Are you just beginning your search engine optimization journey? You may have been told that SEO can drive more visitors to your site and improve your rankings, but you’re unsure what it does or what areas you should focus on? You’re in the right spot. Find out what every digital marketing professional should be aware of how SEO works.

Defining Search Engine Optimization (SEO)

Let’s begin by asking an obvious question: what is SEO? The answer is simple: SEO refers to ‘Search Engine Optimization. This involves gaining visitors from search engines’ organic, free or editorial results. It is designed to increase your site’s ranking on the search results pages. Remember that the higher the website’s ranking and the more visitors can see it.

  • SEO is a variety of processes, like:
  • Finding relevant keywords that have good search engine traffic potential
  • Producing quality, helpful content that is of high quality as well as optimizing the content for SEO, as well as for the users
  • In addition, we provide relevant links from top-quality websites.
  • The measurement of the results

Today, SEO is considered an essential part of marketing.

The Differences Between Organic and Paid Searches

In the beginning, it is essential to know the difference between an organic and natural search associated with SEO and paid searches. There are five significant distinctions:


The primary differentiator is that paid results are displayed in the upper part of the search results pages. In contrast, organic results are listed below them.


Another significant distinction between organic and paid search is the time. In the case of paid search, you will get close to immediate results, often in minutes. In contrast, results take longer, typically weeks, months, and even years, when you search organically. Therefore, you must play the long-term and medium-term game using organic search.


As the name implies, the traffic from paid search is paid in the case of paying. Pay-per-click (PPC) on a cost-per-click (CPC) system. Each time a user clicks your advertisement, you pay a fee instead of relying on organic traffic to your site and buying traffic. You can purchase visitors to your website by paying Google to show your ads when visitors perform an internet search using your search term. Organic search is not expensive. However, it requires both time and resources.


ROI, also known as return on investment, is more straightforward to calculate using paid search. This is because Google gives you more information about keywords which you can collect within Google Analytics. However, ROI can stagnate or decrease with paid search as time passes. In the case of natural search results, the ROI can be somewhat more difficult to gauge, but it usually improves with time. Over the long-term organic search could provide excellent returns on investments.

Traffic Share

Concerning the percentage of traffic, approximately 20%-30 percent of people use paid search results, and 70 to 80 percent of users are clicking on results from SEO. The majority of clicks go to organic search results.

Similarities Between Organic and Paid Searches

It’s not just about the differences; There are many similarities between organic and paid search results:

Keyword Research: 

You utilize a website for organic and paid search, and both require users to input a keyword. Therefore, you must conduct keyword research to aid organic and paid searches.

Landing Pages:

Both types of searches require that you create landing pages. Your landing page needs to be linked to your site for SEO, your landing page. In the case of the paid-for search option, this may be the identical landing page you have to search organically. Or it could be a separate standalone page that is a part of your site.


Making traffic the primary goal of both organic and paid search. The most important thing is that organic and paid traffic is based on user intent. This means that if the person is asking Google for an inquiry or searching for information. They are engaged, and, as a result, they will be more inclined to act when they discover this information.

Three Elements of SEO

As a digital marketing professional, making your website, brand, or company noticed by search engines is essential. Knowing how SEO changes keeps you most effective. Although SEO is constantly changing in small ways, its core concepts don’t. We can divide SEO into three fundamental elements or pillars you should be aware of and implement frequently:

Technical Optimization 

Technical Optimization refers to carrying out activities on your website designed to boost SEO but not tied to content. It usually happens in the background.

On-Page Optimizing 

On-Page Optimization ensures that the website’s content is valuable and offers the best user experience. It involves focusing on the appropriate keywords within your content. This is done using an online content management system. The most common examples of these systems are WordPress, Wix, Drupal, Joomla, Magento, Shopify, and Expression Engine.

Off-Page Optimizing 

Off-Page Optimization refers to increasing the rankings of your site’s search engines by engaging in activities that are not related to the website. This is driven mainly by backlinks that aid in building your site’s reputation.

How Search Engine Works?

Search engines are utilized by users who have a problem and are looking on the internet for answers. It can be described as computer-based programs which scan for clues that will give users precisely what they are seeking. Search engines use algorithms to discover websites and choose those ranking for the specific search term. There are three stages to the process of search engines, including crawling. This is called the stage of discovery and indexing, filing, and finally, ranking, which is the stage of retrieval.

Step 1: Crawling

First step: is to crawl. Search engines send web crawlers to search for new websites and record their information. We often refer to these web crawlers as “spiders” or “robots.” Their goal is to find new available websites and periodically examine the content of pages they’ve previously visited to determine how they’ve changed or modified.

Search engines crawl websites through links they’ve found. For instance, if you’ve written blog posts linked to your homepage, once a web search engine scans your site, it will look for a different link and then click on the link to your latest blog article.

Step 2: Indexing

The third step is to index. Indexing happens when a search engine determines which algorithms plan to utilize the content it has visited. If a page crawled consider worthy by a machine, it will included in its database. This index use at the end of the ranking process. When a page on the internet or content item indexed, the content archived and saved in a database to later retrieved. Most web pages with unique valuable content inserted in the index. The web page may not included in the index when

  • Its content deemed duplicate
  • Its content thought to be of as spammy or low-value
  • It can’t crawled.
  • The site or page did not have hyperlinks to other websites.

Step 3: Ranking

The third step is the most crucial, and that’s the process of ranking. The ranking only possible when the indexing and crawling techniques are completed. Once an engine crawl and indexes your site, the site will rank.

Search engines employ over 200 ranking signals to classify and rank websites. All fall under the three SEO pillars: technical optimization, on-page optimization, and off-page optimization. A few examples of the signals search engines utilize to rank web pages include:

Keywords in the title tag

If the keyword or synonym was included on the page or in the title tag.

Speed of loading on the web page

Determines if the page loads fast and is mobile-friendly.

Website reputation

Whether the website and web page consider to be reliable for the subject.

Results of Ranking and Ordering

Google’s principal algorithm for searching is known as Google Hummingbird. It is the one who decides the order in which to display the results of search engines.

Google also offers a machine learning sub-algorithm for search engines called RankBrain:

  • Suppose RankBrain detects a word or phrase that not experienced. In that case, the program uses artificial intelligence to make sense of it better by linking it with similar search queries.
  • It lets Google recognize the queries it receives by turning keywords into well-known topics and concepts. Which will give more relevant results from search engines even when you are searching for something that isn’t common.
  • Instead of attempting to produce the best result for optimizing keywords, RankBrain rewards websites that give satisfaction to users and provide the results that users expect.

Making the Most of RankBrain

A practical SEO approach improves your site’s performance to increase user satisfaction and experience and make the most value from RankingBrain’s ranking feature.

The three most effective methods to achieve this are:

  • Optimize your website for medium-tail keywords (critical phrases between two and three terms).
  • Optimize the page’s title and description to attract clicks. When someone search your page, it will more likely to clicked. The click-through rate is the proportion of visitors who find your page on Google and go on and visit your site.
  • Optimize your content for a higher duration of stay (the amount of time that users are at the site). And reduce bounce rate (the percent of users who leave after viewing a single page).

Keep in mind that Google’s top three ranking factors include:

  • Links
  • Content
  • RankBrain

Setting SEO Goals

The setting of SEO objectives is an essential component of every SEO strategy. It is crucial to establish SEO goals and how SEO Works be sure that they are in line with your business goals overall as follows:

  • They promote buy-in from the critical participants.
  • They assist you in forming an SEO strategy.
  • They make sure the goals.

What should you be measuring?

It can be an overwhelming task to establish goals. Measuring them will assist you in advancing your SEO over the long run. So, what kinds of things you suppose to measure?

Think about the following:

  • Keywords
  • Traffic
  • Market share
  • Brand recognition
  • Lead generation
  • Reputation
  • E-commerce

Set Objectives for Various Types of Companies

The purpose of your goals will depend upon whether your company is informational or transactional.

Suppose your company is transactional, and you’ve got an e-commerce component. In that case, it is vital to establish your goals to track sales and lead conversions. But, if you’re a commercial website that isn’t eCommerce, you should focus on lead generation.

If your company is informational, you’re more likely to establish goals that focus on brand recognition or web traffic.

Remember, SEO never finish, even after successfully implementing an SEO plan. When it comes to SEO, you may require a change in tactics at any point or play a long game and then wait for the results to show. However, with an established SEO foundation in place – with patience- the advantages of an SEO strategy will become evident. And lead to an improved customer experience and excellent sales for your business.