Originally, this document was created to assist teams working directly with Google, but we realized it could be just as valuable for individuals managing websites who are not yet familiar with search engine optimization (SEO) and wish to improve their sites — both in terms of user experience and interaction with search engines.
While this beginner’s guide won’t reveal any secret methods to instantly rank your site at the top of Google search results (sorry!), following the best practices described below will help search engines more easily crawl, index, and understand your website’s content.
Search engine optimization often consists of small adjustments to different parts of your website. When viewed individually, these tweaks might seem minor, but when combined with improvements across the site, they can have a noticeable impact on your website’s organic performance and user experience.
You’re likely already familiar with many of the topics covered in this guide, as they are fundamental elements of any website. However, chances are you’re not yet making full use of all the opportunities these elements can provide.
Although the words “search engines” appear in the title of this guide, it’s important to remember that your decisions regarding optimization should first and foremost focus on your users — not search engines. Your visitors are the primary consumers of your content and use search engines to find your work. Overemphasizing manipulative tactics aimed solely at ranking higher may backfire and fail to deliver lasting results.
SEO should therefore be seen as a continuous effort to maximize visibility in search results while always keeping in mind that your ultimate audience is people, not algorithms.
Your website might be larger or smaller than the example we’ll use, and its content will certainly differ, but the principles discussed here apply to websites of all sizes and types. We hope this SEO beginner’s guide offers you fresh insights and practical ideas on how to improve your site. We also welcome your questions, feedback, and success stories in the Google Webmaster Help Forum.
SEO basics
— Create unique, accurate page titles (meta titles)
— Make use of meta descriptions
Improving site structure
— Enhance your URL structure
— Make your site easier to navigate
Optimizing content
— Provide high-quality content and services for visitors
— Write better anchor text (the clickable text in links)
— Optimize your website’s images
— Use heading tags effectively
Working with Google crawlers
— Use robots.txt effectively
— Be careful with rel="nofollow" links
SEO for mobile
— Inform Google about your mobile version
— Help mobile users navigate your site
Promotion, visibility & analytics
— Promote your website the right way
— Use free webmaster tools
Search engine optimization affects only organic search results, not paid or sponsored ones, such as Google Ads.
Source: Google Webmaster Guidelines
