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Search Engine Optimization Starter Guide

SEO Basics

What Is SEO and Why Is it Important?

SEO (search engine optimization) is the process of growing organic search traffic of the website. Every search query represents an opportunity for your website to connect with potential customers. 

However, without a well-executed SEO strategy, you risk being overshadowed by competitors who have invested in optimizing their online presence. SEO isn’t just about driving traffic; it’s about attracting the right kind of traffic – individuals actively seeking the products, services, or information you provide.

Why SEO is important for business? SEO is an important strategic investment in the long-term success of your online business. With SEO you can unlock the full potential of your website, establish a strong digital footprint, and achieve sustainable growth.

Keyword Research

Keyword research is a fundamental aspect of SEO that involves identifying and analyzing the terms and phrases users enter into search engines when looking for information, products, or services. Conduct research to understand the keywords relevant to your target audience. Optimize your website’s content to attract organic traffic and improve its visibility in SERPs.

Effective keyword research involves several steps:

  1. Identifying Seed Keywords: Start by brainstorming a list of broad, general keywords related to your business, industry, or niche. These are your seed keywords, which will serve as the foundation for further research.
  2. Expanding Keyword List: Use keyword research tools such as Google Keyword Planner, Ahrefs or SEMrush to expand your list of seed keywords. These tools provide data on search volume, competition, and related keywords, helping you discover additional terms and phrases your target audience is searching for.
  3. Analyzing Competitor Keywords: Analyze the keywords your competitors are targeting to gain insights into their SEO strategies. Identify high-performing keywords they’re ranking for and consider incorporating similar terms into your own strategy.
  4. Assessing Search Intent: Consider the search intent behind each keyword. Are users looking for information, making a purchase, or seeking local services? Tailor your keyword strategy to align with the intent behind each query.
  5. Semantic core: Create a Google Sheets with all keywords, it would be the semantic core of your website. Semantic core refers to a combination of keywords, and phrases that embody the core essence of what a business is all about.
  6. Keywords clustering: Divide keywords into groups (clusters). You can create new pages using a specific keyword cluster and add this group of keywords into your page content.
  7. Prioritizing Keywords: Prioritize keywords based on relevance, search volume, competition, and commercial intent. Focus on targeting keywords that have a balance of high search volume and manageable competition, as well as keywords that align with your business goals.
  8. Long-Tail Keywords: Don’t overlook long-tail keywords – longer, more specific phrases that typically have lower search volume but higher conversion rates. These keywords can help you attract highly targeted traffic and capture users further along the buying journey.
  9. Refining and Iterating: Keyword research is an ongoing process. Regularly monitor keyword performance, gather and add new keywords that you will find in Google Search Console. Adjust your strategy based on changes in search trends and user behavior. Continue refining your list of target keywords over time.

Conduct thorough keyword research and strategically incorporate relevant terms into your website’s content. Enhance visibility of your website, attract qualified traffic, and improve its overall performance in organic search results.

Site Structure

Establish a clear and logical hierarchy for your website, with broad categories at the top and more specific subcategories below. This helps users navigate the site intuitively and find the information they need quickly.

Design user-friendly navigation menus that are easy to understand and use. Include clear labels and organized dropdown menus to guide users to relevant sections of the site.

Incorporate internal links within your content to connect related pages and establish a network of interconnected content. Internal linking improves navigation, distributes link equity, and helps search engines discover and index pages more efficiently.

URL Structure

Use descriptive, keyword-rich URLs that reflect the content of each page. Keep URLs concise, avoid unnecessary parameters or session IDs, and use hyphens to separate words for readability.

Content Optimization

Create relevant, high-quality and engaging content. Content refers to any information, media, or material presented on a website. In the context of SEO, content plays a crucial role in attracting organic traffic, engaging users, and ultimately achieving desired outcomes, such as conversions or brand awareness.

For better readability, use Listicles, Bullets, and Numbered Lists.

On-page Optimization

Title Tag

Optimize the title tag, which appears as the clickable headline in SERPs. Include your target keyword near the beginning of the title tag and keep it around 60 characters (you can write more, to be honest), while accurately describing the page’s content.

Meta Description

Write a compelling meta description that summarizes the content of the page and entices users to click through from the search results. While meta descriptions don’t directly impact rankings, they can influence click-through rates and user engagement. Include your target keyword into meta description and keep it around 260 characters.

Heading Tags

Use heading tags to structure your content logically and emphasize key points. The H1 tag should contain the main headline of the page and include the primary keyword, while H2-H6 tags can be used for subheadings and additional sections.


Add alt-attributes to your images including your target keyword or keyword phrase.

Schema Markup

Add Schema markup to your website. Implement schema markup to provide search engines with additional context about your content, such as product details, reviews, event information, and more. Schema markup can enhance rich snippets in search results and improve visibility. If you are using WordPress or Shopify, simply install the Yoast plugin and Schema will add automatically (you can edit it on each page if you want).

Technical SEO

Technical SEO refers to the optimization of technical aspects of a website to improve its search engine visibility and performance. Unlike on-page optimization, which focuses on content and HTML elements, technical SEO deals with behind-the-scenes factors that affect how search engines crawl, index, and rank web pages. 

Website Speed

Optimize page load times to improve user experience and search engine rankings. This includes minimizing server response times, leveraging browser caching, and optimizing image sizes and file compression.


Ensure that your website is mobile-friendly and responsive across various devices and screen sizes. Google prioritizes mobile-friendly websites in its search results, so mobile optimization is crucial for SEO success.

Crawlability and Indexing

Make sure that search engine crawlers can access and index your website’s content efficiently. Use robots.txt files to control crawler access, fix crawl errors, and submit XML sitemaps to search engines to facilitate indexing.

Off-page Optimization

Off-page optimization refers to the actions taken outside of your website to improve its search engine rankings and visibility. Unlike on-page optimization, which focuses on optimizing elements within your website, off-page optimization involves building external signals and signals that demonstrate the authority, relevance, and credibility of your website.

Link Building

Link Building is the main component of off-page optimization. Acquire high-quality backlinks from authoritative and relevant websites in your industry. Backlinks are one of the most important off-page ranking factors and signal to search engines that your site is trustworthy and credible. 

Focus on earning natural backlinks through content marketing, outreach, and relationship building. 

Guest Posts

Contribute guest posts to relevant blogs and publications in your industry to expand your reach and build authority. Guest blogging allows you to showcase your expertise, reach new audiences, and earn backlinks to your website from reputable sources.

Participate in relevant online forums, communities, and discussion groups related to your industry or niche. Provide valuable insights, answer questions, and engage in discussions to establish yourself as an authority and build relationships with potential customers and influencers.

Press Releases

Distribute press releases and reach out to journalists, bloggers, and media outlets to promote noteworthy events, announcements, or achievements related to your business. Press coverage can generate buzz, increase brand visibility, and earn valuable backlinks to your website.

Brand Mentions is the strong component of off-page optimization. Monitor mentions of your brand, products, or services across the web, even if they don’t include a hyperlink. Brand mentions can contribute to your site’s authority and credibility, especially when they come from reputable sources. 

Engage with mentions and participate in conversations to build brand awareness and reputation.

Measure SEO Results

Measuring SEO goals is essential for evaluating the effectiveness of your optimization efforts and determining the impact on your website’s visibility, traffic, and conversions. 

Here are key metrics and methods for measuring SEO results:

  1. Keyword Rankings: Monitor your website’s rankings for target keywords. Track changes in rankings over time to assess the impact of your optimization efforts.
  2. Organic Traffic: Analyze the amount of organic traffic your website receives from search engines. Use tools like GA4 to track organic traffic metrics such as sessions, users, pageviews, and bounce rate.
  3. Click-Through Rate (CTR): A higher CTR indicates that your titles and meta descriptions are compelling and relevant to users’ search queries.
  4. Conversion Rate: Track the conversion rate of organic traffic to desired actions on your website, such as form submissions, purchases, or downloads. Analyze which keywords and landing pages drive the most conversions.
  5. Backlink Profile: Monitor the quantity and quality of backlinks pointing to your website. Use tools like Ahrefs, Moz, or SEMrush to analyze your backlink profile, identify new backlinks, and disavow toxic or spammy links.
  6. Domain Rating, Page Authority and Domain Authority: Assess the authority of your website and individual pages using metrics like Ahrefs’s (DR), Moz’s (PA) and SEMrush’s (DA). Higher authority scores indicate greater trust and credibility in the eyes of search engines.
  7. Site Health: Regularly audit your website for technical issues that may impact SEO performance, such as crawl errors, broken links, duplicate content, or page speed issues. Addressing these issues can improve crawlability, indexability, and user experience.
  8. Competitor Analysis: Monitor the SEO performance of your competitors to benchmark your progress and identify areas for improvement. Analyze their keyword rankings, backlink profiles, content strategies, and overall SEO tactics.


SEO basics are essential for anyone looking to establish a strong online presence and drive meaningful results. You need to learn and understand the principles of on-page and off-page optimization, as well as technical aspects like site structure and performance. 

Improve your website’s visibility, attract organic traffic, and achieve your business goals!