Search Engine Optimization Complete Beginner’s Guide

What is SEO?

SEO stands for “search engine optimization.” In easy words, it means the process of enhancing your website to increase its visibility for related searches. The more reliable visibility your pages have in SERP, the higher possibility you are to earn attention and attract prospective and current clients to your business.

How does SEO work?

Search engines such as Google and Bing use Crawler to crawl pages on the web, moving from website to website, collecting data about those pages, and placing them in an index. Next, algorithms analyze pages in the index, getting into 100 ranking factors or signs, to define the order pages should look in the search results for a given query

Search ranking factors can be analyzed as proxies for features of the (UX) user experience. For example, content features and keyword research are key factors of content optimization, and crawl ability and mobile-friendliness are essential site structure factors.

The search algorithms are created to surface relevant, authentic pages and provide users with an effective search experience. Optimizing your website and content with these factors in mind can help your web pages rank higher on the search engine result page(SERP).

Why is SEO essential for marketing?

SEO is a fundamental part of digital marketing because people convey trillions of searches every year, often with marketing intent to discover information about products and services. Search is usually the primary source of Online traffic for brands and complements different marketing ways. Good visibility and higher ranking on the search engine results page than your competition can have a physical impact on your bottom line.

What goes into SEO?

To know the actual meaning of SEO, let’s divide that definition down and look at the parts:

  • Quality of traffic. You can bring all the visitors in the world, but if they’re growing to your website because Google shows them you’re a resource for Apple computers when you’re a farmer selling apples, that is not quality traffic. Alternatively, you want to bring visitors who are genuinely interested in the products that you offer.
  • Quantity of traffic. Once you have the right people clicking over from those search engine results pages (SERPs), more traffic is better.
  • Organic results. Ads make up an essential part of many SERPs. Organic traffic is any traffic that you don’t have to spend on.

Types of SEO

  • White Hat SEO:  Applies to all the optimization methods which remain by Google’s Search Engine Guidelines.
  • Black Hat SEO: This is the correct opposite of white-hat SEO in that it gets and takes the benefit of any loopholes or gaps in Google’s search algorithm to rank properly on its SERPs. 
  • Grey Hat SEO: White Hat + Black Hat = Grey hat 

It is usually used by SEO companies due to pressure to see quick results from a consumer and drop in between white and black hat SEO in terms of appearance.

  • Negative SEO: This is made to make your competitor’s search rankings hurt so that you can take their place or profit from it.

Process of SEO

  • On-Page: All the measures you need to make your web page rank greater on search engine results pages (SERP) fall below On-Page SEO.
  • Off-Page: This refers to everything you do outside of your site to check better and highlight more powerful up in Google’s SERPs.
  • Technical: It is mainly to help search engine bots successfully crawl, understand, and index all the pages of your website for future performance.

What is Local SEO?

Local SEO is a search engine optimization (SEO) method that helps your business appear more prominently in Google’s local search results.

Local SEO can assist any firm that has a physical location or serves a geographic area. Local SEO can help you expand your business if you search Google for any essential keywords linked to your business and a map with three listings shows beneath it (also known as a map pack).

To understand local SEO, though, you must first grasp how Google works.

Local SEO follows a distinct trend.

What about organic local search results? Google discovered that consumers looking for particular types of companies require results from their immediate area after examining the behavior of users throughout trillions of searches. That’s why Google’s local search algorithm includes a proximity factor, which means Google considers your location when you search for a local phrase (a query with local intent). This occurs even when the searcher does not mention a city name or the phrase “near me” in their query.

For example, if you’re at work and want a pizza delivered for lunch, Googling “pizza delivery” returns a list of locations near your office in its local SERPS (search engine result pages).

However, if you conduct the same search from home, you will see a completely different set of results. This makes logical given that you require a pizza delivered from a nearby location.

Local search has been around for a long time, but it was limited because people mainly used desktop computers. However, with the recent increase in mobile internet connectivity, mobile search has increased, making local SEO crucial for the success of any business selling local products or services, as well as local marketers.

What is important for local SEO?

What exactly does this mean for search marketers? While the local map pack appears within the usual Google organic search listings, the primary Google search results for local rankings and the local map pack results are powered by independent algorithms. As a local business, you have the option of appearing in both the regular organic search results and the local map pack.

If you’re new to online marketing for your business, one of the most difficult problems is determining where to focus your efforts.

Moz, a marketing analytics software business, publishes its annual Local Search Ranking Factors survey, which comprises the top 35 to 40 local SEO professionals from across the world. Its findings offer the most insight into the elements that drive local search visibility.

Localized content and local link popularity are factors, just as they are in Google’s traditional search algorithm, so it’s important to create local landing pages for each of your locations–especially if you have multiple locations–where you should include not only your business name but also details like address and phone, as well as optimize their titles, tags, meta descriptions, and follow SEO best practices. This should be factored into your content marketing and link-building plan as well.

Furthermore, location-based factors such as having a business listing in Google My Business, local citations from data aggregators, and review signals – which should be published by your local customers – are taken into account in your local SEO rankings and, as a result, you should include them in your local SEO efforts.

It’s also worth noting that there are local SEO tools that can assist you in developing locally oriented SEO audits, such as developing keyword research focused on your local audience, building citations, managing Google My Business listings, business profiles, and Google posts, and even monitoring your inclusion in local packs.

Website content is important, as it is in Google’s traditional search algorithm, but location-based variables such as Google My Business, citations, and review signals are also taken into account.

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