What Is SEO? Search Engine Optimization Best Practices

Updated by Chima Mmeje — April 14, 2025.

SEO stands for search engine optimization. It is the practice of improving your website's content, structure, and visibility to rank higher on search engines like Google. 

SEO is essential for beginners and businesses. It helps small websites compete with larger ones, drives organic traffic without relying solely on ads, and builds credibility by appearing at the top of search results.

Organic searches drive most website traffic, making SEO one of the most powerful digital marketing strategies. Whether you're running a blog, an online store, or a local business site, understanding SEO can increase your reach and success.

SEO works by helping search engines understand your website content and ensuring it appears for relevant searches. 

This process involves three key steps: crawling, indexing, and ranking.

Crawling: How search engines discover content

Search engines use automated bots called "crawlers" or "spiders" to scan websites. These bots follow links from page to page, discovering new and updated content across the web. If your site structure is clear and content is regularly refreshed, crawlers are more likely to find all your pages.

To ensure search bots can effectively crawl your site:

• Use an organized site structure with internal linking
• Create an XML sitemap to guide search engine crawlers
• Regularly update content to signal freshness
• Avoid broken links and fix crawl errors in Google Search Console

Indexing: How search engines store content

Once crawled, pages are analyzed and stored in the search engine's index, a massive database of web content. Indexed pages can appear in search results when users enter relevant queries.

To improve indexing:

• Ensure each page has clear, keyword-rich headings
• Use meta tags and image alt text for better understanding
• Avoid duplicate content that can confuse search engines
• Check Google Search Console for index coverage issues

Ranking: How search engines order results

After indexing, search engines rank pages based on relevance, quality, and user experience. Pages that best match a search query appear higher in results, driving more clicks.

To improve rankings:

• Write high-quality, relevant content targeting user intent
• Ensure fast loading times and mobile responsiveness
• Build backlinks from authoritative websites
• Monitor performance using SEO tools like Moz and Google Analytics

SEO plays a crucial role in ensuring your website reaches the right audience. In addition to search visibility, SEO drives quality traffic, improves user experience, and helps you stand out in search results.

Increased traffic

Ranking higher in search results increases your website’s visibility, driving more clicks from users actively searching for your content, products, or services. Unlike paid advertising, this traffic is sustainable and grows when you maintain optimization efforts.

Rank for more SERP features

SEO helps your content appear in traditional search results and search engine results page (SERP) features, such as:

Featured snippets: Display quick answers at the top of search results, increasing visibility and click-through rates.

People also ask (PAA): Highlights related user questions, positioning your content as an authoritative resource.

Image and video packs: Showcases visual content, attracting more engagement for searches needing multimedia answers.

Generative search features: Generative search features like AI Overviews are summaries of web pages automatically generated by AI algorithms. They aim to provide users with quick and detailed answers without clicking through to the website. 

This increased visibility can drive more organic traffic to your site, as users are more likely to click on links that are accompanied by an AI Overview.

Also, research from Ziff Davis shows LLMs like Open AI prefer content from authoritative websites. Hence, optimizing for SEO increases your chances of appearing in generative search features like AI overviews, ChatGPT, and Claude AI.

Providing a great user experience

SEO goes hand-in-hand with user experience. Search engines prioritize websites that are fast, mobile-friendly, and easy to navigate. 

This is where Core web Vitals come in—a set of performance metrics that measure essential aspects of page experience:

• Loading performance is how fast your page content appears (Largest Contentful Paint). Faster loading improves user retention and satisfaction.
• Interactivity refers to how quickly users can engage with your site (First Input Delay). Sites that respond instantly keep users engaged.
• Visual stability prevents layout shifts as the page loads (Cumulative Layout Shift). A stable page ensures users don’t accidentally click the wrong elements.

Optimizing your site generally involves three key focus areas: On-page, off-page, and technical SEO.

On-page SEO

On-page SEO focuses on optimizing individual pages to improve search visibility and user experience. It involves aligning your content, HTML elements, and site structure with SEO best practices. This ensures search engines understand your pages while making them more engaging for visitors.

Key aspects of on-page SEO include:

• Keyword optimization: Use relevant keywords naturally in titles, headers, and body content to match search intent.
• Meta tags: Optimize title tags and meta descriptions to improve click-through rates from search results.
• Content quality: Ensure your content is original, valuable, and satisfies user intent.
• Multimedia: Use images, videos, and infographics to enrich user experience while optimizing them with alt text.
• Internal linking: Interlink related pages within your site to help search engines discover and rank more content.
• URL structure: Create clear, descriptive URLs that reflect page content.

Off-page SEO

Off-page SEO refers to actions taken outside your website to improve search engine rankings. It builds authority and credibility by showing search engines that others value your content.

Key off-page strategies include:

• Link building: Earn high-quality backlinks from authoritative sites through outreach, guest blogging, and content promotion.
• Citations: Ensure your business information is consistent across directories.
• Social media marketing: Promote content across platforms to drive engagement and attract links.
• PR and influencer outreach: Gain visibility by collaborating with industry influencers and media platforms.
• Brand mentions: Even without a direct link, brand mentions can signal authority to search engines.
• Local SEO: For local businesses, creating local business profiles and building local unstructured citations

Technical SEO

Technical SEO ensures search engines can efficiently crawl, index, and rank your site. It focuses on site architecture, speed, and user experience.

Essential technical SEO tasks include:

• Site architecture: Ensure a clear structure with intuitive navigation and internal linking.
• Core Web Vitals: Optimize loading speed, interactivity, and visual stability to enhance user experience.
• Mobile-friendliness: Ensure responsive design for seamless browsing across devices.
• Structured data: Implement schema markup to help search engines understand your content better.
• Indexing management: Use robots.txt, canonical tags, and XML sitemaps to guide search engine crawlers.
• Security: Ensure your site uses HTTPS to protect user data and improve trust.

Apply SEO best practices to make your site easier to find, navigate, and rank higher in search results. These steps will strengthen your SEO foundation, whether you're starting fresh or improving existing efforts.

1.Find relevant topics with keyword research

Keyword research helps you identify what your audience searches for, ensuring your content matches their needs and improves search visibility. 

A few tips to conduct keyword research include:

• Identify seed keywords based on your core topics or services
• Use keyword tools like Moz for insights
• Focus on search intent—informational, commercial, navigational, or transactional
• Target long-tail keywords with lower competition and higher relevance
• Analyze competitor keywords to find gaps and opportunities

Further reading:

Learn more about how to do keyword research in this guide

2. Create helpful content

Content creation plays a vital role in SEO by delivering value to users while helping search engines understand your site. High-quality content answers user queries, boosts engagement, and increases the chances of earning backlinks. 

A few tips for content creation include:

• Create valuable content that addresses user needs while incorporating relevant keywords
• Address common user pain points with clear solutions
• Structure content with clear headings and short, scannable paragraphs
• Ensure content is original, accurate, and provides real value
• Regularly update content to keep it relevant and competitive
• Enhance content with relevant images, videos, and infographics

3. Optimize on-page SEO

On-page SEO helps users find relevant content and improves how search engines understand your site.

A few tips to optimize for on-page SEO include:

• Write compelling, keyword-rich title tags under 60 characters
• Write clear, concise meta descriptions to improve click-through rates
• Add descriptive alt text to images for accessibility and SEO
• Create short, descriptive URLs that include target keywords

4. Build links from relevant websites

Backlinks from trusted websites signal authority and improve rankings. 

A few ways to earn links include:

• Publish high-quality, shareable content that attracts links
• Reach out to relevant industry sites for link opportunities
• Contribute guest posts to authoritative blogs in your niche
• Identify and replace broken links with your content
• Gain brand mentions through PR campaigns and media outreach

Moz offers the best resources on the web for learning SEO. Get started with these free resources:

• Beginner’s Guide to SEO:  Ideal if you're new to search marketing and looking for an entry-level resource.
• Moz SEO Learning Center: Free articles on a wide range of topics, from SEO basics to local search strategies 
• 30 Days of SEO: Learn how to implement your SEO strategy with this free SEO course.
• How-To Guides: Written and compiled by top experts on everything from auditing your site for technical success to implementing technical fixes.
• Webinars: Hands-on learning with The Practical Marketer and Accelerator Webinar Series hosted by Moz's team of subject matter experts.
• The One-Hour Guide to SEO by Rand Fishkin: Covers all the essentials including technical SEO, Keyword Research, and Link Building.

Choosing the right SEO tools can simplify optimization, help you track progress, and improve results. 

Here is a list of free SEO tools to get you started:

• Google Search Console: Monitor search performance, fix indexing issues, and track site visibility.
• Google Analytics: Understand user behavior, traffic sources, and conversion performance.
• Moz Keyword Explorer: Find high-value keywords and assess their difficulty.
• Moz Link Explorer: Analyze your backlink profile and identify linking opportunities.
• MozBar: A browser extension showing SEO metrics while browsing.
• Moz DA Checker: Check Domain Authority to assess site strength and link-building opportunities.

Can you do SEO by yourself?

Yes, you absolutely can do SEO yourself. Read the free resources we linked to above, take the free course, and use the free trial to implement what you’re learning on the go. Like every skill, you get better at SEO by practicing on live websites.

What is an example of SEO?

An example of SEO is optimizing a website's title tags and meta descriptions to include relevant keywords, which increases its likelihood of ranking for those search queries.

Is SEO free or paid?

SEO is free, but it requires time and effort to implement effectively. Paid tools and services, such as keyword research tools, analytics platforms, and professional consulting, can also assist with SEO.

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