What is SEO and How Does it Work
Jo Larsen
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Search Engine Optimization, more commonly known as SEO, is an intriguing and potentially powerful tool in your digital marketing strategy. Whether you’re just getting started in the world of digital marketing or already have some experience, understanding what SEO entails can help ensure that you maximize the potential of all your online campaigns.

From utilizing keyword research for crafting relevant content to optimizing meta tags for improving visibility on search giants like Google and Bing — there’s a lot to learn about this side of internet marketing. Let’s dive into the basics of SEO and what it does for businesses!

Since I started using SEO for my websites including JoLarsen.com, I have seen a dramatic increase in traffic and leads. The best part is that the increase has been consistent over time. With the right strategies in place, SEO can help you build a strong online presence, attract more visitors to your site, and generate more business.

It is an invaluable tool for anyone wanting to succeed in digital marketing. By staying up-to-date on the latest SEO trends, I have been able to maximize my website’s visibility and success.

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What Is SEO and How Does it work?

Search engine optimization (SEO) is an incredibly effective tool that can increase traffic to a website. SEO utilizes various techniques to improve a website’s search engine rankings, such as developing quality content, strategic keyword placement, and optimizing site navigation and design for web crawlers. 

Additionally, SEO monitors the ever-changing algorithms of the major search engines to understand when the first-page ranking is altered and plan accordingly. Through these strategies, SEO helps businesses—large and small—maintain visibility on the web so they can attract more attention than their competitors.

Search engines work by “crawling” the web, gathering information from websites and using that content to build a searchable index. SEO ensures that these engines are able to accurately categorize your page so it can be found when users type specific keywords into their searches.

Through optimized keywords, quality backlinks, and informative content, businesses can improve their SERP rankings and make sure their website is one of the first results shown when users search for them.

The bottom line: SEO is an essential component to any successful business’s digital strategy. With a well-structured, regularly updated website and customized content, businesses can ensure they capture more organic traffic and build their brand presence on the web.

How Is SEO Used?

SEO is optimizing a website’s visibility within search results to increase website traffic through organic means.

SEO is generally achieved by creating content that effectively uses keywords and other techniques to rank well in SERPs (Search Engine Results Pages), improving a website’s overall user experience, and enhancing topics related to the intent behind certain search queries. 

Although complex and ever-changing, SEO is essential to digital marketing strategies for businesses of all sizes and should be incorporated into any website development process. Additionally, leveraging analytics tools in combination with optimization efforts allows marketers to stay informed of web page performance and adjust accordingly to increase visibility over time further.

Who Uses SEO?

SEO is a powerful tool businesses use to increase their online visibility. It is an important method to draw attention and attract customers to websites. 

Many organizations, including small businesses and large corporations, have adopted this form of marketing to drive traffic to their websites and grow their customer base.

Additionally, freelancers specializing in copywriting and content creation can leverage SEO practices to help optimize the pages they write. 

An obvious yet overlooked segment of users is independent bloggers who use SEO techniques strategically to ensure that their content reaches the widest possible audience.

The prevalence of this form of marketing indicates its effectiveness at improving website visibility and connecting like-minded individuals and webpages that could also become valuable resources for them.

Basics of SEO
Basics of SEO

Why Does SEO focus on Google?

Google is the most popular search engine, with about 92% of the global market share. As a result, when it comes to SEO, people focus on optimizing for Google. Understanding how Google operates and the reasons behind it can be helpful.

What does Google want and Why it’s important for marketing

The main goal of Google is to give searchers the best possible search experience by quickly showing them the most relevant results based on their search term in the search results. The two essential components of this experience are the search term entered by the user and the resulting search output.

If you search for “best SEO tools,” Google can easily understand your query and provide a relevant webpage as the top result. This is considered a positive user experience as it’s expected that the user will be satisfied with the displayed page and click on it.

Effective SEO improves your website’s rankings for relevant keywords related to your business, products or services.

When Google has quickly processed a query and returned relevant websites as the top results, it gives its users a positive experience which will make them return to Google again. The more users who are satisfied with Google’s results, the better it is for Google in terms of market share and overall business. This encourages Google to put more emphasis on providing an optimized search experience.

By understanding how Google functions and the importance it places on user experience, marketers can create content tailored to what users are looking for which will give them a competitive edge in search engine rankings. This is why SEO has become such an important part of digital marketing and will continue to be so in the future.

5 Reasons Why Need SEO for Your Website
5 Reasons Why Need SEO for Your Website

Best Apps For SEO

Here are the top apps used for SEO:

Google Analytics 

Google Analytics is a powerful app that can help SEOs get the most out of their resources. It provides detailed insights into website traffic, enabling SEOs to make better decisions when targeting their audiences.

With rich features like event tracking and dynamic segmentation, Google Analytics empowers professionals to collect data more accurately and detect shifts in user behavior over time. 

The app also offers real-time reporting, which lets you quickly understand how website content or design changes affect visitor engagement. By leveraging the insights from Google Analytics, SEOs are better equipped to increase website traffic and maximize search engine rankings.

Yoast SEO 

Yoast SEO is an SEO app that can be used to enhance website visibility and reach. It provides a range of features, allowing users to optimize page titles and meta descriptions for better search engine results, create content for social media sites, analyze a website’s readability score, and generate an XML sitemap. 

Additionally, Yoast SEO permits the use of tuning tools to customize the URL structure of posts and pages on a website in order to maximize the impact of a site’s content.

It enables users to easily put into practice all the technical aspects necessary for developing a successful online presence while ensuring higher rankings with search engine marketing.

Expert Tip: I use the free version and it provides all I need.

Screaming Frog 

The Screaming Frog app is an efficient and reliable tool for optimizing websites for the search engine.

With features including optimizing crawl speed and resource usage, bulk exporting of key SEO elements such as page titles, meta descriptions, robots directives and headers, link structure assessment and analysis, and integration with Google Search Console. It’s quick to set up and easy to use straight out of the box. 

Not only that but it also provides you with a wealth of accurate data which can be easily interpreted, saving you valuable time when it comes to site optimization.

Moreover, the Spider Mode scans your website visually on all major platforms, such as desktop or mobile platforms, ensuring all your important SEO elements work perfectly across different devices.

Moz Pro 

Moz Pro is the perfect search engine optimization app for any business. It provides detailed guidance and analysis to help ensure you’re making the most of your SEO efforts.

From keyword research to site crawls, Moz Pro helps identify strategies and tactics to increase your company’s rankings in search engine results. With reports that are easy to understand and customize, getting started is a breeze. 

You can determine which keywords bring you the most visibility, or track competitor performance to stay ahead of the competition. With an intuitive dashboard system, Moz Pro lets you track all your progress in one place.

Whether you’re an established business looking for ways to stay at the top of rankings, or just starting out and needing some help getting noticed on the web, Moz Pro can help elevate your business.


Ahrefs is a comprehensive SEO app that provides its users with comprehensive insights into their website’s performance. It offers users a range of features, such as a keyword explorer, backlink checker, site auditor and content explorer, to monitor the progress of their page in search engine rankings.

The keyword explorer helps you find which keywords are the most effective for your current page position and the content explorer helps you identify topics that may be relevant to optimize search engine visibility.

In addition, the backlink checker allows you to track existing links from major websites and also shows any broken links so that you can quickly update them.

The site auditor feature then assesses your webpages for overall visibility, helping you improve your content in terms of technical SEO elements.

Overall, with these comprehensive SEO tools available within Ahrefs, it’s easy for users to discover what strategies could help them improve their rankings and increase website traffic.

YouTube video
SEO Basics with Ahrefs


BuzzSumo is an app that provides powerful insights into what is trending in SEO.

It includes a range of features to help you better understand your online presence, including tracking trending topics and keywords, finding influential bloggers, discovering new content opportunities, and analyzing competitors.

You can compare the performance of your content against those from others in your industry and use the app to find valuable opportunities to improve SEO results.

BuzzSumo allows you to research topics quickly and effectively, helping you stay ahead of the competition in SEO.


Semrush allows users to access a wealth of valuable data on their website’s traffic, keyword rankings, social media engagement, and backlinks, among other essential metrics. This information can then be used to optimize campaigns for better engagement, customer acquisition, and brand recognition.

Semrush can help take the headache out of collecting and analyzing the data needed to create effective campaigns. With over 50 marketing tools at your disposal, you can gain insights into more than 20 billion keywords and 800 million domains – and that’s just the tip of the iceberg.

With Semrush, you can unlock the secrets of your competitors, track your own performance, and truly understand your audience. Best of all, you can try it all out for free with the Semrush trial.


UberSuggest is an incredibly useful tool for SEO professionals, providing numerous features to aid in optimizing your website for better search engine performance. It starts by crawling your website and analyzing historical SEO data, then provides you with essential keyword metrics such as search volume, keyword difficulty score, and more.

UberSuggest also supplies targeted backlink suggestions to help building domain authority and boosting organic rankings. Furthermore, it offers real-time notifications of the Google algorithm so that you can plan ahead and stay ahead of the competition.

For professional SEO practitioners looking for a comprehensive solution, UberSuggest should be one of their top choices.


DeepCrawl is a comprehensive app that assists with website analysis and optimization for SEO. It offers an in-depth look at many aspects of any given website, such as indexation, usability and performance.

With a comprehensive report generated after every scan, DeepCrawl’s automated processes extract important data to help identify potential problems and track progress over time. It also has the ability to monitor specific pages or even entire categories or archives.

Moreover, this app makes sure content remains accessible on both the mobile-web and desktop configurations equally.

With its experience of crawling millions of sites for some of world’s leading brands, DeepCrawl is the ideal option for digital marketers who are looking for effective solutions for optimizing websites for SEO success.

Surfer SEO

Seo-Surfer SEO offers a powerful and efficient SEO app to simplify SEO work. It is an all-in-one solution for reliable, accurate, and comprehensive SEO data.

The app provides its users with insightful key metrics to help refine their website’s browseability. Tools such as keyword Research and Page Analysis allow users to quickly identify important ranking factors of website visibility and give recommendations on improving website pages for organic search engine rankings.

Other features of the app include Onsite Audit, Rank Tracking, Content Analysis, URL Optimization, and Site Comparison tools. With Seo-Surfer SEO app you can easily analyze your website performance with pinpoint accuracy in order to create winning strategies over your competitors.

These are some of the most popular apps used for SEO today, and each one can help you optimize your content and improve your website’s ranking in search results. With the right combination of tools, you can ensure that your site is performing its best. 

Expert Tip: If you don’t want to pay for the Surfer SEO subscription, you can purchase ad hoc surfer seo services online at Fiverr

YouTube video
Surfer SEO Explained in 3 minutes

Benefits Of SEO

Let’s check out the benefits of SEO:

Increased Traffic

SEO helps increase your website’s visibility and drive more organic traffic from search engine users. As you optimize your pages for higher rankings, the number of visitors to your site will slowly increase over time.

Brand Awareness

SEO also allows businesses to build a brand presence and become more visible online. As more people start seeing your website in search results, they will become more familiar with what you offer and will likely visit again.

Cost Savings

SEO is a cost-effective way to get more visitors than traditional methods such as print advertising or television commercials. Search engine optimization requires minimal upfront costs, and the return on investment is much higher than other marketing efforts.

Long-term Results

SEO provides long-term benefits that often pay off months or even years after implementation. Your website will have a steady stream of organic traffic if you maintain your SEO practices and stay up to date with the latest trends.

Increased Conversion Rates

SEO can also help to improve the conversion rate of your website, as a higher ranking in search results will lead to more people clicking and eventually taking action on your site. This could be anything from purchasing to signing up for an email list. 

More Targeted Traffic

SEO helps to bring more relevant, targeted users to your website via search engines. When people search for specific keywords related to your business, they’re likely to be further down the conversion funnel and more likely to take action on your site. 

 Improved User Experience

Good SEO practices can help improve the user experience of a website by making it easier to navigate and more visually appealing. This can lead to increased engagement with the site and better overall rankings in the search engines results. 

These are just a few of the many benefits that SEO can bring to your business. By optimizing your website for search engines, you can expect to see an improved online presence and increased organic traffic that can bring more leads and customers. SEO is essential for any business to succeed in today’s digital world, so make sure you take advantage of it and reap the rewards. 

By implementing SEO tactics such as keyword research, content optimization and link building, you can significantly increase your online visibility and start to see improved results over time.


Search Engine Optimization is the practice of optimizing a website so as to increase its rank in th search engines results. SEO can be divided into two main categories: on-page SEO and off-page SEO.

On-page SEO refers to factors that have an effect on your website’s listing in organic search results, such as title tags, meta descriptions, and anchor text.

Off-page SEO comprises of other elements not directly under your control, such as backlinks from other websites and social media engagement. A solid SEO strategy should make use of both on-page and off-page optimization techniques in order to be effective for search engines.

Do you need help with developing an optimized website? Our team at [insert company name] would be more than happy to assist you – contact us today for a free consultation!

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