What is SEO, and how can I use it?

SEO is an acronym for “search engine optimization.” What does this mean? Search engine optimization refers to a practice of improving the structure of content to help search engines rank it higher in search results.

The purpose is to increase traffic and convert online visitors into customers.

For example, let’s say you write a blog post for your website. You are in the wellness industry, so you use words such as “pilates,” “aerobic,” and “nutrition.” Although those rank in the most popular keywords for the wellness industry, they aren’t unique.

Popular keywords can bring more traffic initially, but over time, it’s better to add unique keywords to the mix so you can set yourself apart from your competitors. Relevant “long tail” keywords are keywords that are longer than one word and allow you to rank higher for more specific searches.

It’s helpful to include high-volume (popular) keywords such as “pilates.” But, keep in mind that “pilates” on its own isn’t specific enough and is too popular. And as a result, your content will probably not appear in the first page of Google (or even the tenth page, quite frankly). You’ll want to build on the keyword to gain more traction, such as “pilates instructors in St. Louis,” which will lead to more users who are ready to convert. It is also good to use low-volume (unique) keywords, such as “how pilates helps with posture”, which can be used for a blog topic.

Below are 5 steps to success in using SEO strategies.

To understand who your target audience is, you can ask your viewers a question such as, “How did you discover my content?” This can give you an idea of what they searched for in order to find you.

Remember, the best SEO is when the content is relevant and helpful to your audience. So, you may want to ask them a few more questions, too, like “What others things do you want to know about my brand or the problem I solve?”

Once you understand your audience, you can determine how to create content that aligns with how they search the internet. With some research and strategy-building, you can identify whether or not the keywords you’re using are the most SEO-friendly choices. Here at Hapacity, we use an SEO tool called Semrush to help our clients understand current data on top-ranking keywords in their industry.

We also look at where your website’s domain authority stands. Domain authority (DA) is a score that estimates how well a website will rank in search engine results pages (SERPs). It’s a metric you can use to compare the ranking of your website to that of your competitor’s.

We typically audit our clients’ sites as well as your competitors’. We make sure the site loads quickly, is keyword-rich, and is easy for Google to crawl. Crawling is the process of finding new or updated pages to add to Google.

Another good tip: Make sure to consistently write and upload new content to your site to remind Google that you’re the go-to expert in your space. One blog on each of your service areas isn’t going to cut it.

Four months is a good amount of time to check back in and see if your attempts to optimize are working. You can identify improvements by looking for increased organic traffic, organic keywords, domain authority, referring domains, and backlinks.

Referring domains are important for SEO because they signal to search engines that your content is valuable and relevant. Think of referring domains as people at a job fair who refer you to another company. They are sending you elsewhere because they recognize a connection between you and another site. Referring domains are also known as linking domains because they contain backlinks to another page or website. This helps with SEO because it interconnects your content with other content on the web.

SEO is an ever-evolving phenomenon. Trending searches last week may be old news now, or maybe a new product just hit the market that would make your marketing efforts at this time pointless.

Let’s say you go to the Apple Store to fix a problem with your phone. You discover a long line because they just launched the iPhone 16. Had you gone to the Apple Store in early or mid-September, you would have gotten your technical issues taken care of right away. You wouldn’t have had to compete with nearly as many people for Apple’s services.

Timing matters, and it’s important to stay in-the-know about updates so you don’t get drowned out by your competitors.

An algorithm is a code of instructions used to perform a task. Although SEO is different from algorithms, algorithm updates can impact SEO. These updates improve the quality and relevance of search results, which sounds great until your website gets booted to the back of the line.

Algorithm updates are similar to repainting your living room with a more modern color to increase the value of the home. The nature of algorithms is ever-changing, similar to popular wall colors. However, unlike interior design trends, algorithm updates are not public knowledge. This can make it difficult to predict how something like a social media post will perform.

Although we don’t have control over algorithms, we do have control over whether or not we comply with search engine guidelines, similar to making sure your house is up-to-code. Websites are either penalized or rewarded based on how well we follow these search engine guidelines.

Following Google’s search engine guidelines can help ensure that your content survives algorithm updates. They are as follows:

Use redirects.*

Do not offend users.

Include internal links.**

Avoid duplicate content.

Avoid keyword stuffing.***

Create new content often.

Fix any errors that pop up.

Provide valuable information.

Do not mislead or deceive users.

Make sure your sources are credible.

Strive for original and unique content.

Make sure your content loads quickly.

Incorporate relevant keywords naturally.

Optimize your website for mobile devices.

Share content that is up-to-date and relevant.

Prioritize high-quality content that addresses user intent.

Use clear and concise language that is easy to understand.

* Redirects are important. If you move a page permanently to a new location, implement 301 redirects. If the move is temporary, use 302 redirects. When a user requests a page that has been removed, create a custom 404 page.

** Internal links connect one page of your website to another page on your website.

*** Keyword stuffing refers to the process of fitting as many keywords in as possible, which can lead to unnatural flow.

Mastering on-page and off-page SEO can help your website rank higher on Google. On-page SEO involves tweaking your own website. Off-page SEO involves building a presence beyond your own website.

Examples of on-page SEO include:

Header tags (H1, H2, H3)

Images with alt text (alternative text)*

Meta tags in HTML such as title tags or meta description

*Alt text helps with accessibility and makes your content more inclusive for people who can’t see the image. It can also reduce ambiguity by clearly stating the meaning of the image.

Another way to make your content more accommodating is by capitalizing the first letter of each word in the hashtag. This way, assistive devices can more easily pronounce each word in the hashtag. This also makes the hashtag easier to read, especially for people with dyslexia, cognitive struggles, or visual impairment. Capitalization can also prevent miscommunication.

For example, the hashtag #nowthatcherisdead could be read as “Now that Cher is dead” or “Now Thatcher is dead.”

Examples of off-page SEO include:

Leveraging influencer marketing

Encouraging reviews and testimonials

Participating in online forums and communities

Optimizing video content on YouTube and TikTok

Submitting your business information to online directories

Guest posting, which is creating and sharing content for external sites

Okay, that was a lot! Hopefully, you now have a better idea of what SEO is and how to use it.

Search engine optimization can be an incredibly complex and daunting practice for businesses to stay on top of. It’s about as simple as getting an egg to stand on its head without falling over.

This is why, here at Hapacity, we offer free consultations for professionals who want their content to perform better but don’t know where to start. We specialize in SEO and have the tools you need to succeed.

Just reach out at the link above. We got you! 🙂