What is SEO and How Does it Work?

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Curious what is SEO and how they function? Here’s a small guide to the world of search engine ranking!

Many of our clients ask us, what is SEO and how does it work? SEO can be intimidating to small businesses or businesses that are just starting to build a website or re-designing a website, alas it’s not.

Even if you’re missing an in-house SEO associate, you can still make an optimistic amendment to better your search engine optimization. You can improve your business’s search engine ranking in no time with little knowledge of SEO.

Below, we’ll answer your question as well as cover the fundamentals of SEO so you can get a better understanding of the impact it has on your business and how good it should be.

Let’s dig deeper and find out what’s SEO!

What is SEO and How It Works

SEO or its unabbreviated form search engine optimization is the process of utilizing organic, or unpaid, traffic from the search engine results page to optimize your website. In other words, it’s making the search engine to be attracted to your website content and design by tweaking them.

SEO can get a bit complex if you’re factoring in all the different factors impacting your search engine ranking through the very essence of SEO is not that unfathomable. The main objective of search engines is to provide their users with the best service. This, in turn, means return high-quality search results as well as relevant results to the user.

In order to do this, search engines will scan, or crawl, different websites to better understand what the site is about. This helps them return relevant and positive results for users looking for a certain topic or keyword. Similarly, the search engines will scan the site to determine how easy it is to navigate and read, rewarding user-friendly sites with higher rankings on the search engine results page.

Businesses go through SEO to make sure their site ranks high in the search engines for relevant keywords and phrases. For example, let’s say that you have an article about how to build a PC. In order to get your content to show up for the right personnel, you want to try to optimize your blog post so that it will display as the top result for anyone who searches for the phrase “build a PC.”

There are multiple positive benefits of SEO for your business. By upgrading your SEO, you can work to expand your visibility on the search engines. This helps you reach and engage more potential clients. By creating more engaging and effective SEO-focused content, you can improve your chances of getting in more targeted organic traffic.

Factors That Impact SEO

Now that you’re familiar with what is SEO and how it works, let’s see what influences your search engine optimization ranking. Google will never reveal the exact algorithm they use to rank sites. But we do have a pretty good understanding of some of the factors that impact search engine results page (SERP) rankings. These factors include both on-page and off-page factors

Content Marketing

Before we dive into some of the factors of on and off-page SEO, let’s talk about content. Content is effective in both attracting the search engines and helping your organization make connections with site visitors.

The more quality, relevant content pieces that you have on your site, the more likely search engines will be to rank your pages higher on the search engine results page. Similarly, the more engaging and effective content you have on your site, the more likely your visitors will be to spend some quality time on your website and maybe even make a purchase.

The secret to creating content that is optimized for both the search engines and your human site visitors is to create a variety of different types of content pieces that are well-written and on topics that are most relevant to your audience. Here are just a few types of content that you can focus on to help improve your content offering and, thus, your search engine rankings:

  • Blog posts and articles
  • Social media content
  • E-books and whitepapers
  • How-To Guides and Tutorials
  • Videos and audio recordings
  • Infographics or other visual content

Another important thing to consider when creating content for your site is SEO keywords and phrases. These are relevant words and phrases that a search engine user might type in when looking for answers to their questions or relevant products and services. When you create content around these keywords and phrases, you improve your chances of ranking higher for these keywords on the search engine results page.

Yet another factor that can impact your content, and thus your search engine ranking, is how fresh your content is. Freshness basically refers to how often your organization posts new content to your site. However, creating brand new content is not the only way to keep your content fresh. You can also freshen up your content by updating posts, rewriting them to make them more effective, or adding new information and statistics over time.

Though creating content takes time and resources, it will more than pay off in the end. Search engines love great content and consumers need quality content to better understand the value your organization can provide. Start off by creating a few blog posts and work to build a following on social media. Once you have a group of loyal fans and followers, your organization can work to create different types of media to attract and engage new leads.

On-Page SEO

The on-page SEO factors are those elements that happen on your website. These are the things that you have complete control over, meaning that you can work to improve these factors over time by following best practices for SEO. This goes beyond just your content marketing to the deeper levels of your site’s HTML.

Here are just a few of the on-page SEO factors that can help you improve your search ranking:

Title Tag – The title tag on each page tells the search engines what your page is about. This should be 70 characters or less, including both the keyword your content focuses on and your business name.

Meta Description – The meta description on your website tells search engines a little bit more about what each page is about. This is also used by your human visitors to better understand what the page is about and if it’s relevant. This should include your keyword and also provide enough details to tell the reader what the content is about.

Sub-headings – Not only do sub-headings make your content easier for visitors to read, but it can also help improve your SEO. You can use H1, H2, and H3 tags to help search engines better understand what your content is about.

Internal Links – Building internal links, or hyperlinks to other content on your site, can help search engines learn more about your site. For example, if you are writing a post about the value of a specific product or service, you can link to the product or service page in your blog post.

Image Name and ALT Tags – If you are using images on your website or within your blog content, you will also want to include your keyword or phrase in the image name and alt tag. This will help search engines better index your images, which may appear when users perform an image search for a certain keyword or phrase.

When strategically placing your SEO keywords and phrases on your pages, it’s important to avoid over-optimization. Google and other search engines will penalize your page if it attempts to use keywords too many times throughout the content.

In addition, you want to make sure that each piece of content focuses on just one or two keywords. This helps ensure that your content is specific and relevant. Trying to tackle too many keywords at once may negatively impact your search engine optimization as it often makes for un-focused and thin content.

While site content plays a vital role in your search engine rankings, it’s also important to consider your site architecture. You want to use a website design that makes it easy for search engines to scan or crawl your pages and content. Building internal links between your pages and creating a site map can both help improve your site’s crawlability and give your search engines a better understanding of your content.

Yet another concern when it comes to your site’s architecture is whether or not your website is mobile-friendly. Many consumers are searching for information and brands on their mobile devices. You need to make sure that these users are able to view, read, and navigate your website from their mobile device. Not only does this impact the user experience, but it can also affect your SEO.

Off-Page SEO

In addition to the on-page SEO elements that your organization has control over, there are also off-page SEO factors that can impact your ranking. Though you do not have direct control over these off-page factors, there are ways that you can improve your chances of having these factors work out in your favor.

Here are a few of the different off-page SEO factors that can impact your search engine rankings:

Trust – Trust is becoming an increasingly important factor in a site’s Google ranking. This is how Google determines whether you have a legitimate site that visitors can trust. One of the best ways to improve trust is by building quality backlinks from sites that have authority.

Links – One of the most popular ways to build off-page SEO is through backlinks. You want to be careful here as spamming sites with your links is a quick and easy way to get your site banned from the search engines. Instead, take the time to build relationships with influencers and fans who create quality content and will link back to your site in their own content.

Though you do not have direct control over what happens outside of your organization, you can increase your chances of improving off-page SEO simply by creating quality content that others will find valuable. The more relevant and interesting your content is, the more likely others will be to link to your content and share it on social media. The more people trust your content, the more the search engines will as well.

Black Hat Vs. White Hat SEO

When it comes to SEO, there are two different approaches that organizations take to optimizing their sites for the search engines – black hat vs. white hat SEO.

Some organizations are only interested in SEO so that they can rank their content quickly and make some money in the short-term. Black hat SEO involves tactics that focus on optimizing content only for the search engines. This means that organizations are not considering the human visitors that will read and navigate their site content. These organizations will bend or break the rules in order to improve their site rankings to make a quick buck.

In the end, this approach to SEO produces pages that are often difficult for people to read and look a whole lot like spam. Though the sites may rank more quickly than those that are optimized properly, these sites are often penalized or banned by search engines rather quickly. Overall, this get-rich-quick approach to SEO ruins the organization’s chance of building a site that is sustainable and able to bring in new leads for years to come.

On the other hand, white hat SEO is an effective approach to optimizing your website for search engines and building a sustainable business online. This approach to search engine optimization involves focusing on the human audience that will be clicking on and reading the site’s content. The goal of this type of SEO is to produce the best content possible on a site that’s easy to read and navigate while also following the search engine’s rules for optimization.

It’s important to note that though black hat SEO tactics might help you rank quickly, it is inevitable that the search engines will eventually figure out what you are doing and penalize your site. Depending on the severity of the offense, your site may not be able to come back from the penalties. The only way to build a sustainable online business that will bring in more organic traffic over time is to follow SEO best practices and create effective content that your visitors will find valuable.

Final Takeaways

After learning more about what is SEO and how it works, you can now work to make changes to your site in order to improve your SEO and boost your rankings on the search engine results page. Remember, there are a lot of factors that impact your SEO ranking, but the most important thing to consider is whether your content is valuable and relevant to your intended audience.

Keep in mind that search engine optimization takes time to work its magic. You won’t experience the benefits of SEO overnight. In fact, it may take months to enjoy the results of your hard work. However, following SEO best practices by creating quality content that’s focused on helping your human visitors is the best way to build a sustainable online business that will continue to bring in new organic site traffic for years to come.