SEO Principles: 7 SEO Fundamentals to Help Your Campaign Succeed (2023)

Did you know that only 44% of businesses use search engine optimization (SEO)? If you haven’t already invested in this method, you’re missing a great opportunity to market to leads that are already interested in your business that have the potential to turn into conversions.

If you want to get started with SEO, you must know the core SEO principles that will help you run a successful campaign. You can find a quick answer to what your campaign needs, though, by entering your URL here.

7 SEO principles to live by (and help your campaign succeed)

On this page, we’ll provide you with seven SEO fundamentals to help you create a successful SEO campaign.

  1. Research and integrate keywords
  2. Focus on user experience
  3. Optimize title tags
  4. Optimize meta descriptions
  5. Publish valuable content
  6. Tag images
  7. Link internally

If you want to learn more about SEO, check out our customized SEO campaigns to see how you can create a successful strategy. If you want to learn the fundamentals of SEO, keep reading! If you’re interested in implementing an SEO campaign on your website, feel free to contact us or give us a call at 888-601-5359!

1. Keyword research and integration

Have someone explain SEO, and they’ll mention keyword research and integration as two crucial components of SEO. When users conduct searches, they use keywords to find relevant information about the topic they’re searching for. If you want these leads to find your business, you must utilize the right keywords to help them find it.

Keyword research

Keyword research is a crucial component to helping you rank in relevant search results.

You can use numerous keyword research tools, like BuzzSumo or Keyword Tool. These keyword research tools enable you to find the most appropriate terms for your campaign. When you conduct keyword research, you’ll want to focus on long-tail keywords.

Long-tail keywords contain three or more words. An example of this keyword is “plumbers in Harrisburg, PA” or “electricians near Harrisburg, PA.”
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These keywords are better for your campaign than short-tail keywords, which only contain one or two words. If someone searches “electrician” or “plumber,” for example, it’s harder to determine their search intent.

They may be looking for a definition of the word, how to become one, or an actual plumber or electrician to employ for a project. Short-tail keywords don’t have a specific search intent, so it’s more challenging to drive valuable traffic. Your site is less likely to be relevant to their search query because it’s so broad.

On the other hand, you know someone who searches “electricians near Harrisburg, PA” is looking for an electrician in that area. Keyword research will help you find these long-tail keywords and reach more leads interested in your business.

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Keyword integration

Once you have your keywords selected, you’ll integrate them into your site. Keyword integration is a crucial part of SEO.

If you want to rank in relevant search results for specific keywords, you must integrate them into your site content. When you integrate keywords, use them naturally in your copy. If you overuse keywords on your page, it will lead to keyword stuffing.

Google sees keyword stuffing as a negative signal, so you will risk hurting your site’s ranking if you overload your page with keywords. By integrating keywords, you’ll help your site appear in more relevant search results. It’s one of the best SEO practices for having an effective campaign that grows your business.

2. Focus on the user experience

If you want to know how to improve SEO, start by improving the user experience. User experience plays a fundamental role in SEO. Any time someone visits your website, you want them to have a positive experience and engage with your site content.

SEO Principles: 7 SEO Fundamentals to Help Your Campaign Succeed (2) Google takes the user experience into account when ranking your site. If people enjoy your website, they’re likely to remain on it longer – this is referred to as dwell time. When your dwell time is high, Google sees this as a positive signal that your page is relevant to the user search query.

Here are a few ways that you can improve the user experience on your site.

Improve page speed

Page speed plays an essential role in your audience’s experience on your site. Your audience doesn’t want to wait for your page to load to get the information. If it takes too long to load, your audience will leave your site and visit a competitor’s site instead.

Eighty-three percent of people expect your website to load in three seconds or less. If your site doesn’t load quick enough, you risk losing valuable traffic for your business. So, how do you improve your site’s load time?

SEO Principles: 7 SEO Fundamentals to Help Your Campaign Succeed (3) To start, you can use Google PageSpeed Insights to help see how long it takes for your site to load. The tool provides metrics for your load time on both desktop and mobile. Google PageSpeed Insights also provides you with optimizations you can do on your site to improve your load time.
SEO Principles: 7 SEO Fundamentals to Help Your Campaign Succeed (4)
If you don’t have experience improving your load time, you can rely on page speed services from a digital marketing company.

An experienced digital marketing company, like WebFX, will help optimize your site to get it running quickly.

Simple navigation

Your navigation is an essential component of your website. When users enter your site, they want to find relevant information quickly. If your navigation is disorganized, it could lead to bad user experience.

When you set up your navigation, you should use broad category headings rather than super detailed ones. These broad headings will help you keep your content more organized by providing fewer tabs. SEO Principles: 7 SEO Fundamentals to Help Your Campaign Succeed (5) Underneath these broad headings, you can create smaller subcategories that help direct your audience to more specific information.

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For example, let’s say you’re an HVAC company. You want to make it easy for people to find your air conditioning repair services. To make it easy for your audience, you can start by creating a broad “Services” category.

If people are looking for services, they will go to that tab immediately. Under the services tab, you can break up the different types of services you offer. You may want to categorize all your services by heating, ventilation, and air conditioning.

Underneath the air conditioning section, you would put your air conditioning repair services. The navigation path looks like this: Services à Air conditioning services à Air conditioning repair This path is straightforward and easy for your audience to follow to get to air conditioning repair services.

Adding visuals

Visuals are a crucial component of your site. If your audience visits your website and sees a wall of text, they will lose interest.

It’s much more engaging to look at a page that has custom graphics and images. You can put numerous types of visuals on your site. These visuals include photos, videos, and infographics.

These visuals add a point of interest for your audience that gets them to engage on your website. Visuals can also help provide your audience with the vital information they may miss when scrolling through your pages. For that reason, visuals make it extremely easy for users to skim your content, which is a massive plus for usability.

3. Optimize title tags

Title tags are a crucial component of SEO. When users search through Google, they’ll see your title tag in the search results, and matter of fact, it’s the first thing your audience sees when they find your listing. One of the most crucial SEO principles is to optimize your title tags.

Since it’s the first thing your audience sees, you want to make a good impression and show them that your page is relevant to their search query.
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To optimize your title tags, you’ll start by integrating your most important keyword into your title first. You want it to appear towards the front of your title to ensure your audience sees it and knows your page is relevant to the search results. Let’s say you’re a flower shop, and you’re creating a page for the keyword “best floral arrangements.” Here are some examples of good titles that put your keyword first:

  • 10 Best Floral Arrangements for Your Wedding
  • Best Floral Arrangements: 10 Arrangements to Wow Your Wedding Guests
  • The Best Floral Arrangements to Impress Your Wedding Guests

Each of these titles puts the vital keyword, “best floral arrangements,” first. If someone searches for this key term and sees any of these titles, they will know it’s relevant to their search query. SEO Principles: 7 SEO Fundamentals to Help Your Campaign Succeed (7) By optimizing your title tag, you’ll help drive more relevant leads to your business’s page.

It’s one of the most critical SEO fundamentals for getting leads to click on your listing.

4. Optimize your meta description

One of the basic SEO principles, next to optimizing your title tag, is optimizing your meta description. Your meta description is another crucial component of your SEO listing that your audience looks at before clicking on your website. Your meta description is a small blurb that appears below your title tag.

This small section of text allows you to give your audience a quick preview of your page to help them determine if your page is relevant.
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You only have about 150-160 characters for your description before it gets cut off. You’ll want to use these characters wisely to ensure that you’re providing your audience with additional information that’s of value to them. Similar to your title, your meta description is a sneak peek of your article.

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If you have a particular sentence or two in your article that helps provide your audience with additional valuable information, you can use that in your meta description.

5. Publish valuable content for your audience

If you want to know how to improve SEO, start with creating a content marketing plan for your business. Content marketing is a crucial component of your SEO campaign. When you create content, you drive valuable traffic to your page.

This strategy also helps you keep leads on your page longer, which increases dwell time and sends a positive signal to Google. To start creating content, you’ll want to choose your format. Content comes in numerous forms, including:

  • Blogs
  • Videos
  • Infographics
  • Ebooks
  • Guides

Use a variety of these formats to keep your content engaging for your audience. When you create content, focus on industry-related topics. You want to drive traffic to your content that is interested in your business.

If you aren’t writing about relevant issues, you’re going to drive traffic that’s not interested in your business.

Let’s go back to the “best floral arrangements” keyword.

Imagine that you’re a plumbing company and you see that many people are looking for floral arrangement ideas. If you write a blog post about this topic, because it’s popular, you’re going to drive traffic to your site that’s looking for floral arrangement ideas. However, this traffic isn’t relevant to your business.

People looking for information about floral arrangements aren’t going to hire a plumber. You must choose the right keywords so you can attract relevant traffic with your content.

Content marketing is an excellent opportunity for your business to share your knowledge with your audience. When you share your experience, you establish your business as an authority in your field.

It’s an excellent way for you to build trust with your audience. If you’re looking for how to improve SEO, content marketing is the solution. Content marketing is an excellent way for you to drive traffic to your site and keep leads on your page longer.

6. Tag images

When you are setting up your pages, you want to ensure that your pictures are always readable. Alt tags provide valuable details for your audience. SEO Principles: 7 SEO Fundamentals to Help Your Campaign Succeed (9) Alt tags are fundamental for SEO.

Google can’t understand images solely as image files. Alt tags add context to your images and help Google understand your images’ relevance to your page. There may be instances where your images don’t load on the page.

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It’s important to have alt tags on your pictures, so users, and Google, know what the photo is depicting. Tagging images is one of the best SEO principles for helping Google read your site and index it.

7. Link internally

Internal linking is of one the SEO fundamentals that influence your audience’s dwell time on your page. When you link internally, you guide your audience to additional pages on topics relevant to your page. Internal links keep your audience engaged on your page.

They help guide your audience to informative pages that expand their knowledge on a topic that they’re already interested in learning. Internal linking can even lead them to learn something new! They can continue learning about different, relevant topics, all while becoming more familiar with your brand.

When you link internally, you’ll want to choose relevant anchor text. Anchor text is the text that holds the link. It helps users and search engines understand the context of your link.
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As you’re looking at SEO fundamentals, don’t forget to include links internally.

It’s these fundamental SEO principles that enable you to drive successful results with your SEO campaign.

Looking for an all-in-one SEO audit tool? You’ve found it.

SEO Checker provides data on key metrics to give you:

  • Complete SEO score
  • Content Grade
  • Site Speed Analysis
  • and more.

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Use SEO principles to help you create an effective campaign for your business

When 89% of marketers say SEO is successful, you don’t want to miss out on a great strategy that will help your business grow. By applying SEO principles, you’ll help your business create a successful plan that enables you to increase your traffic and earn more conversions. If you aren’t sure how to implement a successful SEO project managment campaign or need access to the best SEO tools around, WebFX can help.

With over 25 years of experience, we know how to create SEO campaigns that boost your website’s traffic and help you obtain more valuable leads. With a team of over 500 experts, we’ll help you create the right SEO plan to grow your business. To learn more about SEO, check out our SEO plans to see what all this strategy encompasses.

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If you have questions about how you can create a successful strategy for your business, contact us online or call us today at 888-601-5359 to speak with a strategist about our customizable plans.


What are the top 7 benefits of SEO marketing? ›

Top 8 SEO Benefits
  • SEO Benefit 1: Brings Organic Search Traffic to your Website.
  • SEO Benefit 2: Generates Leads Cost-Effectively.
  • SEO Benefit 3: Increases Brand Awareness.
  • SEO Benefit 4: Gets You Ahead of the Competition.
  • SEO Benefit 5: Optimizes Your Website for Mobile Users.
  • SEO Benefit 6: Builds Trust.

What makes an SEO campaign successful? ›

There are several key factors to consider when planning a successful SEO campaign. The most important are: find your audience, understand how SERP's work, conduct keyword research, improve internal linking, create high-quality content.

How do you create a successful SEO campaign? ›

How to Launch an SEO Campaign In 2022
  1. Step #1: Find Keywords.
  2. Step #2: Publish High-Quality Content.
  3. Step #3: On-Site Optimization.
  4. Step #4: Build Backlinks.
  5. Step #5: Track Your SEO Results.
  6. Step #6: Prune “Zombie Pages”
  7. Step #7: Optimize for RankBrain.
Oct 20, 2021

Why SEO is so important? ›

In short, SEO is crucial because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers. Check out the SEO tools you can use for optimal ranking.

What is the goal of an SEO campaign? ›

Overall, the main goal of any SEO campaign is to increase visibility in search engines. To make your goal specific, you need to state precisely how you will increase visibility in search engines. A local business, for example, may set a specific goal to claim new local listings/citations in the next quarter.

What is SEO and how it works? ›

Well, SEO stands for 'Search Engine Optimization', which is the process of getting traffic from free, organic, editorial, or natural search results in search engines. It aims to improve your website's position in search results pages. Remember, the higher the website is listed, the more people will see it.

What are 3 main areas of SEO? ›

The three kinds of SEO are:
  • On-page SEO – Anything on your web pages – Blogs, product copy, web copy.
  • Off-page SEO – Anything which happens away from your website that helps with your SEO Strategy- Backlinks.
  • Technical SEO – Anything technical undertaken to improve Search Rankings – site indexing to help bot crawling.
May 25, 2021

What are the 12 things to know about SEO? ›

12 SEO Tips to Boost Your Organic Rankings & Traffic
  • Target Relevant Primary and Secondary Keywords. ...
  • Write Quality Original Content. ...
  • Format Your Content for Search Engines & Target Featured Snippets. ...
  • Optimize Your Page Title and Meta Description. ...
  • Use Short, Descriptive URLs.
Feb 4, 2022

Why is SEO important for small business? ›

SEO is important because it helps you establish yourself as an expert in your field and drives traffic to your website, while also helping you organically promote your business for free. If you're unsure about the importance of SEO, you're not alone. Only 36% of small businesses actually have an SEO strategy.

Why is SEO important for your business? ›

SEO stands for Search Engine Optimization. In the simplest of terms, good SEO optimizes your visibility online. This means that the more people see your website, the more your online traffic increases, and the better your chances to provide your product or service to a greater number of people.

What is SEO role in digital marketing? ›

SEO stands for search engine optimisation, a set of practices designed to improve the appearance and positioning of a web page in organic search results. A good SEO strategy enhances the quality and quantity of traffic.

What are SEO smart goals examples? ›

Examples Of SEO SMART Goals

Increase clicks from Google by 6% MoM (May to June 2022). Increase organic traffic to your website by +10% by August 2022. Maintain a base of 20,000 organic visitors per week. Increase organic traffic to optimized pages by +16% within two months of the optimizations (July 2022).

Which SEO tool is the most effective and simple to use? ›

Ahrefs: SEO Keyword Tool

Ahrefs is one of the most recommended SEO tools online. It's only second to Google when it comes to being the largest website crawlers. SEO experts can't get enough of Ahrefs' Site Audit feature as it's the best SEO analysis tool around.

How does SEO work for dummies? ›

The Basics

Basically, SEO makes your site more visible on search engines. You can improve SEO through the strategies and techniques of keyword searches, page optimization, meta descriptions, content marketing strategies, and link-building both internally and externally.

What are the 4 types of SEO? ›

Explore the four types of SEO and learn how to optimize your site.
  • On-page SEO. Our Beginners Guide to SEO outlines the basics of search engine optimization, and on-page SEO is one of the easiest and most common ways to boost site visibility. ...
  • Off-page SEO. ...
  • Local SEO. ...
  • Technical SEO.
Jan 5, 2023

What is SEO keywords? ›

Your SEO keywords are the keywords and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its potential visitor base with keywords for SEO that help connect searchers to your site.

What are the two main parts of SEO? ›

SEO is divided in two parts: On-page SEO and off-page SEO. On-page SEO refers to all techniques that can be implemented on your website to improve your ranking in SERP (search engine results pages), whereas off-page SEO refers to everything that can be done outside of your website to improve its visibility on the web.

What are the long term benefits of SEO? ›

The Benefits of Long-Term SEO Strategy

It builds your audience. Every time a person reads your content, you have a new member for your audience. The more high quality content you have out there, the more potential traffic you have, the more new audience members you gain. It attracts people to your website.

What are the two main points of SEO? ›

SEO is divided in two parts: On-page SEO and off-page SEO. On-page SEO refers to all techniques that can be implemented on your website to improve your ranking in SERP (search engine results pages), whereas off-page SEO refers to everything that can be done outside of your website to improve its visibility on the web.

What is the best technique in SEO? ›

8 tips to build an effective SEO strategy in 2022
  1. Write for humans first and search engines second. ...
  2. Use targeted keywords in all the right places. ...
  3. Focus on user experience (UX) ...
  4. Focus on building relevant links. ...
  5. Format content for Featured Snippets. ...
  6. Remove anything that slows down your site.
Mar 5, 2021

What is the most important SEO? ›

Page speed has been cited as one of the leading SEO ranking factors for years. Google wants to improve users' experience of the web, and fast-loading web pages will do that.

What are the main stages of SEO process? ›

The SEO Process Step-By-Step
  • Research.
  • Reporting & Goal Setting.
  • Content Building.
  • Page Optimization.
  • Social & Link Building.
  • Follow Up Reporting & Analysis.

What are the 4 primary areas of SEO? ›

According to Backlinko, the “important elements of technical SEO include crawling, indexing, rendering, and website architecture.” Many aspects of technical SEO are covered when building a business website.

How effective is SEO marketing? ›

Yes, SEO really does work. SEO is essential for organic online growth and if you do it right, you'll have an incredible number of internet users find your website quickly.


1. How to Become an SEO Expert (7 Techniques for 2023)
(Gotch SEO)
2. SEO Principles - Key mindset you MUST have to succeed
3. Learn the Basics of Search Engine Optimization - Duane Forrester
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4. 11 High Value Skills You Can Learn on Your Own
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5. Google Ads Search│Building Your First Campaign (2022)
(Google Ads)
6. SEO For Beginners: How to Get More Organic Traffic On Your Website
(Learn With Shopify)


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