SEO Foundations

Search engine optimization (SEO) is a great way to gain exposure to your website. By making small improvements, you can build your audience through search engine results. It’s a long-term process that when done right can help drive a large amount of free organic traffic. The goal is to connect people looking for relative content to an authoritative entity (Booth, 2020).

Content written on your website is found by search engine algorithms and includes phrases or words that your audience might use. The other factor that influences SEO is authority. It’s not about how many websites link to you. It’s also about the quality of the websites and the relevance they have towards you. In the end, you want to serve a specific audience with the right content. You’ll find people reading, posting, and sharing you’re your product and service. Like a snowball effect, this will give you more credibility and help you move up in the rankings.


Keywords: The Foundation of SEO

If you want to optimize for SEO, you need to know what keywords that are relevant to your website. You need to take the time to brainstorm what keywords will work best. Remember to think from the customer's perspective. What kind of phrases would they use to find your products? It’s important to find keywords that are relevant compared to how much search traffic they get.

The more exact phrases you include, the more likely people will act on your website. These are also called long-tail keywords. For example, if you’re looking for people to buy your vitamin B supplement. You want to incorporate phrases that people might search for when they are looking to buy. Instead of targeting people that type “supplements”, try and go deeper. Such as “buy vegan vitamin B capsules”. This will increase the relevance and profitability of your website.

Next, you’ll want to make sure that enough people are searching for that keyword monthly. Places such as Google Trends is a great place to start. Once you have your list of keywords, you need to begin testing them. It’s only then will you know which keywords are driving conversion.


Content Optimization: How Search Engines and People View Web Pages

If you want both people to view your site, you’ll need your content to have clarity, quality, and trust. When people like your content, they tend to share it. Search engines view this as a sign of trust. As your trust builds, you’ll be rewarded with a higher ranking and more visitors.

It's important to optimize your site structure so search engines can crawl through your website. You can do this by utilizing proper keywords in areas such as the title, URL, header, and meta tags. This will help lead people to click on your site. Using keywords in your description will help reassure users this is exactly what they’re looking for (Booth, 2020).


Content Optimization: Technical SEO

Search engines analyze web pages in a different way compared to humans. You want to make it easy for search engines to discover content. Through tools such as sitemaps, you can create a breakdown for search engines. Sitemaps help guide them on the journey of your website. You can also create certain text files to control what information you want the search engines to find. Pages such as a membership site where certain people can visit. The best way to learn more about how well your website is doing for certain keywords is to create an account on Google Console and review your data.


Long-Term Content Planning

Creating a long-term content strategy is becoming essential for online business owners. A content strategy is the planning, creation, and management of usable content (Booth, 2020). You need to start by understanding who your target audience is, and what their needs are. By knowing these traits, you can figure out what kind of content your audience wants.

Next, you’ll want to plan on creating content on a consistent basis. Make sure you focus on the quality of the content over how much you’re putting out. Many business owners forget to manage the content once it’s published. Keeping track of how well each page is doing in keyword ranking and customer enjoyment.


Link-Building SEO

To improve your search engine visibility, you’ll want to set a goal of increasing your link popularity. By having trustworthy sites link to your content, you’re gaining a vote in the eyes of search engines. To build your link popularity you’ll want to focus on three things: the number of links you have pointing to you, the ratio of links to linking domains, and the quality of those links (Booth, 2020).

There are many ways to build the number of links connected to your website. Filling content gaps, encouraging guest content, or creating a partnership with a trustworthy site are a few examples. By gaining these areas of focus, you’ll gain authority and trustworthiness on search engines.


Measuring SEO Effectiveness

Businesses such as professional bloggers rely on people visiting their websites. The best way to know how well your content is doing on search engines is to analyze your keywords and links. The first thing you’ll need to do is install an analytics solution to help track your goals and key metrics. By setting and tracking goals, you’ll have objectives that you can strive for your business. Setting up KPI’s such as a change in organic search traffic and keyword search queries is a great place to start. You’ll also want to analyze what people are doing once they land on your site. This can help you see what content people want and what products are selling through your keyword targeting.


Ecommerce: Local and Mobile SEO Considerations

When people are looking for a product you sell, you want to make sure they can find you. You can do this by adding accurate mete data to the products on your website. This helps search engines know exactly what you’re selling. Making them feel more confident in showing your product to users. By knowing how your audience is searching for you. You can be more focused on content that will dive your audience to your website. Make sure to track the conversation on your product on external sites to gain more knowledge. There are alert tools that can help you find the conversation.



This guide has helped you become more aware of the importance of SEO. You should now have a solid foundation on how to begin implementing a plan to get started. If you’re looking to learn more about SEO, can be a great place to expand your knowledge. There are many books such as The Art of SEO that can be an excellent reference for you to return to when needed.


Your Conclusion

With billions of websites on the internet and growing, the competition is fierce. Building a website and hoping people find you doesn’t work anymore. You need to make sure you’re doing everything you can to gain the attention of your audience. SEO has become a full-time career for people and it’s easy to see why. Start taking the extra steps in learning how search engines find your content. This will help you gain a significant advantage over your competitors.



Booth, D. (2020, December 16). SEO Foundations. Retrieved from LinkedIn Learning :

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