What Exactly Does SEO Do?

Search engine optimization (SEO) is the process of improving a website’s visibility and ranking in search engine results pages (SERPs). The goal is to have your content appear higher up in the organic or unpaid results for relevant keyword searches. There are many factors that go into effective SEO, but ultimately it helps make a website more discoverable, user-friendly, and authoritative. Here is an overview of what SEO entails:

On-Page Optimization

On-page SEO refers to optimizations made directly on a website’s pages.
This includes:

  • Page titles and meta descriptions – The title tag and meta description summarize the page content and are vital for grabbing the searcher’s attention. These need to contain relevant keywords.
  • URL structure – URLs should be formatted with keywords but not be excessively long or spammy.
  • Headings and content – Heading tags (H1, H2, etc.) help indicate topics and improve readability. Content should focus on the primary keyword while remaining engaging and natural.
  • Image optimization – Images should have descriptive alt text and filenames containing keywords. Proper sizing also helps with page load speed.
  • Internal linking – Linking between related pages passes “link juice” and signals to search engines what content is important.
  • Code optimization – Clean, valid HTML and minimal redirects help search engines crawl and understand pages. Proper use of schema markup can enhance how content is displayed in SERPs.

By optimizing these elements, you provide clearer signals to search engines on topic relevance. It also improves the on-site user experience.

Off-Page Optimization

Off-page SEO involves factors external to the website itself:

  • Backlinks – Also called inbound links, these are links from other websites back to your content. High-quality backlinks from relevant sites help improve authority and rankings for targeted keywords.
  • Social signals – Mentions of your brand on social networks like Facebook, Twitter, and LinkedIn can boost visibility.
  • Local SEO – Having correct business info on directories like Google My Business and schema markup helps improve local search presence.
  • Reviews and mentions – Positive reviews on sites like Yelp along with brand mentions on reputable sites indicate popularity.
  • Link building – This can involve outreach like guest posting on authority sites. The goal is to earn backlinks leading to the website.

By earning authoritative external signals like these, you demonstrate online trust and authority on subjects related to your website.

Technical SEO

Technical SEO optimizes non-content elements to improve site indexing and crawling:

  • Site architecture – A logical, easy-to-navigate hierarchy using proper breadcrumbs and site maps.
  • Page speed – Faster load times improve user experience and search visibility. Caching, compression, minimizing redirects, and other best practices help.
  • Mobile optimization – A mobile-friendly, responsive design ensures accessibility on smartphones.
  • Site uptime and security – Minimize downtime and address any malware issues.
  • Duplicate content – Canonical and noindex tags prevent duplicate or thin content from diluting signals.
  • robots.txt and XML sitemaps – The robots file and sitemap help search bots index the website more intelligently.

By troubleshooting technical elements, you empower search engines to better crawl your site and evaluate its content.

Content Strategy and Keyword Research

An effective SEO strategy starts with content and keywords:

  • Topic research – Identify high-potential topics aligned with your brand and audience interests. Examine search volume and competition using keyword research.
  • Content mapping – Plan out content types (articles, videos, etc.) that target relevant topics and keywords, while linking them together to form an information architecture.
  • Copywriting – Develop on-page content that incorporates keywords naturally without over-optimization. Craft compelling titles and descriptions that generate interest.
  • Multimedia – Use videos, images, and graphics to enhance content and improve retention.
  • Localization – Consider localization and translation to reach users in their language across various regions.
  • Promotion and outreach – Market your content across channels through social media, email, PR, influencers, and more.

SEO-optimized content provides value to readers while also ranking for the terms they search for. This content should be regularly reviewed and expanded upon as search behaviors evolve.

Conversion Rate Optimization

The end goal of SEO is to drive relevant traffic to your website and convert visitors into customers and leads. Tactics like these further optimize for conversions:

  • Page speed enhancements – Faster load times reduce bounce rates and increase conversion rates.
  • Lead capture forms – Calls-to-action and email signup forms make it easy for engaged visitors to convert.
  • Click tracking – Seeing visitor clicks helps identify weak points in the conversion funnel.
  • Landing page optimization – Targeted landing pages clearly focus visitors on converting through design, copy, and calls-to-action.
  • E-commerce optimization – Product pages should have compelling copy, reviews, good imagery, and clear calls-to-action to drive purchases.
  • Mobile optimization – Account for increasing mobile traffic and conversions through responsive design and a streamlined experience.
  • Analytics and testing – Tools like Google Analytics and split testing help refine conversions.

When paired with analytics, testing various elements that impact conversions validates that your SEO efforts are driving business results.

Monitoring and Reporting

To maintain effective SEO, it’s important to monitor your efforts and analyze performance:

  • Rank tracking – Use tools to routinely monitor keyword ranks in search engines and local listings.
  • Traffic analytics – Measure traffic volume trends, sources, attribution, and engagement metrics.
  • ROI – Set conversions/goals to quantify SEO return on investment.
  • Algorithm and indexation changes – Monitor for potential algorithm updates or deindexation issues.
  • Link profile audits – Check incoming link quantity/quality and identify spammy links to disavow.
  • Content audit – Evaluate indexed pages and identify thin or duplicate content issues.
  • Technical audits – Routine checks help address site errors, duplicate content, speed, and security.
  • Reporting – Create reports on SEO progress, competitor benchmarking, opportunities, and optimization recommendations.

Consistent tracking provides visibility into SEO results and helps recognize issues early before rankings decline. Reporting also helps demonstrate the business impact of SEO to stakeholders.

By continually optimizing and refining these areas, SEO helps elevate a website’s visibility and improves its ability to rank higher in search engines for relevant keyword searches. This ultimately drives more qualified traffic and conversions for the business. SEO is an evolving, iterative process that requires constant management and improvement over time.


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