Google has just released their latest guide ^[1] for those new to Search Engine Optimization (SEO). In it, Google expands on four key areas that every new web marketer and webmaster should know about search engines – the basics, understanding how indexing works, using Webmaster Tools effectively, and how to do your homework. Below, I’ll explain what Google means by each area in more detail.

After you’ve gone through this basic guide, try my in-depth guide on SEO ^[2]. It’s not for the faint of heart, but it’s chalk-full of ideas and guidelines on how to rank well.

Step 1 – Absorb the basics

Google’s article on SEO for beginners starts off by encouraging newbies to read the Google SEO Starter Guide. ^[3] This handy 22-page document is a must-read. It contains a run-down of what organic search results are and how you should structure your website. For example, each webpage should have its own unique title, and it’s more important that you may realize. The title is also the link text that Google uses in its search engine results – it’s what people will click on, so you better make it stand out. The Starter Guide also covers website structure, such as what to name your directories (hint: make them human readable and descriptive). Page 13 of the guide also has some sage advice for those of you thinking about using the wonderfully descriptive phrase “click here” for your links: Don’t do it. Too often websites use “click here” for so-called anchor text. The problem is, you’re doing damage to your website’s search engine ranking and giving your visitors no useful information – all at the same time. That’s because Google partly uses the anchor text to help determine what the page is about. In Google’s own words: “The better your anchor text is, the easier it is for users to navigate and for Google to understand what the page you’re linking to is about.”

Another useful source of information is Google’s “Search Friendly Development” video ^[4], which was recorded at its annual Google I/O conference ^[5] (and since this is an article for newbies, IO stands of input/output – a computer science term you need not worry about. It’s a developer thing). Google also recommends that you read their official webmaster guidelines ^[6]. It’s got a lot of the same information of the SEO Starter Guide, but mixes in more technical tidbits.

Step 2 – Explore and share with other webmasters

Okay, you’ve read the SEO Starter Guide (or plan to shortly), and you’ve watched the Google Search Friendly Development video. Now what? How about brushing up on your knowledge about how the Googlebot works ^[7]? This little piece of software is what crawls the web looking for webpages to index.

No matter what you’re curious about, if it deals with search engines and your website, it’s a good idea to stop by the Google Webmaster Help page ^[7]. You may want to peruse this resource over the course of a few days – there’s a lot of information to take in.

Step 3 – Google Webmaster Tools

What’s a webmaster without his/her trusty Google Webmaster Tools account? If you’re reading this article, you’ve probably never heard of Webmaster Tools. It’s an essential collection of utilities that Google offers to help keep your website fully indexed and running trouble free, search engine-wise that is. Sign up for a free account ^[8] and get started exploring. Inside, you’ll find out how to monitor and manage your website. For example, you can upload a sitemap in XML format directly into the Google mother ship. This will help Google find and index those hard-to-crawl webpages. You’ll also learn which of your page titles (see above) are too short or too long, which page descriptions need work (hint: probably most of them).

^[9]

Step 4 – Research first, then worry

By now, you’ve got the basics of SEO down pat. You’re also probably chatting with other web marketers and webmasters about search engines. But before you do anything new, research it. Try visiting the Google webmaster forum ^[10] and always read the Google Webmaster Central Blog ^[11].

If you’re hungry for a more, try reading my in-depth guide on SEO ^[2]. It’s a complete 3,600-word run down on what you need to do to master SEO. Enjoy.