SEO optimization

Fundamental SEO Optimization Guide 2018 for Entrepreneurs

You still do not know what SEO means?

No problem, once you finish reading this article, you’ll know more about optimizing search engine websites than you know 90% of your competitors.


Fundamental SEO Optimization Guide for Entrepreneurs

What does SEO mean?

Search Engine Optimization (SEO) is an online marketing strategy that attempts to increase the visibility of search engines for a web property, whether it’s a web page, a video, etc.

When I say increased visibility, I clearly refer to the first page of the organic search results of an online search rather than the paid ones.

Here we are talking about free search traffic, not money.

Note: When I say search engines, I actually refer to Google, which is used by more than 80% of users to search for online information. Of course, optimization strategies also work for other less-used search engines (Yahoo, Bing, etc.).

When Google decides what position puts your web page on a search results page, consider several factors. Depending on these factors, the relevance, quality, and authority of your page are determined for a specific search.

Basically, through SEO optimization, you understand Google+ that your web page is relevant to a specific search and should place it on the first page of results.

SEO optimization starts by choosing a keyword or search for which you want to appear on the first page of Google and continue by creating content (or optimizing existing content) that meets the relevant criteria for that keyword.

3 Reasons why your business needs SEO

Every business needs SEO, be it a local business such as a dental office or a nationwide business such as an online store.

The idea is that no matter what you sell, products, services, people are increasingly using search engines to find them and deciding which ones are better or better.

Here are 5 reasons why you should consider SEO optimization as a marketing strategy for your business:

1. Search traffic is most likely to convert

When a person searches for something on Google about a product is very close to making a buying decision.

Finding your site first places on Google at that time gives you the best chance to turn that person into a loyal customer.

The return on investment in SEO optimization is positive precisely because this marketing strategy attracts visitors with a clear intention to spend money.

2. Positioning the first places will increase the credibility of your business

Somewhere between 80 and 90% of online users use search engines when they search for a product or service.

If you search Google “SEO in Cork” at first sight, which firm would seem to offer the best services?

Often the one that ranks first, right? Well, if Google puts it first it means it’s a reliable agency that has been on the market for some time and that offers quality service.

Things are not so, most online users think about a company or company that is on the first page of Google for a particular search.

The fact that a user finds your site first when he searches for Google about a product you sell, gives your business, your brand, an extra confidence vote.

This leads to more sales to more customers, basically to a considerable increase in your business.

3. About 91% of online users only look at the results on the first page on Google

Of all online users who use Google to search for a product or service, 91% do not even look on the second page and 50% do not look below the top 3 positions.

In other words, if your site is not in the top 10 positions for searches for your products and services, it basically does not exist (I’m just referring to search traffic).

That you are on the 2 page of results or on the 10th page, for a potential customer is the same.

Types of searches for which you should be in the top positions

As an entrepreneur, you should know a lot about what searches or keywords you would like your site to appear on top of Google.

Depending on your business type, we have 3-4 categories of searches for which your site should be optimized:

1. Company name or brand

Not only do you want your site to be the first when someone searches for your business name or brand, moreover, all the results on the top 10 positions on the first page are web properties you control.

The site first, followed by social profiles, a Facebook page, a Youtube channel, a Twitter account, and so on.

For your business name, you must control the entire page.

2. Your service/product + coverage area

If you have a business that offers services or products locally, for example, a jewelry, a law office, etc. it is normal to try to get on the first page for searches such as “service/product + city”, ie “Cork lawyer” or “Cork dentistry”.

Depending on the business of your business, this first position for this type of search is relatively easy to achieve with good SEO optimization.

3. Your services/products

If you do not offer services or products nationwide, optimization for local searches is sufficient.

But if your business has a national/international coverage area, optimization for this type of searches is basically necessary.

Usually, for this type of competition, the competition is much higher, so the costs used to get a top position will increase.

Getting on the first page on Google

Both Google and the other search engines use an algorithm to decide the position of a site for a specific search.

This algorithm uses some factors that are or are not present on your site and determine how relevant it is for a specific search.

Basically, your site, in order to reach the top positions on the search engine results pages, must meet certain conditions.

About these conditions or positioning factors, we will continue to talk about in this SEO optimization tutorial.

Positioning strategy factors

The positioning factors that Google uses to determine if your site deserves to be the top positions for a particular keyword are of 2 kinds:

On-page factors: on-page factors refer to the conditions that the site and the content on the site must meet. On-page optimization is entirely controlled by you, meaning that any change can be reversed.

Off-page factors: off-page factors refer to SEO optimization outside of the site, such as creating links, generating social signals (likes, shares, etc.)

SEO optimization is done on a keyword or search. For what kind of searches you should optimize your site, I spoke a little higher.

So if you have chosen a search for which you would like your site to be among the first results, we can start the optimization itself.

Building an Authority niche site

When I talk about the authority of the site I refer to how Google sees your site.

The more Google thinks your site has the more authority, the faster your web pages will rank first in the search results.

Depending on which SEO analysis tool you use, there are several units of measure for the authority of a site:

  • – DA/PA, adică Domain Authority și Page Authority
  • – TF/CF, adică Trust Factor și Citation Factor
  • – UR/DR, adică URL Rating și Domain Rating

What you need to understand about these site units’ measurement units is that they are just numbers that help you get a general idea of the ability of a site to reach the first page on Google.

All these values are used to get you an idea of how difficult or easy it is to overtake your competitors’ sites on Google for your domain specific keywords.

Usually, the most authoritative page on a site is the main page, that is, the domain.

The main factors determining the authority of a site are:

  • Age of Domain: The more your online site is, the easier it will be to get it on top of search engines
  • Links: Links have always been a strong signal of authority, and Google has used links and is still using them to determine the authority and popularity of a site

User experience, UX, or user experience

User experience, UX, or user experience on your site is also part of SEO optimization tactics.

At the most basic level, a pleasant user experience means that your website’s website:

  • it loads quickly even under conditions where the user’s Internet connection is weaker
  • has well-structured, easy-to-understand content
  • it charges correctly regardless of the size of the monitor or device used
  • is easy to navigate
  • has an attractive, convincing design
  • You will never be able to thank everyone, so a perfect user experience does not exist.

All you can do and what you should do is give the best possible user experience to your potential customers.

Not only will Google consider your site as quality, but you will see other positive effects such as multiple distributions of your content on social networks, multiple links from other sites, etc.

On-Page SEO Optimization

At SEO optimization On-page, all actions focus on the site itself.

Normally, this step should start as early as the actual site is made if we are talking about new sites or sites that want to completely change the structure.

This is the ideal case because, based on a complete analysis of the market on which the site will operate, it will have a SEO friendly structure from the beginning.

As I said earlier, on-page optimization means editing content items on a web page so that Google considers that page relevant to the keyword or search you are looking for.

In other words, you take the following keyword and integrate it into several places on the web page: title, URL structure, meta description, content, bold text, etc.

To make it even easier to imagine that we want to optimize the website of a law firm offering services in Cork.


URL structure and positioning on Google

The URL or web address of a page plays a very important role in determining the relevance of the page for a particular search.

The keyword must be present in the URL of the web page.

So if you are a dance school who offers services in Cork and want to target the keyword “Dance School Cork” and your site is create a page that targets the local searches:

There is no point in repeating the lawyer word once again because it is already in the name of your domain.

That is, is already over optimization, and instead of helping you can be considered a negative factor.

Page title ( tag) optimization

The title of the page is again extremely important, and its optimization is relatively simple.

As with the URL, the tracked keyword must appear in the title:

Title: Dance School – Azurdancestudio

Repeating the keyword does not help you this time, but most studies have shown that SEO is best for keyword placement to be at the beginning of the title or as close to the beginning.

I mean, the Dance School Azurdancestudio – Cork is better optimized than Azurdancestudio – Dance School.

How do we write a meta description that generates CTRs

Meta description is a brief description of the webpage Google takes over. It’s that block of text found under the title of your page on the search results page.

The main role of the meta description is to convince Google users to click on the page.

It’s also a good opportunity to target secondary keywords.

Keyword – Dance School Galati

Secondary keywords – Dance Galati prices, Galati company dance, etc.

Optimization for your secondary keywords can be done using the description meta.

If you’ve done everything I’ve shown you so far, on the Google results page your webpage should look like this:

Scoala de dans

Subtitles (this is a subtitle)

To further add your content to a particular search, it includes the target keyword in subtitles or page headings. Subtitles are HTML tags H1, H2, H3, H4, H5, and H6.

Does not include the keyword in each subtitle, but only where it’s meaningful.

Think about what this article would look like if I included the “Seo Guide” in each subtitle too. Do not you?

Subtitle H1 is the most important d.p.d.v. optimization of SEO.

If you use WordPress, the H1 subtitle is usually identical to the title of the web page.

In addition to being important to SEO, the subtitles help a lot in structuring and sharing content on the page.

It’s much easier to browse information on a web page when it’s divided into mini-chapters.

This is a better user experience on your site, another factor that Google takes into consideration when analyzing the quality of a website.

How to Write Optimized SEO Content

It’s normal for the keyword to appear repeatedly in the text content of the web page.

There is, however, the possibility of exaggerating its use in this situation.

It is best to use it only a few times and try to use as many synonyms and close terms as possible. Of course, if possible.

Even if there are a lot of sites on the internet that tell you not to use the keyword more than I do not know how many times, the truth is there is no fixed formula.

If you want a basic rule, it would sound like this: it includes the keyword in the text whenever it’s perfectly logical to include it, but no more.

Optimize SEO images

Images on a web page also have their role in search engine optimization.

Before uploading an image on the site includes the keyword in the file name.

Images with images like site-site1.jpg have no SEO value but if you change the file name for that image, dance-school-cork.jpg, for Google is an additional factor that helps determine what is your web page.

When you add the image to your page in WordPress (a very easy to use platform that you can build a site in just a few minutes), you’ll be asked to give it a title.

The title is a new opportunity to add the keyword you are targeting.

The title is usually the same as the file name.

The ALT tag is an HTML image attribute that is actually a text description.

A phrase of 4-5 words describing what the image represents.

The keyword must necessarily be included in another tag of the image.

Internal link optimization, a classic topical SEO strategy

One of the less discussed and less taken into account in a website’s optimization strategies is its architecture, the way the pages are organized and how they are linked: the internal link system.

True, we need to focus on keyword strategy, content quality, link-building and branding strategies, and make sure that all of these are effectively optimized for surfing on Desktop and Mobile devices.

A well-thought-out, relevant and functional internal link system improves user experience (UX), adds relevance and consistency to the entire content of the site, helps to better indexing by search engines and generates better results in organic searches on Google.

When you think about links, you probably think about links from other sites to your site, but internal links are also very important. What matters most to links is the anchor text. Anchor text is the link itself, ie the text you click with the mouse to go to another page.

An optimized text anchor would be SEO firm, which if you click will take you to my article on how to choose a serious SEO firm. The target keyword is SEO firm.

So if we take the example with the lawyer’s website, the link on the main page of the website that leads to the page targeting the Cork lawyer should have the Cork Lawyer or the Cork Law Office.

Now, of course, there will be more links to the site that lead to the same page. It is indicated to anchor the text to be varied, not always the main keyword.

Use synonyms, close terms or anchor generic text like click here or go here, etc.

Off-Page SEO Optimization

SEO optimization off-page refers to all the optimization strategies and tactics you do not do on your site.

Most off-page optimization activities are primarily intended to get links from other sites to your site.

I said above that links have a very important role in the authority of your site, perhaps the most important.

In addition to your links, you still have social signals. This means the number of Facebook likes of your pages, the number of tweets, + 1s, etc.

Links and social signals give Google how popular your site is.

You need to know that Google does not position sites on the front page to make them known, but rather brings the already-known sites on the front page.

So in short, if your site meets all the conditions Google is looking for to determine if a site is popular, getting a first-page positioning will not be a problem.

Link building: Obtaining links

Link building or building / getting links is, as I said, one of the main activities of an SEO expert who is in charge of promoting your site.

But all of the link building is also the SEO tactic that you have the best chance of waking up with the site penalized by Google.

That’s if you do not do it right or do it a few years ago when Google was easier to trick.

Links to your site are like a profile that Google analyzes and thinks about the quality of the site.

If multiple sites have links to your site with anchor text “SEO Expert Cork”, Google correlates this information with the content on the site and decides whether your website really deserves to be on the first page or the first place to search “SEO Expert in Cork”.

When it comes to the effectiveness of a link-up campaign or, rather, the capacity of the links you’ve got to help your site climb the top positions on Google, there are several factors that need to be considered: quality links, number of links and anchor text used.

1. Quality of links

To determine the quality of a link, you first look at the site on which that link comes from.

Is it a site with authority?

Does the link page have content that is relevant to the content on your site’s page to which the link goes?

The most valuable links are contextual links, that is, the links in an article.

Authority and relevance are the 2 attributes of a quality link.

2. Anchor the text

Anchor text used has a very important role in positioning your web page in search engines.

Anchor text should be as varied as possible. This part of the link building activity is probably the most demanding because there is a very good chance that your site will be penalized by Google if you abuse this tactic.

We have the example of the lawyer’s page, which we want to climb on the first page of Google for the search for “SEO Expert in Cork”.

That’s why we’re building links with anchor the SEO Expert in Cork’s text. The mistake you can make here is to build all the links with the same text anchor.

You have 10 links to your site all with anchor text SEO Expert Cork.

Google automatically realizes that you are trying to manipulate the positioning algorithm and instead of going to the first page for SEO Expert in Cork, you are likely to get on page 10+.

3. Number of links

I left the number of links at the end because the truth is that it does not matter a lot today.

The goal of link building is to build relevant, quality links, not many and all.

Simple methods of building links

There have also been written and written numerous articles about link building strategies.

For the moment, I’m going to introduce you two simple methods that you can implement right now.

1. Guest blogging: is a strategy to get links by publishing content on other sites. So instead of writing articles for your site, you write them for other sites, and in the article, you insert a link to your site.

2. Social profiles: about all social networks let you add a link to your site. Links from social profiles are the first links we build to a new site. Add a link to your Facebook page, YouTube channel, Google+ profile, Google+ page.

Social signals

Social signals refer to the number of distributions your website has on social networks.

Like, share, Google + 1, and so on.

Social signals show the quality of the content posted on the site. No one likes or shares something unless it’s interesting, right?

Are not you good at writing articles or content for webpages? No problem. There are many sites where you can hire freelancers to write quality articles for your site.

Or you can let us take care of creating content for your site in addition to optimizing SEO.

Of course, do not forget the social profiles of your site / business. Facebook page, a Youtube channel, a Twitter profile, are all basic and any business that wants to attract online customers should have them.

Negative Position Factors

Negative positioning factors, in the best case, prevent your site from reaching the first page for the targeted keywords, and in the worst case, they lead to the complete exclusion of the site from Google.

Over optimization

Over optimizing is when you force the mark with SEO optimization tactics.

The best example of over optimization is when all the links to your site have an indelible text to the targeted keyword.

To avoid over optimization, use as many synonyms and terms as possible for the keyword you are targeting. In content, internal links and external links.

Low or duplicate content

There are 2 types of duplicate content: When the content on a site page is copied word-of-word from another site and when there are 2 or more pages on the site that have the same content.

When Google sees you have duplicate content, it usually sends your site to pages 10+.

Solving this problem is simple: do not copy content from other pages and create more pages with the same content.

Indexing Errors

If the bot encounters too many errors when visiting your site, this affects your position on the result pages.

The most common errors are when there are missing pages on the site. That is, you published a page or article and then deleted it. This triggers a 404 error, a non-existent page.

To avoid this, when you no longer need a page, instead of deleting it, it creates a 301 redirect to another page of your site.


When I took up this article, I thought it would not exceed 1500 words.

This is the 4021st word, and if it’s okay to think I could still write so much and there’s still something to be said about SEO optimization.

Virtually every sub-chapter of this article can be developed into a new article.

However, I think the information you find in this guide will help if you want to optimize your website, blog, online search engine shop.

As I say there is much to say, so if you have any questions or concerns, leave a comment below. I answer everything.

And if you also give her a share, I do not mind.