What exactly is SEO and how does it work?

What exactly is SEO and how does it work?

January 30, 2024

Search engine optimisation is the invisible helping hand that can help a business generate more sales. It is the reason businesses appear in the order they do within what’s called organic results.

It often involves a battle of SEO consultants behind the scenes, working for various different companies, competing constantly to get their clients to the top of Google’s results.

For some businesses, it’s make or break. A company at the top can thrive, gaining the majority of the organic clicks; the businesses just at the bottom or slightly off the top 10 results may struggle.


Its not easy

To rise Google’s ranks is not as easy as it seems. You might think that by saying that, it sounds like a business making the process longer and making it seem harder for its monetary gain.

Those marketing agencies are out there, yet a lot are not like this.

SEO involves optimising ranking factors for a business to gain more organic traffic. There are over 200 various ranking factors, so SEO agencies constantly battle to improve these. As you improve yours businesses say backlinks, you can bet your direct competitors are doing the same. It can feel like you are always playing catch-up, but that’s just how it works.


Technical SEO- How does this work?

Your website is a bit like a library; it’s main purpose, sure is to sell products and services; that’s its overarching aim.
But a website has to be more than this; it has to offer a wealth of helpful free advice. This is why when you go on the top solicitor practices websites, their top lawyers may charge over 1000 p/h to offer their advice. Yet they still write comprehensive long blog posts, offering free advice; why is this so?

Why do so many businesses offer so much free advice, by writing blog posts, creating pages and white papers?

Well, Google uses “E-EAT” to determine which businesses should rank where in the organic results.

Google’s algorithm uses Googlebot to crawl and index the website. So, it is up to SEO agencies to ensure the website can be crawled and indexed.


This means improving the business’s technical SEO.

Technical SEO involves improving the following:
• Improving how fast the company website is
• Improving mobile usability
• Working out what might be causing a high bounce rate
• Working out what could be causing indexation issues
• Fixing broken links
• Re-direction, 301 redirects, to ensure link equity is not lost, and much more.


On-page optimisation

Content marketing offers your customers the helpful advice they need to determine which item or service is best for them to buy. Each page on your website must be well written, and the author should understand how to optimise a page using Google E-EAT. On top of that, the on-page SEO would be good.

So, how can you improve a business’s onsite SEO?

– Adding well-written meta titles and descriptions to improve companies CTR
– Adding alt text
– Adding quality content marketing
– Adding URL extensions which describe that page products or services
– And much more

As we mentioned earlier, Google now uses Google E-EAT to determine where a business should rank in the SERPs.
And part of Google E-EAT is working out how authoritative the website is. One of the main ways the algorithm works out how authoritative a website is is via backlinks.

If your website has quality backlinks and a lot of them, then this can often massively improve your business’s SEO.

So, let’s recap, what are the three main ways that search engines work:



Google uses something called Googlebot, which is a bot which reads pages and blog posts. Its primary purpose is to discover new pages and tell the algorithm that new content marketing has been added to the website.

This helps with relevance as if your business is regularly adding blog posts to do with search engine optimisation, then this is likely one of the services the company offers.

However, if Googlebot also spots changes made to say old pages or blog posts. For example, a product description may change, then the page will get recrawled and indexed to make sure the latest version of that product or service has been indexed.
Different businesses are allocated different crawl budgets, so websites such as the BBC could get crawled once a day, every day.

A local coffee shop, let’s say they don’t make too many changes to their website, let’s say possibly only once a year they add a blog post, that website is likely to get crawled much less often by Googlebot.



So, some businesses think all new pages that are added to the company website, such as a blog post, will automatically get indexed and appear in Google’s index. However, sometimes, this is not so; some pages/blog posts don’t appear in Googles results because the page might be deemed by Googles algorithm as too lower quality.

When you think millions upon millions of new pages are created by businesses on a daily basis. There will be some that are super helpful, yet some which are just not. So Google has filters; remember the old saying “sorting the chaff from the wheat”- this is true here.

Google only wants quality pages in its index, so it will only add well-written and high-quality pages will appear in Googles organic results.



So, after you have been a super busy bee and completed all of that SEO work, improving your website onsite and offsite seo and creating new content marketing, then its time to check where your business ranks.

Use Google Search Console to track where your website ranks for specific keywords. Your company should climb the ranks as you gradually start to improve your business’s organic search engine optimisation.


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