What is SEO? The basic principles of Google search engine optimization

Have you ever wondered why some sites always appear at the top of Google search results, while others remain hidden on the tenth page?

The answer is hidden in three simple letters: SEO. Search engine optimization may sound technical and intimidating, but it's actually the key to digital visibility.

SEO is the bridge that connects your business to the people actively searching for what you offer. Unlike paid advertising, which stops working when you stop paying, SEO builds lasting, organic visibility that works for you 24/7.

How Google's search engine works

Google doesn't actually search the web when you type in a query. Surprising, right? Instead, it browses through its own huge catalog of websites that it has already discovered. It's like a librarian who doesn't check out every book in real time, but uses carefully organized index cards.

Scanning process (crawling)

The whole process starts with scanning. Google sends out digital scouts called "crawlers" (or "spiders," if you want to sound cooler at meetings) who roam the Internet, following links. If they can't find your site during this digital journey, you are virtually invisible to Google.

Content indexing

After discovery comes indexing - this is where Google tries to understand what your content is actually about. It's like browsing through an article to capture its essence. The difference is that Google reads everything: your text, images, videos and even the structure of your site. However, not everything makes it to the index. Google can be picky about what it puts in it, keeping only what it deems worth showing to searchers.

Ranking algorithm

Next comes the ranking. Google checks everything in its index to decide which sites deserve a spot at the top for specific searches.

In doing so, it juggles hundreds of factors - from whether your content actually mentions what someone is looking for, to the loading speed of your site, to whether other reputable sites link to yours. All of this happens in the blink of an eye.

Continuous evolution

Google handles billions of searches every day, and the system is getting smarter. Their engineers are constantly tweaking the algorithm, making thousands of improvements each year to deliver better results and stay one step ahead of those trying to cheat the system.

Key SEO ranking factors

Google's search engine algorithm uses more than 200 factors for SEO, but not all of them carry the same weight. It's useful to know which factors matter most, as this can help you focus your optimization efforts where they will have the greatest effect.

Quality and relevance of content

Quality content is an important ranking factor in Google's algorithm. High-quality content, meaning content that is informative, relevant and valuable to users, will always outperform shallow or superficial content. Google wants to show users material that answers their questions in depth and provides real value.

Your content must match what users are actually looking for. This means:

• Strategic balance between depth and breadth of content
• original research and presentation of data that cannot be found elsewhere
• media enrichment with relevant images, videos and infographics
• Fresh content and systematic update protocols to maintain accuracy

Content that does not match the search intent will not rank highly, no matter how well optimized it is technically.

Want to learn more? Here we explain how to create effective SEO texts.

Backlink profile

Backlinks are still an important ranking factor, serving as a kind of vote of confidence from other websites. Remember that quality is more important than quantity.

• Links from high authority sites carry more weight.
• Links from sites thematically related to your industry yield better results.
• Natural link growth looks more reliable.
• Diverse link sources build a healthy link profile.
• Links placed in the context of a page's content have more value.

Focus on gaining links naturally by creating valuable content, instead of using quick, artificial link building methods.

Want to know more about buying links? Read on!

The basics of technical SEO

Technical SEO creates the foundation that allows Google to properly scan, index and understand your website. Key technical factors include:

Without these technical elements, even the best content can have difficulty achieving a high position in search results.

User experience (UX) signals

User experience is having an increasing impact on rankings. Positive signals include:

• Low bounce rate. When visitors stay on your site instead of going straight back to search results, it's a signal to Google that your content is responsive to their query. Try to keep your bounce rate below the average for your industry and content type.
• Longer time spent on the site. The more time users spend interacting with your content, the more likely Google will find it valuable. High-quality content that holds readers' attention for more than 3 minutes tends to do better in search results.
• Multiple page views per session. When visitors browse several pages in a single visit, it means that your site is providing value beyond their original query. Internal linking strategies can encourage visitors to explore your site for longer.
• Recurring Visits. Returning visitors signal to Google that your site offers consistent value. Building an email list or encouraging people to bookmark your site can help increase returning traffic, which positively impacts ranking potential.
• Engagement with site features. User interactions, such as commenting, sharing, using tools or calculators, watching embedded videos or clicking on photo galleries, signal active engagement rather than just passive browsing.

When visitors spend more time on your site and interact with the content, Google interprets this as a positive sign that the site is meeting users' needs. On the other hand, if users quickly return to search results (known as "pogosticking"), your rankings may suffer.

Optimization for keywords

Keyword usage remains important, though it has evolved beyond simple keyword density. Strategic placement matters:

Focus on creating natural, readable content that includes relevant terms, avoiding artificial "stuffing" of keywords.

Adaptation to mobile devices

With more than half of all searches occurring on mobile devices, mobile optimization is an absolute necessity. Google now uses "mobile-first" indexing, which means it primarily evaluates the mobile version of your site when determining rankings.

Mobile optimization includes:

• responsive design (RWD).
• Touchscreen-friendly navigation.
• Legible text without the need to zoom in.
• appropriately sized buttons and links (easy to click with a finger).
• Fast charging on mobile connections.
• No intrusive full-screen ads or pop-ups.

Sites that offer a poor mobile experience will lose positions in search results.

Page Speed and Core Web Vitals

Page speed affects both rankings and user experience. Core Web Vitals indicators from Google measure:

• Largest Contentful Paint (LCP) measures loading performance - how quickly the largest piece of content (image, video or block of text) becomes visible to users. For good UX, LCP should occur within 2.5 seconds of a page starting to load. Optimize by reducing server response times, minimizing JavaScript execution and using efficient image loading techniques.
• First Input Delay (FID) measures interactivity - how quickly your site responds to user interactions, such as clicks or taps. A good FID score is under 100 milliseconds. Improve by splitting long JavaScript tasks, minimizing unnecessary JavaScript and using web workers for non-UI operations.
• Cumulative Layout Shift (CLS) measures visual stability - how much unexpected layout shifts occur during page loading. A good CLS score is 0.1 or less. Reduce layout offsets by specifying size attributes for images and videos, avoiding inserting content above existing content and using animation transform Instead of those that trigger rearrangements.

Faster-loading pages typically achieve better rankings, especially in mobile searches where users are less patient. You can measure your Core Web Vitals using tools such as Google PageSpeed Insights, Lighthouse or the Core Web Vitals report in Google Search Console.

Structured Data and Schema

Structured data helps search engines better understand your content and can enrich the way your site appears in search engine results pages (SERPs). Benefits include:

• Display "rich snippets" (extended snippets) in search results.
• Improved information in the Knowledge Panel.
• Increased chances of appearing in featured snippets.
• Better understanding of context by search engines.
• Potential for voice search optimization.

Although not a direct ranking factor, a properly implemented scheme can lead to better visibility and higher click-through rates (CTR).

E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness)

Google seeks to promote content created by people with genuine expertise (Expertise), experience (Experience), authority (Authoritativeness) and trustworthiness (Trustworthiness) in their fields.

Brand and social media signals

Although not direct ranking factors, brand strength and social media presence can indirectly affect SEO success:

• Consistent NAP data (Name, Address, Phone) on the Internet.
• Active social media profiles with an engaged community.
• Mentions of the brand on the web (even without links).
• Number of brand-related searches (branded searches).
• Reviews and ratings on trusted platforms.

Content that is readily shared on social media platforms often attracts more visitors and backlinks, which can directly affect rankings.

Analysis of search intent

If you don't understand why people are searching for something, your SEO efforts will be like shooting blindly. When someone types something into a search engine like Google, they are doing so for a specific purpose.

Types of search queries

People search for information in different ways, depending on their needs. Here are the four main types of queries:

It's not just a theory. The keywords people use give you direct insight into what stage of the purchase path they are at, which should influence your on-page SEO approach.

Recognizing the true intent of a search

Forget what you think people might be searching for. Here's how to actually determine their intentions:

• Search the term yourself: the easiest way to understand what Google thinks users are looking for is to see what's already at the top of the results.
• Check SERP features: Do Google Shopping results show up? Videos? Maps with local businesses (local pack)? These elements indicate what Google thinks a user is looking for.
• Check what's in "position zero": featured snippets reveal specific information that Google considers to be the most relevant answer to a query.
• Pay attention to content types: Are the top results dominated by tutorials? Product pages? Discussion forums? This shows the preferred content format.

This detective work helps you understand what will actually satisfy a user searching for something related to your business. The goal of SEO is to position yourself for queries that attract valuable traffic, not any traffic at all.

Keyword research that actually helps

Keyword research is not just about looking for terms with high search volume. It's about understanding the language your potential customers use. Here's what matters:

• Relevance to your business: Can you actually deliver what the user is looking for?
• Search trends: Is interest in a topic increasing or decreasing over time?
• Realistic competitive assessment: Do you have a realistic chance of competing with established players in the market?
• Business value: will gaining a high position for a given term translate into profits?

Most SEO tools will provide you with data on these factors. Remember, however, that the numbers are only estimates, not guarantees. Treat them as a guide, not an oracle.

Short tail and long tail - a practical look

You've probably heard of short tail and long tail keywords. Here's what really matters:

• Keywords "short tail" (e.g., "running shoes," "protein conditioner").
  • More searches, but huge competition.
  • Less precise intent (is the user researching the market, looking to buy, or just browsing?).
  • They usually require a high domain authority to achieve a high position.
• Keywords "long tail" (e.g., "best trail running shoes for wide feet," "plant-based protein nutrition without stevia").
  • Fewer searches, but much less competition.
  • Very precise intention (you know exactly what the user wants).
  • They often generate better conversions because they are so specific.

New websites should start with long-tail keyword targeting, where they have a real chance to compete, and then gradually move to more competitive phrases as they build authority.

The importance of time - seasonal searches and trends

User behavior on search engines is not constant - it changes with seasons, events and trends:

• Predictable seasonal patterns. Think holiday shopping, tax season or back-to-school searches.
• Event-related popularity spikes. Major sporting events, product launches or important news generate temporary spikes in searches.
• Emerging trends. New technologies or cultural changes create entirely new categories of searches.

Smart SEO efforts include planning ahead for these predictable changes. This is especially important for e-commerce SEO and SEO for news portals, where timing can determine the success of your efforts.

Create content that responds to real user needs

Once you understand the user's intention, you need to satisfy it:

• Meet expectations. If a person looking for "how to tie a tie" expects a step-by-step guide with photos, don't just offer them a video tutorial.
• Remove unnecessary information. If someone is looking for a specific answer, don't force them to wade through paragraphs of general information.
• Solve the actual problem. Answer the user's basic need, not just a superficial query.
• Anticipate subsequent questions. What will the user need to know after the first answer?

Different types of content serve different SEO purposes. Your strategy must take into account the search behavior of users at every stage of the customer path. Remember that search engines understand your content much better than they used to.

The era of "stuffing" keywords is long gone - focus on genuinely helping users, and high rankings should come on their own.

Why is off-page SEO (Off-Page SEO) important?

Most people are obsessed with what's on their website, but the truth is that what's happening outside of your site is often more important for SEO. Off-page SEO is all about what's happening elsewhere on the Internet that affects your rankings. Google analyzes these external signals to assess whether your website is actually worth recommending to search engine users.

Digital PR - more than just press releases

Digital PR is where traditional public relations collides with SEO. Instead of just chasing links, you build broader brand visibility while gaining valuable publications.

This approach to SEO is different from traditional link building:

• You are targeting journalists and mainstream publications.
• The topic must be genuinely interesting (newsworthy).
• You focus on creating stories that people actually want to share.
• Success is measured not only by the number of links.

Most PR efforts fail because they are too focused on their own benefit. Journalists don't care about your product launch unless it is truly revolutionary. They expect:

• data revealing surprising trends.
• expert opinions on emerging issues.
• unique perspectives on popular topics.
• visual materials that tell a story quickly.
• local relevance for local publications.

One successful PR campaign can dramatically improve your site's authority. But don't expect immediate results - building relationships with journalists takes time.

Guest posting (guest posts) - evolution

Guest posting has gained a bad reputation after years of abuse (associated with black hat SEO), but it is still valuable if done correctly. The key is selectivity and quality.

To make guest posting worth your time:

• Target only sites that your actual customers read.
• Offer topics that actually serve their audience, not just your SEO.
• create content at least as good as the content on your own site (content marketing and content optimization are key).
• seize the opportunity to build a position as an expert, not just get a link.
• Build relationships leading to regular publications.

Massive guest blogging campaigns on low-quality sites are likely to do more harm than good. One post per month on a respected industry site is worth more than dozens on forgotten blogs that no one reads.

Social media - indirect influence

Social signals are not direct ranking factors, but they indirectly affect SEO in several ways:

• Content shared naturally attracts more links.
• Social profiles often appear in search results for brand queries.
• Social channels generate traffic that improves user engagement rates.
• Social media visibility builds brand recognition, which increases the click-through rate (CTR) in search results.

This relationship works both ways. When your content ranks well in search (achieves high positions in Google), it often performs better on social media platforms as well. The best approach to SEO is to create content that performs well on both channels, rather than treating them separately.

Local SEO - Off-Site Components.

For companies with physical locations, local SEO has specific off-page requirements that online-only companies don't have to worry about:

First, your Company Profile on Google (Google My Company) is absolutely crucial. It's not just another directory entry - it's the centerpiece of your local SEO strategy. Keep it updated, regularly add photos and actively solicit reviews.

Speaking of reviews - they are the lifeblood of local SEO. A steady stream of positive reviews on Google, Yelp and industry platforms sends strong signals of trust. Develop a systematic approach to asking for feedback from satisfied customers.

Local mentions (NAP - Name, Address, Phone) also matter, but focus on quality, not quantity. A listing on a local chamber of commerce website carries more weight than dozens in obscure directories.

The most valuable local links come from community involvement - sponsor local events, participate in business organizations and build real relationships in your community. These activities generate natural local links that algorithms recognize as particularly valuable for local search and local positioning.

Brand mentions - you don't always need links

Not everything of value requires a hyperlink. Mere mentions of your brand on the Web help search engines establish your identity and authority.

These "alleged links" include:

• mentions in the news relating to your company.
• Discussions on forums about your products.
• social media conversations.
• mentions in podcasts.
• Industry reports quoting your company.

As Google's natural language processing continues to evolve, these unlinked mentions play an increasingly important role in establishing your brand as an entity worthy of high search engine ranking. Therefore, building overall brand awareness supports SEO, even without the direct benefit of links.

Partnerships that strengthen authority

Strategic partnerships are an often overlooked off-page SEO tactic. The right partnerships can significantly increase your visibility and authority:

• Industry influencers who share your content.
• Complementary companies for joint marketing activities (Internet marketing).
• Educational institutions to research partnerships.
• Industry associations for expert commentary.
• Community organizations for local relevance.

These relationships generate natural visibility that leads to authentic links - the ones that algorithms value most.

AI is just revolutionizing the world of influencer marketing. Learn how to take advantage of this change - listen to the latest episode of the Global Horizons podcast!

Measuring Progress in Off-Page SEO

You can't improve something you don't measure. Track these metrics (e.g., using Google Analytics) to assess your progress in off-page SEO efforts:

• New backlinks and their quality.
• Brand mentions on the web.
• Referral traffic (referral traffic) from external sources.
• Social media engagement when content is shared.
• Changes in domain authority metrics (e.g. Domain Authority) over time.

Just remember that off-page SEO works slower than on-site SEO work. Expect months, not days, to see significant changes resulting from these efforts. SEO effects take time.

International SEO

Your company's global expansion requires a specialized approach to SEO. International SEO ensures that search engines understand which countries you are targeting and which languages your content is available in.

Language and Geographic Management

The hreflang attribute is a cornerstone of international SEO. This HTML tag tells Google what language you are using on a particular page and what geographic region it is for.

<link rel="alternate" hreflang="es-mx" href="https://example.com/es-mx/page.html" />
<link rel="alternate" hreflang="en-us" href="https://example.com/en-us/page.html" />

Common implementation errors include:

• missing hreflang tags relating to the site itself.
• Incorrect language or country codes.
• Inconsistent implementation on different sites.
• Failure to include all language versions in the hreflang set.

In addition to technical implementation optimization, you need an SEO strategy for structuring international content.

Choose an international structure based on your resources and involvement in each market. The sub-directory approach is often best for testing new markets, while ccTLDs show a serious investment in SEO on specific countries.

Translation versus localization

Translation alone is not enough for international success. Proper localization adapts your content to cultural nuances, local search behavior and regional preferences.

Key differences:

• Translation is conversion of text from one language to another.
• Localization is the adaptation of content (part of content marketing) to local culture, preferences and search habits.

For example, "car insurance" directly translated into Spanish may not match what Spanish-speaking users are actually looking for.

Keyword research in each target language is essential. Each market may have completely different search volumes, levels of competition and user intent for seemingly equivalent terms.

Cultural conditioning also affects the effectiveness of the content:

• references to holidays and the timing of publication of seasonal content;
• Cultural symbols and color associations;
• Humor and idioms that don't translate;
• Local regulations and legal requirements.

Want to know more? Here we explain Localization of content in international SEO and its impact on SEO.!

International link building

Backlink profiles should also be region-specific. Links from local websites signal to search engines that your SEO site is relevant to a particular market.

Successful approaches to international link building include:

• listing in country-specific business directories and associations;
• Creating region-specific content that appeals to local publishers;
• Engaging local influencers and industry experts;
• Participation in regional events and sponsorship;
• Building relationships with country-specific media.

Tracking and measuring success requires looking at rankings(search engine positions) in a country's version of the search engine (e.g., google.fr, google.co.jp), not your local version.

SEO specialization for e-commerce

Although paid search(SEM, including Google Ads) often dominates e-commerce marketing budgets, organic search results typically generate more recurring revenue over the long term. SEO for e-commerce (especially for online stores) includes specialized tactics that help Google understand your products, categories and shopping experience.

Product page optimization (for SEO)

Product pages are not just for customers who have already found you - they need to achieve higher rankings in Google search results for active product seekers. Search engines use multiple signals to evaluate product pages.

• Put specific keywords with high purchase intent at the beginning of product titles . This matters because it appears in search results as a clickable link;
• Product descriptions create original content that answers buyers' questions. This makes it easier for search engines to distinguish your site from the competition(optimize content for SEO);
• Technical specifications list key features in structured formats. This helps tailor your product to specific inquiries;
• Deploy reviews with the appropriate schema designation. This generates star ratings in search results, increasing CTR.

The biggest SEO mistake for e-commerce is falling back on manufacturer descriptions. When hundreds of websites use identical content, search engines have a hard time figuring out which page should rank higher. Creating unique descriptions(SEO texts) makes your product pages deserve to appear at the top of search results.

Category page structure

Category pages often have greater ranking potential than individual products for broader commercial terms. Well-structured category pages can rank high in the search engine for high-volume queries while distributing "link power" (link equity) to product pages.

Effective category page elements that help Google understand your site's hierarchy (optimizing your sitefor SEO) include:

• A descriptive H1 header containing the main category keyword;
• Unique introductory content (not just a product grid);
• logical facet navigation that does not create duplicate content problems;
• A clear structure of breadcrumbs showing relationships between categories;
• Internal linking to related categories and recommended products.

For large directories, it is crucial to properly implement pagination(technical optimization) so that search engines can easily index all your products without falling into the trap of combinations of filters that create millions of URLs.

The impact of user-generated content (UGC)

User-generated content (UGC) solves a fundamental SEO challenge for e-commerce: creating unique content for SEO at scale. Customer-generated content helps Google recognize your site as an authoritative source in your product category.

Effective UGC strategies that improve search engine visibility include:

• Product reviews with keyword-rich feedback on specific features;
• Q&A sections, where customers answer common pre-purchase questions;
• user photos showing products in real-world applications;
• lists and collections created by customers;
• Discussion forums focused on product use and problem solving.

Such content not only helps SEO, but also allays buyers' fears that may be holding back conversions. Search engines and users value authentic product prospects.

Inventory management vs SEO

How you manage product availability affects both user experience and search engine rankings. Out-of-stock products pose special challenges for maintaining search engine visibility.

Consider these approaches depending on the status of the product:

• Temporarily unavailable - leave the page active with a clear replenishment notice;
• Seasonal products - maintain the URL year-round with updated messages during the off-season;
• discontinued products - redirect to replacement products or maintain a page with a clear message.

For large catalogs, implementing inventory data feeds that automatically update your product schema(technical optimization) makes it easier for search engines to show accurate availability information in results.

Implementation of the product schema

Enhanced results (rich results) generate much higher click-through rates (CTR) in competitive shopping searches. Implementing schema markup for products is one of the most effective ways to stand out on Google's search engine results pages (SERPs).

Necessary product schema features include, but are not limited to,:

<script type="application/ld+json">
{
 "@context": "https://schema.org/",
 "@type": "Product",
 "name": "Nazwa produktu",
 "image": "https://example.com/photo.jpg",
 "description": "Opis produktu...",
 "brand": {
   "@type": "Brand",
   "name": "Nazwa marki"
 },
 "offers": {
   "@type": "Offer",
   "url": "https://example.com/product",
   "priceCurrency": "PLN",
   "price": "119.99",
   "availability": "https://schema.org/InStock"
 }
}
</script>

Testing your schema implementation with Google's augmented element results test ensures that you are providing the information search engines need to generate improved results. This is an important part of technical optimization.

SEO videos for products

Video content has become a key part of SEO strategies for e-commerce. Product videos can significantly improve the engagement metrics that search engines use to evaluate the quality of a site.

To maximize the impact of video SEO:

• post videos on product pages (not just YouTube);
• Include transcriptions rich in keywords;
• implement schema tags for video;
• Create playlists that organize related product videos;
• Add chapter tags for longer demo videos.

Many successful e-commerce sites have found that comprehensive product videos rank on their own in search results, providing additional entry points to their stores beyond traditional text pages.

SEO is a long-term process, not a one-time action

SEO is a process that requires constant effort as algorithms evolve, competitors improve, and user behavior changes. SEO is an investment, not an expense.

Successful companies integrate SEO into their ongoing marketing efforts, rather than treating it as a finite project. The main goal of SEO is to increase the visibility of websites in organic search results.

Key points:

• Make data-driven decisions. Analyze traffic patterns(Google Analytics) to identify converting content, keyword opportunities, technical issues(perform an SEO audit) and buying behavior;
• equivalent short- and long-term strategies:
  • Technical optimization - results within days/weeks;
  • On-page optimization (optimization of the site for SEO) - 1-3 months;
  • content marketing strategies - 3-6 months;
  • Building authority (Off-page SEO) - years. SEO is a long-term process;
• adapt to the evolution of search:
  • AI-based search that changes the appearance of results;
  • Voice search growing with different query patterns;
  • Mobile search dominating consumer categories;
  • "zero-click" results affecting traffic rates;
• Maintain SEO basics:
  • Clear, indexable site architecture (in accordance with Google guidelines);
  • fast-loading pages;
  • valuable content that responds to users' needs(content optimization for SEO);
  • proper keyword research;
  • Quality links from relevant sources(white hat SEO).

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