SEO Tutorial For Beginners [2019]: Complete Guide

How do you get free traffic that consists of laser targeted prospects that actually want what you’re selling? Old school SEO has changed a lot but it still works and I’ll show you how to do it in 16 steps right now.

This is what we will cover in this video. As usual, I’ve narrowed this down to the most critical steps – so that you can make as much progress as possible with the least amount of time, money and effort.

  1. Pros & Cons of SEO
  2. The Google algorithm
  3. Content
  4. Keyword research
  5. Content freshness
  6. Website crawlability
  7. Mobile friendly
  8. Duplicate content
  9. Site Speed
  10. https
  11. Title Tags
  12. Heading tags
  13. Authority
  14. Links
  15. Anchor text
  16. How to maximize your impact

 

1 Pros & Cons

SEO is a popular tactic for online marketing because it’s free. However, as I’ve said many times nothing is free. You will always pay a price. You will always pay with money or you will pay with time. In the case of SEO you will have to pay somebody to do it for you or you will need to spend a lot of time doing it yourself. So keep this in mind and don’t fall into the trap of thinking that SEO is free.

Before we get into the detail of how to actually optimize your content let’s get clear about the pros and cons of SEO.

Let’s start with the pros

If you do happen to succeed then the return on investment from SEO can be higher than other forms of marketing – but this may not always be true. The only way to know whether your return on investment is better than your other marketing options is to test and measure them. If you’re just getting started and don’t have much experience with online marketing, you might be surprised at what I’m saying.

In fact, you might even totally disagree because maybe you think that SEO will always have a higher ROI. But, as I said earlier, you need to keep in mind that SEO is not free. In fact, if you want to target a competitive keyword then SEO can be very expensive. You’ll see what I mean when we talk about all the things that need to be done for an SEO campaign to be successful.

It can help your brand. Most people think that the best brands occupy the highest positions in the search results.

If you find your way into the top two or three positions in the search results and consistently provide a high-quality customer experience then it can be very difficult for other people to dislodge you from those top three positions.

The cons

  • It can take a long time before you see any results and, in many cases, you will never see any results – yep, I actually said that.
  • If you’re just getting started, you have no ability to compete for the big keywords that generate most of the traffic in your niche. You’ll have to focus on long tail keywords that generate a lot less traffic. This can still be very effective in some niches but it can be completely useless in others.
  • Google’s algorithm changes frequently and every time it changes it creates a new set of winners and losers.
  • There is no guarantee that any SEO campaign will ever work. You have no control over Google’s algorithm and you also have no control over your competitors.

The conclusion to draw from all of this is that SEO should be a part of your overall marketing strategy but it should not be your entire marketing strategy.

Now let’s talk about how to actually do it.

 

2 The Google Algorithm

The Google algorithm considers hundreds if not thousands of different ranking factors when deciding how to rank Pages in the search results. No single ranking Factor will guarantee good search engine rankings. A great title won’t make any difference if the rest of your page has low-quality content.

A lot of incoming links won’t make any difference if they’re coming from low-quality websites. However, as you would expect, the more positive ranking factors your website has, the higher the likelihood that it will end up with good search engine rankings. And the same applies In reverse.

Let’s break SEO down into two categories: On page SEO and Off page SEO.

The on-page success factors are almost entirely under your control. We’re talking about the content that you decide to publish, the titles and tags that you use on each page and your website architecture – all things that you control.

The off page ranking factors are not completely under your control. Search engines know that they cannot rely on you to provide an impartial opinion about how useful or relevant your content is to a particular search.

This is why backlinks are important. Search engine’s think of them as a vote in favor of your website. Of course, if this was the only important factor then it would be very easy for it to be abused. That’s the reason that the Google algorithm considers thousands of different factors when it decides how to rank websites in the search results.

 

3 Content

Your primary focus should always be to produce high-quality content. There’s no way for you to predict how search engine algorithms will change in the future and there’s no way to predict how online marketing, in general, will change in the future but you can be confident that there will always be a demand for high-quality content.

So how do we define high-quality content? I suggest you use this very very simple but powerful approach – do a search on Google for your keyword can take a look at at the top two or three results. Like it or not, these two or three results are what Google considers to be the highest quality content for that keyword.

So, the definition of high-quality content for you is content that is even better than what you can see in these top three search results. Before addressing any technical SEO issues, you need to get clear about what the searcher is actually looking for and how you can deliver it in a way that is better and than it’s currently being delivered in those top three search results.

This usually means that you need to include everything that is currently in those top three search results and add even more quality content on top of that.

 

4 Keyword Research

You need to do some keyword research before creating any content. Even though a specific piece of content will likely be targeting a specific keyword you know that every keyword has a lot of related keywords.

And you need to make sure that you use the right keywords for the audience you’re targeting. For example, people that search for medical conditions with the scientific name are very different from people that search medical conditions with regular English language words.

The number of times that you should mention your keyword in your article is one of those SEO factors that is constantly changing.

You obviously have to mention it at least once. As for the number of mentions beyond this, you should mention it as frequently as you would normally mention it if you were writing an informative article for somebody to read that did not care about SEO.

Just keep in mind that if you do end up mentioning the keyword an enormous number of times, it’s possible that the Google algorithm might think you’re doing something suspicious and it could penalize you, so don’t overdo it.

 

5 Content Freshness

Search engines do like fresh content. But this does not mean that the most recent content will always outrank everybody else. It just means that it will out rank everybody else if, theoretically, everything else is the same.

There are obviously some keywords that are much more time sensitive than others. For example, any articles relating to news, sports or entertainment will need to be very fresh in order to rank high in the search results.

Step 6 Website Crawlability

The most important issue here is just making sure that’s Google can in fact crawl your website. The best way to do this is to sign-up to Google search console. Go ahead and Google it. It’s totally free.

You will need to enter some information to prove that you really own the website. Then it will attempt to crawl your site and tell you if you have any crawl errors.

The other crawling issue is your website structure. You should just use a simple tree structure for your content. Setup categories and sub categories but make sure you only go 2 levels deep. This is the best structure for an optimal user experience and it’s also the best structure for google’s algorithm.

 

7 Mobile friendly

I’m sure you know that there are more searches on mobile than on desktop so you need to make sure that your website is mobile friendly.

Whenever you create a new page on your website go ahead and check what it looks like on your mobile device. Make sure it’s readable. Make sure the menu works correctly. Keep in mind the site could look very different on other mobile devices that have different screen sizes.

 

8 Duplicate Content

Google wants to provide the best possible experience for its users so it will not display multiple pages that have the exact same content on the first page of its search results. Keep this in mind when you start reaching out to other websites to create back links.

Some people have made the mistake of offering their article to another website as a guest post in an arrangement where the other website benefits because it can post a new article without doing any work and the original writer of the article benefits by getting a link back to their website.

If you do this, you run the risk of ending up in a scenario where the article on your website has been outranked by the article on the other website. So they receive all of the traffic instead of you. If you want to promote your content on other websites the best practice is to write a brief and unique introduction for the other website and include  a link to your original article on your website.

 

9 Site Speed

Google knows that everybody hates a slow loading website so it’s not surprising that the page load speed is one of the success factors.  

If the only thing you have added to a page is an article and your page is loading slowly it’s highly likely that it’s due to big image sizes. Compress them to the lowest level possible while maintaining image quality.

If your page is still loading slowly then the problem could be your hosting. When it comes to hosting you usually get what you pay for. The most common complaint from people that use low-cost hosting providers is that their website loads very slowly. Keep in mind that this is not just an SEO issue, it’s also a user experience issue.

 

10 https

You’ve probably noticed that some sites have a URL that starts with http and others start with https. The sites that have URLs starting with https have an SSL certificate installed on them.

In Simple times this means that communication through the site is more secure because it’s encrypted. Google knows that most people prefer to interact with a secure site so, if all else is equal, Google’s algorithm will favor these sites.

SSL certificates are available from your hosting provider so take a look around their websites to see your options.

 

11 Title Tags

This is effectively the title of your webpage and you have total control over it. Google uses the title to figure out what the page is about and people that scan search results also use the title to figure out what the webpage is about.

As a result of this title tag having a dual purpose, don’t fall into the trap of just creating a title that you think the Google algorithm wants to see. If you create a title that includes a lot of keywords but does not mean anything to a human, then people won’t click on it. If people don’t click on it Google will see that nobody is interested in it so it will push that page down the rankings.

12 Heading Tags

If you use a large font for your title and a mid-size font for your subtitles and a regular font for rest of the text on the page it will be easy for the Google algorithm to understand how the content is being presented.

It can use this title structure to figure out what’s more important and what’s less important. In the meantime, humans operate the same way. We also look at titles and subtitles to figure out if we want to spend more time on a page.

13 Authority

Nobody knows exactly how Google’s algorithm measures authority but it’s easy to guess. Websites that have a lot of content that has been referenced and cited by lots of other sites and have a lot of incoming links and produce an enormous amount of fresh content and have been doing this for a very long time will have much more authority than a new website that has none of these characteristics.

14 Links

I’m sure you know that one of the success factors in SEO is backlinks. If you receive a backlink to your website Google thinks of it as a vote in favor of your website. But as you might expect it’s not that simple. 

Google will count all of the links pointing to your website but it won’t count them all equally. It will give more weight to the links that it considers to be higher quality links. This usually means that these links need to be coming from websites and pages that have a high level of authority in the same subject matter as the content that it’s linking to.

For example, if you wrote a blog post about understanding your body mass index and your article received a link from the website of a major university or hospital, Google will treat this is a very high-quality link. On the other hand, if you received a link to the same article from a low-quality forum about football Google will treat this as a very low-quality backlink.

In summary, the number of high-quality links is becoming increasingly important and the number of low-quality links is becoming increasingly irrelevant. In fact, I’ll go one step further, a large number of low-quality links can potentially result in a penalty so don’t pursue links for the sake of pursuing links.

Put more time and effort into finding ways to get links from high authority websites that discuss related subject matter.

15 Anchor Text

Anchor text is just a name for the words that you see in a link. Your objective here is to just use the natural text that you would expect to see as a reader.  

For example, if you’re reading an article that references a research paper with the title ”Fortune 500 Survey”, you would expect to see anchor text that says ‘fortune 500 survey’ and this anchor text should be relevant to the content located at the destination of the link.  

If the anchor text was ‘Fortune 500 Survey’ then after clicking on the link you ended up on a page with the title ‘Apply For A Credit Card’ this would be a terrible user experience and the Google algorithm knows it and will treat it accordingly.

 

16 How To Maximize Your Impact

Applying MPI principles to business is a new way of doing business. If you’re new to this blog and you want more information about MPI principles, check out this article.

As always, the key here is to create content that genuinely helps people. Start by taking the time to understand the problem your prospect wants to solve and put some real effort into explaining how your product will solve it and also include free useful information that your prospects can use even if they don’t buy from you.

This is what your prospects really want from you. It is the simplest way for you to maximize your impact on your prospects and customers and they’ll reward you by happily giving your their money.  

This type of content also creates trust so, if people decide not to buy your product today they will still be open to buying from you in the future because they can see that your content is genuinely useful.

 

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