What is SEO? A Comprehensive and Simple Guide to Understanding SEO Properly
Siamak Khlili
If until today you didn’t know what SEO is or you imagined that SEO means “making a website rank first in Google for any word,” it is completely normal. Many newcomers to the web world have the same perceptions, and this very subject leads to misunderstandings, wrong expectations, and costly decision-making.
In this article, we explain SEO in a simple, accurate, and realistic way: what SEO exactly is, what it does, what it doesn’t do, how much time it takes, why results are not guaranteed, and how to have the right expectations from SEO.
What is SEO? A Simple Definition
SEO stands for Search Engine Optimization. In simple terms: SEO is a set of actions that makes your website more visible in Google results (and other search engines) for relevant searches.
When a user searches for something in Google (for example, “corporate website design” or “best running shoes”), Google tries to display the best and most relevant pages. SEO helps Google understand your page better, evaluate it more accurately, and, if deserving, give it a better ranking.
How is SEO Different from Google Ads?
Many people mistake SEO for advertising. There are two main paths to being seen on Google:
Paid Results (Ads): You pay a fee and are displayed in the advertising section as long as you have a budget.
Organic Results: A position achieved through SEO, content, and authority, which “does not suddenly stop” when the budget ends.
SEO is usually more time-consuming than advertising, but if done professionally, it can be more sustainable and cost-effective in the long run.
What Exactly Does SEO Do? (And What It Doesn’t Do)
What SEO Does
Helps your site have a better chance of being seen for relevant searches.
Makes website pages more understandable for both Google and the user.
Improves site speed, user experience, and technical structure.
Assists in targeted content production to attract real users.
Increases the site’s authority and trust in the web space (such as link building and brand mentions).
What SEO Doesn’t Do
SEO does not guarantee that you will rank for “any word.”
SEO is not instant and usually does not provide definitive results within a few days.
SEO is not magic; if your product/service has no advantage or the site provides a bad experience, SEO alone will not perform a miracle.
SEO does not have “complete control” over Google; the final ranking decision lies with Google’s algorithms.
Why Do Some Think SEO Means “Ranking First for Any Word”?
Because on the surface, Google is a simple box where anything can be typed; but in reality, every search phrase is a separate competition. You might get faster results in a small city for “AC repair in [specific neighborhood],” but for a phrase like “buy mobile phone,” you are competing with major brands and stores.
Furthermore, many words do not align with your business intent at all. The goal of SEO is not to show you for “every search”; the goal of SEO is to be seen for the right and relevant searches and to attract actual customers.
How Does Google Decide Which Site to Rank Higher?
Google does not publish the exact ranking formula, but the general principles are clear: Google wants to display the best answer for the user. This means a page that:
Is more relevant to the user’s search.
Has more useful and comprehensive content.
Provides a better user experience (speed, mobile-friendliness, structure).
Is more trustworthy (brand authority, links, user satisfaction).
Google’s mission is to “organize the world’s information and make it universally accessible and useful.”
— Google (Derived from Google’s Mission Statement)
To become familiar with official Google tools, you can use the following resources:
Google Search Console (The primary tool for checking site status on Google)
PageSpeed Insights (Analysis of page speed and user experience)
Google Search Central (Official SEO documentation from Google’s perspective)
How Many Parts Does SEO Have? (Types of SEO)
SEO isn’t just about “writing a few keywords.” Usually, SEO is divided into several main parts:
1) On-Page SEO
Everything done inside the website pages to improve content and page structure. Such as: Titles (Headings), text, images, internal linking, URL structure, Meta tags, etc.
2) Technical SEO
The technical part helps Google crawl and index the site more easily and ensures users have a better experience. Such as: Site speed, mobile version, SSL, Sitemap, Schema, fixing Search Console errors, etc.
3) Off-Page SEO
Actions that happen outside the site and contribute to your authority. Such as: Getting links from reputable sites, brand mentions, digital PR, content distribution in media, etc.
4) Local SEO
If your business is local (e.g., a clinic, restaurant, urban services), Local SEO becomes very important. Such as: Google Business Profile, user reviews, location, and local keywords.
How Long Does SEO Take?
The short answer: SEO is usually time-consuming. The exact time depends on many factors, but typically:
To see the first signs of growth (better indexing, initial entries): about 4 to 8 weeks.
For significant growth in many projects: about 3 to 6 months.
For tough competitions and major keywords: it may take 6 to 12 months (or more).
Important note: SEO is like planting a seed. You start the work today, but harvesting results takes time. If someone promises “instant and guaranteed results,” you should look at it with caution.
Is SEO Guaranteed?
SEO does not mean “guaranteed rank #1,” because:
Google algorithms are constantly updated.
Competitors are not idle and are also working on SEO.
User behavior (clicks, dwell time, satisfaction) affects results.
Some words are highly competitive and require more time/budget/authority.
However, SEO can be plannable and measurable: we can work on increasing targeted traffic, improving specific keywords, growing important pages, increasing conversion rates and entry quality, and providing accurate reports.
What Keywords is SEO Performed For? (Keyword Selection)
One of the most important parts of SEO is knowing exactly what users are searching for and what is valuable to your business. SEO usually works on three categories of phrases:
General Keywords: High search volume, very high competition (e.g., “shoes”).
Targeted Keywords: Medium search volume, clearer purchase/request intent (e.g., “buy men’s running shoes”).
Long-tail Keywords: Lower search volume, but higher conversion (e.g., “best running shoes for knee pain”).
Many businesses achieve faster and higher quality results with long-tail and targeted keywords.
Common Mistakes About SEO (Which Lead to Wrong Expectations)
Expecting to show up for all words: No site ranks for “everything”; we must choose targets purposefully.
Expecting immediate results: Even if excellent work is done, Google needs time for evaluation and stabilization.
Thinking SEO is just writing articles: Technical SEO, user experience, and external authority are also important.
Ignoring content quality: Copied, shallow, or keyword-stuffed content usually does not yield good results.
Ignoring competitors: Google’s ranking is a race; competitive conditions must be considered.
How Do We Know SEO is Moving in the Right Direction?
SEO should be reviewed with data, not intuition or guesswork. Important metrics include:
Growth in Impressions and Clicks in Search Console.
Improvement in the ranking of target keywords.
Increase in organic traffic in Google Analytics.
Increase in calls/forms/sales (Conversion Rate).
Improvement in speed and Core Web Vitals.
The main tool for checking site status on Google is: Google Search Console.
When Should SEO Start After Website Design?
The ideal case is for SEO to be considered from the time of website design, because certain decisions (such as URL structure, page architecture, speed, Schema, mobile friendliness) will make the SEO path faster and less expensive if done correctly from the start.
Of course, if your site is already built, SEO can still be started; it may just require technical and content revisions.
What Services Exactly Does SEO Include?
SEO services vary depending on the project but usually include the following:
Keyword research and competitor analysis.
Optimization of important pages (Titles, content, metas, internal links).
Improvement of speed and technical issues.
Development of content strategy and content production.
Periodic reporting and analysis.
Conversion Rate Optimization (CRO) if necessary.
To see all the services of the group, you can visit the Codinom Services page. Also, if you are specifically looking for SEO services, the SEO and Site Optimization page is related to this topic.
Frequently Asked Questions About SEO
Can we always be Rank #1 with SEO?
Rankings are not static. You may be Rank #1 for a phrase for a while, and then competitors improve or Google changes the results. The goal is sustainable growth and increasing targeted traffic/customers, not just a fixed number.
Is SEO harder if the site is newly launched?
New sites usually need time to gain authority and for their pages to stabilize. However, with the right strategy (targeted content, good technical structure, and professional link building), a good growth path can be built from the very beginning.
Is doing SEO once enough?
SEO is usually not a one-time, short-term project because competition, content, user needs, and algorithms change. Continuous maintenance and improvement usually yield the best results.
Is SEO only for large businesses?
No. Even small and local businesses can attract excellent customers through SEO (especially Local SEO and targeted keywords).
Summary: SEO Means Real and Phased Growth, Not Quick Promises
SEO means helping your site be seen better for relevant searches and getting higher quality traffic. However, SEO is neither instant, nor a guarantee for “all words,” nor a single-step task. If you enter SEO with the right perspective, it can be one of the best long-term investments for your business growth.
If you want to review SEO services more closely, see the SEO and Site Optimization page; and to become familiar with other services, visit the Services page.