Search Engine Optimization (SEO) Fundamentals

This article addresses the fundamentals of SEO, short for “search engine optimization,” and is broken down into the following sections:

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SEO Forms

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When a person searches for something in a search engine, the results returned by the search engine are referred to as “search results” (SEO practitioners are referred to as “SERPs,” which means Search Engine Return Places).

The item you are searching for is referred to as the search term.

Keywords are the most important words on a website (e.g. “insurance”), while keywords are multiple keywords that people are looking for (e.g. “term life insurance”). Very few people search for single words, instead search for sentences.

NOTE: if you are looking for something to be as descriptive as possible, the most important search result items will lead.


Optimization of search engines is a common concept that supports a number of items. This also has a different definition for people as well, depending on what they’ve read or learned.

To put it simply, search engine optimization refers to the process of increasing the ranking (i.e. placement) of a website within the search results.

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SEO can be divided into two different initiatives: optimisation on-site and optimisation off-site.

Optimisation On-Site

Optimization on-site refers to work done on a website, which may include updating current content as well as introducing new content to it.

Examples of optimisation on-site are:

Fixing domain problems ( e.g. multiple domains or sub-domains which all resolve on the same site, resulting in duplicate content issues)

Optimization of title tags and meta tags on the page level (although meta tags are not as relevant as they used to be)

Using key phrases in essential parts of the page such as text anchor (link), header tags (titles), and the first and last paragraphs of a document

Use of keywords (e.g. folder names, filenames, and even the domain itself) in the site structure