March 21, 2025
Search Engine Optimization (SEO) can sound complicated, but it doesn’t have to be. If you’re a business trying to get more eyes on your website, SEO is one of the best ways to do it. This guide will walk you through the basics—what SEO is, how it works, and what actually matters (and doesn’t) when it comes to showing up on Google.
Pro Tip: Google has its own SEO Starter Guide, that clears up a lot of common myths that are still floating around today. We’ll reference it throughout this post.
What Is SEO and Why Does It Matter?
SEO stands for Search Engine Optimization. It’s the process of making changes to your website so that it shows up in search engines like Google when people search for topics related to your business.
Think about it: when someone types in “best accounting software” or “local roof repair,” you want your site to be one of the top results. SEO helps make that happen.
How Do Search Engines Work?
Search engines crawl the internet, looking at pages and storing them in a huge database called an index. When someone searches for something, the search engine pulls results from this index based on relevance and helpfulness.
Many factors influence what shows up first—like the words on your page, how fast your site loads, and how easy it is to use on mobile.
But here’s the key: search engines want to give users the best possible answer. That means your content should be useful, clear, and made for real people—not just algorithms.
What Actually Affects Your Rankings
Over the years, some people have tried to “game” search engines. But Google has caught on. It now looks at many signals to decide what pages to show.
Here are a few things that matter:
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Helpful, well-written content that answers the searcher’s question
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Fast, mobile-friendly websites
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Natural use of keywords (not stuffing them)
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Clear page titles and headings
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Trusted backlinks from other reputable sites
And here are some things that don’t matter as much as people think—according to Google itself.
SEO Myths You Can Stop Worrying About
Google has called out several outdated SEO tactics that no longer help your rankings (and in some cases, can even hurt you). For example:
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You don’t need to include meta keywords—Google has said they don’t use them at all. Here’s why this tag is completely ignored.
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Using the same word over and over again is not helpful. In fact, keyword stuffing can damage your site’s performance.
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Just because your URL has a keyword in it doesn’t mean it’ll rank higher. Google says keyword-heavy URLs aren’t a ranking factor anymore.
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The number of words on a page isn’t what matters—there’s no “perfect” word count for SEO. What matters is giving the best answer.
You can find a full list of these myths directly in the Google SEO Starter Guide. We’ve also broken each one down in individual blog posts so you can dig deeper.
On-Page vs. Off-Page SEO (What’s the Difference?)
There are two main sides to SEO:
On-Page SEO
This includes everything on your website—like the content, images, title tags, and page structure.
Off-Page SEO
This includes things like backlinks (other websites linking to yours), brand mentions, and even social signals.
You want both working together to build trust and visibility.
SEO Best Practices in 2025
Google’s algorithm changes often, but the basics stay the same. Focus on:
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Creating quality content that answers user questions
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Using simple and clear language
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Organizing your content with headings
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Making your site fast and mobile-friendly
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Avoiding tricks and shortcuts
Search engines are smart. The best way to win is to build a site that’s helpful, honest, and made for your real audience—not just for bots.
Common SEO Mistakes to Avoid
A lot of old SEO advice is still floating around online. It’s important to know what’s outdated. For example:
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Choosing a domain name just for the keywords—Google doesn’t reward that anymore.
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Obsessing over headings and word count—Google doesn’t rank based on heading order or page length.
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Worrying about duplicate content penalties—Google says that’s not something to stress about.
Final Thoughts: Keep It Simple and Helpful
SEO isn’t magic. It’s about understanding what people are searching for and giving them a good experience when they land on your site. Stay away from old tricks, focus on useful content, and follow Google’s official guidance.
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