If you are planning to embark on a successful internet marketing campaign then you need to learn how SEO works. SEO stands for search engine optimisation. This means optimizing the website for the search engines, specifically Google, so that it will appear higher up when someone searches for a particular keyword. The more relevant your website is to the search you’re searching for the better the chances are of it appearing near the top of the results. SEO is a complex process, however, which takes time to learn and master.


Search engine optimisation is the technique of enhancing the quantity and quality of site traffic to either a specific web page or a site. SEO targets unpaid visitors rather than paying visitors or direct traffic. Search engines like Google rely on a number of factors when determining the relevance of a page to a keyword search query, one of these is how many times the keyword appears on the page. For example, if you search for the term “motor insurance” in Google you will see the biggest number of sites which contain the keyword as their main keyword, whereas if you search for “vehicle insurance” Google will return a smaller number of sites.

Therefore, in order to rank highly for a particular term, a site needs to have as many relevant links as possible pointing at it. Links are important because they increase the likelihood that a search engine will pick up the site. However, this is where seo begins to become complicated. It’s relatively easy to buy backlinks from other sites which can artificially inflate the ranking of your own website, however there’s no denying that this isn’t necessarily the best SEO strategy. An effective and realistic approach to SEO is learning how search engines work and then using that knowledge to your advantage.

SEO works by getting your website indexed into the search engine’s index. This is done through the process known as search engine optimisation (SEO), which involves making sure that your website is as relevant to the target audience as possible. This will then lead to natural organic results being shown in the search engine’s index, which is generally what you’re looking for. However, this is only the half of SEO, as the other half, known as link popularity, also factors in.

Link popularity refers to the number of links that point at your site, leading back to your homepage. Of course, the quality does matter here – the higher the quality of the links that point at your site, the better your SEO will be. The quality of the links used here plays a big part in search engines deciding where your site will appear in search results. So how do SEO experts ensure that their websites to get quality backlinks? They employ techniques such as on-page seo, off-page seo and social seo.

On-page SEO is all about getting your website’s inner workings indexed so that the various search engines can pick it up. Some examples of this would be adding new pages to the existing website or changing the meta tags, keywords and title tags to make the page look different. Off-page SEO, meanwhile, is all about making the right SEO decisions from a marketing point of view, such as building links to your site from relevant sources and using the appropriate coding. Finally, social media accounts and forums also affect rankings, so how they’re promoting can have an impact on your SEO rankings too.

What Is SEO? And How Does SEO Experts Measuring It?