Search Engine Optimization: The Basics

What is SEO?

SEO (search engine optimization) is the process of improving a website’s visibility in search engines, with the goal of getting more organic traffic. SEO is about fulfilling users’ search needs by creating relevant, high-quality content and providing the best possible user experience.

The higher your page ranks, the more people will visit your page.

The elements we should always fill out:

• Page Title: This shows in the Google tab and in the search results but not on the physical page. (60ish characters)
  • Should always have your primary keyword in it.
• Headings: These should be used to break up your content and make it easier for viewers to consume. But it’s also a way to make it easy for Google to understand what points you are hitting in your content.
  • H1: should be at the top of the page and should only be 1.
    • Keep in mind that your page title and H1 should be housing keywords we know people are searching and looking for the content we have on our page. That means that sometimes, our internal titles may not always be the best! We will want to bridge that gap for customers in terms of here is what you call it, but here is what it’s called in our industry!
  • H2’s: supporting arguments of the H1. Other headers that help break up content.
    • Ex: when we have a heading that states “requirements” requirements of what? If we have a heading that says “FAQ” FAQ of what? Be specific and use your topic/keywords to provide more context to your headings and let them work in your favor.
• Meta descriptions: This is your selling point in the search results. If someone saw your listing in the search results, this is the piece of content that quickly gives them a snapshot of what they will see on the page. (160ish characters)
• Images:
  • Images are helpful pieces of content because they break up the content, and make it more appealing and easier to digest for the consumer. It also gives us image alt text to take advantage of and if we are adding helpful images, it’s another place we can mention those keywords that the consumer is searching.
    • Image alt text: You should describe the image on the page and when possible, use your keywords. The best way to do this is to find images that allow you to use your keywords! Tell the story of the image as if the person reading your page cannot see it and is relying on the code to be read to them.
• CTA or Call to Action: Be more descriptive with your CTA buttons. “Learn more” about what? “Apply now” for what? “Request info” for what? You are trying to entice the viewer to click the button and sometimes give their information, making it more appealing.
• Fix Broken Links: Make sure all links and buttons on the page work. Anytime there is a broken link that means a poor user experience and creates a lot of frustration.
• Keywords: The best practice is going to be to have one primary keyword and 2-4 supporting keywords. Make sure you are writing your content AROUND your keywords. You won’t rank for a keyword unless it’s showing up in your content, headings, image alt text, and page titles.
  • Keywords in the body copy: You should try not to use your primary keyword more than 10 times on your page UNLESS it makes sense due to how long the content is. Don’t stuff but use it where it fits and sits natural.
  • Word count: at least 500 words per page is the best practice. Depending on the topic, it may take more than that. That being said, be sure that we aren’t just rambling and that the quality is over the quantity. Make sure to break up your content with headings, bullet points, images, and other elements to make it easier for the reader to digest. A huge block of text will not be read as easily or as often as broken-up sections.

Learn the basics of Search Engine Optimization (SEO) by following the video guide.