SEO 101: A Beginner's Guide to Understanding Search Engine Optimisation

SEO 101: A Beginner's Guide to Understanding Search Engine Optimisation

Dhanya Nair
SEO Account Director
May 8, 2023

In today’s digital world, a robust online presence is essential for any business to thrive. While Search Engine Optimisation (SEO) can be a powerful tool for improving your website’s visibility and attracting customers, it can be intimidating for beginners.

This beginner’s guide simplifies the complex process of SEO by introducing key concepts and terms. From keyword research to technical SEO, it covers all the fundamentals, providing valuable resources and tools to optimise your website.


[.gradient-color] Understanding SEO: Key Terms and Concepts [.gradient-color]

SEO involves optimising your website to enhance its visibility on search engine results pages (SERPs). By implementing a well-planned SEO strategy, you can rank higher for specific keywords and make it easier for potential customers to find you online.

This beginner’s guide provides an overview of important SEO concepts and highlights why it’s vital for building a strong online presence.


[.gradient-color]Keyword Research[.gradient-color]

Keyword research is the cornerstone of any successful SEO strategy. By conducting thorough keyword research, you can gain insight into what your potential customers are searching for online, and how you can tailor your content to meet their needs.

There are various keyword research tools available, including Google Keyword Planner, Ahrefs, SEMrush, and Moz Keyword Explorer. These tools allow you to identify popular keywords and phrases related to your industry, as well as their search volume, competition level, and other valuable metrics.

Once you’ve identified your target keywords, you can incorporate them strategically into your website’s content. However, it’s important to avoid “keyword stuffing,” which is the practice of overusing keywords in an attempt to manipulate search engine rankings. This can result in penalties from search engines and harm your website’s visibility.

Instead, focus on creating high-quality, informative content that incorporates your target keywords naturally. This will help improve your website’s relevance and authority, and make it more likely to rank well in search results. Additionally, by creating content that provides value to your audience, you can establish your business as a trusted source of information and attract new customers.



[.gradient-color]On-Page SEO[.gradient-color]

On-page SEO encompasses several techniques used to enhance individual web pages on your site, such as crafting high-quality content, incorporating pertinent keywords, generating descriptive URLs, refining meta tags, and enhancing page loading speed.


1. Title Tag

Title tags are HTML elements that provide the title of a webpage displayed on SERPs as clickable headlines. To optimise, it should be concise, descriptive and contain target keywords.


2. Meta Description

Meta descriptions are HTML attributes that summarise a webpage’s content displayed below title tags on SERPs. For best results, they should be engaging, informative, and include target keywords.


3. Header Tags (H1, H2, H3, etc.)

Header tags help organise content and improve readability. H1 should contain target keywords, while subheadings use related phrases. They also help search engines understand content hierarchy.



[.gradient-color]Off-Page SEO[.gradient-color]

Off-page SEO refers to the various techniques used to improve your website’s visibility and ranking on search engines outside of your website. These include building backlinks, content marketing, local SEO, reviews, and events.


1. Link Building

Link building is one of the most important off-page SEO strategies. A page with more high-quality backlinks may appear more authoritative to Google, resulting in a higher rank. When building links, focus on acquiring links from high-authority sites as well as as many relevant, quality domains as possible to improve your ranking.


2. Content Marketing

One of the most effective off-page SEO strategies is content marketing. Sharing exceptional content is a proven approach to secure backlinks, experience, expertise, authoritativeness, and trustworthiness.” (E-E-A-T). To amplify the reach of your content, you may distribute it across various channels such as PR, social media, influencer marketing, guest posting, podcasts, content syndication, and forums.


3. Local SEO

Local SEO refers to the techniques used to optimise your online presence for local search, boosting traffic, visibility, and brand awareness. While it is an SEO discipline, some local SEO factors, such as Google Business Profile, name, address, and phone number (NAP) citations, are crucial for off-page SEO.


4. Reviews

Reviews are one of the most important factors Google takes into account when evaluating your site’s E-E-A-T, making them vitally important to your local SEO success. Google recommends replying to all reviews, both good and bad. Doing so shows that you value your customers’ business and feedback.


5. Events

Events can contribute to your off-page SEO strategy by creating a buzz around your business that can drive social engagement and links.

Your event landing page could attract links from attendees who want to promote the event, speakers who want to promote themselves, or influencers who share it for the value to their audiences.


[.gradient-color]Technical SEO[.gradient-color]

Technical SEO refers to the process of optimising your website’s technical elements to improve its visibility and ranking in search engines. This involves optimising various factors that impact your website’s performance, including site speed, mobile responsiveness, and XML sitemaps.


1. Site Architecture

Site architecture refers to how your website is structured and organised. A well-organised site hierarchy makes it easier for search engines to crawl and index your pages, resulting in better visibility and higher rankings.


2. Structured Data

Structured data is a type of code that provides additional information about your website’s content to search engines. This can include information about your products, services, and reviews. Implementing structured data can improve your click-through rates and search rankings.


3. Canonical Tags

Canonical tags are used to signal to search engines which version of a page is the preferred version. This can prevent duplicate content issues and ensure that search engines rank the correct version of your page.


4. Robots.txt

A robots.txt file is used to communicate with search engine robots and instruct them on which pages to crawl and which pages to ignore. This can help prevent search engines from crawling pages that you don’t want indexed, improving your website’s performance and search rankings.


5. SSL Certificate

An SSL certificate is a security certificate that provides secure connections between your website and its visitors. Having an SSL certificate can improve your website’s trustworthiness and search engine rankings.


6. 404 Errors

A 404 error occurs when a page on your website can’t be found. These errors can negatively impact your search rankings and user experience. Implementing a custom 404 page and regularly monitoring your website for broken links can improve your search rankings and user experience.


[.gradient-color]SEO Tools and Resources for Beginners[.gradient-color]

As a beginner in the world of SEO, you may find the following tools and resources beneficial in your learning journey:


1. Google Analytics

This free web analytics tool assists you in monitoring and analysing your website’s traffic. Google Analytics offers valuable insights into user behavior, enabling you to refine your site for enhanced performance and user experience.


2. Google Search Console

This complimentary service aids in overseeing, preserving, and troubleshooting your website’s presence in Google search results. It offers insights into your website’s performance, such as indexing status, search queries, and factors impacting your search rankings.


3. Moz

Moz provides a collection of SEO tools, including Moz Pro and the MozBar browser extension, which help analyse your website’s performance, pinpoint issues, and fine-tune your SEO approach. Moz also boasts an extensive repository of educational materials to support your SEO learning.


4. Yoast SEO

This widely used WordPress plugin assists you in optimizing your website’s on-page SEO components, including title tags, meta descriptions, and header tags. It also offers recommendations for keyword usage and content readability.


5. Ahrefs

A thorough SEO toolkit that encompasses keyword research, backlink analysis, and site audit capabilities. Ahrefs also provides educational content, such as blog articles and video tutorials, to assist you in honing your SEO expertise.




In today’s digital landscape, having a strong online presence is more critical than ever. Understanding and implementing SEO best practices can boost your website’s visibility, attract more traffic, and ultimately, more customers.

For beginners, it’s important to grasp the fundamental SEO concepts and use the available tools and resources to optimise their website. Remember that SEO is an ongoing process, and significant results may take time. With persistence, commitment, and a well-planned strategy, you’ll be on your way to mastering SEO and enhancing your online presence.


Find out if Push can help grow your business

Thank you! Your submission has been received!
We will get back to you
Oops! Something went wrong while submitting the form.