The Ultimate Guide on What SEO Is and How It Works

Thursday, 17 October 2019

The Ultimate Guide on What SEO Is and How It Works

Posted by Madhu Gupta
Businesses now leverage the advancements in modern technology for their longevity. Business processes are already streamlined with automation through technologies such as robotics and artificial intelligence, among others. In addition to this, businesses now embark on a digital footprint, and this is where SEO comes into play.

What is SEO?

SEO, or Search Engine Optimization, is a technique for businesses to be more visible to their target audience. These businesses gain more visibility if they are within the first page of the results displayed in a search site, thereby increasing more visitors to their site.
SEO Guide
Hence, it can be noted that SEO focuses on rankings and visibility. From a more technical perspective, SEO increases the quantity and quality of traffic driven into a website through organic search results. The quantity of traffic is simply the number of visitors looking through your site, while quality traffic is the relevant and potential visitors of your site that will lead to conversion.

For instance, your site may garner an average of a thousand clicks in a day. This is considered as the quantity of traffic driven into your site. Out of a thousand, a hundred visitors either subscribed to your services or buy your products. 

This hundred visitors are the quality traffic driven to your site that led to a conversion. On the other hand, organic search results simply mean unpaid or free listings based on several factors, such as keyword relevance.

How does SEO work?

SEO incorporates link building as one of its fundamental aspects because of high quality and relevant links in your website aid you to rank higher in the search results page.

In addition to this, SEO leverages on relevant content. With pertinent content that is informative and presented in a visually engaging manner, your site will have a greater chance of being ranked higher in the search results. 

An effective SEO technique usually focuses on on-site content such as blog posts and articles, as well as social media content. Hence, the SEO process includes the use of keywords in titles, URLs, and meta descriptions, among others, because it is believed that the algorithm of search engines usually scans for these keywords from the site content to assess its relevance to the search criteria.

Apart from the keywords in your site content, search engines also consider the frequency of updates done on your site, in an attempt to gauge if fresh content is uploaded time and again. This is accounted for in an effective SEO technique

In the same manner, your site architecture also matters because a website design that can easily be scanned by search engine crawlers usually takes the top spot in the search results.

Overall, with the recent development in technology, SEO processes also need to account for mobile search engines, as well as voice search. Simply put, SEO is continually evolving, which is why putting how it works in a single context is not feasible.

What are the benefits of SEO?

Lead Source

Leads are the potential customers of an online business. In other words, leads are the traffic driven into your website, and these leads can be identified through various SEO techniques. Hence, it can be noted that SEO is a primary lead source, wherein the potential customers are the ones doing the actual research.

Higher Conversion Rate

The conversion rate is defined as the ratio of the quality traffic over the quantity traffic. Your potential customers are more aware of your products and services for the simple reason that you rank higher, among other competitors, in terms of search results. 

This leads to a higher conversion rate, with most of your site visitors end up subscribing to your services or purchasing your products. With a higher conversion rate, it follows suit that your business will have a substantial market share in your target niche.

Business Awareness and Credibility

With a constant appearance at the top of search results, consumers will be familiar with the products and services offered by your business. In addition to this, consumers will have the notion that your business is one of the best in the industry. Being at the bottom of the search results, needless to say, already on the other pages of the search results, may give the impression that your business is relatively new in the industry.

Marketing Strategy

With SEO, the advertising costs can be lowered to a considerable level. A higher rank in terms of relevant search results eliminates the need for you to purchase pay per click advertisements. With a suitable SEO technique, your site will continue to rank on top as long as visitors are continually clicking your website link. 

Apart from paid advertising, cold calls, or direct selling will no longer be a priority since the consumers are the ones searching for your products and services. This can be a long-term marketing strategy because losing a top spot doesn’t happen overnight. Additionally, the SEO technique integrates your overall marketing strategy.

Better User Experience

One of the critical factors improved through SEO is the content of your site and the validity of the links used within. With relevant information, supported by a visually engaging layout, photos, and videos, your customers will have a complete user experience. 
SEO technique
Additionally, the layout of your site must be flexible enough to cater to both web and mobile devices. This is already a factor considered by major search engines in ranking search results. As such, the layout of your site should be encompassed in your SEO technique.


In conclusion, businesses need to be able to adapt to the changes brought about by advancements in technology. This may entail the need to acquire new learning that will be beneficial for the business in the long run. 

This may also require businesses to forego manual means by venturing into automation or keeping a brick and mortar store in parallel with an online shop. It is in these cases where processes such as SEO, are beneficial. 

While several factors impact your SEO rankings, it still holds true that relevant and informative site content is always the key to keeping your target audience engaged.


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