Search Engine Optimization: Basics Every Business Should Know in 2025
With the amount of content out there about this subject, i’m sure I’m one of the many articles you’re skimming for help – I get it, I was there once too!
Having recently started my business (in September) I like to think I’m one of the still-genuinely-passionate SEO experts out there that isn’t trying to “sell” you something. Frankly, I’m not even sure if I have the infrastructure in place yet to do so – I just want to be a trusted resource and provide honest information that I have learned over my decade of experience in SEO. So let’s get FIRED UP about SEO!
What is Search Engine Optimization (SEO?)
Every company has a different way of saying the same thing – this is the way I explained it to my husband who sells industrial coding and labeling packaging equipment: SEO is about getting your website to the top of the search results on google, bing and other search engines for keywords that are relevant to your business, with the result (ideally) being this: if you rank higher you’ll get more targeted traffic, which will ultimately lead to more conversion and sales.
The formal definition per Google: SEO—short for search engine optimization—is about helping search engines understand your content, and helping users find your site and make a decision about whether they should visit your site through a search engine.Google does a great job of explaining this in their Starter Guide.
The simple concept of organic search rankings has warped into a ton of different names that are all the same thing: organic SEO, SEO advertising/marketing, earned search, organic search, search marketing, organic internet marketing, seo marketing optimization – however one thing it is NOT is search engine marketing – this is now only for PPC.
How Does SEO Work?
Google is basically a robot that uses crawlers to continuously scan the web and index new pages. It’s this “Googlebot” that uses an algorithmic process to determine which sites to crawl, how often, and how many pages to fetch from each site. Google’s crawlers are also programmed such that they try not to crawl the site too fast to avoid overloading it. For a more in depth look into how Google search works, you can check out Google’s In-Depth Guide to How Google Search Works | Documentation
Why is SEO important?
Google says that you usually don’t need to do anything except publish your site on the web. But the truth of the matter is that with the billions of websites out there, we need to be intentional and implement strategies to improve our rankings and out perform our competitors.
Top Benefits of SEO
Here are the top 5 reasons every online business should be doing SEO:
- Increases Traffic: ORGANIC traffic, which you technically don’t pay for, but earn it.
- ROI: SEO is one of the highest return on investment channels that exist as far as generating net new visitors are concerned.
- Great for Brand Awareness: The higher you rank, the more visible you are when people search keywords relevant to your brand.
- Builds Trust: SEO is essentially Google referring your business to people.
- The Competition Is Doing It: And of course your competition is doing it and making money from it. We should be getting those clicks and taking some of their market share. And we’ll go into what we learned about a few of your competitors a little later.
How To improve technical SEO
Site Architecture
A well-organized site structure helps search engines navigate and index your pages efficiently.
Crawling and Indexing
Ensuring that search engines can access and index your pages is fundamental.
Mobile Optimization
Your site must be mobile-friendly to cater to users on various devices.
Page Speed
Fast-loading pages enhance user experience and can impact your rankings.
Duplicate Content
Addressing duplicate content issues is essential to avoid penalties.
How To Improve Technical SEO
- Optimize JavaScript and XML Sitemaps
- Ensure a Clear URL Structure
- Utilize Structured Data
- Fix Broken Links and Redirects
- Address Hreflang Tags for International Sites
BUILDING YOUR DIGITAL HOUSE
The Foundation: Technical SEO
What is Technical SEO?
Technical SEO is similar to laying the foundation of your home. It ensures your website meets the technical requirements necessary for search engines to crawl, render, and index your pages effectively. You wouldn’t start building your house without a solid foundational plan first, right?
Key Elements of Technical SEO
Site Architecture: A well-organized site structure helps search engines navigate and index your pages efficiently.
Crawling and Indexing: Ensuring that search engines can access and index your pages is fundamental.
Mobile Optimization: Your site must be mobile-friendly to cater to users on various devices.
Page Speed: Fast-loading pages enhance user experience and can impact your rankings.
Duplicate Content: Addressing duplicate content issues is essential to avoid penalties.
Among many, many other things.
Why is Technical SEO Important?
Going back to our house, the foundation planning and layout is arguably the most important element of building a home. It will dictate the rest of the project including what you’re able to do or build in your space. Everyone wants a well planned out and structurally sound foundation to build on, and SEO is the same.
At the end of the day search engines read code — they must be able to crawl, render, and index the pages on your website without issues. With the millions of websites and competitors out there this is in my opinion the most important, but often most forgotten or incorrectly executed element of SEO.
Even if you have the best content and user experience, if the foundational elements of your website are messed up it will for certain negatively impact your ability to rank.
The Structure: On-Page SEO
What Is On-Page SEO?
On-page or on-site SEO is like constructing the walls, windows, and interiors of your home. It involves optimizing individual pages to make them search-engine friendly.
Why Is On-Page SEO Important?
A well-structured site with quality content ensures that your pages are valuable to users and search engines alike. It helps establish your site’s relevance and authority on specific topics.
Key Aspects of On-Page SEO
Content Quality: Unique and relevant content is vital for engaging visitors and search engines.
Title Tags and Meta Descriptions: Craft compelling titles and descriptions to improve click-through rates.
Header Tags and Keyword Optimization: Use headers and keywords effectively to enhance readability and relevance.
Internal Linking: Helps distribute page authority and guide visitors through your site.
How To Improve On-Page SEO
- Craft Unique, High-Quality Content
- Optimize Title Tags, Meta Descriptions, and Headers
- Implement a Logical Internal Linking Structure
- Ensure Mobile-Friendliness
The Roof: Off-Page SEO
What is Off-Page SEO?
Off-page or off-site SEO is like the roof of your house. It protects and enhances your site’s visibility through external factors such as backlinks, social media presence, and online citations.
Why Is Off-Page SEO Important?
Strong off-page SEO signals to search engines that your site is authoritative and trustworthy. It helps maintain your site’s visibility and credibility across the web.
RELATED: Off-Page SEO: The Roof Over Your Digital House in 2025
How to improve off-page SEO
Build Quality Backlinks: Quality backlinks from reputable sites boost your site’s authority and trustworthiness.
Enhance Social Media Engagement: Engaging on social media platforms can drive traffic and improve brand visibility.
Citations and Reviews: Manage online reviews and citations. Positive mentions and reviews enhance your site’s credibility.
