How Does SEO Work on Websites?

Search Engine Optimization (SEO) is the process of getting traffic from free, organic, editorial, or natural search results on search engines. Its goal is to improve the position of a website on the search results pages, so that more people can see it. SEO works with on-page, off-page and technical SEO. Web design is an important component of technical SEO and requires collaboration with developers and designers.

Links from other websites play a key role in determining a site's ranking on Google and other search engines. The reason is that a link can be seen as a quality vote from other websites, since website owners are unlikely to link to other sites that are of poor quality. Sites that acquire links from many other sites gain authority (called PageRank on Google) in the eyes of search engines, especially if the sites linking to them are themselves authoritative. SEO or search engine optimization has to do with making adjustments to your website and online content to rank better in search engines. For example, if your goal is to drive more inbound traffic and build brand awareness through content, then you could create a good amount of keyword-driven content to drive SEO traffic. SEO marketing and social media marketing go hand in hand because the goal is to tell Google how great you are.

Creating content aimed at your ideal customer will attract other customers like them as the content is shared on social media or as it starts driving traffic through SEO or other channels. These factors automatically affect how someone responds to your content, but your SEO efforts also behave differently from one area of the world to another. Unlike paid search ads, you can't pay search engines to get higher organic search rankings, which means SEO experts have to put in the effort. In addition to off-page factors, such as links, improving the actual structure of the page can have enormous benefits for SEO, and is a factor that is completely under the control of the webmaster. Including relevant keywords in the title, URL, and page headers and ensuring that a site is crawlable are actions that site owners can take to improve their site's SEO. By using technical SEO tactics, both on and off the page, marketers tell search engines what their website is about and why it should rank well on search engine results pages. The key difference between SEO and paid advertising is that SEO involves “organic ranking”, which means you don't pay to be in that space. The truth is that SEO takes as long as it needs to, it can be weeks or even months, depending on your strategy.

You want to have a variety of different types of anchor text because each has its own place in the SEO realm.