B2B Marketing
Website Optimization

SEO 101: How to Improve Your SEO Rankings for Beginners

Published by in B2B Marketing

Sir Winston Churchill once said, “SEO is an enigma wrapped in a mystery.”

Wait – actually he said that about Russia.

Regardless, if he had said that about SEO (search engine optimization), he would’ve been accurate. Because Google won’t release the algorithm they use to determine where websites rank in organic search results, nobody has figured out yet the exact best way to appear at the top of the results. And they likely never will, since Google modifies its algorithm constantly to provide smarter search results.

SEo Meme

Nevertheless, if you search “How to improve your SEO,” thousands of results show up (you should probably only pay attention to the first few ones, of course–clearly they’re the only ones who know what they’re talking about). Since much of improving your SEO is conjecture, there is a lot of divergent advice out there. However, there is some consensus. Here are five of the best tips!

1.  Choose Your Keywords Wisely, You Must

SEO Jedi

Keywords – the words/phrases you use throughout your content to make your site findable on a search engine – should line up with what words/phrases a person would intuitively search to get to your page.

You can spend a lot of time doing intensive keyword research with spreadsheets and attempts to replicate Google’s algorithm if you want, but that’s not necessary. At bare minimum, you should try to figure out what keyword (which can be a phrase or a word – phrases are generally better) makes the most sense to find your page.

There’s a couple different ways you can go about this research. One way is to use Google Adwords Keyword Tool. This tool will both suggest keywords and estimate the amount of volume to that keyword(it also helpfully gives you an estimate of how much an Adwords campaign would cost for that keyword if you decided to pursue SEM as well as SEO).

Another way is to simply see which keywords are performing best for your website. To do that, you need to see which pages are doing best and then check the keywords you chose to use for that page. You can combine intuition with what you’ve learned to create some great keywords. When you use a particular keyword, you should make sure that it shows up at least in your URL, title and somewhere in your content. That said, be aware of “keyword stuffing” as well. For instance, WordPress SEO often informs me when I upload these posts that using the same keyword too many times may lower my rankings, so keep that in mind.

2. Don’t Ignore the Metadata

 Metadata-Title-Description-2 (1)

Metadata sounds a lot worse than it is. They really should come up with a less threatening word for it.

Metadata is essentially all the things besides the basic content of your page that go into people finding your page. Metadata includes the keyword discussed above, but it also includes the meta-description, tags and the URL of your page.

Tags function somewhat like Twitter hashtags for search engines. Essentially, you can tag your page with keywords for search terms you’d like your site to show up in. Google makes no guarantees, but at least they’ve heard you.

The meta-description is the text that appears on the search engine results page (aka “SERP”) beneath the article title and URL. Google’s crawlers will check this meta-description, so having your keyword here is an important flag to get Google’s attention.

Your URL should also have the keyword somewhere in it. It should be under 100 characters and include dashes, not underscores. Anything more than 100 characters tends to look spammy to both the crawlers and viewers.

3. Make Your Site Useable!


Google knows people like visiting easy-to-use pages over hard-to-use pages.

So should you.

Making your site easy-to-use by including easily navigable links, a sitemap and an aesthetic that doesn’t look like it’s from 1998 will not only improve your SEO, but it will make people more likely to actually read your content/do whatever it is you want them to do on your site. It’s a no-brainer, really.

4. Have a Social Media Presence

Source: Yoel Ben-Avraham

Source: Yoel Ben-Avraham

To be totally fair with this one, there’s no hard scientific data that proves social media directly raises your search rankings. So my saying that having more social media posts or more followers is a good way to improve your SEO is even more conjecture than the other tips I’ve listed here.

Nonetheless, in the same way that it’s reasonable to assume alien life exists based on sheer probability, it is reasonable to assume on sheer probability that social media presence helps improve your SEO. Either way, if you post your website/page/article on all your social networks and drum up some viewers, you’re still getting viewers, right? And hopefully some of those viewers will repost it, or link to your page (which will also help improve your SEO).

5. Have Great Content


All the #1 rankings in the world won’t help you if your content is bad. You want viewers sharing your page (and therefore raising your SEO). This one’s hard, because there is plenty of good content out there, so yours has to be great.

You should think of your content in terms of what you would want to read and what you would want to share. If you wouldn’t share it, don’t post it. What makes for great content? An interesting  layout, personality, humor, original research, and mind-blowing facts. Ok, so that was a little vague. Let’s get more specific.

  • Attention grabbing headlines – I don’t know about you, but I click on articles that say things like “Russians Mock Obama With Racist Laser Projection” (which I’m not making up. That’s the actual title of an actual, real article. Read it here.). Anyway, the point is try to do that, but for your website.
  • Make your content easy to digest. People spend an average of 10-20 seconds on a page. That average only gets longer if you are able to successfully capture their attention, and even there, you’re looking at only having a quarter of your content ingested. Thus: keep your layout simple by using white space to your advantage, and using large, easy-to-read font. Also, use pictures. If a picture is worth a thousand words, and people are going to only read a quarter of your content, might as well make that quarter go as far as possible.
  • Finally, I’m a big proponent of keeping things humorous. I have no real studies to back me up on this one, but I’m a completely average human being and I’m way more likely to pay attention to your content, and even click through a few of your pages, if your pages are funny. As an example of why humor works, check out Central Desktop’s page. My friend actually thought their site was so clever she shared it with me (which is EXACTLY what you want to happen to raise your rankings). Further, I feel like there are probably very relatable, real, live human beings behind this page who are totally trustworthy and make me want to buy their products. That is the exact reaction you are looking for. Plus, with memes abounding on the internet, even the least funny person can be funny, so there’s literally no excuse not to be.

Also do NOT NOT NOT copy other people’s content. Google will get mad and put you on page 1,000,000,012 of the search. You’ve been warned.

Know any other good SEO techniques? Share them in the comments below!

Looking for Search Marketing Automation software? Check out Capterra's list of the best Search Marketing Automation software solutions.

About the Author

Cara Wood

Cara Wood

Cara Wood is a marketing associate at Capterra and a graduate of Mary Washington! When she's not hard at work at Capterra, she can be found horse-back riding, reading and just generally having a good time at life.



Comment by Sylvia Mardini on

Hi the information provide by you is really helpful for me and its very helpful for boosting ranking to my website.


Comment by Satvir on

This article is very informative for both beginners and professional’s very easy to understand and get valuable information . Thanks for providing this kind of information. Exactly what I’m looking for. I agree with your points, but there are so many reasons that social media marketing boost SEO. SMO is a 24 hours online process. With the help of SMO, we can directly drive more traffic to our website. To boost your website ranking, you need to consistently produce and share quality content and social media is no different. The content you share on your social channels needs to be high-quality, it should add some value to the readers.

Comment by Anisa Ghziel on

Hahaha, love the memes


Comment by Vrushali on

Great Thanks for the advice. Simple and to the point. I will start updating my website more regularly. Short, simple and crispy information…Cool! I think that measurement of SEO activities is very important things – it shows you the proper way. This is what we are all in the process of doing. I think this information will help me to improve the SEO of my blog.

SEO = Quality content, competitive & realistic KW or key phrases, optimize your links and avoid spamming – simply the key to getting good rankings. Keeping the content fresh is really key. Also remembering to gain inbound links for specific pages and articles can really help…

It’s clear to me that SEO does not only drive results but has the highest conversion rate when compared to other forms of online marketing. Keep the great articles coming, and I’ll keep coming back! 🙂


Comment by Cara Wood on

Thanks! 🙂

Comment by cara membuat website online on

This is the perfect site for everyone who really wants to find out about this topic. You know so much its almost hard to argue with you (not that I actually would want to…HaHa). You definitely put a new spin on a topic that has been discussed for many years. Wonderful stuff, just excellent!|



Comment by Cara Wood on

Thank you!

Comment by Anand on

Amazing post written on seo rankings for begineers. Most of the people forget to input main keyword in meta data. Though they have written good article but it become really hard for them to rank for targeted keyword. Optimizing title description and keyword matters most to rank well in search engine. You have shared really good article which i found helpful to know more about the subject. Thanks for sharing

Comment by Md Hannan on

This is very nice and informational post also .Thanks to share with us .

Comment by MediaLabs on

Hello Cara Wood,

Thank you for sharing the information.

Comment by divyapriya on

Great post. Usability is the main thing.it improves the number of visitors to the site.


Comment by Cara Wood on

Happy to help! SEO can be pretty confusing at first, but with a few tricks, you’ll be at the top of the pile in no time!

Comment by Amiras on

Thanks for the sharing, it is really a big help for me. Getting to know more now.


Comment by Cara Wood on

Thanks, Emma! Metadata is a bit tricky for sure and just plain tedious, but unfortunately, its really important! 🙂

Comment by Emma Watson on

Great tutorial about SEO. Nice to know the stuff about meta data.

Comment on this article:

Comment Guidelines:
All comments are moderated before publication and must meet our guidelines. Comments must be substantive, professional, and avoid self promotion. Moderators use discretion when approving comments.

For example, comments may not:
• Contain personal information like phone numbers or email addresses
• Be self-promotional or link to other websites
• Contain hateful or disparaging language
• Use fake names or spam content
Your privacy is important to us. Check out our Privacy Policy.