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  • Writer's pictureYejun Lee

How to Run SEO Accurately


In today's digital landscape, having a strong online presence is essential for the success of any business, regardless of its size or industry. Search Engine Optimization (SEO) plays a crucial role in helping businesses improve their visibility and attract organic traffic from search engines like Google. However, navigating the complexities of SEO can be daunting for small businesses with limited resources and expertise. This comprehensive guide aims to demystify the world of SEO and provide actionable insights for small business owners to run SEO campaigns accurately and effectively. Whether you're new to SEO or looking to enhance your existing strategies, this guide will equip you with the knowledge and tools needed to boost your website's ranking and drive sustainable growth for your business.

Understanding SEO Fundamentals

SEO, or Search Engine Optimization, is the process of optimizing a website to improve its visibility and ranking in search engine results pages (SERPs). At its core, SEO revolves around understanding and catering to the algorithms used by search engines like Google to determine the relevance and authority of web pages. Key SEO fundamentals include on-page optimization, off-page optimization, technical SEO, and local SEO.

On-page optimization focuses on optimizing individual web pages to rank higher and attract relevant organic traffic. This involves optimizing elements such as title tags, meta descriptions, headings, content, and images to align with target keywords and provide valuable information to users. Off-page optimization, on the other hand, involves building the website's authority and credibility through strategies such as link building, social media engagement, and online reputation management. Technical SEO refers to optimizing the technical aspects of a website, such as site speed, mobile-friendliness, and crawlability, to ensure optimal performance and user experience. Finally, local SEO targets local search queries and aims to improve visibility for businesses in specific geographic locations, making it essential for brick-and-mortar establishments looking to attract local customers. Understanding these fundamental aspects of SEO is crucial for small business owners to effectively optimize their websites and improve their online presence.

Keyword Research and Analysis

Keyword research is a fundamental aspect of SEO, as it lays the groundwork for optimizing a website's content to attract organic traffic. The process involves identifying and analyzing the search terms that users enter into search engines when looking for information related to a business's products, services, or industry. Effective keyword research begins with understanding the target audience and their search intent, as well as conducting competitor analysis to identify relevant keywords and topics.

Once target keywords have been identified, thorough analysis is needed to determine their potential effectiveness and relevance to the business. This involves evaluating factors such as search volume, competition level, and keyword difficulty to prioritize keywords that offer the best opportunities for ranking and driving traffic. Keyword research tools like SEMrush, Ahrefs, and Google Keyword Planner can provide valuable insights into keyword metrics and trends, helping businesses make informed decisions about which keywords to target in their SEO efforts.

In addition to analyzing traditional keywords, businesses should also consider long-tail keywords and semantic variations to capture more specific search queries and target niche audiences. Long-tail keywords are longer, more specific phrases that typically have lower search volume but higher conversion potential, making them valuable for attracting qualified leads. Semantic variations, on the other hand, refer to different ways of expressing the same concept or idea, allowing businesses to optimize their content for a broader range of search queries. By conducting thorough keyword research and analysis, businesses can identify the most relevant and effective keywords to optimize their website's content and improve their search engine visibility.

On-Page SEO Optimization

On-page SEO optimization involves optimizing individual web pages to improve their visibility and relevance to search engines. This process focuses on optimizing various on-page elements to ensure they align with target keywords and provide valuable information to users. Key components of on-page SEO optimization include optimizing title tags, meta descriptions, headings, and content, as well as ensuring technical elements like URLs and internal linking are optimized for search engines.

Title tags and meta descriptions are HTML elements that appear in search engine results and play a crucial role in attracting clicks from users. Optimizing these elements involves incorporating target keywords and creating compelling, descriptive content that entices users to click through to the website. Similarly, optimizing headings involves using relevant keywords and structuring content in a hierarchical manner to improve readability and signal the importance of different sections to search engines. Additionally, optimizing content involves creating high-quality, informative content that satisfies user intent and provides value to readers, while also incorporating relevant keywords naturally throughout the text. By focusing on these on-page optimization strategies, businesses can improve their website's search engine visibility and attract more organic traffic.

Off-Page SEO Strategies

Off-page SEO refers to optimization efforts conducted outside of the website itself to improve its visibility and authority in search engine results pages (SERPs). While on-page SEO focuses on optimizing elements within the website, off-page SEO is primarily concerned with building the website's reputation and credibility through external factors such as backlinks, social signals, and online mentions. Key off-page SEO strategies include link building, social media engagement, and online reputation management.

Link building is a critical aspect of off-page SEO, as it involves acquiring links from other websites back to your own. Backlinks act as "votes of confidence" from other sites, signaling to search engines that your website is authoritative and trustworthy. Strategies for acquiring backlinks include guest posting, creating valuable content that others naturally want to link to, and reaching out to relevant websites to request backlinks. Additionally, social media engagement plays a crucial role in off-page SEO by increasing brand visibility, driving traffic to the website, and generating social signals that indicate relevance and popularity to search engines. By actively engaging with your audience on social media platforms and sharing valuable content, businesses can improve their off-page SEO and enhance their overall online presence.

Technical SEO Considerations

Technical SEO refers to the optimization of the technical aspects of a website to improve its search engine visibility and user experience. These considerations focus on ensuring that search engine crawlers can efficiently crawl and index the website, as well as optimizing technical elements to enhance site performance and user satisfaction. Key technical SEO considerations include site speed optimization, mobile-friendliness, and ensuring proper indexing and crawlability.

Site speed optimization is crucial for both user experience and search engine rankings. Slow-loading websites can lead to higher bounce rates and decreased user engagement, negatively impacting search engine rankings. To improve site speed, businesses should optimize images, minify CSS and JavaScript files, leverage browser caching, and consider using a content delivery network (CDN) to deliver content more efficiently to users. Additionally, ensuring that the website is mobile-friendly is essential, as mobile devices account for a significant portion of internet traffic. Mobile-friendly websites are favored by search engines and provide a better user experience, leading to higher rankings and increased organic traffic.

Another critical aspect of technical SEO is ensuring proper indexing and crawlability of the website by search engine bots. This involves optimizing robots.txt files to instruct search engine crawlers on which pages to crawl and which to avoid, as well as implementing XML sitemaps to help search engines understand the website's structure and hierarchy. Additionally, businesses should use canonical tags to prevent duplicate content issues and ensure that search engines index the preferred version of a page. By addressing these technical SEO considerations, businesses can improve their website's visibility and user experience, ultimately driving more organic traffic and achieving higher search engine rankings.

Local SEO Optimization

Local SEO optimization is essential for businesses targeting local customers or operating in specific geographic areas. This strategy focuses on optimizing a website's online presence to improve visibility in local search results and attract nearby customers. Key aspects of local SEO optimization include optimizing Google My Business listings, local citations, and generating positive reviews.

One of the primary components of local SEO optimization is optimizing Google My Business (GMB) listings. This involves claiming and verifying the business listing on Google, ensuring that all information is accurate and up-to-date, and optimizing the listing with relevant keywords and photos. By optimizing GMB listings, businesses can increase their visibility in Google's local pack and Google Maps, making it easier for nearby customers to find and contact them. Additionally, building local citations—mentions of the business name, address, and phone number (NAP) on other websites and online directories—helps improve the website's local authority and credibility, further boosting its visibility in local search results. By implementing these local SEO strategies, businesses can enhance their online presence and attract more customers from their local area.

Measuring and Analyzing SEO Performance

Measuring and analyzing SEO performance is crucial for evaluating the effectiveness of optimization efforts and identifying areas for improvement. Key performance metrics include organic traffic, keyword rankings, conversion rates, and user engagement metrics. Businesses can use tools like Google Analytics and Google Search Console to track these metrics and gain insights into their website's SEO performance.

Google Analytics provides valuable data on website traffic sources, user behavior, and conversions, allowing businesses to monitor organic traffic trends, identify top-performing pages, and track the effectiveness of SEO campaigns. Similarly, Google Search Console offers insights into how Google perceives and ranks the website, providing data on keyword rankings, crawl errors, and website indexing status. By regularly analyzing these metrics, businesses can assess the impact of their SEO efforts, identify opportunities for optimization, and make data-driven decisions to improve their website's search engine visibility and performance.


In conclusion, mastering SEO is essential for small businesses to enhance their online presence, attract organic traffic, and drive sustainable growth. By understanding and implementing key SEO strategies, such as keyword research, on-page optimization, off-page optimization, technical SEO, and local SEO, businesses can improve their search engine visibility and compete effectively in today's digital landscape. Regularly measuring and analyzing SEO performance allows businesses to identify areas for improvement and refine their strategies over time. With dedication and a comprehensive understanding of SEO fundamentals, small businesses can achieve long-term success and thrive in the competitive online marketplace.

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Works Cited:

Moz. "Beginner's Guide to SEO."

Backlinko. "SEO Tools: The Complete List (2021 Update)."

Neil Patel. "What Is SEO? Learn SEO Basics & Optimize Your Site."

Search Engine Journal. "SEO Basics: A Beginner's Guide to SEO."

Semrush. "How to Do Keyword Research: A Comprehensive Guide."

HubSpot. "SEO Marketing Strategy: Tips for Success in 2021."

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