SEO 101

In the fast-paced digital world we live in today, a strong online presence is essential for any business or individual looking to succeed. Search Engine Optimization, commonly known as SEO, is a fundamental aspect of this online presence. Whether you’re a seasoned digital marketer or a complete novice, understanding the basics of SEO is crucial. This article, SEO 101, serves as a comprehensive guide to help you grasp the fundamentals of SEO and its significance in today’s online landscape.   When we meet clients for the first time to discuss their needs they often have no idea what SEO is and how it can help their business. They know what Google is and they often know they want to rank as high as possible but they have no idea how, or why.  If they are coming to us with an existing website they are often looking to rank because they just had their site built with no planning on how the site would perform in Google.  They just expected the phone to start ringing as they now had a shiny new website.  In the following section we will explain what SEO is and why it is so important.

Instead of pumping all your budget into your website you should ensure you have budgeted for some kind of marketing afterwards.  To put this into an analogy, having your website built without any after thought on how you are going to market it would be like having a fancy flyer designed and printed but then leaving them in a box in the corner as you have no budget left to mail it to anyone. No traffic equals no conversions.

What is SEO?

Search Engine Optimization is the practice of optimizing your website or online content to enhance its visibility in search engine results. The primary goal of SEO is to improve your website’s ranking on search engine results pages (SERPs), thereby increasing organic (non-paid) traffic. Major search engines like Google, Bing, and Yahoo play a crucial role in this process, as they use algorithms to determine the relevance and authority of web pages in response to user queries.

The Importance of SEO

Why does SEO matter? The answer is simple: online visibility. When people search for information, products, or services on the internet, they usually click on one of the top results. If your website isn’t among these top results, you’ll miss out on potential visitors, customers, and revenue. SEO helps your website climb the ranks, making it more likely for people to discover your content.
The stats are always changing but as a rough estimate 33% for 1st position vs 1% for a 10th position.  So you see the higher up you are for a keyphrase the higher the click through rate (CTR).

Types of SEO

SEO can be broadly categorized into two main types: on-page SEO and off-page SEO.

On-Page SEO

On-page SEO focuses on optimizing elements directly on your website, such as:

  • -Quality content creation and optimization.
  • -Keyword research and optimization.
  • Meta tags, headings, and title optimization.
  • Image and multimedia optimization.
  • Internal linking for improved navigation.
  • Mobile-friendliness and site speed.

Off-Page SEO

Off-page SEO, on the other hand, deals with factors external to your website, which affect its authority and reputation. This includes:

  • Backlink building to establish credibility.
  • Social media marketing.
  • Online reputation management.
  • Influencer partnerships.
  • Content sharing and guest posting.

Keyword Research

Keyword research is the foundation of effective SEO. Identifying the keywords and phrases that your target audience uses when searching for your content or products is essential. There are various tools and techniques to perform keyword research, including Google’s Keyword Planner, SEMrush, and Ahrefs. These tools can help you discover relevant keywords, analyze their search volume, and assess the competition.
At Dragon Evo we use a combination of SEMRush, PowerSuite Rank Tracker and Google’s own Keyword planner to look for keyword gaps with your competition and to find new keyphrases that you might not have even thought of.  It is important to put yourself in the shoes of your searcher.  This is hugely important and often overlooked.   For example a business in the auto trade industry.  They might decide they want to rank for the keyphrase Internal Combustion Engine Components or automotive engine components.  However customers might not be searching for that. They are searching for car engine parts.   so by not putting themselves in the shoes of their customers and doing keyword research they would miss out on a whole heap of possible traffic and conversions for their products.
Content Optimization

High-quality content is the heart of SEO. After identifying the right keywords, it’s crucial to create content that is informative, engaging, and valuable to your audience. Here’s how you can optimize your content:

  • Incorporate keywords naturally throughout the content.
  • Write informative and relevant meta descriptions and titles.
  • Use appropriate headings and subheadings.
  • Maintain a clear and well-organized content structure. Decide what you keystone content is and use deep linking back to this.
  • Optimize images with descriptive alt tags.
  • Ensure your content is easy to read and mobile-friendly.

On-Page SEO Best Practices

Beyond content optimization, there are several on-page SEO best practices that can enhance your website’s performance:

  • Use clean and SEO-friendly URLs.
  • Create a responsive and mobile-friendly design.
  • Optimize site speed for a better user experience.
  • Include internal links to relevant content.
  • Implement schema markup for rich snippets.
  • Submit an XML sitemap to search engines.


Off-Page SEO Strategies

Building off-page SEO is crucial for improving your website’s authority and credibility. Key strategies include:

  • Link Building: Acquire high-quality backlinks from authoritative websites in your industry.
  • Social Media Engagement: Use social media to promote your content and engage with your audience.
  • Influencer Marketing: Collaborate with influencers to expand your reach.
  • Online Reputation Management: Monitor and manage your online brand reputation.
  • Guest Blogging: Contribute valuable content to other websites in your niche.

Technical SEO

Technical SEO deals with the backend aspects of your website that impact its performance and accessibility to search engines. Important technical SEO elements include:


  • Website Speed: Optimize load times for improved user experience and search engine ranking.
  • Mobile Optimization: Ensure that your site is mobile-friendly.
  • – Site Structure: Create a logical and organized structure for easy navigation.
  • Indexing: Ensure search engines can access and index your content efficiently.
  • HTTPS: Secure your website with SSL for better security and search engine trust.

SEO Tools

A wide array of SEO tools is available to assist in implementing and monitoring your SEO strategies. Here are some popular ones that we also use daily.

  • Google Analytics: Provides in-depth website traffic insights.
  • Google Search Console: Offers important data on how your site appears in search results.
  • SEMrush: Helps with keyword research, competitor analysis, site audits and more.
  • Ahrefs: Offers comprehensive backlink analysis and keyword tracking.
  • Moz: Provides SEO insights, including site audits and keyword research.
  • SEO Powersuite:  – SEO PowerSuite is a comprehensive software suite that provides tools for keyword research, on-page SEO, backlink analysis, and more.
  • GTmetrix: GTmetrix is a web tool that analyzes your website’s speed and performance, offering recommendations for optimization.
  • Page Speed Insights (Google): Page Speed Insights is a Google tool that assesses your web page’s speed and provides suggestions for improvement.
  • Pingdom: Pingdom is a website monitoring tool that checks uptime, response times, and offers alerts for website performance issues.

Monitoring and Reporting

Consistent monitoring and reporting are vital in SEO. Regularly check the performance of your SEO strategies and adapt them as necessary.
You can monitor these metrics using the tools we mentioned above.
Key metrics to monitor include:

  • Organic traffic and keyword rankings.
  • Click-through rates (CTR) in search results.
  • Conversion rates.
  • Bounce rate and time-on-site.
  • Backlink quality and quantity.


SEO and Content Marketing

SEO and content marketing are deeply interconnected. Content marketing is the practice of creating valuable and relevant content to attract and engage a target audience. SEO ensures that this content is discoverable and reaches its intended audience. Together, they form a powerful strategy for building an online presence and increasing traffic.

The Future of SEO

SEO is an ever-evolving field. As search engines become more sophisticated, the future of SEO will likely involve voice search optimization, artificial intelligence, and machine learning. Staying updated with industry trends and adapting to new technologies is crucial to maintain a competitive edge.

SEO is an integral part of today’s digital landscape. By mastering the basics of SEO, you can significantly enhance your online presence and drive more traffic to your website or content. This SEO 101 guide has provided a comprehensive overview of search engine optimization, from its fundamental concepts to advanced strategies. Keep in mind that SEO is a dynamic field, and continuous learning and adaptation are essential to staying at the forefront of search engine rankings. As you continue your journey in the world of SEO, remember that the key to success lies in creating high-quality, user-friendly, and search engine-friendly content.