Basics of SEO | You Need to Know 22 Essentials for Optimizing Your Site

basics of seo

Here we’ll investigate the essential things you need to know with respect to Search Engine Optimization(SEO), an order that everybody in your association ought to in any event know about, if not have a good technical understanding.

What is SEO?

Simply, SEO is the umbrella term for all the strategies you can use to guarantee the visibility of your website and its substance on search engine results pages (SERPs).

The techniques fluctuate from specialized practices you can accomplish in the background on your site (we will in general allude to this as ‘on-page SEO’) to all the limited time ‘off-page’ approaches you can use to raise your site’s perceivability (link-building, social media marketing).

With the end goal of this article, when we talk about visibility, we mean how high up the SERP your site shows up for certain inquiry terms in the ‘organic’ results. Natural outcomes allude to those that show up normally on the page, instead of in the paid-for sections…

search for confetti cannon showing organic and paid results

Paid search is also a large part of search engine marketing.

Why do you need SEO?

Building a solid site design and giving clear route will help search engines list your website rapidly and without any problem. This will likewise, more critically, give guests a decent encounter of utilizing your site and support rehash visits. It merits thinking about that Google is progressively focusing on client experience.

With regards to how much traffic is driven via search engines to your site, the rate is considerable, and maybe the most clear pointer of the significance of SEO.

In 2019, Conductor proposed 64% of all web traffic comes from organic search, contrasted with 2% from social, 6% from paid search, 12% direct and 15% from referral sources.

This counts with our own information, with roughly 70-75% of SEW traffic coming from organic.

Of all organic traffic, in 2019 it was discovered that Google represents over 90% of global organic search traffic. So clearly you need a solid presence on Google SERPs, however how solid?

All things considered, as per this examination from Advanced Web Ranking (which I’ve focused on before while talking about how to overwhelm Google) shows that on the first SERP, the main five outcomes represent 67.60%, everything being equal, and the outcomes from six to 10 record for just 3.73%.

ranking positions chart

It’s consequently essential that your site shows up in the best five results.

How are you going to accomplish this? With the following tips, which I’ve part into two classifications: what web indexes are searching for and… drum roll… what they’re not searching for.

What are Search Engine looking for?

1. Relevancy

Search engines attempt to give the most important outcomes to a searcher’s inquiry, regardless of whether it’s a basic response to the inquiry “how old is Muhammed Aasik?” (the appropriate response of which Google will probably give without you leaving the SERP) to more convoluted inquiries, for example, “what is the best steak eatery nearest to me?”

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How search engines give these outcomes is down to their own inward calculations, which we’ll likely never really decide, yet there are factors that you can be sure will impact these outcomes and they’re completely based around significance… For example: a searcher’s area, their pursuit history, season of day/year, etc.

2. The Quality of Your Content

Do you regularly publish helpful, helpful articles, videos or different kinds of media that are mainstream and all around created? Do you compose for real people instead of the search engine itself? All things considered, you should. Most recent exploration from Search metrics on positioning components demonstrates that Google is moving further towards longer-structure content that comprehends a guest’s expectation in general, rather than utilizing watchwords dependent on famous search queries to make content.

Fundamentally, quit agonizing over watchwords and spotlight on the user experience.

3. User Experience

There are numerous SEO benefits for giving the most ideal user experience. You need an effectively safe, unmistakably accessible site with important inside connecting and related substance. All the stuff that keeps guests on your website page and hungry to investigate further.

4. Site Speed

How rapidly your website pages load is progressively turning into a differentiator for search engines. Google may before long beginning naming outcomes that are facilitated on Accelerated Mobile Page (AMP) so this may conceivably be the ‘mobilegeddon’ of 2020.

5. Cross-device Compatibility

Is your website and its content equally optimized for any given screen size or device? Bear in mind that Google has stated that responsive design is its preferred method of mobile optimization.

6. Internal Linking

We’ve discussed the advantages of guaranteeing your site has clear and simple to-utilize route, but at the same time there’s a training that editors and scholars can complete when distributing articles to help push traffic around the site and that may prompt higher trust signals for Google internal linking. (See what we did there.)

Internal Linking has numerous preferences:

It gives your crowd further understanding choices. However long they’re pertinent and you utilize clear anchor text (the interactive featured words in any give interface). This can help lessen your bounce rates.

It assists with improving your ranking for specific watchwords. In the event that we need this article to rank for the term ‘seo basics’ then we can start connecting to it from different posts utilizing varieties of comparative anchor text. This reveals to Google that this post is pertinent to individuals looking for ‘seo basics’. A few specialists prescribe fluctuating your anchor text highlighting a similar page as Google may consider numerous to be uses as ‘dubious’.

It assists Google crawl with creeping and index your site. Those little Googlebots that are conveyed to bring new data on your site will have a superior thought of how valuable and dependable your substance is, the more they crawl your internal links.

7. Authority

An authority website is a webpage that is trusted by its clients, the business it works in, different sites and search engines. Generally a link from an authority website is truly significant, as it’s viewed as a demonstration of approval. The a greater amount of these you have, and the better substance you produce, the almost certain your own site will turn into an authority as well.

Anyway as the previously mentioned Searchmetrics research proposes, year-on-year relationships among’s backlinks and rankings are diminishing, so maybe after some time ‘links’ may not be as essential to SEO as we once suspected.

There’s a decent contention seething in the remarks to this new piece on connections as a marketing KPI, which offers some assorted perspectives regarding the matter.

8. Meta Descriptions and Title Tags

Having a meta description won’t necessarily improve your ranking on the SERP, but it is something you should definitely use before publishing an article as it can help increase your chances of a searcher clicking on your result.

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The meta description is the short paragraph of text that appears under your page’s URL in the search results, it’s also something you should have complete control of in your CMS.

Here it is in WordPress:

meta description in wordpress

Write succinctly (under 156 characters is good), clearly and make sure it’s relevant to your headline and the content of the article itself.

Title tags are used to tell search engines and visitors what your site is about in the most concise and accurate way possible. The keywords in your title tag show up highlighted in search engine results (if the query uses those keywords), as well as in your browser tab and when sharing your site externally.

You can write your own title tag inside the <head> area of your site’s HTML:

<title>Example Title</title>

You should use a few accurate keywords describing the page as well as your own brand name. Only use relevant keywords though, and the most important thing to consider is that although you are formatting for search engines, you should write for humans.

9. Schema Setup

You can make your search results appear more attractive by adding Schema markup to the HTML of your pages. This can help turn your search results into a rich media playground, adding star-ratings, customer ratings, images, and various other bits of helpful info…

schema markup for recipe

Schema is also the preferred method of markup by most search engines including Google, and it’s fairly straightforward to use.

10. Properly Tagged Images

Many people forget to include the alt attribute when they upload images to their content, but this is definitely something you shouldn’t overlook because Google cannot ‘see’ your images, but can ‘read’ the alt text.

By describing your image in the alt text as accurately as possible it will increase the chances of your images appearing in Google Image search.

alt-text example in wordpress

11. Evergreen Content

Instead of peppering the internet with a rash of ‘quick win’ news stories with little insight, why not publish more evergreen content.

More thoughtful, helpful and practical-advice based articles can lead to huge long-term wins in terms of driving traffic and occupying highly visible positions in the SERPs.

12. Domain Names

You should use sub-directory root domains ( instead of sub-domains ( as this is better for your overall site architecture.

You should also stay away from hyphens ( and alternative Top-level domain names (.biz .name .info) as these are considered spammy.

Having a ‘keyword rich’ domain name may lead to closer scrutiny from Google. According to Moz, Google has “de-prioritized sites with keyword-rich domains that aren’t otherwise high-quality. Having a keyword in your domain can still be beneficial, but it can also lead to closer scrutiny and a possible negative ranking effect from search engines—so tread carefully.”

Also you should make sure that if you operate a site without the www. prefix, someone who types in will still be redirected to your site. If this isn’t happening, Google may assume these are two different sites and your visibility could be compromised.


Do not turn off your comments system. Having a thriving community of regular commenters engaging in dialogue under your posts shows that visitors care enough about your content to either make their own relevant points or to praise it or to ruthlessly eviscerate it. Either way, at least people are reading it.

Just be super-mindful about filtering out spam comments, or immediately removing any that slip through. It’s also worth adding the nofollow value to your comments section so Google ignores any erroneous links that may appear.

What are Search Engine not Looking for?

There are many ‘black hat’ practices that can bring the full weight of a Google penalty down on your site, so it’s best to avoid doing the following, even if it looks like a brilliant easy win at the time

14. Keyword stuffing

Overusing keywords on your pages, especially when they obviously affect the readability of your site. It’s debatable whether Google even still uses keywords as a ranking factor anymore.

15. Link buying or excessive link exchanging

Thinking of approaching a link farm? Just don’t do it. It’s not even worth it. The most valuable links to your site are the ones that come from authority sites within your own niche.

16. Annoying ads

Anything overly intrusive that destroys the pleasure of reading your content and slows down your site speed.

17. Mobile app interstitials

If you present mobile visitors with a full-screen advert to download your app, Google will consider you no longer mobile friendly.


Muhammed Aasik

Muhammed Aasik is a leading SEO Expert in Dubai. I bet you don't spend much time on the 2nd page of Google - so why should your website? Who helps companies attract visitors, convert leads, and close customers.

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