SEO Basics

A quick guide for beginners

Case Study: SEO Improvement Measures for EC Site Product Category Pages
  • "I want to understand SEO fundamentals."
  • "I need a beginner-friendly explanation."

To address these common questions, I've created a comprehensive yet concise guide covering the essentials of SEO (Search Engine Optimization), including practical techniques and effective learning strategies.

Whether you're taking your first steps in SEO or looking to boost your website's traffic, this guide will provide valuable insights.

What you'll learn

  1. What is SEO?
  2. Why is SEO necessary?
  3. Types of SEO (On-page, Off-page, etc.)
  4. How to track SEO improvements
  5. How to learn SEO independently
  6. Necessary SEO tools
  7. How to choose an SEO consulting company

Drawing from my 12+ years of SEO experience, I'm excited to share the insights and strategies I've learned along the way.

1. What is SEO?

SEO, or Search Engine Optimization, is the practice of optimizing websites to rank higher in search engine results (particularly Google) for specific keywords.

What are search engines?

Search engines are platforms that help users find information on the internet. Here are the major search engines used in Japan:

However, when discussing SEO, we're typically focusing on Google optimization, as it's the dominant search engine.

2. Why is SEO necessary?

The core of SEO is solving user problems

People turn to Google when they need answers or information. By creating content that effectively addresses these questions and challenges, your pages naturally become more likely to rank well in search results.

Benefits of SEO

  • Drive revenue growth
    Enhance your website's overall conversion rate
  • Build brand visibility
    Increase organic search traffic
  • Strengthen online presence
    Dominate search results for your brand and product names

Once you achieve strong search rankings, you'll enjoy a steady stream of visitors and conversions. This makes SEO one of the most cost-effective long-term marketing investments.

The myth that "SEO is dead"

While some claim SEO is outdated, this perception mainly stems from the saturation of low-quality content.
While it's true that ranking with basic, superficial content has become more challenging, the value of high-quality, problem-solving content continues to grow. In fact, well-crafted text content remains one of the most effective ways to build a profitable online presence.

3. Types of SEO

SEO strategies can be broadly categorized into three main types:

  1. On-site SEO (Internal Measures)
    • Technical SEO
    • Content SEO
  2. Off-site SEO (External Measures)
    • Link building (Acquiring backlinks)
    • Citation building (Brand mentions)
    • Improving E-A-T (Expertise, Authoritativeness, Trustworthiness)
  3. Specialized SEO Measures
    • Search results page optimization (SERP SEO)
    • Local SEO (MEO)
    • Google Discover optimization
    • Website speed optimization

What is Technical SEO?

Technical SEO focuses on optimizing your website's infrastructure to ensure Google's crawler can effectively understand and index your content. This creates a solid foundation for all other SEO efforts.

Main Elements of Technical SEO

  • Breadcrumb navigation
  • HTML optimization
  • Sitemap implementation
  • Broken link repair
  • HTTPS security (SSL certificates)
  • Language and canonical tag management (hreflang, canonical, redirects)
  • Mobile optimization (Responsive design / AMP)
  • Page speed enhancement
  • Keyword cannibalization prevention

What is Content SEO?

Content SEO involves optimizing your website's content and information architecture to provide maximum value to both search engines and users. Key aspects include:

  • Strategic site structure planning
  • Meta title and description optimization
  • URL structure refinement
  • Heading hierarchy optimization (H1/H2, etc.)
  • Image optimization (including alt text)
  • Strategic internal and external linking

What is Link Building?

Link building involves earning high-quality backlinks from reputable websites to your own. These backlinks serve as "votes of confidence" from other sites, signaling to Google that your content is valuable and authoritative.

Citation Building

Citations occur when other websites or social media platforms mention your brand or company name, even without direct links. A strong presence of brand mentions across the web can positively influence your Google rankings.

Building E-A-T

Google's quality guidelines emphasize E-A-T, which stands for:
- Expertise: Demonstrated knowledge and experience in your field
- Authoritativeness: Recognition and influence within your industry
- Trustworthiness: Consistent delivery of accurate, reliable information

Websites that demonstrate strong E-A-T through real-world expertise and credibility typically achieve better search rankings.

What is SERP SEO?

SERP (Search Engine Results Page) optimization focuses on enhancing how your website appears in search results. This includes optimizing titles, descriptions, and rich snippets to improve click-through rates and attract more qualified traffic.

What is Local SEO (MEO)?

Local SEO helps businesses optimize their presence in Google Maps and local search results. This is particularly crucial for businesses with physical locations, as it helps them connect with customers in their immediate geographical area.

Google Discover Optimization

Google Discover optimization targets the personalized content feed that appears in the Google app and Chrome's start screen. While different from traditional SEO, effective Discover optimization can drive significant traffic spikes, potentially reaching tens of thousands of pageviews quickly.

Website Speed Optimization

Site speed has become increasingly critical for SEO success. Particularly important are the Core Web Vitals metrics (LCP, FID, CLS), which measure loading performance, interactivity, and visual stability. Optimizing these metrics improves both user experience and search rankings.

E-commerce SEO Strategies

E-commerce websites require specialized SEO approaches due to their complex structure and large product catalogs. Key focus areas include:

  • Product category page optimization with structured data
  • Creating unique, detailed product descriptions
  • Developing an effective internal linking strategy between categories

4. How to Track SEO Performance

After implementing SEO strategies, it's crucial to measure and analyze their effectiveness. The following three key metrics are typically prioritized:

  1. Organic search traffic volume
  2. Keyword ranking positions and trends
  3. Conversion rates (inquiries, purchases, downloads, etc.)

Tools for Tracking Search Rankings

The most efficient approach is to leverage the Google Search Console API by connecting it directly to Google Sheets for automated reporting.

Creating SEO Reports In-House

When tracking SEO performance internally, focus on monitoring these key performance indicators (KPIs):

  • Google Search Console Metrics
    • Impressions, clicks, technical issues, Core Web Vitals performance
  • Google Analytics Data
    • Organic traffic trends and conversion metrics
  • Keyword Position Tracking
    • Rankings for target keywords (typically monitoring hundreds to thousands)
  • Backlink Analysis
    • Domain authority and link quality metrics using tools like Ahrefs or SEMRush

5. Self-Learning SEO

For effective self-learning, follow these three steps:

  1. Start with foundational SEO literature
  2. Follow industry experts and authoritative SEO blogs
  3. Apply learnings through hands-on practice

It's essential to rely on credible information sources. Since misinformation can spread quickly on social media, always prioritize Google's official documentation and insights from established industry experts.

Essential SEO Reading

  • Search Engine Optimization (SEO) Starter Guide
    The most authoritative resource, published in Google Search Console Help.
  • Silent Web Writing
    An accessible guide that teaches web writing fundamentals through manga-style illustrations.

Recommended Resources

While these resources are primarily in English, they provide the most current and comprehensive SEO insights available.

6. Essential SEO Tools

When getting started with SEO, I recommend beginning with free tools. Here are the free tools I use regularly:

For SEO professionals managing multiple sites, investing in paid tools can significantly improve workflow efficiency.

While these tools cost around $100 per month, they are invaluable for professional SEO work, particularly for comprehensive backlink analysis and competitive research.

7. Choosing an SEO Consulting Company

If you lack the time to learn SEO or cannot afford a full-time SEO specialist, outsourcing to a consulting company may be your best option.
However, the quality of SEO consulting services varies significantly, and some engagements may fail to deliver value for your investment. Before signing any contract, carefully evaluate these key factors:

  • Do they showcase verifiable achievements and detailed case studies?
  • Is their pricing model transparent (performance-based, fixed monthly fee, etc.)?
  • Do they provide regular reporting and actionable improvement recommendations?

Summary

This guide has provided a comprehensive introduction to SEO fundamentals. While SEO isn't overly complex once you grasp the basics, it's a dynamic field that requires ongoing learning and adaptation.

We'll continue updating this resource with detailed guides and best practices. Bookmark this page to stay informed about the latest SEO developments.