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  • Writer's pictureThe Orange Bear

What is SEO? A Beginner's Guide to Search Engine Optimization

Updated: Mar 25, 2023

An image of a man typing at a computer with a bubble graphic of "SEO" and associated sub topics

Table of Contents

  1. Introduction

  2. What is SEO?

    1. Definition

    2. Importance

  3. How Search Engines Work

    1. Crawling

    2. Indexing

    3. Ranking

  4. On-Page SEO

    1. Keyword Research

      1. Long-tail Keywords

    2. Content Creation

      1. Readability

      2. User Engagement

    3. Meta Tags

    4. URL Structure

  5. Off-Page SEO

    1. Backlinks

      1. Quality vs Quantity

    2. Social Signals

    3. Local SEO

  6. Technical SEO

    1. Site Speed

    2. Mobile-friendliness

    3. Structured Data

  7. Conclusion

  8. FAQs


Hey there, reader! Are you looking to learn more about SEO? Well, you're in the right place! In this article, we'll break down the basics of SEO, why it's essential, and how to optimize your website to improve its visibility in search engine results. So, let's dive in and explore the fascinating world of SEO.

What is SEO?


SEO, or Search Engine Optimization, is the process of improving a website's visibility and ranking on search engine results pages (SERPs) like Google, Bing, and Yahoo. This is achieved through various strategies, techniques, and best practices that make your website more attractive and relevant to both search engines and users.


Why is SEO important? In today's digital world, a significant portion of online traffic comes from search engines. Optimizing your website for search engines will attract more organic (non-paid) traffic, leading to increased brand awareness, credibility, and potentially more sales or conversions.

How Search Engines Work

To fully grasp SEO, it's essential to understand how search engines work. Here's a quick rundown of the three main processes involved:


Search engines use automated bots or "crawlers" to scour the internet and discover new web pages. These crawlers follow links from one page to another, collecting information about each webpage they visit.


Once the crawlers have gathered the data, it's added to the search engine's index—a massive database containing all the information about every web page the search engine has discovered. You can speed up this process by requesting Google index your page using Google Search Console (GSC).


When a user enters a query, the search engine retrieves relevant pages from its index and ranks them according to their relevance and authority. This ranking is based on a complex algorithm that considers various factors, including the quality and relevance of the content, backlinks, and user experience. Check your website's domain authority for free using Ahrefs.

On-Page SEO

On-page SEO focuses on optimizing a web page's content and HTML source code to improve its ranking in search engine results. Check the quality of your page using Google PageSpeed.

Keyword Research

Keyword research is finding the keywords or phrases that users search for when looking for information related to your website's content. These keywords should be strategically placed throughout your content.

Long-tail Keywords

Long-tail keywords are longer and more specific phrases that users are likely to use when they're closer to making a purchase or finding an answer to a specific question. They're generally easier to rank for and have a higher conversion rate.

Content Creation

Creating high-quality, engaging content is crucial for SEO success. This includes:

Liam Neeson on a cellphone from the movie Taken with the text: "You're not doing SEO or PPC? Even I won't be able to find you."


Make your content easy to read and understand by using simple language, short sentences, and subheadings to break up the text. This not only makes it more accessible to users but also helps search engines understand the structure and context of your content.

User Engagement

Engage your audience by using a conversational tone, incorporating personal anecdotes, asking rhetorical questions, and using analogies and metaphors. This will keep your readers interested and encourage them to spend more time on your website, which can positively impact your search engine ranking.

Meta Tags

Meta tags are snippets of HTML code that provide information about your web page to search engines. Some important meta tags include the title tag, meta description, and header tags (H1, H2, H3, and H4). These should be optimized with relevant keywords and provide an accurate summary of your content.

URL Structure

Your URL should be descriptive, concise, and include your target keyword. This not only helps search engines understand the content of your page, but it also makes it easier for users to remember and share.

Off-Page SEO

Off-page SEO involves techniques used to improve your website's authority, trustworthiness, and online presence outside of your site.


Backlinks, also known as inbound links, are links from other websites to your site. They're crucial for SEO because search engines view them as votes of confidence in your content.

Quality vs Quantity

When it comes to backlinks, quality is more important than quantity. Focus on acquiring links from reputable, authoritative websites within your industry, as these will have a greater impact on your search engine ranking.

Social Signals

While social media isn't a direct ranking factor, it can help increase your website's visibility and credibility. Encourage users to share your content on social media platforms and engage with your audience to build trust and brand recognition. Read this to learn more about which social media platform is right for your business.

Local SEO

Local SEO is essential for businesses with a physical location or that serve a specific geographic area. It involves optimizing your website and online presence for local search queries by including location-specific keywords and optimizing your Google My Business listing.

Technical SEO

Technical SEO focuses on improving the technical aspects of your website, such as site speed, mobile-friendliness, and structured data.

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Site Speed

A fast-loading website provides a better user experience and is favoured by search engines. Optimize your site speed by compressing images, minifying code, and using a content delivery network (CDN).


With the increasing number of mobile users, having a mobile-friendly website is crucial. And we mean crucial! Ensure your site is responsive and provides a seamless experience across different devices. This seems easy enough, but it's actually one of the hardest metrics to master in SEO. Google is not gentle when ranking your "mobile friendliness."

Structured Data

Structured data, also known as schema markup, helps search engines better understand your content and can lead to rich snippets in search results. Implement structured data on your website to improve its appearance in SERPs and increase click-through rates.


SEO is an essential aspect of digital marketing that helps improve your website's visibility and ranking in search engine results. Focusing on on-page, off-page, and technical SEO can make your website more attractive to search engines and users. With consistent effort and adherence to best practices, you'll see the positive impact of SEO on your online presence.


1. How long does it take to see results from SEO?

SEO is a long-term strategy, and results can take anywhere from a few weeks to several months or even years, depending on the level of competition and the quality of your website.

2. Is it necessary to hire an SEO expert?

While it's possible to learn and implement SEO on your own, hiring an expert can save you time and help you avoid potential pitfalls. An experienced SEO professional can help you develop a tailored strategy, identify opportunities for improvement, and keep up with the ever-changing search engine algorithms.

3. Can I use multiple keywords on a single page?

Yes, you can target multiple keywords on a single page, but it's essential to prioritize your primary keyword and maintain relevance. Focus on creating high-quality content that naturally includes your target keywords without overdoing it or sacrificing readability.

4. Is duplicate content bad for SEO?

Duplicate content can harm your SEO efforts, as search engines may not know which version of the content to index and rank. It's crucial to create unique, original content for your website and address any instances of duplicate content through canonical tags or 301 redirects.

5. How do I track my SEO progress?

There are various tools available to help you track your SEO progress, such as Google Analytics, Google Search Console, and specialized SEO software like SEMrush or Ahrefs. Regularly monitoring your website's performance will help you identify areas for improvement and measure the success of your SEO efforts.


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