One of the biggest questions we get here at SHYFT marketing from our customers is what is SEO and how does it work? Search engine optimization or SEO may feel a bit daunting for companies that are just starting to build a website or going through a website redesign.
But it does not have to be that way, even if you don’t have an experienced SEO partner in the house, you can still begin to make some positive changes that will help you improve your search engine optimization. You can be on the way to increasing the brand’s search engine rating in no time, with a few SEO services in Toronto & Los Angeles awareness under your belt.
We’ll give an answer to the million-dollar question below what is SEO and how does it work? We’ll even discuss some of SEO’s fundamentals so you can understand better how it impacts your company and what you need to do to be in good shape.

SEO & Its Working

SEO is an acronym for search engine optimization, which is the method of designing the website to receive free or compensated data from the results page of the search engine.
In other words, SEO involves making certain changes to the design and content of your website to make your site more appealing to a search engine. You do this with the expectation that your website can surface on the search engine as a top result.

Although search engine optimization can become very complicated when it comes to all the different factors impacting the rating, the basic process isn’t as hard to understand.
The search engines want to offer their users the best service. That involves delivering results that are not only of high quality but also important to what the searcher is searching for on the search engine site.
To do this, search engines can check, or index, various websites to better understand what the page is about. This helps them deliver more relevant results to those looking for particular topics or keywords.
Additionally, the search engines review the web to assess how convenient it is to browse and learn, rewarding user-friendly pages with higher search engine ranking result pages.

SEO is the process that organizations go through to help ensure their site ranks high in the search engines for keywords and phrases relevant to them. There are plenty of SEO advantages to your company online. You will strive to improve your reach on the search engines by enhancing your SEO. It lets you meet more potential customers and get them engaged. You will increase your chances of taking in more targeted organic traffic by producing more entertaining and successful SEO-focused content.

Factors that influence SEO

Now that you know what SEO is and how it operates, let’s take a look at some of the factors that can affect your rating for search engine optimization. Giant search engine, Google will never give away the specific formula that they’re using to list pages.
Nonetheless, we do have a pretty good understanding of some of the factors affecting the rankings of the search engine results page (SERP). Such considerations involve variables both on-page and off-page, which we will address below.

1. Content Marketing

Let’s think about content before we delve into some of the on-and off-page SEO considerations. Content is important both in enticing the search engines and in having the company interact with visitors to the site.
The more quality, relevant content pieces you have on your site, the more likely it will be for search engines to rank your pages higher on the results page of search engines.
Similarly, the more engaging and effective content you have on your website, the more likely it will be for your visitors to spend some quality time on your website and possibly even to buy.
The trick to creating content that is tailored for both the search engines and the users to the actual web is to create a variety of different types of information parts that are well-written and on subjects that are most important to your audience.
Here are just a few forms of material that you can work on to help improve the web quality and therefore your rankings for search engines:

Articles and blog posts
Social media content
White paper and E-Books
How to guide and tutorials
Video and audio recordings
Infographics

SEO keywords and phrases are another important matter to remember when creating content for your web. These are relevant words and phrases that may be typed in by a search engine user when seeking answers to their questions or relevant products and services.
If you create content around these keywords and phrases, you increase your chances of ranking higher on the search engine for those keywords.

Another aspect that can affect your content is how new your content is, and thus your search engine rankings. Freshness applies simply to how often the company adds new content to your website.

Having brand new material, though, isn’t the only way to keep the content interesting. You can also update the content by uploading stories, rewriting them for greater efficiency.
While it requires time and resources to create content, it will be more than paying off in the end. Search engines love great content and customers need quality content in order to better understand the value that your company will offer.
Start by creating a couple of blog posts and work on social media to build up a following. Once you have a loyal group of fans and followers, your organization can work towards media creation to attract and engage new leads.

2. ON Page SEO

The aspects of on-page SEO are those things that appear on your website. These are the aspects you have complete control of, and you will work overtime to strengthen those variables by adopting best SEO practices. This goes beyond just selling the material to the deeper levels of HTML on your web.
Here are just a few of the SEO factors on-page that can help you improve your search ranking:
Title Tag-The title tag on each page tells the search engines what your page is about. This should be 70 characters or less, including both the keyword that is the focus of your content and your business name.

Meta Description–The website’s Meta description informs search engines a little more about what each website is about. The human users also use this to better understand what the website is about and whether it is important. This should include the keyword, and provide ample information to inform the user about what the material is.

Subheadings–Subheadings not only allow the posts easy for users to understand, but they can also help improve the SEO. They can use H1, H2, and H3 tags to make search engines understand better what their material is about.
External Links–You can help search engines know more about your platform by creating external links or hyperlinks to other sites on your web. For example, you might connect to the product or service website in your blog post if you are writing a post about the importance of a particular product or service.

3. Off page SEO

Besides the on-page SEO elements managed by your company, there are also off-page SEO considerations that can affect your rating. While you have no direct control over these off-page variables, there are avenues you can improve your chances of making these factors function for you. (But more lately!)
Here are a few of the numerous off-page SEO considerations that may affect the search engine rankings:

Trust–Trust becomes an increasingly important element in the Google ranking of a website. This is how Google decides if you have a legitimate website that visitors can trust. One of the best ways to improve trust is through building quality backlinks from authoritative sources.

Links-Backlinks are one of the most common ways to build off-page SEO. Here you want to be careful as spamming sites are a quick and easy way to get your site banned from the search engines. Instead, take the time to build relationships with influencers and fans who create quality content and have their own content linked back to your site.

Social–Another significant factor for off-page SEO is social signals, such as likes and shares. You want to search for premium shares from influencers when it comes to improving the SEO. The more high-quality content you post, the more likely you are to get people to share the information with others.
Even though you don’t have direct control over what’s happening outside of your organization, you can increase your chances of improving off-page SEO simply by creating quality content that others will find worth.

The more relevant and interesting your content is, the more possible it will be for others to connect to and post your content on social media. The more people trust your content, the more people look for it.

White Hat VS Black Hat SEO

There are two different approaches when it comes to SEO that companies use to customize their pages for search engines-black hat vs. white hat SEO.

Some organizations are interested only in SEO so that they can quickly rank their content and make some money in the short term. Black hat SEO requires strategies that rely only on the search engines to maximize content.
This means that organizations do not consider the human visitors who will read and navigate the content of their sites. These organizations, to make a quick buck, will bend or break the rules to improve their site rankings.
Ultimately, this SEO approach produces pages that are often difficult for people to read and look like spam on a whole lot.
While the sites can rank higher than the properly configured pages, search engines also penalize or blacklist such sites very quickly.
Overall, this get-rich-quick approach to SEO ruins the organization’s chance to build a site that will be sustainable and capable of bringing in new leads for years to come.
White hat SEO, on the other hand, is an effective approach for optimizing your website for search engines and for building a sustainable online business. This search engine optimization approach involves focusing on the human audience who will click on and read the contents of the site.
The aim of this type of SEO is to produce the best possible content on a site that is easy to read and navigate, while also following the optimization rules of the search engine.
It’s important to note that while black hat SEO tactics may help you rank quickly, the search engines will eventually find out what you’re doing and penalize your site.

Conclusion

Since understanding more about what SEO is and how it operates, you can now work on making improvements to your blog to strengthen your SEO and increase the rankings on the results page for the search engine.
Note, there are many factors affecting your SEO rating but the most important thing to remember is whether the content is meaningful and applicable to your intended audience.
Keep in mind that it takes time for search engine optimization to work its magic. You are not going to experience the SEO advantages overnight. In fact, enjoying the results of your hard work may take months. However, following SEO best practices by creating quality content that focuses on helping your human visitors is the best way to build a sustainable online business that will continue to bring new organic site traffic for years to come.
Need help to build your SEO? If you’re not pleased with your search engine results, it might be time to call in a team at Atlanta SEO. The talented team at SHYFT marketing provides quality SEO services that will help improve your search engine rankings and make your website more relevant for organic traffic.

I hope you enjoy reading this blog post.

If you want my team at Shyft Digitally to help you get massive amounts of traffic, just book a call

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