SEO(Search Engine Optimisation) in Layman’s Terms

Search Engine Optimisation


  • Table of content:
  • Introduction to SEO
  • Why SEO is important 
  • What are the processes involved in SEO? 
  • Types of SEOs
  • Steps to start with SEO (Research, Create, provide)

Introduction to SEO

Possible queries for this:

Quarantine workout, Fitness during quarantine, How to be healthy during quarantine. 

Here, every search query by the user will have different results as shown: 





In this case, the possible page

which is ranking is but not in every

case. As you can see, it is ranking for 2 search queries i.e

Fitness during quarantine 

How to be healthy during quarantine and not for “Quarantine workout”.

If you have an article or a video or a website or any other means of sharing information regarding this topic, you will want your content to be shown on the first page of google search for a particular query so that maximum users engage with it.


Search engine optimisation is a process to optimise your on-page content or any type of online content so that google likes it and shows it on the top of the search result. 

Fundamentally it is about providing better information that users want and how your products and services are solving their problems. 

We customise our websites according to google’s instructions but ultimately it’s always about the customers. If the website and the content you publish is liked by the customers google will acknowledge it and rank you accordingly. 

10 Reasons Why SEO is Important!

  • While searching for something on Google or any other search engine, have you ever clicked on the second page of the results? It’s like if you want to hide something very important you can dump it on the second page of google. 
  • Organic traffic by SEO gives you power over your paid marketing efforts. Any business can generate high intent leads when they are generating organic traffic. 
  • There are more than 65% of users who rely upon search engines for problem-solving information or solution. Chances of them clicking on one of the top 5 links on the first page of search results are high, take advantage of that. 
  • Who wants to see a website which is all messed up and doesn’t provide good user experience? SEO practices also improve the UX of your website.
  • Trust and credibility are the top factors that affect any business in customer acquisition. Ranking on the first page of the search engine also builds trust & credibility for your business among users.
  • We have seen the power of social media and how it can be helpful to promote content organically. After finding relevant information on google, users are most likely to share your content on social media which again gives it a boost. 
  • Want to be better than your competition? There are always chances of having more than one provider for a particular service. An SEO friendly website will rank better than the one which is not optimised for search engines. 
  • Paid marketing without SEO is a waste for your website. You can always bring in users to your website but what will hold them there if the user experience is not good? Yes, your SEO practices!
  • After optimising a website properly for SEO only some supervision is required as compared to social media which is ever-changing and requires constant monitoring of market trends. 
  • Have you not shifted to mobile browsing more than desktop? Because more than 60% of users use mobile to go online. Optimising your website for mobile users is a part of the SEO process. 
  • Comparing paid advertisements & SEO, paid advertisements require continued funding and efforts. On the other hand, SEO, when applied correctly, can give you continued traffic and conversion for a longer period of time. 

What are the processes involved in SEO? 

Keyword research

What is Keyword research?

Analysing and finding the data related to what people search or say search terms on google. The information that you can get about these search terms can help you with your content strategy. 

Why are Keywords important?

Keywords research reveals the search volume for that particular key phrase, also the competition for that keyword alone. Including these keywords in your content can increase the chances of ranking high on google search if properly optimised. As we have mentioned earlier the content you are generating should be fresh and it should be informative for the users.

How can Keyword research be done?

Start with making a list of relevant topics that you can think of related to your business. Now take each topic and try to add them on Google Keyword Planner. For example, we are a digital marketing agency and topics that are relevant to our business are:

SEO, Social Media Marketing, Digital Marketing, Google Adwords

As you can see google keyword planner will provide you with Avg monthly searches for these keywords. Now that you have the data you need to create content around, you’ll have to match and create content for all possible intent of the users like:

Taking “SEO” in this case: Step in the shoes of your customers and think of relevant topics.

What is SEO?

How can SEO help me generate more traffic?

Why is SEO important for a website?

These are some of the intent of the users for which you can provide information. 

That’s the power of keywords in Search Engine Optimisation. 

On-page SEO

What is on-page SEO?

It is a process of optimising the structure and content on each and every page of your website in order to rank higher in search results. Optimising the structure of your website involves writing the code in a very efficient way that results in loading the website faster. As mentioned early in this blog, content optimisation also plays a very important role in on-page website optimisation which involves keyword research and creating content on the basis of intent. 

Why is on-page SEO important?

There are only some factors which you can control when dealing with SEO and on-page SEO is one of them. Since you own the website, you have control over its technical aspects and the content that you are putting out. It’s an add on to your SEO strategy if you build an amazing website your off-page SEO practices will surely be successful and will get a boost! 

What if you come across a website with a messed up design and bad UX? Would you like to promote it? Or maybe link back to it? No, right? That’s the importance of on-page SEO.

Factors that affect on-page SEO or you should care about.

It is said that Google uses almost 200 ranking factors for their search algorithm. Backlinko has done a great job to list down all of them. Some of them are listed down below.

Domain name, Title Tag, Meta description, Header Tags, Content-Length, Page Content, Website load speed, Responsive website, Duplicate content, Image ALT Tags, Internal links, Broken Links, Readability, Customised HTML Code

Off-page SEO(Link Building) 

What is Off-Page SEO?

As the name suggests, off-page SEO refers to the practices we follow to improve SEO that doesn’t happen directly on the website. In this case, take reviews for a product or a service. These reviews tell us about how good the product or service is. The same goes for off-page SEO, to show if your content, product or services are liked by others. Getting mentioned or featured on other business’s websites can increase the credibility of your business which will be recognised by search engine algorithms and result in your improved rankings.

Factors involved in Off-page SEO: 

Link Building process: talking about link building, it is the heart of Off-page SEO. If your business is getting mentioned on other people’s websites with a link back to your website that count’s as a backlink. Putting an anchor text on their website or directly mentioning your website name can help you gain a backlink. But linking to any website won’t work because search engines look for relevance to the topic and your business and how you are helping. 

Local SEO:

If you are a local business then gaining local customer reviews really matters. It shows the search engines how much your business is liked by the local customers. It also depends upon word of mouth strategy which again will help you gain better visibility. 

Social Media: We all have seen businesses pushing out content on their social media pages on a daily basis but the question here is, does it help?

Posting regularly without any engagement with the customers will not help you gain visibility. Engaging your customers on a day to day basis will boost your post or content as it will be shared & liked by others.  

Influencer Marketing:

In this era of social media we have seen the power of influencers or famous personalities. If they are sharing something, it will surely increase your brand awareness or maybe result in a conversion for your business. You can also collaborate with different influencers in your business niche who can write a piece of content for their viewers and you get an opportunity to get a backlink. 

Guest Blogging: 

It is also known as guest posting which means publishing content on other websites which will help you generate traffic back to your website.

Customer reviews and Mentions: 

Have you ever thought about why businesses look for customer reviews? Yes, it does help you gain more customers if it is liked by others but search engine algorithms look for credibility for business online and try to provide the best to the users who are searching for similar services which again results in better ranking for your business on search engine result pages(SERPs)

Types of SEO:

What is White Hat SEO?

White hat SEO refers to the practices that involve building your business according to search engine guidelines. For these types of practices search engines will not penalise you and ban your website. All the above-mentioned processes and practices refer to white hat SEO techniques.  

What is Black Hat SEO?

Black hat SEO refers to the techniques which are against search engine guidelines. It is most commonly used for making easy money unlike well-established businesses. Some of the practices involved in black hat SEOs are:

  • Keyword Stuffing 
  • Cloaking 
  • Tricky Redirects 
  • Poor quality contents 
  • Paid links 
  • Misusing structured data
  • Blog comment spamming 

If you are mistakenly applying one out of these practices, it time to stop and focus more on White hat SEO.

Basic Steps to get started with SEO:

Research: this involves different activities such as:

Analysing the current design of the website and how friendly it is for the customers to find relevant information about your business. This can be a little tricky but bad design leads to a bad experience for the user. All your SEO efforts can be worthless if your website design is all messed up.

Keyword research:

Analyse your competitors and check for what keywords they are ranking. Get keywords suggestions using tools like Uber suggest for keyword ideas and look for low difficulty keywords(should be less than 40) to be included on your website. Once all this is done, make a plan and strategies to build content around those keywords.

Run a Website Audit:

It’s always good to analyse your website for errors & warnings which are restricting you from gaining a better SEO website score. A website audit can provide you with information like:

Where are the broken links in your website

If a sitemap.xml and a robot.txt file are included on your website for search engine crawlers.

Technical information regarding your javascript and CSS minification & much more. 

On-page SEO optimisation:

As mentioned earlier, you have to customise your website’s attributes which are necessary for on-page SEO that will help you improve your website SEO score. 

Off-Page SEO:

Link building process involves other websites linking back to your website. Your website link should be present on other Websites which have a high domain score or you can say are already the trusted ones according to google. Link building can be a tough job because you’ll have to wait for an accolade or try to collaborate with these websites. 

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