Understanding SEO: The Ultimate Beginner's Guide for 2025
93% of all online experiences begin with a search engine. If your website doesn't appear on the first page of Google, you practically don't exist for potential customers. According to BrightEdge, 53% of website traffic comes from organic search – more than from all other sources combined.
The good news: SEO is not rocket science. In this guide, we explain everything you need to know as a beginner – from the basics to concrete measures you can implement immediately.
What is SEO? The Basics Simply Explained
SEO stands for Search Engine Optimization. The goal is to design your website so that it appears as high as possible in results for relevant search queries.
Google processes over 8.5 billion searches daily. The algorithm evaluates each website based on over 200 factors. The most important categories are:
- On-Page SEO: Everything you control on your website (content, keywords, meta tags)
- Off-Page SEO: External signals (backlinks, social signals, mentions)
- Technical SEO: How well search engines can crawl and understand your site
- User Experience: How users interact with your website
"The best place to hide a dead body is page 2 of Google search results." — Unknown SEO Expert
How Does Google Work? Understanding the Algorithm
Google works in three steps:
1. Crawling – Discovering the Website
Googlebots (spiders) search the internet and find new pages through links. The more quality links point to your page, the more often it gets crawled.
2. Indexing – Understanding the Page
Google analyzes each page's content: text, images, videos. The information is stored in the index – a gigantic database of all known web pages.
3. Ranking – Determining the Order
For each search query, Google selects the most relevant pages from billions. The order is based on hundreds of ranking factors.
Important: Google wants to deliver the best answer to the user's search query. If you understand that, you understand SEO.
On-Page SEO: The Most Important Measures
1. Using Keywords Correctly
Keywords are the terms your target audience searches for. Here's how to find the right ones:
- Google Autocomplete: Type a term and see what Google suggests
- Google Keyword Planner: Free tool with search volume data
- Analyze competitors: What keywords do your competitors rank for?
- Customer surveys: Ask customers how they would search for your services
The keyword should appear in:
- Title Tag (H1) – once at the beginning
- Meta Description – naturally integrated
- URL – short and concise
- First 100 words of text
- H2/H3 headings – where relevant
- Alt texts of images
Warning: Keyword stuffing (excessive repetition) hurts more than it helps. Write for humans, not bots.
2. Optimizing Title Tags and Meta Descriptions
The title tag is the most important on-page factor. It appears as the clickable headline in search results.
Best practices for title tags:
- Length: 50-60 characters (not truncated)
- Keyword preferably at the beginning
- Unique for each page
- Brand name at the end (optional)
The meta description is the descriptive text below the title. It doesn't directly affect ranking but does affect click-through rate (CTR).
Best practices for meta descriptions:
- Length: 150-160 characters
- Communicate clear value
- Include call-to-action
- Use keyword naturally
3. Creating Content That Ranks
"Content is King" – this mantra still applies. But not just any content:
E-E-A-T: Google's Quality Standard
- Experience: Do you have experience with the topic?
- Expertise: Are you qualified to write about it?
- Authoritativeness: Are you recognized as an authority?
- Trustworthiness: Is your website trustworthy?
Content rules for good ranking:
- At least 1,500 words for comprehensive topics
- Clear structure with H2/H3 headings
- Answer the search query directly
- Use lists, tables, images
- Regularly update older content
More on this in our Content Service.
4. Internal Linking
Internal links help Google understand your website structure. They also distribute "link power" across different pages.
- Link thematically relevant pages together
- Use meaningful anchor texts (not "click here")
- Important pages should receive more internal links
- Avoid orphan pages without internal links
Technical SEO: The Basics
1. Website Speed
Loading time is a ranking factor. According to Google, 53% of mobile users leave pages that take longer than 3 seconds to load. Our Core Web Vitals guide shows how to speed up your website.
2. Mobile Optimization
Google uses "Mobile First Indexing" – the mobile version of your website is decisive. Check with Google's Mobile-Friendly Test if your page is optimized.
3. SSL/HTTPS
A secure connection (HTTPS instead of HTTP) is mandatory. Without an SSL certificate, Chrome shows a warning – and Google penalizes you in ranking.
4. XML Sitemap and Robots.txt
The XML sitemap shows Google all pages of your website. The robots.txt file tells search engines which areas they may crawl.
5. Structured Data (Schema Markup)
Schema markup helps Google better understand your content. It can lead to rich snippets (stars, prices, FAQs in search results).
Off-Page SEO: Building Backlinks
Backlinks are links from other websites to yours. Google sees them as "recommendations." The more high-quality backlinks, the higher your authority.
How Do I Get Good Backlinks?
- Excellent content: If your content is valuable, others will link naturally
- Guest posts: Write for relevant blogs in your industry
- Industry directories: Local and industry-specific directories
- Press releases: For real news
- Partnerships: Suppliers, customers, associations
Warning: Don't buy backlinks! Google recognizes this and punishes you with ranking loss or exclusion from the index.
Local SEO: Essential for Local Businesses
If you're a local business (store, service provider, restaurant), Local SEO is essential. 46% of all Google searches have local intent.
Optimizing Google Business Profile
Your Google Business Profile is the most important Local SEO factor:
- Complete information (name, address, phone, website)
- Choose the right category
- Keep opening hours current
- Upload high-quality photos
- Respond to reviews
- Publish posts regularly
NAP Consistency
NAP = Name, Address, Phone. This information must be identical across all platforms (website, Google, social media, directories).
Local Reviews
Positive Google reviews improve your ranking and click-through rate. Actively ask satisfied customers for reviews.
Our Local SEO experts help you get found in your region.
SEO Tools for Beginners
You should know these free tools:
Google Search Console: Essential! Shows your rankings, clicks, technical issues.
Google Analytics: Traffic analysis, user behavior, conversions.
Google Keyword Planner: Search volume and keyword ideas.
PageSpeed Insights: pagespeed.web.dev – Loading time analysis.
Screaming Frog: Technical SEO audit (free up to 500 URLs).
SEO Mistakes You Should Avoid
- Duplicate content: Same content on multiple URLs
- Keyword stuffing: Repeating keywords unnaturally often
- Buying bad links: Leads to penalties
- Ignoring mobile: Mobile first is standard
- Slow website: Hurts ranking and conversion
- No HTTPS: Insecure websites are penalized
- Content without strategy: Random writing achieves nothing
SEO Strategy: Your Action Plan
Here's how to start with SEO:
Month 1:
- Set up Google Search Console and Analytics
- Conduct technical audit
- Keyword research for main pages
- Optimize Google Business Profile
Month 2-3:
- Optimize title tags and meta descriptions
- Revise most important pages with content
- Improve internal linking
- Optimize Core Web Vitals
Month 4-6:
- Start or expand blog
- Begin backlink building
- Register in local directories
- Analyze results and optimize
Realistic expectation: SEO takes time. First results visible after 3-6 months, significant improvements after 6-12 months.
Frequently Asked Questions
How long does it take for SEO to work?
Depending on competition and starting point: 3-6 months for first visible results, 6-12 months for significant improvements. SEO is a marathon, not a sprint.
What does professional SEO cost?
In Austria, you pay between €500 and €3,000 monthly for ongoing SEO support, depending on scope. One-time audits cost €1,000-5,000. More in our cost guide.
Can I do SEO myself?
Basics yes. With this guide you can implement a lot yourself. For advanced strategies and technical SEO, we recommend professional support.
Is SEO still relevant with AI search?
Absolutely. Google remains dominant, and AI results are based on the same content signals. Good content for SEO is also good content for AI. Read more in our Blog.
SEO vs. Google Ads – which is better?
Both have their place. SEO is sustainable and costs less long-term but takes time. Google Ads delivers immediate traffic but costs continuously. Ideally, combine both.
What's the difference between SEO and SEM?
SEO (Search Engine Optimization) = organic, unpaid results. SEM (Search Engine Marketing) = paid advertising (Google Ads). Together they form Search Marketing.
How important are backlinks really?
Very important, but quality over quantity. One link from a relevant, authoritative site is worth more than 100 links from spam sites.
Need support with your SEO strategy? Contact us for a free initial consultation.
