IncomeWikiCategoriesMarketing
SEO
Created by @namkyu · Updated Sep 1, 2026
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Created by @namkyu · Updated Sep 1, 2026
No published pages are linked from this document.
SEO, or search engine optimization, is the process of improving a website so search engines can understand its content and users can discover it through organic search results.
SEO can involve content creation, keyword research, internal linking, technical improvements, site architecture, page experience, backlinks, and monitoring search performance.
Unlike paid advertising, SEO traffic does not require paying for every click. However, ranking improvements are not guaranteed and usually take time to appear.
Item | Details |
|---|---|
Full name | Search Engine Optimization |
Main goal | Increase visibility in organic search |
Main search engine focus | Google, plus other search engines |
Core areas | Content, on-page SEO, technical SEO, links, site structure |
Coding required | Not always |
Free starting tools | Google Search Console, Google Analytics |
Common paid tools | Ahrefs, Semrush |
Google Search Console cost | Free |
Results guaranteed | No |
Typical result timing | Changes can take weeks or longer to show |
Difficulty | Beginner to advanced |
Search engines discover pages, process their content, and decide which results are useful for a particular search.
For Google, this broadly involves:
Discovering URLs
Crawling pages
Rendering content
Indexing eligible pages
Matching pages to search queries
Ranking relevant results
SEO helps make this process easier.
A website can have excellent content but still struggle if search engines cannot crawl it, understand its structure, or determine which page should appear for a topic.
Keyword research identifies what people search for and what type of content they expect to find.
Examples include:
"how to start a YouTube channel"
"best CRM for small business"
"video editing cost"
"how much does dropshipping cost"
Useful keyword research looks at more than search volume.
Consider:
Search intent
Competition
Business value
Topic relevance
Existing search results
Whether the site can realistically provide a better result
A keyword with high search volume is not automatically useful.
If the searcher's intent does not match the site's content or business model, the traffic may have little value.
Search intent describes what the person is trying to accomplish.
Common intent types include:
Informational: Learn something
Navigational: Find a specific website or brand
Commercial: Compare options before buying
Transactional: Complete a purchase or action
For example:
"what is SEO" is informational.
"best SEO tools" has commercial intent.
"Ahrefs pricing" is closer to transactional or navigational intent.
The page format should match what users actually expect for the query.
On-page SEO involves improving individual pages.
Common elements include:
Page title
Main heading
Subheadings
URL
Main content
Internal links
Images
Alt text
Meta description
Structured information
The goal is not to repeatedly insert a keyword.
The page should clearly explain its topic and satisfy the user's reason for searching.
A page title helps both users and search engines understand the page.
Good titles are:
Specific
Descriptive
Relevant to the page
Different from other page titles on the same site
Avoid creating dozens of pages with nearly identical titles.
For example:
Better:
How to Start a YouTube Channel
Less useful:
YouTube Guide Tips Information Online
Headings organize a page.
A practical structure may include:
Page topic
Major sections
Supporting subsections
Headings should help readers scan the article.
Do not create heading levels only to insert keywords.
URLs should generally be simple and understandable.
For example:
/wiki/video-editing
is easier to interpret than a URL containing unnecessary IDs and parameters.
Changing established URLs without a reason can create additional SEO work because redirects and links may need to be updated.
Content is one of the main parts of SEO.
Useful content should answer the searcher's question better than a page that exists only to target a keyword.
Strong content may include:
Clear explanations
Original research
Real examples
Current numbers
First-hand experience
Useful tables
Step-by-step instructions
Sources
Images
Comparisons
Avoid creating pages simply because a keyword exists.
A site with hundreds of weak, overlapping pages can become difficult to maintain and navigate.
Not every article needs constant updating.
However, information such as:
Prices
Software features
Laws
Platform rules
Statistics
Product specifications
can become outdated.
Review time-sensitive pages periodically and update information when necessary.
Internal links connect pages on the same website.
They help:
Users discover related information
Search engines discover pages
Establish relationships between topics
Distribute navigation paths across the site
For example:
A page about Video Editing may link to:
Freelancing
YouTube
AI Video Creation
Content Creation
Internal links should be relevant rather than added randomly.
A clear site structure makes it easier to understand how content relates.
A simple structure might be:
Home → Category → Topic → Related Topic
For a large knowledge site, categories and contextual links can help prevent pages from becoming isolated.
Important pages should generally be reachable through normal internal links rather than only through the sitemap.
Before a search engine can index content, it normally needs to discover and crawl the URL.
Pages can be discovered through:
Internal links
External links
Sitemaps
Previously known URLs
A page with no links pointing to it may be harder to discover.
Indexing means the search engine has processed a page and may make it eligible to appear in search results.
Being crawled does not guarantee being indexed.
Being indexed also does not guarantee ranking for a particular keyword.
Google Search Console can be used to check whether Google has indexed a specific URL.
Google Search Console is a free service for monitoring how a site appears in Google Search.
It can help identify:
Indexed pages
Indexing problems
Search queries
Impressions
Clicks
Average position
External links
Sitemap status
Manual actions
Security issues
Search Console is one of the first tools a new website should configure.
A site does not need Search Console to appear in Google, but the service provides information that is difficult to obtain elsewhere.
A sitemap provides search engines with a list of URLs the site wants them to know about.
XML is one of the most common formats.
A sitemap is particularly useful for:
Large sites
New sites
Sites with many pages
Sites where some pages have limited internal links
Google currently limits a single sitemap file to:
50 MB uncompressed
50,000 URLs
Larger websites can use multiple sitemap files and a sitemap index.
A sitemap does not guarantee that every URL will be indexed.
A robots.txt file controls which URLs search engine crawlers are allowed to request.
It is mainly a crawl-management tool.
It should not be treated as the normal way to remove a page from Google Search.
Google specifically states that if a page should not appear in search results, methods such as noindex or access protection should be used instead.
The same or very similar content can sometimes be available through several URLs.
A canonical URL indicates which version should be treated as the preferred version.
Canonicalization can matter when:
URL parameters create duplicates
The same content appears in several locations
HTTP and HTTPS versions exist
Multiple domain variants exist
Consistent internal linking and sitemap URLs can also help reinforce the preferred version.
Technical SEO focuses on whether search engines and users can properly access and use the website.
Common areas include:
Crawling
Indexing
HTTPS
Redirects
Canonical URLs
Mobile compatibility
JavaScript rendering
Site speed
Structured data
HTTP status codes
Sitemaps
robots.txt
Technical SEO becomes more important as a site grows.
Google's Core Web Vitals measure aspects of real-world page experience.
The current primary metrics are:
Metric | Measures | Good threshold |
|---|---|---|
LCP | Loading performance | ≤ 2.5 seconds |
INP | Interaction responsiveness | ≤ 200 ms |
CLS | Visual stability | ≤ 0.1 |
The thresholds are evaluated using the 75th percentile of page visits.
Speed is not the only factor in SEO, but slow or unstable pages can create a poor user experience.
Websites should work properly on mobile devices.
Check:
Text size
Navigation
Buttons
Images
Layout
Forms
Page speed
A desktop page that technically loads on a phone is not necessarily a good mobile experience.
A backlink is a link from another website to your site.
Links can help search engines discover pages and understand whether other sites consider a page useful.
Useful backlinks may come from:
News coverage
Industry websites
Research citations
Partners
Useful resources
Organic references
Avoid building a strategy around large volumes of artificial links.
Google maintains spam policies covering manipulative link practices.
One way to attract links is to publish material people have a reason to reference.
Examples:
Original statistics
Calculators
Research
Industry datasets
Detailed tutorials
Free tools
Unique comparisons
Useful resources can attract links naturally over time.
Structured data provides machine-readable information about page content.
Depending on the page, it can describe things such as:
Articles
Products
Organizations
Breadcrumbs
Events
Supported structured data can make some pages eligible for enhanced search appearances.
Adding structured data does not guarantee a rich result or higher ranking.
Images can also appear in search.
Good practices include:
Descriptive file names
Appropriate alt text
Reasonable file sizes
Correct dimensions
Relevant surrounding text
Avoid adding alt text purely to repeat keywords.
Alt text should primarily describe the image when that information is useful.
SEO can be started without expensive software.
Cost: Free
Useful for:
Search performance
Indexing
Sitemap submission
URL inspection
Link reports
Search issues
This should usually be the first SEO tool connected to a website.
Google Analytics can show what users do after reaching the website.
Useful information includes:
Visitors
Traffic sources
Landing pages
Engagement
Conversions
Search Console and Analytics answer different questions.
Search Console focuses on Google Search visibility.
Analytics focuses more broadly on website usage.
Ahrefs provides:
Keyword research
Competitor research
Backlink analysis
Rank tracking
Site audits
Search traffic estimates
Current published pricing includes:
Plan | Current listed price |
|---|---|
Free |
Check:
Site loads correctly
HTTPS works
Important pages are not blocked
Internal links work
Pages return appropriate HTTP responses
Technical problems can prevent content work from producing results.
Verify site ownership and review:
Indexing
Search performance
Sitemap
Page issues
New websites may have very little data at first.
Generate a sitemap containing canonical pages that should appear in search.
Submit it through Search Console.
Do not include every possible internal URL if many should not appear in search.
Identify topics relevant to the website.
Look at:
Search suggestions
Competitors
Search results
Customer questions
Forums
Existing site-search data
Keyword tools
Build pages around useful topics rather than creating several nearly identical pages for every keyword variation.
Search the target query manually.
Look at what currently ranks.
Ask:
Are results tutorials?
SEO is not paid advertising.
Search engines need time to discover, crawl, process, and reassess pages.
Repeating the same keyword unnaturally does not make a page useful.
Write for the reader while making the topic clear.
Do not create many pages that answer essentially the same question just to target slight keyword variations.
A technically optimized page can still fail if it answers the wrong type of question.
A page should be part of the site's information structure.
Artificial link schemes can create spam-policy risks.
Incorrect robots.txt, noindex, authentication, or canonical settings can prevent important pages from appearing as intended.
A page should be usable on the devices visitors actually use.
Third-party SEO scores are diagnostic tools.
A score of 100 does not guarantee rankings.
Focus on real search visibility, user usefulness, and technical accessibility.
SEO stands for Search Engine Optimization.
It refers to practices that help search engines understand a website and help users discover its content through organic search.
SEO itself does not require paying a search engine for each organic click.
However, producing content, development, tools, employees, consultants, and link-worthy resources can cost money.
Google Search Console is free.
There is no universal timeframe.
Google states that some changes may be reflected within hours while others can take several months.
It generally recommends waiting several weeks before deciding whether changes produced a useful effect.
No.
Google explicitly states that there is no method that automatically ranks a site first.
Search results depend on competition, relevance, quality, search intent, technical accessibility, and many other systems.
No.
A website can perform SEO without either platform.
Paid SEO tools make keyword research, backlink analysis, competitor analysis, rank tracking, and auditing easier at scale.
Yes.
Google provides Search Console as a free service.
Not every small site technically requires one, because search engines can discover pages through links.
However, sitemaps can help search engines discover URLs and are particularly useful for new or large sites.
No.
A sitemap informs Google about URLs but does not guarantee that every page will be indexed.
Not reliably.
Google states that robots.txt is primarily for controlling crawler access.
Use appropriate indexing controls such as noindex when the goal is to prevent an eligible page from appearing in search.
Google Search Central — SEO Starter Guide — Official Google introduction to SEO, search visibility, content, site organization, and common optimization practices.
Google Search Central — Get Started with Search: A Developer's Guide — Official technical guidance for making websites accessible and understandable to Google Search.
Google Search Console Help — About Search Console — Official description of Search Console as a free service for monitoring search performance, crawling, indexing, links, and search issues.
Google Search Central — Build and Submit a Sitemap — Official sitemap formats, submission guidance, canonical URL recommendations, and the 50 MB / 50,000 URL sitemap limits.
Google Search Central — Introduction to robots.txt — Official guidance explaining crawler controls and why robots.txt should not be used as the primary method for preventing Google indexing.
Google Search Central — Crawling and Indexing — Official documentation covering crawling, canonicalization, mobile sites, JavaScript, metadata, and indexing.
web.dev — How the Core Web Vitals Thresholds Were Defined — Official Core Web Vitals definitions and good thresholds for LCP, INP, and CLS.
Ahrefs — Plans & Pricing — Current Ahrefs Free, Starter, Lite, Standard, Advanced, and Enterprise SEO tool pricing and feature limits.
Ahrefs Help Center — About the Starter Plan — Current Starter plan limits and included SEO tools.
$0 |
Starter | About $29/month in current help documentation |
Lite | Higher paid tier |
Standard | Higher paid tier |
Advanced | Higher paid tier |
Enterprise | Highest tier |
Ahrefs also publishes regional pricing, so displayed prices can differ depending on currency and location.
A beginner does not need Ahrefs to make a site eligible for search.
Paid tools are primarily useful for research, competitive analysis, and scaling SEO work.
Semrush provides:
Keyword research
Competitor analysis
Rank tracking
Site audits
Backlink analysis
AI search visibility tracking
Its current U.S. SEO plan starts at:
$139/month when paid monthly
$117.33/month equivalent when billed annually
Semrush also provides a limited free tier.
Paid tools should be purchased when their data saves enough time or improves decision-making enough to justify the cost.
Product pages?
Lists?
Videos?
Definitions?
Tools?
The search results provide clues about search intent.
Include the information required to satisfy the query.
This may involve:
Explanation
Examples
Steps
Prices
Comparisons
Sources
FAQs
Images
Tables
Do not make an article longer simply because competitors have long articles.
Length should come from useful information.
Connect the new page to relevant existing pages.
Also update older pages when the new page is genuinely useful to their readers.
This helps avoid isolated pages.
Before publishing, review:
Title
URL
Heading structure
Canonical
Indexing settings
Images
Internal links
Mobile layout
Page speed
SEO results are not immediate.
Google states that some changes can be reflected within hours while others can take several months, and recommends allowing several weeks before judging whether changes had a useful effect.
Avoid rewriting pages every day because rankings have not changed immediately.
Track:
Impressions
Clicks
Queries
Landing pages
Rankings
Conversions
A page receiving impressions but few clicks may have a different problem from a page receiving no impressions.
SEO is not only publishing new articles.
Existing content can be improved by:
Updating outdated facts
Expanding missing information
Improving structure
Fixing broken links
Adding internal links
Improving titles
Removing inaccurate information
High-quality maintenance can be more valuable than continuously adding low-quality pages.
Backlinks are links from other websites to your website.
They can help with discovery and may contribute to how search engines understand the importance and context of pages.
Page speed affects user experience, and Google measures Core Web Vitals such as LCP, INP, and CLS.
Speed should be improved alongside content quality and other technical considerations rather than treated as the only SEO factor.
The method used to produce content is less important than whether the content is useful, accurate, original where appropriate, and complies with search-engine policies.
Mass-producing low-value pages simply to target search traffic can create quality problems regardless of whether AI was used.
No.
SEO principles can also apply to other search engines.
Google receives significant attention because of its search-market importance and extensive public documentation.
Semrush — SEO & AI Search Plans and Pricing — Current SEO plans, keyword tracking, site auditing, competitor analysis, and AI visibility pricing.