Beginner’s Guide to Search Engine Optimization (SEO)

SEO – In this digital age, marketing has transformed in ways like never before.

Marketers and companies all around the world have latched on to the new era of marketing known as “digital marketing.” Small and large businesses may use the internet to contact enormous groups of potential customers and quickly develop their operations. We’ve here to talk about Search Engine Optimization (SEO). Since the late 1990s, it has been an important part of digital marketing. SEO is generally used to improve a website’s exposure in “organic” search results, which are those that aren’t influenced by ads.

Let’s take a closer look at what SEO is and why it’s important.

SEO and Its Importance

SEO is described as the practise of improving a website’s visibility in a search engine’s unpaid results. It is used to increase the number of users and consumers who visit a company’s website, as well as the quality of those who do.

SEO is essential for every organisation that operates online or desires to do so, since it aids in the discovery of your company’s website on the first pages of major search engines such as Google, Yahoo, and Bing.

If you own a business, SEO can assist you in producing more relevant traffic, leads, sales, and eventually income and profit for your company. It is a very useful tool for your company’s marketing as well as for developing relationships with potential consumers by making your brand accessible to them on top of search results on a regular basis.

It’s vital to understand how search engines like Google and Yahoo function in order to grasp how SEO makes all of the above feasible.

How Do Search Engines Work?

All of your questions are answered by search engines. They find, analyse, and arrange content and information on the internet in order to provide you with the most relevant answers to your queries.

It is difficult to comprehend the relevance and operation of SEO without first knowing how search engines work. In general, search engines are created to serve three basic functions:

Crawling: Searching for information and reading through it for each link found on the Internet by the search engine. Crawling is a type of content discovery technique. Content is always discovered by its connection, whether it’s in the form of a webpage, an image, a video, a PDF, or something else.

Indexing is the process of storing and organising the information gathered during crawling. This is referred to as page indexing. After a page has been indexed, or its content has been gathered, it is ready to be shown in response to relevant searches. Indexed pages are a massive database of all the material that search engines find and decide to display to users.

Page Ranking: Providing the most relevant material to answer a searcher’s query, with search results sorted from most relevant to least relevant. This is referred to as page ranking. The higher a website’s ranking, the more relevant it is to the associated inquiry in the eyes of the search engine.

To provide you with the most relevant answers to your inquiries, search engines locate, interpret, and organise the content and information on the internet.

As a result, in order for your company’s website to appear in search results, it must be visible to search engines. Let’s go through what has to be done to optimise a website in order to learn how to get it noticeable on search engines.

Search engine optimization (SEO) is used to ‘optimise’ a website so that it appears in the top search results of a search engine. In SEO, there are three main procedures to consider:

Keyword Research

On-site (On-page) SEO

Off-site (Off-page) SEO

Keyword Research- Finding the key

The goal of using search engines to identify keywords is to learn what people are looking for on the internet that is connected to your business or subject of interest. This focused research allows you to tap into a large pool of internet users who can be converted into prospective clients for whatever services or products your company provides. As a result, keyword research is an important and formative element of SEO. It helps you strategize a method to compete for particular keywords in search engine results by giving you a better grasp of the demand for such phrases on the internet.

How to search for keywords?

Follow this 8-step strategy to do keyword research for your business website’s SEO.

Analyse your topic of interest

Begin by studying and analysing your business’s industry and other required data before moving on to keywords for website optimization. 

Jot down your goals 

For your personal knowledge and strategic planning of SEO utilising keywords, answer all of the W-questions. Who are you, what is your business about, what makes you special, what is your website about, what services will you provide on your website, and so on are examples of W-questions.

Focus on search intent

The intent or reason for people searching for a certain phrase is known as search intent. People’s search patterns are influenced by a variety of elements, which you should investigate in order to draw them to your website. Consider things like what they’re looking for, whether they’ll buy it or simply look at it, and so on.

List all the topics related to your business

Make a list of the primary feature of your business’s subsections and sub-topics. This list will include all of the subjects relevant to your business that will aid in the search engine optimization of your website. Assume you’re an internet retailer of shoes and footwear. Men’s Shoes, Women’s Shoes, Formal Shoes, and so on are examples of subcategories/topics.

Create a list of seed keywords

Make a list of potential seed words. These are keywords that are one or two words long and do not contain any modifiers. The seed keywords should be linked to the different subcategories and themes you specified in step one. For example, if your online shoe store’s seed keywords are simply running shoes, sports shoes, Nike shoes, and so on.

Search for long-tail keywords

Long-tail keywords are more detailed words that are closely connected to your business than seed keywords, which are short phrases. The minor sub-topics of your business are described by these lengthy terms. A lengthy keyword may be something like “size 11 men’s Nike running sneakers.”

Use good keyword research tools

Always utilise dependable and trustworthy keyword research tools. Google Keyword Planner and Keyword Tool are two of the most useful tools. These tools assist you in shortlisting the appropriate terms for your business/brand while also offering extra keyword suggestions.

Keyword Competition Analysis 

By performing a keyword competition study, you can determine how tough it will be to rank for a specific keyword. The level of competition for a term varies based on how popular the keyword is and how competitive the industry is.

On-Page (On-Site) Optimization

The practise of optimising a website for search engines and people is known as on-page SEO, sometimes known as on-site SEO. On-page SEO aims to improve and refresh the design, user experience, content, and relevance of your company’s website with target audiences, as well as ranking it better in search engines.

With the aid of components like meta tags and content activity, on-page SEO strategies play a key part in making your website resonate with people. Improving title tags, content, internal links, and URLs are all common SEO strategies that may help your website rank higher.

Why is On-Page SEO Important?

On-page SEO is crucial because it helps search engines identify your website and its content for relevant queries by potential consumers. In SEO, Search Engine Results Pages (SERPs) play a critical part in establishing your company’s image and visibility through websites and web pages. When consumers input a query into a search engine, such as Google, it recognises what they’re looking for and returns results that match their needs.

SEO has a significant influence on all of this. On-page SEO for text, pictures, video, or audio material is also required to guarantee that your website is well-optimized according to the newest trends in SEO and search engine standards. These are the aspects that are visible to the general public and are crucial to the SEO process.

Behind the scenes, a website’s attractiveness, relatability, and trustworthiness are achieved by connecting it to other trustworthy sites on the Internet.

How does on-page SEO work?

It’s critical to comprehend the following main aspects of on-page SEO in order to comprehend how it works:

The title tag appears in the header of each of your website’s pages. It explains what the thematic subject matter of the relevant page is about.

Meta description: Meta descriptions describe what the page is about and are frequently displayed beneath the website’s title in the SERPs (search engine results pages).

Headlines: You need a headline to know if a consumer will click on your website or merely look at it. It’s crucial to write headlines that pique readers’ attention and encourage them to click through and continue exploring the website.

Header tags are used to distinguish headers and subheadings in your content from various types of text.

SEO Writing: SEO writing entails creating material that is optimised for both search engines and users. The material for SEO must be polished, appropriate, and relevant.

Content Audit: Conducting a content audit allows you to determine whether your current content is meeting its objectives and generating a return on investment. It informs you what you should concentrate on while writing relevant, SEO-friendly content.

Image optimization refers to the use of high-resolution photos to help your website stand out and appear more appealing.

User Retention: Retaining people on your website is referred to as user engagement. Your material should engage and resonate with the audiences to prevent people from leaving your website. Factors like as site performance, user experience, and content optimization, among others, are critical in increasing user engagement.

Off-Page (Off Site) Optimization

Off-page SEO, also known as off-site SEO, refers to efforts performed outside of your website to improve your website’s ranking in search engine results pages (SERPs). Off-page SEO tasks involve enhancing a website’s search engine and user engagement.

Why is off-page SEO necessary?

The attractiveness, relatability, and creditworthiness of a website are achieved by tying it to other trustworthy sites on the Internet behind the scenes; this is not evident to ordinary visitors. Off-page SEO is mostly concerned with linking your website to numerous trustworthy online sites. It increases the reach of your company website by attracting visitors via links from other sites that are comparable to yours.

A website’s success is determined by its relevancy, trustworthiness, and authority. Off-page SEO aids in the development of a trustworthy website and enhances its potential to rank high in search engine results pages (SERPs).

How does off-page SEO work?

Off-page SEO relies heavily on backlinks, which are incoming hyperlinks from one web page to another. Backlinks are used by search engines to determine the quality of the material that is linked to. As a result, a website with a large number of high-value backlinks will rank higher than a site with fewer backlinks.

Off-page SEO methods use three different sorts of backlinks. They are as follows:

Natural links

These URLs are linked to without the page owner’s involvement. A natural link might be a food blogger adding a link to a post that leads to their favourite produce farms.

Manually Built Links

Purposefully link-building activities are used to connect them. A food blogger, for example, might include things like a website URL, unmoderated blog comments, guest post signatures, advertorials (advertisement + editorial content), embeddable widgets, and other user profile pages on her or his blog.

Self-Created Links

These are generated by actions like adding a backlink in an online blog, writing platform, comment signature, and other activities that use optimised language.

Aside from collecting links from other websites for off-page SEO, there are a number of additional things you can do to help your website rank higher. These are some of them:

Social Media Marketing

Using social media platforms like Facebook, Twitter, LinkedIn, Instagram, etc., to market your products and services.

Guest Blogging

It refers to getting your website’s content written by an outside writer. 

Linked & Business References

This refers to the online references related to your business that are not linked to your site. They present an opportunity to claim new links.

Influencer Marketing

Influencer marketing involves brands collaborating with online influencers to market products or services.

SEO Best Practices

The best SEO approach enables you to determine what is and is not working. SEO is a constantly changing strategy. Information’s a never-ending process since you have to constantly adding and upgrading it to stay current.

SEO best practises are the safest and most effective SEO actions for significantly improving your website’s exposure. The finest and most successful SEO techniques are as follows:

Align your content with the goal of the search.

Create an engaging title tag and meta description for your website.

Make your pictures more efficient.

Optimize your page speed

Use internal linking

Improve the user experience on your website

Include keywords in your URL

Focus on getting more authoritative backlinks

Publish long-form content

Avoid keywords stuffing


In a word, SEO tools are beneficial in assisting you in increasing the worth of your website in line with major search engine criteria. It also helps you give your business a big boost by increasing search traffic.

Now that you’ve learned about SEO, you should move on to the next best plan for leveraging your SEO gains into significant business development. Use SEM (Search Engine Marketing), which is the technique of marketing a business by placing paid advertising on search engine results pages. On our website, you may learn more about it.

Need help with getting your business found online? Stridec is a top SEO agency in Singapore that can help you achieve your objectives with a structured and effective SEO programme that will get your more customers and sales. Contact us for a discussion now.