Search engine optimization (SEO) means making a website more relevant to people using search engines. When someone types a query, the engine scans its index and returns results on Search Engine Results Pages (SERPs). Each engine uses its own ranking criteria, most of which are closely guarded.
What is SEO and how do search engines rank pages?
Ranking is a mix of relevance, accessibility, and usability. On-page signals tell engines what a page is about, while off-page signals tell them how the rest of the web views it. Both sides feed the algorithm.
Keywords
Keywords tell Google and Bing what your website covers, so using them well drives SEO success. Keywords also let you target a specific audience. A store selling “new bras,” for example, can target a landing page about lingerie instead of competing with major retailers for generic terms like “clothes.”
Finding keywords starts with audience and competitor research. This step surfaces the words and phrases people actually search, along with demand, competition, and commercial intent. Someone searching “Mailchimp guides,” for instance, already knows the brand and is looking for help at a later stage of the conversion journey.
On-page optimization
On-page optimization means placing relevant terms in page titles, headings, and body copy, adding related LSI keywords, and writing unique, keyword-optimized meta descriptions.
On-page SEO matters because search engines weigh multiple elements when ranking pages, and keywords are central to that mix. Google uses the data to decide whether content matches user intent. Other factors like PR and social media also help rankings, but on-page work is the part you control directly on the page.
Start with an audit and a competitive evaluation, then prioritize the fixes. Critical errors come first because their impact on quality and rankings is the largest. Borrow ideas from competitors to refine the page, then track any shifts in rankings over time.
Off-page optimization
SEO needs both on-page and off-page work. Off-page covers backlink building, social media promotion, and other signals from outside your own site, sometimes called “off-site SEO.”
Off-page work does more than lift domain authority. It builds an authoritative online presence, which can lift search rankings and pull in referral traffic. A reliable way to get there is publishing unique, engaging content that other sites want to share with their readers.
Google’s algorithm also weighs reviews, backlinks, and overall reputation when ranking a site. According to First Page Sage, off-page factors account for roughly 16% of the total ranking algorithm, which is why off-page SEO should grow exposure while building user trust.
Link building
More high-quality links tend to mean higher rankings on SERPs. Quality matters more than quantity, because Google penalizes sites that try to game the system by buying low-quality links.
A few proven link-building techniques build valuable inbound links and a stronger brand image. Sharing content within an industry, for instance, shows expertise and builds trust with potential clients.
A working link-building strategy grows the audience that reaches your site and lifts revenue. Start by listing sites or blogs that might be open to linking back, then reach out directly.
Related coverage
- SEO Explained: How Search Engines Rank Your Website
- How to Use Local SEO to Increase Your Website’s Visibility on Search Engines