Are you just beginning your journey with Search Engine Optimization (SEO)? You might have heard that SEO can help your website get more traffic and rank higher on search engines like Google.
Let’s make it simple and clear for you. This guide will break down the basics of SEO in easy words and explain how you can use it effectively to attract visitors and quality leads. We’ll also touch on how AI plays a role in making SEO even more powerful.
Once you grasp the basics, you’ll see how SEO can work for your business to improve visibility, attract the right audience and grow your online presence.
What is Search Engine Optimization (SEO)?
Let’s start with the basics, what exactly is SEO?
SEO stands for “Search Engine Optimization.” It’s a process that helps your website show up in the free, organic or natural search results on search engines like Google. The goal is simple – to improve your website’s ranking on search results pages (SERPs). The higher your website appears, the more likely people are to click on it and visit.
Rand Fishkin, co-founder of Moz, came up with a useful graphic inspired by Maslow’s Hierarchy of Needs. It’s called “Mozlow’s Hierarchy of SEO Needs.” This concept explains the steps you should follow to do SEO effectively.
By understanding and applying SEO strategies, you can make your website more visible to your audience and attract more traffic.
SEO Goes Beyond Search Engines
SEO isn’t just for search engines like Google or Bing anymore. It’s also essential for social platforms like YouTube and TikTok. Many people now use social media to search for information, so optimizing your content on these platforms can help you reach a wider audience.
What are the Three Pillars of SEO?
If you’re a digital marketer, one essential skill is knowing how to make your brand, website or company easy to find for people searching online. While SEO often changes in small ways, its main principles stay the same.
SEO is built on three main pillars, and understanding these will help you stay ahead. These pillars form the foundation of SEO and need regular attention to achieve the best results.
Technical Optimization
Technical Optimization involves tasks on your website that improve SEO but aren’t related to the actual content. These tasks usually happen in the background. For example, submitting your website’s sitemap to Google is a simple way to handle technical optimization.
On-Page Optimization
On-Page Optimization focuses on making sure your website content is relevant and offers a great experience for visitors. It includes using the right keywords in your content and can be managed using tools like WordPress, Wix, Drupal, Joomla, Magento or Shopify.
Off-Page Optimization
Off-Page Optimization involves improving your website’s ranking through activities done outside of your site. A major part of this is building high-quality backlinks from other reputable websites which helps boost your site’s credibility and reputation in the eyes of search engines.
Paid Search vs. Organic Search – What’s the Difference?
To make the most of SEO, it’s important to understand the similarities and differences between organic search (natural search results tied to SEO) and paid search (advertising).
What Sets Paid & Organic Search Apart?
There are five key differences between paid and organic search. Let’s start with the first one:
Position on Search Results Page
Paid search results show up at the very top of search engine results pages (SERPs), while organic results appear below them. For example, if you search for “Glenview moving company,” you might see paid ads or sponsored posts as images at the top, followed by organic results underneath.
Google’s Search Generative Experience (SGE) is using AI to constantly evolve how ads are displayed. Keeping up with these changes is crucial for your SEO strategies.
Time – A Key Difference
Another major difference between paid and organic search is the time it takes to see results. Paid search delivers quick results, often instantly. On the other hand, organic search takes longer—it could be weeks, months or even years. Organic search is more of a long-term strategy that requires patience and consistent effort.
Payment
As the name suggests, paid search involves spending money to get traffic. This is usually done through pay-per-click (PPC) advertising, where you pay a cost-per-click (CPC).
In simple terms, you pay a fee every time someone clicks on your ad. Instead of waiting for organic traffic, you’re essentially buying traffic by paying platforms like Google to show your ad when people search for specific keywords.
Organic search, on the other hand, doesn’t cost money per click. However, it does require a significant investment of time and resources to create and optimize content that ranks well.
Return on Investment (ROI)
Paid search has a more straightforward ROI because platforms like Google provide detailed keyword data, making it easier to track performance through tools like Google Analytics (GA4).
However, over time, the ROI from paid search may stagnate or decline as costs increase.
With organic search, measuring ROI can be trickier but it tends to improve over time as your content gains authority and attracts more visitors. In the long run, organic search can deliver excellent returns with consistent effort.
Traffic Share
Studies show that organic search drives most of the traffic to websites. According to research by BrightEdge, organic search accounts for 53% of all website traffic, while paid search contributes only 15%. This means most users click on organic results rather than paid ads.
Similarities Between Paid & Organic Search
While there are differences, paid and organic search also share some similarities:
Keyword Research
Both paid and organic search rely on keywords. Users type in keywords on search engines and you need to do keyword research for both to target the right audience effectively.
Landing Pages
Both types require well-designed landing pages. For organic search, the landing page should be part of your website and optimized for SEO. For paid search, you can use the same landing page or create a separate one specifically designed for the ad campaign.
Traffic
The main goal of both paid and organic search is to drive traffic to your website. Both types of traffic share a common feature, user intent. This means the person searching on Google is actively looking for answers or information. Because they’re in this active mindset, they’re more likely to take action after finding what they need.
How Do Search Engines Work?
People use search engines when they have a question or need information online.
Search engines use algorithms, which are computer programs designed to find clues and deliver the most relevant results to users. These algorithms scan web pages and decide which ones to rank for specific keywords.
It’s worth noting that social media platforms also have their own algorithms that influence search results within those platforms.
How Search Engines Work – The Three Steps
Search engines follow three main steps: crawling, indexing and ranking.
Step 1 – Crawling
The first step is crawling. Search engines use web crawlers, often called “spiders,” “robots” or “Googlebots,” to discover and gather information about web pages.
These crawlers explore new pages and revisit existing ones to check for updates or changes. They move through websites by following links. For example, if you’ve added a blog post linked to your homepage, the crawler will find your homepage and then follow the link to discover the new blog post.
Step 2 – Search Engine Indexing
The second step is indexing. After crawling a web page, the search engine decides if the content should be added to its database, known as the index.
If the content is unique and valuable, the search engine stores it in the index, making it available for retrieval during the ranking process. However, a page might not be indexed if:
- The content is duplicated
- The content is low quality or spammy
- The page couldn’t be crawled
- The page or site doesn’t have enough inbound links
Tip
To check which of your pages are indexed, type site:yourdomain.com in the Google search bar. For a detailed report, use the “Index Coverage” feature in Google Search Console.
Step 3 – Search Engine Ranking
The final and most important step is ranking. A website can only be ranked after it has been crawled and indexed. Once this happens, the search engine evaluates where the site will appear in search results.
Search engines use over 200 factors, called ranking signals, to determine where your content should be placed. These factors align with the three main pillars of SEO, technical optimization, on-page optimization & off-page optimization.
Here are some key ranking signals:
- Keyword in Title Tag: Does the page’s title or content include the keyword or a related term?
- Page Speed: Is the site fast-loading and mobile-friendly?
- Website Reputation: Is the site credible and trusted for the searched topic?
- Backlinks: How many quality backlinks does the page have?
- Content Quality: Is the content useful, relevant and valuable to the audience?
- Mobile Optimization: Is the website designed for mobile users?
By focusing on these signals, you can improve your website’s chances of ranking higher in search results.
If you’re looking for agency support in the areas of SEO, content marketing and paid media, get in touch with Sid Web Solutions
How Does Google Order & Rank Search Results?
Google uses several algorithms, like Hummingbird, Panda and RankBrain, to decide the order and ranking of search results.
How RankBrain Works
RankBrain is a machine-learning algorithm built on top of Hummingbird. Here’s how it works:
- If RankBrain encounters a word or phrase it doesn’t recognize, it uses AI to figure out its meaning by linking it to similar search queries. This helps Google understand the intent behind the search.
- It converts keywords into related topics and concepts, allowing Google to deliver better results, even for unusual or complex searches.
- Instead of simply prioritizing results with the best keyword optimization, RankBrain focuses on user satisfaction. It measures how well a result meets the user’s expectations and ranks websites accordingly.
When working on your website’s ranking, it’s important to keep Google’s EEAT framework in mind. EEAT stands for Experience, Expertise, Authoritativeness and Trustworthiness. While it’s not a direct ranking factor, it plays a key role in Google’s Search Quality Evaluator Guidelines, which help determine the quality of content.
Keep an eye on tools like Google’s Multitask Unified Model (MUM) and their AI chatbot, Google Bard (now called Gemini). These technologies are shaping the future of search and could influence how content is ranked.
How to Get the Most Out of RankBrain
To make the most of Google’s RankBrain, focus on optimizing your website to enhance user experience and satisfaction. Here’s how you can do it effectively:
Target Long-Tail & Medium-Tail Keywords
Focus on key phrases with 2-3 words. These are more specific and easier for RankBrain to understand and rank.
Write in Natural Language
Create content that sounds like how people speak. Make sure it’s relevant and valuable to your audience, as RankBrain rewards this kind of user-friendly content.
Optimize Titles & Descriptions
Write clear and appealing page titles and meta descriptions. This helps attract clicks from search engine results. A higher click-through rate (CTR) boosts your ranking.
Increase Dwell Time & Reduce Bounce Rate
Make your content engaging so visitors stay longer on your page. Avoid content that makes people leave quickly after visiting just one page.
Encourage Interaction
Add elements like videos, images, expert quotes or actionable tips to keep users engaged. Breaking up text with visuals can make your content more appealing and improve dwell time.
By following these steps, you’ll create a website that RankBrain recognizes as useful and rewarding for your audience.
What Is an SEO Strategy?
Just like any digital marketing effort, you need a clear plan to succeed with SEO.
An SEO strategy is all about optimizing your content to rank as high as possible on search engines—ideally, on the first page or even in the top position. The main goal is to increase organic traffic, helping your target audience find your content.
Having an SEO strategy also ensures you stay focused and efficient. Instead of wasting time and money on content that doesn’t perform well, you’ll create high-quality content that aligns with user intent and delivers results.
If you run a small business or serve a specific area, local SEO should be a key part of your strategy. It helps people in your local area find your business more easily, boosting your visibility where it matters most.
How to Set Objectives for Your SEO Strategy
Defining clear objectives is a crucial step in creating an effective SEO strategy. Your SEO goals should align with your overall business goals because:
- They help get support and approval from important stakeholders.
- They guide the creation of your SEO strategy.
- They ensure your efforts lead to achieving measurable results.
What Metrics Should you Track for SEO?
Setting goals is important, but tracking the right metrics helps you see progress and improve your SEO over time. Here are key metrics to monitor:
- Keywords: Track how your target keywords are ranking.
- Organic Traffic: Measure the number of visitors coming to your site through search engines.
- SERP Rankings: Check your position on search engine results pages (SERPs).
- Time on Page: Monitor how long visitors spend on your pages.
- Engagement Rate: Look at interactions like comments, shares and likes.
- Click-Through Rate (CTR): Measure how often people click your site in search results.
- Brand Awareness: See if more people are recognizing your brand.
- Leads & Revenue: Track how many leads or sales come from your SEO efforts.
- Domain Authority: Check your site’s overall authority and trustworthiness.
Monitoring these metrics can help you refine your strategy and achieve long-term success.
3 Examples of SEO Objectives
When setting SEO objectives and KPIs, it’s important to be realistic but ambitious. If you’re just starting with SEO set modest goals to build momentum. If you’ve already seen results, aim higher but base your targets on actual data to avoid disappointment.
Here are three examples of achievable SEO objectives to guide your strategy:
- Keyword Ranking: Aim to get 50% of your top 20 keywords on the first page of Google within nine months.
- Organic Traffic Growth: Increase your organic traffic by 20% in Q3 and 25% in Q4 compared to the previous year.
- Market Share: Boost your SEO market share from 3% to 5% in the next financial year.
These examples can help you set relevant and realistic goals for your business.
How to Set SEO Objectives for Different Types of Businesses
Your SEO objectives should align with the nature of your business. Here’s how to tailor them based on your business type:
Transactional Businesses (e.g., E-commerce)
Focus on objectives like tracking sales and increasing lead conversions.
Non-E-commerce Commercial Sites
Set goals around generating leads, such as form submissions or inquiries.
Informational Businesses
Prioritize objectives that build brand awareness or drive more website traffic.
By focusing on the right metrics for your business type, you can create an SEO strategy that delivers meaningful results.
Even after fully implementing your SEO strategy, the work doesn’t stop. SEO is a continuous process that requires you to adapt and refine your approach along the way.
Sometimes, you’ll need to adjust your tactics, stay patient and wait to see the results. With a strong SEO foundation and persistence, the benefits will become clear. This includes better user experiences for your audience and more conversions for your business.
How to Become an SEO Specialist
If you’re interested in SEO and want to turn it into a career, you’re in luck! SEO is a highly sought-after skill across various industries and it can also be a rewarding and lucrative profession.
A recent report by Sagefrog highlights that SEO is one of the top marketing strategies, with nearly half of B2B companies incorporating it into their plans. Additionally, businesses are expected to allocate 31% of their marketing budgets to SEO in the coming year.
This makes SEO a great career choice for those who want to help businesses grow while staying in demand in the ever-evolving digital world.
What Skills Do You Need to Become an SEO Specialist?
Companies depend on organic traffic to improve their online visibility and SEO is a cost-effective way to achieve this. To succeed as an SEO specialist, you’ll need a mix of technical and soft skills.
Key Technical Skills
- Keyword Research: Identifying the right keywords to target.
- Link Building: Developing strategies to gain high-quality backlinks.
- Content Optimization: Making sure content aligns with search engine requirements.
- Data Analysis: Interpreting metrics to improve performance.
- Content Marketing/Copywriting: Creating content that engages users and ranks well.
- Technical SEO: Understanding the behind-the-scenes elements of websites, like site speed and mobile-friendliness.
Soft Skills
- Critical Thinking: Analyzing challenges and finding creative solutions.
- Communication: Explaining strategies and results to clients or team members.
- Teamwork: Collaborating with others to achieve SEO goals.
By building both technical expertise and strong interpersonal skills, you’ll be well-equipped for a successful career in SEO.
How Much Can You Earn as an SEO Specialist?
Your earnings as an SEO specialist depend on your role, experience and work setting—whether you’re freelancing, working in an agency or in-house.
Here’s an estimate of SEO salaries, based on data from Search Engine Land:
- Entry-Level SEO Specialist: $49,000 to $72,000 per year
- SEO Analyst/Executive: $62,000 to $101,000 per year
- SEO Strategist: $69,000 to $110,000 per year
- SEO Manager: $80,000 to $120,000 per year
- Head of SEO: $109,000 to $192,000 per year
As you gain more experience and deliver successful results, your earning potential increases significantly.
Best SEO Tools to Help You Succeed
There are plenty of tools available to support your SEO efforts. Some are free, while others are paid, so you can choose the ones that work best for your needs.
Ranking & Reporting Tools
- Google Search Console
- Google Analytics 4 (GA4)
- KWFinder
- Semrush
- Page Speed Insights
SEO Audit Tools
- Screaming Frog
- SEOptimer
- Moz
Keyword & Content Research Tools
- Google Keyword Planner
- AnswerThePublic
- Ubersuggest
- BuzzSumo
AI-Powered SEO Tools
- seoClarity
- Surfer
These tools can help with everything from tracking rankings and analyzing performance to finding the best keywords and optimizing your content.
AI & SEO – What’s on the Horizon?
Artificial intelligence is already playing a big role in improving SEO. It’s used for tasks like keyword research, content creation and gaining insights into user behavior. Here are some key developments to watch in AI and SEO:
Google’s Search Generative Experience (SGE)
SGE is like an upgraded version of featured snippets. It uses AI to provide detailed answers, similar to ChatGPT, along with image carousels, suggested questions and recommendations. As SGE becomes more prominent, it’s important to adapt your SEO strategy to take advantage of this new feature.
Predictive Analytics
AI tools like RankSense, Ahrefs and CognitiveSEO can analyze historical data and current trends to predict changes in search algorithms. This helps you stay ahead by adjusting your strategy before these changes impact your rankings.
AI in Local SEO
AI can help you create content tailored to local audiences. Tools like Moz Local and BrightLocal are great for optimizing your site to meet regional needs.
Answer Engine Optimization (AEO)
With AI changing how users search, optimizing for answer engines like ChatGPT and Google SGE is becoming essential.
Video SEO
Videos are incredibly popular, so optimizing them for SEO is a must. This includes platforms like YouTube and embedding videos on your website.
Core Web Vitals (CWV)
These are three key metrics that measure user experience: loading speed, interactivity and visual stability. Optimizing your site for CWV can improve both page speed and SEO rankings.
By staying updated on these AI advancements, you can ensure your SEO strategy remains effective in an evolving digital landscape.
Use SEO to drive traffic & boost brand awareness
FAQs
How Do SEO & Content Marketing Work Together?
SEO (Search Engine Optimization) optimizes content for search engines, while content marketing focuses on creating valuable, engaging content. Together, they:
- Ensure content includes relevant keywords to rank on search engines.
- Attract and retain users by aligning SEO strategies with content marketing goals.
- Drive organic traffic through blog posts, articles and optimized website pages.
How Does Co-SEO Work?
Co-SEO (Collaborative SEO) involves partnerships between brands or websites to:
- Share backlinks for mutual authority-building.
- Collaborate on keyword strategies for cross-promotion.
- Pool resources to dominate shared niches.
What Is SEO & How Does It Work?
SEO improves a website’s visibility on search engines like Google by:
- Researching keywords.
- Optimizing on-page elements (title tags, headers, meta descriptions).
- Building backlinks.
- Enhancing user experience (site speed, mobile-friendliness).
How Long Does It Take for SEO to Work?
SEO typically shows results in 3-6 months but may take 6-12 months for competitive niches.
How Does SEO Work on Google?
Google’s algorithm evaluates:
- Relevance: Keywords in content and metadata.
- Authority: Backlinks and domain trust.
- User Experience: Page speed, mobile usability and navigation.
How Does Amazon SEO Work?
Amazon SEO optimizes product listings for the A9 algorithm by:
- Using relevant keywords in titles and descriptions.
- Encouraging positive reviews.
- Optimizing images and competitive pricing.
How Does eBay SEO Work?
eBay SEO ranks listings by:
- Optimizing titles with keywords.
- Using clear descriptions & quality images.
- Offering competitive pricing & fast shipping.
How Does Etsy SEO Work?
Etsy ranks products based on:
- Keywords in titles, tags & descriptions.
- Shop reputation (reviews, fulfillment rates).
- Recency of listings and engagement (favorites, clicks).
How Does Google’s SEO Algorithm Work?
Google’s algorithm prioritizes content quality, backlinks and user intent to deliver relevant results.
How Does Instagram SEO Work?
Instagram SEO involves using hashtags, optimizing bios and encouraging engagement to rank content.
How Does Mobile SEO Work?
Mobile SEO ensures a website is responsive, fast and user-friendly on mobile devices.
How Does Pinterest SEO Work?
Pinterest ranks pins based on keywords, visual quality and board organization.
How Does SEO Marketing Work?
SEO marketing integrates on-page, off-page and technical SEO strategies to increase organic visibility.
How Does SEO Optimization Work?
SEO optimization involves keyword research, improving page structure and building credibility through backlinks.
How Does SEO Work in Digital Marketing
SEO supports digital marketing by driving organic traffic, enhancing visibility and building trust.
How Does SEO Work on Shopify
Shopify SEO focuses on optimizing product pages, images and site speed.
How Does SEO Work on WordPress?
WordPress SEO leverages plugins like Yoast, mobile-friendly themes and custom meta tags.
