SEO Basics: How to Master Basic SEO for Your Website [UPDATED]

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Let’s be honest; SEO doesn’t always have the best reputation, but that doesn’t need to be the case.

The process of carrying out SEO has changed a lot over the years, but the fundamentals remain the same. If your site is fast, user-friendly, and delivers the right content, search engines will reward you.

In this article, we will explore the SEO basics that every business or website owner needs to know, from technical must-haves to content strategies that actually work.

Whether you’re running an eCommerce store, a business website, or a blog, mastering basic SEO is what separates websites that get buried in search results from those that attract visitors, build traffic, and convert those visitors into sales.

Why SEO basics matter for every business

SEO is free advertising.

When someone searches for a product, service, or answer, your goal is to be one of the first results they see.

Think about your own search habits. When was the last time you went to page 2 of Google? Probably never.

In fact, 75% of users don’t scroll past the first page (source studycountry.com). This means if you’re not on page 1, you’re missing out on potential visitors.

An effective SEO strategy:

• Puts your business in front of the right audience
• Increases organic traffic (without paying for ads)
• Helps build long-term credibility and trust

Ignoring SEO isn’t an option. If your competitors are doing it better, they’re getting the clicks you should be getting.

By following the SEO basics we’ll outline here, you will enjoy success safely and without breaking any rules.

Search engines matter: and Google is king

Google is still the king of search, handling over 90% of global searches (source gs.statcounter.com) as of February 2025.

While Bing and other search engines exist, Google leads the way, and its algorithm decides who ranks at the top and who doesn’t.

Bing SEO vs Google SEO [UPDATED]

But here’s the catch. Google’s rules change constantly. Updates roll out multiple times a year, and websites that don’t adapt can see rankings (and traffic) vanish overnight. That’s why sticking to the SEO basics that Google values (and has always valued) is the smartest long-term strategy.

As with any monopoly, Google being the leader can be a blessing and a curse. As Google is the undisputed lord and master of search engines, it means you can focus all your SEO attention on pleasing this monolith without worrying too much.

Alas, Google can be a harsh mistress. You need to be on the ball. We’ve seen sites promoted in one month but demoted the next. This is how fast things can change, which can have a hugely beneficial or detrimental impact on any business.

Speed matters: a slow website kills search rankings

The first of our actionable SEO basics is noting that the speed of your website is important to page ranking.

Your website needs to load fast. If it takes longer than 2–3 seconds, most users will leave, causing high bounce rates, which Google sees as a red flag.

If visitors are bouncing from your site, it suggests that you are not providing them with what they need.

So make sure you:

🔹 Check your speed with Google PageSpeed Insights
🔹 Fix slow load times by enabling caching, compressing images, reducing unnecessary plugins, and using fast hosting
🔹 Mobile speed is even more important – most traffic now comes from phones, and Google takes a mobile-first approach to indexing and ranking websites

A faster website doesn’t just help rankings; it keeps visitors engaged, lowers bounce rates, and increases conversions.

Follow the above steps to make sure your website speed and SEO are working hand-in-hand.

Search intent: understanding what users want and when they want it

Ranking position 1 on Google is pointless if you target the wrong keywords.

The key is to understand search intent:

Search Intent for SEO: Understanding Search, User & Keyword Intent [UPDATED]

This means understanding what users actually want when they search.

Nobody uses Google to kill time in the same way they do social media sites or Wikipedia. Google’s aim is to provide the best answer to any given search query. This means that understanding search intent is one of the most fundamental SEO basics.

Consider the three main types of search intent:

• Informational: “How to choose the best office chair” (they want knowledge, not a product)
• Navigational: “Argos office chairs” (they already know the brand/site they want)
• Transactional: “Buy ergonomic office chair online” (they’re ready to purchase)

If you’re a business, focus on transactional and high-intent searches because getting traffic doesn’t matter unless it converts into sales.

• Use Google’s “People Also Ask” to find questions your audience is asking
• Research keywords with buying intent (e.g., “best price,” “near me,” “where to buy”)
• Optimise landing pages to answer search intent quickly – users should never have to dig for answers

Successful search intent involves thinking like a user and tailoring your SEO appropriately.

If a user is keen to make a purchase, they’ll want to do so quickly. If they are searching for a vendor that offers a product or service they desire, ensure your SEO gets them to checkout quickly. Remember, a significant number of online transactions are impulse decisions. The longer you make a sales funnel from Google, the likelier a consumer is to change their mind.

Content rules: but it must be helpful (and high-quality)

Great content is still one of Google’s top ranking factors.

Google’s Helpful Content Update prioritises content written by real experts that actually helps users.

To rank well, your content should be:

• Unique – Don’t just copy what’s already ranking; be thoughtful and bring something new to the table
• Comprehensive – Consider the level of detail needed and make your content easy to scan (use subheadings & bullet points)
• Optimised for SEO – Use relevant keywords naturally, add internal links, and include alt text for images

Avoid:

• Keyword stuffing – Overusing keywords to try and game SEO
• Thin content – Short, low-value content when the user needs more
• Duplicate content – Copy and pasting content to save time

For more advice, see our SEO content creation guide and keyword optimisation tips below.

Why Good Content Matters: SEO Content Creation Guidelines [UPDATED]

Top 5 Practical SEO Keyword Optimisation Tips [UPDATED]

When it comes to impressing Google, unique, helpful and meaningful content will always carry favour.

Mobile: take a mobile-first approach to SEO

With over 60% of searches now happening on mobile (source gs.statcounter.com), Google prioritises mobile-friendly websites.

If your site isn’t responsive and fast to load on slower connections (think 3G or 4G), you’re already losing rankings.

• Make sure your site is mobile-friendly and test using tools like Bing’s Mobile Friendly Test
• Use responsive design so your site adapts to any screen size
• Make buttons and links tap-friendly (small text links frustrate mobile users)
• Optimise for speed and performance and check your core web vitals in Google Search Console

A bad mobile experience doesn’t just hurt SEO, it also kills conversions. If your site is frustrating to use on a phone, visitors won’t stick around.

Mobile users will not want to wade through pages and pages of small text on a tiny screen. They will not be happy if an uncompressed image takes up an entire page and takes forever to load. They may be using a 3G data plan rather than Wi-Fi, so cater to these users through your SEO.

Also, make sure you design for mobile users, enabling them to find answers to their questions quickly and efficiently.

Refresh your website: and do it regularly

We live in a disposable society, and nothing is truly built to last.

Sadly, this also applies to websites. No matter how good your content may be, search engines will start to ignore sites that appear stale and out-of-date.

A fresh lick of paint on your site from time to time is just basic SEO.

How to keep your SEO fresh

• Update old blog posts with new information and data
• Refresh product descriptions to keep them relevant
• Check rankings and tweak content based on what’s working
• Address spelling errors, grammar, and improve overall readability
• Fix broken links and improve your internal linking
• Add more engaging media, e.g. images, videos, and infographics

Think of it like this: if your website hasn’t changed in years, to visitors and search engines, it looks like it’s not being maintained.

Regular updates signal that your site is still relevant and valuable.

Content Refresh

Your visitors come first: focus on user experience

Ultimately, Google is concerned with recommending the very best websites to its users.

Just like you, Google has a business model. It would not retain its standing as the leader in online search if it constantly directed users to substandard sites based on their searches

Google prioritises websites that people enjoy using, and if visitors leave your site quickly, it’s a sign that something is wrong.

Factors that contribute to a good user experience include:

• Easy navigation – Users should find what they need fast (ideally in less than 3 clicks)
• Clean design – No messy pop-ups, overloaded text or cluttered layouts
• Fast interactions – Clicks should be instant, with no lag

Google tracks user behavior. If people engage positively with your site, it’s only natural to conclude that rankings will improve.

Make it fast, clear, and easy to use, and SEO will follow.

Learn more: never stop trying to improve your SEO knowledge

This isn’t the only resource for basic SEO advice.

Make sure you browse Google for other valuable resources and knowledge, including their own.

Google’s documentation

Google’s SEO guidelines:

• Google Search Essentials
• Google Search Central
• SEO Starter Guide
• Getting Started with SEO
• A guide to Google Search Ranking Systems

Google’s content guidelines:

• Creating Helpful, Reliable, People-First Content
• Quality Rater Guidelines: E-A-T gets an extra E for Experience

Google’s linking guidelines:

• Link Best Practices for Google

ChatGPT and AI chatbots

Large Language Models (LLMs) and AI chatbots like ChatGPT, Gemini, Deepseek and Claude have an absolute wealth of knowledge and can answer questions conversationally at a more nuanced level than traditional search engines.

Our blog and insights

Read more here – we have also published the guides below on simple SEO and quick wins, so feel free to take a look and see what additional nuggets of knowledge you can learn.

The Simple SEO Guide for Website Owners [UPDATED]

SEO Quick Wins, Tips & Techniques [UPDATED]

Final recap: SEO basics that actually work

Mastering basic SEO is about understanding what Google values and applying best practices consistently.

Here’s a quick recap:

• Focus on Google – It dominates search, so align with its ranking factors
• Speed matters – Slow sites lose rankings and visitors
• Target search intent – Make sure your content matches what users actually want
• Create high-quality content – spam won’t cut it, real value wins
• Optimise for mobile – If your site isn’t mobile-friendly, you’re already behind
• Keep SEO fresh – Regular updates keep you relevant
• User experience matters – Google ranks websites that users love using
• Keep learning – Search engines will continue to evolve, so must your knowledge

SEO is about making your site genuinely better for users and search engines. Follow the 8 SEO basics in this guide, and you will see your traffic and conversions grow like never before.

Want expert SEO help?

At Opace, we specialise in SEO services that drive sustainable and measurable business results. Get in touch today for hands-on support.

Image Credits – https://pixabay.com/illustrations/google-search-engine-browser-search-76517; https://pixabay.com/photos/bar-ipad-mockup-business-computer-621033; https://pixabay.com/photos/furious-upset-person-woman-angry-2514031