What’s on this page?
- Basics SEO learn
- Search engine
- On-page and technical SEO
- Content & SEO
- Keyword research
- Link building
- UX & SEO
Basics learn Search engine optimization (SEO)
Before we dive into the special techniques and aspects of how to learn Search engine optimization (SEO), let’s start with the main stuff in Chapter 1. are you ready? Welcome to the ultimate SEO guide for beginners!
Are you new to SEO? Do you wonder how it works? You’re at the right place!
What is SEO?
Search engine optimization (SEO) is the process of improving the position of organic (non-paid) search results in search engines. The higher the website, the more people see it.
SEO has a history of the 90s when search engines first came out. Nowadays, this is an important marketing strategy and ever-growing industry.
If you want to learn SEO, you should be prepared for a lot of creative, technical and analysis work. There are many techniques with different goals, however, the main point remains the same – becoming one of the highest results of organic research.
Simply put, SEO is about running the right website for the right people.
It’s not just about the overall structure or technical background of the website. Your website should be full of quality and best-suited content tailored to your visitors’ needs. And, of course, it should be good enough to connect to other websites.
Is SEO difficult?
Search engines like Google, Bing, Yahoo! And other index websites to create an order based on different ranking algorithms. Can we identify these algorithms? Yes and no
Google uses more than 200 ranking factors. Although we know many of them: quality content, backlinks, or technical things like site speed, many of them are kept confidential.
Of course, you don’t need to know all the factors to rank with your website. To understand what SEO is, imagine a bowl of soup. There are three important aspects:
- The bowl represents the technicalities behind the website (technical and page on-page SEO) – without the right dish, the soup will spread all over the table.
- Soup refers to the content of your website – this is the most important part. Poor content = no ranking, it’s that simple.
- The seasoning shows the quality backlinks that enhance your website’s authority. the last ingredient to perfect your SEO soup.
Search engines are used by Internet users when they are looking for something. And if you want to be that, it doesn’t matter if you sell a product, service, write a blog or anything else, search engine optimization is essential.
Your website needs to be indexed by search engines. Otherwise, you’re lost.
Smart SEO activities improve your ranking in the Search Engine Results Page (SEOP). Higher rankings mean higher traffic. If traffic is busy, this will bring about change.
To sum it up, if you are planning to be successful with your website, you will need to learn SEO. Some aspects are more complex, but very often, the success of SEO stems from common sense and some good practices.
How can I learn SEO? Do I need any help?
Even changes made can make a big difference in how search engines view your website. In this ultimate SEO guide for beginners, we will cover all critical topics and the basics of SEO. You will automatically gain enough knowledge to move forward with SEO.
If you are wondering how to learn SEO, we have a simple answer for you: you will need a lot of study and practice. The good thing is that you will find a lot of information on the Internet for free (including this SEO guide) but you must choose wisely. On top of that, you can attend different courses, classes or webinars.
If you do not want to bother yourself too much or do not have time, you can ask SEO consultants, experts or agencies for help. Note that this method is not free when compared to this guide.
Basic terms vocabulary
- On-page vs. off-page SEO
- White hat vs. black hat vs. grey hat SEO
On-page vs. off-page SEO
On-page SEO means optimizing your website to influence organic search results. Here’s everything you can do on the website – from technical optimization to content optimization:
- meta tags
- URL structure
- images optimization
- structured data
- website size and speed
And many more. We deal with them in Chapter 3.
Off-page SEO covers all the activities you can do to improve the Website SEO Authority by getting backlinks from other websites. There are many ways to get them:
- email outreach
- guest blogging
- social media efforts
- cooperation with influencers
- Write valuable content, so that people like to link to your website
And many more. We deal with them in Chapter 6.
White hat vs. black hat vs. grey hat SEO
Black hats vs white hats originate in western films. It’s like bad boys. Good boys But don’t take these words too seriously. The views on both SEO approaches are different.
The Black Hat SEO Search Engine Results Page is a set of unethical practices for improving a website’s ranking. They are designed to influence search engines while not taking human factors into account.
The black hat SEO can get you to the top of the SERP in a short time, however, the search engine may punish and ban the website sooner or later.
White Hat SEO is a set of ethics techniques that follow guidelines and rules, The white hat is part of the SEO are:
- quality and relevant content
- overall website optimization
- link building
White Hat SEO is a long-term strategy that improves the user experience. Generally speaking, being a good boy in the SEO world is considered the right direction.
Gray hats are also called SEOs, an exercise when you can take less risk compared to the Black Hat technique. Gray hat techniques are not explicitly defined by Google so that you can gain thousands of website users while not losing your rankings in a single day.
Generally speaking, you do not want to make Google your enemy.
In the second chapter of this SEO guide, you will learn how to search engines work, how do people use them, and the types of search queries they submit. We take a look at the technical background behind Google.
Let’s take a closer look at search engines and what are the most important ranking factors that you should focus on.
How search engines work
Search engines have 3 main elements:
- Picking the results
The process goes like this:
Crawling or spidering means scanning a website, with its contents, content, keywords, titles, hyperlinks, images by thousands of small Bots. Any data that can be found on the website is crawled.
Crawlers detect all hypertext links on one website that point to other websites. Then they frequently parser those pages for new links. Boat regularly run on the Internet to update data.
Once crawled on a website, indexing occurs. Imagine a huge catalog of indexes or a library filled with websites all over the world. It usually takes some time to index a website. From our experience, it is 1 to 10 days.
In addition, each time it changes, our good friend crawler scans it again. Note that updates to the website will not appear in search engines unless they are listed.
Picking the results
The results are significant for both developers and users. Once an Internet user submits a search query, the search engine dips into the index and returns a matching result. This is a process of querying billions of websites based on different algorithms.
Search engine companies (Google, Microsoft, Yahoo!) Keep their algorithms accurate. Nevertheless, many ranking factors are well known.
Most of these elements are proven, but some just spec hoaxes or myths. On top of that, some are more important than others. Cyrus Shepherd from Zyppy compiled a great list of Google ranking factors.
You don’t have to understand all of the ranking factors to learn Search engine optimization ( SEO), but it’s best to do at least a basic review.
The backlink profile is based on the number and quality of backlinks that lead to a website. This is a very simple view of Google’s approximation of the power of a website. Each backlink is basically the equivalent of an academic reference.
Some of the more important ranking factors include (in no particular order):
- use of relevant keywords and phrases
- link relevance
- grammar and spelling
- topical authority
- social sharing
- domain age
- page layout
Ranking factors can be broken down into on-page SEO factors (including advanced SEO) and link building or off-page SEO factors.
How people use search engines
The main point of SEO is to be friendly to both users and search engines. If you invest all your money and time in the right technical SEO, this is fine. But if user coordination is poor, your positions can be damaged. And that’s how you start wasting money. The user’s point of view is the number one priority.
The following picture shows a typical user visit in Google Search engine:
Interaction with search engines has evolved over the years. However, the principle is the same:
- Need solutions, information or answers
- Typing a question as a keyword in the search engine
- Going through the first results
- Clicking on one or more results (websites)
- Scanning websites for answers
- Passing other results on the first SERP and / or changing the search engine query, if no response.
Search engines market share
In the chart below, you can see which search engine is most commonly used. The data is from NetMarketesharer reports.
How do we classify search queries?
There are 3 types of search queries:
- Navigational search queries
- Informational search queries
- Transactional search queries
Navigational search queries
Represents the intent to search for a specific brand or website. Users tend to type “youtube” or “google” into the search engine instead of using browser history or bookmarks.
Based on our case study where we analyzed 1,7 billion keywords, brands such as Youtube, Facebook, and Google reached the highest search volume with other navigational search queries.
Informational search queries
They are submitted when users are searching for information. They’re not looking for a specific website, yet for some ways or answers. For example, “how to make pizza”.
Transactional search queries
Intended to make this kind of transaction. It usually comes with the product name (Nike Armex) or the category (snacks). In addition, it can be written “where to buy …”, “… price” or so.
There are many blog posts on how to target a specific search query. However, voice assistants such as Siri, Google Now, and Alexa are gaining popularity and may not be that easy in the future.
Information search queries can be immediately converted to transactions by opening a new app or specifying the option to purchase.
It’s good to be on the first page of organic search results, it’s good to score the top 3 but there’s only one winner, right? Or, is it? This is a matter of perspective.
Websites around the world are updated on a daily, weekly, or monthly basis … well, nothing but this is a different case. The thing is, the Internet is growing every day. When new websites and changes are listed by a search engine, organic results may change.
Another very important factor is the Google algorithm that changes all the time. Minor tweaks may not produce anything, but a major algorithm update could end up as an earthquake in your site.
What we are trying to say is that if you are the winner, your positions can still be contested the next day, and vice versa.
In the chart below, you can see the importance of higher rankings in Google based on the distribution of organic click-through rates (CTR) for Aug 2019 (based on statistics by Advanced Web Rankings).
Of course, ranking first is important, but these days, you have to be very careful with the “zero position”
Let ’s look at the results of the “How to bake potatoes” search query. The first result is Google ’s featured snippet with all the most important information, you do n’t need to check the other results.
There are so many SERP features (also called rich snippets). Why do you need to care about them? Rich snippets affect the behavior when users view SERPs. In other words, common organic search results have a CTR, often with a low CTR.
This is because SERP features have more visual appeal and they often provide more information so that Google search users do not need to click on other results or simply click on specific results.
These are some most common rich snippets you’ll see in the SERP:
- Featured snippet
- Answer box
- Carousel (images, videos, products)
- Image pack
- Map pack
- Sponsored features (Google Ads, flights, shop on Google)
- Knowledge graph
- Top stories
The good thing is that there are ways to see and analyze the effects of these great results. For example, SERPChecker will work.
Type in the keyword, select location, and device type. This tool will show you search results and SERP features if any. It estimates effects on a scale of 0 to 5.
To learn more, click Properties. If you click on the “Preview Snapshot” you can also see the actual appearance of the SERP.