Joyful SEO

What Is SEO In Digital Marketing? A Guide to the Top SEO Essentials

Martina Grossi — Wed, 16 Jul 2025 05:35:23 +0000

What Is SEO In Digital Marketing? A Guide to the Top SEO Essentials (2025 Edition)

Understanding what is SEO and its purpose, and how to leverage it for growth is a skill business owners, website owners, and marketers should take advantage of.

In this master guide, I’ll share with you core concepts, strategies, and my views on this Customer Acquisition Channel that can completely transform your revenue.

EDITOR’S NOTE: I wrote this guide back at the start of 2023 – and OMG haven’t we come a long way! So in this article I stick to SEO and don’t touch on “AI SEO”, “AEO” or “GEO.” Still, this guide is a good starting point to get it going.

What Is SEO? [2025 Edition]

Let’s keep it simple: SEO (Search Engine Optimization) is how you help your website show up on Google when someone types in something you offer.

It helps potential customers find your business when they need it. It also helps you build long-term visibility and credibility online.

You don’t need to be super technical to benefit from SEO. A basic understanding goes a long way.

SEO Is a Customer Attraction Tool

Think of SEO as your digital word-of-mouth. People are out there searching for answers, services, and help. SEO helps them find you.

It works differently than paid ads or social media. Instead of trying to get attention, you meet people while they’re already looking for what you offer.

The 5 Main Elements of SEO (Made Simple)

Here’s the big picture. SEO has 5 main parts. When these work together, your site becomes more findable and useful:

1. On-Page SEO

This is all the stuff you can see on your site:

Keywords in headings and page titles
Clear content structure
Descriptive image alt text
Internal links that guide visitors

2. Off-Page SEO

This is your reputation outside your site:

Backlinks from other websites
Online reviews
Brand mentions
Shares and collaborations

Search engines look at these as signs of trust.

3. Technical SEO

This is the behind-the-scenes setup:

Your website’s speed and performance
Mobile usability
How easily Google can crawl and index your pages

Real Talk: You don’t need a perfect tech score. Just avoid major blockers.

4. SEO Content Strategy

This is your actual content plan:

Blog posts
Service pages
Helpful guides (like this one!)

All written with purpose, based on keywords your audience is already searching for.

5. Local SEO

If you serve a specific area, this one’s for you:

Optimize your Google Business Profile
Use city or region-specific keywords
Get listed in local directories

Link Building: How People Actually Do It

Links are like digital referrals. When a trustworthy site links to you, it tells Google: “Hey, this content is legit.”

Here are ways to get them without being spammy:

Guest blogging: Share your expertise on someone else’s site
Resource outreach: Ask to be included in helpful lists
Fix broken links: Offer your link to replace a broken one
Local directories: Add your biz where it makes sense
Networking: Share your work with people in your industry

Pro Tip: One good link is better than 100 random ones.

What’s the Deal with Keywords?

Keywords are the words people type into Google. Choosing the right ones is a game-changer.

Types of Keywords:

Short: “plumber”
Long: “emergency plumber in Brisbane”
Branded: “Joyful SEO reviews”
Local: “SEO expert near me”

Staple Keyword Tools (2025):

Keysearch (affordable, great for beginners)
Ahrefs (powerful, a bit pricey)
Google Keyword Planner (free and basic)
Semrush (robust but expensive)

I must say I’m an Ahrefs and Keysearch die hard. There are SO many tools out there, I’ve tried many other tools but I find I always get back to these two.

SEO Content: Long, Short, and Cornerstone

Not every post needs to be long. But here’s how different formats work:

Long-form (1,500+ words): Big guides, explainers, case studies

Short-form (<1,000 words): Quick how-tos, updates, FAQs

Cornerstone content: Your most important and valuable posts. They often rank well and link out to your other stuff.

Internal Linking = Helping Google (and Humans)

Internal links connect your pages. They help:

Google crawl your site
Visitors discover more of your content
Boost the SEO of important pages

Just use clear wording and link to what makes sense.

Creating an SEO Content Plan (Without Overwhelm)

Start here:

Who are you helping?
What do you want them to do on your site?
What are they searching for?
Create helpful, specific content
Share it (then repurpose it!)
Track what’s working (hello, Google Search Console!)

You don’t need to post weekly. You need to post mindfully.

Why SEO Can Feel Hard (But Doesn’t Have to Be)

SEO has a learning curve. Things change often. And yes, it can feel like a lot.

But once you understand the basics, it becomes a lot more manageable. The payoff can be big if you stick with it. SEO is about consistency, not perfection.

Algorithm Updates

Helpful Content: Prioritize actual value over fluff
EEAT: Google wants Experience + Expertise + Authority + Trust
Core Web Vitals: Speed and performance still matter

Just focus on making your content genuinely helpful.

What Is Domain Authority (DA)?

DA is a score (0–100) that predicts how well your site might rank. It’s not a Google metric, but it helps you benchmark progress.

To improve it? Earn great links, post great content, clean up tech stuff.

Must-Have SEO Tools (Even if You’re New to This)

Google Search Console: Your direct line to Google
Google Analytics 4: See how people use your site
Keysearch: Keyword and content ideas
Screaming Frog: Free tech audits for small sites
Ahrefs: Great for all things SEO.
Surfer SEO: It’s good but I find I get the same ouput than with keysearch content assistant.
Clarity by Microsoft: Free tool that is just SO powerful! Heatmaps, session recordings, click data, etc. All the fun stuff. This is a fundamental tool for understanding and guiding User Experience.

Should You Hire an SEO Consultant or Agency?

That depends:

DIY if you’re learning and growing slowly
DWY (Done With You) if you want some help and feedback
DFY (Done For You) if you want to outsource everything

At Joyful SEO, we offer all 3. No pushy vibes. Just honest help.

Wrapping It All Up

SEO is a sustainable and powerful way to grow your business online. It helps the right people find you at the right time.

If you’re ready to feel more confident in your website and search presence, let’s talk.

Check out our SEO Coaching or Monthly Packages at Joyful SEO. Whether you’re DIY-ing or ready for expert help, we’re here to support you.

Got a burning SEO question? Email me at martina@joyfulseo.com.

SEO you soon!

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Why My Website Is Not Showing in Google Search? 5 Tips on How to Get Your Website Noticed

Martina Grossi — Sat, 14 Jun 2025 02:20:00 +0000

Why My Website Is Not Showing in Google Search? 5 Tips to Get Your Website Indexed (2025 Edition)

Feeling like your website is wearing an invisibility cloak? You’re not alone. A lot of business owners launch their websites, expecting them to be found right away – only to discover they’re nowhere on Google. I know how frustrating this can be. We put so much energy, time, and care into launching our websites, only to feel like we’re shouting into the void.

The good news? There are clear steps you can take to troubleshoot and fix it. In this article, I’ll walk you through five common reasons your website might not be showing up in Google – and what to do about each one.

These aren’t the only reasons, but they’re the ones I see most often with my clients – and they’re usually fixable.

1. You Haven’t Submitted Your Website in Google Search Console

First things first: does Google even know your website exists?

You’d be surprised how many websites never get formally submitted. Yes, technically Google can find you through links, but letting them know directly is a much faster and more reliable route.

Head over to Google Search Console and sign up. Once verified, you can:

Submit your sitemap (under the “Index” tab)
Check individual pages using the URL Inspection tool
Request indexing if your page isn’t already in Google

This is one of the first things I do when onboarding new SEO clients – it’s foundational and free.

2. Your Website Is Very New (and Doesn’t Yet Have Authority)

If your site is brand new, it can take time to show up – especially if no one is linking to it yet. Google discovers new pages largely through links, so a fresh site with little traffic or visibility may take weeks or even months to appear.

When I launched my first blog, I remember checking every day to see if I was “on Google.” Spoiler: I wasn’t. And yes, it drove me a little nuts.

What helps:

Submit your site to Search Console
Publish content regularly (even if it’s short)
Share your content in newsletters, socials, or communities
Start building backlinks (see Tip 3)

From experience, a great move is to work on some light PR and collaborations in the early stages. Getting a few links pointing back to your site from other reputable sites makes a difference.

3. Your Website Isn’t SEO-Optimized

Visibility in Google doesn’t happen by accident. Even if your website looks beautiful, it won’t rank if it’s missing the basics of SEO.

Some questions to ask:

Are you using keywords your audience actually searches for?
Are your headings clear and structured (H1, H2, etc.)?
Do your titles and meta descriptions include relevant terms?
Is it easy for visitors – and Google – to navigate?

And let’s not forget about backlinks. These help Google determine if your content is worth showing in search results. One of the first sites I ever grew traction for got its break from a single guest post link that brought in consistent traffic for over a year.

I also recommend checking your Domain Authority (a score created by Moz to estimate how likely your site is to rank). It’s not from Google, but it’s a good benchmark.
Try the Moz Domain Authority Checker.

4. Your Website May Have a Google Penalty

This one causes a lot of fear in the SEO world. We imagine we’ll get “penalized” for one wrong move. In truth, manual penalties are rare – but they do happen. Algorithmic hits are more common.

A few years ago, my old travel blog took a massive hit during an algorithm update. I hadn’t done anything “wrong,” but traffic dropped by more than 50%. I didn’t post new content for over a year, and to my surprise, it slowly started recovering anyway. That’s how unpredictable this can be.

Here’s what to know:

Manual penalties show up in Google Search Console’s Manual Actions section
Algorithmic drops are harder to diagnose. They usually happen after a Google core update

If you suspect a penalty, the best move is to review your site quality, improve E-E-A-T (Experience, Expertise, Authority, Trust), and keep publishing helpful content.

5. Your Keywords Don’t Match Search Intent

I say this with love: sometimes, your keywords don’t make sense. Not to you, but to Google. One mistake I see often is using language that doesn’t align with what your audience is actually typing into search.

For example, I once worked with a wellness brand that kept using phrases like “transformational journeys” when what their audience was searching for was “retreats for stress relief.”

There’s no shame in this – it’s super common! Especially when you’re too close to your own brand or products.

Try this:

Use a keyword tool like Keysearch, Semrush, or Google Keyword Planner
Check what your competitors are ranking for
Align your content with what your audience is searching, not just what you want to say

Your content still needs to sound like you – but it also needs to signal to Google what the page is about.

Final Thoughts: Let’s Get You Found

If you’ve been wondering “Why is my website not showing on Google?” – I hope this gave you some clarity and steps to move forward.

I’ve worked with clients who thought they had done everything “right” and still weren’t being found. Sometimes it just takes a few tweaks, some strategy, and a little time to turn it around.

If you’d like expert eyes on your site, I offer SEO Coaching sessions and monthly packages where we dive into this exact stuff.

At Joyful SEO, I believe SEO should feel empowering – not overwhelming. If you’re curious about what’s next, book a discovery call or send me a question.

We’ll get your site out of invisibility mode and in front of the right people.

The post Why My Website Is Not Showing in Google Search? 5 Tips on How to Get Your Website Noticed appeared first on Joyful SEO.

What Are Buyers’ Keywords & How to Leverage Them? Show Me the Money!

Martina Grossi — Wed, 14 May 2025 04:19:00 +0000

What Are Buyers' Keywords & How to Leverage Them? Show Me the Money!

Loooong story short: buyers’ keywords are search terms people use when they’re ready to buy. You’ll want these keywords on pages designed to convert visitors into customers – like product pages, landing pages, or even some blog content.

Why Buyers’ Keywords Matter

If you’re running an eCommerce brand or selling services online, using keywords with strong intent helps you reach the right audience at the right time. Buyers’ keywords often drive the most valuable kind of traffic – people who are already looking to spend.

And here’s something important to note in 2025: search engines, including AI-driven ones like ChatGPT, are getting better at understanding intent thanks to large language models. That means aligning your content with buyer-specific keywords isn’t just good for SEO – it also helps your pages show up in conversational AI answers, snippets, and voice search.

Keyword Intent 101

Not all keywords are the same. Each one reflects a certain type of user intent – the “why” behind a search.

There are four main types:

Informational – looking to learn something (“how to choose a beginner camera”)
Navigational – looking for a brand or website (“Sony Australia”)
Commercial – researching products (“best mirrorless cameras 2025”)
Transactional – ready to buy (“buy Sony Alpha 7 IV”)

Buyers’ keywords are part of the transactional category – they show clear purchasing intent.

What Are Buyers’ Keywords?

Buyers’ keywords are phrases that signal someone is actively shopping or making a purchase decision. They often include:

buy
order online
near me
free shipping
promo code
same-day or next-day delivery
best [product]
gift ideas
top-rated
[product] for sale

Sometimes, they include urgency (e.g. “last-minute Mother’s Day gifts”) or location (“organic coffee beans Brisbane”).

The Buyer’s Journey

In a typical buyer’s journey, people go from problem-aware to purchase-ready. Buyers’ keywords show up when they’re in that final decision or purchase stage.

Still, your content strategy should include keywords for earlier stages too. If you only target purchase-ready users, you miss the chance to build trust earlier.

Real Example: Two Blog Posts, Two Intents

Let’s say you run a home fragrance business:

“How to choose a non-toxic candle” – informational intent
“Top 10 soy candles with free shipping” – buying intent

One article attracts curious browsers, the other reaches customers ready to order. If you connect the two on your website, you’re helping guide users through their decision-making process.

Where to Find Buyers’ Keywords

Try these tools:

Keysearch – affordable and beginner-friendly
Semrush – powerful, with competitor research
Google Keyword Planner – free and useful for volume estimates

Look for:

keywords with urgency or action (buy, order, discount)
location-based searches
branded search terms

If people are searching for you – or your competitor – plus words like “buy,” “shop,” or “deal,” that’s a signal.

How to Use Buyers’ Keywords

You don’t need to overthink it – just include them naturally in key places:

Page titles and meta descriptions
Product and collection headers
Blog post titles
URL slugs (e.g. /buy-vegan-skincare)
Buttons and calls to action

Make sure the page they land on delivers what the keyword promised.

Organic SEO vs Paid Ads

This is not a competition! Both complement each other. A business can get started with one or the other, depending on budget, goals, how new they are. For example, a recently launched small local business may want to start with paid ads to start bringing in $$. A more estabished company with consistent revenue may focus on SEO. Or vicerversa! It depends on factors such as niche, area, competition, and market share.

If you combine both – especially for high-converting pages – you can test what works while building organic strength in the background.

Wrapping Up!

Buyers’ keywords help you meet people who already want what you sell.

And thanks to AI tools and large language models reshaping how we search, clear keyword intent matters more than ever.

Tools like ChatGPT are scanning the web for the clearest, most helpful content to include in responses – so clarity and specificity give you a competitive edge.

But don’t skip the early-stage content. Build trust first, sell second. When someone searches for “how to choose a [product]” and finds your helpful guide, they’ll be more likely to click when they’re ready to buy.

About Joyful SEO

We’re here to help you get found – and turn that visibility into real results.

At Joyful SEO, we help niche businesses and digital marketers grow with smart and advanced, strategies. Explore our SEO Packages, book a coaching session, or get in touch with your top SEO question.

The post What Are Buyers’ Keywords & How to Leverage Them? Show Me the Money! appeared first on Joyful SEO.

How Many Keywords for SEO Should I Use?

Martina Grossi — Fri, 30 Sep 2022 01:49:57 +0000

How Many Keywords for SEO Should I Use?

These SEO articles are designed to be short and concise. Their focus is to answer your Qs right away. So, if you are here to find out how many keywords for SEO should be added to your content to charm Google and your audience, then let’s dive right in.

Keywords are important for Search Engine Optimization. They explain the content of your webpage, improve visibility, and help bring in visitors.

How many keywords do you need for SEO?

The answer is simple. You only need to select one primary keyword and one or two secondary ones to complement and support it.

If the content is lengthy, you can add one more secondary keyword. I wouldn’t recommend going any further. Additionally, you can also use LSI keywords – more on that later.

Now, let me elaborate a bit more.

What are primary keywords and secondary keywords in SEO?

It’s all about FOCUS and CLARITY.

A primary keyword is a short phrase that quickly and clearly describes the content on a page.

Most of the time, one page will cover a single topic or address one main question. This phrase – known in SEO as “long tail keyword” – will help your webpage appear in the search results as the answer to a relevant query.

Moreover, once you pick and use a primary keyword for a page, you should avoid using the exact same word combination anywhere else on your site. This is one of the reasons why we stick to just one primary keyword.

Then, select a couple of SEO keywords that are variations of the primary keyword or that provide a bit more context, like, for example, a question. Secondary keywords help you map out subtopics too.

How to find the ideal primary keyword?

When researching keywords, select one that best explains the content on the page while paying attention to the search volume and competition.

In an ideal world, you’d find keywords with high search volume and low competition. But! In reality, there’s much more to it. And chances are that, if you are just getting started with SEO, you are not too sure how to research for competition and search volume. So, for now, let’s keep focused on the main premise:

Select one keyword phrase as your primary and roll with it. As long as grammar allows, add it to your main title, your text (every 100 words), title tags, meta description, and images. Remember! DON’T OVERDO IT. Your content needs to be clear, focused, and easy to read.

Although you’ll optimize your webpage for one main keyword, it will likely still rank for similar variations. So, your job is to focus on a broad yet focused term, and the search engine will do the rest, considering the quality of your content. It will also help you structure content around a single subject.

What are LSI Keywords?

In addition to the number of keywords I mentioned earlier, you can use supporting SEO keywords known as LSI (Latent Semantic Indexing) keywords.

These keywords are semantically relevant to the primary and secondary keywords and help search engines understand the context of the content. Synonyms and phrases that provide background for your page’s topic come under this.

For example, if the primary keyword is cheap flight tickets, a few LSI keywords could be “airline, fares, plane, ticket.”

How will you use your keywords in SEO?

As much as you focus on how many SEO keywords should I use, you must also pay attention to the keyword density.

Search engines scoff at keyword stuffing, and you don’t want to fall into that category. Use the primary keyword sufficiently and the secondary keywords sparingly. Include them and the LSI keywords in a way your content flows naturally.

Are you wondering how on earth do I can find LSI keywords? A quick tip is to go to your google search bar, start typing your content’s topic and see what comes up in the autocomplete and the people also ask box.

Resources to find SEO keywords

There are heaps of tools for researching keywords! I personally use and love Keysearch. For free resources, you can check Ubbersuggest, Google keyword planner, and the kw research tool from Semrush – which allows for a couple of free searches a day.

Let’s wrap up with an example

Before I leave you, I want to share the keywords I picked for this article:

“How many keywords for SEO” is the primary. And “How many SEO keywords should I use” is the secondary.

Some of the LSIs you can find on this blog are:

“search engines“, “seo keyword“, “search volume“, “focus.”

Feeling a bit overwhelmed around what SEO is and how you can apply it to your website? Then reach out and book an SEO Coaching session with me. If you are ready to commit, are looking to redirect some ads’ money, or want to leap into this powerful customer acquisition tool, check our SEO packages.

Joyful SEO is an SEO marketing agency working with small and mid-sized businesses in New Zealand, Australia, and the United States. Talk soon!

Martina Grossi

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