Everything you need to know about SEO

What is SEO (and why it still matters in the age of AI)?

Search Engine Optimization (SEO) is all about helping your website show up in search results -- so more people can discover your business. Traditionally, that has meant ranking higher on Google's search results pages (SERPs).

But search is evolving. With the introduction of AI Overviews in Google and other AI-powered search tools, people are getting faster, summarized answers directly in search results.

BUT that doesn't mean traditional SEO is dead, it just means that the game has changed (but we still recommend that you learn these basics). Now, SEO isn't only about ranking for a higher spot on Google, it's also about making sure your content is clear, trustworthy, and authoritative enough that AI tools pull it into their answers.

There are still two core sides to SEO:

• on-page SEO: everything you do on your website itself - like using keywords, writing alt text for images, and structuring your content with clear headings

• off-page SEO: everything that happens beyond your site that boosts your visibility - like social media, backlinks, interviews, etc.,

Search Engines:

Search engines use automated tools (often called robots, crawlers or spiders), to discover and organize the content on the internet. Here's the basic process of what happens:

1. discovery: the crawler finds a new website or a new page

2. analysis: it scans the content and data to understand what the page is about

3. indexing: the page is stored in the search engine's database (like a giant digital library)

4. query match: when you go to type something in a search engine's search bar, the algorithm compares your query to the indexed pages

5. results: the search engine ranks and displays the most relevant, useful, and trustworthy results

   
   

The ultimate goal of a search engine is simple: deliver the best possible answer to the searcher's question.

That's why the quality of your website matters. That's also why knowing basic SEO (even in the age of AI) still matters. Crawlers aren't just looking at keywords, they're evaluating how your site should be categorized, whether you content is helpful or not, and how valuable your website might be for certain search queries.

SEO and Keywords:

SEO keywords are the words and phrases people type into search engines when they're looking for something. When your website content lines up with the same words your audience is searching for, you increase your chances of showing up in their results.

But not all keywords are created equal. If you only focus on broad, basic or generic keywords (like "shoes" or "marketing"), you'll be competing with millions of other websites. That's where long-tail keywords come in.

Long-tail keywords are longer, more specific phrases (usually three or more words). They may not get as much overall search volume, but the people using them are often further along in their buying journey (meaning they're clsoer to making a decision).

example of stages of search

For example:

Early-stage search (broad/generic): “running shoes”

Later-stage search (specific): “white Nike women’s running shoe size seven”

The first search is very general, while the second search show clear intent to purchase. By targeting long-tail keywords, you're not only making your content more specific but you're also putting yourself in front of people who are more likely to take action (like booking, buying or contacting you).

How to Conduct Keyword Research for SEO

Keyword research is an essential part of any SEO strategy.

By identifying the keywords and phrases that your target audience is using to search for your products or services, you can optimize your website and content to rank higher in search results in order for your target audience to come across and find your website.

Here are some basic steps to follow to conduct keyword research:

1. Identify your target audience: Before you start your research, it's important to know who you are targeting. This will help you determine the keywords that are most relevant to your business.
   

2. Brainstorm keywords: Start by brainstorming a list of keywords that are relevant to your business. This can include words and phrases related to your products, services, location, as well as the topics and industries that are associated with them.
   

3. Use keyword research tools: There are several keyword research tools available that can help you find the keywords that are most relevant to your business. Some popular tools include SEMrush and Uber Suggest.
   

4. Analyze search volume and competition: Once you have a list of keywords, you can use keyword research tools to analyze the search volume and competition for each keyword. Look for keywords that have a high search volume and low competition, as these are likely to be easier to rank for.
   

5. Focus on long-tail keywords: In addition to more general or 'broad' keywords, consider targeting long-tail keywords. These are more specific phrases that are more likely to be used by people who are further along in the buying process.
   

6. Optimize your website and content: Once you have identified your keywords, use the list you have created to optimize your website and create content.

Where do I put keywords?

When it comes to keywords on your website, it's simple. Put them where they make the most sense. But keep in mind, strategic placement matters more than ever now. AI models pull context from page titles, headers, and alt text, so those spots aren't just helping Google, they're also clues for AI when it chooses what to display in summaries.

Here are some examples of where you will include keywords:

• Headings + sub-headings (H1, H2, H3, etc.,)

• Body copy

• Product Descriptions

• Service Descriptions

• Title Tags

• Meta Descriptions

• Alt Text for Images

Title Tags & Meta Descriptions

Title tags are the names of the individual pages on your website that appear in the search results. This is the first thing that a visitor will see when searching for your website and coming across it in search results.

Meta descriptions are the short descriptions you see under the title tag on a search results page that describes what that individual page on the website is about.

Check out the example below:

Title Tag & Meta Description Example

Both the title tags and the meta descriptions are essential to SEO.

These should be optimized so that a person browsing through search results will have a better understanding of what the individual page and website are about to decide whether or not they want to click on your website.

Check out our quick 20-minute video, SEO Made Simple to learn more about what you need to know to optimize your website.

Use Clear, Specific Headings (H1s, H2s, H3s, etc.,)   

When building out your pages, think about your titles, headers and sub-headings as both a roadmap for your visitors and signals for search engines. The right structure makes your site easier to skim and helps people quickly find what they're looking for -- while also giving Google important context about what each page is about.

Your main header (H1) is arguably the most important. It tells search engines (and website visitors) what the page is focused on. Then there's sub-headings (H2s, H3s, H4s, etc.,), which break content into digestible sections and add even more clarity.

The goal is to make them descriptive and specific.

For example, instead of a vague header like "About Us," try something like "Miami Branding & Web Design Studio" or "Tax Planning Services in Chicago." Those are instantly more helpful to both readers and search engines because in this way, this helps signal to Google where you are located as well as what the page is about. And now when someone is searching in your area, they will immediately know they've found the right place.

The same goes for sub-headings.

For example, instead of a generic heading like "Our Services," get more intentional and creative:

• "Helping Small Businesses Build Websites That Convert in Austin"

• "Financial Coaching for First-Generation Entrepreneurs"

• "Custom Event Planning for DMV Couples"

• "Why Miami Homeowners Need Reliable Roof Repairs"

By weaving in what you do and where you do it, you're creating a site structure that is not only helpful to readers and optimized for search engines, but a site that feels more useful, more local, and more likely to show up when someone's searching for exactly what you offer.

Learn more about SEO basics in our course, SEO Made Simple.

Provide Alternative Text for Images

Alternative text (often called alt text) is written text that describes what's happening in an image. It's essential for accessibility as screen readers use it to explain visuals to people who are visually impaired. It also acts as a backup when your image doesn't load (alt text will appear in its place so the meaning of the page isn't entirely lost).

But alt text isn't just about accessibility -- with visual search on the rise (think Google Lens, Pinterest Lens, and AI tools that interpret images), alt text isn't just about accessibility and SEO -- it also makes your content easier for AI systems to "understand" and surface in responses.

Since search engines can't "see" your images, so they rely on alt text to understand what those images represent. When you describe your images clearly and include relevant keywords, your visuals have a better chance of showing up in Google Images and other search results. That can help drive extra clicks and traffic to your site.

Here are a few quick tips for writing alt text:

• Be descriptive: Explain What the image actually shows (for example, "woman typing on a laptop at a coffee shop")

• Keep it concise: a sentence or less is plenty

• Use keywords naturally: if the image ties directly to your service, location or product then weave those terms without sounding unnatural (for example, "handmade ceramic mugs from our Los Angeles pottery studio")

• Skip the obvious: there's no need to say "image of" or "picture of" (Google already knows it's an image)

Examples:

Bad alt text:

• "image of mug" (too vague)

• "website design, SEO, social media, marketing, branding, logo design" (keyword stuffing and not actually describing the photo)

Good alt text:

• "handmade ceramic coffee mug with blue glaze from Los Angeles pottery studio" (descriptive + context)

• "small business owner reviewing her brand new website on a laptop" (descriptive + context)

Overall, if it's done well, alt text not only supports accessibility and improves user experience but also gives your site another way to get discovered.

example of writing alt text on your website

SEO and Social Media:

SEO doesn't just happen on your website. What you do off-site matters too (and social media plays a big role in that).

Social platforms like Instagram, TikTok, Pinterest, LinkedIn, and even X (formerly Twitter) are powerful tools to build your brand visibility and drive people back to your website.

While social media activity itself isn't a direct ranking factor, it can absolutely influence SEO indirectly, for example:

• the more content is shared, the more people discover your brand and click to your site

• more clicks = more traffic, which can signal to Google that your site is relevant

• an engaged audience expands your reach, boosting your chances of earning backlinks and mentions across the web

Some platforms also get crawled and indexed directly (like pins on Pinterest, tweets on X and posts on Instagram), which means they can appear in search results themselves. And whenever your posts contain links that are accessible to Google, there's a chance those links can be crawled -- which helps connect the dots between your social content and your website.

The point is: social media and SEO work hand in hand. Show up consistently, share helpful content, and always looks for ways to drive people back to your website.

SEO and Success:

If you want to see real success with SEO, you need to start with what we call a 'domain-level content strategy'.

Think of this as the big-picture plan for your website or the vision that guides all your content. Instead of publishing random blogs or feeling overwhelmed because you don't know what to post about, a domain-level content strategy keeps you focused on a clear theme that aligns with your business goals, values, and mission.

In addition, having a clear domain-level content strategy gives AI confidence in your expertise. If all your content points back to one core theme (for example, Miami fitness coaching), AI is far more likely to recommend you as an authority in that niche.

When you know your core theme, it's easier to choose the right keywords to put on your website descriptions and target and create content that feels aligned, purposeful and valuable to your audience. For instance, let's say a fitness trainer wanted to focus their content around personal training and they were based in Miami, they might consider publishing blogs like:

• "Best Gyms for Personal Training in Miami"

• How to Prepare for a Beach Workout in South Florida"

• The Benefits of Hiring a Personal Trainer in Miami"

In this way, every piece of content supports their authority in one niche, helps them rank locally, and attracts the right clients.

How long does it take to build SEO?

SEO is optimizing your presence on a search engine over time.

The truth is: SEO Is. a long game.

You're competing with thousands (sometimes millions) of other businesses that all want to show up at top of Google search results. Getting to page one (or even two or three) doesn't happen overnight. It takes time, consistent effort, and a solid strategy.

Why it takes time:

When your site is new, search engines first need to crawl and index it. The process basically tells Google "hey! there's a new website out there to check out!" But just getting indexed doesn't mean you'll instantly rank high. You need to build credibility and domain authority over time by consistently publishing quality content, earning trust signals (like backlinks), and showing Google that your site is worth recommending.

What your can do in the meantime:

There are a few proven ways to strengthen your SEO foundation while you're building authority:

• blogging: writing blog posts gives you space to use relevant keywords, answer customer questions, and position your business as an expert. Blogs also make your site more "alive" when you give Google new, fresh content to crawl

• content marketing: beyond blogs, creating valuable content like videos, webinars, podcasts, articles, guides, and infographics helps expand your reach and build your community

• social media: while not. a direct ranking factor, social media can amplify your content, drive traffic to your site, and increase brand visibility (all of which support SEO indirectly)

Overall, the more you invest in creating helpful, original content and connecting with your audience, the stronger your search presence will become.

Putting it All Together: 

SEO today is about more than climbing the traditional rankings -- it's about showing up where people are searching, whether that's Google's SERPs or AI Overviews.

From using descriptive headings and writing alt text, to showing up on social media and creating content that people actually want to read, each piece works together to build your online presence.

The basics still matter keywords, quality content, smart structure, and a strong strategy. The key is consistency. A strong SEO strategy isn't a one-and-done task, it's an ongoing practice of refining your content, showing up for your audience, and making sure your site reflects the value you offer.

When you put it all together, a comprehensive SEO approach combines:

• on-page SEO: the things you do directly on your site (like headers, alt text, and quality content)

• off-page SEO: the things that happen beyond your website (like social media, backlinks, brand mentions, and media appearances)

• content strategy: the long-term plan that ties everything together

  
  

When all of these things work hand in hand, your website is more likely to rank higher in search results and/or be shown in AI Overviews.

Remember: SEO success doesn't happen overnight. But with strategy, consistency, patience and the right foundation, your website can become a trusted, go-to resource in your industry.

If you want to keep learning, we dive deeper into all of this in our course, SEO Made Simple.

written by:

Adriana Leos

Chief Creative Officer

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