What is SEO? A Simple Guide for Beginners in the Field

Simply having a website or another type of presence online just isn’t enough these days. You need people to actually find the online content you’re putting out there. This is where search engine optimisation (SEO) comes in. 

Whether you’re running a blog, a business website or an e-commerce store, SEO helps your content to appear in the search engine results pages (SERPs), on platforms such as Google, Bing and even Yahoo!. 

This makes it easier for your audience to discover you and find out more about what you do or offer. For beginners, SEO might sound technical or even intimidating. It’s often deemed to be filled with unfamiliar terms like keywords, backlinks and algorithms. 

However, in reality, the core idea is quite simple. SEO is about making your content more visible, useful and accessible to both users and search engines. In turn, this adds value to your content, resulting in being ranked higher in the SERPs.

In this guide, we’ll be breaking down SEO into clear, easy-to-understand concepts in order for you to start building a strong online presence, even without prior experience. Let’s get into SEO for beginners.

What is SEO?

Search engine optimisation, or SEO as it’s more commonly referred to, is the process of improving a website so that it ranks higher in the SERPs, including search engines like Google, Bing or Yahoo!. The higher the website appears in the SERPs, the more likely it is that people will actually visit it. In simple terms, SEO helps your website get free organic traffic from search engines.

Why is SEO important?

Imagine having a website that no one can find. If this is a problem you’re having, then simple SEO techniques will be on hand to solve that problem for you. But why is it so important in the world of marketing? SEO matters for a wealth of reasons. Firstly, it increases visibility. This is what helps your website appear when people search for relevant topics or subjects. 

Secondly, it drives traffic. Therefore, there’s no need to pay for adverts. Thirdly, it builds credibility. This helps because high-ranking websites are often more trusted in comparison to websites that appear lower down in the SERPs. Finally, it improves user experience (UX). Good SEO also makes your website easier to use and navigate. In summary, here’s why SEO is important:

• It increases visibility
• It builds trust and credibility
• It drives organic traffic
• It boosts user experience (UX)

How do search engines work?

The inner workings of a search engine might seem complicated, but there’s an easier way to break down how a search engine, like Google, functions. We’re going to be looking at three main steps with regard to the function of a typical search engine:

1. Crawling – search engines send out bots (often called “spiders”) to discover new and updated website pages and blog posts
2. Indexing – the discovered pages and articles are then stored in a huge database called an “index”
3. Ranking – when someone searches for a word, term or phrase, the search engine sorts the results based on relevance and quality, displaying them either high up or low down in the search engine results pages (SERPs)

What are the key types of SEO?

SEO is a broad term used to describe a wealth of SEO types. We’re going to be delving deeper into the key types of SEO, all of which fall under the general SEO umbrella. Here are some of the most common SEO types that you need to know about as a beginner marketer in the field:

On-page SEO

On-page SEO focuses on what’s actually present on your website. Some of the key elements that on-page SEO will focus on include keywords, title tags, meta descriptions, headings (H1s, H2s, etc), content quality and internal linking. Internal links are links from one page or element of your website (such as a blog post) to another. This helps with navigation and improves the overall user experience (UX).

Off-page SEO

Off-page SEO refers to actions taken outside of your website. The main factor is typically backlinks. Backlinks are links that have come from other websites to your website. The more high-quality websites link back to you, the more trustworthy the search engines will deem your website. This results in higher rankings and increased trust and authority.

Technical SEO

Technical SEO has a focus on how your website functions and behaves behind the scenes. Some important aspects of technical SEO include things like website speed, mobile-friendliness, secure connections (HTTPS) and general website structure. The better those things are, the better your technical SEO will be. 

Content SEO

Content is paramount when it comes to implementing SEO. The written word is the thing that every internet user will see, read, watch or interact with in some way. Content comes in the form of blog posts, articles, white papers, infographics, videos, podcasts, leaflets, product pages, press releases and more. 

With this amount of variety, it’s no wonder that marketers are using content as a way to implement SEO techniques. It enables keywords to be included, but as well as this, quality content is seen by the search engines to be helpful, relevant and in-depth. 

If the search engine algorithm sees this in your content, regardless of its type, then it’s likely to rank higher in the SERPs (search engine results pages) as a result. It’s this type of SEO that marketers will rely on, as it can be produced by dedicated content writers in a relatively quick timeframe. 

How long does SEO take?

The results you get from SEO implementation aren’t apparent overnight. It’s not an instant thing, as it can take weeks to months to see the effects of it. This is because there are a number of factors that it depends upon, including competition, quality of content and overall consistency. 

Unlike paid ads, SEO builds long-term growth, the results of which are felt over a period of time and not instantly. The idea that SEO techniques see quick results is a common misconception that new marketers in the field need to dismiss. The best way to understand SEO and its effects is by practising it yourself and avoiding mistakes.

What are the most common SEO mistakes?

SEO can be a tough thing to execute if you don’t have much experience in the digital marketing industry. With this in mind, it can be easy to make mistakes that could harm your overall performance in the search engine results pages (SERPs). Some of the mistakes with regard to SEO that you should look to avoid include the following:

• Keyword stuffing (overusing keywords)
• Ignoring mobile users
• Publishing low-quality content
• Not optimising page titles and descriptions
• Expecting instant results

Tips for getting started with SEO

SEO might seem like a daunting concept. It can be complicated if you’re not sure about how it works or what to do to make sure you’re doing it right. If you’re a beginner in the field, then here are some tips to help get you started on your SEO journey:

• Keyword research – find out what people are searching for before creating content. Look for keywords with high search volume and low competition
• Focus on quality – answer real questions your audience has, write clearly and provide value. Quality content helps rankings and makes content easier to read
• Optimise pages – ensure each page is set up properly, including adding keywords to titles, headings and in the first paragraph as a minimum
• Consider mobile-friendliness – many people use their mobile devices to access the internet, so make sure the site performs well on mobile
• Improve page speed – slow websites are frustrating, and they hurt rankings. Compress images, use fast hosting and minimise unnecessary code
• Build backlinks – backlinks signal trust to search engines. Write guest posts, share content on social media and collaborate with other sites for good measure
• Use internal links – link to other pages on your own website. This helps users navigate the site more easily and to understand your content
• Track your progress – SEO is an ongoing process, so monitor and track analytics like traffic, ranking and general user behaviour
• Be patient – SEO takes time, and its effects won’t be apparent overnight. Bide your time, keep tracking and analysing and trust the process

Kumo is a digital marketing agency with over two decades of experience in the field. We have a team of SEO specialists, PPC professionals, content writing experts and exceptional website designers on hand. Together, we can propel your business into the spotlight and set your apar from your competitors. If you’d like further information about our marketing services, get in touch with a member of our friendly, knowledgeable team today – we’re always pleased to hear from you.