

Optimizing technical SEO is crucial for improving your website's search engine ranking and overall performance. By following the steps outlined above, you can ensure that your website is optimized for search engines and provides a better user experience.

Chapter 6: SEO Analytics Basics

What is SEO Analytics?

SEO analytics is the process of tracking, measuring, and evaluating your SEO performance. It involves using tools like Google Search Console and Google Analytics 4 to collect data on your website's rankings, traffic, conversions, and other important SEO metrics.

Why is SEO Analytics Important?

SEO analytics is crucial for supporting a goals-driven SEO program. By tracking and measuring your performance, you can understand your on-page, off-page, and technical SEO performance. Additionally, you can measure your return on investment (ROI) from search engine optimization and make data-driven decisions about your SEO strategy.

SEO analytics lets you find out what's working, what isn't, and what to do next. It helps you identify areas where you can improve your SEO efforts and achieve better results.

How to Do SEO Analytics

To get started with SEO analytics, you can use free platforms like Google Search Console and Google Analytics 4. Google Search Console provides data on your website's position, impressions, and clicks, while Google Analytics 4 offers traffic and user metrics like bounce rate and time on page.

When choosing metrics to measure your SEO success, it's important to focus on the ones that are most relevant to your business. Avoid using too many vanity metrics and instead include data points that affect your business more broadly, such as the number of leads or sales from organic traffic.

To outline your SEO goals, you should first understand what your company's stakeholders want from search engine optimization. Use these goals as a baseline for creating specific, measurable, achievable, realistic, and timely goals.

Finally, set regular intervals for evaluating your SEO performance, keeping in mind that SEO can take three to six months to work. Look for trends and outliers while considering seasonal factors to brainstorm what's working and where to improve.

In summary, SEO analytics is an essential part of any successful SEO strategy. By tracking and measuring your performance, you can make data-driven decisions that help you achieve your SEO goals.

How to Begin with SEO Basics

To get started with SEO basics, follow these simple steps:

• Read Google's guide on how to make your website appear in search results

• Register your website with Google Search Console and Google Analytics 4

• Learn from reputable guides, videos, and blogs, such as Moz Academy SEO Essentials Certification

• Put your knowledge into practice on your website and track your progress using the above tools.

By following these steps, you can begin your journey to SEO success with confidence and purpose. If you have any questions, check out our FAQ or Whiteboard Friday for additional support. Don't forget to consult our SEO glossary for any unfamiliar terms.

Start Practicing the Basics of SEO on Your Site

Now that you have learned the basics of SEO, it's time to put that knowledge into practice on your website. Remember that SEO is a long-term strategy, and it may take three to six months or even up to a year to see significant improvements. If you require professional assistance, contact us to find out more about our SEO services in Milwaukee, and we will be happy to help.

Keep in mind that consistent effort and patience are key to achieving success with SEO.

Useful tips to get started with SEO include:

• Conducting keyword research to determine the most relevant and high-volume keywords for your website

• Optimizing your website's meta tags, including title tags and meta descriptions, to improve your website's visibility in search results

• Creating high-quality, informative content that incorporates your target keywords

• Building high-quality backlinks to your website from reputable sources to improve your website's authority and ranking in search results

By following these basic SEO practices, you can begin to improve your website's visibility and increase traffic from search engines.