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SEO marketing is a type of digital marketing that optimizes webpages for search engines like Google, helping your target audience find you more easily.
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Search engine optimization (SEO) has come a long way since the days of keyword stuffing and clickbait copy.
To rank highly in search results on Google and other major search engines, your website’s content needs to match a potential visitor’s intent and appear as an authoritative source on the topic.
Here, learn about the different types of SEO marketing and how to improve organic search results for your online store or website.
Search engine optimization (SEO) is the practice of optimizing your website to rank higher on search engine results pages (SERPs), ultimately driving more traffic to your site. The goal is to appear on the first page of Google results for keywords that are most relevant to your target audience, using organic techniques such as keyword optimization, quality content creation, link building, and enhancing site performance.
SEO focuses on organic strategies, such as writing a blog post to answer a query, to improve a website’s presence in search results. Meanwhile, search engine marketing (SEM) involves paid marketing tactics like pay-per-click ads. SEO and SEM differ in a few ways, such as:
Google drives 63.41% of all US internet traffic, and 42% of online shoppers turn to search engines to research products. With search engines helping users discover brands, search is an important part of running a successful website. 
It’s also a more cost-efficient way to increase your visibility. While you might hire writers to create and optimize content, you don’t have to pay for a better spot on a SERP. Additionally, you can measure your SEO marketing efforts through organic traffic, conversion, and rankings, which can help you gauge the effectiveness of your strategies and give you more insight into your visitors. 
SEO activities fall into three general categories:
The largest bucket of SEO marketing activities, on-page SEO involves optimizing your website’s content (including text, images, and videos) to ensure visitors and search engines can understand and navigate the information you publish.
Creating intentional content can help you make a connection with your audience. “I would much rather have 200 people on my website that are reading content that they do appreciate and potentially subscribe to my newsletter because they see value in this content than to have 2,000 of them that just bounce after an article and will never come back to my website,” says Jeremiah Curvers, CEO of mattress band Polysleep, in an episode of Shopify Masters.
Search engines look for on-page factors like topic relevance and metadata to determine the quality of your content and, in turn, where to rank your site in results pages. 
Web pages that rank highly in search engines contain content that closely matches users’ search intent. That means considering what searchers are looking for when they enter queries and then providing the information or services they’re seeking. For example, if the term “masks” brings up results about beauty sheet masks, it wouldn’t be the right keyword for you if you sell Halloween masks. 
Best practices for producing relevant SEO content include offering original information, updating facts regularly, and sticking to topics within your website’s area of expertise.
Metadata doesn’t appear on your web pages, so it’s not visible to website visitors. Instead, meta information is within your pages’ HTML code, tagging and labeling content in a way that’s easily digestible for the search engine bots that crawl your site.
Keeping meta information comprehensive and updated can increase your chances of ranking. Metadata includes:
For example, Polysleep uses the keyword “baby mattress” throughout the product page copy.
Your website isn’t the only place for SEO marketing; you can create high-quality, unique content, like an interview with an expert in your field, to encourage other sites to link to yours. When a website links to you (a backlink), it is essentially vouching for you. These backlinks can increase your domain authority, which can boost your rankings on search engines.
PageRank is part of Google’s algorithm. It surveys the relationships between websites and the content they link to. This ranking system was one of the original ways Google determined its search engine results and remains an important part of SEO marketing strategy.
By earning links from respected websites, you’ll increase your topic authority and ranking ability. Essentially, the more quality backlinks you have, the more reputable search engines will consider your site.
As you create content, build links, and grow your organic search traffic, your website’s domain authority will increase.
Domain authority is a measure of a site’s trustworthiness in the eyes of search engines. Websites with high domain authority are more likely to rank in search engine results pages for keywords related to their area of expertise.

Technical SEO involves making changes under the hood of your website to improve search performance. Technical SEO ensures your site is fast, optimized for search engine crawlers, and mobile-device friendly. 
More than 60% of website traffic now comes from mobile devices. Search engines cater to these users by directing them to sites that offer an enjoyable mobile browsing experience. This includes responsive design, which is when content automatically resizes based on users’ screen size, touch-friendly design, and simplified navigation.

Nearly all modern website themes are responsive, but you should always test your website by actually using it on a mobile device. This helps identify potential issues with text, buttons, and speed.
Search engines want to point their users toward sites with an enjoyable user experience. A website that forces them to wait—even just a few extra seconds—can dampen their experience.
Shopify stores have an advantage over sites on alternative website builders because Shopify is built for speed. Some 93% of businesses using Shopify to run their online store have a fast website—that’s more than any other major commerce platform. 
Whether you’re planning SEO for a Shopify store or another website, here’s an SEO checklist to help you climb those search results.
Every page of your website that appears in search engine rankings is associated with one or more keywords (also known as search queries). The first step in any SEO project is to find which keywords your visitors are using to discover your site.
To conduct keyword research, use a free SEO tool like Ahrefs or Ubersuggest. These platforms reveal a keyword’s popularity and how easy it is to rank for that term. Tools can also suggest keywords relevant to your niche and analyze your website to determine which keywords you already rank for. Leverage this data to decide which existing keywords are most important to your website and which new keywords you should pursue.
Ideally, keywords should be popular enough to generate significant traffic but not so popular that you’re competing with websites and companies with marketing budgets beyond your scope. For example, say you’re creating an SEO marketing strategy for a candle business, and the brand groups its collections by: 
If “scented candles” has a monthly search volume of 1,000 and a difficulty of hard, but “fruit scented candles” has a volume of 350 and a difficulty of easy, you might choose the latter phrase because there’s less competition, it’s relevant to your brand, and it can potentially generate a few thousand views over a year. You can then use the term for a product page in an H1 tag. 
You may also identify keywords that don’t relate to one of your products, such as “how to make candles last longer” or “how to cut candlesticks.” You can use these keywords for standalone blog posts and include them in your title, body copy, and image alt text to help increase your authority in your industry. For example, Original Duckhead publishes blog content about sustainability that extends beyond its product offerings to position itself as a leader in the space. 
💡 Read more: Keyword Research for Ecommerce: A Beginner’s Guide
Once you know which keywords to target, your next step is checking out SEO competitors already ranking highly for those terms.
By getting to know your competitors’ SEO strategies, you can formulate tactics that will help you climb the search rankings and overtake them. With high-quality, relevant, and comprehensive content, even small businesses can leverage SEO to outrank larger competitors and reach customers first.
A good starting point for competitive analysis is to uncover which keywords your competitors are targeting and where they rank. You can use keyword tools and either study individual competitor pages or their entire websites to learn what terms they’re targeting. You might find, for example, that a competitor is using the phrase “women’s leopard print jeans” on a collection page. If you have a similar product, you can aim to use the same term. 
But before pushing forward with this strategy, ask yourself: Can I reasonably make a better page that makes sense to my business? If the answer is no, move on to the next opportunity. The key is to find strategies you can succeed at that also make business sense. Attempting to rank for queries related to products you don’t sell or topics unrelated to your core business is a waste of time.
Though it can be time-consuming, link building is a well-acknowledged way to enhance your search engine rankings. Attracting links to your website from more authoritative sites signals to search engines that your content is worth visitors’ time.
To begin executing a linking strategy, establish a presence on social media platforms and local business directories. The links you generate from social media sites may not give you a boost in search engines, but they can help with making your website more visible.
You can pitch your business or products to relevant websites or news outlets with the same target audience. If you have subject-matter expertise, consider pitching a guest blog post that points back to your website. You can also focus on your blog and create useful content—such as infographics, case studies, white papers, surveys, or statistics—that others will want to reference. 
💡 Read More: How To Get Backlinks: 15 Proven Strategies
While Google and other search engines focus on your website’s written content, they also crawl your images and media. As a matter of fact, 34.7% of Google searches return images. By optimizing the images on your website, you can enhance your on-page SEO while adding accessibility benefits for visitors.
Start by incorporating descriptive keywords into image file names and writing helpful alt text under 125 characters for all the images on your site. For example, effective alt-text for an image of Cherry Blossom, a pink candle, would be this: “A pink candle named Cherry Blossom in a glass jar on a white backdrop.” This will give search engines another tool for determining whether your content is relevant and valuable.
Next, make sure your images are the optimum size and file format. Google likes large, high-quality images—it just doesn’t love huge file sizes that lead to longer load times. Compress images and use efficient file formats, such as .png or .webp, to improve the user experience and speed up load times.
As with any digital marketing strategy, the only way to know whether you’re making headway on your goals is to monitor key performance indicators (KPIs). Those most relevant metrics to SEO marketing include:
It takes time for SEO to make an impact, but the industry can move at a quick pace. Here are three major trends to keep on your radar in 2025: 
Artificial intelligence has infiltrated most aspects of modern marketing. SEO is no different. 
AI content creation tools (like Shopify Magic and Jasper) can produce marketing copy from a simple prompt. Improve this copy with keyword optimization tools like Surfer—and just like that, you have a ton of engaging, optimized content ready to add to your website. 

Generative AI has proven so popular that Google did a complete 360 on its original stance to deprioritize AI-generated content in search results. But there’s a caveat: In January 2025, Google advised its quality raters to assign pages where the main content is clearly AI-generated as “Lowest quality”. Entrepreneurs who use AI to generate content should follow Google’s E-E-A-T guidelines. This states content should be written with:
There are multiple ways to meet this criteria with AI-generated content. Perhaps you use AI to create an outline, then write the draft yourself, weaving in your (or another expert’s) experience to show credibility. Reference recent studies and fact-check the AI suggestions to ensure accuracy. 
You could also contribute articles to leading publications in your industry. Ask for an author profile in exchange for the content and boast about your credentials—whether that’s a professional certification, extensive industry experience, or examples of where you’ve been featured in the press. This helps cater to one checkbox on Google’s checklist: “Is this content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?” 
Not everyone uses search engines to navigate to a website. Sometimes, the user wants a quick answer—like the hours of operation of a business or the price of an item. Zero-click searches cater to these habits by giving searchers an immediate answer without them needing to click through to a website. 
While this might sound like a disadvantage for ecommerce brands, Google does offer publishers the opportunity to offer immediate answers (and, thus, build brand authority) through search features like:
Increase the odds of appearing in these zero-click snippets by creating high-quality content that answers the search query. Format your content to make it easy for search engine crawlers to find this answer. One way to target the People Also Ask section, for instance, is by creating an FAQ section with short, succinct answers that are easy for Google to excerpt.
SEO stands for search engine optimization. It is a measurable, repeatable process used to send signals to search engines that your pages are worth ranking in organic search results.
Search engine marketing, or SEM, is the creation of relevant content on a website to attract ideal customers mostly through paid search engine advertising. You can increase traffic by creating new web pages or optimizing existing ones.
Yes, SEO is a marketing skill because it involves optimizing a website’s content and increasing traffic through strategic actions. Mastering SEO requires understanding keyword research, optimization, and technical aspects to align websites with search engine algorithms.
An example of SEO marketing is writing blog posts that target specific keywords relevant to the audience. This increases the chances of ranking higher on search engine results pages. It also boosts conversions by attracting customers looking for information or solutions.
Follow these steps to start SEO marketing:
No, SEO marketing is not paid, because it focuses on improving organic search rankings.
The difference between search engine optimization (SEO) and search engine marketing (SEM) is SEO focuses on increasing organic traffic, while SEM typically focuses on paid ads to increase traffic.
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SEO vs. AISO: What AI Search Optimization Means for Brand Strategy  CMSWire.com
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Blog > Internal Linking: New Guide for 2025
Contents:
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This is a NEW guide to internal linking for SEO in 2025.
So if you want an easy way to get:
Then you should get a ton of value from this actionable guide.
Internal linking is the SEO practice of strategically using hyperlinks that point from one webpage to another webpage on the same domain.

When done right, internal linking is an SEO strategy that can help improve your organic visibility.
For example, here’s a link from one page on our website (ExplodingTopics.com) to another page on our website:

This is different from a link that sends users to another website (external link)…
… or a link from another website to our website (backlink).
Bottom line: Internal links only link to other pages on the same website. And when used correctly, they can help you get higher Google rankings.
According to Google rep John Mueller, internal linking is “super critical for SEO”:

So Google themselves confirm that internal links are a key part of SEO.
I’d have to agree.
In my experience, internal linking can improve your site’s SEO performance by 5-10%.
(That assumes your internal linking is PERFECT. Which it should be if you follow the tips in this guide 😁)
In other words:
Internal linking isn’t going to shoot your site’s traffic to the moon.
But it’s still one of the easiest ways to get a small-yet-significant boost in your organic traffic.
For example, a while back we added these “You may also like:” sections to the top of a few of our blog posts:

And after Google crawled and indexed the new versions of these pages, we noticed a solid lift in organic traffic:

Nice.
And there’s data to back this up.
An industry study from last year found that internal links were positively correlated with more traffic from Google:

Internal linking isn’t JUST about SEO.
(Even though that’s probably why you’re reading this guide)
When done right, internal linking can also:
For example, check out this one paragraph from one of our recent blog posts about semantic SEO/semantic keywords:

First, we link to a helpful tool on our site (specifically, a free keyword tool). That way, someone looking to put the tips from the content into action has a resource they can use.

Second, we added an internal link to our post about related keywords:

This is a resource that’s super relevant to what the person is reading about.
As you can see, this isn’t about stuffing internal links all over the place.
Instead, you want to strategically place internal links where they:
AND
With that, here’s how to do internal linking the right way:
Google gives more weight to links that appear earlier in the content.

This makes sense if you think about it:
Links buried in the footer of a page aren’t probably super important.
(That’s why links to things like “terms of service” and “privacy policy” pages are usually found in footers):

For example, we often include several internal links above the fold on each of our blog posts:

These links are mostly there to help users find relevant content from our site.
But these internal links also pass a LOT of authority through them.
(Because they’re so high up. Even above the first paragraph of the article)
That said:
Internal links still “count” if they’re lower on the page.
(Just not as much)
For example, we often add internal links at the end of an article:

These internal links aren’t as effective as those in the body of the article. Or at the very top of the page.
But they still pass some authority to key pages.
So they’re worth using.
Action Item: Add your most important internal links above the fold or within the first 25% of your content.
Anchor text tells Google and users what a linked page is about.
This is true for external links (backlinks).
It’s also true for internal links.
In fact, SEO expert Cyrus Shepard analyzed over 20 million internal links.
And one of his key findings?
“URLs with a larger number of anchor text variations from internal links are highly correlated with more Google search traffic.”

In practical terms:
Yes, you want your anchor text to describe the page you’re linking to.
But you don’t want to spam the same anchor text over and over again.
Instead, mix it up.
For example, here’s a page on our site optimized for the keyword "technology trends”.

Sometimes we use the exact match anchor text "technology trends” in our internal links:

But we also use lots of other anchor text variations:

As you can see, this anchor text accurately describes the page we’re linking to. But it’s not the same anchor text over and over again.
Action Item: Keep your internal link anchor text natural and descriptive.
It’s no secret:
When it comes to SEO, certain pages are MUCH more important than others.
Which is why your internal linking should push traffic and authority toward high-value pages like:
As it turns out, Google uses internal links to help determine which pages on your site are important.

For example, our list of Google Trends alternatives is a key page for our business:

So we make sure to include internal links to that page wherever it makes sense.

You can easily check your current internal link distribution using Semrush Site Audit.
This report gives you a breakdown of your site’s internal linking (including a 1-100% score).

Notably, you can also see your “Internal Link Distribution”.

This shows you how many of your internal links are going to a wide (or tiny set) of pages.
You can even click on “Strong Pages” or “Weak Pages” to see which pages are getting lots of (or very little) internal link action.

Action Item: Identify your top priority pages and strategically link to them.
When it comes to internal linking, more links isn’t always better.
In fact: too many internal or external links can dilute link equity and hurt UX.
Google’s own documentation states that’s it’s possible to go overboard with internal links:

A good rule of thumb that I like to follow is:
2-5 internal links per 1,000 words.
For example, you may notice that this post from our blog has a few internal links sprinkled in:

That’s how you want to do it.
That said:
Certain pieces of content (like massive guides) will sometimes have quite a few internal links.
And other pages (like product feature announcements) will have less.
It’s not about reaching a specific number with your internal linking.
Instead, you just want to avoid using so many internal links that it detracts from readability and SEO.
Action Item: Focus on quality over quantity. Each internal link should serve a clear purpose. Whether it’s for SEO, UX or both.
Google looks at the surrounding text of an internal link to understand its relevance.

To be clear:
Google primarily uses anchor text to understand relevance.
But the text around the internal links algo plays a role.
For example, this internal link from our site is surrounded by relevant terms, like “JungleScout”, “e-commerce platform” and “tool”.

This wasn’t strategic.
This kind of contextually relevant text happens 100% naturally when you use internal links logically.
Action Item: Place links where they make logical sense within the content. When you do, the links will automatically be surrounded by relevant text.
Your site architecture is how all of the pages on your site are linked together.

And the right internal links can help reinforce site architecture.
This can make it easier for Google to find, crawl, and index key pages on your site.
For example, our site’s homepage navigation links to our newsletter sign up page.

But we also link to the page from our blog content.

In other words:
This page is getting internal links from high up in our site’s navigation.
But also from within blog content.
This reinforces to Google that our newsletter page is super important.
Action Item: Use internal links to support linking that’s already happening thanks to your site’s architecture.
Internal links can help give specific pages on your site a rankings boost.
First, use Semrush Organic Research to find pages on your site that are ranking in positions #11-20 for important keywords

Next, add internal links FROM other pages on your site TO the underperforming page.
Ideally, you want to link from pages on your site that already have some authority.
That way, you’ll send significant link authority to the pages that need it.
Finally, wait a few weeks for Google to crawl the internal links. And track your rankings to see if they improve.
For example, our list of AI tools wasn’t performing as well as we’d hoped.

So I edited a few of our existing posts. And added a few internal links to point to our AI tools page:

Simple. Yet effective.
Action Item: Find underperforming pages and link to them from high-ranking content.
“Hub and spoke” is a more advanced form of internal linking that boosts topical authority.

Hub and spoke internal linking definitely isn’t required to rank in Google.
(Back when I ran Backlinko, I basically ignored hub and spoke. Instead, I just used internal links strategically and where they made sense. And the site performed well regardless).
But I do think the hub and spoke approach can help a little.
Here’s how it works:
First, publish a hub page (aka a “pillar page”).
Then, publish supporting articles (“spokes”) that cover subtopics.
Finally, link each spoke back to the hub.
Semrush’s Keyword Strategy Builder can help you set all of this up.

Just enter the topic (or target keyword) of your hub page.
And Semrush will generate related spoke topics for you.

Action Item: Use the hub-and-spoke model to structure internal links strategically.
Orphan pages are pages with no internal links pointing to them.

Since Google relies on links to find and rank content, orphan pages rarely get indexed.
And if they DO get indexed, they don’t tend to rank well.
To find orphan pages, run a site audit in Semrush.
Then, head over to the “Internal Linking” report.

Keep an eye out for any notices regarding “Orphaned sitemap pages”.

If it’s a page you don’t need users to find, you may want to remove the page from your sitemap.
But if these orphan pages are pages that you want users to find in search, then you definitely want to point some internal links their way.
Action Item: Identify orphan pages and add internal links from relevant pages.
Internal links aren’t just for SEO.
Internal linking can also:
In fact, the best overall approach to internal linking is to focus on UX first…
…and the SEO benefits will usually follow.
For example, we have a free keyword research tool on our site.

This tool is super helpful for people getting into SEO. It also helps people discover Semrush.
Which is why we strategically link to this tool inside of our content:

Action Item: Use internal links to guide users toward pages that help users… and your bottom line.
As your site ages, internal links can break. Or just need some freshening up.
Which is why you want to regularly review and update internal links for:
Fortunately, you don’t need to check every link one by one.
Instead, just make sure to regularly check Site Audit to see if any errors or warnings crop up:

Action Item: Run a regular SEO site audit to make sure your internal links are optimized.
If you want to maximize your SEO results, internal links are a must.
Like I mentioned earlier, internal linking probably won’t double your organic traffic.
But when used strategically, internal links CAN make a serious difference.
Use real-time topic data to create content that resonates and brings results.
Exploding Topics is owned by Semrush. Our mission is to provide accurate data and expert insights on emerging trends. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Use real-time topic data to create content that resonates and brings results.
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Written By
Brian Dean
Founder
Brian is the co-founder of Exploding Topics. He is an internationally recognized SEO expert and also the founder of Backlinko. Bri… Read more
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Follow this step-by-step guide to conduct an expert-level SEO audit, improve your site's performance in search results, and get your content cited by ChatGPT.

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24 Jun, 2025
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Imagine being able to ask whatever’s on your mind, even a question that’s very complex or multi-layered, and in an instant, receiving a comprehensive, AI-powered response that unpacks the topic using advanced reasoning, complete with essential details and links to explore. Now, you can experience this firsthand with AI Mode, our most powerful AI search experience yet.
We first introduced AI Mode as an experiment in the U.S. earlier this year, and started rolling out to users outside of Labs at Google I/O 2025. It’s already resonating with users who appreciate its speed, quality, and fresh responses. Following this positive feedback, we’re excited to bring AI Mode to India, starting today, as an experiment in Labs in English. This approach allows us to learn what’s most helpful to our users here and improve rapidly with your feedback.
AI Mode is our most powerful AI search, with more advanced reasoning and multimodality, and the ability to go deeper through follow-up questions and helpful links to the web. Using a custom version of Gemini 2.5, it lets you ask longer, more complex or nuanced questions that would have previously required multiple searches. In fact, early testers of AI Mode are asking much longer queries – 2-3x the length of traditional searches – showing that people are already using it for their toughest questions. It’s particularly helpful for exploratory questions and for more complicated tasks like comparing products, planning a trip, or understanding complex how-tos.
For example, you could ask: “My kids are 4 and 7 and have lots of energy. Suggest creative ways to get them active and moving indoors, especially on hot days, without needing a lot of space or expensive toys.”
Behind the scenes, AI Mode uses our query fan-out technique. It breaks your question into subtopics and issues a multitude of queries simultaneously on your behalf, enabling Search to dive deeper into the web than ever before. This helps you discover even more of what the web has to offer and find incredible, hyper-relevant content that matches your question. You can also easily ask follow-ups like, “Can you suggest some activities that they can do independently” to dig even deeper.
What makes this experience unique is that it brings together advanced model capabilities with Google’s best-in-class information systems, and it’s built right into Search. You can not only access high-quality web content, but also tap into fresh, real-time sources like the Knowledge Graph, info about the real world, and shopping data for billions of products.
We know voice and visual search are extremely popular in India. More people use Google Lens here every month than in any other country worldwide.
AI Mode is designed to be multimodal so you can ask questions in whatever way feels most natural—whether that’s with text, your voice, or by taking or uploading an image.
This launch is part of our long-term vision to make finding and accessing information even more effortless on Search. With our latest advancements in AI, we’ve seen people turn to Google Search to tackle increasingly complex and nuanced questions. AI Overviews, now used by over 1.5 billion users every month, is a testament to this evolution. In our biggest markets like the U.S. and India, it’s already driving a more than 10% increase in usage for the types of queries where they appear. This means that once people use AI Overviews, they’re coming to do more of these types of queries, and what’s particularly exciting is how this growth increases over time. AI Mode expands what AI Overviews can do with more advanced reasoning, thinking and multimodal capabilities.
Helping people discover content from across the web remains central to our mission. With AI Mode, you can express exactly what you are looking for, with all its nuances, and get to the right web content in a range of formats. This helps expand the types of questions people can ask, creating new opportunities for content discovery.
AI Mode is rooted in our core quality and ranking systems, and we are using novel approaches to improve factuality. We aim to show an AI-powered response as much as possible, but in cases where we don’t have high confidence, you will see a set of web search results. As with any early-stage AI product, we won’t always get it right, but we are committed to continuous improvement. Launching this as an experiment in Labs is a crucial part of that process, and we look forward to your feedback to help us make it better.
We are incredibly excited for you to test and experience this next chapter of Search. Sign up in Labs now to try out AI Mode in Google Search.
Generative AI offers immense potential to revolutionize India’s non-profit sector, enabling new approaches to social impact. To accelerate this transformation, Google.or…
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