SEO Basics: A Comprehensive Guide for Beginners 

Most people start their online journey with a search engine, and Google is the most popular choice. In fact, around 68% of online experiences begin with a search engine, and Google alone drives over 92% of global search traffic.   

While paid ads provide instant exposure, they’re costly. Additionally, many users trust organic search results more. 

Getting started with SEO can seem overwhelming. With all the technical jargon and ever-changing Google rules, it’s easy to feel lost. But don’t worry, this guide will simplify the process. 

We’ll cover the basics, from choosing the right keywords to optimizing your website’s structure and content. 

By the end of this guide, you’ll have the tools to attract more visitors naturally.

Let’s get started! 

What is SEO? 

SEO, or Search Engine Optimization, is the art and science of improving a website’s visibility on search engines like Google and Microsoft Bing. Unlike paid ads, SEO strategies focus on securing higher rankings in organic (unpaid) search results. 

With Google processing over 8.5 billion searches daily, SEO offers immense opportunity for businesses looking to reach people looking for solutions, services, or products.   

Here are some benefits that come with a good SEO strategy: 

• Increases online visibility. Higher rankings mean more exposure; the top organic result on Google captures about 27.6% of clicks. 

• Improves credibility and trust. Users trust organic results, so SEO helps build authority and credibility in your field. 

• Reduces long-term costs. SEO drives “free” traffic, offering a sustainable source of regular visitors without constant ad spending. 

How does Google search engine work? 

Search engines like Google use automated programs called crawlers, or “spiders,” to scan the web and gather information from millions of websites. These crawlers follow links from page to page and collect data to store it in an index—a massive library catalog where search engines keep all the information, they find online. 

When people search for something online, Google uses this library to find the most relevant pages and rank them based on quality and relevance to your search. 

Here’s how it works: 

1. Crawling. Google “spiders” will crawl online web pages to index their content. For Google to easily find your content, a site map is a must-have. It tells Google where to go and what to look for on your website, like how maps work.  

2. Indexing. Once Google finds your pages, it downloads its data—such as text, images, videos, and files—and stores the information in its index. 

3. Serving search results. When a user enters a query (e.g., “best keto diet”), Google retrieves data from the index. It looks for relevant terms and ranks the results based on quality and relevance to the user. 

The anatomy of a SERP 

What happens after you click “Search” on a search engine? 

You’re taken to the SERP, or Search Engine Results Page—the page that shows up after you type in a search on Google. Its job is to help you quickly find the most useful information for what you’re looking for. 

(Note: We’re using Google as our example here, as it holds roughly 79% of the global search engine market share.) Each SERP may vary based on what you’re searching for, but generally, you’ll see these main types of results: 

• Paid Ads (PPC, Pay Per Click). These results appear at the top because advertisers pay for high placements, so they’re often the first thing users see. These are usually labeled with “Sponsored” on the results page. 

• Organic Search Results. Organic results aren’t paid for; instead, they appear higher or lower on the page based on SEO quality. 

Both paid and organic results can appear as: 

• Basic Search Results. These are simple links with metadata (the description under the URL). However, basic results don’t include extra visuals, such as images or products.

• Enriched Search Results. Enriched search results are the most common type of page you’ll see after searching, though they may look different depending on your search and Google’s updates. These results include more than just basic links. You’ll often see paid ads, local business listings, product carousels with prices, and sometimes a “People Also Ask” section that answers popular questions about your search. 

Google regularly changes how these enriched results look to keep them helpful and relevant, so the layout might vary. These extra features make it easy to find what you need right from the search page. 

For instance, clicking a local result will take you to a page with details about nearby businesses. 

Pro tip: If you have a business, claim your “Google My Business” listing so you can control and edit information displayed about your business. “Add missing information” isn’t a good look when trying to attract visitors to your site. 

Before we continue, when was the last time you performed an online search to see how your business or website ranks? If you haven’t done that in a while, we recommend doing so. It’s a good idea to know where you stand in search rankings so you can better gauge your SEO efforts and improvements. 

How do you optimize for SEO?  

Here’s a beginner-friendly guide to get started with SEO: 

1. Keyword research. Find out what words your target audience types into Google when looking for businesses like yours. Check which terms get the most searches and make sense for your content. Then, naturally include these words in your website content to attract more visitors. 

2. Create quality content. Write content that actually helps your readers solve their problems or answers their questions. Focus on giving real value instead of just trying to rank high. When you provide useful information, people are more likely to spend time on your site and become regular visitors. 

3. On-page SEO. Make your content easy for Google to understand by using clear headings and descriptive titles. Write engaging meta descriptions that make people want to click. Add alt text to images so search engines know what they’re about. These small details add up to better rankings. 

4. Off-page SEO (Link Building). Get other trusted websites to link back to your content. Share your expertise through guest posts on industry blogs. When reputable sites link to you, Google views your site as more trustworthy, which helps improve your search rankings. 

5. Technical SEO. Keep your website running smoothly with fast loading speeds and a mobile-friendly design. Fix broken links quickly and organize your content in a logical way. A well-built website helps both visitors and search engines find what they need. 

We’ll cover each of these SEO steps in more detail below. 

Keyword research  

Keyword research involves identifying and analyzing the specific words and phrases that potential customers use in search engines. 

After submitting and indexing your sitemap on Google, it’s essential to optimize your pages with relevant keywords. Many websites struggle to attract traffic simply because they overlook keyword research.  

Imagine crafting an article on a topic only to discover that no one is searching for it—this misstep wastes your resources. Thoughtful keyword research helps avoid this by ensuring your content aligns with user demand. 

There are multiple methods to conduct keyword research. But before that, there are things that you should know about when you look for those: 

1. Search volume (how many people search for this term). Search volume refers to the average number of times a specific keyword is searched for within a given timeframe, usually monthly. It provides insight into the popularity and demand for a particular keyword among users. 

2. Competition level (how many other sites target this keyword). An estimate of how hard it would be to rank organically in search engine results pages (SERPs) for a particular keyword. It is often scored on a scale from 0 to 100, with higher scores indicating greater difficulty. 

3. Relevance to your content/business 

4. Search intent (informational, transactional, navigational). Search intent, or user intent, refers to the purpose behind a user’s search query. It identifies what users are looking to achieve when they enter a keyword into a search engine. 

3 ways to do keyword research for beginners  

Use Google search suggestions 

This method is free, so you don’t have to worry about spending money on software. It’s easy to use once you identify your niche or industry; for instance, “fishing rods,” you can start finding keywords that people are searching for using Google itself. Here’s how: 

1. Open Google
2. Type in a general term related to your niche, such as “fishing.” Google will suggest related terms that people commonly search for and give you ideas for targeting keywords.  

You can also narrow down to more specific topics within your industry. For example, try searching “how fishing rod” to see a range of keywords and topics you can target. This gives you insights into what audiences want to learn, compare, or buy, which you can use to shape content that directly addresses these needs. 

Additionally, you can explore more ideas from the “People Also Ask” section and the related searches at the bottom of the results page, which highlight popular questions and terms people search for on Google.  

After gathering keyword ideas, list them in a spreadsheet or save them in a document. Using these simple, cost-effective methods, you can generate tons of valuable keyword ideas without needing paid tools or software.   

This approach will help you stay organized and keep track of keywords as you refine your content strategy. 

Use keyword research tool 

There are a variety of free tools that exist to help you find keywords, like Google keyword planner. This tool allows you to search keywords and terms (and compare them against one another) to discover how well-searched those terms are.  

Unlike basic methods like Google search suggestions, which are great for brainstorming ideas, tools like Google Keyword Planner offer deeper data insights like: 

• Search volume data. Find out how many people search for a keyword, so you can focus on high-traffic terms. 

• Competition level. See how competitive it is to rank for each keyword. 

• Keyword forecasts. Get insights into keyword trends and performance projections to plan your content. 

This information can influence what keywords you use in your content. If there’s a term that’s searched a lot and relates to your content, use it. 

Here’s how to make the most of Google Keyword Planner: 

1. Go to Google Keyword Planner.  You’ll need a Google Ads account, but you don’t have to run ads to use the Keyword Planner. After signing in, select “Tools & Settings” and choose “Keyword Planner” under “Planning.” 

2.Select Discover New Keywords to begin. Enter a keyword related to your content focus—for example, “fishing rods.” You can choose your target location (e.g., United States) to ensure the data aligns with your audience. The tool will then provide a detailed list of related keywords, showing essential metrics like monthly search volume, and competition level, which helps gauge keyword difficulty and traffic. 

Note: When you’re starting out, prioritize keywords with low competition and moderate-to-high monthly search volume. These keywords offer a balance of visibility and accessibility, allowing your content to rank more easily while still reaching a broad audience.  

If you want more detailed, advanced features beyond what Google Keyword Planner offers, paid tools like Ahrefs or SEMrush may be worth considering.  

These tools provide deeper insights, including keyword difficulty scores, backlink analysis, competitor research, and content gap analysis.  

For businesses and sites targeting competitive keywords, investing in a tool like Ahrefs or SEMrush can be valuable for gaining a competitive edge in search rankings. 

Analyze competitor keywords 

Another effective strategy for keyword research is to look directly at your competitors’ websites. By examining the websites that are already ranking well in your niche, you can identify the keywords they are targeting and understand what is working in your industry. This approach can help you uncover valuable keywords that you might not find through traditional keyword research methods. 

How to do this: 

1. Identify competitor websites in your niche. Use Google to perform searches using broad and specific terms related to your niche to see which websites consistently appear in the top results. Compile a list of 5-10 competitor websites that rank well for your main keywords. 

2. Visit competitor websites and analyze content. Look at the homepage, product pages, blog posts, and other significant sections. Pay attention to recurring phrases and terms in headings, subheadings, and body text. View the page source to see the title tags and meta descriptions, which often contain targeted keywords. Jot down the prominent keywords and phrases you observe on each competitor’s site. 

3. Use SEO tools to extract keywords. To get a comprehensive list of the keywords your competitors are ranking for, utilize SEO analysis tools. 

• Free Tools: 

• Ubersuggest. Enter a competitor’s URL to see their top keywords. 

• Google Keyword Planner. Use the “Start with a website” feature. 

• AnswerThePublic. Discover questions and topics related to your niche. 

• Paid Tools (often with free trials): 

• SEMrush 

• Ahrefs 

• Moz Keyword Explorer 

• SpyFu 

Input each competitor’s URL into these tools to generate a list of their ranking keywords. 

4. Analyze and organize keyword data. Export and Download the keyword lists from your SEO tools. Gategories keywords and Group them into themes or topics relevant to your business.vUse metrics like search volume, keyword difficulty, and relevance to prioritize the keywords. Create a spreadsheet to organize the keywords, including columns for search volume, difficulty, and competitor ranking position. 

5. Identify content opportunities. Find keywords where your competitors rank but you don’t. Look for topics that your competitors cover extensively that you haven’t addressed. Consider the intent behind each keyword—is it informational, navigational, or transactional? Make a list of new content pieces or pages you can create to target these keywords. 

On-page SEO 

With your keywords ready, it’s time to put them to work through on-page SEO. This process focuses on optimizing individual pages to improve rankings and attract relevant traffic from search engines.  

Unlike human readers, search engines need clear structure and cues to understand your content’s purpose. 

Here are essential components of on-page SEO practices to help Google grasp your content effectively. 

Title tags 

Title tags are important because they dictate the display title on SERPs (search engine results pages). It’s likely the first thing people will see when they scan their search results, so a good title tag can draw them in and get them to click on the result. 

To make a good title tag, keep it under 60 characters, include the primary keyword naturally, and add a unique touch to make it engaging to readers. Avoid ALL CAPS and don’t stuff as many keywords as possible. Some characters take up more space than others, so you can use free title tag preview tools to help visualize what your title tag will really look like.  

Meta descriptions 

In addition to title tags, meta descriptions give you a second chance to grab attention on search engine results pages (SERPs). While title tags pull users in, the meta description acts as a brief pitch for your page. 

Although meta descriptions don’t directly impact rankings as per Google guidelines, it can help boost click-through rates.  

To create a good meta description, aim for 155-160 characters so it displays fully and includes a couple of relevant keywords naturally to reinforce the page’s focus. 

A clear meta description along with title tags quickly shows users that your page matches their needs, and they’ll likely click.  

Headings (H1, H2, H3) 

Headings are essential for organizing your content and for enhancing your SEO. The main heading (H1) should clearly convey the topic of the page and ideally include your primary keyword.  

Think of the H1 as setting the theme for the entire page, both for users and search engines. This helps Google understand the page’s focus and directs visitors to what they can expect. 

Beyond the H1, use H2 and H3 headings to divide your content into sections and subsections, which improves readability and accessibility. Proper heading structure is crucial because search engines use these tags to grasp the hierarchy and organization of information on the page.  

For example, H2s can be broad sections, while H3s break down details within those sections. By aligning your headings with user intent and search terms, you help search engines match your content to relevant queries, which can improve rankings and engagement. 

Content quality 

Creating high-quality, user-focused content is crucial for both user engagement and SEO success. Search engines prioritize content that’s relevant, informative, and well-organized, so aim to provide real value by addressing users’ needs directly.  

Rather than rehashing existing content, bring unique insights to the table. This can include original research, unique viewpoints, or detailed guides that demonstrate your expertise. Quality content establishes your site as a trusted resource and can help improve ranking performance over time. 

To maintain relevance, update your content regularly to reflect the latest information, trends, or findings in your field. Search engines favor sites that consistently offer fresh, accurate content.   

Consider repurposing older content by adding new information, refreshing data, or reformatting into different media like infographics or videos to keep engagement high. 

Note: Quality and relevance matter more than word count. Google doesn’t rank based on content length. However, naturally written, in-depth content with varied keywords often performs well. Use keywords naturally without stuffing to maintain readability and SEO. 

URL structure 

A clean, descriptive URL is important because it immediately communicates what the page is about to both users and search engines. So, how do you make sure your URLs work for you? The key is to display your page hierarchy clearly. 

When your URL structure reflects your site’s content hierarchy, it helps search engines crawl and index your pages more efficiently. It also makes it easier for users to understand where they are on your site. 

For example, this URL is clear and effective: 

www.domain.com/domains/transfer. It shows exactly what the page is about (domain transfers) and where it sits within the “domains” section of the site. 

On the other hand, a URL like this is confusing: 

www.domain.com/int489/trans74087. It’s a random mix of numbers that doesn’t tell either users or search engines where the page belongs. 

Short URLs are generally better, but they should still be descriptive. For instance, instead of using: www.example.com/12345, opt for something more meaningful, like: www.example.com/seo-tips. 

A clean and descriptive URL not only helps search engines understand your content but also makes navigation easier for your visitors. 

Images and Alt Text 

Images boost content engagement. Use descriptive alt text for each image to help both SEO and visually impaired users. Alt text helps search engines understand images since they can’t “see” them like humans do. This helps your images show up in Google Image searches. 

Keep your alt text clear and brief and use keywords naturally. Focus on accurate descriptions rather than stuffing keywords. Fast-loading, optimized images improve page speed, which helps SEO rankings and user experience. 

Using alt text and proper image sizes creates better accessibility and helps search engines understand your content. 

Internal Linking 

Internal linking (means connecting pages within your website). It’s essential for guiding both users and search engines through your site. By linking to other relevant pages, you create a clear navigation path that helps visitors explore your content easily while informing search engines how your pages relate to one another.  

This helps search engines understand the context of the page being linked to, improving indexing and visibility. Thoughtfully organized internal links also help establish a logical site structure, making it easier for search engines to crawl and rank your content effectively. Additionally, internal links can increase time spent on your site, as users are more likely to engage with relevant content, contributing to improved SEO performance over time. 

Here’s how to do internal linking properly. 

Good internal links: 

• Use clear descriptions like “best chocolate chip cookie recipe” or “tips for soft cookies” 

• Link naturally within your content 

• Connect truly related topics 

• Place important links near the top of pages 

• Include 1-2 links to key product pages in each blog post 

• Use varied anchor text (the clickable words) 

Bad internal links: 

• Generic text like “click here” or “read more” 

• Forcing links that don’t fit the content 

• Using the same anchor text for different pages 

• Too many links in one paragraph 

• Links that don’t help the reader 

Schema Markup 

Schema markup, or structured data, helps search engines understand your content better and display it in unique ways. By adding schema, you can make your content eligible for rich results—enhanced search listings that showcase additional information like ratings, FAQs, event dates, or product details. While schema doesn’t directly affect rankings, it can improve click-through rates by making your listing stand out among regular results. 

Implementing schema involves selecting relevant markup types that suit your content. For example, use Recipe schema for a cooking blog, Product schema for e-commerce listings, or Event schema for upcoming events. These elements make your content more appealing in search results, providing users with key information upfront. Google’s Structured Data Markup Helper is a useful tool for generating schema code, helping you add these enhancements effectively and potentially attract more traffic. 

Off-page SEO and link building  

Off-page SEO focuses on building your website’s authority through links from other sites, which tell search engines that your content is credible and valuable. Backlinks—or inbound links—are links from external websites pointing to your content.  

When reputable sites link back to your pages, it acts as a “vote of confidence,” suggesting to search engines that your content is reliable and worth referencing. The more high-quality backlinks you acquire, the more search engines recognize your site’s authority, potentially boosting your rankings. 

Link building happens in several ways: 

• Naturally when others find your content relevant and link to it. 

• Manually when you actively seek links by asking clients or associates to share your content. 

• Self-created links you add, like on social media or blog comments, are fine in moderation. Avoid excessive, spammy links, as this crosses into black-hat SEO practices. 

Building high-quality backlinks 

To acquire valuable backlinks, focus on content-based strategies like guest posting on reputable sites within your niche or promoting content on social media where it can attract natural links. Reaching out to influencers and industry-specific blogs can also help secure credible backlinks, enhancing your site’s authority. 

Pro-Tip: Write content that includes statistics, as many writers and authors search for reliable data. If you find unique statistics that others are looking for, your content is more likely to earn valuable links. 

Avoid Black-hat link-building techniques 

While earning backlinks is crucial, avoid black-hat techniques like purchasing links or using low-quality directories, which violate search engine guidelines and could harm your ranking. Focus on safe practices that naturally attract reputable links for sustainable SEO growth. 

White hat vs. Black hat SEO 

Black hat SEO tactics may seem to pay off at first, but just like with bad guys, what you do will come back to haunt you (like getting blacklisted from search engines!) Google, for instance, is constantly updating and refining its search algorithms. If it notices questionable behavior (like keyword stuffing) they’ll penalize those behaviors in their updates — so, that “hack” you used, like spamming keywords to rank on page 1, may work temporarily.  

However, that won’t work once the algorithm is changed, and you’ll lose your authority. Good SEO habits, or white hat SEO, won’t put you at risk of being penalized by search engines, so your authority will continue to climb. 

Technical SEO 

Technical SEO is all about making sure your website works smoothly and is easy for both people and search engines to use. While on-page SEO, off-page SEO, and keyword research focus on creating good content and getting links, technical SEO takes care of the “behind the scenes” parts that help your site perform better. 

If your site is slow, hard to use on mobile, or not secure, it can keep people from visiting and hurt your chances of ranking high on Google. By improving things like site speed, mobile-friendliness, and security, you’re making sure that search engines can find and show your content to the right people. Technical SEO builds a strong foundation, so your site is set up to succeed. 

Improve site speed 

A fast website keeps people interested. If your pages take too long to load, visitors might leave before they even see your content. Plus, Google prefers faster sites, so improving speed can help your rankings. Simple ways to boost speed include compressing images, using a content delivery network (CDN), and minimizing extra code that could slow things down. You can check your site’s speed and get suggestions using Google PageSpeed Insights. 

Optimize for mobile 

With more people searching on mobile devices than ever, your website needs to look and work great on smaller screens. Google also uses mobile-first indexing, which means it checks the mobile version of your site first when deciding rankings.  

Make sure your design adjusts to different screen sizes and test your site on a variety of devices. Google’s Mobile-Friendly Test tool can help you see how well your site performs on mobile. 

Secure your site with HTTPS 

HTTPS keeps your website safe by protecting the connection between your site and your visitors. Sites with HTTPS use SSL certificates to secure data, which makes users feel more comfortable and helps protect their information.  

Google also considers HTTPS a ranking factor, so switching from HTTP to HTTPS could help your SEO. Many web hosts offer free or low-cost SSL certificates to help you set up this security. 

Handle duplicate content 

Duplicate content—when the same information appears at more than one URL—can make it harder for search engines to know which page to show in search results. This can mean search engines don’t know where to direct traffic, which can impact your rankings. 

To fix this, you can use canonical tags or 301 redirects, but how you do this depends on the platform you’re using to build your website: 

• Canonical Tags. A canonical tag is like a “main page” signal for search engines. If you have two or more pages with the same content, you can place a canonical tag on the duplicates to point to the primary page. On most website platforms, this involves editing the page settings or adding a code snippet in the page’s HTML header. For example, if your website uses WordPress, plugins like Yoast SEO let you set a canonical URL directly in the page settings without needing to code. 

• 301 Redirects. A 301 redirect automatically sends visitors and search engines from one URL to another. Setting up a 301 redirect varies by platform: many content management systems, like WordPress or Shopify, have built-in tools or plugins that let you redirect pages by entering the original and destination URLs. For custom sites, this usually involves adding redirect rules to your server’s configuration file, like .htaccess for Apache servers. Setting up these redirects makes sure all visitors and search engines end up on your preferred, main page. 

Using these methods keeps all your traffic going to one version of your content and helps improve your SEO by showing search engines a single, clear version to prioritize. 

Can I measure my SEO efforts? 

You certainly can! And with Google Search Console — it’s free. 

Google Search Console gives you deep insight into your website. You can discover how people are getting to your site — where they’re coming from, what device they’re using — and what the most popular, or heavily trafficked, pages of your website are. The Search Console allows you to submit your sitemap or individual URLs for search engine crawling, alerts you to issues with your site, and more. 

If you haven’t used it before, don’t fret. Click this link to get to the Search Console. Then, click “Start now.” On the next page you’ll need to input your Domain(s) and/or URL Prefix(es.) If you choose the Domain option, you will have to verify your pages using DNS to prove that you’re the owner of the domain and all its subdomains. Verifying your site and pages is for your security. Google Search Console provides great insight into your website and that’s the only information you should have.  

By requiring verification, Google ensures a competitor won’t have access to your website data. If you choose the URL Prefixes method, you’ll have a few options to verify your account; you can upload an HTML file (a bit more advanced, and requires access to a site’s root directory), or if you already have Google Analytics set up you can verify your site on Search Console that way. This beginner’s guide to Google Search Console by Moz walks you through all the ways you can verify your site. 

What should I avoid when getting started with SEO? 

For every piece of good SEO advice out there, there are a few bad pieces floating around. No matter whose friend’s cousin’s uncle tells you it’s a good idea, avoid the following practices. 

Keyword stuffing 

Search engines are constantly improving and refining their algorithms to make sure the most valuable content is surfaced first. You can’t fool them by stuffing your content full of keywords and calling it a day. 

Duplicate content 

When the same piece of content appears on the internet in various places using different URLs, it’s considered duplicate content. It may seem like having your content available in more places, with different URLs, is a good idea — more ways for people to find you, right? — it isn’t. Duplicate content confuses search engines. Which URL is the primary or correct one for the content? Should they split the results and show half the searchers one URL and the other half another? What page, or URL, ends up getting the credit for the traffic? Instead of dealing with all of that, chances are you’ll suffer a loss of traffic because the search engine won’t surface all of the duplicates. 

Writing for search engines instead of people 

Search engines are in the business of getting the correct and best information to the people who need it, or search for it. If you’re writing choppy, keyword-stuffed sentences they’ll be pretty painful for a human to read, so they won’t. If you don’t have people reading or interested in your content, there’s no demand. No demand = poor search result rankings. 

Thin content 

You should never create content for the sake of creating content. Make sure it’s quality content — relevant to your audience and at least 1000 words long — so search engines are more likely to surface it higher on SERPs. 

Putting it all together 

If you work on improving your SEO tactics, your website and business will thank you. A good SEO strategy increases the likelihood of your content and pages displaying higher in search engine results. When your content shows up sooner in search results you get more website traffic and better-quality website traffic, after all, those are people already searching for what you have to offer. 

As you dive into SEO, remember to take stock of where your pages and content show up in SERPs today so you can gauge your progress and SEO results tomorrow. Use this introduction to SEO to help you write better content, create informative URL structures, and understand the SEO tactics to avoid. 

FAQs