Basic and Practical Guide for Beginners: What to Do for SEO

Many people who run their own websites or blogs feel troubled by issues like "traffic not increasing as expected" or "not appearing at the top of search results."
Attracting visitors solely through social media or advertising is time-consuming and costly, and many people likely feel the need for SEO but are unsure where to start.

　💬 I don't know what I should actually do for SEO...

When you research SEO, there are many technical terms, and you may get confused because different articles claim different things are "important."
In addition, with the spread of AI and the evolution of search engines, there are more situations where old common knowledge no longer applies. Beginners, in particular, tend to end up with haphazard measures because they cannot grasp the overall picture or priorities.

　　Therefore, what is important is to know "why we do SEO in the first place," "what preparations and tools are necessary," and "what steps to take to achieve results easily."

　📖What you will learn in this article

　　In this article, we will explain everything from the basics of SEO to the latest methods adapted for the AI era, preparations before starting, on-page/off-page SEO, and costs in a comprehensive and easy-to-understand manner. If you are feeling lost, please use this as a reference.

The basic overall picture of what to do for SEO, understandable even for beginners

When you start researching SEO, you may often be confused, wondering, "Should I just write articles?" or "Do I need technical skills?"
First, it is important to grasp the overall picture in order, including the purpose and importance of SEO, its mechanisms, and modern trends.

The purpose of SEO and its modern importance

SEO (Search Engine Optimization) is translated as "Search Engine Optimization." Its purpose is to make your company's site easier for more people to find on search engines like Google and Yahoo!.
For example, if you handle diet products, appearing at the top of search results for terms like "diet methods" or "healthy ways to lose weight" will increase prospective customers and lead to higher sales.

Although information channels have diversified in the modern era with social media and videos, "searching" is still deeply rooted in our daily lives for things like looking up information or comparing products before purchasing.
Unlike advertising, users search for information voluntarily, so if you can attract visitors through SEO, you can efficiently approach "people who are ready to buy." If you want to attract visitors continuously and increase credibility, the value of SEO remains high.

The mechanism of search engines and the evolution of Google's algorithm

Search engines collect information from websites around the world, rank pages that match search keywords, and display them. When Google evaluates a site, a robot called a "crawler" crawls the internet and registers information from each page into a database.
Then, when a user performs a search, it determines the results based on that information by judging relevance and quality.

Google's "algorithm" evolves year by year. In the past, simple measures like stuffing keywords were effective, but now various elements such as page content, reliability, user satisfaction, and expertise are evaluated in a complex manner.
Also, with the introduction of AI technology and improved understanding of search intent, the mechanism to identify useful information from a more "human-like perspective" has been strengthened. It is important to constantly check the latest trends and respond flexibly to changes.

Basic knowledge of E-E-A-T and YMYL that you should know for SEO

In the world of SEO, you are hearing more and more about terms like "E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)" and "YMYL (Your Money or Your Life)." E-E-A-T is an indicator used by Google to evaluate whether "this site or operator is experienced and trustworthy."
For example, in genres where incorrect information can have a major impact, such as medicine, investment, or law, things like "whether an expert actually wrote it" or "whether the content is based on experience" are given more weight.

　　YMYL stands for "Your Money or Your Life" and refers to information related to finance, health, and daily life. These fields are handled with particular caution, and if reliability is questioned, rankings are likely to drop.
Even for beginners, it is important to be conscious of "delivering peace of mind to the reader," such as by clearly stating author information and carefully including supporting data or personal experiences.

Latest trends and changes in SEO in the AI era

In recent SEO, AI chat, voice search, and more natural conversational searches have become widespread. Also, Google itself has started to utilize AI, and there is a growing trend to determine rankings by deeply understanding the "meaning of the text" and the "searcher's intent" rather than just keyword matching.
For example, when someone searches for "how to make delicious curry," articles that cover not just the recipe but also "tips" and "points where people often fail" are increasingly appearing at the top.

　　Also, while AI-generated content is increasing, Google has stated that it highly values content written by humans with experience and expertise.
　While keeping up with the latest trends, an attitude that prioritizes "experiences useful to someone" and "unique information" will become increasingly important in the future.

The reasons why SEO is said to be "meaningless" and the truth behind them

　You may sometimes see comments saying "SEO is no longer meaningful," but many of the reasons for this are due to "misunderstandings" or "partial examples," such as "not getting the results I expected" or "search rankings not stabilizing."
It is true that it is difficult to achieve results with highly competitive keywords or by using outdated know-how as is.

　However, many companies and individuals are still experiencing traffic through search. The important thing is to "continue to improve using the correct methods." If you review your measures in line with environmental changes and strive to create content and operate your site from the user's perspective, you can still achieve results even now.

Things to do before starting SEO and initial preparations

　In SEO, "preparation" and "planning" have a greater impact on results than starting on a whim.
　Here, I will explain in order the initial steps that even beginners can take, from goal design and tool introduction to current status analysis, technical settings, and the mechanism for measuring effectiveness.

Goal design and persona setting for your site

　Before starting SEO, the first things you want to do are "goal design" and "persona setting." Goal design means clarifying the purpose you want to achieve with your site.
　For example, try to imagine as concretely as possible, such as "increasing the number of inquiries," "encouraging requests for materials," or "increasing sales of an online shop."

　Next is persona setting, which is the work of drawing a detailed "ideal target user image." Imagine their age, gender, occupation, worries, and what they think about when searching.
　For example, by setting it as concretely as possible, such as "a woman in her 30s who wants to balance child-rearing and work" or "a sole proprietor worried about attracting customers for a new business," your articles and keyword selection will be less likely to waver.

How to introduce and use essential free tools for SEO

　For SEO, the introduction of free tools such as "Google Search Console" and "Google Analytics" is essential.
　These are tools that allow you to analyze the access status of your site and which keywords users are coming from. Anyone with a Google account can use them, and Search Console can be set up by verifying site ownership.

　The usage is simple; in Search Console, you can check search rankings, click counts, and impression counts to analyze which articles and keywords are strong.
　In Analytics, you can measure the number of visitors, page views per page, and time spent to understand what is being read and where users are leaving. Use these to understand user behavior and find points for improvement.

Improvement points found through site status analysis

　If SEO results are not appearing, conducting a "current status analysis" will bring issues to light. First, try investigating what keywords your site is being searched for and what is different compared to competitor sites.
　Just by looking at "Search Performance" in Google Search Console, you can see keywords and pages that have room for improvement.

　Also, check points include whether the title and description are appropriate, whether the site is outdated, and which pages have concentrated access or, conversely, are not being read.
　By comparing competitors with your own site, the direction of improvement, such as "is there uniqueness?" or "is there enough information?" becomes clear. Grasping the issues is the first step to efficient SEO.

Minimum technical settings such as SSL and mobile support

　Search engines highly value "sites that are safe and easy for users to use." Therefore, SSL (a setting to encrypt site communication) is now essential. Check if your URL starts with "https."
　If it is not SSL-encrypted, a warning may be displayed in the browser, which also affects reliability and SEO.

　Also, optimization for smartphone display (mobile support) is important. Since searching from smartphones has become mainstream compared to PCs in recent years, pay attention to layouts that are easy to see on screens and button placements that are easy to tap.
　Even without specialized knowledge, you can relatively easily achieve mobile support and SSL by using WordPress themes or various CMS services.

Creating a mechanism for effectiveness measurement and improvement PDCA

　SEO is not something you do once and finish; the key is regular effectiveness measurement and improvement (PDCA cycle). Check data with Google Analytics and Search Console to review "which pages are well-read" and "where users are leaving."

　For example, if your search ranking has gone up but your click-through rate is low, you need to review your titles and descriptions, and if your time spent on the page is short, you need to enrich the content and improve the flow.
　By looking back at access trends monthly or seasonally and making the flow of "hypothesis -> execution -> measurement -> improvement" a habit, you can continuously improve your SEO results.

Key points and specific methods to master for on-page SEO

On-page SEO refers to optimizing your site structure and page creation to make it easier for search engines to evaluate.
Here, we will specifically introduce measures for the 'parts you can control yourself,' such as titles, headings, page speed, and internal links.

Tips for optimizing title tags and meta descriptions

The title (title tag) and description (meta description) displayed in search results have a significant impact on user click-through rates.
Try to include your target keywords naturally in the title and aim for an attractive and easy-to-understand expression. Since it will be cut off if it is too long, keeping it around 30 characters is a good guideline.

As a summary of the article, the meta description should specifically convey 'what the content is' and 'what problems it can solve' in about 120 characters. Include keywords here as well, as long as it doesn't sound unnatural, and finish it with a description that makes users feel like they 'want to read it.'
Search engines do not use this directly for rankings, but it has an indirect positive effect on SEO by increasing the click-through rate.

How to maximize the SEO effect of heading tags and URL design

Heading tags (h1, h2, etc.), which organize the structure of an article, are also important clues for search engines. Include the article theme or keywords in the h1, and organize the content clearly using h2 and h3.
State what the reader wants to know concisely for each heading, and try not to make the text too long.

For URL design, use alphanumeric characters or simple Japanese as much as possible to create a structure that is easy to understand. For example, strings that concisely indicate the content, such as '/seo-basic' or '/faq', are ideal.
Avoid unnecessary symbols or overly long paths, and aim for a format that is easy to understand even when viewed later.

Practical examples of page loading speed and mobile-friendly support

Page loading speed affects not only user satisfaction but also SEO. Be conscious of making the page as lightweight as possible by properly compressing image sizes and reducing unnecessary plugins or scripts.
If you check with free tools like 'PageSpeed Insights,' the areas for improvement will become clear.

Mobile-friendly site design is also important. Check on an actual device to see if text and buttons are easy to see when browsing from a smartphone, and if any functions are difficult to use.
By adopting a mobile-ready WordPress theme or a responsive design, basic support is possible even without special knowledge.

The importance of internal link design and sitemaps

Internal links, which connect pages within the same site, are essential for improving SEO evaluation. Connect related articles with text links and try to encourage readers to naturally read other articles as well.
For example, by including guidance such as 'Click here for details' or 'Read related articles,' the dwell time and page view rate of the entire site will increase.

Also, a 'sitemap' has the role of conveying the overall structure to search engines. It is standard to prepare an HTML sitemap for users and an XML sitemap for search engines.
If you are using WordPress, automatic generation is possible with a dedicated plugin, so we recommend installing it from the initial stage.

Avoiding penalties by discovering and canonicalizing duplicate content

If multiple pages with the same content or similar explanations exist, they may be considered 'duplicate content' and put you at a disadvantage in search results.
Be careful, as this often happens with product introduction pages, FAQs, and campaign information.

If duplication is suspected, you can check it with the 'Coverage' report in Google Search Console or a 'site:' search. If there are multiple pages with the same content, perform 'canonicalization (canonical setting)' to tell the search engine which one should be prioritized for evaluation and convey the correct information. Deleting old pages or consolidating content is also effective.

Effective keyword selection and high-quality content production

To aim for the top of search results, appropriate keyword selection and 'useful content creation' based on that are essential.
Here, we will explain how to find keywords, article structure, responding to search intent, and points for writing unique articles.

Basics of keyword research and specific ways to choose them

First, think about what keywords you want to be searched for. Include not only words related to your company's services or products, but also potential search terms like problems, questions, and location names.
You can easily check search volume and related words using free tools like Google Keyword Planner or Ubersuggest.

For example, even if you just say 'SEO measures,' there are various combinations such as 'SEO for beginners,' 'free SEO tools,' and 'how to do SEO.' The trick is to avoid keywords with too much competition and choose slightly more specific ones.
By naturally incorporating the chosen keywords into titles, headings, and the body text, it becomes easier for search engines to recognize that 'this content matches this keyword.'

Strategy Planning Utilizing Suggestions, Related Terms, and Co-occurring Words

When you enter a keyword into the Google search bar, 'suggestions' (predictive candidates) are automatically displayed. By utilizing these, you can easily grasp combinations that are actually frequently searched and points that users are concerned about. Also, the 'related searches' at the bottom of the page are very helpful.

Furthermore, 'co-occurring words' are words that are often used together with a specific keyword. For example, for 'SEO measures,' words like 'ranking,' 'access,' and 'effect measurement' fall into this category.
By naturally incorporating these into the body text and headings, the article becomes more multifaceted and comprehensive, making it easier to gain higher evaluations from search engines.

How to Aim for Broad Traffic with Long-Tail Keywords

Big keywords (e.g., 'SEO' or 'Web marketing') have intense competition, and it can be difficult for beginners to rank high. Therefore, 'long-tail keywords' are recommended.
This refers to search terms that combine three or more words, such as 'SEO measures for beginners free.'

Long-tail keywords have fewer search volumes, but because they are often searched by people with specific problems or needs, they have the characteristic of being more likely to lead to results.
Also, by targeting various long-tail keywords across multiple articles, it helps to raise the overall traffic of the site. First, let's list combinations of longer keywords based on your company's strengths and the target user profile.

Article Structure Tailored to Search Intent and Examples of Topic Clusters

Search users perform searches because they 'want to know something' or 'want to solve a problem.' Therefore, it is important not just to insert keywords, but to think about the article structure by imagining 'what information would satisfy them.'
For example, for 'SEO measures for beginners,' covering 'the big picture,' 'a checklist of things to do,' and 'common mistakes' will increase reader satisfaction.

Also, creating multiple related articles (topic clusters) within a single theme (e.g., 'SEO measures'), such as 'internal measures,' 'external measures,' and 'keyword selection,' and linking them to each other with internal links will increase the expertise and comprehensiveness of the entire site.
This can also be expected to have the effect of making it easier for search engines to recognize the site as a 'reliable source of information in that field.'

Content Creation Methods with a Focus on E-E-A-T

Google places importance on 'who wrote it' and 'what kind of experience they have.' Rather than just summarizing articles or tracing information from other sites, incorporating 'personal experiences that only I can write about' and 'things I learned from actually using it' will increase uniqueness and persuasiveness.

It is also effective to clearly state author profiles and operator information, and to cite or link to data and official information from reliable external sites.
By clearly stating 'why I can write about this theme' and 'what kind of achievements or experience I have,' the content will provide 'peace of mind' to both readers and search engines.

Practical Techniques for External SEO and Increasing Traffic

External SEO refers to measures to increase evaluation from outside the site. Here, I will explain in an easy-to-understand manner how to increase traffic that even beginners can practice, such as backlinks, SNS utilization, Google Business Profile, and effect measurement.

How to Naturally Increase Quality Backlinks and NG Measures

Backlinks refer to links posted from other sites to your own site. Search engines evaluate sites that are 'introduced by others' as 'reliable.'
However, please note that unnaturally collecting links or buying and selling links is a violation of guidelines and can have the opposite effect.

The trick to increasing quality backlinks is to 'create useful content and have it introduced naturally.' For example, by publishing professional explanatory articles, unique data, or convenient templates for free, it becomes easier for other site operators to pick them up as 'helpful references.'
Introducing them on SNS and increasing exchanges within the industry also works positively.

How to Expand Brand Awareness Utilizing SNS and Citations

By sharing your website's information and content on social media (Twitter, Instagram, Facebook, etc.), you can expand your traffic sources beyond search engines.
Becoming a topic of conversation on social media can also lead to referrals from other sites and backlinks.

Also, "citation" refers to your company name or service name being mentioned on the internet. Even without a direct link, simply being introduced as "[Service Name] was useful" can sometimes increase your search engine ranking.
Be conscious of exposing your name in various places, such as social media, review sites, and industry forums.

The Importance of Google Business Profile and MEO Measures

If you operate a physical store or a local business, registering for a "Google Business Profile (formerly Google My Business)" is essential. It is directly linked to MEO (Map Engine Optimization) measures, which aim for higher rankings in map searches and area-based keywords like "[Service Name] near me."
It is free to use and helps increase user trust by allowing you to manage business hours, photos, and responses to reviews.

In addition to registration and filling out information, it is important to reply to reviews politely and regularly update photos and the latest information. Since this is a strategy that directly leads to increased local awareness, store visits, and inquiries, be sure to utilize it.

Effect Measurement and Improvement Cycles for External SEO Measures

External SEO measures will not maximize their effectiveness if left unattended. It is important to check "which backlinks are attached" using Google Search Console and analyze traffic sources to understand "which social media or external sites are contributing to customer acquisition."

Be conscious of an improvement cycle, such as further strengthening measures that are producing results and switching to new approaches for those with low effectiveness.
By researching the backlink status of competitor sites and their popularity on social media, and continuously testing measures that suit your company, you can cultivate stronger customer acquisition capabilities.

Points to Note in External Measures Learned from Failure Cases and the Latest Guidelines

Common failures in external SEO include guideline violations such as "buying backlinks," "collecting large amounts of random links," or "increasing self-made links."
While these may increase rankings in the short term, they carry a high risk of receiving penalties and being removed from search results.

Also, if you engage in extremely flashy self-promotion on social media, it may conversely lead to a backlash or a decline in brand image. Regularly check the latest guidelines published by Google and prioritize customer acquisition through "content useful to users" and "providing reliable information."

SEO Costs and Points for Choosing an Operation Method

There are various operation styles for SEO, such as "doing it in-house" or "outsourcing." Here, we will organize points that even beginners can use to avoid failure, including typical costs and market rates, the pros and cons of different operations, and how to choose tools.

Typical Costs and Market Rates for SEO

The cost of SEO varies greatly depending on the "scope of work" and the "service provider." Generally, when individuals or small businesses operate it themselves, the main costs are "labor costs" and "tool usage fees." Even when using paid tools, a few thousand to 10,000 yen per month is a guideline.

On the other hand, when requesting an SEO agency or consultant, the market rate is 50,000 to several hundred thousand yen per month. Content production and large-scale site improvements will cost even more. First, clarify "how much you can handle yourself" and "where to focus your budget."

Comparison of Pros and Cons: Outsourcing vs. In-house Operation

The advantage of outsourcing is that you can utilize the know-how and human resources unique to experts. They can propose improvements you might not notice yourself, and work efficiency will also increase.
However, be aware that it costs money, and if you cannot fully convey your company's industry and strengths, it may not lead to the "results you truly want."

On the other hand, in-house operation makes it easier to keep costs down, and you can gain experience in growing the site yourself. However, it requires time and specialized knowledge, and it can be difficult to see results.
It is also recommended to balance the two by utilizing partial outsourcing or consulting on a spot basis.

Differences in Fee Structures such as Performance-based and Monthly-based, and How to Choose

There are two main fee structures for SEO services: "performance-based" and "fixed monthly." Performance-based is a method where you "pay only when you achieve a high ranking for specific keywords," which is suitable if you are looking for short-term results.
However, because it is highly dependent on ranking fluctuations, it may not be stable for long-term customer acquisition.

The monthly fixed type is a format where you "pay a set amount every month for continuous operation and improvement." Since SEO also involves nurturing results carefully over the medium to long term, this is more commonly adopted. Before signing a contract, be sure to confirm the scope of services covered and whether reports or effectiveness measurements are provided.

Features and Selection Points for Free and Paid SEO Tools

There are many tools available, both free and paid, to streamline your SEO efforts. Representative free tools include Google Search Console, Google Analytics, and Keyword Planner. These alone are sufficient for basic analysis.

On the other hand, paid tools (e.g., Ahrefs, SEMRush, Rank Tracker, etc.) are equipped with more specialized functions such as competitor analysis, backlink research, and automatic keyword ranking checks. The trick is to use them selectively according to your budget and objectives. Free tools are sufficient at first, but consider switching to paid tools as your workload increases.

Learning Cost-Effective SEO Strategies from Success and Failure Stories

The success or failure of an SEO investment depends on how you increase your "cost-effectiveness." Success stories include "achieving a high ranking for a single keyword, which significantly increased sales" and "increasing inquiries from search traffic, reducing reliance on advertising."
The common thread is having "clear goal setting," "user-oriented content creation," and "regular improvements."

On the other hand, failure stories include "just increasing the number of articles," "outsourcing but seeing no results," and "receiving penalties due to unreasonable backlink measures." By regularly reviewing the purpose and progress of your measures and investing firmly in necessary areas, you can significantly improve cost-effectiveness.

Summary: A Concrete Action Guide to Practice Now for SEO Success

SEO results are steadily achieved by grasping the big picture, making a plan, and accumulating steady practice and regular improvements. First, define your website's goals and target personas, then introduce and analyze free tools to understand your current status.

After that, start with internal measures such as titles, headings, internal links, and page speed, and continue creating content from the reader's perspective.

For external measures, focus on creating original articles that leverage your own experience and expertise, posting on social media and Google Business Profile, and acquiring natural backlinks. It is important to find a balance in costs and operational methods that suits your company.

Above all, never forget the basic principle of "sincerely conveying information useful to users," and maintaining a continuous improvement cycle will lead to long-term SEO success. Please take a small step you can start today.

🎯 We will tell you your company's domain rank for free

→ Apply for Aruru Production's free SEO survey now

At Aruru Production, we will conduct a free SEO survey of your website. We will provide you with an easy-to-understand document containing important SEO indicators for targeting high search rankings, such as
domain power and the number of keywords acquired.

With its rich volume, you will surely think, Is it really okay to get this much information for free?.

Since you can see the important numbers on the web that will drive your future customer acquisition, what measures to take, how to do them, and how to beat your competitors, the points you should address for SEO will become clearly visible.

Please take this opportunity to feel free to apply for Aruru Production's free SEO survey.

We also provide SEO advice for companies, so please feel free to send a DM on X. →https://x.com/domain_orank