What is SEO and How it Works?

by bkosko
What is SEO and How it Works

What is SEO and How it Works?

What is SEO and How it Works

SEO is an ever-evolving and complex field. What worked a few years ago may not work today, and what works today may not work in the future. That is why you must understand what is SEO and how it works.

So what is SEO and how it works? What strategies can you implement now that will still be effective five years down the road? In this blog post, we’ll take a look at some of the most important SEO trends.

Core Elements of SEO: On-Page SEO and Off-Page SEO

On-Page SEO is the process of optimizing a website’s content and structure to make it easier for search engines to find and rank.

Off-Page SEO focuses on improving a website’s visibility in organic search results, which refers back to on-page optimization.

Both on-page and off-page SEO are necessary for any business that wants to be found online.

On-Page SEO vs. Off-Page SEO

On-Page SEO is focused primarily on improving the site’s written content so that it can be easily understood by Googlebot (the web crawler used by Google).

This includes things like using keyword density correctly, including keywords throughout your text without making them look spammy or forcing users to sign up for an email list just to read your posts, and avoiding common mistakes like missing capital letters or incorrect punctuation.

Off-Page SEO takes advantage of other channels besides Google Search, such as social media platforms (Twitter, LinkedIn), local directories (Yelp, CitySearch), article marketing networks (SEOmoz), and paid advertising campaigns targeting specific demographics (Bing Ads).

Learn more about what is SEO and how it works with these 10 SEO Tips!

SEO Strategies: Black Hat vs. White Hat

Black Hat SEO is the practice of manipulating search engine results to improve a website’s ranking. This can include things like creating fake or misleading content, using sneaky techniques to get higher rankings, and buying links.

White Hat SEO, on the other hand, is focused on building good relationships with search engines so that they will give your site more visibility and better rankings.

Black Hat SEO has been around for as long as search engines have existed. It started out as an attempt to game the system by any means possible in order to gain an advantage over competitors.

Over time, however, Black Hat SEO tactics have become more sophisticated and less detectable.

Today it’s common for websites to use hidden cloaking scripts or invisible redirects that make it difficult for Googlebot (the company’s primary crawling robot) to detect changes made intentionally or unintentionally by webmasters.

In short, white hat methods involve developing positive relationships with major search engines such as Google and Bing so they will give your site preferential treatment in their algorithms.

The battle between Blackhat vs Whitehat SEO continues today but there are clear advantages for those who adopt a white hat approach.

What is SEO and How it Works?

In 2022, SEO will still be one of the most important aspects of online marketing. According to the Higher Visibility report, “43% of marketers say organic search is essential or very important when conducting business activities such as lead gen, acquisition, and customer retention, and 82% believe organic traffic growth will continue over the next three years.”

In addition, 73% feel more confident knowing their website ranks well organically than through paid advertising channels like PPC [pay per click].

So if you want your business to succeed in 2022—whether you are a small startup or an established company—you need to understand how SEO works and implement effective strategies.

The reason is simple: people are increasingly searching for information on their phones and computers rather than through traditional media outlets like newspapers or television networks.

Factors For SEO Marketing: Helps in Ranking

As a result, businesses that can successfully optimize their websites for Google will have an advantage over those that don’t.

There are several things you can do to improve your chances of success in this competitive landscape:

  • Make Sure All Content On Your Website Is High Quality.
  • Write Articles Specifically Designed For Seo Purposes.
  • Create Compelling Headlines And Descriptions.
  • Use Keyword Research Tools To Find Appropriate Keywords.
  • Create Positive User Experiences By Providing Valuable Information Without Spamming Users With Ads Or Popups.
  • Develop Strong Links From Authoritative Sites.
  • Promote Your Site Regularly Using Social Media Channels Like Twitter And Linkedin.
  • Lastly, Keep An Eye On Changes In Search Engine Algorithms So You Can Adapt As Needed.

HTML Markup

HTML markup is made up of elements, which are the building blocks of HTML. Elements are like boxes into which you can put content, and they need to be arranged in a certain order so that the browser knows how to interpret them.

 For example, an HTML document can have a header element that tells the browser what information should appear at the top of your page, and then there’s an element for each paragraph.

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Elements of HTML

There are three main elements of HTML that you should be aware of when writing your website. They are:

Title Tag: This tag is used to tell search engines what your page is about. The title tag typically includes the name of the company or organization, as well as any words or phrases that you want to appear in search engine results.

Meta Description Tag: This tag is used to describe what your page is about in a more accessible way than just the title tag. It also acts as an indicator for search engines that this is a long description type of site, which will help them rank it higher in their rankings.

Heading Tags: These tags are used to organize various sections of your site into logical groups. Headings can be used for headings, sub-headings, subsections, and lists within pages on your site.

Tips for the Right HTML
  • Use headings and subheadings to organize your content logically.
  • Use bold text to highlight key points or emphasize important information in your document.
  • Place images in the correct places within your HTML code so that they display properly onscreen (avoid placing them between paragraphs).
  • Make sure all links work as expected by testing them before you publish your page online..

Site Structure

Site structure refers to the overall design and layout of your website. It includes everything from how your pages are organized to what keywords you use on your content tags and titles.

A well-organized site will have specific sections with corresponding titles and descriptions, along with links to other relevant pages on your website.

This makes it easier for Google to determine which pages on your website should be included in their index and ranked higher in search engine results pages.

Elements of Site Structure

There are several elements of site structure that play into SEO, including:

  • Title tags and meta descriptions: These are the first lines of text on every page of your website and should include keywords and phrases related to your topic or keyword(s).
  • H1 heading tags: Headings 1-3 (H1) are important because they appear at the top of all pages on a web browser. Use headings that accurately reflect the main topic of each page.
  • Inbound links: Links from high-quality websites can improve traffic to a website by pointing potential customers directly to what they need instead of having them wander around aimlessly trying.
  • Outbound Link: Outbound links are important because they tell search engines where to find other pages on your website — which is what Google considers “link equity.”
  • Breadcrumbs: A breadcrumb is a set of links that leads from one page to another on your site. Breadcrumbs help users find their way around your site without having to click too many links or pages.
Tips to Improve Site Structure

There are a few things you can do to improve your site’s structure and optimize it for SEO:

  • Have a clear navigation menu with submenus
  • Include internal links on all pages so users can easily navigate between them
  • Use headings to group content together and make it easy for users to find things.
  • Images – Images can help improve visual appeal for users who may be scrolling through long articles
  • Use short paragraphs with short sentences so that the content is not too long or too complex for users to read

Trust is one of the most important factors for SEO ranking. If your site is not trusted by Google, it will have a difficult time ranking high on search engine results pages (SERPs). A site with low trust can be due to anything from outdated content to hidden links.

Bounce Rate

Bounce rate is another key factor for SEO ranking. A high bounce rate means that users are quickly abandoning your site, which can damage your rankings and lead to lost traffic and revenue.


DA PA (domain authority, page authority, and organic traffic) is an important metric for SEO ranking because it measures how well each element of your website contributes to overall rank. By understanding these metrics and working to improve them where possible, you can help ensure that your site ranks higher on search engine results pages.

Social Presence

Social presence is a ranking factor in SEO. The more you can show your content to the world, the better your chances of doing well in search engines.

This doesn’t mean you need to create fake accounts or pay for followers. Instead, it means you should be creating content that people want to share with their friends and family members.

For example, if someone Googles “Best fruits for diabetics,” they might see an article on how strawberries are good for diabetics with no mention of apples or pears. This is because both of those fruits are healthy but don’t have as much social presence as strawberries do (they’re not as popular).

If you’re already sharing content on social media and getting tons of shares and likes on it, then your content will naturally get more visibility through search engines too!

Tips for Social Sharing

Social media is a great way to get your company noticed. But it can also be a great way to spread misinformation and confusion.

A little bit of knowledge goes a long way, so here are some tips for using social media to promote your brand:

  • Share what matters most to you and your customers.
  • Share original content that’s relevant to your audience, but doesn’t feel like spam or advertising
  • Avoid sharing links that are off-topic or unrelated to your brand or product
  • Don’t overshare, as this may seem spammy or irrelevant to your audience

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