SEO fundamentals

Search is no longer one search engine but many surfaces: Google, ChatGPT, Copilot, Perplexity, AI Overviews. That makes the foundations of SEO more important rather than less, because the same principles decide whether you get found, wherever your customers happen to be looking. This pillar collects the fundamentals: how search works, how to build a strategy, and how to tell whether it is working.

What you will find in this pillar

• Beginner's guide to SEO: what SEO is, how it works, and where to start.
• Search engines: how a search engine crawls, indexes and ranks, the mechanics behind all of it.
• SEO strategy: from keywords to business goals, and how to build a strategy that holds.
• E-E-A-T: experience, expertise, authoritativeness and trust, the quality framework behind Google's assessments.
• International SEO: visibility across countries and languages, including hreflang and choosing markets.
• Local SEO: how to win the searches in your own area, from Google Business Profile to AI recommendations.
• SEO KPIs: the measurement hierarchy from visibility to revenue, so SEO can be steered like any other channel.
• Alternative search engines: Bing, DuckDuckGo, Qwant and the rest, and why they matter more than their market share suggests.
• Search engine guidelines: spam policies, penalties, and how to work ambitiously inside the rules.
• AI in SEO: why classic search and AI search are the same dynamic, and where AI creates real value in the work.
• Bing SEO: how to work with visibility on Bing when Google is not the only surface that matters.

Where should you start?

If SEO is new to you, begin with the beginner's guide and the search engines page. That is the foundation everything else is built on. If you already run the channel, the fastest gains usually sit in the strategy and KPI pages. And if you want to know exactly where your own site stands, across classic search and AI search, that starts with a free SEO analysis.