SEO stands for Search Engine Optimisation. At its core, it’s about helping search engines make sense of your website’s content so they can present it to users in response to relevant search queries. The aim is to ensure the information matches what people are looking for and offers value.
The ultimate objective of SEO is to appear on the first page of search results—ideally as high as possible—for the keywords most relevant and valuable to your target audience. Doing so helps attract high-quality traffic to your website.
SEO is a digital marketing discipline that can be applied to any type of website. Whether the purpose of your site is to sell products, provide services, or share knowledge, SEO improves how easily users can discover your content through platforms like Google or Microsoft Bing.
In short, greater visibility in search results means your website is more likely to be found—and visited.
This beginner’s guide will break down the key elements of SEO as they stand in 2025.
As technology continues to evolve, so do websites and how they’re built—not to mention the devices we use to access them.
Today, a search may start with voice commands and a “click” might now mean a tap on a smartphone screen. Even the way results are displayed is changing, with artificial intelligence (AI) now influencing summaries and listings.
This guide will explore those changes and cover the various facets of SEO—along with helpful resources so you can keep learning beyond this page.
How SEO Differs From SEM and PPC
You’ll often come across the terms SEM and PPC alongside SEO, especially within the broader search marketing space.
To properly understand SEO, it helps to know what it isn’t. This section outlines how SEO differs from these related concepts, what the acronyms mean, and how each fits into the broader digital marketing picture.
SEO vs SEM
SEM stands for search engine marketing, sometimes referred to simply as search marketing.
This term is a catch-all for two primary traffic-driving strategies: SEO (organic search) and PPC (pay-per-click). While SEO focuses on earning traffic through unpaid means, PPC involves paid advertising.
So what sets SEO apart from SEM? Technically, SEO is part of SEM—it’s just the organic side of it:
- SEO: Attracting organic clicks from search engines.
- SEM: Encompasses both organic (SEO) and paid (PPC) clicks from search results.
- PPC: Specifically refers to paid search results and advertising models.
Think of SEM like a coin. On one side is SEO, and on the flip side is PPC.
SEO vs PPC
PPC, or pay-per-click, is a digital advertising model where advertisers pay a fee each time one of their ads is clicked.
With PPC, businesses bid on keywords or phrases they want their ads to appear for in the search results. When a user enters a search query matching one of those keywords, the paid ad may show up among the top listings.
Once again, both SEO and PPC belong to the same “search marketing” coin:
- With PPC, you’re paying for every click.
- With SEO, there’s no direct cost for each visit, though the process of optimising content and maintaining performance requires time, effort, and investment. So while organic results aren’t paid advertisements, they certainly aren’t “free.”
There’s often debate about SEO vs PPC and which brings a better return on investment. The truth is, they work best when used together—provided the budget allows for it.
While the terms SEM and PPC are used interchangeably in some corners of the industry, this guide uses SEM to mean both SEO and PPC, not just paid search.
If you’re curious about how the meaning of SEM has shifted over time in industry usage, there are many perspectives and debates worth exploring—but that’s beyond the scope of this guide.
Why SEO Still Matters in 2025
SEO remains a vital marketing channel.
A 2019 study by BrightEdge revealed that organic search accounted for 53% of all website traffic. Meanwhile, Google handles over 8.5 billion searches every day and commands more than 91% of the global search market share.
With that kind of reach, it’s no surprise that the SEO industry is projected to hit a staggering $122.11 billion by 2028.
SEO drives real results for businesses, organisations, and individuals alike. That’s because search has become second nature for people all over the world—whether they’re seeking information, shopping for products, planning activities, or solving problems online. Search is how people begin almost every digital journey.
That said, search behaviour is fragmented. People no longer rely solely on traditional engines like Google or Bing. They may begin their journey on social media platforms like YouTube or TikTok, or directly on retail sites like Amazon.
For instance, in recent research:
- 56% of online shoppers in the U.S. started their product search on Amazon.
- 46% began with a search engine like Google.
- 37% began on Walmart’s website.
- 25% used YouTube.
- 20% started on Facebook.
- 19% on Instagram.
- 19% on TikTok.
What stands out is the rising popularity of platforms like TikTok as sources not just for entertainment but also for informational and product-related searches. Among Gen Z women in particular, 51% now prefer TikTok over any other platform when looking for answers online.
The takeaway? People are searching everywhere. And with trillions of searches occurring annually, SEO is often the most significant source of website traffic. This makes search visibility critical on any platform your audience might use to find you.
Outperforming your competitors in search results—by appearing more prominently—can have a direct positive impact on your bottom line.
SEO also stands out because the search engine results pages (SERPs) are fiercely competitive. They’re not just a list of blue links anymore. They now include features such as:
- AI-powered summaries
- Knowledge panels
- Featured snippets
- Maps
- Images and videos
- News stories
- People Also Ask boxes
- Carousels
Another key advantage of SEO: it’s sustainable. When a paid ad campaign ends, so does its traffic. Social media traffic is notoriously inconsistent. But SEO, when done properly, continues to deliver results long after the initial work is done.
SEO supports all areas of marketing. Once you understand what your audience is looking for, that insight can be applied across:
- Paid advertising
- Website copy
- Social content
Organic search drives the kind of qualified traffic that aligns with your broader business goals—whether that’s conversions, leads, or sales. It also helps build credibility, as sites that rank highly are generally perceived as more trustworthy and authoritative—key factors that search engines reward.
Key Types of SEO and Areas of Specialisation
You can think of SEO as a team sport—one that requires a solid defence, an active offence, and an engaged crowd.
- Technical SEO is like your defence, making sure the foundations are solid.
- On-site SEO (also known as content optimisation) acts as your offence, pushing your message forward.
- Off-site SEO focuses on building your reputation and reaching your audience—your fans.
Here’s how each area contributes to the full picture:
Technical SEO
This involves fine-tuning the underlying mechanics of your website to ensure search engines can access, crawl, and understand your content.
Site architecture plays a huge role. Search engines need a clear structure to follow, so things like your URLs, internal linking, and navigation setup are essential.
User experience also ties into technical SEO. Pages should load quickly, function well on mobile devices, and provide a seamless journey. Key aspects include:
- Core Web Vitals
- Mobile responsiveness
- Secure browsing (HTTPS)
- Avoiding disruptive pop-ups or interstitials
Another major factor is structured data, also known as schema. Adding structured data helps search engines interpret your content and can lead to enhanced search results.
On top of that, the type of hosting, your CMS (content management system), and overall site security all play a part in technical optimisation.
On-site SEO
This area focuses on the content users see—and the signals search engines pick up from that content.
Your pages need to deliver helpful, high-quality information that serves your audience’s needs. This includes:
- Covering topics within your area of expertise
- Using relevant keywords your audience would search for
- Creating original, valuable content
- Avoiding grammar and spelling errors
- Keeping information current and accurate
- Using multimedia like images and videos
- Outperforming competing content in the search results
- Structuring content for readability (e.g., using subheadings, short paragraphs, lists, and formatting techniques)
From a technical standpoint, you’ll also want to optimise:
- Title tags
- Meta descriptions
- Heading tags (H1–H6)
- Image alt attributes
- Open Graph metadata
A newer area within on-site SEO is Generative Engine Optimisation (GEO)—this focuses on visibility within AI-driven search platforms like Google’s AI Overviews, Microsoft Copilot, ChatGPT, Gemini, and others.
Off-site SEO
While you can control your own website’s content and structure, off-site SEO is more about what happens beyond your domain.
The most commonly recognised part of this is link building—earning backlinks from other reputable sites. These links act as votes of confidence, improving your authority and helping you rank.
It’s not just about quantity; the quality and relevance of your backlinks matter most.
Off-site SEO also includes:
- Brand building and awareness: Enhancing your public image.
- Public relations (PR): Gaining media coverage and editorial links.
- Content marketing: Through videos, guest posts, studies, podcasts, and more.
- Social media: Securing your brand’s presence and actively sharing content.
- Listing management: Claiming and optimising your business information on directories, review sites, and databases.
- Ratings and reviews: Encouraging feedback, responding to it, and keeping an eye on public sentiment.
These external efforts may not always have a direct technical impact on rankings, but they play a critical role in your overall SEO success. Ultimately, your brand should be visible anywhere people may be searching for it.
That’s why some have suggested rebranding SEO from “search engine optimisation” to “search experience optimisation” or even “search everywhere optimisation.”
SEO Specialties
Beyond the core areas of SEO, there are niche disciplines that address unique challenges and strategies:
- Ecommerce SEO: Involves optimising product pages, category structures, image SEO, reviews, schema, and more.
- Enterprise SEO: Designed for large-scale websites or corporations, often involving complex systems, multiple teams, and long implementation cycles.
- International SEO: Tailored for websites targeting multiple countries or languages—requires localised content and compliance with international search engines like Baidu or Naver.
- Local SEO: Focused on improving visibility in region-based search results, including listings and reviews.
- News SEO: Speed is critical—ranking in Top Stories, Google News, or Discover requires an understanding of indexing, structured data for news, and content freshness.
How SEO Functions
If you landed on this page through a Google search, chances are you typed something like [what is SEO?].
This page ranks well in search results because it has built credibility over time. It lives on a well-established site with authority in the SEO space and has been cited and linked to extensively since its original publication in 2010. These factors (among others) help signal trust and relevance to search engines, which is why it ranks highly for terms related to SEO.
But let’s take a broader view. SEO works thanks to a blend of multiple components, which together create the conditions for visibility:
- People: Individuals who strategise and carry out SEO work.
- Processes: The steps and workflows used to streamline SEO tasks.
- Technology: The tools and systems that support optimisation.
- Activities: The specific tasks and deliverables being completed.
The effectiveness of SEO comes down to the following six core elements:
1. Understanding How Search Engines Operate
To be found via search, it’s important to understand how the engine itself works—and then tailor your efforts to send the right signals.
For traditional search engines like Google, the process includes:
- Crawling: Bots scour the internet for content by following links or reading XML sitemaps.
- Rendering: The search engine interprets how a page appears by processing HTML, JavaScript, and CSS.
- Indexing: Relevant pages are analysed and stored in the search engine’s database (though not every page is guaranteed to be indexed).
- Ranking: Algorithms determine which pages are most relevant and valuable for any given search.
Other platforms—like YouTube, Facebook, or Amazon—use different signals. For example:
- On Facebook, engagement (likes, shares, comments) and connections influence visibility.
- On Twitter/X, recency and interaction play a large role.
- Platforms now also use machine learning to surface content, making outcomes harder to predict and requiring more nuanced optimisation.
2. Research
Research forms the foundation of any successful SEO strategy. The key areas include:
- Audience Research: Who are you targeting? What are their interests, needs, and challenges?
- Keyword Research: Identify terms your audience is using and evaluate their search volume and competitiveness.
- Competitor Research: Study your rivals—what are they doing well? Where are the gaps you can fill?
- Business/Client Research: Understand business goals and align SEO efforts accordingly.
- Website Research: Perform audits to uncover technical, content, and linking issues (including areas like E-E-A-T).
- SERP Analysis: Determine search intent (informational, transactional, navigational, commercial) and tailor your content to match.
3. Planning
Your SEO plan is your roadmap.
Set clear objectives, define success metrics, and establish timelines. As things evolve, your tactics may shift, but your end goal should remain in focus.
A comprehensive plan could involve:
- Goal-setting frameworks (like OKRs or SMART)
- Expected timelines and milestones
- Agreed KPIs and measurement strategies
- Internal vs external resource allocation
- Tool selection and integration
- Stakeholder communication plans
- Team structure and training
- Budgeting
- Documentation of strategies and processes
4. Creating and Implementing
Once research is complete, it’s time to act. That may include:
- Publishing new content: Providing guidance on what content to create and how it should be structured.
- Updating existing content: Refreshing outdated information, improving keyword use, and strengthening internal linking.
- Removing underperforming pages: Cleaning up pages that no longer serve a purpose or perform poorly in search.
5. Monitoring and Maintenance
Things break. Traffic dips. Rankings change. Ongoing monitoring helps identify and respond to issues before they snowball.
Be on the lookout for:
- Declines in traffic to key pages
- Pages dropping out of the index
- Slow load speeds or server outages
- Broken links or redirects
6. Analysing, Assessing, and Reporting
To improve, you need to measure what matters.
Start with tools like Google Analytics, Google Search Console, and Bing Webmaster Tools to track key performance indicators.
There are also many paid tools and suites for advanced tracking, or you might even build your own custom tools if you need something tailored.
Once data is collected, generate reports that explain performance over time—usually comparing against past periods (like year-over-year trends). Reporting intervals vary depending on the business, but monthly or quarterly reviews are typical.
The Ongoing Evolution of SEO
SEO is never static.
As a discipline built around how people interact with information online, it’s constantly adapting—driven by shifts in technology and broader societal trends.
To fully grasp where SEO is heading, it helps to place the web in historical context.
Libraries have existed for thousands of years. Records dating back to the seventh century BC show how civilisations collected and preserved knowledge. By contrast, the internet is still relatively young. Google, for instance, only launched in 1998.
Yet in that short time, search has become integral to daily life. From desktop computers to smartphones and voice assistants, the way we search—and the devices we use—continues to evolve.
This changing landscape has a direct impact on SEO. As search engines enhance their capabilities, the rules of engagement shift. Staying visible in search means adapting your strategies accordingly.
Here are two major areas where SEO is evolving rapidly:
Adapting to Technology
SEO’s technical side has expanded significantly over the past decade. What used to be a straightforward process now includes a wide range of considerations—many of which didn’t even exist ten years ago.
Some examples:
- AI-powered results: In recent years, AI-driven summaries have started appearing in search results. Platforms like Google (with AI Overviews) and Bing have introduced generative features that dramatically alter how search results are presented.
- Mobile-first indexing: A decade ago, optimising for mobile was optional. Today, it’s essential. As of 2023, Google prioritises mobile performance when indexing and ranking pages.
- Speed and user experience: The faster internet and more powerful devices become, the higher our expectations as users. What might have passed as acceptable in 2012—slow load times, poor formatting—would now frustrate most users and hurt rankings.
In each of these three areas, SEO must evolve alongside technology. Countless smaller changes have emerged from these trends, many of which are now considered standard practice in the field.
Adapting to Society
While technology plays a big role in how SEO develops, societal shifts also have a major influence.
For example:
- Economic changes: From inflation to interest rate changes, broader economic events can affect businesses, supply chains, consumer spending, and—ultimately—search behaviour. SEO, like all marketing disciplines, needs to respond strategically during these times.
- The COVID-19 pandemic: As the first global pandemic of the internet era, COVID triggered a sudden shift in online behaviour. Businesses had to pivot rapidly, and digital strategies—including SEO—needed to adapt overnight.
Together, changes in society and advancements in technology have moved SEO from a technical niche into a core business function.
Today, SEO plays a central role in marketing strategies. It continues to evolve—because people, platforms, and behaviours never stop changing.
SEO as a Professional Service
According to the 2024 Research and Markets SEO Services report, the global SEO industry is projected to grow from $75.13 billion in 2023 to $88.91 billion in 2024, with further growth expected to reach $170 billion by 2028. That level of growth reflects just how crucial search engines—and search behaviour—have become in our everyday lives, especially with mobile devices and changing market conditions.
As a result, SEO has firmly established itself as both a professional discipline and a job title. You can practice SEO, and you can be an SEO—that is, a search engine optimiser.
There are countless roles within the field, reflecting its many specialisations and technical demands. Whether working independently or as part of a team, an SEO professional often blends strategy, content, data analysis, and technical skills.
Getting started in SEO, however, can feel overwhelming. Unlike more traditional career paths—like law or accounting—there’s no globally standardised degree or professional certification that formally qualifies someone as an SEO expert.
What makes SEO particularly unique is its reliance on data. Much of the work revolves around analysing performance, identifying gaps, and planning strategic improvements based on measurable outcomes.
Fortunately, you don’t need expensive software to begin. Free tools like Google Analytics and Google Search Console are more than enough to start understanding how a site performs in search.
There are also a number of helpful free tools available that can speed up your understanding of SEO concepts and performance, such as:
- Keyword difficulty checkers
- Keyword ranking tools
- Keyword generators
- Backlink analysis tools
- Website traffic estimators
- Website authority metrics
- SERP preview tools
- Competitor research tools
Starting in a new discipline always comes with a learning curve, but SEO is accessible. There are plenty of ways to gain hands-on experience, build your skills, and grow your confidence—whether through experimentation or continuous learning.
How to Start Learning SEO
Now that you have a clearer picture of what SEO is and how it works, the next step is figuring out how to deepen your knowledge.
To stay up to date in this field, it’s essential to make learning a regular habit. Whether you prefer reading, watching videos, or listening to podcasts, keeping tabs on the latest updates, trends, and best practices should be part of your ongoing routine—whether that’s weekly, monthly, or even daily. Attending a couple of industry events each year is also highly recommended.
Search behaviour changes constantly. That means search engine algorithms are always evolving to keep pace. When you also factor in rapid advances in technology—such as the rise of generative AI and tools like ChatGPT—it becomes clear that ongoing learning is not optional.
Here are some practical tips and resources to help you build your skills and grow as an SEO professional:
Trusted Learning Sources
There are countless websites, blogs, courses, and tools out there, but not all of them are current or accurate. Some information may be outdated or misleading, so it’s important to choose your resources carefully.
Look for educational material that covers areas such as:
- Technical SEO
- Content and on-page optimisation
- Link building strategies
- Local and international SEO
- Search engine guidelines
- Search console usage
- Algorithm updates
- E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Structured data and schema
- Mobile-first indexing and page experience
Google’s Own SEO Guidance
Google has produced a number of valuable resources, including:
- Search Essentials – A guide to technical requirements, spam policies, and core best practices.
- SEO Starter Guide – A beginner-friendly breakdown of how to optimise your site according to Google’s recommendations.
- Search Quality Evaluator Guidelines – A deep dive into how Google evaluates the quality of content based on E-E-A-T principles.
Developing Your SEO Skills
One of the most effective ways to learn SEO is to build your own site. Choose a subject you care about and start experimenting. By testing different tactics, you’ll learn what works, what doesn’t, and why.
Alongside hands-on practice, SEO also requires proficiency in other key areas. These include:
- Writing and editing
- Data analysis
- Technical problem solving
- Research and critical thinking
- Communication and reporting
For a detailed breakdown, look into core skills every SEO professional should have.
Another great way to learn is through conferences. Events like SMX Advanced and SMX Next, for example, feature in-depth talks on specific SEO topics and often include sessions from leading voices in the industry.
Other Learning Options
There are many additional ways to build SEO knowledge:
- Websites and blogs
- Books and eBooks
- Video tutorials and explainer series
- Podcasts and interviews
- Webinars and virtual workshops
- In-person events and local meetups
- Online courses and certification programs
- Slack groups, forums, and social communities
- Email newsletters with curated updates
- Following industry experts on platforms like LinkedIn or X (formerly Twitter)
Just be mindful: as you explore these resources, you’ll occasionally come across conflicting advice or information that no longer applies.
At the end of the day, there’s no magic formula. The key to success in SEO is consistent effort across all areas—technical, content, and strategic. Through steady learning and practice, you’ll be able to improve visibility, increase clicks, attract better traffic, build authority, and drive real results over time.
