Whether you're building your first website or trying to bring in more visitors, understanding Search Engine Optimization (SEO) is one of the most important steps you can take. SEO helps your website appear in search engines like Google, Bing, and Yahoo when people look for products or services you offer. The best part? Many SEO improvements are simple and free.
We have prepared this handy-dandy guide for you to walk you through the SEO basics.
1. What is SEO?
SEO (Search Engine Optimization) is the process of improving your website so that search engines can understand it and rank it higher in search results. The higher you rank, the more likely people are to click on your site.
SEO includes:
- On-page SEO – optimizing your content, keywords, and structure.
- Technical SEO – improving how your site is built and performs.
- Off-page SEO – getting links and mentions from other sites.
2. Start with the right keywords
Keywords are the words people type into search engines. Think about how your customers actually search. They’re not just typing in one or two words, they’re asking full questions or speaking naturally into their phones:
- What would someone say or search for if they needed your product or service?
- Try tools like Google Keyword Planner or Ubersuggest to explore how people are really phrasing their queries.
Tip: Focus on long-tail keywords (e.g. "vegan bakery in Dallas") instead of short, broad ones (e.g. "bakery").
3. Optimize your website’s content
Once you have your keywords, place them naturally in key areas:
- Page titles and meta descriptions: What shows up in search results; helps users and search engines understand your page.
- Headings (H1, H2, etc.): Structured titles that break up your content. H1 is the main title (used once per page), H2s are subheadings, and H3s break those down further. They help search engines and users scan your content.
- Body text: The main content of your page; where keywords should appear naturally.
- Image alt text: Describes images for accessibility and helps search engines “see” them.
- URLs: The web address of a page; clean, keyword-rich URLs are better for SEO.
Don’t overdo it. Write for humans first, search engines second.
Here’s an example:
"Looking for a vegan bakery in Dallas? Our family-owned shop offers 100% plant-based treats you’ll love."
Google prioritizes websites that:
4. Improve page speed and mobile experience
- Load fast (ideally under 3 seconds)
- Look and work well on mobile devices
Here’s what you can do to improve both page speed and mobile experience:
- Use smaller image files so your pages load faster (they should still look clear, just not too large).
- Choose a website theme or builder that’s mobile-friendly.
- Avoid too many pop-ups, animations, or anything that slows down your site.
- Test your site with free tools like Google PageSpeed Insights to get easy-to-follow suggestions.
5. Clean URLs
Use simple, readable URLs like:
Instead of:
- www.yoursite.com/page?id=3241
Clean URLs help both users and search engines understand your content.
6. Create content that provides value
Search engines love new and useful content. Start a blog, write FAQs, or share how-tos related to your industry. Update your site regularly.
Tip: Think about what your customers ask most often—and answer those questions online.
7. Set up Google Search Console
Google Search Console is a free tool that shows how your website appears in search results.
You can:
- Submit your sitemap: A sitemap is a file that lists all the pages on your website. Submitting it helps Google find and index your content more efficiently.
- Identify which keywords are bringing people to your site
- Monitor for errors: Get alerts about problems like broken links, pages that can’t be indexed, or issues with mobile usability so you can fix them.
8. Use backlinks to build trust
A backlink is when another website links to yours. For example, if a blog post on exampleblog.com includes a link to your website yourwebsite.com, that link is a backlink for you. The more trustworthy sites link to you, the better your SEO.
You can:
- Create helpful content (like guides or resources) that others naturally want to link to
- Ask partners or suppliers to link to you
- Become a subject matter expert in high value websites
Why is it important?
- Search engines see them as votes of confidence
- High-quality backlinks can improve your site's authority and rankings in search results
- They drive referral traffic from the linking site
9. Use local SEO
If you serve a local area, optimize your site for local SEO:
- Create a Google Business Profile
- Add your address, phone number, and hours clearly
- Include location keywords on your pages (e.g., “Dallas pet grooming”)
Hostway can help! Our Local directory & reputation management tool makes it easy to keep your business info consistent across online directories and manage customer reviews—all from one place.
Bonus: Tools & Resources
- ✅ Google Analytics – Website traffic tracking
- ✅ Yoast SEO (WordPress plugin) – Helps optimize pages
- ✅ Screaming Frog SEO Spider – Site audits
- ✅ Hostway Support – For technical help and guidance
Final Thoughts
With a bit of effort and the right tools, SEO can turn your website into a powerful business engine. Hostway is here to support you every step of the way—from building your site to making sure it performs at its best with powerful back office tools.