Marketing Legends

SEO: What is Search Engine Optimization & how to rank your website

SEO is one of the most important and cost-effective ways to increase traffic on your Website. In the following, we discuss everything you need to know to get your page ranked high on Google.

Table of Contents

What is SEO?

Why is SEO so important for your Website and brand?

What is the difference between SEO, SEM, and PPC?

What are the different types of SEO?

How does SEO Work?

How can you improve your Website SEO?

What are important SEO-ranking factors for your Website?

How does SEO work on Social Media + Examples of Instagram, Pinterest, and Facebook?

What is SEO?

Have you heard about SEO before? SEO stands for “Search Engine Optimization,” it’s all about improving your Website’s ranking on search engines like Google, Bing, and Yahoo.

In simple terms, SEO is optimizing your Website to make it more search engine friendly so that when people search for keywords related to it, your site appears higher in the search results. This can lead to more organic traffic and visibility for your Website.

What is SEO

SEO involves a lot of technical elements, like optimizing your Website’s structure, using keywords in your content and meta tags, building high-quality backlinks, and making sure your Website is mobile-friendly, which we will learn later. But at its core, SEO is all about creating a great user experience for your audience and ensuring search engines understand your Website.

Suppose you want to improve your Website’s SEO. In that case, there are many things you can do, like creating high-quality and relevant content, using keywords in your content and meta tags, building high-quality backlinks, and making sure your Website is fast and easy to navigate. It’s also important to keep up with the latest SEO best practices and algorithms, as search engines constantly update their ranking factors.

Overall, SEO is an important aspect of online marketing, and it can help you drive more organic traffic and visibility to your Website. If you’re just starting with SEO, don’t worry! Many resources are available to help you learn the basics and get started.

Why is SEO so important for your Website and brand?

Have you ever wondered why SEO is important in today’s digital world? Well, let me tell you!

First, organic search accounts for about 53% of all website traffic, which is a big deal. SEO can bring real results for brands and businesses of all sizes.

Think about it – when people want to find information, research, or buy a product or service, their first step is usually a search. And with search becoming increasingly fragmented, your brand or business must be visible on any platform where people can search for you. A good SEO-optimized website, for example, is getting organically high-quality users in their niche without paying per click (PPC).

Another reason why SEO is crucial is that search engine results pages (SERPs) are incredibly competitive. SERPs are filled with various search features and PPC ads, and your Website needs to rank higher in search results than your competitors.

But the great thing about SEO is that it’s sustainable. Unlike other marketing channels where the traffic stops once the campaign ends, SEO continues to drive traffic and improve your bottom line. It also builds trust, as a website that ranks well is considered authoritative and trustworthy, which is what Google wants to reward with better rankings.

SEO is the foundation of holistic marketing, where everything your company does matters. By understanding what your users want, you can apply that knowledge across your campaigns, website content, and social media properties. SEO drives the traffic you need to achieve key business goals and builds trust, which is why it’s an important part of digital marketing.

What is the difference between SEO, SEM, and PPC?

Have you heard much about SEO, SEM, and PPC lately and wondered what they all mean? Don’t worry; I got you!

So, let’s start with SEO which stands for search engine optimization. This involves optimizing your Website and its content to rank higher in search engine results pages (SERPs) and drive more organic (non-paid) traffic.

On the other hand, SEM stands for search engine marketing and refers to promoting your Website and driving traffic through SEO and paid advertising methods, like PPC.

search engine marketing

Now, PPC stands for pay-per-click and refers to online advertising where you only pay when someone clicks on your ad.

In summary, SEM is an umbrella term encompassing both SEO and PPC, but SEO focuses on optimizing your Website for organic search results, while PPC involves paid advertising.

What are the different types of SEO?

There are three types of SEO: technical, on-site, and off-site.

Technical SEO is all about optimizing the technical aspects of a website so search engines can easily crawl and index the content. This includes making sure the Website is fast, user-friendly, and secure and adding structured data to enhance your Website’s appearance in search results.

On-site SEO, on the other hand, focuses on optimizing the content on your Website for both your audience and search engines. This means ensuring your content is relevant, high-quality, well-written and includes keywords and multimedia. You also need to ensure the content is optimized for search engines, including title tags, meta descriptions, and header tags.

Finally, off-site SEO involves activities that indirectly contribute to your SEO success, such as link building, brand building, content marketing, and social media optimization. Link building is acquiring links to your Website from other relevant and authoritative sites, which can greatly improve your rankings and traffic.

In conclusion, SEO ensures your Website and brand are easily found and recognized by search engines and your audience. Everything your brand does matters, so optimize for the best search experience possible!

How does SEO Work?

Have you ever wondered how search engines like Google and Bing can achieve the best results when you type in a query? Well, let’s explain this to you.

First, search engines use crawlers or bots to gather information about all the content on the internet. These crawlers start from a known web page and follow links to other pages within the same site or other sites. The information on those pages and the context of the links the crawler followed help it understand what each page is about and how it’s related to all the other pages in the search engine’s index.

When you type in a query, the search engine uses complex algorithms to determine the most accurate and useful results list. These results can include text-based web pages, news articles, images, videos, local business listings, and other types of content.

Now, search engines have a lot of factors that go into their algorithms, and these factors are constantly changing based on user behavior and advancements in machine learning. That’s why SEO experts study these ranking factors and use their knowledge to develop search marketing strategies that focus on a balance of on-page, off-page, and technical best practices.

The goal for any organization is to earn high rankings on the search engine results pages (SERP) and attract high-quality user traffic. This requires a strategy that prioritizes the user experience, uses ethical ranking tactics, and adapts to the changing behaviors of search engines and users.

It’s important to note that other digital marketing practices like conversion rate optimization, pay-per-click advertising, social media management, email marketing, and community management are related to SEO. Still, they are generally considered outside the scope of traditional search marketing. If you want to learn more about these areas, you can check out the Moz Blog.

How can you improve your Website SEO?

There are different steps on how you can improve your SEO to rank higher on Google and other Search Engines:


Research is so important and the key to SEO. You need to know your target audience, what keywords they use, what your competitors are doing, and your business or website’s goals. Conducting various SEO audits can uncover opportunities and issues on your Website that may prevent success in organic search. And by analyzing SERP, you can better understand the search intent for a specific query and create content that is more likely to rank.

SEO research

Overall, SEO is about researching your audience and competition and using that information to create a strategy that helps your Website rank higher in search results.

Bonus tip: Research competitors while using a tool like Ubersuggest. (affiliate tool finden).

Find their most ranked content and try to write it better than they are. Give the user more value, and your content has a good chance of ranking high.

Plan your SEO-strategy

it’s great that you’re optimizing your Website for search engines. Having a plan in place is crucial for success.

Think of your SEO strategy as a map to your destination. The route may change, but your goals should stay the same. Your plan should include the following:

  1. It sets clear goals and expectations with a timeline and determines key metrics and KPIs to track progress.
  2. Deciding how projects will be tackled, whether it’s internally, externally, or a combination, and choose a budget for your SEO
  3. Create a content plan and give the task to specific persons or organizations.
  4. You are documenting your strategy and process for future reference.

With these steps in mind, you’re one step closer to reaching your SEO goals!

Create content that ranks.

So, after all that research and planning, it’s time to get to work and put your plan into action. This means:

  1. Creating new content: Based on your research, help your content team determine what needs to be created.
  2. Updating existing pages: This could be enhancing the content, adding internal links, using keywords/topics you researched, or finding other ways to optimize the page.
  3. Removing/updating old, outdated, or low-quality content: Look at what’s not working for you regarding ranking or driving traffic, and remove or update it so you can focus on what will help you achieve your SEO goals.

The goal is to turn your ideas into action and start seeing results. So ensure you have a clear plan and timeline to make it all happen.

Monitor and analyze your SEO website performance.

So, measuring and analyzing the performance of your SEO efforts is crucial if you want to see improvements. To do this, you’ll need to use some tools.

You should set up website analytics using free tools like Google Analytics, Google Search Console, and Bing Webmaster Tools. These tools will help you collect valuable performance data.

And if you want even more detailed information, there are “all-in-one” platforms or suites that offer multiple tools, or you can choose to use specific SEO tools to track specific tasks. Or, if you have the resources, you can even create your tools!

Once you’ve collected the data, reporting on your progress is important. You can create reports manually or using the software.

Your performance reporting should tell a story and be done at meaningful time intervals. This usually means comparing your current results to previous periods, like last month, quarter, or year.

What are important SEO-ranking factors for your Website?

When ranking your Website higher on search engines like Google, many factors come into play. Here are 11 of the most important ones that you should keep in mind:

  1. Website Speed: Speed is a key factor when it comes to SEO. Google wants to provide its users with the best possible experience, and that means delivering websites that load quickly. A slow website can turn people away and negatively impact the user experience.

If you want your Website to rank well, ensuring it loads quickly is essential. You can optimize your images, compress your files, and minifying your code. You can also use tools like Google PageSpeed Insights to see where your Website can be improved.

It’s important to note that speed is just one of many ranking factors, so even if you have a fast website, you still need to focus on other areas of SEO, such as content, links, and on-page optimization. However, if you can create a fast website with great content, you’ll be on your way to achieving high search engine rankings.

  1. Domain Age: First, having an older website can be an advantage regarding search engine ranking. Studies show that around 60% of websites with a top ten ranking on Google are at least three years old. So if you’ve had your site for a while, congratulations!

Now, let’s talk about the domain name. Although Google has penalized exact-match domains (where the target keyword is in the URL), this penalty usually only applies to spammy sites with thin content. However, if your domain is deemed relevant, valuable, and high-quality, it can boost your ranking. But don’t worry; you don’t need to search for an exact-match domain if you already have an established website. Just focus on optimizing the URL you already have!

  1. Keywords: Use keywords in your Website’s content and meta tags that people might use when searching for your products or services. But don’t overuse them – that’s called “keyword stuffing” and can hurt your rankings.
  2. Content quality: Google wants to show people the best, most relevant content for their search queries. So make sure your Website has high-quality, original content that’s regularly updated and provides value to your visitors.
  3. Backlinks: Backlinks, or links from other websites to your Website, can help establish your Website’s authority and credibility. Try to get links from reputable websites, and make sure your Website has useful, shareable content that other sites would want to link to.
  4. Mobile-friendliness: More and more people are using their phones to search the web, so it’s important to ensure your Website is optimized for mobile devices. This means having a responsive design that adjusts to different screen sizes and fast loading times.
  5. User experience: Your Website should be easy to navigate, with a clear structure and well-organized content. People should be able to find what they’re looking for quickly and easily.
  6. URL structure: Your Website should be simple, intuitive, and easy to remember. Avoid using long, complicated URLs that are hard to type or remember.
  7. Social signals: Social media can also affect your Website’s rankings. A strong social media presence and people sharing your content can signal to search engines that your Website is popular and relevant.
  8. Local SEO: If you run a local business, optimizing your Website for local search can help you rank higher in search results for people searching for products or services in your area.

How does SEO work on Social Media?

We were always talking about SEO on a website. However, Social Media has as well search engine optimization. On every platform, it’s a bit different. Here we have a look at the most used platforms and how you can improve the presence of your brand or personal profile as a content creator :



Instagram is a popular social media platform with millions of users, so it’s no surprise that many businesses and individuals want to optimize their presence to reach a wider audience. While Instagram doesn’t have a traditional search engine like Google, you can still do some things to improve your visibility and reach on this platform.

Here are some ways to optimize your Instagram presence for better SEO:

  1. Use keywords in your profile name: Your profile is a great place to incorporate keywords that describe you, your business, or your brand. This will help users find you when they search for relevant terms on Instagram.
  2. Post consistently: Posting regularly on Instagram will help keep your followers engaged and show Instagram’s algorithm that your account is active, improving your visibility in search results.
  3. Use hashtags: Hashtags are a great way to make your posts discoverable on Instagram. Use relevant, popular hashtags in your posts to reach a wider audience.
  4. Engage with your followers: Engaging with your followers is a great way to build a community and increase visibility. Responding to comments and direct messages shows Instagram that your account is active and valuable, which could result in better search visibility.
  5. Optimize your posts: Make sure that your posts are high-quality and visually appealing. This will encourage users to engage with your content and could help improve your visibility in search results.

Following these tips can improve your visibility and reach on Instagram, helping you reach a wider audience and achieve your marketing goals. Of course, keep in mind that optimizing for Instagram is just one aspect of a comprehensive social media strategy, and you should also focus on building a strong presence on other platforms.



Pinterest is a visual search engine and a powerful platform for driving traffic to your Website. By optimizing your pins for search engines, you can increase the visibility of your content and attract more visitors to your site. Here are a few tips for improving your SEO on Pinterest:

  1. Choose keyword-rich descriptions: Use keywords in your pin descriptions to help Pinterest understand your content and make it easier for users to find.
  2. Create boards with keyword-rich titles: The titles of your boards should also include relevant keywords to help users find the content they’re looking for.
  3. Use high-quality images: Pinterest is all about visual content, so make sure your pins have clear, high-quality images that stand out and grab attention.
  4. Ensure your Website is Pinterest-friendly: It should be easy to navigate and include clear calls to action, such as “Pin it” buttons, to encourage users to share your content on Pinterest.

These simple tips can improve your SEO on Pinterest and reach more potential customers.



Here are a few tips for improving your SEO on Facebook:

  1. Name: Use a name that Facebook users search for automatically when thinking about your niche.
  2. Use keywords in your posts: Include relevant keywords in your post text, descriptions, and tags to help Facebook understand your content and make it easier for users to find.
  3. Use hashtags: Hashtags help categorize your content and make it easier for users to find related posts. Choose hashtags that are relevant to your content and include them in your posts.
  4. Post regularly and consistently: Regular and consistent posting helps keep your page active and relevant, improving your visibility in the Facebook search results.
  5. Engage with your audience: Responding to other users’ comments, messages, and posts helps build a community around your page and can improve your visibility in the Facebook search results.

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