Search Engine Optimization

Over the past two decades, the world has gone paperless as more and more operations are handled online. The global pandemic has caused a greater need for online applications as people search for contactless solutions.

Business owners hoping to get on board and build a good online presence will need to pay close attention to SEO. Most people have heard of this term, but what is SEO, and how can it be used to promote businesses? This article discusses everything business owners and webmasters need to know.

Everyone needs a helping hand at some point or another and creating an effective SEO strategy isn’t always easy. This is why most successful businesses employ the help of SEO experts.

Those who need help with content marketing, understanding how search engines rank websites, and developing a fool-proof SEO strategy should get in touch with [Company Name] to help search engines discover their website and include it in search engine results pages.

What Is SEO or Search Engine Optimization?

Search Engine Optimization

Many businesses are beginning to talk more and more about search engine optimization. Those who are new to this concept or have just recently begun to pursue online marketing efforts may be asking the question: “What is SEO?”

SEO stands for search engine optimization. It is the process of optimizing websites for search engines such as Google. In other words, search engine optimization (SEO) involves making efforts to improve the ranking of a website or content on Google by optimizing a website, webpage, or a piece of content for search engines such as Google, Bing, Yahoo, and Yandex.

The main distinction between paid advertising and search engine optimization is that SEO entails “organic” ranking, which implies that businesses don’t have to pay for a higher ranking but need to meet certain requirements in order to rank higher on search results.

In practice, the more people who see a website or brand online, the greater the chances of buying the brand’s product or using their services. It is essential to consider Google’s algorithm when focusing on SEO, as more than 75 percent of online searches are done through Google.

How Does SEO Work?

Search engines like Google utilize an algorithm to choose which pages appear at the top for any given search query. An algorithm is essentially a set of rules used to determine the relevance of web pages or websites. These algorithms are constantly evolving to accurately determine the rankings of their search engine results pages (SERPs).

This is to help them choose content that is more relevant, taking into account thousands of various ranking parameters. However, search engines look at three key ranking factors to assess a site’s quality and where it should be ranked. These are links, page structure, and content. Small business owners especially must focus on all three ranking factors if they want their site to rank high on Google and other search engines.

Link Building

The importance of external links from other sites in influencing a site’s ranking on search engines cannot be overstated. This is because a link from another site might be interpreted by Google and other search engines as a vote or sign of quality, as site owners are unlikely to affiliate with low-quality websites.

Sites that receive links from a large number of other websites gain authority or a higher page ranking in the eyes of Google and other search engines, particularly if the websites linked to them are also authoritative.

Page Structure

Since web pages are produced in HTML, the HTML code structure might affect how search engines evaluate a web page. Site operators can boost their SEO by including important keywords and phrases in the title, URL, and page headers, as well as ensure that their site is crawlable.


Search engines also evaluate the content of a webpage to establish whether it is relevant to a particular search term. Posting content on a web page geared toward the terms that search engine users are looking for is a crucial aspect of search engine optimization.

Why Is SEO Important for Businesses?

SEO is vital since it improves a company’s online presence. Paid ads and social media could also assist with exposure, but the benefit of SEO is that if done effectively, it can continue to deliver traffic and conversions over time.

The truth is that SEO provides “free” visitors to a website. High-quality sites that satisfy a user’s query may appear at the top of search engine results when a company publishes them. This is a great area for users to learn more about the website and company.

However, there is more to it than just visibility. Google ranking can help businesses obtain more leads. Leads are essentially the lifeline of any business, so a good SEO strategy can be incredibly valuable for the success of a business.

Good SEO can also encourage site visitors to become customers. When a business posts content that is helpful to a user, that user is more likely to trust the company or brand simply because they answered an important question.

This means that they are more likely to purchase a product or use a service from a company that ranks highly on SERPs because they have a good SEO strategy.

How Do Google and Other Major Search Engines Work?

As mentioned before, search engines make use of highly complex algorithms to arrange and rank content. These algorithms consider a variety of ranking parameters when determining how well a page ranks.

Search engines like Google collect online content and arrange it into search query result pages. The ultimate objective is for users to be satisfied with the results they see on the SERPs.

Integrating keywords into the content website owners post on their websites plays a huge part in this. Keywords are essentially phrases that people type into search engines while looking for something.

The keywords or phrases on a webpage must be relevant to the business and, preferably, have high search traffic. This means that these keywords should be frequently searched for on search engines. An example of this is a user looking for a pet groomer in Washington.

He or she would type something like “pet groomer Washington” or “pet groomer near me” into the search engine. Therefore, a pet grooming business owner in Washington can appear in these search results by including these keywords in their content.

There are several sites, such as Keyword Overview or Keyword Magic Tool, to do some keyword research.

To get results on a search results page, Google’s algorithm uses three steps: crawling, indexing, and ranking.


Crawling is the first step in determining which web pages are suitable for a search result page. Search engines send out web crawlers to identify new web pages and gather data about them. These crawlers are also known as ‘spiders’ or ‘robots.’

The ultimate goal of Google’s web crawlers is to locate new web pages and examine the material on those pages. They also check sites they’ve already viewed to see if it has been modified or updated.

Search engines do this by exploring previously found links. When a search engine scans a website’s homepage, it will search for another link to pursue, and it may follow this link to crawl new content on the website.


When Google determines whether or not to use the information or webpage it has crawled, it is called indexing. It will add a crawling web page to its index or database if it is considered suitable. This index is utilized in the late stage of ranking.

When content is indexed, it is classified and saved in a database from which it could be retrieved later. The index contains the majority of web pages that have unique and important material.


The final and most critical phase is known as ranking. Once the crawling and indexing stages are completed, ranking can begin. A website can only be evaluated and ranked once it has been crawled and indexed.

Search engines utilize over 200 ranking signals to categorize and rank material, all of which fall under the SEO ranking factors. Ranking factors are constantly changing to help make the content that appears on SERPs more relevant.

Such factors fall into one of three categories, namely technical, off-page, and on-page SEO factors. Signals used to rank content include the presence of a keyword in a title tag, the speed at which a page will load, and the website’s authority.

Search Engine Optimization: Google Algorithm Explained

Understanding search engine algorithms is essential to understanding how search engines work. Because Google is the leading search engine, it is vital to understand how its algorithm works and how it determines which sites rank higher than others.

Google’s algorithm determines how highly each search result, webpage, or website ranks. While some aspects of Google’s algorithm are still unknown, the most crucial ranking variables can be categorized as on-page and off-page SEO.

On-page SEO

On-page elements play a role in determining the ranking of a webpage. n-page SEO variables are the elements on a website or webpage that the website owner has direct control over.

Technical considerations (such as the integrity of code and website speed) and content-related elements (such as the layout of the site or the quality of the content) are among these criteria. These are all important on-page SEO aspects to improve.

On-page SEO helps Google and other major search engines better understand a website. The better the on-page elements, the greater the likelihood that a webpage or website will rank high on search results.

Why It Is Important to Focus on On-page SEO Factors

Those who want search engines to award them with page-one exposure must take their on-page SEO approach seriously. While Google still looks for keywords and phrases in website content, keyword stuffing is no longer effective because it degrades the consumer experience.

On-page SEO characteristics that are user-focused will become more significant as the Google search algorithm becomes more complex.

These on-page elements allow search engines to evaluate a website’s content and rank the most appropriate or useful websites for specific queries. Focusing on on-page optimization also provides better organization and readability, which visitors to the site will appreciate.

Technical SEO Versus On-page SEO

Some SEO marketing companies mix on-page and technical SEO. However, they are different aspects, and many people prefer to categorize them separately. Technical SEO covers issues such as page and site performance, duplicated content, website structure, and indexing.

In other words, technical optimization is concerned with the entire website, whereas on-page optimization is concerned with specific URLs.

Website owners hoping to optimize technical ranking factors can use a tool called Google Search Console. This tool is a web service offered by Google that allows people to check their indexing status and optimize their site’s visibility.

Off-page SEO

Off-page SEO variables affect a site’s rankings in addition to on-page elements. Links, social media exposure, and other advertising strategies that take place outside of a website are all examples of these elements. These off-page SEO characteristics can be more complicated to change than on-page elements.

However, improving off-page SEO isn’t impossible. The number and authority of the links leading to a website are the most crucial of these off-page variables. Additionally, the more relevant and high-quality sites that connect to a website, the higher that website’s Google ranking will be.

A business’s niche is an off-page factor that can affect a website’s search engine ranking. It may be harder to rank higher in organic search results if the industry is competitive and there are several site owners trying to get their web pages to rank higher.

The Differences Between Paid Search Results and Organic Search Engine Optimization

Before getting into SEO optimization techniques, it is essential to understand the difference between paid search engine marketing and organic search traffic.


Unsurprisingly, the cost is among the most prominent differences between paid and unpaid search engine optimization. On a cost-per-click (CPC) basis, business owners will need to pay every time a user clicks on their advertisement.

Rather than depending on organic traffic to boost a website’s search engine rankings, site owners can appear on relevant search result pages by paying Google to display their advertisement when a user searches for relevant keywords. On the other hand, organic search traffic is free, but it does require patience and hard work.


With paid search results, website owners will see almost instant results, whereas with organic search traffic, it can take a long time to improve search rankings. Therefore, an organic SEO strategy should focus on diligent page optimization techniques.

Search Rankings

Concerning organic search results, Google determines how a site ranks compared to other websites. This could be at the top of the page, in the middle, or at the bottom. However, with paid ads, websites appear at the top every time, which ensures that they are the first thing that users see in their search engine results.

Return of Investment (ROI)

Paid advertisements are actually easier to assess in terms of ROI. This is partly because Google provides additional keyword information in Google Analytics. However, the reality is that with paid ads, a business’s ROI often stagnates or falls over time.

Organic search ROI is more difficult to quantify, but it usually gets better over time, providing a very strong return on investment in the long run.

Search Engine Traffic

The reality is that paid advertisements only get 20 to 30 percent of clicks, while high-quality content, which is more valuable to consumers, receives 70 to 80 percent of traffic.

The Similarities Between Organic Traffic and Paid Traffic

Below are some of the similarities between these SEO strategies.

Both Require Landing Pages

Both forms of searches involve the creation of landing pages. A landing page also referred to as a lead capture page or a search engine land page is the page that users end up on when clicking on a search result.

The page must be linked to a business’s website for SEO purposes. It could be the same landing page webmasters use for organic searches, or it can be a whole different independent page for paid search.

Keyword Research Is Needed

Paid search still requires the use of keyword research because web pages, whether paid or unpaid, still need to be displayed in search results according to their relevance.

Both Focus on Attaining More Traffic

The purpose of both sponsored and organic search is to generate traffic. User intent is present in both sponsored and organic search traffic. That is, when a person asks Google a question or searches for facts, they are in a proactive mentality and are more inclined to act on the data they receive.

Search Engine Optimization Techniques

While understanding how SEO works is essential to building a good SEO strategy, getting to work by producing high-quality content and focusing on keyword research and link building is what makes the difference.

Here are some ways business owners can get their content to rank higher than other websites.

1. Focus on Keyword Research

As mentioned already, keyword research is an essential element for a good SEO strategy. It is typically the preliminary stage for SEO and entails determining which keywords or phrases a site already ranks for, which keywords competitors or rivals rank for, and which other terms potential clients are typing into search engines.

Understanding the terms that people use on search engines might help web admins figure out how to improve their existing content and develop new material that is geared towards potential clients. The best way to do this is to make use of keyword research tools.

2. Improve Link Building

Because external links (also known as “backlinks” in SEO) are among the most important off-page ranking criteria in Google and other search engines, gaining high-quality links is important to improving a website’s ranking.

This can include spreading good content, contacting other sites, developing connections with administrators, uploading websites to web directories, and obtaining exposure to gain backlinks from other sites.

3. Develop a Content Marketing Strategy

Content marketing applies after potential keywords and phrases have been identified. This can include editing previously uploaded content and coming up with entirely new articles and blog posts.

Since quality online content is valued by search engines, it’s vital to know what is currently on these search engine results pages and develop captivating content that offers a captivating user experience and has the potential to rank higher in SERPs.

When a webmaster posts content that is of a high standard, there is a greater chance that site visitors will share it on social media sites, improving link building and overall site ranking.

Creating content that is optimized for search engines can be difficult, especially for those who aren’t great at writing. Fortunately, there are several content marketing companies out there that can create content to help boost a webpage’s ranking.

4. Pay Closer Attention to On-page Elements

As already mentioned, on-page SEO ranking factors are the elements that web admins have control over. It is easier to control these elements to help a website’s chances of ranking higher than it is to change technical and off-page elements.

Optimizing a web page’s layout can have a huge impact on SEO. On-page optimization includes adding SEO keywords into the webpage’s URL and amending a title tag so that it contains specific search phrases.

Upgrading a web page’s meta tags, including the meta description tag, could also help. While these elements do not have a direct effect on search engine rankings, they can still boost SERP click-through rates.

5. Work on Semantic Markup Strategies

Improving a site’s semantic markup is yet another SEO method used by SEO specialists. This strategy is used to express the meaning behind the material on a website, such as identifying who wrote a blog post or the subject and kind of content on a webpage.

Rich snippets, such as more text, rating stars, and even photos, can be presented on the search results page using semantic markup. While rich snippets have little effect on search engine rankings, they can raise search click-through rates, resulting in more organic visitors.

6. Focus on Different Types of Content

To keep users engaged and improve SEO rankings, it is important to include different types of content on a website or webpage. Here are a few examples of enriching content:

  • List-type posts. These make it easier for users to skim through
  • In-depth guides. Guides can help people complete a DIY project or learn a new skill, which improves user experience
  • Tables. These elements don’t just make it easier for users to understand the content, but they are also recognized by Google
  • Graphics. Add an enriching experience for users by including media such as pictures, illustrations, or photos. Google is placing more and more emphasis on graphics, especially for mobile sites, so web admins would do well to include them in their websites
  • Videos. To add a personal touch to a webpage, website owners can add videos. A great type of video to include is how-to videos
  • Webinars. A webinar is essentially a live meeting that is hosted on a website and is typically available to the public. By including a webinar on a website, web admins can establish themselves as experts in their field, which can help them gain the trust of their users
  • Podcasts are another essential element that can add enrichment to a website

7. Optimizing Site Architecture

Internal links, which are links within a site from one page to another, are just as crucial as external links (links to other websites) when it comes to SEO.

  • Therefore, webmasters can make use of a search engine optimizer to improve a website’s SEO by ensuring that important pages are interlinked, and that appropriate anchor text is being used in these internal links to enhance a webpage’s relevancy for specific searches.
  • Developing an XML sitemap for more extensive web pages might also assist search engines in finding and crawling all the website’s pages.

What SEO Tools Can Businesses Use to Enhance Their SEO Strategy?

There are several online tools available for optimizing websites. Once web admins learn SEO and what affects their website’s ranking, they can use several tools to analyze their site’s ranking and find ways to improve their SEO. Below are a few helpful tools that web admins can use.

Google Search Console (GSC)

This tool was formerly referred to as Google Webmaster Tools. It is a free tool provided by Google, which business owners can use to view their website’s traffic report and rankings, which can be valuable for identifying and improving any issues.

Banklink Analysis Tools

There are several backlink analysis tools available, the two most popular of which are Majestic and AHREFs. These tools enable users to see which sites link to their own websites or the websites of their competition. They are valuable tools because they can also be used to discover new backlinks when link building.

Google Ads Keyword Planner

Another free tool supplied by Google is Google Keyword Planner. Despite the fact that it is created for sponsored search, it can be a useful tool for SEO because it offers keyword ideas and search volume that can be useful when conducting keyword research.

Focus on Conversion for a Successful SEO Campaign

When SEO strategies are implemented correctly, search rankings can drastically increase the traffic that a site receives. However, it isn’t traffic alone that drives a company’s revenue. This traffic must be converted into paying clients. This is where conversion rate optimization, or CRO, can be effective.

CRO involves altering or enhancing sites and assessing their influence on conversion rates using techniques such as A/B testing. Effective SEO marketers understand that simply driving traffic to a website is insufficient; what the traffic does once there is as crucial.

Final Thoughts

Those who are reading this and have signed up with [Company Name] for a comprehensive SEO solution are already on their way to growing their online presence and, ultimately, their business.

Focusing on elements such as link building, producing good content, including keywords in a webpage title tag, and including compelling meta descriptions.

SEO strategies can seem overwhelming, and it is often difficult to know where to start or how to get a business under the spotlight. [Company Name] has been developing holistic, unique approaches to help businesses shine in their niches. Contact [Company Name] today to speak to an SEO expert.

Frequently Asked Questions

Here are the answers to some of the most asked questions about SEO.

1. How Long Does It Take for an SEO Strategy to Be Effective?

SEO is a method that should be implemented over time. Business owners must develop a holistic SEO approach that includes both on-page, off-page, and technical SEO optimization for the SEO strategy to produce fruit.

After adoption, some of the efforts may show results right away. Two common examples are changing meta titles and headers or upgrading the text on a few web pages.

Other initiatives, like using Schema markup on web pages, producing a large volume of exciting material, focusing on authoritative link building, and generating favorable reviews, require time and pay off in the long run.

2. How Can a Website Rank Number One on Google and Other Search Engines?

No one thing will make a significant difference in the effectiveness of an SEO campaign. All the aspects listed above function together, and it is the sum of all the information Google receives that causes the needle to shift in a website’s favor.

The best way to ensure that a website ranks at the top is to hire an SEO marketer who is knowledgeable about Google’s algorithm and can help to get a website ranking at the top of search results.

3. How Can Webmasters Learn SEO?

Learning SEO is important for business owners and web admins, and those who wish to learn about SEO and Google rankings can take a course online.

There are several academies that offer these courses, and Google also offers training and certification, which can be incredibly useful for those who need to track their website’s performance.