SEO Basics: A Complete Beginner’s Guide to SEO in Digital Marketing

This article by FS Digi Tech provides an introduction and a complete overview of SEO in digital Marketing. SEO is a must-have marketing strategy if you want your website to discover on search engines like Google.

In this beginner’s SEO guide, you’ll learn:

  1. What is Search Engine Optimisation in digital Marketing?
  2. Keyword Research and Keyword targeting
  3. On-page SEO Optimisation 
  4. Information Architecture
  5. Link Building and Content Marketing
  6. Technical SEO

By the end of this fundamental guide to SEO, you’ll have a good understanding of what is seo and how it works, and how to achieve rich results in an ever-changing SEO landscape.

1- What is Search Engine Optimisation in digital Marketing?

SEO is a strategy in digital marketing to increase the visibility of a webpage or a website in search engine results. The higher a page ranks, the more likely it is to be clicked by searchers. The main goal is to improve the visibility of a website or web page to attract more visitors and generate more business. By improving visibility, you increase the chances that searchers will find your site or web page and click on it. Another way to think of SEO is as an effort to make your website or web page more “relevant” to search engines. By making your site more relevant, you increase the chances that it will be ranked above in the search engine results pages, which means it will be more likely to be clicked on by searchers. There are several techniques you can use to improve your SEO.

Some of these are content keywords and phrases, title and Meta tag optimisation, and backlink building.


What works to increase your search engine traffic?

Search engine traffic is vitally important to any business. If a business owner needs to get traffic from search engines, they should start working on it. It’s an easy issue to resolve and can be done in a few hours or days. Optimising your content to get more organic traffic from search engines, including Google, would be best. Google looks for pages that contain high-quality, relevant information about your search query. Relevance is determined by crawling (or reading) content and analysing whether that content is relevant to the searcher query. It is on the keywords it contains. Also, Google does not just look for quality backlinks also looks for content related to the user’s search. It means your website should focus on what helps users find when looking for keywords and phrases on those pages.


Keyword research & keyword targeting best practices:

The first step in search engine optimisation is deciding what to optimise and identifying the terms people are searching for that you want your website to rank on search engines like Google. But it’s not that simple. There are several factors in determining which keywords to target on your site.


Search Volume:

The first factor to consider is the number of people who search for a particular keyword. The more people search for your keywords, the broader your audience. However, if you are targeting a very competitive keyword, the searchers who do find your site may not be interested in buying what you are selling.


When choosing keywords, you should consider the competition. If many other websites competing for the same keyword, it can be very tough (and expensive) to rank your site well for that term. However, if you choose a less competitive keyword, you may have a better chance of success.


SEO is all about creating content that is suitable to your target audience. If you want to rank for a specific keyword, you need more than just including that keyword in your content. Content should be relevant to the goal of the searcher. For example, if you sell business email marketing software, you should rank for keywords like “email marketing software” and “business email marketing.” But if you’re targeting Fortune 100 companies, most of the searchers for these competitive keywords are probably interested in something other than buying your software. 


There are various tools (mostly paid) that provide keyword difficulty scores.

  • Moz Keyword Difficulty and SERP Analysis Tool
  • SEMRush Keyword Difficulty Tool
  • Canirank
  • Seoprofiler

If you want to dig deeper into keyword research and keyword targeting, there are some great resources on the subject.

  • Moz also has a great guide on the subject.
  • WordStream’s Big and Simple Keyword Research Guide
  • Backlinko’s precise guide to keyword research is also thorough and very helpful.

2- What is on page Seo?

Google aims to understand the actual meaning of a page and mitigate (even punish) the use of offensive and manipulative keywords; the terms (and related terms) it wants to rank on the page should always be of value. The most powerful place to put keywords is in the “title tag” of your page.

Title Tag:

A title tag is not the main heading of a page. Headings that appear on a page are usually H1 or H2 HTML elements. The title tag is what you see above in the browser and has the page’s source code embedded within the Meta tag.

The length of title tags displayed by Google varies (based on pixels, not characters), but generally, a good rule of thumb is 55-60 characters. We want to work on core keywords when possible. If I can do it naturally, I’ll add some modifiers related to that term. But remember:
The title tag is what searchers see in search results for your page. The title tag should be clickable as it is the “heading” of the organic search results.

Meta Description:

A title tag functions as a search listing headline, while the meta description functions as additional text for your website’s web page. Google can decide how it appears in search results, so meta descriptions may only sometimes appear correctly. However, if you have a compelling page description that makes searchers want to click, you can significantly increase your traffic.

Appearing in search results is just the first step. Searchers should be directed to your website and perform the desired action.

Body Content:

Google pays more and more attention to certain types of content. Keep the following in mind when creating pages on your website:

Thick & Unique Content:

There is no magic number for word count here. If your site has a few pages of content, from a few pages to a few hundred words, you will retain Google’s favour, but the most recent is the Panda Update. They especially like the long, unique content. If you have a lot (think thousands) of short pages (50-200 words of content) or duplicate content where nothing has changed except the title tag and lines of text on the page, that’s a problem that may occur.

Check out the entire website:

Are most of your pages thin, duplicative, and of little value? If so, find how to “thicken” those pages or check analytics to see how much traffic you get, then ensure to remove them (using the no index meta tag) from the results. Google says that you are trying to flood your index with low-value pages to make them rank.


Google is increasingly focused on engagement and user experience metrics. You can influence this by ensuring that your content answers searchers’ questions. It makes it more likely that searchers will stay on your site and engage with your content. Ensure your page loads quickly and doesn’t contain design elements that might attract searchers (such as overly forceful ads on top of your content).


Not all website content is linked and shared 100 times. However, just as you should be careful to post only a few thin pages before you publish any new pages you create on your site, you should consider who might share and link to them. Many pages that are unlikely to be shared or linked will not place them well in search results, nor will they help create a good image of your website for search engines.

Alt Attributes:

The alt attribute is an HTML element used to deliver alternative information for an image when the user cannot view the image. It can become corrupted over time, so it’s helpful to describe it in terms of overall usability. It offers you another opportunity to help search engines understand what your page is about beyond the content. No “keyword stuffing” is needed. Stuff the core keyword and all possible variations into the alt attribute. Only include your target keyword here if it fits naturally in the description. Include all alt attributes, and ensure that you describe the image thoroughly and accurately.

URL structure:

Your website’s URL structure depends on two main factors: tracking and shareability. From a tracking perspective, a segmented and logical URL structure makes it easier to segment data in reports. It can help determine how users interact with your website. Shorter and more descriptive URLs are more likely to be shared because they are less likely to be cut off or mistyped. It is required to avoid changing your URL structure unnecessarily, as this can cause issues with existing links and disrupt your site’s user experience. If you need to change your URL structure, use a 301 redirect to avoid any problems.

Schema and markup:

Once you’ve dealt with all the standard elements of your page, you can go a step further and help Google (and other schema-aware search engines) understand your page better.

He can get a CTR advantage on some search results using the schema. The site will display information, including ratings, whereas other sites will not. In search results where everyone uses the schema, the existence of reviews can be a “gamble,” and omitting reviews can hurt CTR for Google.

3- Information Architecture and internal linking

Information architecture is a critical component of any website design. It refers to how you organise the pages on your website and interlink between them. Search engines value links as a sign of trust and a way to estimate what a page is about and how important it should be. It helps Google understand the page’s context. However, you must be careful to use keywords sparingly, or you will be penalised by Google. It can be challenging, especially for large websites. Many resources can help you understand how to optimise your website’s structure. But at a high level, the important thing is to understand which pages are most linked to your site and ensure your most important pages are easily accessible from the homepage. By following these tips, you can ensure that your website is well-organised and ranks well in search engines.

Why are internal links so important?

From the viewpoint of both users and search engines, internal links help users find your page. Unlinked pages are harder to find and are less frequently crawled. Internal links help in the development of the page. It allows the page depth within the website to rank higher for relevant terms.

4- Content Marketing and Link Building

It’s no mystery that links are still a ranking part of Google and other search engines. Google’s algorithm depends on links. So, if you want to increase search traffic to your website, you must have many high-quality links. There are some ways to get links to your website, but as Google and other search engines become more
revolutionary, many of them have become riskier (even if they may still work in the short term). Similarly, attempting to create links to manipulate Google rankings will not benefit your business if search engine algorithms change and your website’s ranking disappears. A more sustainable approach to linking development is to focus on broader and more sustainable marketing approaches that create and promote helpful content that includes specific terms you’d want to use. Content marketing is a great way to get high-quality links to your site. By creating informative content that contains the keywords you want to target, you can attract readers organically and earn links from other websites that share your content. This method is far safer than aggressive link-building tactics, and it can also help in the development of brand awareness.
Here are some ways to effectively create your content, get it found, and rank high in search results. However, most approaches require some variation on the three main steps:

Identify and understand your target audience for links and shares:

The first step in gaining exposure for your content is to decide who can link to and share it. There are multiple tools available to assist you in identifying influencers in your field who may share your content, but Buzz Sumo is likely to have a significant result.
Buzz sumo for search engine optimization:

Similar equipment consists of Follower Wonk, Little Bird, and Ahrefs.
The goal of using this is to identify thought leaders and skill linkers in your area and recognise what they share and link. Please take a look at the issues and the types of content they typically consume to start thinking about how you can create something they see value in and need to share with your target market.
As you work through this process, consider what you can do for those influencers. How should you assist them with their projects? Or what should you create or provide that will be of value to the target market they’re developing content for and that you’re looking to help? Do you have access to specific records or knowledge that could help them do their jobs better? If you can always help clever content creators in your field, you will start to build effective relationships that will pay off as you create content.
Before you create the main piece of content material, you have to have an approximate idea of how that content material gets shared.
Who will proportion it, and why could they?

Control what content you create and how you promote it:

Next, you need to understand your skills and whether you can create content that is shared and promoted by others. Content audits can help with this.
Various types of content You can share her assets.
Create something that solves a problem for your potential customers.
Highlight the great tools you use every day. Get answers to tough questions from smart people in your niche and share that content (by positioning them as experts). If you highlight someone or their product as a valuable resource, it may help you share and promote that content. Concentrate on creating diverse content resources and develop a strategy for promoting those resources. Also, don’t be afraid to make your presence known to those who referred you and the audience that would benefit from your help.

Match assets to specific keywords:

Finally, could you remember your keywords? It doesn’t mean you must enter unmatched keywords every time you create a great resource.
Keyword research can identify issues (when people turn to search engines to look for something, they find content that provides a quality answer to their question). Explore various ways to include the language your prospects and customers use in your assets.
Those that are linked and shared (because we increasingly need some distribution for the pages we want to rank for valuable keywords).

5- Technical SEO

SEO has changed in recent years, such as the most efficient ways to build links for better search engine rankings (content marketing is becoming more What I consider “SEO” is still incredible. It helps generate traffic from search engines. As we have already explained, keyword research is still necessary, and technical SEO issues preventing Google and other search engines from conceiving and ranking your website’s content is still prevalent.

Technical SEO for large and complex websites is a speciality in its own right, but there are some common mistakes and problems that most websites face that even small businesses can benefit from if they are aware of them.

Page speed:

Search engines are increasingly emphasising fast-loading websites. It is helpful for the search engine and the conversion rate of the user and their website. Google has created a handy tool to give you specific suggestions on what to change on your site to fix page speed issues.


Mobile friendliness:

If your website generates a large amount of search engine traffic from mobile searches, creating your website “mobile friendly” will impact your rankings on mobile devices, a rapidly growing segment. Mobile traffic is already surpassing desktop traffic in some niches. Google recently announced an algorithm update specifically for this. It allows Google to make the website more mobile-friendly.

Header response:

Header response codes are an essential technical SEO issue. It can be a complex topic if you need to become more familiar with it. You should ensure that working pages return the correct code to search engines and that pages not found also return a code to represent that they no longer exist (a 404).

Header response codes are an essential technical SEO issue. It can be a complex topic if you need to become more familiar with it. You should ensure that working pages return the correct code to search engines and that pages not found also return a code to represent that they no longer exist (a 404).


If your content is on a webpage that gains organic visitors, place all content on unless there is a valid justification to ensure that the risk outweighs the loss of organic visitors. You should avoid posting to HTML.

If you want to transfer content, make sure that you use permanent (or 301) redirects for the content that is transferred permanently, as temporary (or 302) redirects commonly used by developers inform Google that the move may not be long-lasting. They should only move some link equity and ranking power to the new URL. (Further, converting your URL’s shape should create broken links, hurting your referral visitor’s streams and making it hard for traffic to navigate your web page.)

duplicate Content:

Duplicate content is another focus of Google’s recent Panda update. Duplicating content (placing the same or nearly identical content on multiple pages) weakens the link equity between the two pages rather than concentrating the content on one page, creating competition on the link. Reduces the chances of merging and ranking phrase sites. A large amount of duplicate content makes your website appear overloaded with low-quality content to search engines.

Many things can lead to duplicate or thin content. These issues can be tough to diagnose, but we can analyse them in Webmaster Tools under Search Appearance > HTML Extensions.

XML sitemaps:

XML sitemaps help Google and Bing understand your website and find all of its content. Make sure it contains valuable pages. Also, know that submitting a page to a search engine with a sitemap does not guarantee that the page will rank. There are many free tools for generating XML sitemaps.

Robot.txt, meta noindex, meta follow:

Finally, you can use the robots.txt file to notify search engines how to treat certain content on your site (for example, if you don’t want them to crawl certain sections of your site). This file may already exist on your site at

You should ensure that this file is not currently blocking anything you want search engines to find so that it does not apply to the index. You can also use the robots file to ban things like staging servers and swaths of thin or duplicate content. Search engines will index anything for internal use or of value to customers. The meta noindex and meta nofollow tags function differently but serve similar functions.


Website security is the key to technical SEO. Plugins and comment spam In addition to keeping your site spam-free, you should ensure that it is serving over HTTPS rather than HTTP. It requires an SSL certificate.

SEO basics: Recap

If you’ve made it this far, you should know what SEO is and how search engines rank websites. How would you position your website and business to generate more organic traffic from search engines like Google?
No website perfectly satisfies all aspects of search engine optimisation. Think about what you do well, have the budget and resources, and give your business the best return on investment. It varies at least slightly by company and location.
You should be good at creating and promoting content, deciding which keywords to use, and focusing on them.

  • If you have a large, complex website, focus on doing technical SEO well (or hiring someone who can).
  • If you’re a small business that would benefit from ranking for specific geo-focused terms but not more, then step up your local SEO efforts (and your SEO can also focus on other marketing efforts when they produce profits).

Keep in mind that the goal of any SEO campaign is to increase exposure and traffic to your website’s content.