Keyword Research

This is the process of finding and analyzing the actual search terms that people enter into search engines. The goal is to create content around topics that your ideal customers are actively looking for.

Search Intent: The 'Why' Behind the Search

Understanding the user's goal is crucial. Your content must match their intent to rank well.

Informational

The user wants to find information. (e.g., "how to brew coffee")

Navigational

The user wants to go to a specific website. (e.g., "starbucks website")

Transactional

The user wants to buy something. (e.g., "buy coffee beans online")

Commercial Investigation

The user is researching a future purchase. (e.g., "best espresso machines 2024")

Core On-Page Elements

• Title Tags: The title of your webpage that appears in the browser tab and in search results. It should be compelling and include your primary keyword. (e.g., ``)
• Meta Descriptions: The short blurb that appears under your title in search results. While not a direct ranking factor, a good meta description encourages users to click, improving your Click-Through Rate (CTR).
• Headings (H1, H2, etc.): These structure your content for readers and search engines. Your main title should be an `

  `, with subheadings as `

  `, `

  `, etc. Use your primary keyword in the H1 and variations in subheadings.

• URL Structure: Keep URLs short, descriptive, and clean. For example, `/blog/on-page-seo-tips` is much better than `/p?id=123`.
• Internal Linking: Linking to other relevant pages on your own website. This helps search engines understand your site structure and passes "link equity" between your pages.

Backlinks (The Cornerstone of Off-Page SEO)

These are links from other websites to yours. Search engines view backlinks as "votes of confidence." A link from a reputable, high-authority website (like a major news site) is far more valuable than a link from a small, unknown blog.

How to get them? Create amazing content that people want to link to. You can also do outreach to other websites, write guest posts on relevant blogs, or get listed in reputable directories.

Citations (for Local SEO)

These are mentions of your business's Name, Address, and Phone number (NAP) on other websites, even if there isn't a direct link. They are critical for ranking in local search results (e.g., "pizza near me").

Key Technical Concepts

• Crawlability & Indexability: A search engine's ability to access and add your pages to its database. You control this with a `robots.txt` file (to guide crawlers) and `noindex` meta tags (to prevent specific pages from being indexed).
• XML Sitemap: An XML sitemap is a file that lists all the important URLs on your website. It acts as a roadmap for search engines, helping them find and understand your content more quickly.
• Mobile-First Indexing: Google predominantly uses the mobile version of a site for indexing and ranking. A responsive, mobile-friendly site is absolutely non-negotiable.
• Page Speed: How fast your pages load. Faster pages provide a better user experience and are favored by search engines. You can use Google's PageSpeed Insights tool to check your site's performance.