Do you dream of your website appearing at the top of search engines like Google, ideally without paying for ads? Yes, it is possible, and the key is SEO, or search engine optimization. In our article, you will learn what SEO entails, the journey you will need to take, and whether it will be a quick sprint or a long marathon.

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Search Engine Optimization

What exactly is SEO? It stands for "Search Engine Optimization," and it is a tool that helps your website shine on the internet.

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Imagine you have an e-shop selling office furniture, and naturally, you want to appear as high as possible in search results for people looking for office furniture online. After all, who looks past the first page of results? Properly configured SEO can help you achieve exactly that. 

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How does SEO work? 

SEO involves a series of steps:

• Creating quality contentthat people want to read.
• Using the right keywordsthat people are searching for.
• Optimizing your websiteso that it is clear and functional. 

SEO is like gardening – you need to regularly plant new seeds (content), maintain the paths (website), and occasionally add fertilizer (update keywords).

And why is it important? Because as early as 2019, there were 5.5 billion websites in the world and you certainly want yours to be the one that people find. 

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How do you set up SEO? 

Now that you know what SEO is and why it matters, you might be asking: "How do I set it up on my website?" Let's look at a few basic steps:

• Keywords: Start by finding out what keywords your potential customers use when searching for the products or services you offer. There are tools like Google Keyword Planner, which will help you find the right words.

• Quality content: Create content that is useful and interesting for your visitors, and don't forget to naturally incorporate the keywords you've identified. Be careful, though—don't let your writing lose its readability by trying to cram in too many keywords. Your content should serve your readers first and search engines second. 

• Website optimization: Make sure your website is fast, easy to navigate, that all buttons and links work, and that it displays correctly on smaller screens like mobile phones or tablets. Not only will Google appreciate this, but so will your visitors.

• Meta tags and descriptions: Don't forget about meta tags and page descriptions. Even though these are just short snippets that appear in search results, they can be the deciding factor in whether someone clicks on your site. So, don't underestimate the power of copywriting. These are the first words your potential visitors will see.

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• Backlinks: These links from other websites to yours act like online recommendations. When a reputable source links to your site, search engines view it as a sign of credibility and quality. Try to earn quality backlinks by publishing valuable content that naturally attracts attention or by collaborating with authoritative websites in your industry. But be careful—quality matters more than quantity, as low-quality links can actually harm your SEO.

• Regular SEO updates: SEO isn't a one-time task. Regularly update your website with new content and keep an eye on changing search trends.

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Remember, SEO is a process, more of a marathon than a sprint. Don't expect instant results, but with patience and consistent effort, you will see a gradual increase in traffic and improved search rankings.

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Beware of unethical practices

Be careful how you approach SEO. In SEO, just like in the world of advertising, there are certain rules and principles that are good to follow. Why? Because if you resort to unethical practices, search engines may penalize you – and we aren't just talking about slipping a few spots in the search results. Here are some you should avoid:

• Keyword stuffing: Overloading a page with keywords to make the content seem more relevant than it actually is. Search engines can spot this, and they don't like it.
• Hidden text: Using text that is the same color as the page background or using tiny text that is readable by search engines but not by users.
• Buying links: Purchasing backlinks instead of earning them naturally through high-quality content.
• Duplicate content: Copying content from other sites instead of creating original, valuable content.
• Cloaking: A technique where different content is shown to search engines than to users; this is deceptive, and again, search engines can tell and do not like it.

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It is also important to realize that every search engine is a little different. Optimizing for Google will look different than for Seznam or other search engines. When choosing an agency to take care of SEO for your website, look for someone with experience with various search engines who can offer you comprehensive services and plays by the rules. We always strive to take a broader view and do everything we can to ensure our clients' websites are visible everywhere.

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When is the right time to start with SEO? 

Ideally, right from the start! SEO isn't just about reaching the top search positions for every possible keyword. It's more about showing up for the right people who are looking for what you offer – much like with PPC advertising.

Starting with SEO as soon as possible has its advantages. Not only can it save you money in the long run, but it also helps you better structure your website from the very beginning. 

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What SEO tools are used

When working on SEO, a wide range of tools is used to help with the analysis, optimization, and performance tracking of your website. Here are some of the most popular ones:

• Collabim: A tool focused on tracking search engine rankings, keyword analysis, and competitor research. It allows you to effectively monitor the performance of your SEO activities.

• Ahrefs: A comprehensive SEO tool that provides extensive capabilities for backlink analysis, keyword research, content analysis, and rank tracking. Useful for in-depth analysis and strategic planning.

• Majestic: Specializes in backlink analysis and mapping link profiles. It helps identify high-quality links and opportunities for link building.

• Screaming Frog: A website crawling tool that helps identify SEO issues on your site, such as errors, missing titles, broken redirects, and more.

• MarketingMiner: A data mining and analysis tool that helps collect and analyze large amounts of data for SEO and marketing purposes.

• Google Ads: Although primarily a paid advertising platform, Google Ads offers tools like Keyword Planner, which can be very useful for keyword research and planning your SEO strategy.

Each of these tools offers unique features and benefits that can help improve your SEO efforts and increase your website's visibility in search engines.

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Who handles SEO for your projects here? 

It is always a senior SEO specialist with over 8 years of experience in the field. This means your SEO is in the hands of a true professional who knows what they are doing. Not only that, our specialist works closely with our entire team of online marketing experts, so you can be sure that your SEO strategy is part of a broader, well-thought-out marketing plan. 

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Not sure how to optimize your website for search engines, or just want a professional opinion? Our specialists are ready to help you navigate the world of SEO and get your website where it deserves to be – at the top of search results. So, will you give us a call?

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