Search Engine Optimization


For most of us today, when we need something—whether it’s an answer, idea, strategy, or service—we start by asking search engines. Google alone gets 3.5 billion searches per day. So just as tìm kiếm engines have become integral lớn our lives, so, too, has it become integral to many business sale strategies. In fact, organic search is considered to be the highest ROI channel by 49% of marketers.

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Organic tìm kiếm is just a fancy name for regular, non-ad search engine results, & the way marketers use organic search as a kinh doanh channel is through tìm kiếm engine optimization, or SEO.

So how can you use the power of tìm kiếm engines to grow your business? In this complete guide lớn SEO, you’re going khổng lồ learn everything you need to lớn know khổng lồ rank higher on Google, get more traffic to lớn your site, and improve your brand reputation.

Table of contents

What does SEO stand for?

SEO stands for tìm kiếm engine optimization. Let’s break that down in the context of your website.

Search: What people vì when they want to find an answer khổng lồ a question or a product or service that meets their needs.Search engine: A site (like Google or Bing) where a person can perform said search.Search engine optimization: What you vày to get said search engine to connect said tìm kiếm with your site.


What is SEO?

That’s all well và good, but you can tell me that RPA stands for robotic process automation and that doesn’t mean I know what RPA is.

So what is tìm kiếm engine optimization?

A formal definition of SEO:

Search engine optimization is a mix of technical and content practices aimed at aligning a trang web page with a tìm kiếm engine’s ranking algorithm so it can be easily found, crawled, indexed, và surfaced in the SERP for relevant queries.

A simpler definition of SEO:

SEO is about making improvements lớn your website’s structure and content so its pages can be discovered by people searching for what you have lớn offer, through tìm kiếm engines.

The simplest definition of SEO:

SEO is what you vì chưng to rank higher on Google & get more traffic to your site.

Yes, Google is just one tìm kiếm engine of many. There’s Bing. Directory search engines. Even Instagram is a search engine. But capturing 92% of the market share, the terms “Google” và “search engine” are synonymous for the intents & purposes of this post.


Benefits & importance of SEO

People are searching for any manner of things both loosely and directly related khổng lồ your business. These are all opportunities khổng lồ connect with these people, answer their questions, solve their problems, and become a trusted resource for them.

More customers: To get your site optimized, it has to target keywords—the terms your ideal customers/visitors are searching—meaning you’ll get more relevant traffic.Better reputation: Ranking higher on Google builds instant credibility for your business. If Google trusts you, then people trust you.Higher ROI: You put money into your website, and into the marketing campaigns that lead back khổng lồ your website pages. A top-performing site improves the fruits of those campaigns, making your investment worth it.

So whether you want more brand awareness, online visibility, leads, sales, or loyal customers, SEO is your answer.


SEO is your chance lớn get in front of potential customers at any stage of their customer journey.

Types of SEO

Google & other tìm kiếm engines take several factors into account when ranking content, & as such SEO has many facets. The vi xử lý core three types of SEO are on-page, off-page, và technical SEO:

On-page SEO: Optimizing the chất lượng and structure of the nội dung on a page. Nội dung quality, keywords, and HTML tags are the key players for on-page SEO.Off-page SEO: Getting other sites, and other pages on your site to link to the page you are trying to lớn optimize. Backlinks, internal linking, & reputation are your off-page MVPs.Technical SEO: Improving your site’s overall performance on search engines. Site security, UX, & structure are key here.

The above three types of SEO are used for websites & blogs, but they also apply lớn three subtypes of SEO:

While all three subtypes require all three chip core types of SEO, they bởi vary in how heavily they rely on each core type.


Image SEO relies heavily on technical và on-page optimizations while local SEO is more about off-page và on-page optimizations. 

How does SEO work?

So how does Google determine which pages to lớn surface in the search engine results page (SERP) for any given query? How does this translate into traffic lớn your website? Let’s take a look at how SEO works.

Google’s tìm kiếm crawlers constantly scan the web, gathering, categorizing, và storing the billions of website pages out there in its index. When you tìm kiếm for something và Google pulls up results, it’s pulling from its index, not the website itself.Google uses a complex formula (called an algorithm) to order results based on a number of criteria (ranking factors—which we’ll get into next) including the quality of the content, its relevance to lớn the tìm kiếm query, the trang web (domain) it belongs to, and more.How people interact with results then further indicates to lớn Google the needs that each page is (or isn’t) satisfying, which also gets factored into the algorithm.


In other words, SEO works like a complex feedback system—to surface the most accurate, trustworthy, and relevant results for any given search using input from you, Google, và searchers. Your role is khổng lồ produce nội dung that satisfies Google’s expertise, authority, and trust requirements (E-A-T), which satisfy its searchers’ requirements.

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SEO ranking factors on GOogle

So what are those requirements? What actually constitutes quality, targeted, EAT-friendly, và SEO-optimized content? Well, there are hundreds of Google ranking factors, and Google is also constantly evolving and refining its algorithm lớn continue providing the best experience possible, but there are 12 that should be prioritized.

According lớn FirstPageSage, these are the top Google ranking factors và how they are weighted:

Consistent publication of high-quality content (26%)Keywords in meta title (17%)Backlinks (15%)Niche expertise (13%)User engagement (11%)Internal liên kết (5%)Mobile-friendly/mobile-first (5%)Page tốc độ (2%)Site security/SSL certificate (2%)Schema markup/structured data (1%)Keywords in URL (1%)Keywords in H1 (1%)

But make no mistake about the factors at the bottom of this list. As you can see in the below chart, “Other” factors, like unlinked mentions, social signals, domain history, outbound links, & site structure, carry 1% weight. But given that there are at least 200 Google ranking factors; that’s at least 189 “other” factors that collectively biến hóa that 1%. In other words, those seemingly small factors, lượt thích keywords in URL, that on their own cosplay 1%, are not so small.


How to vị SEO: On-page optimization

Now it’s time khổng lồ talk about how to lớn actually do SEO—how to optimize your trang web for these factors so you can rank higher on Google và get more traffic. This requires a combination of on-page, off-page, và technical optimizations, so we’re going to lớn organize the steps in that manner. Here are your on-page optimization steps:

Start with từ khóa researchCreate chất lượng content targeting those keywordsPlace your keywordsOptimize your titlesOptimize your meta descriptionsInclude và optimize imagesInternal & external links

1. Start with seo keywords research

The first step in tìm kiếm engine optimization is to determine what keywords you’re optimizing for. These are terms that your ideal website visitors are likely khổng lồ type into Google or other search engines, and each page on your site should target a different từ khóa cluster so they don’t compete with eac.

How to vì chưng keyword research for SEO

These are your basic steps for finding the best keywords to target with your organic content:

Create your seed list: Start by listing out the words & phrases your ideal customers are typing into Google. Think about their interests, desires, pain points, and goals, & think in terms of the language they’re using, which may be different from what you (as the expert) use.Plug them into a keywords research tool: Keyword research tools will give you data around these từ khoá so you can see which terms you can conceivably rank for và where the best opportunities actually lie. Metrics include:Search volume: How many times that term is searched per month.Competition: How difficult it is khổng lồ rank for that keyword.


Try out’s (always) miễn phí Keyword Tool

You can refer to our more in-depth how-to on từ khóa research here.

2. Create quality content targeting those keywords

Your main navigation pages (homepage, about us, contact, products, services) will target keywords, but the bulk of your từ khóa targeting will come from long-form nội dung in the form of blog posts. Quality, SEO content is:

Aligned with the keyword’s intent: Make sure your content provides the information people are seeking when they tìm kiếm this keyword. This is why you should always search the keyword on Google first.Provides a good experience: It’s không tính tiền of overly aggressive pop-ups or CTAs or other distracting elements; uses images to depict concepts, và loads quickly & properly on all devices (more on this later in the technical SEO section).Reads naturally: Don’t keyword-stuff. Write lượt thích a human being speaking lớn your audience; not a content writer trying to optimize for a search engine.In-depth: Google isn’t interested in thin, duplicate, or low-value pages. This means 1,500-2,500 words of accurate, up-to-date, information.Organized: Use your heading tags khổng lồ indicate the hierarchy of information on the page.


3. Place your keywords

In addition lớn naturally in the body of your content, you’ll want to lớn place your keywords into specific spots on the page lớn indicate lớn Google what you’re looking to lớn rank for. This includes:

SEO title (title tag)Page title (H1 tag)At least two H2 headingsImage alt textImage tệp tin nameNaturally in the bodyURLMeta description


4. Optimize your titles

For any page on your website, you actually have two titles. The title tag is the title that appears on the SERP và is the single most impactful place you can put your keyword. The H1 tag is the title that appears on the page when you click into it. Whether or not these are the same depends on the page.

to optimize your titles, be sure to:Include the keyword: If you can vì chưng it in a natural và compelling way, add some related modifiers around that term as well.Have only one H1 per page: This should be your main headline, và H2s should be used khổng lồ label your main sections.Keep title tags to 55-60 characters: How much Google will show varies (it’s based on pixels, not character counts), so frontload with the keyword.Indicate value: What does a user get out of the page? This influences whether they click on it in the SERP or on your site, và whether they keep reading.


5. Optimize your meta descriptions

The meta description is the mô tả tìm kiếm that appears on the SERP below the title tag. Google doesn’t always show the one you’ve provided in the SERP; it likes lớn build its own based on the query, but it’s still important khổng lồ optimize for SEO. Google reads this mô tả tìm kiếm when crawling the page khổng lồ understand what it’s about.

To optimize your meta description:Include the keyword & related keywords if you can do so in a natural và compelling way.Keep it short: Ideal meta mô tả tìm kiếm length is 155-165 characters.Make it compelling: Remember, showing up in search results is just the first step! You still need khổng lồ get searchers khổng lồ click. Include a concise description, a clear benefit, & a điện thoại tư vấn to action, lượt thích ad copy!

Here’s an example of a real-world meta mô tả tìm kiếm in search results:


Meta descriptions = SEO “ad copy”

6. Include and optimize images

Images are a key player in SEO optimization. They keep users engaged with your pages, enhance the chất lượng of the information, và provide opportunities for you khổng lồ rank & generate traffic khổng lồ their host pages through image results. Plus, Google has increasingly been making the SERP more visual.

Here’s how to vì chưng SEO optimization for images:File name: Save the tệp tin name with the keyword, with dashes instead of spaces.Add alt text: alternative text text stands for the text alternative of an image, & it’s how Google “sees” an image on a page và detects its relevance to the keyword. It also makes your site accessible for screen readers, & if images break, the alt text will still appear. Don’t từ khoá stuff here. Imagine you’re describing the image lớn someone who can’t see it—that’s what it’s there for!Compress: Large images can slow down the speed of your site. Compress them to lớn reduce file kích cỡ and properly size them. You shouldn’t need images much wider than 1000px, but every site is different.

7. Internal và external links

When doing SEO for blog posts, you’ll want to add both internal & external links.

Internal links: link to other blog posts on your site in the nội dung of the post you’re writing—just lượt thích I did in that last bullet, using “high domain name authority” as my anchor text. This gives Google multiple pathways to lớn any given post, making your site easier khổng lồ crawl as a whole. How many lớn include here depends on the length of the post & the amount of other content you have available to links to. Keep the link relevant to the page và to the anchortext you use.