What is SEO? Search Engine Optimization Explained

Are you looking for a comprehensive answer to the question, “What is search engine optimization?”. You are in the right place.

I’ve set up this page to assist you in understanding what SEO is and how it can add value and positively impact your business.

Paid ads shouldn’t be the only conversion strategy you have to grow your site traffic.

What is SEO

With a proper SEO strategy, you can easily grow your website and sales, too.

Since this page is packed with vital information, I would advise you to bookmark it so you can refer to it in the future.

So, let’s get started. Here’s a simple definition of SEO before anything else.


What is SEO?

SEO (an abbreviation for Search Engine Optimization) are steps involved in improving the ranking of a website or content on Google and other search engine platforms.

Paid ad strategy differs from SEO in that the latter is “organic” in nature, which implies that it involves little to no cost.

In layman’s terms, SEO is a way of making content or a website better so Google will display it on the first page for users searching for information.

For instance, when anyone types “Bagels and Lox” into Google, it is possible that they are searching for ingredients, recipes or steps for preparing it.

If you have published an article online about preparing Bagels and Lox, your goal will be for people to see your recipe.

To achieve this, you have to outrank other websites with similar content about Bagel and Lox. While it may seem difficult, it is the focus of SEO.

Think of this information: Google had an estimated 83 billion visits in April 2023. This means that if your website isn’t properly search engine optimized, you are losing out on potential visits.

To gain full insight into how you can improve your content’s searchability, you need to have an idea of the way search works. That is my aim in creating this guide.

After reading this piece, you will learn the fundamentals of search so you can effectively optimize your website to improve its rank and drive traffic to your content.


Key Elements of SEO: On-Page SEO and Off-Page SEO

One thing to note about SEO strategy is that it has two equally vital elements: On-page SEO and off-page SEO.

On-page SEO revolves around optimizing content to enhance your rankings.

This involves adding keywords to your content and pages, crafting rich and engaging SEO, ensuring your page/post tiles have proper keyword placement, as well as numerous other factors.

Though it may seem a bit technical, it is crucial to a website’s success.

Off-page SEO is a term that refers to the optimization that takes place outside of your site, like acquiring backlinks.

An important aspect of this section is cultivating relations and building content that is engaging and sharable.


SEO Strategies: Black Hat Vs. White Hat

In any business endeavor, I have always maintained that “slow and steady wins the race.”

This means that a gradual, consistent effort will likely get you results.

But some people think differently.

They will instead attempt to grab fast wins before delving into other stuff.

In relation to SEO, looking for fast results is usually called “black hat SEO.”

Those who use black hat SEO carry out dishonest tricks such as link scraping and keyword stuffing, all in a bid to rank fast.

This may lead to a very brief, short-term boost in traffic, but Google will eventually hit the site with a penalty that will hurt traffic.

On the flip side, white hat SEO is the ideal way to grow your online business in a sustainable manner.

If you keep this in mind when doing your SEO, your strategy will be human-centric.

It is about creating quality content and improving its accessibility by adhering to Google’s standards.

Black hat vs white hat SEO

The above image gives a superb insight into the two methods, but let me throw some more light on these issues:


Duplicate Content

In order to rank for a specific keyword, some people may duplicate already-existing content from other web pages to improve the relevance of that topic.

Websites that do this get hit with penalties.

It is also likely to cause keyword cannibalization, which can mean multiple pages from a single website in competition with one another for rankings.


Invisible Text and Keyword Stuffing

In the past, people used the black hat strategy of adding lots of keywords to the end of their posts but changing the color to match the background.

This strategy can hurt your ranking almost immediately.

This also applies to keyword stuffing, which is adding keywords to irrelevant parts of your content.

An instance of keyword stuffing is content that is packed with a certain keyword multiple times to the extent that it seems “forced” or “unnatural.”


Cloaking and Redirecting

In the matter of redirects, there are good and bad ways to carry it out.

The bad way is purchasing tons of keyword-rich domains and redirecting the traffic to a specific website.

A great way is to use them cleverly to enhance the user experience and avoid keyword stuffing.


Poor Linking Practices

Buying a package online that offers you 3,500 links in a single day isn’t a correct link-building strategy.

Your website has to acquire links from websites and content with relevance and authority with rich traffic.

Because Google hits sites that carry out these activities with penalties, you have to focus on white-hat SEO.

However, a concept called “grey hat SEO” exists. It implies that although it isn’t natural or untainted like white-hat, it isn’t exactly as outrageously deceitful as black-hat.

You aren’t misleading anyone or deliberately manipulating the algorithm with a grey-hat strategy. But you are looking for a competitive edge.

The truth is that Google’s standards aren’t that straightforward. Sometimes, they may even contradict themselves.

For instance, Google has stated they frown at using guest blogging as a link-building strategy.

But if done properly, guest blogging is the best way to enhance your brand. It can be used to improve brand awareness, drive traffic to your website, and become an authority in your niche.

In the SEO industry, the manner of doing things matters more than what you do.

If you are paying for guest posts on websites that aren’t related to your niche and engaging in link spamming, your site will get hit with a penalty.

On the other hand, if you are crafting engaging guest posts that delight your readers on websites that are relevant to your niche, there will be no problems, and your website will get a direct flow of link juice.


SEO Marketing Fundamentals: Full Analysis

There’s never a better time to learn the fundamentals of SEO marketing than now.

Even though it is relatively easy to understand, an effective SEO strategy demands plenty of time and effort.

This isn’t something you implement today, and look for results the next day.

SEO requires consistent action with the aim of succeeding in the long run.



I am sure you must likely have seen this quote before: “Content is King.”

Bill Gates stated this 27 years ago, and today, it has always been the truth.

What’s the reason for this?

Online users are pleased whenever they discover a result that meets their needs perfectly.

For instance, if you Google “simple and fast homemade French fries,.”

Google invests efforts in getting you what it assumes is the finest recipe for homemade French fries (that requires less time and utilizes minimal ingredients) on the internet.


SEO optimized content on SERP


It won’t just focus solely on the fastest recipe or only the simplest recipe or showcase a number of online stores for fried snacks.

It makes an effort to deliver the exact result you searched for.

Google’s aim is to offer the most positive experience by getting you the best content it can access.

So this implies that a powerful element of SEO strategy is to build great content.

That might seem tiresome, doesn’t it? It will require plenty of effort.

SEO is like any skill you know: the greater your effort, the better the result.

In the same way, the most powerful marketing won’t assist you in selling a terrible product, and highly sophisticated SEO won’t have any impact unless you have quality content.


Elements of Content

There are numerous elements that are important for building quality content; here are some highly important ones:



In the past, one could build quality content easily.

If your content is geared towards fixing anyone’s problem, it makes you exceptional and improves your site’s ranking.

Presently, it is difficult to do it. Content now has a very high standard, and lots of online businesses have set up blogs to enhance their site value and rank better on search engines.

Generating quality content is a bit difficult, but fortunately, it is no longer necessary to build content from a blank slate.

You can capitalize on what people have created and make it more enriching and highly detailed.

With this, you can easily build long-form content.

The word “long-form” content refers to an article that has 1500 words and above. That’s the perfect length. Some people even go on to write above 3000 words.

Apparently, having lengthy content alone won’t automatically translate to a better ranking.

Your content has to be in-depth. It shouldn’t just cater to minor issues.

Pay attention to some key points and analyze them fully.

After Google released its Hummingbird updates, many SEO analysts carried out a thorough examination of content to determine precisely what type of content Google pushed to “prime spots” in search results. ]

Most of the blogs analyzed were in the personal finance niche, and they were examined using a number of metrics.

A key discovery was that websites with in-depth content had better ranks, regardless of the quality of their link profiles.

This should be the type of content you create. And you shouldn’t expect anything less than quality results.

The point I have made is that your content has to cater to a need, fix a problem or deliver a solution to what attracted your reader to your blog.

If this isn’t the case, they will immediately exit your page, and Google will assume your content isn’t relevant or helpful.



Google pays plenty of attention to intent.

This is to determine what its users are searching for whenever they input anything into the search bar.

  • Are they looking for information?
  • Do they want to purchase something?
  • Are they doing research?

As someone who creates content, you have to know this too.

For instance, you can’t write content about the “best car stereo brand” and target “car seats” as a primary keyword.

It is nonsensical because people are looking to buy car stereos, not car seats for their cars.

Hence, you aren’t delivering the right answer to the search query, and Google frowns at this.

Always remember to add your focus keyword to the body of your content.

Don’t “overdo” it, but ensure you also include related keywords.

The best practice is to add your focus keyword to the beginning and end of your content.

Also, add it to one of your H2 subheadings.



While it is no news that posting regularly assists in getting a good ranking on Google’s search engine results page (SERP), it is not the only way to demonstrate to Google that your content is fresh.

There are lots of changes you can make to your old content to keep it more current.

Update your blog articles for accurate information, rectify broken links and review old data with the latest stats that have greater relevance.

These are ways to prove to Google that your blog article is rank-worthy.


Four Ways to Create Quality Content

Here is my favorite SEO strategy for creating quality content that is engaging to readers and enriching to Google:


Consider User Intent

You have to understand the goal of your reader when they visit your website or blog content.


Create a Customer Persona

Additionally, you need to have a solid insight into your reader’s personalities, likes and dislikes, as well as the reasons for reading your content.


Breaking up the Text

Today’s customers have a very brief attention span, and publishing an enormous text structure isn’t all there is; you have to use lots of pictures and headers to divide it.


Ensure it is Actionable

Reading a blog article without getting results can be a total waste of time.

Your content has to be rich and in-depth. It should also respond to the question, “What next?”.

Will your readers be satisfied after completing your content?


Keyword Research and Selection

Keyword research is an important aspect of SEO strategy.

It helps you to rank well on Google and create relevant blog articles.

Keywords open a window of ideas as it gives you an insight into what people are searching for and the information they need to know.

Keywords are also crucial for link building as they play a vital role in the method you will use and your execution plan.

Sadly, a lot of site owners assume keyword research is a one-time activity.

Perhaps whenever they do a website redesign or launch a new promotional campaign, they may engage in keyword research for a few days, update their websites and cease doing it.

The truth is that the reverse is the case.

The best SEO practice is to continue carrying out keyword research, particularly on a quarterly basis.

Here’s an effective way to do this below.


Components of Keyword Selection

Apart from using a keyword research tool, there is plenty more process involved in keyword selection.

You need to have an idea about the intent that backs the keyword in addition to its competitiveness.

Here are a few significant components of keyword selection.


Deciding on the Right Keywords

Let’s assume you run an online luxury jewelry store in New York.

Your item costs range from $500 to $50,000.

You may earn over ten thousand bucks a month in revenue if the business is flourishing.

Presently, if your site ranks number one for “buy cheap jewelry in New York,” what type of audience do you think you will attract?

People searching for cheap stuff will visit your website!

This implies that they probably won’t buy your product once they see the prices on your site.

This keyword will drive thousands of traffic to your website monthly.

But, it is likely the wrong audience, so ranking for it is not a smart choice.

It is more advantageous to choose a different keyword, even though it will produce significantly less search volume.

Consider this: Even if one or two visitors who read it become buyers, you are ahead of the curve.

Alternatively, you can opt for a long-tail keyword to beat the competition.

Long tail keywords are search terms that are very precise and cater to more specific search intent.

They are long, not very competitive and thus, simpler to rank for and drive targeted traffic.

You can use keyword research tools like Answer The Public, Semrush and Google Keyword Planner.

Alternatively, you can utilize the related searches in the lower section of Google’s results pages.


Related Searches on Google


Competitor Analysis

You have chosen a relevant keyword from the very beginning.

It is relevant in terms of the context of your website, and it fits into your site’s goals.

What is the next course of action?

You can use a keyword tool like Ahrefs to access related keyword ideas.

Of course, you will be drawn to the ones with a high search volume.

However, you will miss out on effectively ranking your website for a keyword based on the level of competition in your niche.

Those websites positioned on the first page have stayed there for some time.

They are trustworthy, and Google understands they offer reliable information.

That is why they have earned the position.

But Google is yet to trust your website, and it may take some time to rank above your competitors.

With valuable, high-quality content, you will get to the first page subsequently. However, it won’t happen in a quick or fast manner.


4 Ways to Find the Best Keywords

Here are the best methods for executing keyword research and selection:


Use the right tool

It is difficult to properly execute keyword research without using the right tools.

There are quality tools like Ahrefs and Semrush that can effectively deliver information about your competition and simplify your strategy.


Understand semantics

To stay abreast of the trends in keyword research, you need to have an idea about semantics.

Google isn’t interested that you have added the keyword 12 times to your content.

It is concerned with whether your keyword has matched the search intent.

If you add one keyword, it is likely that Google will spot 12 that have a semantic relationship with that one.

You do not have to add “jewellry sellers near me,” “Jewellry sellers,” “sellers of Jewellry,” and many similar variations.

Google will highlight it for you if your content is rich.


Understand intents

It is important that you understand the intent behind the keyword.

Keep in mind that what a buyer will search on Google and what someone conducting research will search on Google aren’t the same.

If your content offers information, your target audience is not a buyer.

If your content is selling a product, you wouldn’t want it to target a researcher.


Conduct competitor analysis

A great strategy to conduct keyword research is to check the activities of your competitors and follow in their footsteps.

If a website is ranked first for your chosen keyword, utilize a keyword research tool, input the URL and review their keywords via keyword gap.



PageRank, a popular algorithm developed by the creators of Google, clearly isn’t the sole metric to use when ranking pages in search result pages.

Trust has become more crucial, and lately, Google updates have penalized malicious and spammy websites.

TrustRank is a signal for Google to check whether your website is genuine or not.

For instance, if your website seems like a recognizable brand, Google will possibly trust it.

Acquiring quality backlinks from reputable websites (such as .edu and .gov domains) will assist in fostering trust.


Elements of Website Trust

There are three major aspects to establishing trust: authority, bounce rate and domain age.



Google decides your website authority by combining two types of authority you can establish:

Domain authority refers to the strength of your domain name. For instance, mastercard.com is highly authoritative because the name is popular.

Page authority refers to the trustworthiness of a page’s content (for instance, a blog article).

You can utilize tools from Moz and Ahrefs to assess your authority on a rating system of 1 to 100.

Keep in mind that it is quite easy to move from 0 to 20.

But scores above 50 to 60 are quite high, and 80 to 90 are among the highest scores in any field or niche.


Bounce Rate

Your bounce rate serves as an indicator of the way people visit one page on your website before exiting.

Some ways to lower your bounce rate include quality content, fast loading time, high engagement and drawing the target audience.

The logic is that the right audience will invest time in a website that loads quickly, looks appealing and has quality content.

Adding video to your content is another effective way to lower bounce rates.

However, you have to optimize your video content to make an impact and provide results.

Furthermore, your content has to satisfy the expectations of the reader.

They have to visit your page and precisely get what they are looking for without hassle.

Once this is done, visitors will stick to your site longer, which will signal to Google that your website has topical relevance.


Domain Age

In many cultures around the world, people pay respects to the oldest in the community. Likewise, the internet.

If a site has existed for quite some time, delivers quality content and adheres to SEO best practices, it will have a better rank and position than a new website, regardless of whatever.

So, the domain age of a website plays a vital role in SEO.


3 Ways to Improve Trust in Your Website

Here are some great SEO strategies to boost trust in your website:


Exercise Patience

Trust doesn’t occur instantly.

At times, you have to exercise patience and understand that Google isn’t in a rush to begin crawling your website.

A good way to accelerate the process is to tweak your website and request an index via Google Search Console.

This should encourage Google to take action, but there is no guarantee that it will work immediately.


Understand Intent

A major element of SEO marketing is learning the intent of your users.

This differs from what you’d like them to do.

There is always an intent behind every search query on Google. If you deliver a solution, ensure it is very thorough.

Else, searchers will visit your website, find out that it doesn’t meet their expectations and never return.


Meet Their Needs

As a follow-up to the preceding point, ensure your content meets your reader’s needs.

This will lower bounce rates because users will easily find what they need.

Most of the time, people aren’t interested in reading through the full article.

So, the faster you give them the results they seek, the better.


Google’s E-E-A-T Guidelines

As you refine your SEO strategy, keep in mind that Google employs human content evaluators.

Besides their algorithm, Google hires Quality Raters to enhance the search engine experience for all.

Google outlines in its guidelines that a quality page has to demonstrate the following features:

  • Experience
  • Expertise
  • Authority
  • Trustworthiness

This particular set of guidelines is often referred to as E-E-A-T.

Before 2022, it was formerly known as E-A-T.

However, Google has updated its guidelines to include experience in the first letter of the acronym.

This implies that Quality Raters will factor in how much experience the creator has when appraising content.

In addition to experience, Quality Raters will check the expertise of the writer of the content, the authority of the overall site content and how trustworthy your website is.

To have a better ranking on Google, you have to take action to boost your E-E-A-T score.


5 Strategies for Boosting Your E-E-A-T Score


Acquire first-hand Experience

No pretense. If you aim to have a better ranking on Google, you have to demonstrate that you have experience in your niche.

This implies demonstrating your qualifications as a professional or expert.

You can add your credentials, professional background, pictures and licenses to your website.


Offer Reliable Information

One of the most effective ways to demonstrate expertise, authority and trustworthiness is to offer reliable information.

Get interview sessions with professionals and specialists and send out guest posts if you’ve got the opportunity.

Ensure that your content is accurate, in connection to the topic, and for your readers.

Doing anything different can get you a low score.


Go in-Depth

Beyond sharing accurate content, ensure it is in-depth.

Addressing issues in a basic or overly simplistic way is always frowned upon.

To demonstrate your expertise, ensure your content meets the needs of the reader and sufficiently informs them.


Stick to the things you know

When creating content for your site, focus on your brand.

Don’t make the mistake of delving into content irrelevant to your website.

Pay attention to your topic of expertise, as it will bolster your reputation as the best place to seek quality information about your industry.


Cater to your reader’s needs

Similarly, you can easily grow your trustworthiness and reputation if you cater to the needs of your readers.

This might mean providing solutions to the problem they have.

Ensure you explain topics in a meaningful, relevant and comprehensive way.



I hope this article has met your expectations.

Since there are plenty of details here, ensure you bookmark this page so you can refer back as you navigate through the world of SEO.

Always keep in mind that there are no instant results in this field.

Stick to the rules and be consistent, as it is the best way to find success.

Harrison Acha is a Digital Marketing Expert, Seasoned Blogger, Facebook Marketing Expert, Writer, SEO Expert, and Digital Content Creator. Have been in the IT industry for more than a decade, and helping both tech and non-tech professionals become more productive and less frustrated with technology. Follow me on LinkedIn, Twitter and Facebook.

PrimeGate Digital is a Result Driven Blog that strives to go beyond ‘Conventional Digital Marketing’ through digital innovation and performance marketing. We have experience working with world class brands and products.


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