A Complete SEO Guide For Companies Starting On It

Search engine optimization (SEO) is the process of enhancing both the quality and quantity of traffic to your website. It focuses on boosting the visibility of your company, brand, and products or services through organic means.

SEO involves understanding what your target audience is searching for online, researching relevant search terms, and identifying the types of content they are interested in. By answering these questions, marketers can tailor their content to make their websites more relevant and accessible to their desired audience.

For companies new to SEO, the array of information and tools can seem overwhelming and confusing. However, with numerous online resources available, you can become well-informed. Below is a comprehensive guide designed to help companies get started with search engine optimization.

An Introduction To SEO

Source: Attitude

SEO, or Search Engine Optimization, aims to enhance a company’s visibility in organic search results. By improving a website’s ranking, SEO drives more visitors to the site, increasing the likelihood of conversions, acquiring more customers, and ultimately boosting revenue.

Search engines can be considered question-answer machines: you put in a question or a query and the search engine gives you thousands of answers.

However, to come up with those thousands of answers, search engines go through and evaluate millions of web pages and compare them to thousands of factors to understand and determine which content is likely to be the most relevant answer to your question.

This task of discovering, scourging, and cataloguing all websites and web pages on the World Wide Web is done through mainly two processes which are called crawling and indexing, which occur in the same particular order.

Search engines have software that is known as search engine crawlers that handle the tasks of crawling all over the World Wide Web and cataloguing content on multiple factors. These are followed by a process called ranking, which essentially refers to the matching of a query with a web page.

Search engine optimization essentially refers to the process of optimising and creating website content in a way that appeals to search engine crawlers, and puts the website into its “good books”.

The main idea behind search engine optimization is to understand what makes the crawlers make certain pages rank higher than others, and this information is then incorporated by websites into their web pages and content.

What Makes Search Results Organic?

One may question that if websites can simply pay search engines to run their website’s ads on the top of search engine results when a relevant query shows up, why would someone even bother with all this search engine optimization fuss?

The answer to this question is a question: When you search for something online on Google, would you rather trust a paid result that has Google Ads written on top of it in red and italics, or would you rather place more credibility on a website that appears anywhere on the first page?

The answer, of course, would be in favour of the latter. 

The latter is what defines organic search results which are earned through good search engine optimization practices rather than from paying Google for ad placement. 

While earlier Google only had two types of results for queries which were essentially paid ads and organic results, it now has a third category of results which are referred to as SERPs. SERPs include both organic and paid content.

Source: Reliable Soft

SERPs essentially include snippets, answer boxes, and image carousels, and they answer the question the user is looking for without them having to ever open the website link at all.

An example of a SERP would be when you search for the meaning of the term “phenomenon” and instead of a link to a web page that has the meaning of the said term, Google results simply feature a snippet or box that has the meaning of the term. 

Companies should remember that Google and other search engines earn from paid advertising and their ultimate goal is to give their customer the best possible and most relevant answers to their queries to ensure that they keep coming back to them. 

Types of SEO

Understanding the various types of SEO is crucial for effectively optimising your website and achieving high rankings on search engines like Google. To fully capitalise on SEO’s potential, it is essential to invest in and incorporate the following three main types:

On-Page SEO

Source: GeeksForGeeks

On-page SEO encompasses all optimization efforts conducted directly on your web pages. This includes:

• Content Optimization: Ensuring that your content, such as company introductions, product descriptions, blogs, testimonials, and reviews, is relevant, engaging, and keyword-rich.
• Title Tags and Meta Descriptions: Crafting descriptive and keyword-focused title tags and meta descriptions to improve click-through rates.
• Header Tags: Using header tags (H1, H2, H3) to organise content and make it easier for both users and search engines to understand the structure.
• Image Optimization: Applying descriptive alt tags to images, helps search engines understand the content of your visuals and improves accessibility.
• Internal Linking: Creating a strategic internal linking structure to enhance navigation, distribute page authority, and keep users engaged.

Source: Google Search Central

Off-Page SEO

Source: GeeksForGeeks

Off-page SEO involves all optimization activities conducted outside of your website to enhance its authority and relevance. Key elements include:

• Backlink Building: Acquiring high-quality backlinks from reputable and relevant external websites. Each backlink acts as a vote of confidence in your site’s credibility and authority.
• Guest Posting: Write articles for other reputable sites with links back to your site, which can drive referral traffic and improve your site’s authority.
• Social Media Engagement: Promoting your content through social media platforms to increase visibility, attract traffic, and generate backlinks.
• Influencer Collaborations: Partnering with industry influencers to leverage their reach and gain credibility through their endorsements and links.

Technical SEO

Source: GeeksForGeeks

Technical SEO focuses on optimising the technical aspects of your website to improve search engine crawlability and user experience. Key components include:

• Site Speed: Enhancing page load times by optimising images, leveraging browser caching, and reducing server response times.
• Mobile Optimization: Ensuring that your site is responsive and provides a seamless experience on mobile devices, aligning with Google’s mobile-first indexing.
• XML Sitemaps: Creating and submitting an XML sitemap to search engines to facilitate the indexing of your site’s pages.
• Robots.txt: Using a robots.txt file to guide search engine crawlers on which pages to index and which to avoid.
• Structured Data: Implementing schema markup to help search engines understand the content of your pages and enhance search result listings with rich snippets.

Local SEO

Source: GeeksForGeeks

Local SEO focuses on optimising your website to attract local customers and appear in local search results. Key aspects include:

• Google My Business: Claiming and optimising your Google My Business listing to appear in local search results and Google Maps.
• Local Citations: Ensuring your business information is consistent across local directories and review sites.
• Local Keywords: Using geo-targeted keywords in your content and meta tags to attract local search traffic.
• Customer Reviews: Encouraging and managing reviews on platforms like Google and Yelp to enhance local credibility and rankings.

International SEO

Source: Anika Digital

International SEO focuses on optimising your website to rank well in search engines across different countries and languages. Key components include:

• Hreflang Tags: Implementing hreflang tags to indicate the language and regional targeting of your content.
• Localised Content: Creating content tailored to different languages and cultures to meet the needs of diverse audiences.
• Country-Specific Domains: Using country-code top-level domains (ccTLDs) or subdirectories to target specific regions.

E-commerce SEO

Source: Maropost

E-commerce SEO focuses on optimising online stores to improve product visibility and drive sales. Key strategies include:

• Product Page Optimization: Ensuring product titles, descriptions, and images are optimised for search engines.
• User Reviews: Incorporating customer reviews and ratings to build trust and enhance product pages.
• Category Pages: Optimising category pages with relevant keywords and internal links to improve navigation and search visibility.

Voice Search SEO

Source: Scale Nut

Voice search SEO involves optimising your content for voice search queries, which often differ from text-based searches. Key elements include:

• Conversational Keywords: Using natural language and long-tail keywords that reflect how people speak.
• Featured Snippets: Structuring content to appear in featured snippets, which are often used in voice search responses.
• Local Optimization: Ensuring local information is accurate and up-to-date, as voice searches frequently have local intent.

By effectively integrating these types, you can significantly improve your website’s search engine ranking, attract more visitors, and drive higher conversion rates.

Why Your Company Needs SEO: Its Benefits and Advantages

It is hard to imagine a company that has an online presence has nothing to do with SEO or related efforts in this day and age. The benefits of SEO are innumerable for companies and its advantages are unmatchable. Below are a few reasons why your company needs SEO: 

SEO helps you target quality traffic

SEO is fundamentally an inbound marketing strategy that prioritises attracting customers through valuable content rather than interruptive tactics. Unlike traditional outbound methods like cold-calling or direct advertising, SEO focuses on drawing users who are actively seeking information, products, or services relevant to their needs. This approach ensures that:

• Customer-Centric Engagement: By creating useful and relevant content, your business aligns with the interests and search queries of potential customers, making your website a valuable resource.
• Qualified Leads: SEO brings visitors who are genuinely interested in your offerings, resulting in higher engagement rates and better conversion opportunities. These are leads that have already shown interest in topics related to your business, making them more likely to convert.

SEO helps you gain a competitive advantage

In the digital marketplace, SEO is a critical component of any successful marketing strategy. Since your competitors are also likely investing in SEO, achieving a higher search engine ranking can provide a substantial competitive edge. Here’s how:

• Increased Visibility: Higher rankings on search engines mean more visibility for your business. When your website appears at the top of search results, it is more likely to attract clicks and traffic compared to competitors whose sites rank lower.
• Competitive Edge: By focusing on SEO, you can surpass competitors in search rankings, capturing a larger share of the market and attracting potential customers who might otherwise choose your competitors. This edge is crucial as industries become increasingly competitive online.

SEO offers cost-effective marketing

SEO offers a cost-effective alternative to traditional advertising methods. While paid advertising can yield immediate results, it often requires a substantial budget and continuous investment. SEO, on the other hand:

• Long-Term Benefits: Though it requires an initial investment of time and resources, the results of SEO are long-lasting. Once you achieve a good ranking, you can maintain visibility with lower ongoing costs compared to continual paid advertising.
• Higher ROI: Because SEO targets users who are actively searching for your products or services, it often results in a higher return on investment (ROI) compared to other marketing strategies.

SEO enhanced user experience

Effective SEO involves optimising your website not just for search engines, but also for users. This includes improving:

• Site Speed: Faster loading times enhance user satisfaction and reduce bounce rates.
• Mobile-Friendliness: A responsive design ensures that your website is accessible and easy to navigate on mobile devices.
• Usability: A well-structured site with clear navigation helps users find information quickly and easily, improving overall engagement and satisfaction.

SEO increased brand credibility and trust

Websites that rank higher in search results are often perceived as more credible and trustworthy by users. SEO helps build:

• Authority: High rankings suggest that your website is an authoritative source of information, boosting your brand’s credibility.
• Trust: Users are more likely to trust businesses that appear on the first page of search results. By achieving and maintaining a high ranking, you enhance your brand’s reputation and trustworthiness.

SEO gave insightful analytics

SEO provides valuable data and insights about your audience and their behaviour. Through tools like Google Analytics, you can:

• Understand User Behaviour: Track how visitors interact with your site, which pages they visit, and how they arrive at your site.
• Optimise Strategy: Use this data to refine your SEO strategy, improve content, and make data-driven decisions to enhance your marketing efforts.

SEO helps establish your credibility and trust in consumers

Appearing on the first page of search engine results is a direct outcome of effective search engine optimization (SEO) and the authority you establish for your website. Achieving a top ranking involves a multifaceted approach that includes several key elements:

• Quality Content: Creating relevant, high-quality content is fundamental to SEO success. Your content should address the needs and interests of your target audience, providing valuable information that answers their queries and solves their problems. This not only helps in ranking higher but also engages visitors, encouraging them to spend more time on your site and return for future visits.
• Optimal User Experience: A positive user experience is critical for SEO. This includes:
  • Intuitive Navigation: Ensure your website is easy to navigate with a clear, logical structure that helps users find information quickly.
  • Responsive Design: Your site should be fully functional and visually appealing across all devices, especially mobile devices, as mobile-friendliness is a ranking factor for search engines.
  • Fast Loading Speed: Websites that load quickly provide a better user experience and are favoured by search engines. Techniques such as image optimization, browser caching, and minimising code can improve site speed.
  • Technical Performance: Technical SEO involves optimising the underlying code and infrastructure of your website to enhance its performance and search engine crawlability. This includes:
  • Site Speed: Fast-loading pages reduce bounce rates and improve user satisfaction. Tools like Google PageSpeed Insights can help identify areas for improvement.
  • Mobile Optimization: With the rise of mobile searches, ensuring your site is mobile-friendly is crucial for maintaining rankings and providing a seamless user experience.
  • Structured Data: Implementing schema markup helps search engines understand your content better and can enhance your search result listings with rich snippets.
  • Building Authority: Authority is built through various SEO practices that enhance your website’s credibility and trustworthiness:
  • Backlinks: Earning high-quality backlinks from reputable and relevant sites signals to search engines that your content is authoritative and trustworthy. Backlinks act as endorsements for your site’s credibility.
  • Domain Authority: Over time, consistent SEO efforts and quality content help increase your domain authority, which contributes to higher rankings in search results.

SEO Builds Credibility and Trust

When your website consistently ranks well and provides valuable, relevant content, it builds trust with your audience. High rankings signal to users that your site is a credible and authoritative source of information. 

As users find what they’re looking for and have a positive experience on your site, they are more likely to trust your company and engage with your brand.

By focusing on these elements—high-quality content, user experience, technical performance, and authority-building—you create a robust SEO foundation. This not only improves your visibility on search engines but also establishes your credibility in the eyes of consumers, leading to increased trust, engagement, and ultimately, conversions.

Why You Should Consider Outsourcing SEO Services

Outsourcing your SEO services essentially refers to using an external company’s services and expertise for search engine optimization. While most companies want to pursue search engine optimization themselves, they either lack the expertise or the human resources to do so.

To build an in-house SEO team, managers would have to conduct thorough research and then hire executives to carry out the task for them. 

However, by outsourcing the task to reputed and experienced SEO agencies, companies would be able to get the same services at a fraction of the price of what it would cost for them to run an in-house operation.

In addition to the obvious cost savings, given below are a few other benefits of outsourcing SEO services:

You can benefit from their experience and expertise

SEO companies have in-house teams that perform search engine optimization services day in and day out, and since this is essentially their only occupation, they stay up-to-date with all SEO trends and changes.

Since Google’s ranking algorithms change continuously, you need a full-time dedicated team of resources that keeps track of all these changes, and this is exactly what an SEO company would do for you.

You can benefit from their established processes

If you build an in-house team from scratch, you’d have to spend time establishing all processes and procedures.

This may include detailing your projects, making necessary changes, establishing deadlines, and mapping out routines.

However, by outsourcing SEO functions to a professional service provider, you’d be able to make use of established processes and functions that they have already in place running smoothly. 

You can benefit from their industry linkages and connections

An important part of search engine optimization is guest posting, which is essentially posting blogs relevant to your company or industry on other popular blogging websites.

These blogs contain links that take the reader back towards your website and the high authority of the blogging website reflects nicely in the eyes of Google’s search engine crawler.

However, guest posting requires you to have a ton of connections and linkages in the blogging industry, which can take years to form.

By outsourcing your SEO, you’d be able to benefit from the SEO company’s established linkages and connections

Things To Consider When Outsourcing SEO Services

Once you have decided to go ahead with the plan to outsource your SEO efforts, you will now get online and search for companies that provide SEO services.

You may also speak to a few companies, shortlist them, view company profiles and then make your decision.

When handing over the responsibilities of your SEO company to an SEO provider, there are a few things you may need to consider which include:

Match your needs with the service offering

Before hiring an SEO firm, you need to first understand what your SEO needs are and then match them with the service offerings of shortlisted companies.

For instance, if you only need to outsource guest posting to an SEO company, and the said company has experience in all things SEO except for guest posting, you now know that you need to look elsewhere.

Your needs may include wanting quality backlinks, improving your social media presence, updating your website for mobile use, or researching apt keywords, and hence you should choose your provider accordingly.

Match the service provider’s availability with yours

Many off-shore SEO providers operate remotely and an SEO provider that suits both your budget and your needs may be located in a time zone different from yours.

This would mean that both of your companies are likely to have different operating and business hours, which could make communication difficult.

Before hiring an SEO firm, ensure that they have a few dedicated resources working in your respective time zone which is a reality for most off-shore companies as they hire human resources for night shifts to better suit their clients’ time zones.

Check their testimonials and references

Before hiring an SEO company, be sure to check their client testimonials on their website. You may also try to verify those testimonials by approaching the said client on LinkedIn or other professional platforms.

In addition to those testimonials, also be sure to ask your SEO company for references whom you can get in touch with.

By getting in touch with a client who has previously worked with your chosen SEO company, you will  be able to gauge whether or not you are making the right decision

Check whether their strategies comply with Google’s regulations

A very big red flag that you can spot while outsourcing your SEO to another company is their use of black hat SEO techniques.

Black hat SEO essentially refers to unethical practices that try to cheat Google’s search engine crawlers and try to achieve a higher search engine ranking through manipulation.

Some of these unethical techniques include using irrelevant but trending keywords, doorway pages, and invisible text.

While these techniques temporarily improve your website’s search engine ranking, once discovered by Google your website can be penalised and banned from the platform.

If you figure that your chosen SEO company is involved in black hat SEO, it is your signal to run away and never return.

Check whether they have well-defined and promised results

Before settling on an SEO company, be sure to check whether or not they can give you a straight answer about the proposed results of their SEO campaign.

If you feel the company beating about the bush even slightly with this answer, you should know that they may be making false promises under the pretence that “SEO takes time and patience”.

While SEO does take time and patience for its results to materialise, your company should be able to give you a tentative timeline and results for the outcomes of its efforts.

Biggest SEO Trends To Look Out For In 2024

As search engine optimization (SEO) evolves with changes in Google’s algorithms and technological advancements, staying abreast of emerging trends is crucial for maintaining a competitive edge. Here’s an overview of the significant SEO trends to watch for in 2024:

Artificial intelligence and SEO

Artificial intelligence (AI) continues to reshape how SEO is approached, offering advanced tools and technologies that streamline and enhance SEO efforts. Key developments include:

• AI-Driven Content Creation: AI models like GPT-3 have revolutionised content creation with tools such as Jarvis and CopyAi. These AI-powered platforms assist in generating high-quality content quickly, including blog topics, titles, meta descriptions, and even full articles. These tools leverage machine learning to understand context and produce content that is both relevant and engaging, which can significantly improve efficiency and effectiveness in content strategy.
• Personalised User Experiences: AI algorithms can analyse user behaviour and preferences to deliver personalised content and search results. This personalization enhances user satisfaction and engagement, which can positively impact search rankings. Leveraging AI to tailor content to individual user needs and interests is becoming increasingly important.
• Advanced Analytics and Insights: AI-powered analytics tools provide deeper insights into user behaviour, search trends, and content performance. These insights help refine SEO strategies by identifying patterns and opportunities that may not be evident through traditional analytics.

Core Web Vitals and their optimization

Google’s focus on user experience has intensified with the introduction of Core Web Vitals, which are critical for assessing a website’s performance. These metrics are integral to SEO rankings and include:

• Largest Contentful Paint (LCP): LCP measures how quickly the largest piece of content (such as an image or video) on a page loads. A fast LCP ensures that users can access and view important content without delays. To optimise LCP, focus on improving server response times, optimising images and videos, and leveraging browser caching.
• First Input Delay (FID): FID measures the time it takes for a website to respond to a user’s first interaction, such as clicking a button or link. A low FID ensures a smooth and responsive user experience. Optimising FID involves minimising JavaScript execution time, reducing the impact of third-party scripts, and improving overall page interactivity.
• Cumulative Layout Shift (CLS): CLS tracks unexpected layout shifts that occur during the loading of a page. Frequent shifts can disrupt the user experience and lead to frustration. To improve CLS, ensure that all visual elements have reserved space and avoid inserting content above existing content.

E-A-T (Expertise, Authoritativeness, Trustworthiness)

E-A-T remains a critical factor in SEO, especially for websites dealing with YMYL (Your Money or Your Life) topics. Google evaluates the expertise, authoritativeness, and trustworthiness of content to ensure it meets high standards. Key strategies include:

• Showcase Author Credentials: Highlight the qualifications and expertise of content creators to build credibility. This is particularly important for medical, financial, and legal content.
• Build Authoritative Backlinks: Earn backlinks from reputable sources in your industry to enhance your site’s authority and trustworthiness.
• Provide Accurate and Reliable Information: Ensure that your content is well-researched, accurate, and up-to-date to maintain trust with your audience and search engines.

Voice Search Optimization

With the increasing use of voice-activated devices, optimising for voice search is becoming essential. Key considerations include:

• Conversational Keywords: Focus on natural language and long-tail keywords that reflect how people speak when using voice search.
• Featured Snippets: Structure your content to appear in featured snippets, which are often used as answers in voice search responses. Provide concise, direct answers to common questions.
• Local Optimization: Voice searches frequently have local intent. Ensure your local business information is accurate and up-to-date to capture local search traffic.

Mobile-First Indexing

Google’s mobile-first indexing means that the mobile version of your site is used as the primary basis for indexing and ranking. Ensure that your site is fully optimised for mobile users by:

• Implementing Responsive Design: Ensure your website adjusts seamlessly to different screen sizes and devices.
• Optimising Mobile Page Speed: Improve loading times on mobile devices by optimising images, reducing server response times, and simplifying page design.
• Enhancing Mobile Usability: Ensure that buttons and links are easily clickable, and that text is readable without zooming.

Video SEO

As video content becomes increasingly popular, optimising video for search engines is crucial. Key strategies include:

• Video Metadata: Use descriptive titles, tags, and descriptions for your videos to improve visibility in search results.
• Transcriptions and Captions: Provide transcripts and captions to make your videos accessible and indexable by search engines.
• Engagement Metrics: Monitor metrics such as watch time, likes, and comments to gauge video performance and adjust strategies accordingly.

Keyword clustering

Keyword clustering is becoming increasingly important in modern SEO strategies due to advancements in Google’s natural language processing (NLP) technology. Traditionally, SEO focused on optimising individual pages for single keywords. However, with Google’s sophisticated algorithms, it is now essential to optimise for multiple related keywords to achieve high rankings.

• Definition: Keyword clustering involves grouping related keywords with similar search intent and optimising your content around these clusters. Instead of targeting a single keyword, you create comprehensive content that addresses various related terms.
• Implementation: For example, if you are optimising for the topic of image editing software, instead of focusing solely on “online image editing software,” you would also include related keywords such as “online picture editing tool,” “digital image editing software,” and “photo editing tools.” This approach helps Google understand the context and relevance of your content more effectively.
• Benefits: Keyword clustering helps improve content relevance and depth, leading to better user engagement and higher rankings. By covering multiple related terms, you can capture a broader range of search queries and attract more organic traffic.

While search engine optimization may seem daunting for a company just starting, know that with the right techniques and guidance under your wing, you’ll be able to build and execute your search engine strategy seamlessly and in no time.

Frequently Asked Questions

What is SEO, and why is it important for companies starting out?

SEO, or Search Engine Optimization, is the process of optimising your website to rank higher in search engine results. For companies starting out with SEO, it’s crucial because it helps increase visibility, attract potential customers, and establish a strong online presence.

What are the basic steps companies starting out with SEO should take?

Companies starting out with SEO should begin by conducting keyword research to understand what potential customers are searching for. Then, optimise your website’s content, structure, and metadata. Finally, build high-quality backlinks and monitor performance using SEO tools.

How long does it take for SEO to show results for new companies?

SEO is a long-term strategy, and results typically take 3 to 6 months to become noticeable. However, companies starting out with SEO might see some initial improvements within a few weeks, depending on the competitiveness of their industry and the effectiveness of their strategies.

What are some common mistakes companies starting out with SEO should avoid?

Common mistakes include keyword stuffing, neglecting mobile optimization, ignoring local SEO, and failing to track and analyse performance. Companies starting out with SEO should focus on creating valuable content, ensuring a user-friendly website, and continually refining their strategies based on data.

Can companies starting out with SEO handle it in-house, or should they hire an expert?

While it’s possible for companies starting out with SEO to handle it in-house, hiring an expert can accelerate results and avoid common pitfalls. An SEO expert brings experience, advanced tools, and up-to-date knowledge of best practices, which can be especially valuable for new companies.

What tools are essential for companies starting out with SEO?

Key tools for companies starting out with SEO include Google Analytics for tracking website performance, Google Search Console for monitoring search rankings and issues, and an SEO tool like Ahrefs, SEMrush, or Moz for keyword research, backlink analysis, and competitor insights. These tools help you understand your site’s performance, identify opportunities, and make data-driven decisions.

How important is content for companies starting out with SEO?

Content is crucial for companies starting out with SEO because search engines prioritise high-quality, relevant content when ranking websites. Producing valuable blog posts, articles, and landing pages that address your audience’s needs not only improves your search rankings but also establishes your brand as an authority in your industry, fostering trust and engagement.

Should companies starting out with SEO focus on local SEO?

Yes, local SEO is particularly important for companies starting out with SEO, especially if you have a physical location or serve a specific geographic area. Local SEO strategies, such as optimising your Google My Business profile, gathering customer reviews, and creating location-specific content, can help you attract local customers who are searching for services or products in your area.