Search Engine Optimization (SEO) in Simple Terms

First let me say that search engine optimization is a very complex subject. There are people who really know what they are doing and plenty of people that don’t. This writeup will not get you to the point where you really understand it all, and I highly recommend that you budget for a professional, but this will be a good start for people that are just starting and need to know what they can do.

Search Engine Optimization, in simple terms, breaks down into two sections; onsite and offsite. Onsite is well within your control and is the first thing you should focus on. Offsite is harder to control and is something you will focus more on later.


First, make a list of key phrases that you want to rank well for in search engines. Usually these should be two to five words long. It is not realistic for you to think that your site will rank for a term like “jewelery” (you’d be competing against Jared, Tiffany, Kay, etc), but you may rank very well for something like “vintage typewriter jewelry”. Make sure to be reasonable about what you can and cannot compete for.

I recommend using a something like Google’s Adwords Keyword Tool to research your terms. Obviously more traffic is good, but remember to check who you are competing against and always ask yourself “will my perfect client really search for this term?”. Also try to keep an open mind. Take a look at other terms that Google things are related to the one you put in. Remember that you are likely far more knowledgeable about your products/services than your clients, which means they will likely be using different terminology when searching.

You need to also try to understand what I call key phrase clusters. For example, when I checked out “Vintage Typewriter Jewelry” I found that it is searched for 140 times per month. That’s not a lot. However, I also saw that “Typewriter Key Jewelry” is searched 880 times per month (seven times as often). I also saw that “Vintage Typewriter Key Jewelry” is searched 91 times per month and immediately I saw a key phrase cluster. Basically, there are three phrases that are all basically the same, and if we are careful we can target them all at once. How? Well, we use the all inclusive “Vintage Typewriter Key Jewelry” phrase. Take a look:

  • Vintage Typewriter Key Jewelry” = “Vintage Typewriter Key Jewelry” which is searched 91 times per month
  • “Vintage Typewriter Key Jewelry” = “Typewriter Key Jewelry” which is searched 880 times per month
  • Vintage Typewriter Key Jewelry” = “Vintage Typewriter Jewelry” which is searched 140 times per month

By using the one phrase regularly on a site you can actually target all three. Search engines can easily understand that someone searching for “Vintage Typewriter Jewelry” may be interested in “Vintage Typewriter Key Jewelry”.

This takes time. Quite a bit of time. It takes time to build a list of key phrases (or key phrase clusters). There’s really no way around that. The thing is…it will pay off.

So, once you have your list, when/where do you use these? The answer in short is…everywhere. You don’t want to “keyword stuff” which basically means to put them where they don’t make sense, but you do want to use them regularly. When you write articles, when you write product descriptions, even when you write something on other sites and link back to yours. These are supposedly phrases that describe something you are an authority on, so be authoritative!


Offsite is something you have less control over. The basics are that you want other sites to link to you. These are called “inbound links” and are a metric that search engines use directly to rate your authority on any given phrase. Often getting a link can be as easy as asking. Sometimes a site would link to you if they just knew about you. Asking is simple and effective, but remember that buying inbound links will get you penalized in search engines (I cannot be more clear than this: Do not buy links to your site).

The simplest way I can explain it is this: An inbound link is worth more to you if the site it’s coming from has content related to yours. It’s worth even more if the page it’s on contains one or more of your target key phrases, and more still if the link itself contains one of your key phrases. For example, this is ok: “I saw some great vintage typewriter key jewelry today, click here to see it.” This is WAY better: “I saw some great vintage typewriter key jewelry today!”

You can help to curate incoming links by doing a few things:

  • First and foremost you get incoming links by creating good content. If someone sees a good article on your site, they will link to it. I cannot stress enough that this is the absolute best thing you can do. If you take nothing else from this entire article, please just remember that quality content is the key.
  • Approach sites whose users would be interested in your content and ask for a link. Make sure to be specific when you ask. It’s ok to say that you’d like the link text to be _____. The worst they can do is say no.
  • Become active on other sites and link back to your own site. I don’t mean spam, I mean really be active.
  • Other sites are looking for content too, so consider doing a guest post for another site that links to yours.

This is by no means a definitive or exhaustive guide, but hopefully it’s enough to not only get you started, but carry you through for a while.

About Aaron D. Campbell

Owner and lead developer at BlueDog, Aaron has 10+ years of web development experience, it a regular core contributor to the WordPress project, and has released many WordPress plugins.
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26 thoughts on “Search Engine Optimization (SEO) in Simple Terms

  1. Excellent article Aaron. I have a tough time breaking down SEO in all of the articles I write, and I think you may have done in better in this one article than I have in a hundred. Round of applause! :)

  2. Thumbs up for this SEO information. Thanks Buddy!

  3. Laura Jordan says:

    Thank you Law of Attraction!

    I started listening to a webinar about link building this morning, and have been on a course learning about Adwords. I am completely confused, and had to stop the webinar before my brain exploded!

    So, a great big thank you to you, Aaron!

    I already feel less overwhelmed about the whole thing and feel more confident now about identifying my keywords.

    You are one of the good guys!

    Laura :)

  4. Jana Haratley says:

    Thank you for your very helpful article. I am curious what you think about using scribe. How will it affect using my all in one SEO pack. Thanks for any information you can relay. Jana

  5. Laura Jordan says:

    I have had feedback from several website designers that my website is in severe need of optimisation ( – if you want to check it out!) and then they ask me for shedloads of money to do it for me!

    I am a technophobe, and am strapped for time and cash. Can I do it myself, or should I just part with loadsamoney and get it done. Will the ROI be worth it?

  6. gerdf says:

    please translate to german.

  7. Brandon says:

    This is great. I am also a big advocate of using my main/core keywords in the domain name.

    Question, I see where Matt Cutts et. al are saying that keywords are less needed or not needed these days. Do you still encourage keyword meta tagging?

  8. rusnam says:

    Thank you for share… it’s a lot of things for me, even you said that is only a few things
    Have a nice day

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  10. I am totally agree with your opinion. Most people (especially a bad SEO consultant) only focus on offsite SEO, without focusing onsite SEO.

  11. Rieko says:

    “and I highly recommend that you budget for a professional”
    mmmh, sometimes i agree with this… :)

  12. Nice post, i like that. I will update your post in along time.

  13. Andy says:


    Excellent high-level article discussing how to deal with one aspect of SEO. You’ve highlighted the need to ensure that the content on a particular site is valuable, and you’re quite right. This can become a challenge if the ability of a particular person is lacking with respect to the art of writing. A tip may be to search out technical writers who have a strong skill-set with writing.

    Anyway, thanks for your contribution to the community!


  14. Nick Thacker says:

    Wow, man. You’ve really summed up a massive topic in a way that makes it all seem, well, easy!

    Like a previous commenter, I’ve tried to “sum it up” as concisely as this in numerous posts/articles/books/etc., but have failed miserably more often than not…

    Rest assured, I’ll be sending people your way when they need a good intro/primer on SEO!

    Thanks, and keep up the great work.

  15. As a newbie to the world of blogging – I hail from the archaic environment of print media – I am having an insanely difficult time navigating the changing waters of SEO, backlinks, etc. I try to read up on everything I can find but, as you point out, sometimes the information is incorrect, dated, contradictory or too difficult to understand. When I read your post – and I wish I’d found it months ago when I started, a lightbulb went off in my head. As a writer who’s been more interested in content than keywords, I’ve been woefully neglectful and my traffic, while on an upward trend, has a long way to go to make my site a success. I have a post all ready to go. All that was needed was a little tweaking – and some search engine optimization. As I read your post, I followed your advice, simultaneously opening Google’s keywords tool and searching for appropriate terms – which I added to my post’s headline, content and description. I had been concerned about the word flow, but I think the keyword additions are seamless. I hope so at any rate. Thanks for a post that FINALLY explains keyword searches in a way that even this newbie can understand. Next up … backlinks!

  16. Geoff says:

    Thanks for the good summary on SEO! I’ll try and do a vlog on my Mobile Video Blog about SEO eventually, and I’ll be sure to link to your article at that time.

  17. With so many opinions out there in the web world, you guys are spot on with this article. SEO is something that’s overlooked or overdone. Quality content is truly key!


  18. Joel Kelly says:

    Aaron, this is a fantastic article. It’s very clear and to the point. I felt this was very useful and sent this link to my clients as well as linked to the blog. What a great resource. Keep up the good work!

  19. Joel Meaders says:

    Great article! I have had a lot of trouble with keywords and didn’t really understand Google’s keyword tool until now. Thanks!

  20. Tom Guard says:

    Writing great content has always brought me more quality backlinks. I’m so cheap that I wouldn’t even consider buying backlinks. But my blogs do rank well for their keywords based on good content.

    If you can solve a problem or entertain, you’ll get some great natural backlinking.

  21. jason says:

    this is well defined seo guide to explain seo in simple ways.

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