Search Engine Optimization Basics: Get Your Website Found on Google

You’ve built a beautiful website for your business, but there’s one problem: nobody can find it. You’re not alone. Millions of websites sit in digital obscurity because their owners don’t understand how search engines work. The good news? You don’t need a computer science degree to get your website noticed by Google and other search engines.

Search Engine Optimization (SEO) might sound intimidating, but it’s really just about making your website helpful and easy to understand – both for your visitors and for search engines. Think of it as organizing your digital storefront so customers can find exactly what they’re looking for, while also making it easy for Google to recommend your business to people searching for your products or services.

What Is SEO and Why Should You Care?

SEO is the practice of improving your website so it appears higher in search engine results when people look for businesses like yours. When someone types “coffee shop near me” or “best plumber in Denver” into Google, you want your business to show up on that first page of results.

Here’s why this matters: 75% of people never scroll past the first page of search results. If your website appears on page two or beyond, you might as well be invisible. But when you rank well, you get free, targeted traffic from people actively searching for what you offer.

Consider two competing restaurants. Restaurant A has a beautiful website but ranks on page three for “Italian restaurant downtown.” Restaurant B has a simpler site but ranks third on page one for the same search. Which one do you think gets more customers? Restaurant B wins every time, despite having the less impressive website.

How Search Engines Actually Work

Before diving into tactics, it helps to understand what Google is trying to do. Google’s job is to provide the most helpful, relevant results for each search query. To do this, Google’s automated systems (called “crawlers” or “bots”) constantly scan websites across the internet, analyzing their content and determining what each page is about.

When someone searches for something, Google’s algorithm considers hundreds of factors to decide which websites to show and in what order. These factors include:

• How well your content matches what the person is searching for
• How trustworthy and authoritative your website appears
• How fast your website loads and how easy it is to use
• How many other reputable websites link to yours
• Whether your website works well on mobile devices

Think of Google as a librarian trying to help someone find the perfect book. The librarian considers the book’s content, its popularity, how well-organized it is, and recommendations from other trusted sources before making a suggestion.

Keyword Research: Understanding What People Search For

Keywords are the words and phrases people type into search engines. Understanding what your potential customers are searching for is the foundation of effective SEO.

Start by brainstorming terms related to your business. If you’re a wedding photographer, people might search for “wedding photographer,” “bridal photography,” “engagement photos,” or “wedding pictures.” But they might also search for more specific terms like “outdoor wedding photographer Portland” or “affordable wedding photography packages.”

Use tools like Google’s Keyword Planner (free with a Google Ads account) or paid tools like SEMrush to discover what people actually search for. You’ll often find surprising results. For example, a bakery owner might discover that “birthday cake delivery” gets searched more often than “custom birthday cakes.”

Focus on a mix of broad and specific keywords. Broad keywords like “dentist” have lots of competition, but specific phrases like “pediatric dentist accepting new patients” might be easier to rank for and attract more qualified visitors.

On-Page SEO: Optimizing Your Website Content

On-page SEO involves optimizing individual pages on your website to rank better and attract more relevant traffic. Here are the key elements to focus on:

Title Tags and Meta Descriptions

Your title tag is like a book’s title – it tells search engines and users what your page is about. Each page should have a unique, descriptive title that includes your main keyword naturally. Keep titles under 60 characters so they don’t get cut off in search results.

Good title: “Emergency Plumbing Services in Austin | 24/7 Repairs” Poor title: “Services | Austin Plumbing Company”

Meta descriptions are the short summaries that appear under your title in search results. While they don’t directly affect rankings, a compelling meta description can convince more people to click on your result. Keep them under 160 characters and include a clear benefit or call to action.

Header Tags and Content Structure

Use header tags (H1, H2, H3) to organize your content logically. Your H1 tag should contain your main keyword and clearly describe what the page is about. Use H2 and H3 tags for subheadings to break up your content and make it easier to read.

Think of headers like an outline for a school essay. They help both readers and search engines understand your content’s structure and main points.

Content Quality and Keyword Integration

Write content that genuinely helps your audience. Google has become sophisticated at recognizing thin, keyword-stuffed content that doesn’t provide real value. Instead, focus on answering questions your customers commonly ask.

For example, a fitness trainer might create pages about “How to lose weight after 40,” “Best exercises for lower back pain,” or “Meal prep ideas for busy professionals.” Each page should thoroughly address the topic while naturally incorporating relevant keywords.

Don’t force keywords into every sentence. If you’re writing about dog grooming services, use variations like “pet grooming,” “dog bathing,” and “canine care” naturally throughout your content.

Image Optimization

Images make your website more engaging, but they need to be optimized for search engines. Use descriptive file names instead of generic ones like “IMG_1234.jpg.” A pet store might name an image “golden-retriever-puppy-food.jpg” instead.

Add alt text to describe what’s in each image. This helps search engines understand your images and makes your website more accessible to visually impaired users. Alt text should be descriptive but concise: “Happy golden retriever eating from a blue food bowl” rather than just “dog.”

Technical SEO: The Behind-the-Scenes Essentials

Technical SEO involves optimizing your website’s infrastructure to help search engines crawl and index your content effectively. While some technical aspects require professional help, business owners can address several key areas:

Website Speed

Page speed directly impacts both user experience and search rankings. Google has stated that site speed is a ranking factor, and slow websites frustrate visitors who might leave before your page even loads.

Test your website speed using Google’s PageSpeed Insights tool. It will provide specific recommendations for improvement. Common speed issues include:

• Large, unoptimized images
• Too many plugins or widgets
• Poor web hosting
• Excessive code or scripts

Mobile Responsiveness

More than half of all web searches now happen on mobile devices. Google uses mobile-first indexing, meaning it primarily looks at the mobile version of your website when determining rankings.

Your website should automatically adjust to different screen sizes and be easy to navigate on phones and tablets. Test your site on various devices or use Google’s Mobile-Friendly Test tool.

SSL Certificate

An SSL certificate encrypts data between your website and visitors’ browsers, showing a padlock icon in the address bar. Google considers SSL certificates a ranking factor and warns users when they visit non-secure sites.

Most web hosting companies offer SSL certificates, often for free. If you see “http://” instead of “https://” in your website address, you need an SSL certificate.

Local SEO: Dominating Your Geographic Area

If you serve customers in specific geographic areas, local SEO is crucial. Local search results appear when people search for businesses “near me” or in specific cities.

Google My Business

Claim and optimize your Google My Business listing. This free tool allows you to manage how your business appears in Google Search and Google Maps. Complete your profile with:

• Accurate business name, address, and phone number
• Business hours and holiday schedules
• High-quality photos of your business, products, or services
• Regular posts about promotions, events, or news
• Responses to customer reviews

Local Keywords

Incorporate location-based keywords into your content naturally. Instead of just targeting “hair salon,” target “hair salon in downtown Seattle” or “best hair salon Capitol Hill.”

Create location-specific pages if you serve multiple areas. A cleaning service might have separate pages for “house cleaning in Portland” and “house cleaning in Beaverton,” each with unique content relevant to that area.

Online Reviews

Encourage satisfied customers to leave reviews on Google, Yelp, and other relevant platforms. Respond to all reviews professionally, thanking customers for positive feedback and addressing concerns in negative reviews.

Reviews influence both search rankings and customer decisions. A business with 50 four-star reviews will typically outperform a competitor with 5 five-star reviews.

Link Building: Building Your Website’s Authority

Links from other websites to yours are like votes of confidence. When reputable websites link to your content, search engines view your site as more trustworthy and authoritative.

Creating Link-Worthy Content

The best way to earn links is to create content that other websites want to reference. This might include:

• Comprehensive guides or tutorials
• Original research or surveys
• Useful tools or calculators
• Infographics or visual content
• Expert opinions on industry topics

A local restaurant might create a guide to “The Best Date Night Spots in [City]” that includes their restaurant alongside other businesses. Other websites might link to this guide as a helpful resource.

Building Relationships

Develop relationships with other businesses, industry publications, and local organizations. Participate in community events, sponsor local sports teams, or contribute expert insights to industry blogs.

Guest posting on relevant websites can also earn valuable links, but focus on providing genuine value rather than just promoting your business.

Avoiding Link Schemes

Don’t buy links or participate in link exchanges solely for SEO purposes. Google can penalize websites that engage in manipulative link building. Focus on earning links naturally through great content and genuine relationships.

Measuring Your SEO Success

SEO is a long-term strategy, and results don’t happen overnight. Most websites see significant improvements within 3-6 months of consistent SEO efforts. Here’s how to track your progress:

Google Analytics

This free tool shows how people find and use your website. Key metrics to monitor include:

• Organic search traffic (visitors from search engines)
• Top-performing pages
• Bounce rate (percentage of visitors who leave immediately)
• Conversion rate (percentage of visitors who take desired actions)

Google Search Console

Another free Google tool that shows how your website performs in search results. You can see:

• Which keywords bring traffic to your site
• How often your pages appear in search results
• Technical issues that might hurt your rankings
• Which websites link to yours

Ranking Tracking

Monitor your rankings for important keywords, but don’t obsess over daily fluctuations. Focus on long-term trends and overall traffic growth rather than specific ranking positions.

Common SEO Mistakes to Avoid

Even well-intentioned business owners can hurt their SEO efforts. Here are common mistakes to avoid:

Keyword Stuffing

Cramming keywords into every sentence makes your content difficult to read and can trigger Google penalties. Write naturally for humans first, then optimize for search engines.

Duplicate Content

Having identical content on multiple pages confuses search engines and dilutes your ranking potential. Each page should have unique, valuable content.

Ignoring Mobile Users

With mobile-first indexing, a website that doesn’t work well on mobile devices will struggle to rank well in any search results.

Expecting Instant Results

SEO takes time. Businesses that expect overnight success often abandon effective strategies too early or resort to risky tactics that can harm their long-term success.

Neglecting Local SEO

If you serve local customers, ignoring local SEO means missing out on highly targeted traffic from people ready to visit your business.

Frequently Asked Questions

How long does SEO take to work? Most websites see initial improvements within 3-6 months, with significant results often taking 6-12 months. SEO is a long-term investment, not a quick fix.

Can I do SEO myself, or do I need to hire someone? Basic SEO is definitely something you can learn and implement yourself. However, technical SEO, advanced link building, and comprehensive strategies often benefit from professional expertise.

How much should I spend on SEO? This depends on your business size, competition, and goals. Many small businesses can see good results with 5-10 hours of monthly SEO work, whether done in-house or outsourced.

Do I need to update my website content regularly? Fresh, updated content can help your SEO, but quality matters more than frequency. It’s better to publish one excellent article monthly than four mediocre ones weekly.

What’s the difference between SEO and paid advertising? SEO generates “organic” traffic through unpaid search results, while paid advertising (like Google Ads) places your website in sponsored positions. SEO takes longer but provides lasting results, while paid ads deliver immediate traffic but stop when you stop paying.

How do I know if my SEO is working? Track metrics like organic search traffic, keyword rankings, and most importantly, business results like leads, sales, or inquiries generated from your website.

Getting Started with Your SEO Journey

SEO might seem overwhelming at first, but remember that every expert started as a beginner. Focus on the fundamentals: create helpful content, optimize your website structure, and build your local presence. Small, consistent improvements add up to significant results over time.

Start with the basics covered in this guide, then gradually expand your knowledge and efforts. The investment in learning SEO will pay dividends as your website begins attracting more qualified visitors who are actively searching for what you offer.

If you find yourself struggling with the technical aspects or need help developing a comprehensive SEO strategy, consider working with experienced professionals who can accelerate your progress while you focus on running your business. At Peregrine Pixels, we help business owners navigate the complexities of SEO and build websites that not only look great but also perform well in search results.