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How Does SEO Work?

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Before we get into the ins and outs of how SEO works, and what you can do to improve yours, it’s essential to consider why businesses invest in boosting their SEO at all. That is to say, what are the values and benefits of effective SEO. [If you’re still a newbie, check out Basics of SEO Explained]

There are many benefits, and they all revolve around one major factor – making sure that the right people can find your business when they do an online search for it. The right people are the folks that have a genuine interest in the product or service you are offering or to it another way; quality customer leads that are likely to convert into sales. Of course, this leads us to our first two benefits: more customers and better conversion rates.

SEO – or search engine optimization carries additional benefits, such as giving you an advantage over the competition. A more effectively optimized website can make the difference between a customer finding you or going to your competition.

Lastly, when it comes to the advantages of SEO, don’t forget that it can also help you build better brand awareness. This occurs because postal customers are much more likely to trust brands that appear on the first page of the SERPs results. Something that makes sure your brand is known as a leader in your field, and should, in turn, help you make those all-important conversions a lot more easily.

Of course, all these benefits demonstrates why SEO is so important, and why a full SEO audit by an internet marketing agency is a smart idea. After all, who wouldn’t want a detailed analysis of your site’s SEO opportunities? Along with a prioritized list of recommendations for improvement?

Now you know all about the benefits of SEO, it’s time to find out how it works. A topic you can read all about below.


One way to better understand backlinks is to view them as endorsements. That is, if another site links to yours, they are demonstrating that they think your content marketing is valuable. Something that allows the indexing algorithms to notice your site better, and so help you climb that SEO ranking.

There are useful and not so valuable types of backlinks to consider. The first is known as a dofollow backlink, and these, for the most part, are the ones you want to boost your site’s SEO. The reason is that they are signposted for search engines to pick up.

However, not all dofollow backlinks are created equal. Unfortunately, there can be some dofollows that don’t do a lot of good for your site’s SEO. These are known as toxic backlinks – links to sites that are not secure, are suspicious, or otherwise go against the rules of the search engines service. Sadly, if your site links to these, it can hurt your SEO placement rather than help it. Although by using backlink monitoring tools, you can identify and get such links removed.

Also when it comes to dofollow backlinks remember that quality matters. We can use our endorsement analogy again here. For example, if you have a product that you are trying to sell, getting an expert in your field to endorse it is likely to provide more credibility than if you just picked someone off the street. Similarly, if your site links to other reputable and popular sites, the search engine holograms will see it as more credible and so move up your placements.

The other type of backlink is known as a nonfollows, and is of little use for SEO improvement. The good news is that you can do several things to encourage quality dofollow backlinks to your site. These include choosing the right format for your posts, with infographics and posts with embedding videos doing remarkably well. It is also often helpful to take a look at what your competitors that have a high SEO rank are doing.

The good news is that you can get some help with your backlinking from an internet marketing agency like Auden Digital who will use SEMRush to analyze your competitors and help you create the most effective content that is rich with SEO keywords and terms.

Technical SEO

Technical SEO is all about indexing your site effectively, that is making sure it has the infrastructure that gets it seen by the SEO algorithms.

Three main things factor into ranking, and when improved, they can help maximize your technical SEO. These include making sure your site has the fastest possible loading time, that it has a secure connection, and that it features a responsive design—all of which you can find out about in detail below.

A fast loading time

It’s not too challenging to speed up the loading time of your site and so boost your technical SEO. However, there is more than one option to consider here. The first is to check that your images files are at the smallest setting (while still looking good). You can also swap from using multiple CSS stylesheets to one. Additionally do not forget that choosing a provider that offers fast DNS, and fast hosting will also boost your site’s lodging time.

Finally, you may also wish to consider using AMP HTML code. The reason is that it can increase the loading speed of content on mobile devices. Something that means people are likely to stay on your site longer and consume and share more your content.

A secure connection

When it comes to creating a more secure connection to your site, remember that you must have an https:// URL. Google has openly stated that they will rank https:// sites over ‘http:// ones. To that end be sure to get an SSL certificate on your website if you want your SEO to be as effective as possible.

A responsive design

Finally, remember that Google prioritizes sites that load on mobile devices. To use this to your advantage, you need to make sure that your site includes responsive design. That is, it can automatically detect and change depending on the device on which it is being used.


You have probably already searched for a term and had a rich snippet pop up, as well as all the most relevant pages. Of course, because the rich snippet is concise and clear, and is at the top of the results page, it is a position that is seen immediately by anyone running a search on associated terms.

This position comes even before rank #1 on Google, so it is often referred to as position zero. The great news is that you can increase your chances of ranking in position #zero by using Schema Markup to highlight useful information.

First of all, before you can use Schema you need to that is a type of HTML markup. That means it can be used very easily to improve your site. You can even copy and paste the relevant parts into the bits of code you want to be highlighted. It’s free too, visit for more information.

The best way to use Schema is to ensure you select the right kind of HTML markup for the information you are presenting. For example, there are different kinds of HTML markup for a range of information, such as :

  • Articles
  • TV, movie and book reviews and ratings
  • Products – cost, availability, image, descriptions
  • Local businesses
  • Software applications
  • Restaurants
  • Cinema listings
  • Event information – times, locations, and directions

Using the right kind of Schema means your information will be displayed in a manner that is most useful to customers.

Lastly, when it comes to getting the most out of a scheme be sure to apply it to as much relevant data as possible, this will increase the chances of that much sought after zero- position. Also once you have completed, the code portion of this task be sure to request a recrawl of your site. This is the fastest way for search engines to pick up on the chances and will help you to see results in your SEO much quicker too.

On-page/off-page SEO

Keyword volume is no longer what will get your page ranked. Things are much more complicated than that because search engines prioritized pages on how well they meet user’s requirements.

Luckily, you can demonstrate how well your page meets the requirements of the user by using both on and off-page SEO.

What is On-Page SEO?

On-page SEO is all about the actions that you take on your page/site to maximize your search engine rank. Yes, this does include keywords (but perhaps not in the way you think) as well as many additional factors such as ALT text, title tags, and meta descriptions.

For example, when it comes to keywords, the trend for SEO has had to shift in line with how users perform searches. To that end, long-tail keywords are much more useful for SEO in 2020, because they mimic the ways people search for answers for specific questions, and also how they use voice searches.

What is Off-Page SEO?

If you want the best results, it’s also essential to master off-page SEO. Off-page, SEO is all the things you can do to boost your rankings that happen off of your site. In fact, we have discussed a part of this process before, in the backlinks section, as these are one of the most vital forms of off-page SEO.

Additionally, you can use other techniques such as social media promotion of your site, and choosing a reputable domain authority. That is one with a high grade that demonstrates your site is authentic and trustworthy to the SEO bots. Therefore, like all the other effective strategies here, maximizing your sites’ potential to get noticed and ranked as highly as possible.

Of course, if you need some additional help executing these tactics and making sure your site consistently appears in searchers in front of the right people, using an internet marketing agency with a Full-Service SEO can make all the difference. After all, SEO can be tricky and is an ever-changing landscape, so doesn’t it make sense to get expert help for something that could essential make or break your business?

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© Copyright 2021 Auden Digital, LLC. All Rights Reserved.