How SEO Works – The Ultimate Guide

What Is SEO / Search Engine Optimization?

A Search engine is like e-consultancy that helps users/customers to learn about your content. Search Engine Optimization helps search engine to identify and display content. We can also say that it is like a hub for Digital Marketers. It’s a big resources of traffic for ecommerce sites also.  Few search engines which are available for users are Google, Yahoo!, and Bing etc. In this article “How SEO Works – The Ultimate Guide” you will learn what is SEO, Why it is important, How it works and categories of SEO.

What is SEO

Below mentioned points will help you to understand what is SEO.

  1. Search engine optimization is the process of increasing the traffic to a website from Search Engines. SEO is an organic method (Unpaid method) to increase the traffic of a website. We can say that you can get free traffic to your website with SEO.
  2. It is one of the most used tools in Digital Marketing. Search engine Optimization is all about showing your website on the top when someone searches with particular keywords related to your product/Service on search engine.
  3. SEO is the process of optimizing the content of Website or we can say optimizing website so that its content should be easily accessible for users searching for a particular thing that is relevant to your website.
  4. Being a business owner or entrepreneur one should have a website to benefit their users/Customers and optimization should be done to make the user/Customers experience better.

Use of SEO

If you do not have a website then you can create it with the help of WordPress because it is the simplest, most popular way to create your own website.

Content and Subject keyword plays a big roll in SEO. But you need complete knowledge and skills present your Brand/Product or Service in such a manner that it can attract people. Expert training module about SEO can help you to build such skills.

Language is also not a bar for SEO as content can be provided or retrieved in any of your favorite language like English, Hindi, Punjabi, Urdu, and Bengali etc.

Higher ranking of website on search engine means high probability of lead generation and prospecting for a Business.

If you want to rank your website in Google or want to know about secrets to rank your website on Google’s top 10 then I would say it is possible only by learning each and everything about SEO.

You can learn about SEO by attending the SEO Training course by Digital Marketing training institute. Most of the Institutes prefer live training and provide modules in the form of PPT and PDF also. You can download learning content online free of cost.

WHY SEO is Important?

Why SEO is Important

This question can come into your mind while learning about SEO “Why SEO is important?”. So you must know the answer of this question.

SEO is a one of the top Most element of digital marketing, Now days due to high competition it is getting difficult for people to sell there product/Service. To sell a product/Service it is important that people should know about your product/Service and its content.

Everyday Billions of People are using search engine to find out information about products/Services that they required. It is the prime source of digital traffic for Business owners. It also complements rest of the Digital marketing channels.

User’s traffic generated thru SEO can be transformed as customers. So we can say that SEO is the best marketing tool if you want to grow your business without spending any cost.

Those who are looking for Jobs can attend course online or can join an Institute or Academy by paying fees to get certification and placement as now days many institutes have prepared special programs from SEO teaching.

Who all can learn from this peace of writing?

  • Do you own, promote, Direct or uphold online content through Search Engine? If yes then this article is meaningful for you.
  • If you want to have complete information about the SEO basics then you at right place.

How SEO works?

How SEO Works

When you visit any search engine (Like Google, Yahoo!, Bing etc) to type your query into a box it gives you reply with a list of links of Websites/web pages where suitable answers related to your query are available.

It’s important to know that Google is responsible for the majority of the search engine traffic in the world. This may vary from one industry to another.

It’s likely that Google is the dominant player in the search results that your business or website would want to show up in, but the best practices outlined in this guide PDF will help you to position your site and its content to rank in other search engines as well.

For example if someone wants to know about nearest institute of SEO training then he/she will type “SEO training institute near me” so now search engine will revert with the most valuable institutes which are located near to the user.

Being an owner of the training institute here SEO will play a vital role to give information about your institute to that particular user.

  • So how does Google determine which pages to return in response to what people search for?
  • How do you get all of this valuable traffic to your site?
  • Have you ever thought that how all this happens?

I’m sure now these questions are running in your mind, don’t worry you will get the answer here. In this article step by step we have explained that How Search Engine Works.

We have also designed online courses and live trainings for practical knowledge about SEO working by covering all the relevant topics in our syllabus.

Search engines have three primary functions:

  • Crawling
  • Indexing
  • Ranking

We have explained all the Functions below so that you can understand it properly.



The process when Search engine send bots to Web Pages to collect information about all the content available on the Internet and bots (Robots) read the pages and bring the information back to the search engine to build an index is called Crawling.

Crawling is the first step where a search engine recognizes your page or we can say that Getting crawled means is that Search Engine has recognized your page.

The content which is collected thru Crawling can be in the form of webpage, Image, Video, PDF, etc. Content is discovered by links/URLs. But Even If your Web page is crawled it is not sure that your page will be indexed or will be found.


When data is collected thru Crawling next step is Indexing. Process of storing and organizing the data collected during Crawling is called Indexing. When a page is indexed then it is ready to be displayed as a result to relevant query.

One important point – It is not mandatory that each site which is crawled will get indexed but each site which gets indexed is crawled.

If search engine finds a web page/site worthy, then it will be indexed.

How Search Engines Decide What to Index?


This is the real point everyone should know. In the Indexing process a Search engine like Google will index the content which is new & fresh and which will improve the experience of user who is visiting Google for a query.

Search engine will provide the most relevant websites for a particular query/Search. If someone tries to use the content which is already available on search engine then it will not index your content. So it is advised to stay away from duplicate content.

If your content is unique, better and provides valuable information and can given better experience to visitors of search engine then search engine will index and rank your site.



Next and last function after Crawling and Indexing is ranking. Ranking is a process how your page should be found in search engine when a user type any query for search.

When a Search engine user performs a search then search engine looks into the indexed data for most relevant content and orders that content so that it can solving the query of searcher.

In this activity different –different sites appear in a list in front of searcher as per relevance of its content. This process is called ranking.

Ranking is done by evaluating various factors by Search Engine, this makes the entire business of SEO.  Today everyone wants his website to rank 1st in Google.

Top Ranking Factors in SEO

So we can say that the higher quality of content of your page leads to the better ranking in Search Engine.

Categories of SEO

There are two main categories of SEO:

Categories of SEO

  • On-page SEO
  • Off-page SEO

On-Page SEO

On-page SEO is concerned with all of the ranking factors of Search Engine

which they decide by looking directly at your page that you are trying to optimize. It concludes headlines, content, and structure of page.

On-Page SEO

There are three Sub categories of on-page SEO

  • Content
  • HTML
  • Architecture

The first and most Content is Kingimportant is content. You must have heard this quote “Content is king.

While visiting a search engine visitor feels good if he finds that results are fulfilling his need in the best way.

When you are searching for a particular thing then search engine try its best to give you the best output/Result it has. We can say that Search Engine always give you the most excellent experience by providing you to the supreme content it can discover.

If you want to get maximum output through SEO then you should have excellent content.

There are few factors which can help you to recognize as the best content on search engine. Quality, Keyword research, Use of keywords, freshness of content, straight answers


Content ‘s Quality is one of the key factors in Content writing, writing quality content is not so easy. You can follow below tips to write quality content.

  • You have to act like a Good Teacher while writing content.
  • If you do not own any Idea then read the content which other people have created. We can call it content discovery. You can also take help of other sources like eBooks, Books, Newspaper articles etc.
  • You need to make your content unique, Better, Long, Detailed and Valuable.
  • Use a convincing headline to start your content.
  • Main thing is that your content should be able to provide value to its readers/Viewers.
  • Keep looking at the reviews of your content because it will always provide you scope of improvement.
  • You can also attend content building tutorials or workshop.
  • Template of the content should be eye-catching.
Keyword research

Research of keywords is an important part of great content. You should choose your keywords (That you are going to use as headline or through the article) before starting the writing content.

Keyword Research

There are many tools available online which can help you for Keyword research. If you are not familiar with Keyword research then you should spend time for learning it because it’s very crucial.

Use of keywords & Selection of Keyword

What is the Importance of Keyword Research

Keywords should be used wisely because if you are using the keyword thought-out the content then it is not going to help you to improve your ranking rather can destroy it.

Keywords helps Search engine to recognize your content for a particular search so keyword should be part of important places like headlines, URL, and meta description. In text part keywords should be used only when it is required.

We can say that Keywords are like central Idea of any content. It reflects what your site or content is about. The best SEOs continuously do keyword research.

They keep evaluating whether existing keywords of the content are making sense or not, If not they keep trying to fit the best ones to boost the ranking on search engine.

Now question may arise that how can we find the keywords that:

  • Should not be too competitive
  • Appropriate for your business
  • Provide sufficient traffic

Here is the answer:-
Focus on the search intention rather than keyword. Instead of keeping eye on the keyword what people are typing in, you should try to identify their intention what the are searching for.

Freshness of content

Posting new/fresh content will help you to increase your ranking. You should also keep updating your existing content on search engine.

Straight answers

Your content should be crisp and clear and to the point because it will help the search engine to recognize it easily to answer a query. So it will help to increase your ranking.


HTML is the second Category of on-page SEO. To run an online business you have to learn the basics of HTML. There are many organizations which can teach you about HTML.

We can divide HTML working in below parts which should be used to optimize your content.


Title tag

Title tag is the main headline that shows in the tab of your browser when you open a new page. These headlines are clickable for a given result, important for usability and used for social sharing.

It should be accurate and short description of a page’s content. Do not think Title Tag as the Primary Headline of your page, Headline of your page is the H1 or H2 elements of HTML. Title tag is what you see on the top of your browser.

Example of Title Tag:-

Title Tag

Meta description

It is a kind of Sub heading that provides a brief summary of a web page. Search engines display the Meta description in search results, it can affect click-through rates of a site.

While writing Meta Description you should keep the searcher’s intent in mind. Length of Meta Description can be up to 160 characters.

Example of Meta Description:-

Meta Description

URL Structure

Site’s URL is important both from a tracking point of view and sharing point of view. URL should be segmented, logical structure, shorter, descriptive.

Example of URL:

URL Structure


When many search engines are collaborated then result of such collaboration is called Schema. Its subsets of specific HTML Title Tags that improve the approach of search engine resulting the pages display your content.




These are the headers of the content on your page. It helps to segregate the points you want to explain to the readers.

Subheads can be separated in different -different parts like H1, H2, H3, H4 and further Subheads.

Heading and Subheading Example

H1 tag is more powerful in SEO as compare to other tags (H2, H3, H4 and further Subheads.) but each subhead has its own importance so you should use it wisely.

Examples of Subheads:-

Heading and Subheadings   Use of H2 and H3


This third and last part of on-page SEO. We call it Site architecture. Architect ring of a site is done to ensure that users of site should get excellent experience while navigating.

Below are the focus areas during Site architecturing

Easily Accessible

You should optimize your site/Content in such manners so that it can be accessible easily by Search engine or User. Accessibility helps to boost the ranking of site by search engine.


Most of the users that use search engine are using it thru mobile phones so if your page is not mobile friendly then it is like loosing a game without playing it.

Your site and content should be Mobile Friendly means it should be easily accessible by a mobile user and structuring of content should be done by keeping the mobile users in view.

Page speed

Loading speed of your page should be high because if your site takes time to load then user will move up to next site because no one wants to waste their time.

Off-Page SEO

When we do any activity outside the web page to improve its ranking on search engine it is called Off-page SEO. Off-page SEO includes improving perception of search engine and user towards site’s popularity, relevance, trustworthiness, and authority.

Off Page SEO

All this is done thru other sources available on internet like pages, sites, Blogs, people, etc.

There are four Sub categories of on-page SEO

  • Trust
  • Links
  • Personal
  • Social

If your site look like a big brand then search engine is likely to trust your site, It is a way for search engine see whether your site is legit or not.

How to build trust with Google

There are four parts to building trust.


Search engine examine the overall authority with the help of two kinds of authorities that you should build:-

Domain Authority vs Page Authority

  • Domain authority, It is related to the popularity of your domain name.
  • Page authority, It is related to how trustworthy the content of a single page is. Authority can be checked on the scale of 1- 100.
Bounce rate

It is measured by the count of people that how quickly they are leaving the site after viewing first page. If your content is attractive, valuable, and easily accessible then it will help you to decrease the bounce rate.


Bounce Rate

Domain age

Old is gold hope you remember this quote; It is applicable for domains also. Domain age matters to build trust among the readers and boost the ranking of your site.


If search engine recognize your identity or Brand then it is a huge signal for trust building for a search engine.


We can call Building backlinks as the heart of off-page SEO. Backlinks are used by Search Engine as indicators of the content quality. Means probability of a site to be ranked better is high if it has many high value Backlinks. There are many link building strategies that will help you.

Backlink Example

Below are the ways to get backlinks.

Quality of links

Links is not everything but their quality is everything. If you think that making huge quantity of links by sacrificing quality can bring results for you then you are wrong as quality is more important than quantity.

Quality backlinks can be building by reaching to right sources and providing value to them. You can learn how to get website traffic & high quality backlinks from any of the reputed academy.

Anchor text

The text that is used by other sites for linking you is called Anchor text. It has its own importance. Your link text should look natural for better results.

Number of links

Count of Links matters a lot but ensures that to build only high-quality backlinks.


Personal Factors can be taken as third category of off-page SEO. Being the external factors there are not easy to control.

Below are few things which can increase your possibility to reach the target audience.


Each user wants to see the results as per the country they are in. People from different-2 countries use different-2 words to search a particular thing so you can choose the countries you want to target.

It will help the search engine to interpret your point of view for easy understanding a of user of particular country.


As like country you can tell the search engine about the city you want to target.

User history

If a user has used the same page earlier then probability of getting your content populated is high as search engine teats you as a relevant result for that user.


This is the last category of off-page SEO. Social media can help you for ranking of your site.

Channels like Facebook, Youtube, Instagram, Twitter, linkedin etc. can be used.

There are two main factors of influence.

Quality of shares

If your web link is shared through such Influencers, people or Sites which are already recognized by search engine than it is treated as quality share and it helps to boost your ranking.

Number of shares

This is the powerful matrix. High count of shares means your content is popular and this helps you to boost ranking but for this you should have amazing content.

We hope you will enjoy the content and we hope to hear and integrate your feedback.

Related Search:-

  • Beginner’s Guide to SEO [Search Engine Optimization]
  • What is SEO? Search Engine Optimization 2020
  • Search Engine Optimization (SEO) Starter Guide
  • SEO Optimization – Learn to Optimize for SEO
  • SEO Made Simple: A Step-by-Step Guide for 2020
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