This search engine optimization tutorial will help you get started with SEO. You’ll learn:

  1. Keyword Research
  2. On-page optimization
  3. Link-building

SEO Tutorial on Keyword Research

Keywords are words and phrases users put into search engines to find information they need. Search engines return websites considered most relevant to those keywords.

It is likely you found this article through a search engine with keywords such as “search engine optimization tutorial” or “seo tips”.

In order to optimize a website for search engines, you must know the exact keywords your potential customers use to look for products and services. For example, John sells running shoes. He wants to optimize for keyword “shoes” and show up on the first page of search results. The question he should ask: “What do customer want to find when they search with keyword “shoes” ?”

Customers may want high heel shoes, work shoes, fashion shoes, tennis shoes, kids shoes or golf shoes. John only sells running shoes, so he would get traffic disinterested in his offer. A wiser choice would be to optimize for: “athletic shoes”, “nike shoes”, “basketball shoes”, “men’s running shoes”, “buy running shoes” and other keywords closely related to his business. Traffic delivered from search engines with those keywords will be interested in John’s products and he will sell more shoes as a result.

This search engine optimization tutorial will show you how to do keyword research and guide you to the best tools.

Keyword Tools and Research

search engine optimization tutorial

Researching keywords is easy.


Simply search with a phrase that reflects your business and keyword research tools will show real search queries customers used on search engines, along with number of times each query was searched.

For example search for “shoes” using Google Keyword Tool gives following results:

KeywordAverage Search Volume
discount shoes45,500,000
discount shoes301,000
womens shoes1,500,000
diesel shoes165,000
skate shoes368,000

Total of over 100 keywords

From the results, select the keywords that reflect your business model and have high search volume. Those are the keywords you need to optimize for.

If the keywords do not reflect your offer, refine by adding more words. In our example we can refine “shoes” with “rebook shoes” or “woman shoes toronto”. The goal is to research using phrases that reflects your offer.

Keyword Research Tools:

Once you learn know the keywords, you can start on-page optimization, which is the next part of this SEO tutorial.

OnPage Search Engine Optimization

This part of search engine optimization tutorial will introduce you to on-page search engine optimization.


Take the keywords you found with keyword research and select one. Leave all other keywords out, and focus on one keyword for now. (one keyword refers to “mortgage” or “mortgage broker” or “get mortgage in Toronto”. The point is to have one single keyword or phrase that the keyword research tool returned).

Now go to your website and decide which page you want to show on search engines for that keyword. You may have to create a new page or change an existing one.

Next, identify following elements on the page:

  • Title tag
  • h1 tag
  • h2 tag
  • Main text (content)

Next put the keyword in those elements. Make sure to shorten title tag to 7-9 words. Make h1 appear natural. Use variations and synonyms in h2. For the main text, write an article and include keyword where it fits naturally. Try to cram-in exact keywords and few synonyms.

Create separate page for each keyword you selected. Do the exact adjustments on your homepage, but make sure to pick the keyword that has highest search volume and is very relevant to your business.

Link Building Tutorial

There are two types of link building. Internal and external (in-bound). In this search engine optimization tutorial we will touch base on both.

Search engines analyze links throughout the web. If a website X links to website Y, search engines consider it a vote by website X to Y. As a result website Y will show higher in search results.

Not all links are equal. If an automotive site gets a link from a website focused on flowers, search engines may not count it. If however, automotive website gets a link from another automotive website search engines will count it.

By looking at anchor text search engines rank webpages on search results. If a website gets hundreds of links with the anchor text “search engine optimization”, it will rank well on search results.

Internal Link Building


Internal links help search engine classify webpages. If you want to a specific page to rank for keyword “running shoes”, make sure that most of your pages use this phrase in anchor text when linking to the “running shoes page”. This includes navigation links, and links within text.

Please note emphasis on “most of your pages” in the last paragraph. Search engines can detect if you optimize webpages, make sure that not all your pages include targeted keyword in the anchor text. Vary a little.

Inbound Link Building Tutorial

In this last tutorial we’ll show you how to get inbound links. Inbound links are essential to search engine optimization. Without inbound links you have no chances on Google, which dominates search engine world with ~65% market share.

Ways to get inbound links:

  • Submit your website to online directories.
  • Submit to paid directories like Yahoo Directory and
  • Join local business chamber and get a link from it. Google trusts .gov links
  • If you know professors, try to get a link from university domains. Google trusts .edu links
  • Get in touch with your business partners and request a link from their website
  • Buy links from other websites. Google considers this “black hat” and may ban your website. Careful link buying still works.
  • Create quality content and email it to websites in your industry. If they like it, they will link to you voluntarily.
  • Exchange links with webmasters. Not as useful as it used to be.
  • Rent links from links brokers. Do a search if you’re interested.

The search engine optimization tutorial should give you ideas and get you started with SEO.

Good luck!


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