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SEO for Beginners

1. What is SEO?

SEO stands for search engine optimization. It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.

SEO isn't about tricking Google or gaming the system. It's simply about creating a website that has optimized code and formatting which makes it easy for search engines to find your website. SEO also involves making sure your site follows the best practices for website usability, engagement and retention (which webmasters have known since 2007), in order to grow your audience organically.

2. SEO Best Practices

The following are some of the key best practices that we follow at Big Commerce in order to achieve high rankings in the SERPs:

Unique Title Tags

Metadata Descriptions

Headings (H1s)

Image Alt Text

Internal Links

3. Getting Your Website Ready for SEO

You have to make sure your website is optimized as well as possible. This includes everything from finding the right keywords, to adding structured data markup, to making sure your site loads quickly.

4. On-Page and Off-Page SEO

On-page SEO consists of the management of all visible elements of a web page (text content, images, videos, etc.), but also includes other elements that are not visible to the naked eye - such as meta tags (keywords, descriptions) and URL structure. The goal is to ensure these elements are optimized for search engines and that they are in line with the keywords you have built your strategy around.

Off-page SEO deals with external factors that can affect your site’s ranking on search engines. It includes strategies such as link building (we will talk more about this later), social media promotion, and influencer marketing. While off-site SEO is a little bit more complicated than on-site SEO

5. Link Building Best Practices

Link building is the process of creating high-quality links to your website from other websites. High-quality links can help increase your search engine rankings and help drive more traffic to your site.

Search engines look at the number of quality links that point to a website when deciding how high it should rank in their results pages. They also look at the quality of those links. For example, a link from an established and trusted resource would be considered more valuable than a link from a relatively unknown website.

Google uses a complex algorithm to decide which websites appear in the page one results for any given search term — there are hundreds of factors that determine how the algorithm ranks websites. Links are just one of the many factors that are considered, but they are an important one, particularly because Google has said that links are a big part of its algorithm since its earliest days.

If you're trying to improve your website's performance in Google's search engine results pages (SERPs), you'll need to pay attention to your linking strategy.

6. Content Marketing Best Practices

Content marketing is a strategic approach to marketing that revolves around creating, sharing, and distributing valuable content. These content assets can be used to educate customers, build brand awareness, generate leads, and more.

Content marketing is different from traditional marketing tactics such as advertising or direct mail because it usually doesn't push a product or service directly. Instead, it focuses on using valuable content to motivate the consumer to take action.

7. Measuring and Tracking Success

There are plenty of ways to measure and track the success of your SEO efforts.

Analytics software can be used to monitor traffic levels, site usage patterns and conversion rates. It can also highlight areas of your site that require attention, such as high bounce rates (visitors leave right away) or low time on site (visitors aren't finding what they want).

When setting up analytics for a site, it's often helpful to set up "segments" that group your visitors into smaller samples, like mobile users and organic search traffic. To do this, you'll need to use tracking information in Google Analytics.

Social media tracking tools let you analyze how often your products or services are mentioned across social media platforms like Facebook and Twitter. You might check how often customers mention a product name or share a link about one of your promotions. These types of mentions are known as "social signals," and they're increasingly important in consumer decision-making.

8. Local SEO Best Practices

Local SEO is a method of driving geographically-relevant traffic to your business from Google's local search results.

If you have a brick and mortar store or get clients from a particular service area, local SEO can help your business appear in the Google Map Pack, Local Finder, organic search results and other places on the first page of Google.

Local SEO is different from traditional SEO because it's an attempt to rank for searches that are happening in a specific city or region.

9. How to Start an SEO Campaign

An SEO campaign is a series of coordinated efforts to improve the search engine rankings of your website. It typically involves a number of activities, including:

Content creation

Technical fixes to your website's structure

Link building

Social media promotion

In other words, an SEO campaign is all the work you do to make sure search engines are able to crawl and index your site, and then present it in their results in the most relevant way possible.