Beginner’s Guide to Search Engine Optimization

SEO 101

What is SEO and why is it important?

welcome! We are excited because you are here
If you already have a strong background on how search engines work and their importance, you can move on to Chapter 2 directly (although we still recommend a quick read of Google and Bing Best Practices at the end of this chapter; it’s helpful reminder information).

For everyone else, this chapter will help you build your knowledge of SEO during your learning journey and progress.

What is SEO?

SEO is intended to improve search engine results that include certain practices before, after and during the writing of the content in order to improve the quality and quantity of traffic or visits to your site, as well as increase the spread of your brand, through the results of unpaid search engines (also known as “Organic Traffic”).

Although I am short for this sentence, SEO is as much about people as it is about SEO. It comes to understanding what people are searching online, the answers they are searching for, the keywords they use and the type of content they want to see on your site. Knowing the answers to these questions allow you to reach people searching online for solutions.

If knowing the intent of the researcher or your followers is one of the most important aspects of SEO operations, presenting them in a way that allows search engine spiders to find and understand them is the other side.

In this guide, you’ll learn how to do both.

Basics of SEO

Search engines are machines to answer. As they search for billions of articles daily and evaluate thousands of factors to determine the most important and strong content that is most likely to answer your inquiry and put it for you in the first search results.

Search engines do all this by discovering and indexing all available content on the Internet (webpages, PDFs, images, videos, etc.) through a process known as “ crawling and indexing ”, and then arranging them within the results according to how well they match the search request or phrase in the process we refer To it as “Ranking.”

We’ll talk in detail about crawling, indexing, and taxonomy with more information in Chapter 2.

What are free organic results?

As we said earlier, organic search results are those obtained through the search engine optimization process, unpaid (i.e. not ads). These sites were easy to locate – the ads were clearly ranked this way and the remaining results were usually in the form of a “10 blue links” listed below. But as the search method changes, how can we discover free results today?

Today, search engine results pages – often referred to as “SERPs” – are filled with more dynamic and ad results (called “SERP features”) than we have seen before. Some examples of features SERP are excerpts distinctive “featured snippets” (or boxes answers), and boxes People Also Ask, photos, and so forth. New SERP features continue to emerge, largely in line with what people are searching for.

For example, if you search for “Denver weather”, you will see the weather forecast for the city of Denver directly in the SERP instead of entering a site that might contain those forecasts and waste more time. If you are searching for “Denver Pizza”, you will see a result of “local seo” showing you the places of Denver Pizza Shops on the map. Wonderful, right?

It is important to remember that search engines make money from ads. Their goal is to better solve all “ searcher’s queries ” (within SERPs), keep researchers from returning to research, and increase their lifetime in SERPs for a longer period.

Some of the features of SERP on Google are completely free and appear without your intervention or payment, and may be affected by your site’s SEO configuration. These featured “snippets” (a free, natural result promoting a response within a snippet of your site’s content) and related questions (such as “people also ask about” boxes).

It is worth noting that there are many other search features that, although not paid like advertising, cannot usually be affected by the SEO process. These features often contain data obtained from large private data sources, such as Wikipedia, WebMD, and IMDb.

Why is SEO important?

While paid advertising, social media, and other online platforms can generate website visits, most online traffic sources are injected by different search engines.

Natural search results cover more digital needs, appear more credible to smart researchers, and receive more clicks than paid ads. For example, out of all searches in the U.S., only ~ 2.8% of people click paid ads.

In short: SEO has more chance to get free traffic almost 20 times the pay-per-click (PPC) capacity on mobile and desktop.

SEO is also one of the only internet marketing channels that, when properly set up, can continue to pay dividends over time. If you provide robust content that deserves classification for the correct keywords, traffic on your site can accelerate over time, while advertising requires ongoing funding to send traffic to your site.

Search engines are getting smarter, but they still need our help.

Optimizing your site will help provide better information to the search engines so that your content can be indexed and displayed correctly in search results.

Should I hire a professional SEO company to work for me?

Depending on your abilities and desire to learn, the strength of your site and the strength of competition between it and other sites in your same field on the web, you can make some improvements to the basic search engines yourself. Alternatively, you may find that you prefer the help of an SEO expert or company. Either way it’s ok!

If you end up looking for expert help, it is important to know that many agencies and consultants “provide SEO services”, but they can vary widely in quality and price . Knowing how to choose a good SEO company can save you a lot of time and money, because wrong SEO technologies can harm your site more than it will help.

The difference between a white hat and a black hat in a SEO
The term “white hat SEO” refers to SEO technologies, best practices and strategies that adhere to the search engine base, and focuses primarily on providing more valuable information to people that answer all of their questions.

The term “black hat SEO” refers to techniques and strategies that attempt to use scammy / spam methods and practices to produce the search results. Although a black hat for SEO can work, it nevertheless exposes websites to a significant risk of sanctioning or removing indexing altogether (removing the site from search results).

Punished sites can literally bankrupt companies. So it is just another reason to be very careful when choosing an SEO expert or agency.

Search engines share similar goals with SEO

earch engines want to help you succeed. In fact, Google has a Google SEO starter guide, like this Beginners guide! It also supports the efforts of SEO experts. Digital marketing conferences – such as Unbounce, MNsearch, SearchLove, and MozCon for Moz – regularly attract engineers and representatives from well-known major search engines.

Google assists webmasters and SEO through its central webmaster help forum and hosts direct Hangouts . (Unfortunately, Bing closed their webmaster forums in 2014.)

While webmaster guidelines differ from search engine to search engine, the basic principles remain the same: Do not attempt to trick search engines. Instead, provide your visitors with a great online experience. To do this, follow the search engine guidelines and fulfill the user intent and intent.

Google Webmaster Guidelines

Basic principles:

  • Make pages primarily suited to users, not to search engines.
  • Do not fool users.
  • Avoid tricks intended to manipulate search engine rankings. A good rule of thumb is if you feel comfortable implementing what you’ve done on your site to a Google employee “intended for purpose”. Another useful test is to ask the following question: “Does this help my users and site visitors? Will I do it if search engines aren’t there? ”
  • Think about what makes your website unique, valuable or attractive.

Things to avoid:

  • Automatically generated copied content.
  • Participate in fraudulent backlink practices.
  • Create pages with little or no original content (i.e. copied from elsewhere)
  • Show content different from search engine crawlers than what appears to visitors.
  • Hidden texts and links.
  • Routing Pages – Pages created to rank well in search results, with the goal of directing traffic to another location.

Bing Webmaster Guidelines

Basic principles:

  • Provide clear, powerful, attractive and accessible content on your site.
  • Make the page titles clear and relevant.
  • Backlinks are an indication of the site’s popularity provided you get it naturally without your intervention.
  • Social Signals and social posts are positive signs and can have an impact on how your site is ranked in the long run.
  • Page speed is important, along with a positive and beneficial user experience.
  • Use the alt attributes to describe images, so Bing can better understand the content and images.

Things to avoid:

  • Weak content, pages that only contain affiliate ads or links, or that redirect visitors away to other sites, will not rank well.
  • Pak’s abusive bank tactics that aim to amplify the number and nature of links pointing to your site, such as purchasing links, participating in phishing networks, can lead to the cancellation of the overall indexing of your site.
  • Ensure that your keyword structures are structured, succinct, and comprehensive. Dynamic parameters can duplicate the content of your site, causing problems for your search results.
  • Make your URLs descriptive, short, and contain keywords as possible, and avoid using non-letter characters.
  • Put links in Javascript / Flash / Silverlight; avoid using them too inside the content.
  • Duplicate content
  • Keyword stuffing
  • Content for displaying crawlers is different from what appears for visitors.

Instructions for listing your local seo on Google

If the business activities to which the SEO practices are applied are present on the ground and have a headquarters, whether it is stores, customer service, or whatever this business is, it is eligible for Google My Business . For local businesses like these, Google has guidelines for what you should and should not do in creating and managing these listings.

Basic principles:

  • Make sure that you are eligible for inclusion in the Google My Business Index; but you must have a physical address, even if it is your home address, and you must serve clients face to face, either on your site (such as a retail store) or on their site (such as a plumber)
  • Honestly and accurately explain all aspects and data of your local business, including name, address, phone number, website address, business categories, hours of operation, and other features.

Things to avoid:

  • Create Google My Business Lists for unqualified entities
  • Misrepresent any of your primary business information, including “stuffing” your business’s name with geographic or service keywords, or creating false listing listings
  • Use mailboxes or virtual offices instead of the original street addresses
  • Abuse the review portion of the Google My Business listing, through false positive reviews of your business or fake negative reviews of your competitors
  • Gruesome and costly errors that may occur due to failure to read the exact details of Google’s instructions

Fulfilling user intent

Instead of violating these guidelines in an attempt to trick search engines into a higher order, focus on understanding and achieving the user’s goal. When a person is looking for something, try to get the desired result. Whether the answer he wants to know, the concert tickets that he wants to buy, or knowing its details, price, or the image of the cat he is looking for, whatever the search term or the keyword is, the content that the user is searching for is the “user’s goal” which he does not want to see inside your site or Your business.

If someone searches for “bands”, does he want to find bands, wedding bands, bands, or something else?

Your job as an SEO expert is to quickly provide users with the content they want in the format they want to see.

Common types of user desires:

Informational info: searches for information. Example: “What is the best kind of laptop for photography?
Navigational directions: searches for a specific site. Example: Apple site
Commercial Transactional: Looking to buy something. Example: good quotes for MacBook Pro
You can get a glimpse of the user’s intent by searching on Google for the desired keyword (s) and evaluating the initial search results (SERP). For example, if someone searches for wedding photos, it is very likely that people will search for pictures of brides during the wedding or even pictures of wedding suits.

Also rate the content provided by the first competitors on the first page of the search results that you do not currently display on your site. And how do you provide 10x times the content? Double the value of the content in general

Providing high-quality, relevant content on your website will help you rank higher in search results, and most importantly, it will build credibility and trust between you and your online audience.

Before doing any of this, you must first understand the goals of your website to implement the SEO Professional plan.

Know the goals of your site or your customer
Each location is different, so take the time to understand the business objectives for a particular site. Not only will this help you decide which areas to focus on when SEO, where to track conversions, and how to define criteria and important factors, but it will also help you create discussion points for negotiating SEO projects with clients.

What will your KPIs measure for return on investment? More simply, what is your metric for measuring the success of your efforts on search results? You will need to keep it in front of you all the time, even if it is that simple:

Here are some common KPIs that you can start with:

  • Sales
  • Downloads
  • Enter the email signups
  • Fill out the Contact form
  • Phone calls

If your business is based on the ground, you will need to define KPIs for this business’s listings on Google as well. It may include the following:

  • Clicks-to-call
  • Clicks-to-website
  • Clicks-for-driving-directions

You may have noticed that things like “ranking” and “traffic” were not included in this list of KPIs, and this is intended because the goal of the business is other things that are more important than these factors.

“But wait a moment!” you say. “I came here to learn about ways to improve search engines because I heard that it can help me include me in the search results and also get targeted traffic, and you tell me that these goals are not important?”

Absolutely! I heard correctly. SEO can help your website get a higher ranking in search results and thus increase traffic to your website, it is just an arrangement and visits to your site and not a way to achieve your goal. There is not much benefit in exporting if no one clicks your site, and how great is the benefit when you increase the number of visits to your site if these visits do not achieve greater commercial goals than just a traffic on the site.

For example, if you run a “lead generation site” lead generation, would you prefer:

1000 monthly visitors and 3 people fill out the contact form? or…
300 monthly visitors and 40 people fill out the contact form?
If you use search engines to direct visits to your site for the purpose of “conversions”, we hope you choose this last option! Before embarking on SEO, make sure to clearly set your business goals, then use SEO to help you achieve them – not the other way around.

SEO works very well. When this is well done, it helps real companies achieve real goals that help in their success.

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