Optimization starts with an analysis of the current state: content quality, internal link structure, speed and the technical health of the pages. Only once you can see what works and what does not does it make sense to change anything. The long list of factors that affect Google rankings shows how much there is to take into account.
A more detailed description of the whole process, from analysis to implementing the changes, can be found on the page SEO as a service.
What Is Search Engine Optimization?
Search engine optimization covers three groups of activities: On-Page optimization, which improves individual pages so they rank better on Google and other search engines; Off-Page optimization, which deals with external factors such as backlinks; and content strategy, which is about planning and writing content that people are actually looking for.
Table of Contents
On-Page SEO
Keyword Research
The first step is to find out which phrases people actually type when they search for the topic your site covers. Tools such as Google Keyword Planner, SEMrush or Ahrefs show search volume and competition. For a programming blog these might be phrases like "how to build a website", "SQL queries for beginners" or "search engine optimization". Use them naturally in the text instead of repeating them as often as possible.
Title Tag
The page title (title tag) should be descriptive and contain the main keyword. For example: "Keyword Density and How to Calculate It - Site Name". Google does not always show it exactly as written, and the reasons are explained in Why Does Google Change Page Titles in SERPs?
Meta Description
Write an engaging meta description that briefly says what the page is about and encourages the visitor to click.
Note: the text of the meta description must also appear on the page itself.
Image Optimization
Images contribute to SEO through proper alt text. Alt (alternative text) is the description of an image in the HTML code, and every image should have a unique alt description. Images also need to be optimized for mobile phones, so they stay sharp on screens with a higher pixel density (DPR) without slowing the page down.
Headings
Structure your content with HTML headings (H1, H2, etc.). H1 is reserved for the main title of the page.
Example:
If the title tag of the page is:
"Keyword Density and How to Calculate It - Site Name"
then the H1 should be:
"Keyword Density and How to Calculate It"
Together with the title tag, headings are one of the main signals a search engine uses to work out what a page is about.
Site Content Structure
Visitors and search engines should quickly understand what the site is about and what they can find on it. A clear structure usually includes:
- Introduction: a short description of the site's topic and who it is for, as on the home page of this blog.
- Topic groups: related articles grouped by subject or tag, so readers can easily move from one to the next.
- Practical content: tutorials, examples and tools the reader can use right away, for example free web tools.
- Articles: posts that cover individual questions in depth and attract organic traffic, like the knowledge base on this site.
- About the author: who writes the content and why they can be trusted, which Google calls E-E-A-T (experience, expertise, authoritativeness and trustworthiness).
Internal Linking
Link the pages of your site to each other. When an article mentions a topic that has its own dedicated page, add a link to it. This helps both visitors and search engines find related content. At the same time, avoid publishing the same text under several addresses, as explained in Understanding SEO: How to Deal with Duplicate Content.
Mobile-Friendliness
All pages should be adapted to mobile devices, because a large share of visitors come from phones, and Google indexes pages primarily in their mobile version.
Page Speed
Use Google PageSpeed Insights to check the speed of your pages. Optimize images, use caching and, if needed, a content delivery network (CDN).
Search engine optimization is unthinkable without fast page loading.
Schema Markup
Schema markup (structured data) gives search engines additional, machine-readable information about the content: whether a page is an article, a tutorial, a recipe or a description of an organization. Blog posts use the Article type, and tutorials use HowTo.
Off-Page SEO
Backlinks
Quality backlinks from reputable sites can significantly increase a site's authority. Good ways to earn them are guest posts on specialist blogs, taking part in forums and giving interviews.
Social Media
Share new articles on platforms such as LinkedIn, GitHub and Twitter, and be active in professional communities.
Local SEO
When a site is tied to a specific place, such as a shop, a clinic or a restaurant, it matters that it shows up in local search results and on maps. That is what a Google Business Profile listing is for, together with optimizing pages for keywords that include the name of the place (for example "restaurant Novi Sad").
Content Strategy
Blogging
Publish articles regularly about news in your field, tutorials or write-ups of problems you have solved. Articles like these answer the questions people ask search engines, which is why they attract organic traffic.
Search engine optimization is unthinkable without quality content.
Videos
Create video content, such as tutorials or step-by-step explanations, and publish it on platforms like YouTube.
Remember, SEO is a long game. Results may not come right away, but consistency and quality eventually bring growth in organic traffic.
1 SEO: Search Engine Optimization.
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