SEO: All You Need To Know

Reading Time: 17 minutes

SEO is still the most frequently chosen channel of internet marketing. And alongside email marketing, it generates the highest ROI.

But what is SEO and how to make your website outperform your competition?

All you need to know, you’ll find here.

What Is SEO, and How Does It Work?

Let’s get started from scratch — SEO stands for Search Engine Optimization.

SEO experts work to enhance websites, individual web pages, and content with the goal of achieving better rankings on search engines such as Google, Yahoo, Bing, Yandex, and a few more.

In short, behind all search engine results, there are individuals working to elevate the positions of specific keywords or phrases.

Unless you can’t see high rankings of the pages in the results you’re searching for—there is a high likelihood that no one is working on it.

Moreover, SEO surrounds a range of techniques aimed at enhancing the visibility, placement, and value of various forms of content within natural search outcomes.

This content spans web pages, video materials, images, listings for local and domestic businesses, and other resources.

The main way websites and e-commerces get visitors is through organic search results. 

Thus, SEO boils down to selecting appropriate keywords and phrases for a given business, regularly building context within the site that precisely describes the offered products and services. 

That’s not all.

SEO also involves internal and external link exchange. Image naming (yes, that matters too), page optimization, compliance with the guidelines of a specific search engine (you can’t go against Google’s rules :)) And even the activity of your site on social media platforms such as LinkedIn, Pinterest, Facebook, etc.

Does SEO Work Right Away?

Nope. I have to disappoint you. But I also have good news.

You have to work on it continuously for some time. By ‘some time,’ I mean a few months. Most commonly said—that you’d need to focus on organic search for around 3–6 months to find some of your keywords indexing in the top 100-50-20. Might even be in the top 10.

Of course, this is just an estimation. It could take 2 months, or it might even take +12 months.

However, SEO itself isn’t enough.

Whether your website will appear quickly and prominently in search results depends on many factors. Here are some of them:

1. Keyword Competition: If you’re targeting highly competitive keywords, it might take longer to rank well. Less competitive keywords might strip away faster results.
2. Number of Content & Products On Your Website: The more content you have, the faster and better you’ll become visible for your clients. If you want to really ramp up your position in Google—content is the king. Unless you run e-commerce, add as many products as it’s possible.
3. Domain Age: Older domains can have an advantage in search engine ranking. New domains might take longer to establish authority.
4. Website Authority: Websites with higher authority, determined by factors like backlinks from reputable sources, tend to rank faster.
5. Indexing Frequency: Google periodically crawls and indexes websites. Newer content might take a bit of time to be noticed and indexed.
6. Website Design and Content: A well-designed website with high-quality and relevant content can often get indexed and ranked faster. Make sure your website is user-friendly, mobile-responsive. Google loves pretty websites.
7. Social Media Presence: Social media sharing and engagement can help in indexing and early visibility.

Why Position & High Search Number Matter?

One of the main reasons why SEO is important is that it enables online publishers to show up in the search engine results.

No matter the type of business you run, if you’re aiming to attract traffic, without investing heavily in paid ads, it’s crucial to achieve high rankings for specific keywords.

Look at this example:

I used the keyword “books on business strategy.”

After typing a specific keyword, I received various search results.

In many cases, you’ll find “sponsored articles”, then the organic ones.

As you see, I didn’t narrow it down, meaning—I didn’t put the author name, didn’t add the publisher name, etc. It’s a general keyword, so called a long-tail keyword, that nails down my inquiry to books on business strategy.

Here we are — organic search results. From the highest to the lowest. In this case, Goodreads got the highest, organic position after the phrase “books on business strategy”.

Long-Tail vs. Short-Tail Keywords

Selecting keywords is incredibly important.

However, before you proceed, you should know that we can divide keywords into 2 categories: long-tail and short-tail.

Long-tail keywords are used when you aim for precise search results.

They are most commonly used by ones who are well aware of their needs, the desired brand, and the exact parameters of the sought-after product or service.

Three examples of long-tail keywords:

• How to make dog food at home
• Where to eat breakfast in London
• Garden furniture from recycled material

Below, you’ll find the monthly search results for a given phrase.

Interestingly: none of them are searched for more than 720 times a month.

Conversely, short-tail keywords are used when you want to reach a broad audience, or, when you don’t have detailed information about your product. They work well for general topics and industries where competition is high.

Nevertheless, they might not bring highly targeted traffic and can be less effective for specific or niche queries.

Examples of long-tail keywords:

• Dog food
• Garden furniture
• Breakfast London

Now, look at the comparison. The most frequently searched phrase is as much as 110,000 times on a monthly basis!

Let me quickly calculate:

3 examples of short-tail keywords: 115,280 monthly queries on Google.

3 examples of long-tail keywords: 750 monthly queries on Google.

115,280.00 – 750 = 114,530

Long-tail keywords got 114,530 more queries in a month.

What’s also important?

They searched for basically the same goods, only the words “slightly” differ.

Significant difference, isn’t it?

Pre-conclusions:

1. Short-tail keywords are much more frequently searched.
2. Long-tail keywords are less competitive.
3. Your SEO strategy must include both short and long-tail keywords.
4. Choose phrases that are searched for—remember, not every keyword is searched by users.
5. If you want to position keywords that aren’t searched on the internet—it wouldn’t make business sense (and it’ll make you furious).

Is SEO Really Important?

Hell yeah—it is.

Every day, billions of searches are performed by users on Google for various information and products. This is one of the reasons why search engines (Google, alike others) generate most of the traffic to websites.

This is also another reason why your website must be visible for specific keywords within your industry to generate such traffic.

Note that organic search generates 53% of all site traffic, in contrast—PPC generates only 15%. That’s why SEO is a must-be-used element of your marketing strategy.

Furthermore, the value of the SEO sector is estimated to reach $122.11 billion by 2028. SEO yields tangible business outcomes for brands, and companies of various magnitudes.

Now, look what the chart says:

The first position in Google’s organic search results generates 27.6% of the total traffic. For comparison—the 10th position, the last result on the first page of Google, generates only 2.4%. This difference is colossal.

If 1,000,000 users search for a product that you offer and 27.6% of them visit your website from the first position, then you’ll get 276,000 potentially new clients. That’s why it’s worth optimizing your website.

High-Quality Content Matters

Your audience is searching for meaty content on your website, just like Google’s algorithms.

Therefore, when creating content, don’t be frugal with words, but also avoid waffling. Google wouldn’t mind, but your audience will abandon reading your website.

Why is High-Quality Content So Important for SEO?

High-quality content is crucial for SEO because it significantly influences how search engines rank your site, literally.

The more, essential and unique content on your website, the better.

More importantly, search engines prioritize websites that provide valuable and relevant information to users, and high-quality content meets these criteria. It engages readers, keeps them on your page longer, and reduces bounce rates, all of which are positive signals to search engines.

Additionally, well-crafted content helps in effectively utilizing keywords and phrases that users might search for, which improves your site’s visibility. There occurs a direct correlation between high visibility (on particular keywords), and high-quality content on a given website.

And you know what? There’s no high visibility without high-quality content. There’s no magic.

Beyond SEO, quality content establishes credibility and trust with your audience, encouraging them to return and share your content with others. This organic sharing and return traffic can further boost your SEO efforts.

Last but not least, high-quality content leads to backlinks from reputable sites, and this is one of the most crucial factors in outperforming your website over your competitors.

How to Write Good Content to Be More Visible on the Internet?

Writing content that boosts your visibility on the internet involves understanding your audience’s needs, focusing on high-quality, informative content, and using keywords strategically. It’s not easy, as you have to work on adequate keywords for your niche. And what’s really important—never use too many similar words because it leads your content to be penalized as keyword stuffing. Google doesn’t like it, believe me.

Make sure that your blog posts include:

• Synonyms
• Various ideas
• Unique copywriting
• Headlines (H2, H3, H4, etc).

How to squeeze your copy? Encourage readers to share your content by integrating social media buttons and compelling calls-to-action (CTA’s)!

Regularly update your content to keep it relevant as trends and audience interests evolve. By adhering to these practices, you can significantly increase your content’s visibility and effectiveness online.

How Much Content is Too Much, and How Much is Too Little?

I’ll give you the simplest and most effective answer possible.

Too little content: < 300 words.

Too much content: > 5,000 words.

If your posts have fewer than 300 words, there’s a high risk that your page will receive an algorithmic penalty known as the thin content penalty. This is unnecessary; write more than 300 words. In an ideal scenario—always more than 1,500 words.

Above 5,000 words? There’s no penalty, but there also aren’t engaging readers. Enough is as good as a feast, you know what I mean.

How can you tailor valuable and juicy content to your audience & Google? Start from scratch.

Value Is the Cornerstone

Focus on valuable and well-structured information that satisfies users’ needs.

Quality content is always designed to offer users something valuable. This could include new information they didn’t know before, a guide that helps them accomplish a task, or even something that can bring them money out of your knowledge.

All engaging content aims to provide something helpful to the person reading it.

But hey, it’s not enough.

—> Content Must Be Relevant

Craft content that closely relates to what people search for, using target keywords naturally.

—> Always Be Original

Copy-pasting from your competition ain’t the best option.

Research? Sure, but be original & don’t plagiarize. Google with catch it, and your website won’t get indexed.

Offer unique perspectives, insights, or experiences related to meat. Stand out by providing content that isn’t easily found elsewhere. Your audience will love that, Google either.

—> It’s All About Consistency

Did you start posting 2x a week? Keep it up. Avoid posting occasionally.

If you want your website to rank high, you must maintain a regular frequency.

Consistently refreshing your content ensures it remains current and relevant. This demonstrates to your audience that your website is actively maintained and in sync with the times.

—> Get Backlinks 

Attract links from reputable sources, as they signal to Google that your content is reliable and worth showing. Backlinks, also known as inbound links, are links from other websites pointing to your content. They serve as endorsements from other web sources, indicating the credibility and authority of your content.

Earning backlinks from reputable and relevant websites is an essential part of improving your search engine ranking.

—> Understanding of Google’s Algorithms For Your Content

Content and SEO are the best friends. That’s why they have to go alongside. 

Google algorithms analyze content based on various factors to determine its relevance and quality. These algorithms consider aspects like keywords, user intent, freshness, and engagement.

Content that aligns well with search queries, provides valuable information, and is regularly updated tends to rank higher. Google also evaluates factors like backlinks and user signals to gauge content credibility.

Generating content that can attain high rankings for those specific keywords is equally important. Crafting content is an integral aspect of SEO that cannot be substituted.

To find high your website in Google’s search rankings, you should make content that’s in the top 10 for a certain subject. The first page of search results has 10 natural results, and that’s where you aim to appear.

However, to organize certain rules regarding content on websites, Google has created a new algorithm. It’s called E-A-T Google.

E-A-T stands for:

• Expertise: Content is more credible when created by individuals or sources with relevant knowledge and experience in the subject.
• Authority: The reputation and credibility of a content source are determined by factors like backlinks from reputable sites and recognition, establishing its trustworthiness within its field.
• Trust: Reliable content is built on accurate information, meticulous research, and an absence of false or misleading data, and fostering user trust.

In a nutshell: the more attention you pay to creating valuable, interesting, and trustworthy content, the better it is for your audience and Google’s algorithms.

You might wonder: Why did Google come up with the idea of establishing such strict rules for content?

It’s not a surprise that the internet is flooded with fake news and information that isn’t reliable. Especially in educational projects—like this blog—it’s crucial to provide accurate information based on data and references to trusted sources. Hence, that’s the idea behind creating such an algorithm.

Types of SEO

SEO is mainly divided into 3 types:

1. Technical SEO: Considers all the technical aspects of a website.
2. On-site SEO: Enhancing website content for both—users and search engines.
3. Off-site SEO: Enhancing rankings by acquiring backlinks, networking, and promoting beyond the website’s confines for optimization.

Technical Aspects of SEO

Technical SEO refers to the optimization of a website’s technical aspects to enhance its search engine visibility and performance. 

It involves improving various technical elements of a website to ensure that search engines can crawl, index, and understand its content effectively. Technical SEO focuses on factors such as:

• indexing,
• site structure,
• URL structure,
• website speed,
• mobile-friendliness,
• crawlability, and so on. 

By addressing these technical aspects, websites can provide a better user experience and improve their chances of ranking higher in search engine results.

On-Site SEO

On-site SEO, also known as on-page SEO, refers to the practice of optimizing individual web pages to improve their search engine rankings and visibility. 

Involves optimizing various elements directly on the website, such as content, HTML source code, meta tags, internal links, and URL structures, to make them more relevant, user-friendly, and accessible to search engines. 

The goal is to align the content and structure of the web pages with the intent of search engine users, leading to higher rankings and better organic traffic.

Off-Site SEO

Off-site SEO, also known as off-page SEO, refers to the strategies and activities carried out outside a website to improve its search engine rankings and online reputation. 

Takes into account building high-quality backlinks from other reputable websites, as well as engaging in online networking, social media promotion, and content marketing efforts to increase the website’s authority, credibility, and visibility across the internet.

Off-site SEO complements on-site SEO and contributes to a website’s overall search engine performance.

SEO vs. PPC

If you heard about SEO, then PPC isn’t unfamiliar to you.

PPC stands for pay-per-click. It’s an advertising model where clicking on the ad takes you directly to a specific webpage, often showcasing a particular product or landing page.

This aims to encourage a purchase or conversion for the advertiser.

In essence, advertisers compete for particular keywords or phrases they wish their ads to display for in search engine results. When a user searches using those keywords, the ad from the advertiser will appear in the top listings. 

To put it simply, if search marketing were a coin, SEO and PPC represent its two faces – SEO being the unpaid aspect, and PPC representing the paid side.

Four factors that will help you choose the best solution for your business.

Keyword Research

Similar to selecting a keyword for SEO purposes, you’ll also need to pick keywords for your PPC advertising, requiring thorough keyword research.

Bid Setting

Bid setting determines the amount you’re willing to pay Google for a click on your ad. If competitors bid higher, your ad’s visibility might decrease, resulting in fewer clicks.

Fine, it’s something new that you don’t meet in SEO.

Ad creation involves crafting the content and destination of your ad.

For instance, when you search “SEO tool”, this ad creation you can find from MOZ.

Google assigns quality scores to your launched ads, indicating their relevance and utility. Generally, higher quality scores enhance visibility and lower click costs.

Target Your Audience

Choosing the right audience for your ad is what audience targeting is about. This involves considering factors such as their demographics, interests, location, and much more.

What else you need to know?

You’re surely wondering how long it takes to become visible in paid advertising.

Indeed, if you pay in for an ad in PPC, you’re displayed. It takes just a while.

And yes, SEO takes more time, dedication, and even resource to be indexed in high rankings. 

Once your website is finally visible, you reach your audience and generate traffic, even not paying for it a broken dime. This is the magic of SEO.

What Tools You Should Use to Boost Your SEO?

What does it actually mean to say that your SEO can be boosted?

Good tools mean faster high rankings, better indexing of keywords, and as a result—robust traffic on your website! After all, that’s what every SEO strives for, right?

Therefore, choosing the right SEO tool is not simple, although it is highly desirable.

If you’re just starting your SEO journey, I recommend 3 tools.

1/ Rank Math

I have personally been using it since the start of creating this blog.

For those using WordPress, Rank Math is a popular plugin that helps you optimize your content for search engines. It provides real-time content analysis and suggestions for improving your posts and pages.

Sign up and start using it for free—today!

2/ Senuto

As I wrote earlier—good content is fundamental, and Senuto will find the best solution for it.

Senuto is a professional SEO tool that, apart from analyzing your keywords, precisely creates content that will generate better results on your website. It is a Polish tool, but it is becoming increasingly popular abroad. And you know what? It’s the best-priced on the market.

3/ Seodity

Seodity is a plugin that allows you to easily optimize your website.

Known for its domain authority metric, Seodity offers a suite of tools that assist with keyword research, on-page optimization, and link building. Additionally, the pro version includes site audits and rank tracking functionalities.

You can use Seodity for both on-page and off-page optimization to enhance your e-commerce performance.

Sounds interesting? Register here and start using it today.

Guarantee in SEO: Explained

A guarantee in SEO is one of the most interesting topics in the agency-client relationship.

Why? Let me explain.

Of course, from a client’s perspective, a result’s guarantee is an excellent example of a business model. You only pay when specific results are achieved. Sounds great, right? Unfortunately, it’s not that simple, and no one can guarantee the position of your page—not even Google itself.

A guarantee might be feasible if you had direct control over the product or service you create. In the case of search engine optimization, the main player is the search engine Google itself, and everything depends on it, specifically on the updates to its algorithms.

Therefore, guaranteeing positions in SEO is at best unethical, not to mention that it’s a falsehood.

Of course, in defense of every agency, you have full control over the outcome for your client. The links you create and purchase, the content you write, the quality and quantity of keywords you work on, and even the frequency of site optimization—all these have a direct impact (and quality of performance) on your client’s site.

What’s the guarantee in SEO, and why it’s been offered?

In a nutshell, there is no guaranteed outcome in SEO. The nature of search engine algorithms, particularly those of Google, makes it impossible to promise specific rankings. This is because algorithms are constantly evolving and are influenced by numerous factors beyond the control of any SEO practitioner.

Agencies can employ best practices to significantly improve the likelihood of ranking well, such as optimizing content and building quality backlinks. However, due to the competitive and dynamic nature of search results, absolute certainty in SEO is unattainable. Therefore, if you want to keep your customers & build with them long-lasting relationships, don’t propose any guarantee.

SEO guarantee: performance-based model. Would it work?

This is a very good question and example.

One of the main SEO models is based on results. Just as you cannot give guarantees (because that would be lying), you can settle accounts with clients based on outcomes. You could then state that the invoice will be issued based solely on the results. No results, no money. Period.

Can you guarantee results in this scenario to acquire a client?

Here we are more into wordplay than pure SEO practice.

In my experience, I’ve told my clients that I can guarantee; they will pay only when results are achieved. This gives them a guarantee of payment for effectiveness, not the actual ranking of their site. This is fully truthful and credible.

However, this assumes that the business model of your company (or yours, if you are a freelancer) provides for payment for results.

The most popular SEO business models are:

—> Retainer model (monthly fixed remuneration).

—> Hybrid (fixed remuneration and the rest based on performance).

—> Performance-based payment (payment only based on performance).

9 Facts About SEO

These are the final thoughts about SEO in practice.

1. SEO is a Marathon. Yes, you won’t see results asap. You must work on your visibility a few months to see your website high in rankings.
2. Nobody Can Give You a Guarantee. Even Google can’t give you a guarantee for X results over Y time. Not kidding.
3. Content is the King: Google loves content as much as your customers. Put your heart into describing your products or services. But don’t exaggerate, neither sugarcoat. It can be counterproductive.
4. SEO is Never “Done”. SEO is an ongoing effort. Even if you’re the best, no. 1, you still have to get better.
5. Don’t Mess with Google. Rather, consider it as persuading Google to position your page higher by demonstrating the worth you offer to users. Black-hat SEO doesn’t work, believe me.
6. It’s Not About Magic. Unfortunately, there are no codes for better results. Only tried-and-true methods will yield outcomes.
7. Understanding Your Audience is the Cornerstone. The better you know your target audience, the easier it becomes to develop a successful SEO plan.
8. Mere SEO Isn’t Enough. Neglecting your core business—your product or service—undermines any level of optimization.
9. SEO Goes Beyond Installing SEO Plugins. SEO plugins will help you optimize your content and adjust it to search engines’ requirements. And what’s the best here? It’s totally free!

Frequently Asked Questions (FAQs) for SEO

“If you click here, and it’s green, then it means that the SEO works.” I remember these words from the classes at my uni 🙂 But it’s not, really.

SEO plugins serve as valuable aids. But the mere installation of one doesn’t automatically render your website instantly “SEO-friendly.” Even too many plugins slow down a website’s speed. Be cautious.

Have you got any questions, or you’d add something more?

Let us know in the comments!

And don’t forget to add me to your network on LinkedIn or X (ex-Twitter).

Thank you for reading & contributing!
Simon

Author Profile

Simon Gorlak

Simon Gorlak is a Digital Marketing Expert with over 8 years of experience. He specializes in 3 areas: SEO, Lead Generation on LinkedIn, and Email Marketing. Simon's blog gathers knowledge that helps Marketers & C-level to increase profits from their online businesses. Also, his content helps to reach the most difficult customers, make others' content to be read & purchased. Besides digital marketing, Simon speaks 4 languages: English, Spanish, Portuguese, and Polish & works as a Head of Business at an Indian Start-up.

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