Search Engine Optimization (SEO) Basics

Search engine optimization (SEO) techniques involve a series of steps. The first step is to develop a website with optimized content. This means using keywords and search strings in appropriate arrangements. These keywords affect how search results are displayed in Google. Different combinations of keywords yield different results. In addition, search algorithms assign different values to words.


If you want your website to be discovered by a vast number of users, content optimization is essential. It ensures that your content is optimized for the search engines. The process of improving your content for search engines begins with identifying the right content type. In many cases, content that is merely text and images is not optimal.

Content that is SEO-friendly will include relevant keywords. The use of these keywords should be strategic and well thought out. It should also address user intent and search behavior. You can use tools to guide the structure of your content. For example, you can use SEMrush’s Content Template to write fresh, optimized content with relevant keywords.

A high-quality content is essential for a high-ranking website. The right content helps your site achieve better rankings and higher traffic from search engines. Good content can be a great way to attract new customers. When combined with online marketing techniques, the content of your website will form a bridge between your website and your customer.

User-generated content (UGC) can also improve your search engine performance. Whether it is in the form of testimonials, reviews, or social UGC feeds, positive content can help your website get noticed by search engines. Content that is authentic and informative will establish positive word-of-mouth about your brand, which will ultimately boost your SEO strategy. Additionally, it can increase the average duration of a user’s visit to your site.

Page structure

When it comes to search engine optimization, page structure is an extremely important aspect of your website. You should always try to keep your URLs short, readable, and easy to remember, and use a logical hierarchy of your content. This will help you avoid having content and pages with similar titles or intents. Furthermore, a logical hierarchy will help your website pass link equity to other pages.

In addition to a good structure, the content on a website should be easy to find. Generally, the most important content should be placed on the homepage, with the rest of the information distributed throughout the website’s secondary pages. The search engines use this hierarchy to determine which pages are the most important and will rank them accordingly on the SERPs. The structure of your website also has a major impact on user experience, and a good website navigation will help you capture leads.

You should also use a breadcrumb menu on your website. This can make navigation easier, as it allows visitors to navigate from page to page without having to click through multiple pages to find what they are looking for. Structured data is essential to give search engines more information about how to find what they’re looking for, and it will also boost your listings. In addition, you should also use a permalink structure to help search engines understand your website structure. Using permalinks is essential to SEO, but make sure you don’t confuse the logical structure of your website with the URLs of your pages.

Having an internal link structure is also important for SEO. This structure will help users navigate your website, and it will make the search engines understand which pages are important and easy to reach. The more links you have on your site, the better.


Structured data is a way to communicate better with search engines, and schema helps search engines understand concepts and entities better. It helps create rich cards, snippets, and knowledge graphs that appear on SERPs. It makes the content of your website easier for search engines to read and understand, and it can also improve your website’s ranking and click-through rates.

Using schema markup is not difficult, and there are many tools and plugins available to help you implement it. For WordPress, there are several markup generators, including Merkle’s schema builder and the Schema Builder extension. These tools allow you to automatically create schema markups.

A website can include schema in various places, such as product/service listings, news articles, and WordPress plugins. The structure of the website’s content is an important factor in determining where to include schema on your website. Schema markup is also a great tool for integrating structured data into your site.

Schema markup is a great way to make your website stand out from the crowd and increase its ranking in search results. When combined with other SEO best practices, schema markup will help your website rank higher and improve user experience. Using schema markup will also help you create rich snippets – information that users need to know.

Google’s algorithm

When a user types in a search query, Google evaluates the content on millions of websites and selects the most relevant answer. The algorithm uses hundreds of different ranking factors. Although most of these factors aren’t publicly known, the algorithm is broken up into different areas that take into account different criteria.

Google is constantly refining its algorithms to ensure that search results are as relevant as possible. These updates have resulted in several innovations and improvements in search and user experiences. Whether it’s Google’s new advanced search function or video thumbnails within search results, the SEO world is constantly changing.

While Google hasn’t made a public announcement about the exact algorithm it uses to determine how the results are presented, it is always worth monitoring the updates and making any necessary adjustments to your website. Even minor changes can have a big impact on page performance. For example, if your site contains a large number of links to your competitor’s content, it might lose its ranking.

Understanding how Google ranks websites is essential to making sure your website receives the best possible ranking. The search engine algorithm takes into consideration a variety of factors, including semantic context. Using language models to analyze search queries helps it understand the context and meaning of terms. It also evaluates the content of websites to ensure it is current and relevant. This helps avoid displaying outdated content in the search results.

Black hat tactics

Black hat SEO tactics involve using illegal methods to get traffic and ranking boosts. Often, these tactics involve injecting keywords or links to a commercial page on the site. These practices also include setting up parasite hosting in order to take advantage of authoritative domains such as Google’s. This allows them to receive traffic to their site and then charge buyers for it. This is typically done without the permission of the site owner. It’s important to keep in mind that black hat tactics are highly problematic and should be avoided in any marketing strategy.

Another tactic used by black hat SEO practitioners is article spinning. When an article is copied, it is rearranged to replace words with synonyms and reworded. This creates a completely different article. In effect, the article is an advertisement. When it’s spun, it’s a clickbait-like headline that lures readers into clicking on it.

Another black hat technique is known as “Google bombing.” This involves a group of websites linking heavily to one page. A famous example of this is when “miserable failure” was used as a search term, and the result pages were all pages related to George W. Bush. Though Google has cracked down on Google bombing, the cases are now less prominent.

A third tactic used by black hat SEOs is keyword stuffing. This method involves stuffing too many keywords onto a single page. Although this tactic once worked for some websites, it isn’t a good practice today. Today, search engines know when a keyword is overused.


Mobile-friendliness is a key ranking factor that can make or break your online presence. Using a mobile-friendly testing tool can help you determine whether your site is mobile-friendly. The Merkle Mobile-Friendly test tool allows you to check up to 50 URLs at once.

Creating mobile-friendly pages means making them easy to read and navigate. This can be difficult if your site isn’t designed properly. Don’t include excessive horizontal scrolling and buttons that aren’t easy to push. Poorly designed pages will frustrate mobile users. If you’re not sure how to create a mobile-friendly website, Google has a helpful guide that outlines the main elements of a mobile-friendly website.

Another important factor is the use of responsive design. Google recommends using responsive design over dedicated mobile sites. This type of design is easier to implement and maintain than dedicated mobile sites. However, it has a significant downside: the mobile version of the site will not perform as well as the desktop version.

Mobile users have a short attention span and are likely to abandon a site that takes too long to load. Because of this, page speed is especially critical when it comes to mobile traffic. If a website takes more than three to four seconds to load, the vast majority of mobile users will abandon it. Some techniques that can help improve page speed include optimizing images, minimizing code, and using browser caching.

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