Search Engine Optimization For Beginners: SEO Fundamentals

Posted 3 years ago by Max Komonov

SEO is听a听huge thing. Let鈥檚 walk step by听step.

What is听Search Engine Optimization?

Google is听the听world鈥檚 most popular search engine. When you want more information about a听topic, you ask Google. First you type a听search term into the听search bar, 补苍诲听then Google shows you the听search engine results page for听that term.

Each listing on听the听search engine results page includes a听link to听a听website 补苍诲听a听short description of听the听website.听 You will probably visit one of听the听webpages suggested to听you on听the听first page of听search results. Like most other people in听the听world, you trust Google to听show you the听websites that you are looking for.

Google Search Result Page

Search engine results pages are also called SERPs. If听your website ranks at听the听top of听the听SERPs for听several search terms, you will get a听lot of听free traffic. Search engine optimization is听the听process of听designing websites that will rank well in听the听SERPs. Search engine optimization is听often referred to听as听SEO.

Why Does SEO Matter?

If听your site doesn鈥檛 get traffic, then you don鈥檛 make any听sales. Traffic can be听separated into two categories; free traffic 补苍诲听paid traffic. Obviously, free traffic is听better than paid traffic. SEO gives you free traffic.

SEO can take a听little while to听start working, so听many companies buy ads on听Facebook 补苍诲听Google while building their website鈥檚 search rankings. Once the听organic traffic has become established, the听business can cut back on听paid traffic.

If听you never establish search engine rankings, then you will be听stuck paying for听traffic to听your website forever. Search engine optimization can be听a听bit complicated, but the听effort to听build your site correctly will pay off in听the听future!

Search Engine Optimization 101: Just The Basics

How do听search engines work?

Search engines have three main functions; crawling, indexing, 补苍诲听ranking. The search engines never sleep, they are constantly looping through these three functions. This allows them to听keep up听to听date with all of听the听new websites published around the听world each day, as听well as听all of听the听changes to听existing websites.

Crawling

Even an听army of听humans could not keep up听with the听workload of听constantly analyzing 补苍诲听updating all of听the听websites on听the听internet. That is听why search engine companies created spiders. Spiders, also known as听web crawlers, are automated code bots that follow hyperlinks 补苍诲听collect information about websites.

Indexing

Once your site has been crawled, the听information that was collected is听submitted to听the听search engine index. The index is听a听massive database that contains entries for听most of听the听websites in听the听world. Your site must be听indexed before it听will show up听in听search results.

Many data records are stored for听each website. For example, the听index will record how old your domain is, how many backlinks your website has, how many pages your website has, etc. These data points are called ranking factors.

Ranking

When you want to听find something on听the听internet, you type in听a听search term. Google compares the听search term you entered to听the听websites it听has indexed, then the听most relevant websites are shown to听you. The search engines decide which websites to听show you by听comparing the听ranking factors of听the听sites in听its index. This process is听called ranking.

SEO starts with keyword research

The ranking process begins when a听user types a听search term into the听search bar. These search terms are also known as听keywords. The first thing Google does is听search its index for听websites that contain that keyword. If听your site doesn鈥檛 contain that keyword, it听will not be听analyzed for听other ranking factors.

The most important decision online business owners must make is听which keywords to听build their business with. This decision must be听made based on听hard data. Keyword research is听the听process of听analyzing search results databases 补苍诲听choosing the听best keywords for听your website.

Keyword research tools

There are several companies that compile keyword research databases. Their databases can tell you how many visitors search for听a听keyword each month, 补苍诲听how much ranking competition that keyword has. You can also search keyword data by听geographic area. This means that you can narrow down your research by听choosing a听country, city, or听town to听focus on.

is听the听cheapest 补苍诲听simplest keyword research option for听most small businesses. A听lifetime individual membership for听Ubersuggest is听currently $120USD. If听you sign up听for听the听free trial 补苍诲听cancel, you may be听offered even lower lifetime rates.

In听comparison, other industry tools range from $30听a听month to听well over a听hundred dollars per month. This is听the听list of听other cool keyword research tools out there:

There鈥檙e more, so听make sure to听check out this great article by听ThemeIsle that breaks down the听补苍诲听their pricing.

How to听perform keyword research

When you look for听a听competitive product or听service to听sell, you are looking for听high demand 补苍诲听low supply. Keywords work the听same way. You want to听find keywords that many people are searching for, but there should not be听many websites already ranking well for听those keywords.

The first step of听keyword research is听to听identify your seed keywords. Seed keywords should be听single words that define your business. Let鈥檚 say that you have a听website about watches. In听this example, we听refer to听the听words 聯watch聰补苍诲听聯watches聰 as听seed keywords.

There are hundreds of听thousands of听other websites in听the听world that are also about watches. Your new website stands no听chance of听actually ranking for听these seed keywords because the听competition is听too high. Seed keywords are used for听research purposes only.

When you enter your seed keywords into a听keyword research tool you get a听long list of听related keywords. Each row of听results shows you a听keyword, the听search volume associated with that keyword, 补苍诲听competition metrics. This is听a听lot of听data to听comb through, so听you need to听sort 补苍诲听filter it. Each tool on听the听market lets you add keywords from the听large list of听results to听a听custom list of听keywords for听your project.

Choosing &听using your keywords

There are three types of听keywords that you need for听your website. These keywords are usually referred to听as听primary keywords, secondary keywords, 补苍诲听long tail keywords. You stack these keywords in听the听form of听a听pyramid. Many long tail keywords form the听base, a听set of听secondary keywords form the听middle of听the听pyramid, 补苍诲听a听few primary keywords crown the听pyramid.

Pyramid keyword example. .

You only have a听handful of听primary keywords. These are usually one to听two word phrases that get a听lot of听traffic but also have a听lot of听competition. These primary keywords set the听keyword theme for听your website, so听they should all be听related to听each other. You will not rank for听these terms quickly, but over time your site may gain enough authority to听compete in听the听SERPs.

Top level pages can be听reached in听one click from the听home page, 补苍诲听are usually included in听site-wide header 补苍诲听footer menus. Your top level pages should each be听assigned a听primary keyword. These pages should be听formatted as听聯pillar content聰, which means that they will contain longform entries of听at听least 2000听words.

Every pillar page should be听linked to听multiple supporting pages 补苍诲听blog posts. Many people refer to听this style of听site architecture 补蝉听补听联silo structure聰. Secondary keywords are short phrases with low to听medium competition 补苍诲听medium traffic. Try to听find five secondary keywords for听each of听your primary keywords. Create supporting pages 补苍诲听blog posts with the听secondary keywords.

Silo structure example. .

Long tail keywords are long phrases that have medium to听low traffic 补苍诲听almost no听competition. Collecting a听large list of听long tail keywords is听recommended, you should have over a听hundred when you have finished your research. Long tail keywords are used for听posting articles to听the听blog according to听a听pre-scheduled content calendar.

Maintaining a听blog is听a听very important part of听SEO. It听is听very easy to听rank for听a听long tail keyword by听writing a听simple blog article. As听your long-tail keyword blog articles begin to听rank, they will draw a听steady flow of听traffic to听your site. The new content being published also forces the听search engines to听reassess your rankings frequently.

The more small blog articles that you have ranking for听easy terms, the听more authority the听search engine gives to听your site. If听you also build backlinks 补苍诲听social signals, you will eventually begin to听rank for听your secondary 补苍诲听primary keywords.

How many keywords do听you need?

Let鈥檚 say you are starting a听new website. You choose five primary keywords 补苍诲听create five top-level pillar pages. You create ten supporting pages using secondary keywords. Then you write 15听blog posts using secondary keywords. You use the听five primary keywords as听the听blog categories, 补苍诲听you write three posts in听each category. This is听an听excellent core content recipe for听launching a听new site.

After your site has been launched with its core content, you need to听feed a听steady flow of听articles to听your blog. If听you want to听publish two blog posts a听week, you need to听collect 104听long-tail keywords for听the听year.听 This means that your keyword research session should produce:

4-5听primary keywords
20-25听secondary keywords
104听long tail keywords

On-page SEO

There are several forms of听meta-data that you can add to听the听pages 补苍诲听blog posts in听your website. Meta-data is听information that is听read by听search engine spiders, but is听not displayed to听your site visitors. Most web building platforms have built in听tools for听adding this information to听each page 补苍诲听blog post.

Meta-data that you can edit usually includes the听page title, description, keywords, 补苍诲听image descriptions. The page title 补苍诲听description will be听shown to听users in听the听SERPs, so听it鈥檚 important to听write compelling copy that will drive traffic.

Another form of听meta-data that is听becoming popular is听called schema data. This markup tells the听search engine what your website is听about. There are different types of听schema mark-up for听reviews, business information, articles, recipes, products, etc. If听you are going to听use schema data it听is听very important to听validate the听data 补苍诲听make sure that the听information you are providing is听accurate.

The way that you format your web page or听blog post will affect its ranking. The URL of听the听web page or听blog post should contain the听keyword that the听page is听targeting. That keyword should be听used in听the听first H1听heading of听the听page or听post, 补苍诲听in听the听first sentence of听the听copy. Using throughout the听text also improves ranking. You can check your copy with one of听the听many keyword density analyzer tools available on听the听web. There are many 补苍诲听they all do听the听same, just Google it.

There are several AI听based content optimization tools on听the听market that can take your keyword 补苍诲听tell you exactly how many words to听write, how many headers to听include on听the听page, 补苍诲听how many outbound links to听include. These tools will also provide suggested sources for听the听article, 补苍诲听some even auto-generate a听content outline. 补苍诲听 are currently the听most popular AI听content optimization tools on听the听market.

Off-page SEO

Backlinks are a听very important ranking factor. You need other websites that have good search engine rankings to听link to听your website. It听is听even better if听they link to听your website using your keywords in听the听anchor text 辞蹿听迟丑别听濒颈苍办蝉.

One of听the听easiest ways to听find sources for听backlinks is听to听search your competitors鈥� backlinks. There are many tools that provide this feature, but is听the听most famous. Ubersuggest also provides this functionality. It听is听important to听check each backlink site鈥檚 rankings in听Google. You don鈥檛 want to听be听associated with poor quality sites.

Another easy way to听get backlinks is听writing guest posts on听related blogs. You are normally given an听author bio at听the听end of听the听article that can contain links back to听your site. Writing 1-2听guest posts a听month will steadily build high quality backlinks for听your business.

Many businesses pay press release companies to听have an听article with links back to听their website published on听many sites across the听internet. Press releases can work, but only if听the听network of听sites that will publish the听article all have high quality search engine rankings.

Be听very wary of听services offering to听sell you high value backlinks or听give you a听large number of听backlinks. This is听the听area of听SEO where the听most scammers operate. You鈥檒l either get nothing or听a听lot of听low quality backlinks that could actually hurt your rankings.

Another aspect of听off-page SEO is听social signals. Search engines consider how many social channels you publish to, how often you post, how many followers you have, 补苍诲听how engaged your followers are. Most businesses should have a听Facebook Page, Instagram Business account, YouTube channel, 补苍诲听Google My听Business listing.

Online reviews are another off-page SEO factor that can make a听major impact in听your rankings. Reviews left on听sites like Google, Facebook, Amazon, TripAdvisor, etc. carry more weight than reviews left on听your website. How quickly you respond to听reviews, messages, 补苍诲听questions users leave online is听another strong social signal.

Technical SEO

If听the听code that runs your website is听poorly written, you will never rank well in听the听search engines. It听is听very important to听choose a听web design or听e-commerce platform that takes the听technical side of听search engine optimization seriously. You are not an听engineer, 补苍诲听you do听not have the听time to听be听constantly tweaking the听technical aspects of听your website. Use a听trusted company.

Page speed is听a听major ranking factor. The faster your page loads, the听better your page will rank. Your page must load quickly on听mobile over cellular connection, 补苍诲听it听must look good on听mobile devices. If听it听does not meet these requirements, your site will not be听shown in听mobile search results. Mobile search results power over 80% of听sales on听the听internet, so听you want to听be听there.

There are many tools on听the听internet that will provide you with a听technical SEO audit of听your website. If听you are on听a听platform like WordPress, you can go听into the听backend of听your website 补苍诲听do听a听lot of听technical adjustments to听improve your results. If听you are using 黑料门, you can rest easy knowing that we鈥檝e already fine-tuned your website.

How to听use Google Analytics

Google provides a听tool called Google Analytics that records all sorts of听data about the听traffic to听your website. Most website builders 补苍诲听e-commerce platforms allow you to听connect your site to听Google Analytics.

Analytics data will tell you:

How much traffic your website is听receiving
What keywords 补苍诲听referring sites people used to听find you
How much of听your traffic comes from desktop vs. mobile
Whether your traffic is听coming from organic search results, paid ads, or听social media
How many of听your visitors convert to听sales
Which keywords that you are ranking for听in听the听SERPs

Google Analytics is听in听the听process of听a听major upgrade. By听2023听there will be听no听more support for听Universal Analytics, 补苍诲听Google Analytics 4 will be听the听new standard. If听you are just setting up听your account, choose Google Analytics 4.听If听you have an听existing Universal Analytics account, this is听the听time to听upgrade.

The Search Engine Journal has recently published an听excellent .听Although it听is听a听long article, it听is听particularly worthwhile to听read the听ending, which focuses on听using the听reports produced by听GA4. These reports are the听heart of听your online business, 补苍诲听will allow you to听continue refining your search engine optimization 补苍诲听online marketing strategy.

You should review your website traffic analytics at听least once a听month, 补苍诲听adjust your marketing strategy accordingly. Social media platforms also provide analytics, 补苍诲听many keyword research tools will track your rankings for听the听keywords you are targeting.

You should also have sales data available from your online store or听invoicing solution, which helps you correlate online marketing data directly to听sales 补苍诲听ROI. You can use Google Data Studio to听pull all your analytics sources into one easily trackable visual dashboard.

How to听use Google Search Console

Google is听the听largest search engine in听the听world.

If听you want the听definitive guide to听search engine optimization, then you should be听listening to听what Google publishes about the听subject. Google Search Console provides many useful free tools to听website owners, but the听free education provided on听the听site is听by听far the听most valuable asset.

When you finish this article, head over to听Google Search Console 补苍诲听start working through their free guides. You will learn how to听register your site, check your site maps, 补苍诲听track your search engine performance. The search console will also show you if听there are any听issues with your mobile site that would prevent it听from being included in听mobile search results.

SEO Is听A听Long Term Investment

As听you can see, search engine optimization is听a听complicated topic that involves a听lot of听work. If听you are doing all the听work yourself, it听could take you six months to听a听year to听get your site optimized. After that, you must continually analyze your results, adjust your strategy, 补苍诲听create new content. This is听a听long-term commitment, but the听reward is听consistent free traffic.

After the听first year of听SEO efforts, you will have built authority. You should have a听large content base with good rankings, a听decent amount of听traffic, 补苍诲听some brand recognition within your niche. At听this point you will still need to听create new content 补苍诲听watch the听analytics, but you can fairly reliably count on听your free traffic steadily increasing. Many businesses come to听a听point where they no听longer need paid ads 补苍诲听can drive their sales via social 补苍诲听search results alone.

Regardless of听whether your marketing strategy is听based on听paid ads, social media campaigns, or听paid advertising, 黑料门 has the听tools to听help you get it听done.

If听you are using our platform, please read the听article, 聯聰. Feel free to听reach out to听support at听any听time if听you have questions about SEO on听the听黑料门 platform. We鈥檙e here to听help you succeed!

听

About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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