What SEO Is and How It Works

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If you have a website or an online business, you may have heard the term “SEO” being thrown around. But what exactly is SEO, and why is it so important? Here’s how it works.

What SEO Is

SEO, or search engine optimization, is the process of improving a website’s visibility and ranking on search engine results pages (SERPs). It aims to increase organic — unpaid — traffic from search engines like Google, Bing, and Yahoo. When users search for specific keywords or phrases related to your business, you want your website to be at the top of the results or at least on the first page. This is where SEO comes into play.

How SEO Works

Search engines use complex algorithms to determine the relevance and quality of websites, ultimately deciding their ranking. SEO works by optimizing various aspects of your website, such as its content, structure, and backlinks, to meet these algorithms’ criteria. By making your website more search-engine-friendly, you increase your chances of ranking higher and attracting more visitors.

On-Page vs. Off-Page

To better understand how SEO works, let’s break it down into two main components: on-page optimization and off-page optimization. On-page optimization involves optimizing elements on your website, such as your page titles, meta descriptions, and keywords within your content. This ensures that search engines can easily understand and categorize your website.

Off-page optimization, on the other hand, focuses on establishing your website’s credibility and authority through external factors. This primarily includes acquiring quality backlinks from other reputable websites, social media presence, and influencer endorsements. These factors indicate to search engines that your website is trustworthy and relevant to users.


Ultimately, SEO’s goal is to increase visibility and drive targeted traffic that converts into customers or leads. By understanding how search engines work and adapting your website accordingly, you can attract the right audience and increase your chances of achieving business growth and success.

If you want to take your SEO strategy to the next level, partner with Tolbert Marketing & Events. Our team of digital marketing experts can help you optimize your website, conduct keyword research, and implement effective SEO strategies tailored to your specific goals. Contact us today for a consultation, and let us drive your website to the top of search engine results.

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