SEO. Search Engine Optimization. Everyone talks about it, but what exactly is it?

In short, SEO is the process of following best practices to rank high on search engine results pages organically (that is, without paying for it).

But what exactly do we mean by best practices? What basic SEO guidelines should you follow?

Consider this article a primer for the uninitiated, a back-to-basics refresher for those in the know, and a gap filler for those who kinda-sorta know a bit about SEO. You’ll come out the other side armed with better understanding of SEO and some tips for improving your website’s organic rankings.

SEO Basics for Beginners and Beyond

Good content and a solid understanding of SEO are crucial partners for website success. Good SEO can’t save a site with bad content. Good content can’t reach its audience if the SEO is poor. Both must evolve as audience wants and needs change with the market and search engines grow ever more sophisticated in their endless quest to better serve their users.

Why Is SEO Important?

• SEO keeps search results fair. Google caters to the user; it wants to deliver the most useful results. To do that, Google needs to understand your content and your website’s purpose. Think about what your business offers customers and what problems your products or services solve. Generate content that relates to those problems and your solutions. Determine your target audience and aim your content and SEO at that audience.
• Users trust search engines. If you’re at the top of search results, users will trust you. The higher you rank, the higher the click-through rate, the more traffic to your site. SEO is part of the user experience. If you’re easy to find and satisfy customers during their visits, they’ll come back.
• SEO is cost-effective. Businesses spend a lot for paid advertising. That’s great if you have the budget. If you don’t, SEO can generate quality traffic at no cost beyond employee time.

A Few Words About SEO Charlatans and Scoundrels

Many businesses struggle to attract quality organic traffic to their sites. The internet being the internet, misinformation about how to do that abounds online. Don’t trust just anyone on this important topic.

Take special care not be misled into the netherworld of Black Hat SEO, with its click-bait headings, keyword stuffing, and other deceptive practices. Ethical issues aside, those tactics just don’t work well these days. They won’t attract the right audiences, and Google is good at hunting down and punishing offenders.

Consult only with genuine experts as you strive to increase website traffic organically, ethically and productively.

What Strategies Should You Use to Drive Traffic?

Start with keyword research.

To generate content your target audiences want and need, find out how they search. Software such as SEMrush, Moz, Ahrefs, and Google Keyword Planner will give you keyword results with monthly search volume.

Once you’ve determined your target keywords, incorporate them into your content. Do so strategically but naturally. The old black-hat strategies of stuffing keywords into content (sometimes to the point of turning content into gibberish) or placing hidden text are obsolete.

The keyword tools mentioned above can show what keywords your competitors are using, how often people search for those terms, how expensive they are for pay-per-click, and they can point you toward related keywords.

Again, SEO is pointless without useful content. That content must share your expertise and build confidence that your business – sometimes through your content alone – can solve user problems. When your business goals and solutions align with keyword strategy and shine through your content, Google will recognize that and reward you with higher ranking.

The Complexity of Google’s Algorithm

Google’s algorithm changes frequently, and we digital marketers must keep up. Google caters to the user, not to your business goals. You must show Google that you are worthy – that you give its audience good stuff. An impressive domain authority score helps.

Moz originally developed the domain authority search engine ranking score. The search engines rate you directly, from 0 (bad) to 100 (perfect). You can get at that rating through sites such as Moz, Ahrefs, or SEMrush.

How do you raise your domain authority score? Invest time in content and build internal and external links. Internal linking involves connecting pages, especially the most important pages,  within your site. This helps Google understand the hierarchy of your site.

This does not mean linking every single page of your website to, say, your product page.

Link internally in natural ways. Make it easy for users to reach your most important pages. For example, if you have a blog that focuses on new product releases or industry trends, link to related articles published on your site. Such links serve as UX-enhancing navigation tools, which also help Google understand your website hierarchy.

External links, both inbound and outbound, connect to websites outside of your domain. Relevant outbound links tell Google that you genuinely want to help users get information they need. When an external site links to you, Google see it as an endorsement.

However, monitor websites that link to you. If a spam site with a low domain authority links to you, your domain authority will sink and, ultimately, your organic rankings will sink, too. Google doesn’t want you hanging out with the wrong crowd.

By Northwoods Team

Related Blog Posts

SEO Field Guide: Techniques to Drive Organic Traffic

Increasing your site's organic traffic is not easy and does not happen overnight. It takes time and effort to see long-lasting results. If you need guidance or help to improve your site's visibility, traffic, and overall digital presence, follow these tips.

SEO Field Guide: What is Local SEO and How Can It Help Your Business?

Optimizing your website for local searches - those made in the state, city, town, or even neighborhood where you attract and serve customers or clients - can be extremely beneficial for many businesses. As with real estate, local search is all about location, location, location! Here's how to optimize your site to drive more local business.

Does Page Speed Really Impact Rankings?

When it comes to websites, users want both content and functionality - and they want them fast. Google understands this need for speed, considering it one of three elements that make up its Core Web Vitals. But just how much of a role does site speed really play in your rankings?