Google’s algorithms are always changing, and the rules of search engine optimization (SEO) are updated often. This can be tough, especially for small business owners without a technical background. The good news is that, while specifics may change, the overall idea stays pretty consistent: Google aims to give its users value, and if you help them with that, you’re likely to achieve good rankings. This is something even beginners can understand.
Specifically, there are three basic SEO principles that we believe will guide you toward a smart, savvy approach—and they don’t require any great technical know-how on your part. Here are those three principles, which are timeless and evergreen.
It’s Always About the End User
Again, Google is a business, and it wants to provide its customers with a great product. In this case, that means providing search engine users with relevant and valuable results.
Many small business owners focus too much on writing for search algorithms, but that’s the wrong approach. You don’t have to write for Google. You should write for your audience. Create content that is clear, organized, informative, and packed with useful takeaways. Writing for real people is the best way to satisfy the algorithms.
Be One of the White Hats
Do you know the difference between black hat and white hat SEO? Basically, black hat SEO seeks to cheat the system and circumvent Google’s stated rules, while white hat SEO abides by those rules. Black hat tactics can sometimes generate quick results, but they’re never lasting results. A solid, enduring SEO presence requires a white hat approach.
So, don’t try to game Google. You don’t need to resort to gimmicks, or buy links. Just focus on providing valuable content that includes natural, judicious keywords and that earns links from other websites. Skip the shortcuts and do the real work instead.
Make Use of Every Opportunity
If you’re wondering how many keywords you can cram into your content, you’re thinking about it all wrong. The key is to use keywords organically. With that said, you definitely want to optimize every square inch of online real estate that’s available to you. That means focusing not just on writing good content, but also writing strong title tags and meta descriptions.