Summary

In this article, we tell you about the SEO Guide covering all the essential basics of search engine optimization.
We explain what SEO is and why it matters for your website’s visibility. We discuss the importance of keywords—including their different types such as informational, commercial, transactional, navigational, short-tail, and long-tail—and how to choose the right ones for your content.

The guide covers both on-page SEO (optimizing your website’s content, headings, images, and links) and off-page SEO (building your site’s authority through backlinks, domain and page authority, referring domains, and monitoring backlinks activity). We also explain the difference between dofollow and nofollow links and why both are important.

By following this comprehensive guide, you’ll learn how to improve your website’s ranking, attract more visitors, and establish lasting credibility online.

Search Engine Optimization (SEO) is the foundation of digital visibility in 2025. This guide breaks down the essentials of SEO, including what it is, the main types, detailed on-page SEO rules, and off-page SEO strategies.

What is SEO?

SEO stands for Search Engine Optimization. It is the process of improving your website’s content, structure, and authority so that search engines like Google can better understand and rank your pages for relevant user searches. The primary goal is to increase your website’s visibility in search engine results pages (SERPs), drive organic (unpaid) traffic, and connect with your target audience .

SEO matters because:

It helps users find your website among billions online.
It drives the majority of web traffic for most sites.
It builds trust and credibility by ranking higher in search results.

Types of SEO

SEO is commonly divided into three main types, each with a unique focus:

Type	Focus Area	Examples
On-Page SEO	Content and HTML optimization on your website	Keyword use, headings, meta tags, internal linking
Off-Page SEO	External signals from outside your website	Backlinks, social media, brand mentions
Technical SEO	Site infrastructure and backend improvements	Page speed, mobile-friendliness, crawlability

On-Page SEO Rules

On-page SEO is about optimizing the elements within your website. Here are the essential rules for 2025, explained step by step:

Rule 1: Heading Optimization

Proper heading structure helps both users and search engines understand your content hierarchy. Best practices include:

H1 Tag: Use only one H1 per page, and include your main keyword in it.
H2 Tags: Use at least two H2 tags per page. At least one should contain your target keyword.
H3 Tags: Use as many H3 tags as needed for subtopics. At least one should include your keyword.

“Google has stated that using an H1 tag ‘helps Google understand the structure of the page.’ It’s best practice to include a single H1 per page with your keyword.”

Rule 2: Content Optimization

Use your main keyword within the first 100 words of your content.
Write clear, relevant, and helpful content that answers user intent.
Structure content with bullet points, short paragraphs, and clear subheadings.
Keep your keyword density between 0.5% and 1%—enough for relevance, but not so much that it feels forced.

Rule 3: Image Alt Tags

Every image should have a descriptive alt tag.
Include relevant keywords in alt tags where appropriate, but avoid keyword stuffing.
Alt tags help with accessibility and allow search engines to understand your images.

Rule 4: Internal and External Linking

Internal Linking: Link to other relevant pages within your own website. This helps search engines discover your content and improves user navigation.
External Linking: Link to reputable, authoritative sources to provide additional value and context for your readers.

Rule 5: Keyword Density

Maintain keyword density between 0.5% and 1% for your main keyword.
Focus on natural language and avoid overusing keywords, as excessive repetition can harm rankings.

What Are Keywords?

Keywords are the words or phrases people type into search engines like Google when looking for information, products, or services. They act as the bridge between what users want and the content you provide on your website . In SEO, selecting and using the right keywords is crucial for helping your pages appear in relevant search results.

Types of Keywords

Understanding keyword types helps you match your content to user intent and improve your SEO results. Here are the main categories:

1. By Intent

Keyword Type	Purpose & Examples
Informational	Users want to learn something. Example: “How to make cold brew coffee”
Navigational	Users want to find a specific website or page. Example: “Facebook login”
Commercial	Users are researching brands or products. Example: “Best coffee maker 2025”
Transactional	Users are ready to buy or take action. Example: “Buy coffee maker online”

2. By Length

Keyword Type	Description & Examples
Short-tail	1-2 words, high search volume, broad intent. Example: “Coffee”
Medium-tail	3-4 words, moderate search volume, more specific. Example: “Best coffee for espresso”
Long-tail	4+ words, lower search volume, highly specific. Example: “Best coffee maker under $100 with grinder”

3. Other Common Types

Primary Keywords: The main focus of your content. Example: “SEO basics”.
Secondary Keywords: Support the main topic. Example: “SEO tips for beginners”.
LSI (Latent Semantic Indexing) Keywords: Related terms that help search engines understand context. Example: “on-page SEO techniques”.
Local Keywords: Target specific locations. Example: “Coffee shops in Boston”.
Branded Keywords: Include brand names. Example: “Nike running shoes”.
Money Keywords: High-value for sales or conversions. Example: “Buy Adidas basketball shoes”.
Compound Keywords: Combine brand and product. Example: “Buy Adidas basketball shoes”.

Off-Page SEO: A Deep Dive

Off-page SEO is all about the signals and actions outside your website that influence your search rankings. The most critical of these are backlinks, but several other factors play a significant role in building your site’s authority and trustworthiness.

1. Backlinks: The Heart of Off-Page SEO

A backlink is a link from one website to another. Search engines like Google view backlinks as “votes of confidence”—the more relevant and authoritative the linking site, the more valuable the backlink is for your rankings .

How to Earn High-Quality Backlinks:

Create Share-Worthy Content: Publish original research, guides, or data-driven articles that others want to reference.
Guest Posting: Write articles for reputable sites in your niche, which can include a link back to your own site .
Broken Link Building: Find broken links on other sites and offer your own relevant content as a replacement .
Digital PR & Influencer Outreach: Get featured in news outlets or collaborate with influencers to earn backlinks and mentions .
Community Participation: Engage in forums, Q&A sites, and industry discussions to subtly promote your expertise and content .

2. Domain Authority (DA) & Page Authority (PA)

Domain Authority (DA): A score (from 0 to 100) created by Moz that predicts how well a website will rank on search engines. Higher DA means stronger potential to rank.
Page Authority (PA): Similar to DA, but for individual pages rather than the whole domain. It predicts the ranking strength of a specific page.

Why DA and PA Matter:

Backlinks from high-DA/PA sites are more valuable than those from low-scoring sites.
Improving your own DA and PA involves earning quality backlinks, publishing great content, and maintaining a strong site structure.

3. Referring Domains

A referring domain is a unique website that links to your site. For example, if you have 100 backlinks but only 10 different websites linking to you, you have 10 referring domains.

Why Referring Domains Matter:

Diversity is key: Multiple referring domains signal to search engines that your content is valued across the web.
Quality over quantity: It’s better to have 10 backlinks from 10 different high-quality sites than 100 backlinks from a single site.

4. Backlinks Activity

Backlinks activity refers to how frequently new backlinks are acquired and how stable your existing backlinks are over time.

Consistent Growth: Regularly earning new, quality backlinks shows your site is active and relevant.
Link Decay: If you lose a lot of backlinks suddenly, it can negatively impact your rankings.
Monitoring: Use tools like Ahrefs, Moz, or SEMrush to track your backlinks and referring domains.

5. Dofollow vs. Nofollow Links

Dofollow Links: These are standard links that pass “link juice” (ranking authority) from one site to another. Search engines follow these links and consider them when ranking your site.
Nofollow Links: These links include a rel="nofollow" tag, telling search engines not to pass link juice. However, Google may still use them as a trust signal, especially if they come from reputable sources.

Best Practices:

Aim for Dofollow: Most of your backlinks should be dofollow to maximize SEO value.
Nofollow Still Matters: Nofollow links from authoritative sites (like Wikipedia or major news outlets) can still boost your credibility.

Summary Table

Factor	What It Is	Why It Matters
Backlinks	Links from other sites to yours	Main ranking signal, builds authority
DA/PA	Scores for domain/page authority	Predicts ranking ability, values quality links
Referring Domains	Unique sites linking to you	Shows content’s reach and credibility
Backlinks Activity	Frequency and stability of new backlinks	Indicates site relevance and growth
Dofollow/Nofollow	Type of link (passes juice or not)	Dofollow boosts rankings, nofollow adds trust

Practical Tips for Off-Page SEO

Focus on quality over quantity for backlinks .
Monitor your DA, PA, and referring domains using SEO tools.
Engage in digital PR, guest posting, and influencer outreach to earn diverse, high-quality links .
Track your backlinks activity to spot trends and address any issues.
Understand the difference between dofollow and nofollow links and aim for a natural mix.

By mastering these off-page SEO elements, you’ll build a stronger, more authoritative online presence that search engines—and users—trust.

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