Everything You Need to Know About SEO


People often ask, what does SEO stand for? It refers to Search Engine Optimization, which is the process of enhancing the amount of website traffic and its quality. SEO services help website owners receive organic traffic from various sources such as image searches, video searches, news, and specific industry information.
It is crucial for a business to rank high on the search page results to receive this traffic. Moreover, it increases the chance of converting the traffic to sales. This article will look at everything you need to know about SEO, giving you an edge in your business.

Table of Contents

What's SEO?

Search engine optimization helps increase three crucial aspects of your website:

  • Traffic Quality: When SEO is done well, it ensures the people visiting your website want your products or services. 
  • Traffic Quantity: Search engine optimization increases the number of people visiting your website. An increase in quality visitors to the site helps grow your business.
  • Organic Search Results: Ranking high on SERPS or Search Engine Page Results means you receive traffic when users search for keywords linked to your business as you appear high on these results. You do not have to pay directly for this kind of organic traffic. 

SEO anticipates your clients’ questions and answers them before they ask them. You need to understand the customers’ intent when searching for the product and services you provide and tailoring the information on the website to suit this need. SEO digital marketing is the art of understanding the audience’s intent and providing solutions to specific problems. 

Types of SEO

Now that you know what’s SEO, it’s time to look at the types. Marketers combine various moving parts to achieve a higher page ranking. Ideally, you will encounter four types of search engine optimization in any industry:

  • on-page
  • Technical
  • off-page
  • local SEO.

Let us look at each case in detail.

On-Page SEO

On-page SEO entails the optimization of the content you post on your website, which includes texts, videos, and images. For you to rank high on the SERPs, you have to optimize this content. You should include the keywords the audience use when searching for your services or products. However, you can’t just fill the content with keywords. Remember that Google ranks pages that answer searchers’ questions meeting their needs.

on-page SEO

To improve on-page optimization, you need to conduct SEO best practices which entail:

  • keyword research
  • content optimization
  • title tag optimization
  • page performance optimization
  • internal linking

When you follow these SEO tips, you present quality content and UX, thus improving your ranking.

Off-Page SEO

Off-page SEO, also known as off-site optimization, refers to actions taken outside your website to impact the rankings. It involves content from other websites with a reference or links back to your website.

User perception of your site’s popularity, relevance, and trustworthiness automatically improve when you do off-site and on-page optimization. Working on your off-page SEO entails digital outreach and PR. Business owners need to search for related websites and link content with them. SEO experts use tools to help them achieve this objective.

Off-page optimization helps you create a good reputation improving the perception and your site’s popularity. You achieve off-page SEO by updating other pages, websites, or people on the internet about your business. You can also link content promoting your business. 

Technical SEO

Technical SEO

Technical SEO addresses your page’s aspects such as HTML code, speed, and user image optimization. It aims to improve your page functions, allowing the search engines to crawl and index it correctly. In addition, technical optimization looks at the site structure, mobile responsiveness, speed, security, and internal linking.

When done correctly, technical SEO ensures your site meets the modern search engine’s technical requirements. Following the set guidelines improves your page’s ranking.

Local SEO

The goal of local SEO is to rank your website for location-specific keywords. It is a combination of on-page, off-page, and technical SEO tactics. It also involves external directories and map optimization.

If you provide services for a specific region, your business needs local SEO. You also need to keep your directory listing updated and similar, manage reviews and optimize location pages.

Importance of SEO

All businesses need to invest in SEO management. Search engine optimization tactics and strategies are crucial for any business. Some of the reasons a company should invest in optimization include:

Increased Customer Time on Your Website

If you have optimized your website for the best user experience, the customers stay on your site longer. As a result, they get to know more about your products and services.

Builds Brand Credibility and Trust

If you have high-quality content, other websites link to you. As a result, you gain endorsements that build trust with your potential clients. You are also known as a credible source of information in your field.


Grow Local Leads

An optimized website for the local area helps you appear among the first search results. Hence, more potential customers near your location can find your business and contact or visit your premises.

More Relevant Site Visitors

Many SEO strategies entail improving your page, allowing only relevant visitors to visit the site. This ensures you appear in relevant searches, thereby generating quality leads.

Breakdown of SEO Basics

SEO requires time and action. You can’t see the effects of the changes you make immediately if you use the best practices. It is a compounded effect of daily actions with a long-term goal. Below are some of the approaches experts focus on to improve page ranking.


The Phrase’ content is king’ is often used when talking about google SEO success. It is a phrase uttered by Bill Gates in 1996, and it is now undisputed. Clients will always be happy when they find the information they need. Google endeavors to deliver the exact information the user wants within the shortest time possible.

As a result, you need to provide great content. Below are some elements of good content you need to keep in mind:

content writing
  • Quality: Today, many websites produce better content with optimized SEO and blogs linking back to the site to increase their rankings. Ensure you come up with quality content. If you find it hard to do so, you can employ an SEO company. You can also piggyback off information from other sites. However, you need to add more value or write the pieces in more depth.
  • Fresh Content: Research shows that websites that post often improve their search engine results. Apart from posting frequently, you can update the information on your site to enhance accuracy.
  • Intent: Google emphasizes users’ intent whenever they search content. The engine wants to know if a user is looking to know something, buy, or look through sites. You need to understand this information for SEO optimization.

Optimization is crucial in content creation. A search engine expert should know what they need to achieve with the information on the page. Understanding your readers or customer base helps you narrow down what they like or dislike. When creating content, remember many users have a short attention span. Keep the text simple and easy to read with headers and SEO-optimized images. Remember to keep content actionable. Users will respond to a call to action.

Keyword Research

Keywords are crucial for building links to your website. Therefore, keyword research and selection should be an ongoing project. Keywords are essential in ranking on search engines. They also inform business owners of the exact information people are looking for. There are various aspects of selecting keywords. They include:

  • Selecting the right keywords: A keyword may bring a lot of traffic to your site. However, it may not be relevant. You need to choose the keywords that bring in traffic that converts.
  • Analyzing competitor keywords: The ability to rank keywords depends on the competition.
  • Search Intent: You need to focus on what people are looking for. It can be what your site needs to get revenue-generating traffic.

If you want to select the best keywords, you can use research tools. However, you also need to understand what the user needs and deliver. Spying on the competition helps new business owners know the words to target.


Several aspects of your site’s HTML are involved when conducting SEO marketing. Such include tags, descriptions, and headers. Failing to optimize these aspects can affect your ranking adversely. HTML elements include:

  • Title tags: A title and an H1 tag are completely different. You find the title tag in the tab at the top of the browser when your page appears on google. It is the most visible heading in the search, often blue or purple. Ensure you use this section wisely.
  • Meta description: You find it below the title tag where you tell the user the information they will find after opening the link. It contains 160 characters, and you should optimize it with keywords.
  • Subheadings: You can add an H1 to your page. It is the title of the article displayed at the top. It informs Google what the content is all about.
  • Alt-text: It is text describing an image on your website. Often, many websites don’t use this feature. The alt text should indicate what the image is about, and you can insert the keywords.
  • URL slug: It is part of the URL telling search engines what the content is about. Insert keywords in this section.

It is crucial to make changes to your HTML during SEO optimization. Many online marketers use tools to help them make these changes. You can also use adjusted top-ranking content from competitors if you don’t find the best title tags. Avoid stuffing keywords into the HTML features because Google can penalize your website. Instead, use H1, H2, H3 headers to improve SEO.

Structure of the Site

As discussed earlier, you need to focus on technical SEO to improve your page ranking. Therefore, website architecture is a crucial aspect of SEO. It aims to improve loading time, mobile-friendliness and ensure a safe connection. As a result, you provide an unmatched user experience. Below are some elements of site architecture crucial to search engine optimization:

  • Ease to crawl: Crawl refers to when the search engines go through your site, determining what it is about. The search engines identify keywords and issues on the site and use the information to determine how to rank your page. If they index all the pages well on the site, they give it a good rating. It is advisable to create and submit sitemaps for your site to make the search engines crawl on the site.
  • Mobile-friendliness: Google and other search engines index mobile-first. You need a site that performs well on mobile devices.
  • Duplicate content: Though you can copy content on sites and post them to your website, you need to understand how duplicate content can hurt your SEO optimization plans. Understand the canonicalization problem to avoid the issue. Don’t have two or more URLs displaying the same content.
  • Page speed: There is a lot of emphasis on usability and the website’s speed. Search engines such as Google may penalize you if the site loads slowly.
  • HTTPS and SSL: Security is crucial when ranking pages on google. If the search engines perceive a page as sketchy or spammy, they do not award first-page ranking.  

During SEO optimization, ensure you understand Core Web Vitals; know what they are and how they affect ranking. Additionally, it is vital to have a sitemap and fix any duplicate content issues.


thumbs up

Trust is increasingly becoming crucial when ranking pages. Google checks to see if your site is legit. There are various elements of trust that you can leverage on your site:

  • Authority: Google checks domain authority and page authority to determine the overall site’s trustworthiness.
  • Age of the domain: Google looks at how long you have had the site when assessing trust. When conducting SEO digital marketing, ensure you are constantly updating content on your site to build trust.
  • Bounce rate: measures the number of people who viewed only one page on your site before moving on to another site. They also check how fast the content loads and the usability. Readers spend more time on a site that loads faster and looks good.

It takes time to build trust. However, you need to understand your users’ intent and ensure you give them what they want.


Links are still a vital factor search engines consider when ranking websites. Therefore, it is essential to use the correct tactics to ensure inbound and outbound links are correctly added when optimizing your website. Various elements of link building include:

  • Link quality: Quality is much more important than the number of links you add to your site. Reach out to relevant sources for high-value backlinks. Google can ignore many backlinks if they are spammy or have low quality.
  • Anchor text: It is the text linked to the link. It should appear as natural as possible in the article. An SEO professional can create various types of text. Avoid many texts with “Click Here”. Instead, you can write an article and anchor the text with a link.  
  • The number of links: The goal is not to have many links on your website. However, SEO aims to create quality backlinks that can scale over time.

Though links help improve your ranking, you need to avoid a few mistakes. First, you need to know where the links come from. Ensure the page you link to has good usability and interface design. When link building, you can’t take shortcuts and succeed. Remove links that harm your site using Google tools like Console. Additionally, remember to link internal content.

Social Media

SEO also has social factors. Good optimization on social media sites can help you rank high. It can be through PR boost and social matters. Its elements include:

  • Share quality: You need to do SEO marketing and social media hand in hand. They inform the search engines how great your site is. Shared content on social media informs google that your website is trustworthy.
  • The number of shares: Every marketer dreams of creating a viral post. Making great content brings you closer to this dream. The content should outperform short-term goals. Ensure people will enjoy reading the articles.

If you want to improve shares on social media, you need to create great content. When you provide valuable content, people will engage with it, and Google will reward you with increased ranking. Additionally, you need to be consistent in your posts. The social media algorithm will have an issue with a page that posts once in three months. You need to have new content that you share regularly.

Black Hat Vs. White Hat SEO

There are two categories of SEO: black hat and white hat, which depend on the motive behind the techniques and practices. When the strategies aim at providing value, it is known as white hat, and black hat SEO uses malicious methods.

Black Hat SEO

These SEO strategies go against the search engine guidelines while ignoring human audiences are black hats. These tactics trick and manipulate the search engines leading to higher ranks. These tactics include:

  • Keyword stuffing
  • Automating content
  • Cloaking
  • Linking schemes

Search engines have improved their systems to find and penalize websites that use these tactics. They lower the website’s rankings, lowering their visibility or removing the cases from the web index. These penalties are costly, and they cost money. The limited short gains are not worth it, and you should invest in white optimization.

White Hat SEO

These are ethical methods using SEO best practices. It makes the internet a good place for users. These strategies follow the indicated search engine guidelines, and they focus on optimization for the user, not the search engine. As a result, the page’s ranking increases; such practices include keyword research, UX optimization, and link building.  

How Long Does SEO Take?

On average, SEO takes about 90-180 days to start working. However, the duration can change as it is affected by competitiveness and the popularity of the targeted keywords. Ranking for highly competitive keywords can take about six months to a year for you to see the results. However, it is advisable to keep ranking after this period because as many people visit your site, Google improves in learning the search intent. It is good to take time to follow the best practices when you start optimization.

SEO and Algorithm Updates

Search engines such as Google have algorithms they follow to rank websites. It is a set of operations that the engines perform to rank websites based on user queries. Though these algorithms are constantly changing, making great content with relevant keywords and building quality backlinks helps maintain your website ranking.


SEO optimization has many aspects and moving parts that you need to balance for a successful high-ranking business website. They include keyword research, optimizing a user’s experience, building links, optimizing local search, and creating valuable and long-lasting content. You can work with an SEO company to handle these aspects. Quality search engine optimization can help increase traffic to the site and increase the quantity. Marketers and business owners have to follow the guidelines to achieve longtime success.