SEO: A Beginner’s Guide for New Business Owners & Website Developers
For many new business owners and emerging website developers, SEO (Search Engine Optimization) can feel overwhelming—an intimidating, highly technical task that’s easy to push aside. While some of the more complex aspects of SEO might require specialized expertise, the rise of accessible SEO tools and platforms has made it easier than ever for small businesses and solo entrepreneurs to implement effective search engine optimization strategies.
To help simplify the process, the DigiTotal team has created a series of foundational articles, breaking down core digital marketing strategies and platforms like SEO, remarketing, and Google Analytics. By starting with the basics and gradually exploring more advanced topics, we aim to equip in-house marketers and busy entrepreneurs with the knowledge to improve their digital marketing efforts.
This article, crafted by our SEO, will dive into the three essential types of SEO that form the backbone of any successful digital marketing strategy.
Understanding Search Engine Optimization (SEO)
While SEO may seem like a well-trodden concept, it’s worth revisiting the basics. If you’re in eCommerce, offer services, or aim to engage audiences globally, chances are your business operates on a globalized website.
Here’s the gist: Your initial website might have been designed for an Australian audience, using Commonwealth English and spelling. But as your business expands internationally, you or your web team might have localized the content for different markets. For example, U.S. visitors would see the site in American English.
Why does this matter for SEO?
- Connection with your audience: People are more likely to engage with content that feels local and familiar.
The spelling debate: You’ll encounter variations like “optimisation” (Commonwealth English) versus “optimization” (American English). These differences are more than just cosmetic—they can influence your SEO.
Commonwealth vs. American English in SEO
The spelling choice of keywords and the SEO tools you use should align for optimal results. For instance, if your business is based in Australia or the UK, you might use “optimisation” instead of “optimization.”
When optimizing with SEO tools, be aware of the spelling conventions in the content you’re producing. If you choose keywords like “best dining room colour” based on Commonwealth English, make sure your SEO platform recognizes this and doesn’t default to American spelling.
Takeaway: Spelling matters. Be mindful of whether your tools account for both variations, or you might see your SEO score suffer.
The 3 Core Types of SEO and Their Roles
Now that we’ve covered the basics of spelling and language conventions, let’s dive into the three essential types of SEO: On-Page SEO, Off-Page SEO, and Technical SEO.
On-page SEO refers to the elements on your website that you can optimize directly. From your content and images to your choice of keywords and how they’re placed, everything on the page can affect your rankings.
Key on-page SEO factors include:
- Content: Quality content that is both informative and engaging for users.
- Meta Data: Titles, descriptions, and meta tags.
- Alt-Image Text: Optimized image descriptions to improve search engine crawling.
- Page Speed: Faster pages result in a better user experience and are favored by search engines.
By optimizing these elements, you make your website more attractive to search engines, ultimately improving your rankings.
Off-page SEO focuses on actions taken outside your website to improve its visibility and ranking. This typically involves building your website’s reputation and authority through external sources, which search engines use to determine how trustworthy and relevant your site is.
Common off-page SEO tactics include:
- Backlinks: Links from reputable, relevant websites pointing to your content.
- Guest Posts: Publishing articles on external websites to increase visibility and drive traffic.
- Social Media: Engagement on platforms like Facebook, Twitter, and LinkedIn can influence traffic and indirectly affect SEO.
Off-page SEO helps attract more traffic, build your website’s authority, and signal to search engines that your content is valuable.
Technical SEO is the more advanced aspect of SEO that focuses on optimizing the infrastructure of your website to help search engines crawl and index your site more effectively.
This type of SEO often involves:
- Website Speed: Ensuring fast loading times.
- XML Sitemaps: Helping search engines understand the structure of your website.
- Canonicalization: Avoiding duplicate content issues.
- Structured Data (Schema Markups): Helping search engines understand the context of your content.
Technical SEO is best handled by experienced marketers or dedicated SEO teams since it often requires more advanced knowledge and tools.
When to Use Each Type of SEO?
With an understanding of the three types of SEO, let’s take a closer look at when and how to use each:
- On-Page SEO: Focus on on-page SEO when you want to enhance the user experience and optimize content that is directly within your control. If you’re working on improving individual page rankings, on-page SEO is the most immediate way to make a difference.
- Off-Page SEO: Use off-page SEO to build your site’s credibility and attract traffic from external sources. It’s particularly useful for brand awareness and growing your online presence beyond your website, increasing your site’s authority and relevance in your industry.
- Technical SEO: Implement technical SEO when you’re looking to optimize the overall performance of your website, such as improving site speed or ensuring proper indexing. It’s more complex but essential for long-term SEO success, especially if you have a large or highly dynamic website.
A Word on SEO Ethics: White Hat vs. Black Hat
While diving into SEO, it’s crucial to follow ethical guidelines to ensure sustainable and effective results.
- Black Hat SEO: Involves using manipulative tactics like keyword stuffing or acquiring backlinks from irrelevant sites to artificially boost rankings. These practices can lead to penalties from search engines like Google, ultimately damaging your site’s reputation.
- White Hat SEO: These are the ethical techniques endorsed by Google. White hat SEO includes practices like publishing high-quality, relevant content, optimizing for user experience, and building backlinks from reputable sources. Adhering to these guidelines will help your site rank higher and remain in good standing with search engines.
Always follow White Hat SEO methods to ensure long-term success.
When to Bring in an SEO Expert?
Feeling overwhelmed? It’s understandable. SEO can be a detailed process that requires ongoing refinement and strategy. While beginner-friendly tools have made it easier for new business owners and marketers to handle the basics, there are times when it’s worth bringing in a professional.
If you’re just starting out and have a limited budget, platforms like Wix, WordPress, or Squarespace offer easy-to-use SEO tools. But as your business grows, or if you’re looking to scale your marketing efforts, it might be time to enlist the help of an SEO expert.
Whether you choose to outsource your SEO to an agency or hire an in-house expert, an experienced team can help refine your strategy, boost your rankings, and increase organic traffic to your site.
Learn More About SEO with DigiTotal
Whether you’re new to SEO or looking to refine your existing strategy, the right approach can yield impressive results. At DigiTotal, we provide valuable resources and insights to help businesses like yours succeed in the world of digital marketing.
Interested in learning more about on-page SEO, off-page SEO, and the best beginner-friendly SEO tools? Keep following the DigiTotal blog for in-depth guides, tips, and strategies that will help you take your SEO efforts to the next level.
Need expert help with your SEO? Contact the DigiTotal team today, and let us help you enhance your website’s performance and drive more organic traffic.
