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What is SEO?

Search Engine Optimization (SEO) is the art of getting your website to rank on 'page one' in Google (and other search engine) organic search engine results (Serps) for specific keywords. It consists of 'on page SEO' and 'off page SEO'. Organic means regular ranking results, not Google paid ads that show in search results. (If you want to explore Google Ads, you can, but some people find it expensive and of limited value, while others base their marketing program off of it and find it works well for them. It can be used effectively, or you can just throw a lot of money at it very quickly, and hope for the best.) If you know nothing about SEO, then this page is written for you, and it will help you to learn about the topic, and perhaps get you started with SEO. If you think that you know a lot about SEO, this page just might help you learn a little bit more. Either way, we hope you find it to be both educational and helpful. At the very least perhaps it can help you to avoid making some common mistakes.

SEO Cost

SEO can be extremely expensive. Spending money is always easy to do. Making money is very hard. If you are new to SEO, start with free tools and free trials. Save your money. As you gain a better understanding of SEO itself, and of SEO tool capabilities, then you can start to make more informed decisions before spending any of your hard earned money. As part of that process you will need to figure out what keywords you wish to try to rank your website for, as well as which keywords it does currently rank for.

SEO Caution

SEO efforts often do not work, and might even hurt your website, if done wrong. Many people who think that they know SEO, may not know it as well as they think that they do. SEO work can take a long time to show good results, but if done badly may show negative results rather quickly! They may even cause your website to disappear from Google rankings and never recover — think of it like a mini-mushroom cloud on the SEO landscape!

Do It Yourself or Hire Someone

You can do your own SEO work, or you can pay someone else to do it for you. At the very least you should do 'on page' SEO work (or have someone do it for you). If you are planning a new website, you may wish to do your 'on page' SEO work (on paper) before you actually build your website, that way you can base the design of your website off of that 'on page SEO' work. Few people do that, but they may well get better end results had they done things that way!

Keyword Research

The first step in on page SEO work, might be 'keyword research', so that you can try to figure out what are the best keywords under your topic to try to rank for, and these might also include the keywords with the highest search volume. (Caution, various SEO tools can give you conflicting keyword search volumes.) The keywords that you decide on may well be reflected in the H1 and H2 headers of your website, as well as in the meta title, meta description, and if you have them the meta keywords. They should also show up in the content text under the various heading in logical places, and appropriate number of times. That said, make sure the content of your website is written for humans, and not for Google bot (Google will know). Ensure that the website content is 100% human written and as close to being 100% unique as you can manage (not re-used from some place else, as Google will know.

Types of SEO

Some people subdivide 'off page SEO' into three types, 'Black Hat', 'Grey Hat, and 'White Hat'. 'White Hat' is the safest and most Google friendly type to use. (Use the other two types at your own risk, or perhaps do not use the other two at all!) People might sell you off page SEO work claiming it is white hat, but it might not be, buyer beware. Google frowns on anyone 'buying' links, so ideally any links to your website should be very natural and very genuine, not paid for. If you are building your website using WordPress, then it is highly recommended that you use the free Yoast SEO WordPress plugin to help you with your website onpage SEO.

Google Search Console Tools

It is said, jokingly (or not) that Google does not speak to 'mere mortals'. One exception to that is a free SEO tool that Google offers called 'Google Search Console Tools.' (It used to be called Google Webmaster Tools). It is completely free. This tool allows you and Google some degree of technical communication regarding the indexing of the web pages of your website(s). It is highly recommended that you use it. You can also submit a 'sitemap' to it, if you have one. Sitemaps are not necessary, but might be helpful to Google in finding all your web pages of your website.

It will show you up to the top one thousand keywords that your website ranks for (if it ranks for any). It will show you the number of impressions and the number of clicks for each keyword, but not search volumes. It is a very useful tool, but you may need more than one tool in your SEO tracking to get a better picture. Some people supplement this with the free Aherfs Tool and also the free 14 day trial (no credit card required) of the SE Ranking tool. Other people may sign up with Semrush or other SEO tools. We will cover them all in a little more depth below.


Yoast is in the business of providing SEO tools, the most well know of which is its free WordPress SEO plugin tool. It works well, and it is highly recommended. It is free, and simple and easy to use. They do sell other tools, but start with the free one, if you have a WordPress website. You can find the Yoast plugin from within WordPress or from the Yoast website by doing a Google search on: yoast.

Ahrefs Webmaster Tools

Ahrefs has both free and paid SEO tools. They have a number of very helpful free ones, do a Google search on: Aherfs free SEO tools, and you will find them quickly enough. We should make one special mention. In order to help you figure out what keywords you may want to try to have your website rank for (and thus design & build it with those keywords in mind), they have the Free Keyword Generator, and the Keyword Difficulty Checker, plus other free tools.

A couple of key things to note about the free version of Afres Webmaster Tools, is that you can create a 'Project' for each website that you own. Inside that project Ahrefs will gradually show you all of the keywords that your website ranks for in Google, and it will show you its estimation of the search volume in Google for each keyword. It will also show you what it refers to as 'Keyword Difficulty' (KD), basically how hard it thinks it will be for you to rank for that keyword in Google, i.e. how many 'backlinks' you might need to your site, with that keyword (phrase) as the 'anchor text' (the words that show in the link that people click on) in each backlink.

Plus they have a paid one with various plan levels for those who need something more, and can afford to pay for something more. There are some serious paid capabilities in there! If you have the money, they have the tools.

SE Ranking

As a note, SE Ranking has an affiliate program. This website participates in that affiliate program. If you click on any links on this page to SE Ranking, or any image links (like the one below), and if you subscribe to them, then we might earn a little money (or not). Their affiliate program is free to belong to, if you wish to join it. That said, we are a paid subscriber to SE Ranking, so we pay to use it for this website (and our other websites), that should give you some indication of how much we find it to be of value. It is available in a few languages.

The free 14 day trial of SE Ranking (no credit card required) is strongly recommend. Please note however, that to make best use of the trial, you should first have a list of the keywords that you want to track, as SE Ranking does not tell you which keywords that your website ranks for, rather you tell it whcih one syou wish to track. Then it gives you daily rank changes, etc. It has a very nice graph that shows you visually how your website(s) are ranking on a daily basis over time, which is extremely helpful! It has a variety of tools within it, including one that allows you to 'change your location' in Google, so you can see search results rankings as if you were in a different place of your choosing. We found that one very handy!


Semrush does have a limited free tool, that can help you rank some of your keywords, against your competitors. It can give you reports by email, etc. We use the free tool. We recommend using the free aspects of it to start with. You may wish to do a Google search on: 12 Things You Can Do With a Free Semrush Account.


Moz also offer a free 30 day trial on its SEO tool. See their website for details. Do a Google search on: moz.


BrightLocal seems to offer an SEO tool of some sort. We have never used it, and we do not know anything much about it yet. If you wish, do a Google search on BrightLocal.

SEO Tips

SEO, or Search Engine Optimization, is the process of optimizing your website to rank higher in search engine results pages (SERPs). The goal of SEO is to increase the visibility of your website and drive more traffic to it. In this article, we will discuss some tips and techniques for writing SEO-friendly content that will help your website rank higher in search engine results.

In 2023, Google made rather a large number of changes to the Google search engine algorithm. In doing so, Google may well have significantly lessened the importance of backlinks as a ranking factor for websites, and may have also placed far more weight on 'content', especially 'helpful content', content written for humans as opposed to for Google bot. It may prove to be one of the most dramatic changes in recent years.

Research Your Content

Before you start writing your content, it’s important to do some research to determine what your target audience is searching for. Use keyword research tools to find out what keywords and phrases people are using to search for information related to your topic. Once you have a list of keywords, use them to create an outline for your content.

Determine the Ideal Length of the Article

The length of your article can have a big impact on its search engine ranking. Longer articles tend to rank higher in search engine results than shorter ones. Aim for articles that are at least 650 words long, but don’t be afraid to go longer if the topic requires it.

Write a Concise Meta Description

The meta description is the short blurb that appears below the title of your article in search engine results. It’s important to write a concise and compelling meta description that accurately describes the content of your article. Use your primary keyword in the meta description to help improve its search engine ranking.

Write Growth Focused Content

When writing your content, focus on providing value to your readers. Your content should be informative, engaging, and actionable. Use your keywords naturally throughout the article, but don’t overdo it. Keyword stuffing can actually hurt your search engine ranking.

Write Compelling Headings

Headings are an important part of SEO-friendly content. Use your primary keyword in the main heading of your article, and use subheadings to break up the content into smaller, more manageable sections. This makes it easier for readers to scan your article and find the information they’re looking for.

Target Featured Snippets

Featured snippets are the short snippets of information that appear at the top of some search engine results pages. They’re a great way to increase the visibility of your content and drive more traffic to your website. To target featured snippets, use your primary keyword in the main heading of your article, and provide a concise answer to a common question related to your topic.

Add Images With ALT Text

Images are a great way to break up the content of your article and make it more visually appealing. However, search engines can’t “see” images, so it’s important to add ALT text to your images. ALT text is a short description of the image that appears when the image can’t be displayed. Use your primary keyword in the ALT text to help improve the search engine ranking of your article.

Use internal and external links

Internal and external links are an important part of SEO-friendly content. Internal links are links that point to other pages on your website, while external links point to pages on other websites. Use internal links to help readers navigate your website and find related content. Use external links to provide additional information and resources related to your topic.

In Conclusion

In conclusion, writing SEO-friendly content is an important part of any successful online marketing strategy. By following these tips and techniques, you can create content that is optimized for search engines and provides value to your readers. Remember to focus on providing value to your readers, and use your keywords naturally throughout the article. With a little effort and some patience, you can improve the search engine ranking of your website and drive more traffic to it.