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Learn how you can help search engines understand your website’s content and value, so that they’re more likely to surface your site in search results.
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Ranking on Google isn’t magic—it’s methodical. Google, Bing, and other search engines use sophisticated algorithms to surface the most helpful, reputable websites, which is why some sites dominate search results while others remain buried.
Understanding search engine algorithms (and how to work with them) is called search engine optimization (SEO) and it’s essential if you want shoppers to find your store. This guide breaks down the basics so you can boost your visibility without feeling overwhelmed.
Here’s how you can help search engines understand your website’s content and value so they’re more likely to surface your site in search results.
Search engine optimization (SEO) is the process of editing and adjusting a website to improve its search engine rankings. Your goal is to appear on the first page of Google results for queries your customers actually type, using organic tactics like keyword research, quality content creation, link building, and enhancing site performance. Google is, by a wide margin, the most dominant search engine on the internet, with more than 79% of searches conducted via its platform, compared to roughly 12% for runner-up Bing. Because of this, most people’s SEO efforts are specifically geared toward improving Google search results.
When people talk about SEO, they may refer to several different ways of optimizing your website for search. Here are some SEO categories to be aware of:
On-page SEO.On-page SEO involves optimizing a website’s content and source code for performance. This might include improving your page loading speed, website copy, URL structure, meta data, and code cleanliness.
SEO content marketing.SEO content marketing is about publishing more content on your website in an effort to target additional keywords, including long-tail keywords (or specific phrases people search for), and appear in broader Google search results. To do this, you must create high-quality content that provides value to your target audience.
Off-page SEO. This involves actions beyond your own site to improve rankings, primarily through earning high-quality backlinks (links from other websites). It also includes brand mentions and social media marketing efforts.
Local SEO.Local SEO is about optimizing your online presence to attract local customers. Boosting your local Google rankings starts with creating a Google Business Profile and building local citations with accurate NAP (name, address, phone number) information.
Technical SEO.Technical SEO is about improving your website’s infrastructure for search engine crawling and indexing. If you picture your website as a physical building, this is like making sure the roads leading to that building are well-maintained and the signs pointing to it are easy to understand.
Mobile SEO. This is about ensuring that a web page loads quickly and responsively on mobile devices like smartphones and tablets.
SEO has a reputation for being a mysterious art, thanks in part to all of the jargon SEO professionals use. Here’s a primer on some common SEO terms to help you start your SEO journey:
Search engines. Platforms like Google and Bing provide people with links to information on the internet in response to a search query.
Search engine optimization (SEO). The practice of improving your website to increase organic traffic from search engines.
SERP. Stands for “search engine results page,” the page displayed by a search engine in response to a user’s search query.
Organic search results. The web pages displayed on a SERP organically, or without the publisher paying to show up.
Paid search results. These are the web pages displayed high on a SERP due to paid advertising (e.g., Google ads).
Organic search traffic. The flow of website visitors who navigate to your website via organic search results. Often abbreviated to just “organic traffic.”
Keyword research. The process of identifying which words and phrases (called keywords) users are searching for, often by using a keyword research tool.
Keyword rankings. Where your website appears in the organic search results for a specific keyword; a higher ranking typically means more organic search traffic for that high-ranking page.
Target keyword. A specific keyword you try to rank for.
Seed keywords. Also known as “head terms,” these are basic, broad keywords with high search volume.
Long-tail keywords. More specific keyword phrases that have at least three words.
Search volume. The number of times a specific keyword is searched within a given timeframe, usually one month.
Google Search Console. A free tool linked to a Google Ads account that helps you see which keywords your website ranks for and any errors affecting your performance in Google search.
Google Analytics. A free tool for tracking SEO basics including website performance, user behavior, and the ebb and flow of inbound traffic.
Google Keyword Planner. Another free tool that’s used to discover valuable keywords and leverage them for SEO.
Link building. The process of getting backlinks from other websites and other sites, an important search engine ranking factor.
Sitemap URL. A file that lists all the important URLs of your site to help search engines crawl and index your content efficiently.
Title tags. Also known as a meta title, this is an HTML element that defines the clickable headline shown in search engine results. Title tags help both users and search engines understand what a page is about.
Meta tags. Snippets of HTML code that provide information about a webpage to search engines and browsers.
Meta description. A specific type of meta tag that describes the content of a particular web page.
You don’t need advanced SEO knowledge to set your website up for success. Here are the eight essential steps to help your website rank higher in search results:
Your first order of business is making sure that search engines know your site exists, and Google is by far the most important of these search engines. Submit your XML sitemap through Google Search Console so the crawler can discover and index every important page. This helps ensure your content can appear in organic search results.
Before creating or optimizing your website’s content, you need to understand what your target audience searches for and what type of language they use when they search. Use a keyword research tool to uncover the terms your site, your competitors, and key publishers already rank for, then look for gaps you can fill.
An SEO competitor analysis is a systematic review of the websites you’ll compete with for search engine ranking, with the goal of learning how you can improve your site’s position. By studying top-ranking pages, you can spot common structures, content angles, and technical elements worth emulating.
Make a list of your top competitors, which might include both competitors to your business and competitors for relevant keywords. For example, if you’re a footwear brand specializing in women’s sandals, you might look at other women’s footwear retail sites and women’s fashion magazines that publish articles about sandal trends. Then start a systematic study of their website content. What makes it good, and where does it fall short? Summarize your learnings and take them forward in your overall SEO process.
Use your research to start creating new or updated high-quality content for your site. The content you create should be genuinely useful to a reader, and it should reflect your brand’s expertise and authority. You’ll want to incorporate SEO terms into your copy, but don’t overuse them, as keyword stuffing can negatively impact your site’s performance. Watch out for duplicate content on multiple pages as well.
Optimize your website’s technical aspects, focusing on:
Site architecture. Organize your site logically, where all pages are just a few clicks away from the homepage. This makes it easier for crawlers (and customers) to navigate your site to find what they want quickly.
Site speed. Ensure your site loads as fast as possible on mobile and desktop. Compress images, use a content delivery network (CDN), and remove unnecessary code to shave off precious seconds.
Mobile friendliness. Make sure your website is fast, responsive, and navigable, and display content and design elements such as text, buttons, and links on various screen sizes, devices, and orientations.
Security. Make sure your site is using HTTPS rather than HTTP. Installing an SSL certificate authenticates your store and protects shopper data.
You may have already used keyword tools like Google Search Console, Google Analytics, and Ubersuggest to research competitor keyword metrics. You can go back to these tools time and again for new keyword data. Paid platforms like Semrush, Ahrefs, and the upper tier of Ubersuggest can suggest new related keywords to target with new content and ways to optimize your existing pages.
Backlinks—links back to your site from other high-quality domains—are one measure of authority in the eyes of search engines. Start your backlink efforts by creating content worth linking to—think original data, how-to guides, or interactive tools. Then promote them through guest posts, partnerships, and digital PR.
SEO is an ongoing process for any website owner. Track your keyword rankings and monitor your organic traffic. Use Google Analytics and your website’s own analytics tools to keep tabs on which pages bring in traffic and which do not. It’s also smart to regularly publish new pages with content that reflects your keyword research.
To embark on SEO, first make sure your site is indexed by Google. Then make sure your website is well structured with no dead links or duplicate content. Next, create high-quality material filled with keywords related to your industry.
To ensure Google indexes your site, submit your XML sitemap URL through Google Search Console and check for any technical issues that might be blocking crawlers.
The most important rule of SEO is to create valuable content that your target audience will want to consume. You can use public information published by search engines to optimize your site for search; this is called white hat SEO.
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