As the digital world accelerates, the importance of Search Engine Optimization (SEO) grows exponentially. Businesses that understand how to leverage SEO can drive massive amounts of traffic and awareness to their website or product.
But what is SEO? In its simplest form, SEO is the process of optimizing a website for Google search with the goal of earning higher web traffic levels and improving the visibility of the site.
Countless studies have proven how Google has become the de-facto standard for online search, handling over 3.5 billion searches per day. So, if a business can optimize its website to rank higher on relevant Google searches, it will see a significant increase in web traffic levels—free traffic, as what my clients would say.
As compared to paid ads, SEO offers a more sustainable long-term solution for businesses that are looking to generate leads and sales from their website.
SEO is not easy. It involves a complex combination of on-page and off-page factors, all of which need to be taken into consideration in order to see results. There are a variety of different techniques that fall under the umbrella of "SEO," including things like keyword research, link building, and on-page optimization.
In this guide, we're going to introduce you to the basics of SEO so that you can better understand what it is, why it's important, and how SEO Services in the Philippines like myself use it to improve your website.
In this Guide:
- Why is SEO important for marketing?
- How can I learn SEO?
- SEO 101: The Basics of Search Engine Optimization
Why is SEO important for marketing?
There are two main reasons why SEO is so important for marketing.
The first reason is that, as we mentioned before, investing in SEO service providers can help you earn top spots on Google's SERP. And as we all know, the higher you rank on Google, the more likely people are to find your website.
This also contributes to brand awareness. Although search engine optimization is generally used to create organic traffic, it may also be used to boost branding and increase brand recognition. When people see that a brand is ranking high on Google, they automatically assume that the brand is credible and trustworthy. This, in turn, leads to increased brand awareness and name recognition.
And in terms of ROI, SEO is one of the most cost-effective marketing strategies out there. In fact, SEO has been shown to have a higher ROI than any other marketing channel, including paid ads.
This is because, with SEO, you're essentially earning free traffic from Google. You don't have to pay for every click as you do with paid ads. And once you've earned those top spots on the SERP, you can expect to see a steady stream of traffic coming to your website.
Here are some notable SEO statistics.
- 68% of online experiences start with search engines.(BrightEdge)
- Google search, Google Images, and Google Maps account for 92.96% of global traffic. (SparkToro)
- Google owns 91.94% of the search engine market share. (Statcounter)
- In 2021, 70% of all global desktop search traffic came from Google, followed by Baidu (13%), Bing (12%), and Yahoo (2%). (NetMarketShare)
- It is estimated that a #1 organic position in Google can result in a click through rate (CTR) of 34.2%. (Sistrix)
B2B SEO Statistics
- 55% of enterprise-level companies invest more than $20,000 per month in SEO. (North Star Inbound)
- 81% of B2B companies expect to pay at least $7,500 / month for SEO. (SEMRush)
- 61% of B2B marketers say SEO and organic traffic is their top inbound marketing priority and they plan to dedicate “substantial marketing budget” to it. (Hubspot)
- 68% of B2B marketers say that they would be happy to redirect a mid-level marketing position’s salary to an outsourced SEO campaign. (Ahrefs)
- 8 out of 10 B2B executives say that projected ROI dictates what they would pay for SEO rather than any specific numerical expectation. (Hubspot)
Local SEO Statistics
- 46% of all Google searches are looking for local information. (GoGulf)
- 72% of consumers that did a local search visited a store within five miles. (HubSpot Marketing Statistics)
- 97% of people learn more about a local company online than anywhere else. (SEO Tribunal)
- 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours. (Nectafy)
- 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. (HubSpot Marketing Statistics)
SEO ROI Statistics
- SEO ROI can be as high as 12.2x marketing spend. (Terakeet)
- 51% of marketers say that videos are the best type of content for ROI. (Wordstream)
- Leads from search engines have a 14.6% close rate, while outbound leads (ex. cold-calling, direct mail, etc.) have a 1.7% close rate. (Inter-growth)
- The average ROI of ecommerce SEO is around $2.75 for every $1 invested. (WebFX)
How can I learn SEO?
If you want to learn SEO, there are a number of resources that you can turn to.
One of the best ways to learn SEO is to read blog posts and articles on the subject. There are a number of excellent blogs that focus on SEO, such as Moz, Search Engine Journal, and Search Engine Land. These blogs provide in-depth articles on a variety of SEO topics, and they're a great way to stay up-to-date on the latest news and trends in the world of search engine optimization.
Another great way to learn SEO is to join an online community or forum dedicated to the subject. These communities provide a wealth of information and support, and they're a great place to ask questions and get advice from more experienced SEOs.
Finally, there are a number of paid courses and training programs that you can join to learn SEO. These courses can be expensive, but they often provide more comprehensive education on the subject.
No matter what method you choose to learn SEO, the important thing is that you put in the time and effort to master the basics of the discipline. Once you have a solid understanding of the basics, you can start to experiment with different techniques and strategies to see what works best for your website.
SEO 101: The Basics of Search Engine Optimization
Search engine optimization (SEO) is the process of improving the visibility and ranking of a website or web page in search engine results pages (SERPs). SEO can be done on a variety of levels, from optimizing individual pages to improving the visibility of an entire website.
The ultimate goal of SEO is to drive more traffic to a website or web page, which can lead to increased revenue and ROI for a business.
SEO is a complex and ever-changing discipline, but there are some basic principles that all SEOs should follow. These principles include creating keyword-rich content, building high-quality backlinks, and optimizing website architecture.
By following these basic principles, you can improve the visibility and ranking of your website or a web page in search engine results pages.
How Search Engines Work – Crawling, Indexing, and Ranking
In order to understand how SEO works, it's important to first understand how search engines work. When a user enters a query into a search engine, the search engine begins by crawling the web. Crawling is the process of discovery – the search engine follows links from one page to another, indexing everything it finds along the way.
The search engine then takes the indexed information and creates an algorithm that will rank the pages in order of relevance to the user's query. The ranking algorithm considers a variety of factors, including the content of the page, the number and quality of backlinks, and the age of the domain. Finally, the search engine displays the results to the user.
For example, if a user is looking for "women's clothes online", Google will crawl the web, index all of the pages it finds, and then rank the pages in order of relevance. The most relevant pages will be displayed at the top of the search results, while the less relevant pages will be buried further down.
Google will most likely show sites like Nordstrom, Macy's, and Bloomingdale's at the top of the results, as these are all well-known retailers that sell women's clothing online.
Let's say a user types in "restaurants near me". Google will most likely show popular restaurant chains in your area.
Keyword research is the process of finding and choosing the best keywords to target for your website or web page. Keyword research is essential for SEO, as it helps you determine which keywords to target in your content. There are a number of different methods you can use to do keyword research, including using keyword tools like Google Ads Keyword Tool.
Once you've found a list of potential keywords, you'll need to evaluate each one to determine which are the best fit for your website or web page. There are a number of factors you'll need to consider, including the competition for the keyword, the search volume, and the relevance of the keyword to your website or web page.
After you've selected the best keywords to target, you'll need to incorporate them into your content in a way that is both natural and effective. This means using the keywords in a way that will not only improve your visibility in search results but also make your content more accessible and enjoyable for your readers.
How to select a good keyword for your website
There are a number of factors to consider when selecting keywords for your website or web page. The most important factor is relevance – the keyword should be relevant to your business, products, or services.
For example, if you are a clothing retailer, you would want to target keywords like "women's clothes", "men's clothes", or "children's clothes".
Another important factor to consider is competition. The less competition there is for a keyword, the easier it will be to rank for that keyword. However, you also want to make sure that the keyword has enough search volume to be worth targeting.
Personally, I would also consider the keywords your competitors are ranking for or are targeting on paid search. I use tools like SEMRush and/or Ahrefs to find out what the competition is ranking for. This expands the pool of potential keywords to consider.
I would also consider the keyword's intent. For example, if someone is searching for "buy women's clothes", they are likely further along in the purchase cycle than someone who is searching for "women's clothes". The former keyword would be considered a commercial intent keyword, while the latter would be considered an informational intent keyword.
Generally, for businesses, you want to rank for keywords with commercial or transactional intent. These are the keywords that are most likely to result in a sale.
Once you've selected the best keywords to target, you'll need to optimize your website or web page for those keywords. This process is known as on-site optimization.
On-site optimization is the process of making sure your website or web page is as search engine friendly as possible. This includes a number of different factors, such as the content on your website or web page, the structure of your website or web page, and the code on your website or web page.
One of the most important aspects of on-site optimization is making sure your content is keyword rich. This means using your keywords throughout your content, including in the title, in the body, and in the keywords section of your website or web page.
However, you want to make sure that your content is still readable and enjoyable for your readers. This means using your keywords in a way that sounds natural and flows well.
In addition to using keywords throughout your content, you'll also want to make sure your website or web page is structured in a way that is easy for search engines to understand. This includes using proper tag hierarchy, using title tags and meta tags, and using alt text for images. All of these factors make it easier for search engines to index your website or web page and improve your visibility in search results.
Important tags you should optimize:
- Title Tags: The title tag is the most important on-page ranking factor. The title tag tells search engines what your website or web page is about. Make sure your title tags are unique, keyword-rich, and under 60 characters.
- Meta Description: The meta description is the second most important on-page ranking factor. The meta description is a brief description of your website or web page. It should be unique, keyword-rich, and under 160 characters.
- Header Tags: Header tags are used to structure your content. There are six header tags (H1-H6), with H1 being the most important and H6 being the least important. You should only use one H1 tag per page, and you want to make sure it is keyword-rich.
- Alt Text: Alt text is used to describe images on your website or web page. Search engines can't see images, so they rely on alt text to understand what an image is about. Make sure your alt text is keyword-rich and descriptive.
Technical SEO is the process of making sure your website or web page is as search engine friendly as possible. This includes a number of different factors, such as the structure of your website or web page, the code on your website or web page, and the way your website or web page is hosted.
One of the most important aspects of technical SEO is making sure your website or web page loads quickly. To improve the speed of your website or web page, you can optimize your images, minify your code, and use a content delivery network (CDN).
These are just a few of the many factors that can impact the speed of your website or web page.
Here's a quick checklist:
- Plan your website structure (new sites only): Before you start building your website, it's important to plan out the structure. This includes deciding which pages will be on your website and how they will be linked together.
- Make sure your site is crawlable: When search engines crawl your website or web page, they need to be able to understand the structure of your site. This means using proper tag hierarchy and avoiding orphan pages.
- Make sure your site is indexable: In order for your website or web page to be indexed, search engines need to be able to access and read your site. This means using a robots.txt file and an XML sitemap.
- Make sure you’re using HTTPs: HTTPs is a secure protocol that encrypts data between your website and the user. This is important for both security and SEO.
- Make sure your website is accessible at one domain: It's important to use a single domain for your website. This makes it easier for users and search engines to find your site.
- Make sure your site loads fast: As mentioned above, the speed of your website or web page is a key factor in SEO. There are a number of ways to improve the speed of your site, such as optimizing images, minifying code, and using a CDN.
- Make sure your site is mobile-friendly: With more and more people using mobile devices to browse the web, it's important to make sure your site is mobile-friendly. This includes using a responsive design and avoiding pop-ups.
- Install an image compression plugin: Image compression plugins help you optimize your images for the web. This can reduce the file size of your images, which can help your website or web page load faster.
- Fix broken pages: If you have broken pages on your website or web page, it's important to fix them. This can be done using a 301 redirect.
- Fix duplicate content issues: If you have duplicate content on your website or web page, it's important to fix it. This can be done by using a rel="canonical" tag or by setting up a 301 redirect.
Link building is the process of getting other websites to link to your website. This is important because links are one of the main ranking factors for SEO. The more high-quality links you have pointing to your website, the higher your site will rank in the search results.
There are a number of ways to build links, such as:
- Creating high-quality content that other people will want to link to: This can be blog posts, infographics, whitepapers, etc.
- Asking people to link to your website or web page: If you know someone who has a website or blog that is relevant to your website or web page, you can ask them to link to you.
- Doing guest blogging: This is where you write a blog post for another website or blog in exchange for a link back to your website.
- Participating in forums and online communities: This can help you build links, as well as get traffic to your website or web page.
- Creating helpful tools and resources: This can be anything from a calculator to an ebook. People will link to these resources if they find them helpful.
One of the most important aspects of link building is making sure you're building links from high-quality websites. This means avoiding spammy websites and link farms.
Measuring, Prioritizing, & Executing SEO
When it comes to SEO, it's important to measure your results so you can see what's working and what's not.
This means setting up Google Analytics and using the data to make informed decisions about your SEO strategy.
There are a number of metrics you can track, such as:
- Organic traffic: This is the number of people who visit your website or web page from the search results.
- Bounce rate: This is the percentage of people who leave your website or web page after only viewing one page.
- Average time on page: This is the average amount of time people spend on your website or web page.
- Pages per session: This is the average number of pages people view during a session on your website or web page.
- Goals Completed: This is the number of people who complete the goals you've set up in Google Analytics.
These are just a few of the metrics you can track. Once you have this data, you can use it to make informed decisions about your SEO strategy. For example, if you see that your organic traffic is increasing, but your bounce rate is high, you may want to focus on creating more compelling content.
You can also use this data to prioritize your SEO efforts. For example, if you see that certain keywords are driving a lot of organic traffic, you may want to focus on optimizing for those keywords. This means making changes to your website or web page to improve your ranking in the search results.
Some of the things you can do to improve your ranking include:
- Optimizing your title tags and meta descriptions
- Improving your website's content
- Building more links to your website or web page
- Fixing broken pages and redirects
- Make sure your website is mobile-friendly
These are just a few of the things you can do to improve your ranking. Once you've identified the areas that need improvement, you can start making changes to your website or web page.
In a Nutshell
SEO is an ongoing process, which means you'll need to continuously measure, prioritize, and execute your SEO tasks in order to see results. However, if you do it right, SEO can be a great way to drive organic traffic to your website or web page.
If you need help with any of this, feel free to contact me. I'm always happy to help!