The Definite Guide to Search Engine Optimization (SEO)

by David Njeri Last updated

Search Engine Optimization (SEO) is a process of producing and presenting online content in a way that fits the modern search landscape.

SEO is essential to a vibrant, successful online presence.

How does search ranking work?

Search engines run complicated computer programs known as algorithms.

Algorithms utilize search spiders to crawl the internet and rank websites with a certain given standard.

These algorithms become more complex as they continue to receive more data from search results and engagement of the users.

To understand how they assess this digital landscape it involves relevancy and reputation.


Relevancy means how well you have matched the content on your website with the desires of your audience.

Search engines are helpful as long as they link up the information people want to get.

Basically, you can achieve this by putting relevant, targeted words and phrases on your website.

If you do not mention you are an excellent SEO guide on your web page, nobody will find you when searching for ‘SEO guides.’

To drive a good SEO web traffic, make your digital presence answer the most appropriate user queries.


Typically, reputaion measures how trustworthy your content and domain may be.

Search engines use a range of factors to ascertain this.

The primary determinant is how much of an established and respected authority you appear to be on a given topic.

Apply SEO to different platforms

You can apply SEO methodologies and optimize different parts of search results. The optimization opportunities include:

  • Google my business optimization
  • App store optimization
  • Social media optimization
  • YouTube channel and video optimization
  • Third party sites and vertical search engines

All these searchable platforms are adaptable to the SEO principles. Moreover, they give you an opportunity to gain extra brand visibility.

Furthermore, when you optimize for other search experiences, content about your brand maybe pulled into standard search engine results.

Competitive Research

Analyzing search results sites for competitive topics shows much about what works or not in your business.

Essentially, always do a content audit and find content gaps or areas you want to copy.

The primary purpose is to gain more content no matter what you choose.

In addition, expand on topics that might be of great interest to your audience.

This type of research may not be the easiest. You may face challenges when you take any of these routes.

The course is worth considering since you will get to understand the needs of the audience you want to reach.

Make it mobile first

Regardless of device, great content is where to begin. Make mobile-first experiences load very fast.

Most notably, one way of achieving this is using Accelerated Mobile Pages (AMP).

It happens if you heavily rely on mobile organic traffic.

Good content that loads very fast will yield perfect results for users especially those in business.

Your SEO performance is determined by how fast or slow your pages load.

Always be testing and optimizing.

If you do not feel sure about your mobile experience, test all your pages. Our specialist at Upsalo can help you in identifying problem areas and approaches on how to optimize your web pages.

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