Search engine optimisation (SEO) 101: Beginner's guide to improve your ranking on Google

SEO (Search Engine Optimization) is the practice of optimizing a website or webpage to increase the quantity and quality of its traffic from a search engine’s organic results. Because organic search is the most prominent way for people to discover and access online content, a good SEO strategy is essential for improving the quality and quantity of traffic to your website.

Search engines are like libraries for the digital age. Instead of storing copies of books, they store copies of web pages. When you type a query into a search engine, it looks through all the pages in its index and tries to return the most relevant results. To do this, it uses a computer program called an algorithm.

Nobody knows exactly how these algorithms work, but we do have clues, at least from Google.

Significance of SEO

It is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. A higher ranking when someone searches a term in your industry increases your brand's visibility online.

Brands need SEO first, as it is the most viable and cost-effective way to both understand and reach customers in key moments that matter.This, in turn, gives you more opportunities to convert qualified prospects into customers.

Many brands and businesses know (or think they know) that they need SEO for their digital properties, and the benefits they will get from the SEO work being implemented on their behalf.

From understanding macro market shifts to understanding consumer intent in granular detail, SEO tells us what customers want and need.

While the role of SEO may change and strategies change, new avenues are constantly opening up through different entry points such as voice, apps, wearables, and the Internet of Things (IoT).SEO data and formats – spoken or word – gives us clear signals of intent and user behavior.

It does this in many ways:

  • Search query data.

  • SERP analysis.

  • Analytics data and AI insights.

Parameters used by google:

1. Site Security

As far back as 2014, Google has discussed site security as a ranking factor. Now, it’s one of the most important Google ranking factors on this list. Site security refers to the use of HTTPS encryption. Sites with HTTPS encryption have SSL certificates that create a secure connection between a website and its users. It adds an extra layer of security that protects information exchanged between users and the site.

2. Crawlability

If you want Google to rank your site, allow search engines to crawl your site properly.

  • Submit a sitemap to the top search engines.

  • Check your index status in Google Search Console to review the number of pages Google has crawled on your site.

  • Properly use robots.txt to tell which search engines which pages they should access and which pages they should ignore.

3. Page Load Speed

Another SEO ranking factor that relates to user experience is page load speed. Slow loading sites provide bad user experience. Search engines know that people want to find answers as fast as possible, so they prefer to show sites that will load quickly for users. This is even truer for mobile sites, as Google announced that its Speed Update would make load speed a ranking factor for mobile searches.

4. User Engagement

Search engines look to users to help them determine which pages they should promote in search rankings. They consider how users interact with results to determine which pages are better and more useful to searchers. Google does this through an artificial intelligence tool called RankBrain. User engagement factors include:

  • Click-through Rate (CTR): The percentage of people who click on a search engine result when it is presented to them

  • Time on Site: The amount of time someone spends on a page after finding it via search

  • Bounce Rate: The percentage of people who quickly leave after viewing only one page on a site they find via search

4. The Right Target Keywords

Don’t go blindly into content creation. Strategically create content by performing keyword research to tell you what keywords to target and topics to cover. Keyword research is the process of identifying popular keywords that can drive traffic to your site.

Consider how Google ranks keywords to help you choose the best keywords for your content.

  • Target long tail keywords. As voice search grows in popularity, more people are searching for long phrases and questions. Appeal to this type of search by finding long tail keywords (keywords that are three or more words) in addition to shorter generic keywords to target in your content.

  • Understand keyword search intent. Search intent is the reason why someone searches (i.e., because they want to learn, buy, or navigate to something). Google boosts rankings for pages that have content that matches keyword intent, so be sure you understand how different types of keywords map to different types of content, in different parts of the purchase funnel.

  • Target terms within your site’s competitive range. Some keywords are extremely competitive and will be difficult to rank for. Focus on keywords that are within your site’s competitive range. Use the Keyword Difficulty tool in Alexa’s Advanced Plan to identify terms that are within your competitive ability easily. The tool considers your site authority and highlights keywords your site can rank for.

Best practices

Most lists of SEO best practices are packed to the brim with bad, out of date advice. Either that or they focus on things that only apply to a small percentage of readers.

1.Use HTTPs

HTTPS makes the pages on your site more secure by encrypting information sent between the visitor and server. It’s been a Google ranking factor since 2014.

You can tell if your site is already using HTTPS by checking the loading bar in your browser.

The good news is that switching to HTTPS is a one-time job. Once installed, every page on your site should be secure—including those you publish in the future.

2. Target a topic with search traffic potential

Keyword research is a critical component of SEO. There’s no point putting time, effort, and money into trying to rank for things that nobody is searching for (unless you just want to attract links).

3.Add Depth to Your Content

A lot of people wonder about the best length for website content. Does it matter how long a post is? Yes. However, this isn’t entirely the end of the discussion.

It’s not necessarily how long a piece is when creating the perfect post. It’s about the information you deliver and if you can engage the audience.

In reality, you want visitors to walk away fulfilled and satisfied you have answered their questions. Keep an eye on your site’s data and let your target audience show you the articles they find the most attractive.



Businesses looking to have full visibility over their website traffic and the effectivity of their marketing approaches may have the answer in SEMrush. This tool suite for digital marketing management provides engagement information that digital marketers can use to better position the brands they work for in search engine rankings and in the minds of their target market. With SEMrush, marketing professionals gain insight into the interests of consumers and potential demographics, giving them an edge over their competition. Armed with this knowledge, marketers can come up with more eye-catching content.


  • You are serious about your online business and want to grow it

  • Most of your website traffic comes organically from search engines and you cannot compromise losing on high-quality organic traffic that converts to sales or revenue.

  • Your websites already generate some revenue and you want to grow the revenue through strategic measures.

  • You are facing steep competition and want to be ahead of the curve.


  • You have just started out and tinkered with a new business idea or a blog.

  • You have little to no experience in any online business, especially the one which heavily depends on content for customer acquisition or lead generation.

  • You have no content in your website or blog, you are learning the ropes. By no content, I mean very less content (e.g less than 50 posts).

  • You are satisfied with Free keyword research tools and don’t want advanced analysis or cutting edge details about your competition.

Google Cloud Platform

Google Cloud Platform (GCP) is a top-notch Infrastructure-as-a-Service (IaaS) solution with various cloud services that will appeal to users of Google services. Features include impressive AL and ML functionality and outstanding overall performance.


  • Powerful platform with excellent support for Windows and Linux.

  • Vast array of global private networks equals speed and ease of connectivity.

  • Impressive selection of AI and data analysis apps.


  • Pricier than AWS.

  • Can be a challenge to integrate with non-Google products.


Ahrefs is a professional-grade SEO tool with powerful features across everything from keyword management to competitive analysis. While its interface isn't geared for beginners, it's a solid choice for experienced digital marketers.


  • Exceptional site-specific and internet-wide crawling capability.

  • Solid ad-hoc keyword research.Comprehensive domain monitoring and comparison.

  • Improved keyword suggestions.In-depth SERP analysis.Basic keyword management.


  • Limited SEO reporting.Bare-bones UX.

Google Analytics

Due to its brand recognition and the fact that it's free, Google Analytics is the biggest name in website and mobile app intelligence. It has a steep learning curve but it is an awesome business intelligence tool.


  • Exceptional platform for website and mobile app analytics


  • Customer support has way too much automation.

  • Focus on marketing and advertising can be frustrating to users.

  • Relies mostly on third parties for training.


DeepCrawl is a top-to-bottom site crawler, and it does this job well. However, a lack of any other kind of SEO capability will keep marketers looking for all-around tool sets looking for other solutions.


  • The most granular and comprehensive website crawling tool we tested.

  • On-page SEO recommendations.

  • Responsive modern interface.

  • Google Analytics and Google Search Console integration.

  • Backlink tracking.AMP metrics.

  • Desktop/mobile/tablet breakdowns.


  • Site crawling is all it does.

  • No keyword research, position monitoring, or web-wide indexing features.

  • Depth of crawled data can be overwhelming if you don't know what you're looking for.

Final Thoughts:

In particular, SEO helps consumers when in need, and implementing robust, quality SEO on a brand’s website and digital properties will benefit brands and their marketing efforts.

SEO has its challenges, but the opportunities it brings help future-proof success for any type of business and are critical to a brand’s web presence now and in the future.