The fundamentals of SEO

SEO stands for Search Engine Optimization, and whilst the term encompasses all search engines, today the majority of focus is on Google.  In essence, being found in Google can make or break your business, and with such confusion and complexity around how to get your business found in such search engines this guide is here to offer the fundamentals of SEO in a way that’s easy to digest and points you in the right direction.

Of course, many people will opt to have their SEO managed by a leading SEO agency, Calibre Media for instance offer some great packages to ensure you get found by the right people in the search engines.

The first thing to bear in mind is that SEO is a huge topic that feels overwhelming to most people, even those that love internet marketing, and as there is no one size fits all strategy it’s important you get to grips with the basic principles and then tailor what you learn to your specific business and product offering.

There’s also a significant difference between Search Engine Optimisation and Social Media Marketing, as though they both have the same purpose, which is to drive people to your website in order to engage, interact and eventually purchase – they are very different in the way they work.  This article is limited to SEO and therefore will not cover aspects such as Instagram Stories or Facebook Ads.


The domain authority and page authority of a website are inextricably linked; it’s essentially a score that’s similar to a credit score, in that Moz works out a proprietary score determining how trustworthy your site is.  Just like a credit score it takes into account a number of factors, though it is mostly concerned with the quantity and quality of the inbound links to your website (i.e. other people linking to your site).  The higher your score, the more like you are to show up in Google. Page authority is the same, the only difference is that it is page-specific rather than site specific.


A lot of people become obsessed with finding the best target keywords, which are the keywords you use to describe your site and/or page which are then referenced by the search engines robots as a measure of relevance against a particular search term.  These aren’t as important today, as they used to be, however, now that Google is fueled mostly by semantic and contextual understanding – meaning the context of your content plays a bigger part today than ever before.


The term “content is king” couldn’t be more true, as this is what the main search engines are referencing today.  It’s important you are regularly updating your content, writing informative and engaging content that goes beyond marketing copy – as the contextual understanding that Google Search has, today, means it can determine what is genuinely valuable editorial content over marketing copy laced with strategic keywords designed to grab its attention.

*This is a contributed post

One thought

  1. Thanks for the great tips! I couldn’t agree more that SEO is basically GO at this point, which is why everyone tries so hard to determine Google’s algorithm.

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