SEO stands for Search Engine Optimization, which is derived from the initial letters of each word in the phrase.

Successful SEO leads to higher website visibility and increased visitor traffic, which can enhance lead generation and sales conversions. That is why companies invest heavily in SEO. Long-standing web managers understand the importance of SEO, but newcomers tasked with this responsibility might feel overwhelmed.

This guide will detail search engine optimization and practical SEO strategies, especially useful for beginners.

Recommended for those who want to;

• Understand the basics of SEO!
• Learn about the advantages and disadvantages
• Gain knowledge of specific strategies!

SEO and SEO strategies

As mentioned at the beginning, SEO is short for Search Engine Optimization, aimed at making a site more favorable for top search engine rankings. Specific measures for SEO are referred to as “SEO strategies.”

SEO strategies involve optimizing a website to gain high rankings based on over 200 Google algorithms. Effective SEO strategies aim to achieve favorable evaluations from these algorithms.

Initial SEO efforts focus on enhancing the content and strategically placing relevant keywords within the site. 

Next, external strategies include gaining backlinks from other websites.

Search engine algorithms frequently update, necessitating regular reviews and updates to optimization efforts. 

SEO is not a one-time task but requires ongoing attention to stay current with algorithm changes, demanding careful planning and strategic implementation.

Understanding Search Engines

Let’s start by looking at ‘search engines’.

Search engines navigate the vast information on the internet, searching for web pages related to specific keywords and listing them for users.

Beyond Google, there are others like Yahoo! JAPAN and Microsoft Bing, with Yahoo! JAPAN using Google’s engine, resulting in Google dominating over 80% of the search engine share in Japan.

Search engines function through three primary steps: ‘crawling,’ where web crawlers collect data from web pages; ‘indexing,’ where the collected data is organized and stored; and ‘ranking,’ which determines the most relevant information for user queries.

Search engine technology continually evolves, striving to provide users with higher quality search results. SEO demands ongoing actions, attentive to the latest algorithm updates, requiring careful, strategic planning and execution.

Benefits of SEO

Why do companies invest in SEO? The reason is why SEO offers significant advantages.

Let me explain the benefits of SEO, highlighting seven key points:

-Increased site traffic

-Higher quality of incoming users

-Reduced advertising and promotion costs

-Content becomes a valuable asset

-Foundation for marketing efforts

-Opportunity for branding

-Optimization for voice search (VSO)

Increased Site Traffic

The primary benefit of SEO is increased traffic to your site.

Today, most people use the internet and search engines routinely, with Google alone processing 3.5 billion searches per day. By implementing various SEO strategies and achieving higher search rankings, you can expect increased inquiries due to more site visits.

Google Search Click-Through Rates by Rank (2020):

Rank Click-Through Rate 

1st 28.5% 

2nd 15.7% 

3rd 11.0% 

4th 8.0% 

5th 7.2% 

6th 5.1% 

7th 4.0% 

8th 3.2% 

9th 2.8% 

10th 2.5% 

Reference: Why (almost) everything you knew about Google CTR is no longer valid (SISTRIX)

The chart above shows that the higher your website ranks in search results, the more traffic it is likely to receive.

Click-through rates drop below 1% from the second page of search results onwards (rank 11 and beyond). To attract more traffic, aiming for the first page (ranks 1-10) is essential.

Indeed, 49% of marketers consider organic search to have the best ROI (Return on Investment), indicating that SEO success is closely linked to business success.”

The quality of incoming users is high

One of the benefits of SEO is the high quality of incoming users.

In attracting customers, it’s not just about drawing large numbers of people. Those who are likely to contribute to revenue are “people who are interested in your services or products, or who may be interested in the future.”

Users who come to a website from a search engine already have some needs and have taken the action of searching. Since they visit the site by clicking on it themselves, there is a tendency for a good match between “the user’s own needs” and “the services or products offered by the website.” This makes it possible for service providers to expect to acquire high-quality customers.

Reduced Advertising and Promotion Costs

A significant advantage of SEO is its ability to reduce advertising and promotion costs.

There are two main types of marketing strategies: push and pull. Push marketing is company-driven, involving methods like TV commercials and door-to-door sales, while pull marketing, which includes SEO, involves users actively seeking out information.

Push marketing can be expensive due to the broad reach required. In contrast, pull marketing strategies like SEO can be started with minimal investment and often yield effective results.

Ranking high in search engine organic search results allows continuous customer acquisition without cost per click. Thus, regardless of how much the display and click numbers grow, as shown in the graph, there is no need to pay the search engine for these accesses.

Similar marketing methods, like pay-per-click advertising and affiliate marketing, charge per click and per transaction, respectively. Pure advertising, such as banner ads, incurs costs proportional to the duration and volume of placement.

With SEO, there are no costs per click, and as long as the search engine continues to rate the site highly, customer acquisition can proceed without additional expenses. While not entirely free, as costs are incurred based on the implemented measures, if managed correctly, SEO can be a cost-effective strategy in the long term.

Content as an Asset

Another benefit of SEO is that content becomes an asset.

Content SEO, a prevailing method today, involves creating and distributing content, like articles and images, to achieve high search rankings and attract traffic from search engines. To attain high rankings, “quality content valued by Google” is essential, which can convert website visitors into customers.

Properly executed content SEO should naturally increase the quality of the content. Once created, this content remains virtually indefinitely, accumulating as an asset for customer reach. Over time, this can lead to stable and sustained traffic growth.

Foundation for Marketing

SEO provides a fundamental base for marketing.

Marketing encompasses all activities that create a foundation for selling products or services, being crucial for business success. SEO, in particular, is a fundamental aspect of digital marketing.

As people access various information and services through searches, achieving higher search rankings than competitors can significantly increase revenue. SEO, which boosts search rankings, serves as a cornerstone of the overall marketing strategy.

Branding through SEO

One of the merits of SEO is its potential for branding.

A brand differentiates itself from others, and branding refers “to activities that create and enhance brand recognition“.

Effective SEO increases the visibility of the ‘site name’ in search results, leading to increased brand recognition. Once users remember the site name, they are likely to search for it directly in the future. Increased direct searches indicate successful branding, as it shows enhanced recognition of the site. With heightened brand and online visibility, a business can gain more trust from customers.

Providing quality, valuable content is also effective in making the site memorable. This approach leads to creating fans of the website (fan marketing). Fans generated through content are likely to have a sustained interest in it, potentially becoming customers for the website’s services or products in the future.

Optimization for Voice Search (VSO)

Another benefit of SEO is its alignment with Voice Search Optimization (VSO).

Voice search allows users to perform searches on compatible devices using voice commands. Whether users conduct a traditional search or a voice search, the results for the same keywords are generally similar. Thus, achieving a high ranking in traditional searches often translates to high visibility in voice searches as well. Effectively, by doing SEO, you are also optimizing for voice search.

Challenges of SEO

Let’s also consider some of the drawbacks of SEO. I’ve picked out three disadvantages of SEO.

-Time-consuming and labor-intensive to see results

-Success dependent on correct implementation

-Potential for ranking drops due to algorithm updates

Time and Effort Required

A significant challenge of SEO is the time and effort required to see results.

With pay-per-click advertising, higher bids can quickly secure top advertising slots for keywords. However, SEO does not yield immediate ranking improvements. For instance, a new domain and website might take time to be recognized (indexed) by search engines.

Executing various SEO strategies takes time. For an existing website, the process typically involves analyzing the current state, determining appropriate measures, and implementing them systematically. These measures might include adjusting the site structure or creating content. After implementing these strategies, it’s necessary to monitor and adjust based on actual ranking changes.

Google explains as below. 

“SEO results can take time to materialize, often ranging from four months to a year. “

*Source: When SEO is Needed – Search Console Help

While SEO requires time and effort, once properly executed, it can lead to stable and improved rankings.

SEO’s Challenge Results Depend on Proper Execution

A drawback of SEO is that proper execution is essential for achieving results.

Merely adding articles or acquiring backlinks isn’t enough. If the added content or backlinks do not align with Google’s standards, the effort may not only fail to yield results but could also backfire.

To implement SEO effectively, it’s crucial to understand and adhere to Google’s recommended ranking improvement strategies. With features like rich results and knowledge panels, more information is now provided to users.

As Google frequently updates its standards, these guidelines can change. It’s not sufficient to understand these once; regular review and application to your website’s strategy are recommended.

Risk of Ranking Drops Due to Algorithm Updates

Another downside of SEO is the potential for ranking drops following algorithm updates.

Google’s algorithm, which determines search rankings, is regularly updated. Even if you achieve a first-page ranking after months or years of SEO effort, a single algorithm update could lower your position. A drop in ranking could drastically reduce the number of search visitors.

To mitigate this risk, it’s advisable to avoid black hat SEO practices disapproved by Google and instead use recommended white hat SEO strategies. Combining SEO with other marketing methods can also provide a safety net.

Adapting to SEO in 2024

For SEO in 2024, content quality remains paramount.

The Helpful Content System update in September 2023 has set a clear direction for future SEO strategies. Websites that “offer original and valuable content created by people, for people” will be more likely to appear in search results.

In future SEO, sites providing user satisfaction will be rated higher and more likely to appear at the top of search results.

SEO has evolved into SUO (Search User Optimization), focusing on optimizing the user experience.

A “high-quality site” that satisfies users is well-edited and organized across all aspects.

Therefore, SEO in 2024 will require considerable effort from site creators to meet these higher standards.

For an in-depth understanding, watch the video explaining the latest SEO trends for 2024.

Next, we will discuss the five key aspects of SEO in 2024, based on the General Guidelines.

User-First Content

The foundation of all SEO efforts lies in whether a site is designed with the user’s needs as the foremost priority.

The Helpful Content System by Google aims to make search results more beneficial and user-friendly. This system is designed to enhance the quality of information on the internet and provide users with truly essential content.

Rather than producing content solely for the sake of ranking higher in search engines, the focus is on delivering high-quality, useful information to users. Previously, individual articles of high quality could rank well, but under the Helpful Content System, the entire site’s content and thematic consistency are evaluated for ranking.

Understanding and embracing the Helpful Content System is crucial as it forms the basis of future SEO strategies.

About EEAT

Next, for a user-first site, the expertise, authoritativeness, and trustworthiness (EEAT) are critical. High expertise and authority have always been factors for better ranking. However, it doesn’t mean that only experts can create content that ranks well. Content based on personal experiences, even if not from an expert, can receive high ratings under the Helpful Content System.

In areas like YMYL (Your Money Your Life), which deals with financial or health information, expertise is often required to provide accurate and trustworthy information. However, personal experiences that are helpful can still rank well in these areas.

For instance, while an expert might provide content on “safe sleeping medications during pregnancy,” a non-expert sharing personal experiences on “how to use pillows for comfortable sleep during pregnancy” can also be valuable and receive high SEO ratings.

People help each other by sharing experiences, offering comfort, and discovering new insights. Thus, content based on personal experiences can be as valuable as expert information.

Therefore, don’t shy away from creating content just because you lack formal expertise or authority. Content based on personal experiences that others find helpful can achieve high SEO rankings.

Originality, Theming, and Added Value

After grasping the Helpful Content System and EEAT, check if your site content has a focused theme and originality.

Delivering valuable content to users means going beyond just recycling what others have published. 

Originality starts with having a clear theme for your site, which can also enhance its expertise.

Focusing on a specific theme allows for deeper exploration of that subject, increasing originality. Rather than covering a broad range shallowly, delve deeply into a narrow field to create high-value information that users seek.

Start by narrowing down the theme, showcasing originality, and delivering added value to the users. Keep this flow in mind when creating content.

Design Effort and High Technical Skill (UI/UX)

Once the content is set, the next focus is on how to deliver it effectively to users through design.

UI stands for User Interface, and a well-designed UI is crucial for gaining user trust. A high-quality UI design can entertain and satisfy users, leading to increased trust. Enhancing trust, a component of EEAT (Expertise, Authoritativeness, Trustworthiness), can positively impact SEO.

Creating a user-satisfying design requires high technical skills, innovative ideas, and creative thinking. Rather than relying on template designs, investing effort in crafting unique designs can improve the site’s expertise and usability, thereby positively influencing SEO.

Content’s Purpose, Accuracy, and Satisfaction

Regularly assessing whether the site content serves its intended purpose and remains aligned with its objectives is vital.

Over time, content initially created with the user in mind may drift due to market changes or internal and external factors. A site initially focused on providing helpful information may gradually prioritize the company’s interests, inadvertently straying from its original path.

Ensuring the accuracy and conducting fact-checks of site content is crucial to prevent misleading users and losing their trust.

Revisiting what makes content satisfying for users is essential for maintaining high SEO standards.

Key Points in Specific SEO Strategies

Here, we break down specific SEO strategies into five clear points.

In developing SEO strategies, it’s crucial first to grasp the big picture of SEO. Once you understand the overview, you can dive into the specific detailed tactics.

The overall picture of SEO can be more easily understood by dividing it into five main areas:

1.Keyword Strategy Development

2.Internal Measures (On-page SEO)

3.Content SEO

4.SXO Strategies (UI, UX, CRO)

5.External Measures (Off-page SEO)

These five strategies support the mission of creating user-first content.

SEO Strategy Items | KPI | Points | MUST (Essential Actions)

• Keyword Strategy Development: Decide which search queries to target. | Strategy is based on keywords with high monthly search volumes and long-tail keywords. | Differentiate between broad, middle, and small keywords and decide on navigation, transaction, and information queries.
• Internal Measures: Optimize the site’s internals to appear in search results. | Address both crawlability and usability aspects. | Ensure indexing, and revise titles and meta descriptions.
• Content SEO: Produce content that matches search intent. | Publish primary and uniquely high-quality information.  | Ensure expertise, authoritativeness, and trustworthiness (E-E-A-T).
• SXO Strategies (UI, UX, CRO): Design and user interface that prevent user dropout and enhance conversion rates. | Create a pleasant online experience with user-friendly design and functionality. | Update design and features, improve call-to-action, and enhance form optimization (EFO).
• External Measures: Progress in link building and gaining citations. | Increase citations through news releases and media appearances, and encourage third parties to acquire links. | Avoid purchasing low-quality links and actively engage in press releases.

Review these five SEO areas, their KPIs, and points, and start with the essential actions (MUST).

Now, let’s delve into the details of each SEO strategy.

• Keyword Strategy Formulation. 

The first step in SEO is formulating a keyword strategy.

Selecting the right keywords is crucial as it sets the difficulty level of the SEO process. Keywords (search queries) can be categorized into 3 based on their search volume.

1.Big keywords (more than 10,000 searches per month)

• Middle keywords (1,000 to 10,000 searches per month)
• Small keywords (less than 1,000 searches per month)

Moreover, search queries can be segmented based on the target audience of the users

• Navigational queries (specific customer group) lead directly to conversions.
• Transactional queries (active customer group) have a high probability of leading to conversions.
• Informational queries (potential customer group) are at the stage of lead acquisition.

Big transactional keywords face intense competition because they attract a lot of searches and have high commercial intent.

While ranking high for sales-driven keywords can significantly increase traffic, it’s challenging due to the high competition. 

Sometimes, targeting less competitive small keywords might be more beneficial for the business.

>>What is SEO Keyword Difficulty? The varying challenges of SEO across different fields.

Long-tail SEO involves focusing on these small, less competitive keywords.

>>What are SEO Keywords? Explaining the types and selection methods.

Understanding long-tail SEO is crucial in keyword strategy formulation. While ranking first for a popular keyword like “SEO” is great, focusing solely on this without achieving a top rank can waste time and resources. A valid strategy can also be ranking higher for combined or local keywords, driving traffic effectively.

>>Long Tail SEO

• On-Page SEO (Internal Measures)

The second strategic element of SEO is internal measures. It is also called on-page SEO, which involves optimizing the internal components of the site to appear in search results.

Internal SEO measures can be divided into two categories: crawlability and usability.

Crawlability measures ensure that Google’s robots can easily read and understand the site. A site with high crawlability follows W3C compliant HTML coding standards (HTML Living Standard), making it easy for search engines to find and comprehend.

Next, I will list the details of measures related to crawlability. For detailed information on each item, please click and check the specific page for each item to take appropriate actions.

<Measures Related to Crawlability>

• Optimizing title tags

• Optimizing meta description tags
• Setting up proper headings
• Optimizing image file names (alt attributes)
• Building internal links
• Structuring directories optimally
• Implementing breadcrumb navigation
• Submitting a sitemap
• Registering the site with Google (indexing)
• Implementing structured data
• Ensuring HTTPS (SSL certification)
• Setting canonical tags
• Unifying www and non-www versions
• Using robots.txt to block unnecessary pages

Usability is a term coined from “use” and “ability,” meaning usefulness, ease of use, and convenience. A website with high usability is easy for users to navigate and provides quick access to desired information.

Next, I will list the details of measures related to usability. For detailed information on each item, please click and check the specific page for each item to take appropriate actions.

<Measures Related to Usability>

• Improving site load speed
• Enhancing UI (User Interface)
• Enhancing UX (User Experience)
• Addressing Core Web Vitals
• Ensuring mobile-friendliness
• Implementing responsive web design
• Speeding up server processing

SEO’s internal measures integrate SEO techniques into the site. It’s crucial to address both crawlability and usability. Tokyo SEO Maker offers comprehensive internal SEO services, so consider downloading their service documentation for a thorough understanding of these measures.

• Content SEO

Successful content SEO involves creating high-quality content that meets user demands.

Google Search Central provides insights on what constitutes high-quality content, emphasizing

• Providing higher quality content to users. | Google Search Central
• Guidelines on creating quality sites. | Google Search Central
• Producing useful, reliable, user-first content. | Google Search Central

Initially, review these three Google Search Central pages to understand the criteria for high-quality content.

Creating content requires a deep understanding of what users are looking for, known as user intent. It’s vital to create content that confidently aligns with specific search queries to achieve top rankings.

Consistently offering fresh and unique primary information is also crucial.

Sharing your company’s expertise and strengths enhances your reputation as an expert in the field, boosting brand authority and, over time, leading to increased sales through SEO.

• SXO Measures (UI/UX & CRO Strategies)

The fourth SEO tactic involves SXO, or Search Experience Optimization, which focuses on enhancing the user’s search experience.

When considering user-first content, improving the search experience for site visitors is paramount. Enhanced user experiences can lead to satisfaction, conversions (like inquiries or downloads), and ultimately, increased sales.

<Key measures linked to SXO>

• Improving the User Interface (UI)
• Enhancing the User Experience (UX)
• Optimizing Conversion Rates (CRO)
• Analyzing and improving the site
• Understanding and enhancing user behavior

CRO stands for Conversion Rate Optimization, which involves strategies to increase the percentage of users who complete a desired action on a website.

>>What is Conversion Rate Optimization (CRO)? Detailed explanation of CRO strategies.

SEO effectiveness is measured using tools like Google Analytics 4 and Google Search Console.

These tools allow for a comprehensive evaluation of website performance, facilitating the review and optimization of SEO strategies. Google Analytics provides detailed insights into website traffic and user behavior, including metrics like traffic volume, page views, time spent, and bounce rates. Conversion rate, indicating the percentage of visitors completing targeted actions, is a critical metric for evaluating and improving website performance.

Traffic analysis helps identify areas needing improvement, guiding prioritization and prompt action on critical issues.

Conversely, Google Search Console helps manage how a website appears in Google searches, offering data on clicks, impressions, click-through rates, and average search rankings. This information is invaluable for assessing performance related to specific keywords and identifying site issues.

Utilizing both Google Analytics and Google Search Console provides a comprehensive analysis, allowing for strategic adjustments based on traffic sources and keyword performance.

• Off-Page SEO (External Measures)

The fifth aspect of SEO involves off-page measures, focusing on earning links and citations from external sources to gain external validation.

Link acquisition, part of link-building strategies, is crucial along with content for Google’s search rankings. Obtaining legitimate links is vital, as acquiring citations or links signifies endorsements from other users saying, “This site is recommended.”

Citations refer to mentions or references without a link, often with a nofollow attribute, indirectly suggesting the site’s value.

While there may not be a direct link, search engines recognize mentions or coverage on other sites as citations.

To enhance link-building and citation impact, strategies include creating and managing social media pages, developing a Google Business Profile, and getting featured in various media outlets.

>>What is a Citation? Explaining the meaning of citations and their SEO impact.

Be particularly cautious about SEO penalties in external measures. 

Search engines aim to present information that users seek, so manipulating search engine mechanics through excessive SEO or unethical links can lead to penalties, including being removed from search results.

To avoid penalties, strictly adhere to Google’s guidelines. Familiarize yourself with the basics of Google Search Central and align your SEO practices accordingly.

>>About SEO penalties

SEO Frequently Asked Questions (Q&A)

Let’s revisit some common questions about SEO to consolidate our understanding.

Q: What is SEO? 

A: SEO, or Search Engine Optimization, is the process of optimizing a site to appear in search engine results, specifically in the natural search slots known as SEO slots. Strategies used to achieve higher site rankings are referred to as SEO measures.

Q: What does SEO involve? 

A: SEO encompasses two primary activities: internal measures (on-page SEO) and external measures (off-page SEO). Understanding the target audience deeply and grasping the basic mechanics of search engines are crucial for successful SEO.

Q: What are the key points in SEO? 

A: Balancing the five SEO strategies—keyword strategy formulation, on-page SEO, content SEO, SXO measures (UI/UX & CRO strategies), and off-page SEO—is essential. Persistence and a long-term plan are key to success.

Q: Can I do SEO myself? 

A: Yes, basic internal SEO measures can be self-implemented. Start by understanding the guidelines provided here and manage your progress with an SEO checklist.

Q: I’ve duplicated page content to increase page count; is that okay? 

A: No, never duplicate page content. Copying content or having redundant content can lead to a drop in site evaluation. Create original content for each page.

Q: I’ve loaded my titles and meta descriptions with keywords; is that okay? 

A: No, avoid overusing keywords unnaturally. It could be considered spam and lead to penalties.

Q: I was offered 1,000 links at a low price; is that okay? 

A: No, purchasing links intentionally to improve search rankings is against Google’s guidelines and should be avoided to prevent penalties.

For further information and guidance on SEO, explore recommended Google resources like the Google Search Central help community, blog, and other Google support tools to manage and optimize your site’s SEO effectively.

Recommended Google sites

Google Search Central Help Community: Connect with other webmasters and provide feedback to Google.

Google Search Central Blog: Stay updated on Google’s latest news and information.

Google Help: Find answers to frequently asked questions.

Google Search Console: Manage sitemap submission, view statistics and diagnostic information, and control crawling and indexing.

Analytics Help: Get answers to your Google Analytics questions.

Google Search: For those interested in Google’s search algorithm.

General Guidelines: Google Search Quality Evaluation Guidelines (English version).

Search Engine Optimization Starter Guide: A must-read for beginners in SEO.”

Recommended SEO Tools

• Google Analytics (GA)
• Google Search Console (GSC) 
• Bing Webmaster Tools Similar to GSC, it helps identify issues on websites in the Bing search engine.
• Lighthouse Audit Provides site performance evaluations.
• PageSpeed Insights Assesses page loading speeds and offers suggestions for improvement.
• Mobile-Friendly Test Checks for issues on mobile devices.

Articles for SEO Beginners to Check

• SEO for Beginners 1/ Checking Indexing
• SEO for Beginners 2/ Practical Steps “Start Taking Action!”
• SEO for Beginners 3/ Managing Google Search Appearance
• SEO for Beginners 4/ Content Quality
• SEO for Beginners 5/ Image Optimization
• SEO for Beginners 6/ Mobile Friendliness

Summary

SEO, or Search Engine Optimization, improves a website to enhance its ranking in search engine results. Achieving high rankings through SEO can broaden business opportunities and contribute to business growth. Therefore, companies allocate budgets for SEO initiatives. Effective SEO strategies are crucial, but the most important aspect in 2024 remains creating user-first content. It involves developing content that aligns with user search intent, requiring time, effort, and resources. While search engine algorithms continuously evolve, they are ultimately designed to favor superior content. Continuously evaluating and improving published content is key to SEO success.

Author Profile

International Web Consultant Paveena Suphawet

A trilingual professional in English, Thai, and Japanese, she has numerous achievements in international SEO. She studied the latest IT technologies at Assumption International University, Thailand, and majored in International Business at the University of Greenwich, UK. Following her tenure at ExxonMobil’s Thai branch, she became a key member of Admano from its establishment.

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