SEO 101 - Search Engine Optimization for Beginners
What is Search Engine Optimization (SEO)?
Every business aims to make a profit.
With the rise of e-commerce, your website’s success directly impacts your bottom line. Unlike a physical store, your website’s “location” on Google is crucial. Securing top positions on Google is akin to having prime real estate, like a ground-floor spot in a popular mall.
Basically, SEO is the collection of techniques and strategies used to change your website’s ranking on search engines like Google for relevant keywords. Think of SEO as an art—there’s no one-size-fits-all formula. It sometimes requires trial and error, A/B testing, and, often, a lot of patience. Keyword rankings can be volatile, a phenomenon known as the Google dance.
Google is believed to consider over 200 factors when ranking websites. Since Google frequently updates its ranking algorithm, staying current is essential.
Keywords Research
Keywords, or search queries, are the terms that potential customers are likely to type into Google before arriving at your website. At Hire4SEO, we understand that choosing the right keywords is crucial; a misstep here can derail your entire SEO strategy. If you select the wrong keywords and focus your efforts on ranking for them, you might achieve high positions on Google, but you could still fail to attract meaningful business.
Think of it like securing a prime spot in a mall: if your store sells electronics, but you’re situated in a section known only for apparel, you’re unlikely to see much success. In the same way, identifying the right keywords is the cornerstone of SEO success. Unfortunately, this is where many digital marketers stumble.
How to find the best keywords?
Every website has a set of ideal keywords that can make all the difference when it comes to ranking. There isn’t a strict rule on the number of keywords you should focus on, but it’s helpful to categorize them into two types:
- Primary Keywords
- Secondary Keywords
Primary keywords are the terms most relevant to your business and should encompass your entire website. These keywords are best targeted on your homepage. Secondary keywords, on the other hand, are more specific and should be targeted on relevant category, product, or landing pages.
To find these keywords, you can use free tools like Ubersuggest or Google Keyword Planner. Start by identifying the main product or service you offer—whether it’s mobile phones, shoes, digital marketing services, or software. Enter this term into one of these tools, and you’ll receive a list of related search queries. Download or save this data, and repeat the process if you have multiple products or services. Next, you need to identify keywords with the following traits:
Intent/Call to Action
Don’t just pick any keyword—focus on those that reflect a potential buyer’s intent. For instance, if you sell shoes online, a keyword like “Leather Shoes” may not be the best choice, as the searcher could be looking for images or general information rather than making a purchase. Instead, opt for keywords that suggest an intent to buy, such as “Buy Leather Shoes,” “Order Shoes Online,” or “Leather Shoes Delivered Houston.”
Search Volume
These tools will also provide an estimate of the monthly search volume for each keyword, along with the competition level. Ranking for low-search-volume keywords is typically easier, but they also bring less traffic. Conversely, high-search-volume keywords are more competitive but can drive significant traffic to your site. Choose wisely based on your goals.
Location
Targeting the right geographical location is essential. If you aim to sell products in the USA but base your strategy on data from the UK, the entire exercise could be counterproductive.
Once you’ve compiled your list of keywords, categorized them as primary and secondary, and identified the specific page on your website that each keyword will target, you’re ready to proceed. For example, your primary keywords might be assigned to the homepage, while 20 secondary keywords could be distributed across various product or category pages. By doing this, you ensure that each page has a focused target keyword, helping you achieve optimal SEO results. At Hire4SEO, we emphasize the importance of this foundational step to set your website up for success.
Title Tag & Meta Description
When you search something on Google, and the list of websites which you see are title tag and meta descriptions.
When you search for something on Google, the first thing you see in the list of results are the title tags and Meta descriptions for various websites.
The blue (sometimes purple) line you see is the Title Tag, the green text below it is the URL, and the subsequent lines are the Meta Descriptions for those websites.
Think of these elements as the advertisement for your website—they need to be flawless. Your visitors will only click on your site if they find this information relevant and compelling. This is a critical aspect of SEO, and you can’t afford to get it wrong. At Hire4SEO, we stress the importance of crafting effective Title Tags and Meta Descriptions for every page on your website. If your site has hundreds or thousands of pages, prioritize the ones with the most traffic or conversions. Follow these guidelines to get it right:
- Title Tag Length: The length of the Title Tag should be between 40 to 60 characters, including spaces. This ensures that your title is concise, informative, and fully visible in search results.
- Keyword Usage in Title Tags: Incorporate your targeted keywords into the Title Tag. Each keyword should appear only once, without repetition, and should be used exactly as it is. For example, if your keyword is “Send Flowers to India,” include it in full, without breaking it into parts.
- Title Tag Format: Write your Title Tags in phrases, separated by symbols like “|” or “-” to make them clear and easy to read.
- Meta Description Length: The length of the Meta Description should be between 120 to 160 characters, including spaces. This range gives you enough space to provide meaningful information without getting cut off in search results.
- Keyword Usage in Meta Descriptions: Like the Title Tag, your Meta Description should include the targeted keywords, used only once and exactly as they are. Avoid keyword stuffing and ensure the description reads naturally.
- Meta Description Format: Write Meta Descriptions in complete sentences—preferably two sentences that clearly convey the value of your page. End with a strong call to action such as “Order Now,” “Buy Now,” “Try Now,” or “Free Shipping.” This encourages users to click through to your site.
- Unique Keywords per Page: Ensure that each page targets a unique keyword. Do not reuse target keywords in the Title Tags or Meta Descriptions of other pages. This approach prevents keyword cannibalization and helps each page rank for its specific keyword.
For example, if miteyav.com, one of our clients, is targeting keywords like “audio visual rentals in New Orleans,” “audio visual rental equipment,” and “audio visual equipment rental service” for their homepage, these keywords should only be used in the Title Tag and Meta Description for that page. They should not appear in the Title Tags or Meta Descriptions of any other pages on the site.
At Hire4SEO, we emphasize that these on-page elements are foundational to your SEO strategy. Crafting them thoughtfully and strategically is essential to driving traffic and conversions, and ultimately, achieving online success.
Keyword in Content
When optimizing your content for SEO, it’s essential to use your targeted keywords strategically. At Hire4SEO, we recommend including the primary keyword at least once in the body content, ideally within the H1, H2, or H3 Heading Tags, and within the first 5-7 lines of your page. If you’re targeting multiple keywords on the same page, aim to incorporate all of them early in the content.
However, it’s crucial not to overuse keywords, which can lead to keyword stuffing—a practice that is frowned upon by search engines and can harm your rankings. In today’s SEO landscape, we advise using your main keyword only once within the body content. Instead, focus on using synonyms, known as Latent Semantic Indexing (LSI) keywords, and partial keywords throughout the page.
This approach not only prevents over-optimization but also signals to Google that your content is authoritative and relevant to the topic, improving your chances of ranking well.
Apply this strategy consistently across all your pages.
Moreover, we recommend ensuring that your homepage contains 1,000+ words, while the inner pages should have at least 400+ words. This word count helps to provide comprehensive content that can better serve your audience and satisfy search engines.
Mobile Responsiveness
With mobile devices accounting for 60% of all Google searches in 2018 (source: WordStream), it’s more important than ever to ensure that your website is fully mobile-responsive. A significant portion of your audience is likely accessing your site via mobile devices, and if your site isn’t optimized for mobile, you risk losing valuable traffic and potential customers.
Make sure your website functions smoothly on all types of mobile devices and browsers. This is a critical aspect of modern SEO, as Google prioritizes mobile-friendly sites in its rankings. You can check your site’s mobile responsiveness using Google’s Mobile-Friendly Test tool: Google Mobile-Friendly Test.
At Hire4SEO, we emphasize the importance of both keyword optimization and mobile responsiveness as key elements of a successful SEO strategy. By following these guidelines, you can enhance your website’s performance and ensure that it meets the needs of both users and search engines.
SSL Certificate
Page Speed
A slow-loading website is detrimental to your online success. In today’s fast-paced digital environment, users expect websites to load almost instantly—typically within 4-5 seconds. If your site takes longer to load, you risk losing potential customers who are unwilling to wait. A sluggish website not only frustrates users but also negatively impacts your search engine rankings. We at Hire4SEO, understand that speed is a critical factor in user experience and SEO. Ensure that your website loads quickly on both desktop and mobile devices to keep visitors engaged and reduce bounce rates.
You can evaluate your site’s page speed using tools like Google PageSpeed Insights or Pingdom Website Speed Test. These tools provide insights and recommendations for optimizing your website’s performance, helping you to deliver a faster, more efficient user experience.
Broken Links
A solid website architecture is essential for both user experience and SEO, and broken links can undermine this structure. Broken links lead to pages that don’t exist, creating a frustrating experience for users and sending negative signals to search engines. It’s important to regularly audit your website for broken links and fix them promptly to maintain a seamless navigation experience and preserve your site’s integrity.
You can check for broken links using tools like Ubersuggest, which will help you identify and resolve these issues effectively.
At Hire4SEO, we emphasize that maintaining a secure, fast, and well-structured website is critical to your online success. By addressing these key areas—SSL certificates, page speed, and broken links—you can ensure that your website not only meets the expectations of your visitors but also ranks higher in search engine results.
Other On-Page Factors
- When it comes to on-page SEO, it’s crucial to follow best practices that align with current search engine guidelines. At Hire4SEO, we recommend avoiding the use of bold or strong text excessively in your content. Instead, focus on utilizing headings effectively. Your website’s content should be structured like a well-organized thesis, with an H1 heading at the top, followed by relevant H2 and H3 headings, and a well-balanced mix of normal text throughout.
- Consistency in your domain’s Whois information is also important. The contact details listed on your website should match the Whois information associated with your domain registration. This adds credibility to your site and helps build trust with both users and search engines. You can verify your Whois information here: GoDaddy Whois Lookup.
- Another critical factor is having a functional sitemap submitted to Google Search Console. A sitemap guides search engines through the structure of your website, ensuring that all pages are indexed properly.
- Avoid deceptive practices like using small font sizes or foreground-colored text to hide keywords or manipulate rankings—Google’s algorithms are sophisticated enough to detect such tricks, and penalties can be severe.
- Keyword stuffing is another pitfall to avoid. Instead of cramming keywords into your content, use variations naturally within sentences throughout your page. Avoid listing keywords in a single sentence separated by commas or other delimiters.
- URL structure is important as well. Ensure that your URLs are concise and descriptive; overly long URLs can be cumbersome and may negatively impact your rankings.
- Additionally, your website should have essential legal pages, such as a “Privacy Policy” and “Terms of Use.” These pages not only protect your business legally but also enhance the credibility and trustworthiness of your site in the eyes of both users and search engines.
- Check for duplicate title tags or Meta descriptions and eliminate them, as these can confuse search engines and dilute your SEO efforts. Make sure your site doesn’t have thin content pages—each page should offer substantial value to your visitors.
- It’s also advisable to list your business on Google My Business, ensuring that the address and phone number match what’s on your website’s contact page. This consistency helps improve your local SEO efforts and makes it easier for customers to find and trust your business.
Off-Page Factors/Link Building
If On-Page SEO is the foundation of your SEO strategy, then Link Building is the lifeblood that sustains it. At Hire4SEO, we understand the critical importance of building high-quality backlinks to your site. Link Building involves securing backlinks from relevant, high-authority websites that point back to your own site. Imagine you’re in the business of selling leather shoes, and a reputable website in the sports shoe industry—like Reebok or Nike—mentions your website in their blog. This kind of endorsement can significantly boost your credibility and ranking.
Google evaluates the quality and relevance of websites that link to your site. High-authority backlinks from reputable sources, even if they are not in the exact same industry, can be incredibly beneficial. It’s important to prioritize quality over quantity. Ten high-quality backlinks from authoritative sites can outweigh 1,000 low-quality links. This is a crucial point where many SEO professionals, sometimes knowingly, make mistakes by pursuing volume over quality.
High Authority Domains & Pages
When it comes to SEO, the terms DA (Domain Authority), PA (Page Authority), DR (Domain Rank), and PR (Page Rank) all refer to the same fundamental concept: the authority and reputation of a website in the eyes of Google. At Hire4SEO, we understand the importance of securing backlinks from high-authority websites, as these links can significantly boost your site’s visibility and ranking.
To identify high-authority domains and pages, you can use various tools, including Chrome plugins or platforms like UberSuggest. These tools will indicate whether the domain you’re considering for a backlink has strong authority. Additionally, they will provide insights into the authority of the specific page where your link will appear. If the website has a Domain Authority (DA) or Domain Rank (DR) score of 40+ and is relevant to your industry, securing a backlink from it is a big win.
Anchor Texts
Anchor text is the clickable text within a hyperlink that directs users to your website. It’s crucial that your primary targeted keywords are included in the anchor texts of your backlinks. However, having all your backlinks use the same anchor text can be detrimental, as it might appear unnatural to Google. To avoid this, aim for a balanced mix: 70% of your anchor texts should include primary keywords, variations of those keywords, or your brand name, while the remaining 30% should use secondary keywords or other related terms.
When it comes to the distribution of links, it’s important to use both your homepage and inner pages as target URLs. A ratio of 70% for your homepage and 30% for inner pages ensures that your entire site benefits from the authority gained through backlinks.
No-Follow–UGC–Sponsored–Do-Follow Links
Backlinks are classified into several types, including No-Follow, Do-Follow, Sponsored, and UGC (User Generated Content) links. At Hire4SEO, we recommend focusing on acquiring Do-Follow links, as these are the ones that carry the most weight with Google. Do-Follow links essentially act as endorsements from the linking site, signalling to Google that your content is trustworthy and valuable.
While No-Follow, UGC, and Sponsored links have their place, they are less impactful in terms of SEO. The ideal mix for a balanced backlink profile is approximately 70% Do-Follow links and 30% from the other types. It’s important to note that starting from March 1, 2020, Google has indicated that No-Follow, UGC, and Sponsored links may carry little or no value, making Do-Follow links even more critical.
Classification of Backlinks
Backlinks can be obtained from various sources, and at Hire4SEO, we classify them into specific categories to streamline the link-building process:
- Press Release Websites
- Blog Creation Websites
- Direct Blog Posting Websites
- Guest Blog Posting Websites
- Article Posting Websites
- Profile Creation
While forums, classifieds, directories, and blog post comments can also be sources of backlinks, we generally advise against using them unless they are highly relevant to your industry. For example, if you’re in the business of selling leather shoes and come across a blog post on a high-authority site about leather shoe designs, it’s a prime opportunity to secure a relevant backlink.
The key to successful link-building lies in creating and posting high-quality content on reputable websites within your industry. By doing so, you can generate valuable backlinks that boost your site’s authority. Ensure that your anchor texts are varied and that you’re linking to a mix of pages within your site.
Finally, it’s essential to avoid purchasing backlinks. If you do opt to buy links, make sure they are clearly marked as sponsored. Google’s algorithms are becoming increasingly sophisticated, and trying to game the system can lead to penalties.
At Hire4SEO, we believe in playing by the rules and building a sustainable SEO strategy that delivers long-term results. Remember, Google is the ultimate judge, and it’s always better to stay on the right side of the guidelines to ensure your site’s continued success.
