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DIY SEO Basics: The Definitive Guide

Congratulations! You’ve got a stellar new website, but now what? Well, you probably want to start thinking about Search Engine Optimization (SEO), so your site will show up in search engines. Investing in an effective website is pointless if no one can find it.
May 1, 2024
How To

Congratulations! You’ve got a stellar new website, but now what? Well, you probably want to start thinking about Search Engine Optimization (SEO), so your site will show up in search engines. Investing in an effective website is pointless if no one can find it.

In the digital landscape, where competition is fierce and attention spans are fleeting, mastering SEO is essential for business owners looking to thrive online. With the right strategies and tools, you can enhance your website’s visibility, attract more organic traffic, and ultimately, grow your brand. In this comprehensive guide, we’ll walk you through the fundamentals of DIY SEO, empowering you to take control of your online presence and achieve lasting success.

Understanding SEO Basics

Before diving into the nitty-gritty of SEO tactics, it’s crucial to grasp the fundamental principles behind it. At its core, SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs) for relevant keywords and phrases. By aligning your content with the intent of searchers and adhering to search engine guidelines, you can improve your chances of being discovered by your target audience.

Keyword Research: The Foundation of SEO

Keyword research lays the foundation for your SEO strategy. Start by identifying the terms and phrases that potential customers are likely to use when searching for products or services like yours. Tools like Google Keyword Planner, SEMrush, and Moz Keyword Explorer can help you uncover valuable insights into search volume, competition, and user intent. Aim for a mix of high-volume keywords and long-tail keywords that are more specific and less competitive.

On-Page Optimization Techniques

Once you’ve identified your target keywords, it’s time to optimize your website’s on-page elements to align with them. Here are some key areas to focus on:

1. Title Tags and Meta Descriptions

Craft compelling title tags and meta descriptions that accurately describe the content of each page while incorporating your target keywords. Keep them concise, informative, and engaging to entice users to click through to your site.

2. High-Quality Content

Create high-quality, relevant content that addresses the needs and interests of your target audience. Incorporate your target keywords naturally throughout your content, but avoid keyword stuffing, which can harm your site’s credibility and user experience.

3. URL Structure

Optimize your URL structure to be both user-friendly and search engine-friendly. Use descriptive, keyword-rich URLs that provide users and search engines with a clear understanding of the content of each page.

4. Heading Tags

Utilize heading tags (H1, H2, H3, etc.) to organize your content and signal its hierarchy to search engines. Include your target keywords in your headings where appropriate, but prioritize readability and user experience.

5. Image Optimization

Optimize your images for search engines by using descriptive filenames, alt text, and captions that include relevant keywords. This not only improves accessibility but also provides additional opportunities for your content to appear in image search results.

Off-Page Optimization Strategies

In addition to on-page optimization, off-page factors also play a significant role in determining your website’s search engine rankings. Here are some off-page optimization strategies to consider:

1. Link Building

Build high-quality backlinks from reputable websites within your industry or niche. This could be something like your link on your local Chamber of Commerce website. Focus on earning natural, relevant links through content partnerships, guest blogging, and networking with influencers. Avoid spammy link-building tactics, as they can result in penalties from search engines.

2. Social Media Engagement

Engage with your audience on social media platforms to increase brand visibility and drive traffic to your website. Share your content, interact with followers, and encourage user-generated content to foster community engagement and build credibility.

3. Online Reviews and Citations

Encourage satisfied customers to leave positive reviews on platforms like Google My Business, Yelp, and industry-specific directories. These reviews not only influence potential customers but also contribute to your website’s authority and trustworthiness in the eyes of search engines.

Technical SEO: Optimizing Your Website’s Infrastructure

While on-page and off-page optimization focus on content and external factors, technical SEO (which we love!) deals with the behind-the-scenes elements that affect how search engines crawl, index, and rank your website. There’s no point investing in a new website if it can’t be found online.

What is Technical SEO anyway?

Technical SEO refers to to the ‘under-the-hood’ aspects of website and server optimizations that make it easy for search engines to crawl and index content on your site. It deals with things like sitemaps, navigation, page speed, and more.

Why is Technical SEO important

Technical SEO helps ensure your new site has a solid foundation to allow it to be accessed by search engines so customers can find your content. Having a technically optimized website is essential if you want to attract organic traffic from search engines, because site design and content are rendered useless if users can’t access or navigate your site.

Some components of Technical SEO include:

  • Site Speed Optimization
  • Mobile-Friendliness
  • Site Structure and Navigation
  • Sitemaps
  • Schema Markup
  • HTTPS Security
  • Canonicalization
  • Website Crawling and Indexing

Here are some key technical aspects to consider:

1. Site Speed Optimization

Site speed is a critical ranking factor and directly impacts user experience. Ensure your website loads quickly across all devices by optimizing image sizes, minimizing HTTP requests, leveraging browser caching, and using content delivery networks (CDNs). Tools like Google’s PageSpeed Insights and GTmetrix can help identify areas for improvement.

2. Mobile-Friendliness

With the majority of web traffic coming from mobile devices, it’s essential to ensure your website is optimized for mobile users. Implement responsive web design principles to create a seamless experience across different screen sizes and devices. Google’s Mobile-Friendly Test can assess your website’s mobile compatibility and provide recommendations for improvement.

3. Site Structure and Navigation

Site architecture refers to how information is organized and prioritized on your site. In other words, it’s how you group your content into themes, and then sort those themes from broader to more narrow. Once mapped out, site structure is further defined through elements like breadcrumbs, URL structure and navigation.

Site architecture organizes your content so visitors — including search engines — can easily find what they want.

A clear and intuitive site structure makes it easier for both users and search engines to navigate your website. Organize your content into logical categories and subcategories, and use internal linking to establish a hierarchy of importance. Create XML sitemaps to help search engines discover and index all pages on your site efficiently.

4. Sitemaps

There are usually two types of sitemaps on a website. An XML sitemap and an HTML sitemap. The XML sitemap is a version of your website that lists all the pages in a way that search engines can read. The HTML sitemap is a verion that your user can see and is sort of like a directory of all the pages on your site.

If you’re website is small, you may not need to have an HTML sitemap on your site, but you should still ensure you have an XML version. If you’re on WordPress and using Yoast or Rank Math, this sitemap can usually be found at yourwebsite.com/sitemap_index.xml and will contain items for pages, posts, and others.

5. Schema Markup

Schema markup is a form of structured data that provides additional context to search engines about the content of your website. Implementing schema markup can enhance your search engine listings with rich snippets, such as star ratings, reviews, and event information, improving visibility and click-through rates. Google’s Structured Data Testing Tool can help validate your schema markup implementation. If you’re using WordPress you can use SEO plugins like Yoast or Rank Math and they’ll handle most of this for you.

6. HTTPS Security

Securing your website with HTTPS encryption not only protects user data but also signals trust and authority to search engines. Obtain an SSL/TLS certificate from a reputable Certificate Authority (CA) and ensure all pages on your site are served over HTTPS. Google Chrome and other browsers now display warnings for non-secure sites, which can negatively impact user trust and SEO rankings.

7. Canonicalization

Canonicalization is the process of consolidating duplicate or similar content under a single canonical URL to avoid issues with duplicate content penalties. Implement canonical tags on pages with identical or similar content to indicate the preferred version to search engines. This is particularly important for e-commerce websites with product variants and dynamic URL parameters.

8. Website Crawling and Indexing

Ensure search engines can crawl and index your website effectively by optimizing your robots.txt file, managing crawl budget, and addressing crawl errors and broken links. Use tools like Google Search Console’s URL Inspection tool to monitor how search engines view and index your web pages and address any indexing issues promptly.

By addressing these technical aspects of SEO, you can create a solid foundation for your website’s organic search performance and improve its visibility and accessibility to both users and search engines. While technical SEO may seem daunting, especially for non-technical users, there are plenty of resources and guides available to help you navigate the process effectively. Remember, investing in technical SEO not only benefits your search engine rankings but also enhances the overall user experience and credibility of your website.

How can you improve Technical SEO?

Perform regular audits of your website’s technical health using tools like Google Search Console, Screaming Frog, or SEMrush. Identify and address issues such as broken links, crawl errors, duplicate content, and other technical issues that we discussed above that may hinder your site’s performance.

Can I do SEO myself?

Absolutely, you can do SEO yourself! While the world of SEO may seem complex and daunting at first glance, many aspects of it can be learned and implemented by individuals with dedication and a willingness to learn. With a plethora of online resources, guides, tutorials, and tools available, you have the power to take control of your website’s SEO and make meaningful improvements over time.

While hiring an experienced SEO professional or agency can provide valuable expertise and guidance, DIY SEO is a viable option for individuals and small businesses looking to maximize their online presence without breaking the bank.

Monitoring and Measuring Success

Monitoring and measuring the effectiveness of your SEO efforts is essential for ongoing optimization and improvement. Utilize tools like Google Analytics and Google Search Console to track key metrics such as organic traffic, keyword rankings, and conversion rates. Analyze this data regularly to identify trends, uncover insights, and make informed decisions about your SEO strategy.


In today’s digital age, SEO is a powerful tool for businesses owners to increase their online visibility, attract more customers, and achieve their business goals. By following the strategies outlined in this guide and staying informed about the latest trends and best practices in SEO, you can take control of your online presence and position your brand for long-term success. Remember, SEO is not a one-time task but an ongoing process that requires dedication, patience, and adaptation to ever-evolving algorithms and user behaviors. Monitor your website’s performance using tools like Google Analytics and Google Search Console, track key metrics such as organic traffic and keyword rankings, and iterate on your SEO strategy based on data-driven insights.

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