- Published: Sep 27, 2024
- 2 min. read
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Sarah BerryLead Web Marketing Consultant
- Sarah Berry is a Lead Web Marketing Consultant at WebFX. With more than 10,000 hours of experience, she offers practical insights and strategies you can use to grow your digital revenue. When she isn’t polishing her Time Magazine Person of the Year Award, she’s spending time with her flock of ducks.
Learning the basics of search engine optimization (SEO) is the start of an exciting journey towards reaching more people on the Internet. Whether you want to get found on Google, Bing, or AI search engines like Perplexity, this beginner’s guide to SEO basics provides everything you need.
What to expect from this guide
This page provides a handbook to understanding SEO — and using it for your site by exploring:
- The fundamentals of SEO, from its definition to how search works
- The types of SEO, like on-page, off-page, and technical SEO, and how to optimize for them
- The newest areas of SEO, like OmniSEO™, and how to use them in your SEO strategy
Keep reading to start your search engine optimization journey!
SEO fundamentals
Learn the fundamentals of SEO now:
What is SEO?
SEO, or search engine optimization, is the practice of optimizing a website to improve its visibility in organic search results on Google, Bing, and other search engines. Optimizations include on-site changes, like creating content, and off-site changes, like acquiring links from other websites.
What is the goal of SEO?
The goal of SEO is to grow a website’s organic traffic. With greater online visibility and traffic, webmasters can reach a larger audience and achieve goals dependent on website traffic, like growing a newsletter, product sales, or in-store visits.
Why is SEO important?
Search engine optimization is important because 93% of online experiences start with a search engine. People turn to Google and other search engines to find what they need, whether they’re looking for dinner ideas, what coffee maker to buy, or how to fix a clogged toilet.
Appearing in search results isn’t enough, though.
Because the first page of search results receives 95% of the traffic, it’s critical for websites to earn a spot on that first page of search results — and that’s what makes search engine optimization so important because SEO provides the tools for improving a site’s rankings in organic search results.
How do search engines work?
This SEO 101 handbook has mentioned search engines a few times, and that’s because understanding how search engines work is critical to understanding SEO. Even though there are multiple search engines, most operate similarly to the number one search engine, Google.
Search engines work in three stages:
- Crawling
- Indexing
- Ranking (or Serving)
You can learn more about these stages below:
1. Crawling
Search engines use web crawlers (also called spiders) to ‘crawl’ the web. These spiders will crawl new pages and pages they’ve discovered previously. The crawlers then return to search engines with the content.
2. Indexing
Next, search engines determine whether to index or enter the content into their libraries. Search engines will not index content marked noindex by webmasters, for example, or content considered not useful or helpful enough for users.
3. Ranking
Finally, search engines rank or serve the content in search results. When users enter a search, search engines use algorithms to determine the best websites to list using hundreds of factors, from the site’s reputation to the content’s relevance.
You can think of how search engines work like librarians finding new books for their library and then recommending different books to readers based on the person’s request, interests, and other factors.
How does SEO work?
When it comes to how SEO works, it focuses on understanding the following:
- How search engines work
- How people use the web and websites
Together, these two factors help webmasters create better sites, content, and user experiences.
For example, because of how search engines crawl the web, SEOs will make their content accessible (or crawlable) to spiders via a robots.txt file. In comparison, because users skim when reading online, SEOs will use headings, short paragraphs, and lists to make content easier to read.
From a more technical perspective, search engine optimization works in three areas:
- On-page, which improves on-site elements, like content, titles, and internal linking.
- Off-page, which improves off-site elements, like online reputation and backlink profile.
- Technical, which improves backend on-site elements, like page speed and usability.
Improving on-page, off-page, and technical SEO will often achieve the goal of SEO: More traffic.
Note: This guide on search engine optimization basics will explore these areas in-depth below!
On-page SEO basics
Learn the basics of fundamentals of on-page SEO, including:
What is on-page SEO?
On-page SEO is the optimization of on-site elements for improved search visibility. When it comes to learning SEO, on-page SEO is one of the first places beginners can start because you have complete control over your website.
Why is on-page SEO important?
On-page SEO is important because these optimizations help search engines understand a site and its content, which is critical to appearing and ranking higher in organic search results. On-site optimizations also help support a better user experience.
How to optimize for on-page SEO
Learn how to optimize for on-page SEO now:
Keyword research
Keywords (or queries) are the words or phrases people use to search for something online, like ‘best coffee maker’. SEOs research search queries using tools like Google Trends, Ahrefs, and SEO.com to find keywords (based on search volume, competition, and relevancy) to target.
Best practices for researching keywords include:
- Conduct audience research: Use free audience research tools to source keyword ideas, from online forums to client-facing teams to social posts. You can also browse competitor websites to get insights into their target keywords or topics.
- Focus on long-tail keywords: Search queries that use three to four words don’t have the reach that shorter, more popular queries do but often have less competition and greater relevancy, which makes them perfect for targeting — especially as a beginner SEO.
- Find related keywords: As a part of researching keywords, SEOs will find a target (or main) keyword and then three to five related keywords. For example, if the target keyword is ‘dairy free pumpkin pie recipe’, a related keyword could include ‘pumpkin pie recipe without milk’.
- Do data-driven research: While it’s not required to consider the search volume, competition, or cost-per-click surrounding a keyword, it’s helpful data for choosing the best keywords to target. You can access this data for free with a tool like com.
Learn more about researching keywords in our Keyword Research Guide!
Title tags
Title tags are the headlines displayed in organic search results and influence which search result a user clicks on. Because the click-through rate (or the percentage of users that click your search result listing) influences search rankings, it’s important to optimize title tags for search results.
Best practices for title tags include:
- Brainstorm 15-20 options
- Limit to 60-65 characters (Google will trim title tags that are longer)
- Include the target keyword
- Format the title tag based on the search results, like a how-to or listicle format)
- Prioritize readability (Google often rewrites difficult-to-read title tags)
Previewing how title tags will look in search results can help when writing title tags. Plenty of free tools provide this feature, including our free Google Preview Tool for title tags and meta descriptions.
Title Tag Preview Tool
Enter your page title below
Important! WebFX recommends keeping your title tags between 50-60 characters. How will your listing appear in search results? Find out with our Google Preview tool and optimize your title tags, meta descriptions, and more!
Meta descriptions
Meta descriptions are the descriptive text that appears in organic search results beneath the title tag. Most often, meta descriptions will summarize the page content. Like title tags, though, Google will frequently require meta descriptions.
Best practices for meta descriptions include:
- Limit to 150-155 characters
- Include the target keyword
- Use to answer the search intent and/or summarize the page
- Close with a call-to-action (CTA), like “Learn more about XYZ now!”
It’s important to mention for this search engine optimization basic that Google will most likely rewrite your meta descriptions. This doesn’t mean the meta description is bad — or it’s not worth optimizing them — it’s just how Google’s search engine algorithm operates.
Header tags
Header tags are on-page headings that outline a page’s content and help users understand what the page covers. Header tags include H1, H2, H3, H4, H5, and H6, and are used in sequential order. When Google rewrites title tags, it sometimes uses the H1 as the replacement.
Best practices for header tags include:
- Have one H1 (this is the page’s headline)
- Use the target and/or related keywords
- Prioritize readability
- Organize headings based on the search intent
As a reminder, use a spell-check tool like Grammarly to catch heading typos and other errors!
Internal links
Internal links are hyperlinks connecting different pages on a website together. You can think of internal links like the roads in a city — just like drivers use roads to navigate a town, users use internal links to navigate a website.
Best practices for internal links include:
- Have three to five other pages linking to a URL (ie. Five other URLs are linking to URL A)
- Use descriptive anchor text, like ‘pumpkin pie recipe’ if linking to a recipe for pumpkin pie
- Link to the most important URLs in the site’s navigation and/or footer
SEO tools like Screaming Frog (free) and Ahrefs (paid) can provide helpful internal linking information. For example, either tool makes it easy to see the number of incoming links, the URLs those links are from, and the anchor text used for that specific URL.
Multimedia
Multimedia includes images, videos, and GIFs.
Multimedia enhances the user experience, as well as helps answer the user’s intent. For example, a user looking to fix a leaky toilet will often get more value from a page that includes diagrams and/or videos than a text-based walkthrough.
Best practices for multimedia include:
- Compress images using a free tool like TinyPNG
- Give images descriptive filenames, like ‘pumpkin-pie’
- Include alt text for images (alt text describes the image, like ‘pumpkin pie on a plate’)
- Host videos on a site like YouTube or Wistia
For existing sites, a tool like Screaming Frog or SEO.com can highlight multimedia that is missing some of these best practices, like alt text or image compression. You can also use Google’s PageSpeed Insights on a page-by-page basis.
SEO content basics
Learn the basics of SEO content, including:
What is SEO content?
SEO content is on-page content that targets specific search terms, like ‘dairy-free pumpkin pie recipe.’ Like the other fundamentals in this beginner’s guide to SEO, content is critical to search engine optimization success.
Why is SEO content important?
SEO content is important because it’s the basis for a user’s search. People are looking for content to answer their questions, and content focused on helping the user (while also following SEO best practices) will have the best chance at success.
How to optimize SEO content
Learn how to optimize SEO content now:
Structure
Content structure is important because of how people use the web. People skim and want to find answers fast, so content must prioritize which questions or information gets provided first, second, and so on.
Best practices for optimizing content structure include:
- Research the search intent to determine how to order information
- Use a table of contents to make reviewing and navigating the content easier
- Include jumplinks so users can ‘jump’ to different sections of the page
Note: Some of these optimizations will require developer assistance. However, sites with a content management system (CMS) like WordPress will have access to free or paid themes that can make these optimizations seamless.
E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trust, and it’s an SEO concept Google uses to understand and evaluate content. For Google, it’s become vital to deliver reputable and trustworthy content, and E-E-A-T helps the search engine do that.
Best practices for E-E-A-T include:
- Share first-hand experience and/or tips
- Highlight trust signals, like certifications and awards
- Include endorsements, like case studies or testimonials
While E-E-A-T is not an official ranking factor, it ties into Google’s Helpful Content ranking factor.
Readability
Readability is an undervalued but important part of SEO for beginners. That’s because readability influences how well users, search engines, and even AI models understand and value your content — and that can affect how well your content ranks and even converts.
For the best results, aim for an eighth-grade reading level (or the reading level that aligns most with your target audience) and check the content with a free tool like Readability Test. You can input the text or URL into this free tool.
Off-page SEO basics
Learn the basics of off-page SEO, including:
What is off-page SEO?
Off-page SEO optimizes off-site elements, like online reputation and backlink profile. When it comes to SEO for beginners, off-page search engine optimization is considered the most challenging type of SEO because SEOs have limited control over its performance.
Why is off-page SEO important?
Off-page SEO is important because off-site signals are some of the most powerful ranking factors search engines use. With off-page search engine optimization, search engines can better understand a site’s reputation, authority, and trustworthiness.
How to optimize for off-page SEO
Learn how to optimize for off-page SEO now:
Online reputation
Your online reputation informs search engines and users about your brand, whether it’s a business, online community, or personal website. Besides influencing rankings, online reputation can affect other important metrics, like conversions or sales.
Best practices for improving online reputation include:
- Building profiles on social media sites, like LinkedIn or Facebook
- Claiming online listings to respond to reviews
- Inviting users to share reviews online, like on Google Business Profile
- Providing value on relevant online communities and forums, like Reddit
Note: For new brands, consider creating social media profiles at the start to claim your branded slug. You don’t have to maintain or manage these profiles now, but you’ll have them as your community and brand grow.
Backlink profile
Your backlink profile is like a list of references because the websites linking to your site endorse your domain — or give it a virtual thumbs up — for producing something of value, whether it’s a piece of content, multimedia, or tool.
Best practices for improving a site’s backlink profile include:
- Develop unique content, like a tool or research study
- Use paid advertising to promote content (and help it earn backlinks)
- Outreach to industry influencers or connections for content promotion
For additional insights into this optimization, check out our Backlinks Guide!
Technical SEO basics
Learn more about technical SEO basics now:
What is technical SEO?
Technical SEO optimizes on-site elements that are considered more advanced or development-based. These elements can include crawling and indexing settings (which are critical to how search engines) and the frontend user experience, like how fast a page loads.
Why is technical SEO important?
Technical SEO is important because of its overlap with how search engines work. Without technical SEO, websites don’t get crawled or indexed — and if those two things don’t happen, sites don’t get served in search results. Technical SEO also contributes to a better site experience.
How to optimize for technical SEO
Learn how to optimize for technical SEO now:
Domain
Purchasing a domain name is the start of search engine optimization. Like a home address, a domain name tells users and search engines where to find you, like webfx.com. While keyword-rich domain names were popular at the start of SEO, that’s not the case anymore.
Best practices for domain names include:
- Use a trusted top-level domain (TLD) like “.com”
- Choose a name relevant to your brand, like ‘ebay’ vs. ‘online-marketplace’
- Select a name that’s easy to read, like ‘ebay’ vs. ‘ebaymarketplace’
- Register with a trusted domain registrar
For more information on domains, use our Website Domain Guide!
Robots.txt
Like a gatekeeper, a robots.txt file provides web crawlers with valuable information about what they can — and can’t — crawl. For example, it’s common to prevent web crawlers from visiting site sections that require a user login. Because of its role, the robots.txt file is a cornerstone of SEO 101.
Best practices for robots.txt files include:
- Test rules with Google’s free tool
- Block crawlers from site sections that require a login
- Allow crawlers to access remaining SEO-relevant site sections
Get more guidance on robots.txt files with our Robots.txt Guide!
XML sitemap
XML sitemaps provide web crawlers with a convenient map of your website. From here, crawlers can visit all the different pages on your site — and bring those pages back to their search engine for indexing.
Best practices for XML sitemaps include:
- Submit to Google Search Console and Bing Webmaster Tools
- Use free tools like Yoast SEO to generate and update sitemaps automatically
Besides an XML sitemap, consider creating an HTML sitemap for users and link to it in your footer.
HTTPS
HTTPS is more than a Google ranking. HTTPS provides websites with an additional layer of security, which benefits both webmasters and users. Get HTTPS with a Secure Sockets Layer (SSL) certificate and follow Google’s installation guidelines.
Page experience
Page experience encompasses several areas, from page speed to accessibility, and revolves around providing a better on-site experience. In most cases, improving page experience will require help from developers or CMS plugins.
Best practices for page experience include:
- Improving page speed (use PageSpeed Insights for individual page reports)
- Using text and background colors with enough contrast
- Having a responsive design so users across devices can use the site with ease
For more guidance on page experience, check out our Page Experience Guide!
Schema markup
Schema markup, also called structured data, provides search engines with additional context about a page. For example, with product markup, sites can share product prices, inventory, and more. If using schema markup, check it for errors with Google’s Rich Results Tester.
Learn how to generate and add schema markup in our Schema Markup Guide!
OmniSEO basics
Learn the basics of OmniSEO now:
What is OmniSEO?
OmniSEO is a forward-thinking approach to search engine optimization — and worth understanding as an SEO beginner. That’s because OmniSEO focuses on building visibility across search and answer engines, from Google to Perplexity, and adapts to how people search online in 2024.
Why is OmniSEO important?
OmniSEO is important because people are using various search and answer engines, from Google’s Gemini on their phones to Microsoft Copilot on their desktops, to get answers. Just like an omnichannel marketing campaign, OmniSEO makes a site present across search channels.
How to optimize for OmniSEO
Even as a beginner, you can start optimizing for OmniSEO because it aligns with SEO basics, like:
- Using schema markup (see technical SEO basics!)
- Improving content readability
- Including E-E-A-T signals
- Building a reputable backlink profile
SEO analytics basics
Learn the basics of SEO analytics now:
What is SEO analytics?
SEO analytics describes tracking and measuring SEO performance. Sites can use free platforms like SEO.com and Google Analytics 4 to understand rankings, traffic, and user behavior and determine the next best steps for improving SEO performance.
Why is tracking SEO performance important?
Tracking SEO performance is important because search engine optimization (like other digital marketing strategies) is data-driven. Your optimizations receive direct feedback from search engines and users, and that feedback provides actionable insights into what to do next.
How to get started with SEO analytics
Get started with SEO analytics by:
- Setting up Google Analytics 4 and Google Search Console
- Determining which metrics to track or prioritize, like rankings
- Outlining some potential goals, like growing organic traffic 5% in the next three months
- Creating a recurring to-do to analyze SEO performance, like monthly
While optional, free SEO platforms like SEO.com, Ahrefs, or Semrush can help track and monitor SEO performance and provide SEO-specific insights (as a note, SEO.com is the only free platform listed).
For example, SEO.com can provide site- and page-based SEO audits with actionable tips.
Test these basics of search engine optimization on your site
Congrats! You’ve learned the basics of search engine optimization. Now, start practicing these concepts, from researching keywords to writing SEO content on your website, and track your progress with SEO.com — the best free platform for do-it-yourself SEO!
Drive More Traffic from Organic Search
Explore resources written by the experts here at WebFX to get your website ranking higher in the organic search results.
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Sarah Berry is a Lead Web Marketing Consultant at WebFX. With more than 10,000 hours of experience, she offers practical insights and strategies you can use to grow your digital revenue. When she isn’t polishing her Time Magazine Person of the Year Award, she’s spending time with her flock of ducks.
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WebFX is a full-service marketing agency with 1,100+ client reviews and a 4.9-star rating on Clutch! Find out how our expert team and revenue-accelerating tech can drive results for you! Learn more
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