In 2018, search engine optimization went through a period of major transition. Google rolled out mobile-first indexing, made page speed a ranking factor for mobile searches, pushed HTTPS harder than ever, and continued refining its understanding of user intent. For small business owners, bloggers, and entrepreneurs, it was also the year many realized they could handle a meaningful amount of SEO on their own without a large budget. Learning how to do SEO yourself in 2018 meant mastering a set of fundamentals that, remarkably, still form the backbone of effective optimization today. This guide walks through that DIY framework, explains why each step mattered, and highlights how those lessons continue to apply.
When to Bring in AAMAX.CO for Expert SEO Support
DIY SEO is a great starting point, but there comes a time when growing businesses need deeper expertise. AAMAX.CO is a full-service digital marketing company offering web development, digital marketing, and SEO services worldwide. They help business owners who have outgrown do-it-yourself tactics by conducting thorough technical audits, building scalable content strategies, and earning quality backlinks. Their professional SEO services take the foundational work you have already done and turn it into a structured, data-driven growth engine, freeing you to focus on running your business.
Start With Keyword Research
Every DIY SEO effort in 2018 began with keyword research. The goal was to discover the exact words and phrases potential customers typed into Google. Free tools such as Google Keyword Planner, Google Trends, and Answer the Public, along with freemium options like Ubersuggest, made this accessible to anyone.
The smartest approach was focusing on long-tail keywords. Instead of targeting a broad, highly competitive term like "shoes," a small store might target "vegan running shoes for flat feet." These longer phrases had lower search volume but much higher intent and far less competition, giving new websites a realistic chance to rank.
Understand Search Intent
By 2018, Google had become very good at interpreting why someone was searching. A query could be informational, navigational, commercial, or transactional. DIY optimizers learned to look at the current top-ranking results for a keyword to understand what type of content Google preferred. If the first page was full of how-to guides, a product page would struggle to rank. Matching content format to intent became one of the most important skills for anyone doing SEO themselves.
Optimize Your On-Page Elements
On-page SEO was, and still is, the area where DIY efforts deliver the fastest results. Key elements included:
- Title tags: Place the primary keyword near the beginning and keep titles around 50 to 60 characters.
- Meta descriptions: Write compelling summaries of roughly 155 characters that encourage clicks.
- Header tags: Use one clear H1 and organize sections with H2 and H3 headings.
- URLs: Keep them short, readable, and keyword-relevant.
- Image alt text: Describe images accurately for accessibility and image search.
- Internal links: Connect related pages to distribute authority and help users navigate.
WordPress users could simplify much of this with plugins like Yoast SEO or All in One SEO Pack, which provided real-time guidance while writing.
Prepare for Mobile-First Indexing
In March 2018, Google officially began rolling out mobile-first indexing, meaning it primarily used the mobile version of a site for ranking. DIY site owners had to ensure their websites were responsive, displayed the same content on mobile as on desktop, and offered a smooth touch-friendly experience. Google's Mobile-Friendly Test became an essential free tool for checking compliance.
Improve Page Speed
The July 2018 "Speed Update" made page speed a ranking factor for mobile searches. Fortunately, many speed improvements were achievable without a developer. Compressing images, enabling browser caching, using a caching plugin, minimizing heavy scripts, and choosing quality hosting all made a noticeable difference. Google PageSpeed Insights offered specific recommendations that site owners could work through one by one.
Switch to HTTPS
With the release of Chrome 68 in July 2018, Google began labeling all HTTP sites as "Not Secure." This made SSL certificates a must-have for credibility and rankings. Many hosting providers began offering free certificates through Let's Encrypt, making the switch simple. DIY optimizers needed to remember to set up proper 301 redirects from HTTP to HTTPS and update internal links to avoid mixed content warnings.
Create High-Quality Content Consistently
Content remained king in 2018, but the definition of quality had matured. Google's emphasis on E-A-T (expertise, authoritativeness, and trustworthiness), highlighted after the August 2018 core update, meant content needed to demonstrate genuine knowledge. DIY site owners were encouraged to write comprehensive articles that fully answered questions, include author bios, cite credible sources, and update older posts regularly.
A consistent publishing schedule, even just one strong article per week, helped build topical authority over time.
Set Up Local SEO
For brick-and-mortar businesses, claiming and optimizing a Google My Business listing (now called Google Business Profile) was one of the highest-impact DIY tasks. Filling out every field, choosing accurate categories, adding photos, and encouraging customer reviews could quickly improve visibility in the local map pack. Consistent business name, address, and phone details across online directories further strengthened local rankings.
Build Links the Right Way
Link building was often the most intimidating part of DIY SEO. In 2018, effective and safe tactics included guest posting on relevant industry blogs, getting listed in reputable local and niche directories, building relationships with bloggers, creating shareable resources such as guides and infographics, and reclaiming unlinked brand mentions. Buying links or using private blog networks carried serious penalty risks and was best avoided entirely.
Track Progress With Free Tools
Measuring results was essential. Google Search Console showed which queries brought impressions and clicks, flagged indexing errors, and allowed sitemap submission. Google Analytics revealed traffic sources, user behavior, and conversions. Reviewing these tools monthly helped DIY optimizers understand what was working and where to focus next.
Lessons From 2018 That Still Apply
Looking back, the core principles of DIY SEO in 2018 remain remarkably relevant. Mobile usability, speed, security, helpful content, smart keyword targeting, and ethical link building are still central to ranking well. What has changed is the sophistication of search engines and the rise of AI-driven results, which reward even greater clarity and authority.
Conclusion
Doing SEO yourself in 2018 was entirely possible with the right knowledge and a commitment to consistent effort. By focusing on keyword research, intent, on-page optimization, mobile readiness, speed, security, quality content, local listings, and ethical link building, business owners could achieve real visibility without a massive budget. Those same fundamentals provide a solid launchpad today, and when the time comes to scale further, professional support can help turn that foundation into sustained growth.
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