The 2023 ultimate guide in SEO. Get more visitors.

Updated: Nov 28

What is SEO?

Search Engine Optimization ( SEO) is the process of continuously improving organic rankings on search engines such as Google, YouTube, Amazon, and Bing.

SEO is a popular digital marketing channel because higher search engine rankings can drive targeted traffic to your website.

Which eventually generates more leads and paying guests.

Google organic search
Organic search

In this example, 241,5K people search for your business’s product or service each month.

If you can rank #1 in Google for that search term, that can equal a few thousand targeted people visiting your site every single month.

In practice, SEO generally involves:

  • Creating high- quality content

  • Monitoring your point’s technical health

  • backlinks from other sites

  • Make website faster

  • Make website easy to use

Why Is SEO Important?

SEO is effective because, unlike PPC or social media advertisements, it brings “ free ” traffic to your website.

Ranking largely on a results runner means you ’ll get a lot of free clicks. After all, 65% of Google searchers click on organic results (i.e., not advertisements).

In other words, once you rank well for your target keywords, you ’ll get a steady stream of new business month after month.

65% of google searches click on organic results
65% of google searches click on organic results

Of course, SEO takes time, effort, and money.

But the main benefit of SEO versus other channels is that it generates consistent business for your website over time.

How SEO Work?

Search machines like Google use fairly complex processes( known as “ algorithms ”) to organize and rank content.

These algorithms take literally hundreds of ranking factors into account to decide where a specific webpage should rank.

Important Note “ Google rankings ” refers to then non-paid organic results. Paid results( advertisements, principally) are a completely separate channel.

In short, search engines take in digital content and organize this information into results pages. The ultimate goal is to make users happy with the results they find on Google.

Fortunately, you don’t need to know about all of these factors to succeed in SEO.

But it's helpful to understand the process that Google uses to find relevant websites.

Google’s Ranking Process

To find and rank content, Google uses the following stages


Google uses “ bots ” to crawl the web and look for newly created or updated pages. It is necessary for a page to have links pointing to it in order for Google to find it. In general, the more links a page has, the easier it is for Google to detect it.


Using the information that the bots discover, Google analyzes each page and tries to understand the website's purpose. Search engines evaluate effects such as content, images, and other media types. It also stores this information in its Google Index (in other words, its database).


Using Google's ranking system, it determines which websites are most relevant to users' searches.

how SEO works
How SEO works

Important Google Ranking Factors in 2023

It's crazy how quickly SEO changes. Thousands of changes are made to Google's algorithm every year. Let's take a look at three of the most important ranking signals right now before we dive into specific SEO strategies.


Google's first job is to show users useful results. In a search for "canine treats," you don't want to find papers about cat treats (even if the content is high quality).

During the days of Google, a website's content was determined by the keywords it contained.

Google still looks for the appearance of specific keywords on your site to a certain extent. But it is basically possible for Google to read a composition and understand that page’s content.

That way, Google can serve up useful results that may not contain the exact keyword someone just searched for. And then bubble up applicable results for a wider audience.


It is one thing to identify a set of applicable results. However, how do you actually order those results? That’s where authority comes into play.

Authority is a way that Google determines which websites (or specific pages) have a high level of trust. Google largely uses the number of backlinks pointing to a page to determine its authority.

All effects being equal, a website with lots of backlinks will overshadow a page without any backlinks.

Ranking factors depend on it.

Content Quality

Quality of content is the last of Google's "big three" ranking factors. The concept of "quality" is, of course, somewhat subjective. However, Google does not determine content quality by the quality of the writing. Or how a page looks.

Rather, Google considers any pages that satisfies a search intent as "high-quality."

Suppose that you would like to search for garden houses.

Website #1 is a smaller site without a ton of authority. But the author of that site has published an exhaustive list of all the stylish garden houses out there. Including lots of client reviews, pricing information, and more.

Website #2 is an old, established site in the garden niche. There aren't enough stylish garden houses on their list. And makes it difficult for users to find what they're looking for.

In most cases, Website# 1 will overshadow Website# 2.

How websites rank in google
How websites rank in google

How to Get Advanced Google Rankings

Now that you know how Google's search engine algorithm works, let's take a look at how to rank your site.

On- page SEO

On-page SEO is the practice of optimizing your webpage content for search engines.

At a high position, the role of on-page SEO is to help search engines understand what your page is about.

The following are some ways to optimize your site for negotiation using on-site SEO.

  • Content

  • Captions and heads

  • Title tags

  • Meta descriptions

  • Images

  • Internal links

  • Structured data

  • URLs

  • HTML code

What are the On-page SEO Elements?
On-page SEO elements

Let’s say you have a blog post about healthy canine food.

Still, Google might be able to understand what that blog is about, if you just wrote that composition without allowing about SEO.

But when you specifically optimize your content for search engines, you basically guarantee that Google will know that your page is about healthy canine treats.

Besides using your target keyword many times on your page, other effective on-page SEO strategies include:

  • Optimize around a single keyword You want to optimize each runner on your point for a single keyword( or a many variations of that keyword).

  • Use your keyword in your title label Google puts further weight on text book set up in your title label. So make sure to put your target keyword there( formerly).

  • Internal linking Linking to other pages on your site can help Google find, crawl, and index them. And can even help those pages rank higher in the SERPs.

  • Page speed causes visitors to leave a page if they don’t get the information they want quickly. Ensure that your site is fast enough by using Google’s PageSpeed Insight tool. However, the tool will give you specific ways to speed up your site if there are any issues.

Off- page SEO

Off- page SEO describes all SEO tasks that take place off of your website.

Why is off- page SEO important?

Well, Google and other algorithms use off-page signals to determine how authoritative and secure your point is. They look at backlinks to help them figure out which sites have the most authority.

In other words, backlinks function as votes of confidence. That’s because a backlink from a high-authority website helps boost your point’s authority. Which can lead to advanced rankings.

The practice of getting backlinks to your site is called "link building." However, while you do want to get as many high-quality links as possible, more links aren’t always better. Spammy backlinks won’t appreciatively impact your ranking and may lead to Google penalties, which can negatively impact your rankings.

Link building can be difficult and time-consuming. But considering that backlinks are essentially required to rank for nearly any keyword, it’s an important skill to learn.

We ’ll dive deeper into link structure latterly in this companion.

But for now, let’s cover some of the areas you ’ll need to work on to rank higher on Google.

High- Quality Content

There are over 200 ranking factors used by Google in their algorithm. The better your content, the higher your ranking will be.

This means that you should focus more on creating high-quality content than on optimizing your title tags.

Writing great content is well beyond the scope of this guide.

You can do several things to ensure that your content ranks on the first page of Google by publishing high-quality content.

Cover Each Topic Thoroughly

Both Google and users want content that answers their questions completely.

Write long and precise answers to the questions people ask. If your post is concise, people won't need to go to other pages to ask specific questions; your page will contain all the information they need.

Write for Skimming

Google users don’t generally sit down and read every word on your website.

In fact, one study set up that 84 of people skim the papers that they come through.

Which is why it’s important that your content is optimized for people that skim.

In practice, this means:

  • Use lots of section subheadings

  • Include lots of checklists and bulleted sections

  • Use short sentences and short paragraphs

  • Include generous amounts of visuals and embedded videos

Be Unique

Most high-volume keywords have thousands of results.

That's why your content needs to stand out somehow.

That doesn’t mean you should reinvent the wheel. In fact, you want to generally stick with what’s already working (and improve upon it).

But that doesn’t mean that you can simply regurgitate the top 10 results and expect to hit Google’s first page.

Instead, you want to double down on what’s already ranking on page one. And add something unique that’s all your own.

Then are a many ways that you can help your content stand out from the current top 10 results

  • Include more data Studies, figures, specific exemplifications. All of these things can help make your content instantly stand out among a sea of vague statements.

  • More relevant Is most (or some) of the first page articles that haven’t been updated in years? If so, there’s a chance for you to sneak into the top 10 with something more up-to-date.

  • More dense Publish content that contains more value per word than the rest.

  • More visuals No likes reading a giant wall of textbook. Adding lots of illustrations( especially custom- made illustrations) is an easy way for your content to stand out.

Technical SEO

Technical SEO is about helping search engines find, crawl, and show all of the pages on your website that you want them to (and none of them that you don’t).

Technical SEO also includes your website's overall performance and usability.

Here are some of the most relevant things to know about technical SEO

  • Page speed Google ranks faster pages higher up in the search results since they have a better user experience.

  • Mobile friendly- Users need to be able to consume your content easily on a mobile device. In fact, Google now evaluates your content based on its performance on a mobile device.

  • User experience or interface Users that land on your site should instantly be able to take some sort of action, whether that’s reading an article or navigating to a specific section of your site.

  • Schema Schema helps give Google more context about your content.

Website structure

For most sites (like a small blog or small ecommerce site), site architecture isn’t super relevant. But if your site grows to 1,000+ pages, website architecture can start to impact your SEO.

Why is this relevant?

It is helpful to have a well-organized website architecture so that search engines can find and crawl all the pages on your site.

Your latest pages may be difficult to locate if your architecture is haphazard, or they are several clicks away from your homepage.

As a bonus, a clean site architecture ensures that link authority “ flows ” to all websites.


Link building is the practice of getting other websites to add backlinks to your website.

Considering that backlinks are basically votes of trust and authority from other sites, they ’re critical for ranking in Google.

Google gives you more authority in its eyes the more high-quality disciplines link to you.

When building links, you should focus on quality (not volume).

The ranking power of a backlink from a high-authority site is generally greater than that of 100 backlinks from inapplicable or low-quality sites.

So link building is sort of a balancing act. Yes, you want as many links as possible. But those links need to be from relevant and quality sites related to your website’s content.

How to make Links

In practice, link building consists of identifying people with the capacity to link to your content (website owners, journalists, bloggers, etc.), pointing them to your content, and encouraging them to link to it from a relevant page on their site.

It sounds simple in theory. In practice, it can be difficult to convince someone to take the time to link to your site.

This is why you should focus on these proven link building strategies:

  • Create linkable assets that people will want to link to

  • Consistently share content on social media

  • Participate in (strategic) guest posting

  • Utilize broken link building

  • Turn unlinked brand mentions into links

  • Replicate competitors' backlinks

  • Reclaim lost backlinks

You may need to manually build links in the early days of your SEO campaign.

The goal is to obtain what are known as "passive links" over time. These are links you receive from other sites without actively building them.

To do so, follow these steps:

  • Creating useful, authoritative content within your niche

  • Targeting the right keywords, which helps get your content in front of the right people

  • Publishing visual content (like infographics) where people will link back to you as a source

  • Publishing content that includes unique and helpful (or interesting) analysis of data, especially original data

Local SEO

In local SEO, a business's online presence is optimized for local searches.

A location-specific search query, such as "car dealers near me" on Google, would be an example.

Location-specific queries yield results in three parts that make up what’s known as the “map pack”:

  1. Google Maps results

  2. Local business results (including local citations in business directories)

  3. Organic search results

Google Business Profile

You can use your Google Business Profile (formerly Google My Business) to optimize your local search engine results.

You can give Google (and users) key information about your business through your Google Business Profile, including your address, opening hours, services offered, and more.

As a result, Google ranks your profile based on three main factors:

  • Relevance: How relevant your business is for a searcher’s location-specific query. This is based on your business name, category, and description.

  • Distance: Google calculates the distance of each relevant result from the user’s location.

  • Prominence: This is essentially how popular your business is. This metric is calculated based on user reviews, your website’s authority, and citations.

Always Learning as much as possible About SEO

A successful SEO strategy takes time to develop. The good news is that it's a skill that's worth developing.

Want to learn about even more SEO strategies you can use to rank higher on Google? Nice! Visit and check out our blogs. Every week we will post 1 post about branding, marketing or SEO. Here is more info about backlinks.

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