SEO Basics: The Complete Guide to Ranking in 2024

Search engine optimisation is, in itself, a complex phrase. But, believe it or not, SEO can be stripped back to basics – and we’re here to show you how.

There’s no denying SEO is a hot topic. In the online marketing world, most of the brands you search for wouldn’t be so accessible without it.

By getting your head around SEO for beginners, you will create a wider audience for your product or service.

We know it’s important and useful – but what actually is it? We’ve broken down the basics so you can feel confident carrying out SEO for your business. 

SEO Basics: What is Search Engine Optimisation (SEO)?

Ultimately, SEO is responsible for giving people what they want. If a person Googles: ‘best hairdresser near me’, then Google will continuously re-evaluate its result pages to ensure they are providing the searcher with exactly what they’re looking for.

This therefore benefits everyone – Google for fulfilling their role as a reliable source, the customer for having their query answered, and the business for gaining recognition and traction.

The more valuable your website and its content is, the higher you will rank on the search engine results page (SERP).

This is why it’s important to put time and effort into optimising your website’s content. So that a search engine likes to show it as a top result for searches when users type in a certain phrase or keyword.

It’s not just five star reviews and popularity contests as you may have thought. SEO follows a specific, technical algorithm. Luckily for you – we’ve got the cheat sheet you need to crack the code.

SEO Basics: What are the Benefits?

Getting to grips with SEO basics will bring you many benefits. From enhancing your online positioning to encouraging repeat customers.

In fact, if you run an online business, Search Engine Optimisation (SEO) is one of the best areas to invest in. Any web-based company is essentially dependent on maximising traffic.

The cheaper this is, the better.

Luckily, organic search has about the best ROI of any customer acquisition channel.

The upshot of this is that SEO is the most cost effective way to find new customers for your business online. This is true for a number of reasons. Let’s take a look at some more specific benefits of SEO.

Create a Better User Experience

Good SEO leads to good user experiences. This can be achieved in a number of ways, such as providing your audience with useful, insightful information, high quality imagery and videos, easy-to-navigate web pages and seamless mobile-friendly website configuration. 

This may seem like a long checklist, but once you refine each of these components, your website will see a return on investment. These appeal to website visitors in a variety of ways. For example: the sleeker your website, the more people will trust you as a source of information, products and/or services. This is more likely to encourage lead generation and repeat customers.

Build Brand Credibility

If Google has ranked you on the first result page, it is like the ultimate seal of approval.

Usually, searchers will believe and trust Google’s recommendations. A massive 75% of searchers never click past the first page of results, as Google works hard to ensure they are answering questions as quickly and accurately as possible to surpass other competitive search engines.

Therefore, the harder you work to achieve that first page Google status – visitors will instantly think highly of not just your website, but also your business.

In turn, this brings a multitude of benefits, such as higher click-through rates and more tangible sales. 

Enhance your Presence Online

The better your SEO game, the better your chances are of being seen.

Boosting your online presence means searchers will become more familiar with your brand name. This leads to heightened brand awareness and therefore, higher levels of trust.

The more you are searched for, clicked on, shared or recommended – this puts you in a much stronger position online compared to your competitors.

SEO is what helps people dominate and succeed.

However, this is not an overnight fix – you need to make sure you are making yourself as searchable as possible. This involves using basic SEO techniques, which we will delve into further in this blog.

Increase Profitability

Good SEO basics lead to improved visibility and accessibility, which are key to making profit. When you think about the most lucrative phone brands, you instantly think of the company names, like Apple or Samsung.

Not only has their definitive technology got them there, but also their brand awareness through strategic marketing and clever SEO for beginners.

Dedication to even the most basic SEO heightens your chances are of being seen, recognised and therefore trusted. The more people see your business’s name, they become more familiar with you.

Combine this with Google’s stamp of approval with a high ranking, you will undoubtedly boost your profitability with SEO. 

Types of Search Engine Optimisation (SEO):

SEO is a comprehensive strategy, encompassing various techniques that work together to improve website ranking and visibility in search engine results pages (SERPs). Here’s a detailed breakdown of the three primary types of SEO:

1. On-Page SEO:

This involves optimizing the content and structure of your website to be easily crawlable by search engine bots and relevant to user queries. It primarily focuses on:

• Keyword Research and Optimization: Identifying relevant keywords users are searching for and strategically integrating them into your website content (title tags, meta descriptions, headings, body text, image alt text).
• Content Quality and Relevance: Creating high-quality content that is in-depth, informative, engaging, and addresses user intent.
• Internal Linking: Structuring your website with relevant internal links to improve navigation and website flow.
• Technical Optimization: Ensuring your website is mobile-friendly, has fast loading speed, and is free of broken links and technical errors.
• Image Optimization: Using descriptive filenames and alt text for images to improve search engine understanding.
• Structured Data Markup: Implementing structured data markup to provide clear and consistent information about your website content to search engines.

2. Off-Page SEO:

This involves building your website’s authority and reputation through external signals, primarily focusing on:

• Link Building: Acquiring high-quality backlinks from relevant and authoritative websites. Backlinks are considered “votes of confidence” by search engines and significantly impact website ranking.
• Brand Mentions and Social Media Engagement: Building brand awareness and positive online mentions through social media marketing, influencer outreach, and guest blogging.
• Local SEO: Optimizing your website and online presence for local searches, including Google My Business listing management, online directories listings, and local content creation.
• Public Relations and Brand Building: Engaging in public relations activities and building a strong online reputation to enhance website trust and authority.

3. Technical SEO:

This involves optimizing the technical aspects of your website to ensure search engines can easily crawl, index, and understand your website content. Key aspects include:

• Website Speed Optimization: Ensuring your website loads quickly on all devices, as speed is a crucial ranking factor.
• Mobile-First Indexing: Optimizing your website for mobile devices, as Google prioritizes mobile-friendly websites in search results.
• Structured Data: Implementing structured data markup to provide search engines with specific information about your website content, such as product information, events, and local business details.
• Crawlability and Indexation: Ensuring your website is readily accessible and indexable by search engine bots.
• URL Structure: Creating a clear and consistent URL structure for easy navigation and organization.
• Robots.txt and Sitemap: Utilizing robots.txt file to guide search engine bots and submitting a sitemap to inform search engines about your website content.

Each type of SEO plays a crucial role in achieving successful search engine ranking. By implementing a comprehensive SEO strategy that addresses all three types, you can significantly improve your website’s visibility and attract more organic traffic. Remember that SEO is a continuous process, requiring ongoing monitoring, analysis, and adaptation to stay ahead of evolving search engine algorithms and user behavior trends.

Search Engine Optimisation (SEO) for Beginners: How do I Rank Better?

SEO is complex to understand, yet the tactics are simple to incorporate into your strategy.

There are a few tips and tricks to help you improve your SEO, starting with the words you use.

Keywords

Keywords are fundamental to SEO basics. They are specific words and phrases that people type into search engines to find what they’re looking for.

This is where SEO for beginners can be a steep learning curve.

By using the correct keywords in your website content, whether this be informational pages or blogs, this will help make you more relevant and appear to be answering multiple queries associated with your business.

This makes you more valuable, which will help you rank higher.

Normally, people focus on primary and secondary keywords. Primary keywords are the main word people search for. For example: a primary keyword would be ‘clock’.

Secondary keywords add more detail and provide a better insight into a searcher’s intentions, which helps refine results. For example: the secondary keyword to ‘clock’ might be ‘alarm’, ‘digital’ or ‘wall’.

There are also other variations of keywords that you can include. These are semantic and longtail keywords. 

Semantic relates to the meaning behind language and logic. Semantic keywords therefore try to determine what users mean when they type a certain word or short phrase into a search engine.

For example: if you were to type in ‘burger’, Google would try to work out your intent behind your search. It would likely give you options for burger recipes, a local burger restaurant, or options for takeaway or delivery.

Therefore, to rank more highly, you should include semantic phrases of a particular keyword, to match as many intentions as possible.

Longtail keywords are keyword combinations that are longer than two words. These usually link to and support the main keyword, but in different variations.

This means that they meet the needs of multiple searches, depending on word selection. For example, longtail keywords could be: ‘listen to music online’, ‘free online music’ or ‘free music playlist’. 

Although they each have lower search volumes, this makes them easier to rank for, meaning you are more likely to rank for a specific query.

Readability

Content that is easy to read is essential for better SEO results. Search engines will privilege pieces of content where users spend longer on the page, as it indicates to their crawlers that the article has provided value to the searcher. If your content flows well and is digestible for the reader, then they will likely spend more time reading the full page. 

Good readability can be achieved in a number of ways. Short sentences, words with shorter syllables and simple language all help in making a web page or a blog more SEO friendly. This way, you can attract readers of all ages – helping you to expand your customer base.

Formatting

This might sound basic and like a no-brainer, but formatting plays a huge factor in SEO for beginners.

Ever been on a website where the content is lengthy, filled with clunky paragraphs, non-cohesive heading styles and irrelevant imagery? These all contribute to high bounce rates, which means people will take one look at a page, see its fault and close the site.

Formatting goes alongside readability. The top tips to remember are to keep paragraphs short (usually three sentences), keep your website style uniform (use the same font throughout your site) and include high quality images, graphics or videos to break up text.

We hope by providing you with these SEO basics, tips and tricks, that you will start to see more success for your business online.

If you want further advice or assistance with your SEO practice, simply contact us and we’ll be happy to help.

Technical Search Engine Optimisation (SEO) for Beginners

This is where many SEO newbies get frightened. It’s pretty common to hear the word technical and be intimidated, especially if you’re not the most computer savvy person around.

In reality, technical SEO is not that complicated.

Essentially, technical SEO is all about ensuring that your site is fast, secure and easy to navigate.

While there are plenty of free auditing tools out there, you may be just as well speaking to professionals about your technical SEO needs.

Search Engine Optimization (SEO): A Comprehensive Guide for Beginners

SEO, which stands for Search Engine Optimization, is the process of improving the visibility of a website or web page in search engine results pages (SERPs).

• Website traffic: According to a study by Statista, 97% of the average website’s organic traffic comes from search engines.
• Conversion rates: A study by Smart Insights found that websites that rank in the top 3 of Google search results have an average conversion rate of 7.24%, while websites that rank in the 7-10 position have a conversion rate of 1.54%.

Search Engine Optimization (SEO):

SEO, which stands for Search Engine Optimization, is the process of improving the visibility of a website or web page in search engine results pages (SERPs).

Keyword Research & SEO Checker

One of the most important aspects of SEO is keyword research. By identifying the keywords that people are using to search for the products or services that you offer, you can use them strategically in your website’s content, title tags, and meta descriptions.

An SEO Checker can help you with keyword research by analyzing your website and its content, and identifying keywords that you may be missing out on. It can also help you track your keyword rankings over time, so that you can see how your SEO efforts are paying off.

On-Page SEO & SEO Checker

On-page SEO is the process of optimizing the content of a website or web page to improve its search engine ranking. This includes factors such as keyword research, title tags, meta descriptions, headings, and content.

An SEO Checker can help you with on-page SEO by analyzing your website’s content and identifying areas where you can improve. It can also provide you with suggestions for how to optimize your content for search engines.

Off-Page SEO & SEO Checker

Off-page SEO is the process of building links to a website or web page from other websites. This helps to improve the website’s authority and trust, which can in turn improve its search engine ranking.

An SEO Checker can help you with off-page SEO by analyzing your website’s backlink profile and identifying opportunities to build more links. It can also provide you with suggestions for how to reach out to other websites and secure backlinks.

Technical SEO & SEO Checker

Technical SEO is the process of ensuring that a website is technically sound and crawlable by search engines. This includes factors such as website structure, sitemaps, and mobile-friendliness.

An SEO Checker can help you with technical SEO by analyzing your website’s technical infrastructure and identifying areas where you can improve. It can also provide you with suggestions for how to fix problems that may be hindering your website’s crawlability.

More In-Depth Explanation of the Different Types of SEO

• On-page SEO: On-page SEO is the process of optimizing the content of a website or web page to improve its search engine ranking. This includes factors such as keyword research, title tags, meta descriptions, headings, and content.
• Off-page SEO: Off-page SEO is the process of building links to a website or web page from other websites. This helps to improve the website’s authority and trust, which can in turn improve its search engine ranking.
• Technical SEO: Technical SEO is the process of ensuring that a website is technically sound and crawlable by search engines. This includes factors such as website structure, sitemaps, and mobile-friendliness.

Specific Examples of SEO Strategies

• Keyword research: Keyword research is the process of identifying the keywords that people are using to search for the products or services that you offer. Once you know what keywords you’re targeting, you can use them strategically in your website’s content, title tags, and meta descriptions.
• Content creation: Create high-quality, informative, and engaging content that is relevant to your target audience. This will help to attract more visitors to your website and improve your search engine ranking.
• Link building: Build backlinks from other websites to your website. This is one of the most important factors for improving your search engine ranking.
• Mobile-friendliness: Ensure that your website is mobile-friendly. This means that it looks good and is easy to use on mobile devices.

Latest SEO Trends

• Mobile-first indexing: Google has announced that it is now indexing websites with a mobile-first approach. This means that they will crawl and index the mobile version of your website first, instead of the desktop version.
• Experiential search: Google is increasingly focusing on experiential search, which means that it is trying to understand the user’s intent behind a search query. This means that you need to create content that is relevant to the user’s intent, and that provides a positive user experience.
• Natural language processing (NLP): Google is using NLP to better understand the meaning of search queries. This means that you need to create content that is clear, concise, and easy to understand for humans and machines alike.

How to Measure the Success of SEO Campaigns

• Track website traffic: Use Google Analytics to track the number of visitors to your website from organic search.
• Track keyword rankings: Use a tool like Ahrefs or Semrush to track your keyword rankings in Google and other search engines.
• Track conversion rates: Use Google Analytics to track the number of conversions (e.g., sales, leads) that are generated from organic search.

Common SEO Challenges Faced by Website Owners and Practical Solutions

While the potential rewards of SEO are immense, website owners often face several challenges on their journey to the top of search engine results pages (SERPs). Let’s explore some of the most common SEO challenges and offer practical solutions to overcome them:

1. Keyword Research and Targeting:

• Challenge: Identifying the right keywords to target can be difficult, especially in competitive niches.
• Solution: Utilize keyword research tools like Google Keyword Planner, Ahrefs, and SEMrush to find relevant and high-volume keywords. Analyze search intent and user behavior to ensure your content targets the right audience.

2. On-Page Optimization:

• Challenge: Properly optimizing website content and structure for search engines can be complex and time-consuming.
• Solution: Conduct thorough keyword research and incorporate target keywords naturally into page titles, meta descriptions, headings, and body content. optimize website speed, mobile-friendliness, and internal linking structure.

3. Off-Page SEO and Link Building:

• Challenge: Building high-quality backlinks from authoritative websites can be challenging, especially for new websites.
• Solution: Create valuable content that attracts natural links from other websites. Implement guest blogging, social media promotion, and other link-building strategies. Use tools like Ahrefs and Moz to track your backlink profile.

4. Content Creation and Consistency:

• Challenge: Regularly creating high-quality content that meets user needs and search engine algorithms can be demanding.
• Solution: Develop a content calendar and plan your content strategy in advance. Focus on creating valuable and informative content that resonates with your target audience. Establish a consistent publishing schedule to maintain search engine visibility.

5. Technical Issues:

• Challenge: Identifying and resolving technical SEO issues like website speed, broken links, and mobile responsiveness can be technical expertise.
• Solution: Utilize website audit tools like Screaming Frog and Google Search Console to identify and fix technical SEO issues. Consider seeking professional help from an SEO specialist if needed.

6. Algorithm Updates:

• Challenge: Search engine algorithms constantly evolve, requiring website owners to adapt their SEO strategies accordingly.
• Solution: Stay updated with the latest SEO trends and algorithm updates. Regularly review your SEO performance and adapt your strategies as needed. Utilize resources like Google Search Central and industry blogs to stay informed.

7. Measuring and Tracking Results:

• Challenge: Tracking the effectiveness of your SEO efforts and measuring ROI can be complex.
• Solution: Utilize analytics tools like Google Analytics and Search Console to track website traffic, keyword rankings, and other key metrics. Set clear SEO goals and track your progress towards achieving them.

8. Competition:

• Challenge: Ranking competitively in crowded niches with established websites can be difficult.
• Solution: Focus on building a strong brand and creating unique value propositions that differentiate you from competitors. Utilize content marketing, social media marketing, and other strategies to build brand awareness and authority.

9. Budget Constraints:

• Challenge: Implementing comprehensive SEO strategies can require significant financial resources.
• Solution: Prioritize your SEO efforts and focus on the most impactful activities. Consider free or affordable SEO tools and resources. Utilize content marketing and other organic growth strategies to maximize your ROI.

10. Time Constraints:

• Challenge: Managing SEO alongside other business responsibilities can be time-consuming.
• Solution: Delegate SEO tasks to team members or outsource services to an SEO agency. Utilize SEO tools and templates to streamline your workflow. Focus on high-impact activities that deliver the most significant results.

2024 Predictions: Search Algorithm/Ranking Trends

As we move through 2024, the landscape of search algorithms and ranking factors constantly evolves. Here are some key predictions for the remaining months of the year:

1. Continued Emphasis on Quality Content:

• Google will continue to prioritize high-quality content that provides value to users. Content should be in-depth, informative, and engaging, addressing the search intent and user needs.
• Expertise, Authoritativeness, and Trustworthiness (E-A-T) will remain crucial, especially for topics requiring specific expertise.

2. Rise of Voice Search and Conversational Queries:

• With the increasing popularity of voice search, optimizing content for natural language and conversational queries will be crucial.
• Focus on long-tail keywords and answer-focused content that directly addresses user questions and intent.

3. Local SEO and Mobile-First Indexing:

• Local SEO will continue to gain importance, especially for businesses relying on local traffic. Optimize your website for local search with relevant keywords, Google My Business listing, and consistent NAP (Name, Address, Phone number) citations.
• Mobile-first indexing will remain the primary indexing method for Google. Ensure your website is fully responsive and optimized for mobile devices.

4. Video Search and Visual Content:

• Video content will continue to dominate search results, with YouTube playing a major role. Invest in creating high-quality videos that are optimized for search and user engagement.
• Other visual content, such as images and infographics, will also play a significant role. Utilize visuals strategically throughout your content to enhance user experience and engagement.

5. Artificial Intelligence (AI) and Machine Learning (ML):

• AI and ML will continue to play a more significant role in search algorithms, affecting ranking factors and search results.
• Optimize your content for semantic search and ensure it aligns with user intent and context. Stay informed about the latest AI and ML advancements in search technology.

6. User Experience and Engagement Signals:

• Google will continue to prioritize websites that provide a positive user experience and encourage engagement. Focus on website speed, mobile-friendliness, user interface design, and overall navigation.
• Metrics like bounce rate, time on site, and click-through rate will continue to influence ranking factors.

7. Focus on User Privacy and Data Protection:

• Google will continue to emphasize user privacy and data protection in its algorithms. Ensure your website complies with all relevant data privacy regulations and focuses on obtaining user consent for data collection.
• Utilize zero-party data and user-generated content to personalize experiences while respecting privacy concerns.

8. Sustainability and Environmental Impact:

• Google may start incorporating website sustainability and environmental impact into its ranking factors. Consider implementing sustainable practices on your website and highlighting your commitment to environmental responsibility.
• This could become increasingly important for users who prioritize ethical and sustainable businesses.

9. Rise of Niche-Specific Search Engines:

• Niche-specific search engines catering to specific industries and interests may gain popularity. Consider targeting relevant niche search engines in your SEO strategy.
• Tailor your content to the specific needs of your niche audience and utilize niche-specific keywords for better visibility.

10. Importance of Adaptability and Continuous Learning:

• The search engine landscape is constantly evolving, requiring website owners to be adaptable and continuously learn about the latest trends and updates.
• Regularly monitor your website performance, analyze data, and adapt your strategies based on the latest algorithm changes and user behavior trends.

SEO basics FAQ:

Q: What is the difference between on-page, off-page, and technical SEO?

A: On-page SEO focuses on optimizing your website’s content and structure for search engines, off-page SEO focuses on building your website’s authority and reputation through external signals like backlinks, and technical SEO involves optimizing the technical aspects of your website to ensure it’s easily crawlable and indexable by search engines.

Q: What are some emerging trends in SEO?

A: Some emerging trends in SEO include AI-powered SEO, voice search optimization, featured snippet and knowledge panel optimization, semantic search and user intent focus, video content and visual search optimization, and an increased emphasis on mobile-first indexing and user experience.

Q: What are some valuable SEO tools and resources?

A: There are many valuable SEO tools and resources available, including Google Keyword Planner, Ahrefs Keywords Explorer, SEMrush Keyword Magic Tool, Moz Keyword Explorer, Screaming Frog SEO Spider, Google Search Console, PageSpeed Insights, Yoast SEO Plugin, Ahrefs Backlink Checker,

SEMrush Backlink Audit, Moz Link Explorer, Buzzsumo, HubSpot, Moz Q&A Forum, Black Hat World, Webmaster World, Google Digital Garage, Hubspot Academy, Udemy, Coursera, Google Analytics Individual Qualification, Hubspot Inbound Marketing Certification, Facebook Blueprint Certification, and SEMrush SEO Toolkit Certification.

Q: How can I stay up-to-date with SEO trends and technologies?

A: To stay up-to-date with the latest SEO trends and technologies, you can read industry blogs and publications, attend webinars and conferences, take online courses and workshops, follow thought leaders and influencers on social media, experiment with new tools and technologies, and network with other professionals and share knowledge.

Advanced SEO Techniques

Once you have masted the basics of SEO, you may be ready to start to look at some of the more advanced elements. We detail some of the aspects that we consider to be the more advanced elements here;

• Comprehensive Keyword Research and Analysis: Beyond basic keywords, focus on long-tail keywords, user intent, and semantic search trends. Utilize advanced tools for detailed keyword analytics.
• Competitive Analysis and Benchmarking: Regularly analyze your competitors’ SEO strategies. Identify their strengths and weaknesses to inform your own SEO approach.
• Technical SEO Audits: Perform in-depth technical audits to identify and rectify website issues that could impact search engine rankings, such as site speed, mobile responsiveness, and security.
• Content Diversification and Rich Media: Incorporate varied content types like videos, podcasts, and infographics to enhance user engagement and dwell time.
• Structured Data and Schema Markup: Use schema markup to enhance your website’s search engine visibility, helping search engines better understand and display your content.
• Link Building and Outreach: Develop a robust link-building strategy focusing on quality over quantity. Engage in outreach efforts for backlink opportunities from reputable and relevant sites.
• Personalised User Experience (UX): Tailor the user experience on your site based on visitor data and behavior, enhancing retention and conversion rates.
• AI and Machine Learning in SEO: Leverage AI tools for predictive analysis, content creation, and SEO optimization.
• Voice Search Optimisation: Optimise for voice search by focusing on natural language and question-based queries.
• Regular SEO Updates: Stay informed and update your SEO on a regular basis to keep up with search engine algorithms and industry trends.

SEO basics Conclusion:

Search Engine Optimisation or SEO is a complex and ever-evolving field, but it is also essential for any website owner who wants to attract organic traffic and achieve success in the online world.

By understanding the different types of Search Engine Optimisation (SEO), implementing the latest trends and technologies, and utilizing the available tools and resources, you can develop a comprehensive SEO strategy that will help your website reach its full potential. Remember, SEO is a long-term process, so be patient, consistent, and continuously learn and adapt to ensure your website maintains its visibility and competitiveness in the ever-evolving search landscape.