What is SEO and How it Works?

What is SEO and how it works

SEO (search engine optimization) is the practice of optimizing your website so that it appears higher in search results. Doing this can increase website traffic, leads and sales for your business.

Search engines such as Google and Bing use bots to crawl the internet, visiting various sites to analyze pages and add them to an index. Furthermore, these engines employ algorithms in order to decide which pages should appear in search results for a given query.


SEO (Search Engine Optimization) is a technique for increasing your site’s search engine visibility by targeting keywords people type into search engines when seeking information. The more pertinent your on-page keywords are to these queries, the higher you’ll rank on Google – giving yourself more of a chance of driving traffic to your website.

Keywords are the words users type into a search engine when seeking something specific, such as “how to bake quick and easy homemade mac and cheese.” When someone types this phrase into Google, it uses several complex algorithms to return the most pertinent results that match that query.

It’s essential to recognize that SEO isn’t simply about getting your site in front of as many people as possible; it’s also about reaching the right types of people. This means crafting content with an aim toward drawing in people who are already interested in what you do, have a need for what you offer, and can benefit from what you offer.

One way to accomplish this is through keyword research. This will reveal what terms your target audience is actually using when conducting searches on Google. This can help determine what topics they’re interested in and the kind of content they want to read on your site.

When selecting keywords for your campaign, take into account how they pertain to the buyer’s journey. For instance, if someone searches “Mailchimp guides,” that person is already prequalified to utilize Mailchimp’s comprehensive marketing platform and is in the early stages of their conversion journey.

It is crucial to select keywords that resonate with your target audience throughout the entire buying process. That way, when they’re ready to make a purchase, they’ll be searching for content most pertinent to their needs.

Once you’ve selected your primary keywords, it’s time to start implementing them. Begin by selecting a few key phrases for optimization on each page of your website based on relevance, search volume and organic click share. Furthermore, look for semantically related and long-tail modifying terms which will further support your primary keywords while helping them achieve optimal organic results.


Content that you publish on your website plays an integral role in optimizing for search engine results pages (SERPs). Quality of your material directly affects how well it ranks on SERPs (search engine result pages).

Content that is high-quality, valuable, relevant and useful on your website can make or break your SEO efforts. The right material will drive traffic to your site and convert leads into customers.

Content creation can take many forms. These range from web pages, blog posts and articles, ebooks/lead magnets, books/whitepapers, visual content as well as podcasts.

When creating any type of content, it’s essential to keep your audience in mind. Avoid content that’s overly technical or packed with jargon; instead, strive for writing in an approachable and enjoyable style. Doing this will allow readers to learn more about your business and brand while having a fun experience.

Furthermore, ensure your content is keyword optimized. Do this by using titles and meta descriptions that align with your keyword targets. It may also be beneficial to include links to other websites which offer relevant and up-to-date information.

Although this can be a laborious task, the results can be worth it in the end. Not only will this improve your ranking on SERPs, but it will also draw in more clicks from people searching for information related to your industry.

Another essential consideration is publishing fresh, engaging content regularly. Doing so will make your site more captivating to visitors and increase the likelihood they’ll stay for longer periods of time.

Before beginning to craft any type of content – whether that be a blog post, article or visual piece of artwork – it’s essential to have an organized strategy in place. Doing this will guarantee your work is organized effectively and communicates clearly with search engines.

Furthermore, making sure your content is well written and consistent with your brand’s values and voice is paramount for success. Not only will this boost rankings in SERPs, but it also enhances user experience. Most importantly, it builds trust and credibility amongst your target audience.


Backlinks have been an integral component of search engine optimization (SEO) ever since Google’s original algorithm in 2006. They remain influential today and determine how high your website will appear on SERPs.

The number and quality of backlinks to your website can be a powerful indicator of its relevance, authority, and trustworthiness to search engines. They also serve other purposes like increasing brand awareness and building credibility.

Create content that is beneficial and useful to readers, and other sites will often link back to it. This boosts your domain authority, helping you rank higher in the search results.

Backlinks can come from many sources, such as other websites, blogs, directories and press releases. Nonetheless, it is essential that your links come from legitimate and established sites.

Links from spammy or low-quality sites won’t add much SEO value and could even hurt your ranking. Therefore, it is essential to build up your backlinks organically over time rather than relying on quick fixes like buying hundreds of links from subpar directories or other online backlink schemes.

Remember, Google considers any backlink placed solely to influence search engine rankings as toxic and will penalize those websites accordingly. Utilizing an SEO site audit tool like SEMRush or ahrefs can help identify any toxic backlinks you may have and eliminate them from your backlink profile.

A great way to acquire quality backlinks for your website is by creating a content marketing plan. From there, you can reach out to other relevant websites and request that they link back to your page. Not only will this increase the SEO of your page, but it will also help establish you as an authority in the field and boost its visibility in search results.

The most beneficial backlinks are those with a do-follow designation and high domain authority. If you lack the time or expertise to build an effective SEO campaign, hiring an agency with expertise in helping businesses optimize their websites is your best bet.


SEO analytics refer to the collection, evaluation and reporting of data to gain insight into your site’s organic performance. It’s an integral component of effective SEO practice as it allows you to identify which areas need improvement as well as how best to address them.

There are various analytics you can use to enhance your SEO. Some of the most helpful include keywords, traffic cost, organic clickthrough rate (CTR), and page engagement.

Search engine optimisation is an ongoing marketing initiative that takes time to show results. Therefore, it’s essential to be aware of how your website is performing and how it may shift over time. Doing this will enable you to plan your strategy effectively and ensure you do not miss any opportunities along the way.

One of the best ways to monitor your SEO performance is through Google Analytics. This provides all of the essential data necessary for monitoring campaigns and determining whether they are successful or not.

Another effective way to measure your SEO progress is by comparing organic and paid traffic. Doing this will give you insight into how well each campaign performs and whether they generate leads effectively.

It’s essential to monitor your conversion rate – this is an indicator of the success of your campaigns and shows how many people are completing goals set forth. Doing this will enable you to measure their effectiveness and determine how much should be invested into them.

Finally, it’s essential to review your referrals – this will let you know which links are bringing in the most traffic and inform you of which content needs optimizing. Furthermore, it can give insight into which keywords people are searching for when finding your content on Google.

It’s wise to review your SEO analytics at least once a week. Doing so can help you spot trends that require further attention and give you the chance to make changes before they become permanent. Ideally, have multiple members of your team reviewing the data so you are always up-to-date on all results.