Definitive Guide to SEO Basics 2021 [Learn SEO the best way]

This is a vast subject explaining everything you need to know about SEO, What SEO is, How it works and you can become an expert in this field.

If you have the desire to rank your website on top pages of google or become an SEO expert then this will be the best asset for you. Everything you will learn in this article has been proved and tested by our SEO experts. 

After you finish reading this article you will have a step-by-step guide to boost your organic rankings.

What is SEO?

Probably you wonder, what SEO means?


SEO Definition

“Search engines optimization[SEO] is a skill of persuading search engines like google, bing, yahoo,… to trust your content and use it for user intent needs.

One way to ensure search engines that your content is trustworthy is to answer these 2 questions:

  1. Who you are and what are your services?
  2. Why they should rank you and How can they be sure that your content is worthy?

Why SEO is important?

 Search Engine Optimization increases traffic to your website for free.

When Search Engine Optimization ranks your content to show it to the users in the organic Search Engine Results Page(SERP), you won’t pay for that and when users click to the link to see more about the content, you get free traffic.

That is what SEO is for.

sometimes, in that Search Engine Results Page (SERP) you will see paid content results.

To recognize that, you can see the ad icon to the left near the headline or the first line of the content.


And what happens when a user clicks on the link of the paid result and visits the site, the advertiser tends to pay the search engine for that visit.

You pay the search engines to rank on first, front, second, or center for the ads. 

But if you prefer, you can rank for free through merit in first, front, second, or center.

That is what we are going to cover and find out how you can merit and ranks on search engines the first or center.

How do Search engines work

The goal number of search engines like google, bing, yahoo is to satisfy the user.

When someone searches for something in search engines, they seek an answer.

These engines provide the most helpful, relevant, and credible answer to satisfy the user.

If search engines can’t find you, most of your work won’t matter.

There are 200 factors on the basis of which the search engine analyzes your website, but don’t worry we have to focus on just 3 main factors –

  1. Relevancy – How relevant is our content to the user search query? [Keyword Optimisation]
  2. Authority – How authoritative our webpage is? [Backlinks pointing to our Blog/Article]
  3. User Signals – Are users able to interact with our blogs/Articles? [Solving the user query]

Let’s see how you can help the search engines find you.

What is a “Keyword” in SEO?

I bet you already heard the word “keyword” in SEO!

In SEO we love expressing the word “ keyword” even if the best term is “search queries”.

And there are many apps out there for keyword research. And it helps you to see the search queries for a specific word  how long it has been searched for

Why is the keyword important?

When a user searches for solutions or answers in search engines, they tend to write a phrase, not just a word. Even if they write a word in search engines, they will get many solutions.

That is where your combinations lie.


Keyword research provides you with specific results regarding your search inquiries.

Now, you wonder, 

What people are searching for?

How many people are searching for?

And how do they want this information?

To figure this, first, you need to know what your potential customer is searching for.

Here is an example, first part:

You have a chocolate cake website.

And You are selling chocolate cake.

First, you need to know what are the questions your customer seeks an answer for, regarding the chocolate cake.

How does keyword work?

Keep this in mind. What you want to rank for and what your audience wants are often two different things.

The best way to combine that is to focus on your audience first then use the keyword for your campaigns.

Example, second part:

To know more about the questions your audience might seek, think:

  • What type of cake people are searching for?
  • Who is seeking customers these answers?
  • When people are seeking these answers? Is there any particular season?
  • What words people are searching for? What type of questions do they ask? Which devices do they use more for search queries?
  • Why do people seek these answers? Is for any-particular related to a health problem or just to satisfy their benefits?
  • Where these potential customers are located?

Think, think, think now

  • How can I help to provide the best content to create a community and answer their needs?

Planning these questions before you start providing services for your chocolate cake website can be beneficial for your website, rank higher, and convert visitors into customers.

What is the Google algorithm?

Google algorithm is a complex system that allows Google to find, rank, and return the most relevant pages for a certain search query. 

In SEO, experts tend to focus only on the second part.

When someone searches a query in google. The process to deliver a solution came from the Google algorithm.

How does the google Algorithm work?

1. User query

When a user searches for something in google, the algorithm must understand what the word or the questions means, which languages, and show the direct and perfect solution to the user.

The algorithm must understand the user query. 

What the user means by this.

 Does the user is looking for a definition, to purchase, a review, or wants a specific thing?

Does the user want a freshness content related to his query?

 And the algorithm finds trustworthy, expert content related to a user issue.

Something if the user query is pretty clear and straight, the algorithm shows him the fresh content.

2. Relevance of pages

The search engine has to find the relevant pages which answer the user query in a fast way and the best one.

Before getting these pages in place, the search engines must crawl and index every website on the internet and analyze every content.

That is where the search query or keyword comes in. 

Search engines must find all related search queries in every content on the website.

If it finds keywords or phrases that are related to user queries. 

That content might be relevant for user queries.

3. E.a.t signals

With millions of pages in one search query, how to find the most relevant?

E.a.t has three levels, the page, the website, and the author.

E.a.t stands for expertise, authoritativeness, and trustworthiness.

Google needs the incredibility of Eat as a guideline to define which website and pages to rank for.

Expertise: A search engine must identify if your website provides relevant content.

Authoritativeness: search engines must find if this website, brand or author is well recognized and if it’s referred elsewhere on another website.

Trustworthiness: is the blog or author can be trusted with their content?

4. User-friendliness 

With this level, the website needs to be friendly with relevance and eat signals.

But there are others factors to the search engines must identify if the website is user-friendliness.

Google claims high page quality standards regarding low-quality pages because if the content is not user friendly it can affect the user intent.

The search engine wants to send their user to the best website, where they won’t face any difficulty to read or navigate.

Other factors include is the page speed, page responsiveness, correct appearance in all browsers, and security of the website.

Google ranking factor

When crawling and indexing, search engines get thousands of pages into accounts to determine where each one should rank for a specific search query.

Search engines start to determine the factor after getting a rapport from the algorithm (which website is most relevant). 

After finding the most relevant website then, the search engine starts to determine where this one should rank for a relevant keyword.

On-page SEO

When we talk about on-page is about everything which Google can find on your website, and which you have full control such as:

1. Content optimization:

Your content must be relevant. As you read early, google wants credibility. This means your content must satisfy the need of user queries, that is what the SEO perspective is.

How to make your content relevant?

  • Relevant content must supply solutions for user intent.

It can be a video, podcast, pictures, or text, it must satisfy the demand in other to be considered as good content.

  • Relevant content must be linkable.

When other sites can link to your content, That proves to search engines that your content is Authoritativeness. Which means that it can be trustworthy.

Contents that can be only accessible after logging in, can’t be found in search engines and it won’t rank your content.

2. Meta title tags:

The title is an HTML tag used to specify the title of the web page.

The title tag is a linkable title of a web page that appears with the results of the search engine page results page.

The coding use in html to set a title tags is:

<head><title>Example title</title></head>

And for most of the other website management as Wix and WordPress set the form of the title tags automatically when creating a page.

Title tags are important because it tells the search engine what is on the page and how it will help the user intent


3. Uniform resource locator [URL]:

Url is a readable text that replaced the ip address which computers use to communicate with the server internet.

Url is a specific location of a website, a specific page on the internet.

That is why it is called “web address” because it indicates where the website is.

Due to this, URL matters to SEO.

To improve the user experience, a well-structured URL provides a better understanding for a user and search engine. Even if the meta title it’s hidden, it defines what the page will be about.

To rank on search engines, the URL plays a minor role in having the right keyword.

When search engines crawl and index the website page, having the right keyword for the page in the URL can be significant to prove that your page is relevant.

When sending a copy-paste link, another website like Facebook doesn’t provide a better understanding link.

Here is an example: 

Hey check this:

Human-readable URLs don’t provide a better understanding of the page.

Here is another example

Hey check this:


Here, human-readable URLs provide a better understanding of the web page and using the right of  keywords prove the search engine that “hey this page is about this and this”

Keeping your URLs simple, relevant is the key to give the best user experience for both user intent and search engine.

4. Internal link

The quality and the amounts of links to a specific page determine if the page is relevant or authoritativeness.

When you link your page to a specific authority page it shows to Google that this page is relevant and authoritative.

When we talk about internal linking is linking one page to another page of the same domain.

The most important common search engine can face to your website is broken internal links.

It can happen because of a malformed URL or the page link is broken or doesn’t exist.

When there are any broken links to your site it can affect your ranking on search engines.

When the algorithm index and find a broken link, it signals search engine that your website doesn’t perform well and its low quality. 

As Google doesn’t want to upset their user, your website won’t be able to rank through.

Off-page SEO

When we called off-page SEO it means what happens outside the website.

Here is an example:

When people, websites, authors link to your content and share it on the internet, social media that prove to search engines, you have the expertise, authoritativeness and you are trustworthy.

Which allows you to rank on SERPs.

Inbound links:

Inbound links are the biggest factor for SEO off-site.

Building backlinks to an e.a.t website will have an impact on your website.

Search engines recognize the backlinks as relevant prove for the author, website that this content can be trusted.

And if your website has many E.a.t backlinks, your website will result in SERPs.

When crawling search engine must understand this to your backlinks:


Links authoritative and relevancy: the formula of e.a.t to your backlinks plays a big role in this state.

Getting links from a high e.a.t website and the same industry or multiple industries are the first factors.

Social platform:

Sharing the content on social media platforms sends a signal to Google that your content is useful. And when content is useful to google, meaning it can satisfy user’s needs, the search engines will use it for the results on SERPs to supply the demand for users.

Brands recognition:

When others mention your brands even without a link on the internet, google receives a signal that someone is talking about your brand name.

That is why you need to look for positives sentiment.

Author influencer:

When an influencers author in your industry mentions your brand name or mentions your content, google receives a signal that an E.a.t expert in your industry has your approval. Which likely proves to the search engine that your content, brand, or name is relevant.


When visitors or leads mention, comment, or appreciated your content, 

It proves a positive activity for your content.

Now, your content is ready to provide solutions for user queries.

But there is one thing you need to do.

Beginner Technical SEO

You need to help search engines to understand the structures of your website and make your content easy for search engines to digest.

And the best way to do that is to know technical SEO.

“Technical SEO covers the crawl, index, and render the portion of the “crawl, index, rank” model. At a high level, you need to learn how to answer these questions:

  • Can search engine bots crawl/find your page? (includes topics such as status codes, sitemaps, information architecture, robots.txt, facets)
  • Can search engine bots index your page? (includes: meta robots)
  • Can search engine bots render your page? (includes: JavaScript, the DOM, page speed)
  • Can bots understand the content on your page? (includes: structured data (, HTML), accessibility)
  • Are you sending search engines the proper signals for dealing with ranking content? (e.g., canonical tags, dealing with pagination)
  • Is this page worthy of the ranking? (includes: content relevance, authority, HTTP, UX, mobile-friendly, site latency)”

we‘ll be answering 3 priorities questions in this part

And explain why you need to be aware of this factor.

Priorities for technical SEO

  • Website structure

We learn that the objective of Search engines optimization is to persuade search engines that your content or website can be on SERPs.

Before SEO persuade the search engine, it must understand the basics of your website structure.

And the process of transforming the website code into a viewable page must be understandable for SEO.

  • Website process

Before publishing a website on the internet, it must be found.

And the process starts when you purchase a domain like:

the domain is connected to an ip address. 

  • IP Address

An Internet Protocol address (IP address) is a numerical label such as that is connected to a computer network that uses the Internet Protocol for communication.

An IP address serves two main functions: host or network interface identification and location addressing. 

Internet doesn’t understand human language, but we need to use humans language such as to communicate with humans.

That is where domain name servers (DNS) come in.

It’s a link between the internet and the human language.

The website from a server to the internet

The 6 factors happening before a website gets from server to internet.

  1. When user to browser or click the link and request this domain.
  2. The browser or the link makes a request to convert the domain into IP address. The internet request the servers the website’s code, which is constructed with HTML, CSS, and JavaScript.
  3. When the server receives the request, it submits the website pages to the browser.
  4. When the browser receives the full request from the server, it creates a file DOM( Document Object Model). You can see the dom file of this website when you right-click and inspect the element.
  5. Browser download all the files requested and executed them on the web page.
  1. The website page appears on your devices. 

Your website has been rendered from code to the design you see now. 

  • Search engines Crawler and indexer

Schema markup provides a way for a search engine to crawl and index your website.

To Crawl and index millions of words on your website, google needs structure data (schema markup)

Crawling simply means accessible and readable.

When search engines crawl your web page. You need to understand your content in the easy way possible so the page can be on SERPs.

And when your content is under logging in the page, it can’t be crawl and google won’t put it on SERPs.

Indexing means you give access to google to show it on SERPs. You can choose whether you want which page you want Google to show on SERPs.

  • User interface

Ask yourself,

How fast is my website is and how mobile-friendly website is it?

  • Website speed

Visitors don’t like to wait long to access a website on the browser.

Search engines exist to serve users And they want your website to load fast and mobile-friendly.

Every page on your website must load fast.

We tend to bounce when the website is not loading faster.

  • Mobile friendly

Nowadays, most of the time, we use our mobile devices to connect to the browser, for a quick answer or test. 

But when a website is not mobile-friendliness, everything won’t make sense to the website. 

Images, text, and videos design won’t perform well. \so it’s important to make sure your website is mobile-friendly, able to be used on any device.

Plus, the search engines evaluate your website’s mobile-friendly performance and if your website can’t perform well then it cannot be on SERPs.

Why SEO content is important?

What is Format’s content?

User’s query can be about anything such as location, video, podcast, images, or text.

A format content can be presented as:

  • Video

Most people have a better understanding of video than text,

Consider using it in your content. And you can publish it on youtube and gain more traffic directly to your website.

  • Infographic

Infographic is an image that contains information on the text.

What makes it the best is easy to digest.

And your readers won’t spend much time on it, to take action.

  • Graphics

 Graphic can be an image, photo, illustration.

And it ranks pretty well on SERPs.

When you use the right image tags (like fitness, running, bodybuilding), you will get traffic from google.

  • Text

The most popular content use by websites.

Text can be fast to read and understand.

Users can search on google “how to become a writer” and even google will give many suggestions, the first solution on top will be “to become a writer, you need to write”.

How easy to digest this solution is.

A text can contain lists: the list helps the users to exploit something.

Long-form guide: as this article, a guide helps someone to learn more about what is seeking in long-form.

Tables: a content can use tables to separate each problem and its solution.

  • Audio

If you don’t want to read and watch, at least you can listen.

And it ranks pretty well on google.

  • ebooks

Ebook can be defined as an online book.

Can be downloaded, in a pdf format.

Brands use ebooks as a guideline because something they can’t cover the whole guide in an article

So they tend to write an ebook to give it away for free or for selling.

SEO on social media

We learn in off-page SEO when your content. Brand’s name is shared on the social platform it sends to google a signal that your website is authoritative.

Even if is a minor factor ranking on google, the more your content is share, comment in a positive way can add impact on your website page.

When your get engagement in your social platform as Facebook, LinkedIn, Instagram…. Google gets a signal from that platform and when there are many positive sentiments, the algorithm finds your content relevant to the user’s query.

Is important to use SEO methods in social media?

Besides, your digital marketing strategy must come from social media platform, and when you create content and engage with your audience in social media grows your reputation, brand awareness, and audience’s trust.

Most likely you won’t just be dependent on the search engines to send your audience but on others, the is social media too.

Keep your social media up to date, provide help, and engage with your audience.


SEO is a vast topic, the best way to become an expert is to practice and create strategies and try along with your journey.

Google makes updates every time and when one of your digital marketing strategy tools is SEO.

Before you start leads everywhere you need to give them something first.

Help them.

They have questions that need answers. 

Use every social media platform you can to help them. And when your brands start to supply user demands, it will bring traffics to your website.

You know how google work, proves Google that your content is relevant, authoritative, and trustworthy.


1. What is SEO?

SEO is a digital marketing strategy to prove to Google that your content page is trustworthy and can be used on SERPs

2. What is a keyword in SEO?

The keyword is a word or phrase used by the user intent to search query on a search engine.

3. What is the Google algorithm

Google algorithm is a system used by Google to find, rank the most relevant pages on Seo.

4. How does the Google ranking factor work?

Google ranking factors work in two ways on-page SEO and off-page SEO. When two are combined, the website gets more authoritative for Google.

5. Why do we need technical SEO?

If we need google to crawl and index our content we mu

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