How SEO Works – The Ultimate No.1 Guide

What Is SEO / Search Engine Optimization?

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SEO (search engine optimization) is a process of getting free and organic traffic by improving a website’s position in search results.

It’s a big resource of traffic for e-commerce sites also.  Few search engines which are available for users are Google, Yahoo!, 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 the categories of SEO.

Understanding 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 a search engine.
  3. SEO is the process of optimizing the content of a Website or we can say optimizing a 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 website.

Content and Subject keyword play a big role in SEO. But you need complete knowledge and skills to present your Brand/Product or Service in such a manner that it can attract people. Expert training modules 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 languages like English, Hindi, Punjabi, Urdu, Bengali, etc.

A higher ranking of a website on a search engine means a 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 everything about SEO.

You can learn about SEO by attending the SEO Training course by the 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?

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

SEO is one of the top Most element of digital marketing, Now days due to high competition it is getting difficult for people to sell their products/Services. To sell a product/Service people must know about your product/service and its content.

Everyday Billions of People are using a 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 the rest of the Digital marketing channels.

User traffic generated through SEO can be transformed into 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 courses online or can join an Institute or Academy by paying fees to get certification and placement as nowadays many institutes have prepared special programs from SEO teaching.

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How does SEO work?

When you visit any search engine (Like Google, Yahoo!, Bing, etc) to type your query into a box it gives you a 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 searches for the best institute of SEO training in Chandigarh then they will type the “Best institute of SEO training in Chandigarh”. Now search engine will revert to the most suitable answer that it can find.

  • 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 answers here. We have explained how actually search engines work and how a good SEO will be beneficial to you.

Search engines have three primary functions:

  • Crawling
  • Indexing
  • Ranking

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


The process when Search engines 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 the Search Engine has recognized your page.

The content which is collected thru Crawling can be in the form of a 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 through Crawling next step is Indexing. The 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 of the relevant query.

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

If a 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 a user who is visiting Google for a query.

The search engine will provide the most relevant websites for a particular query/Search. If someone tries to use content that is already available on search engines 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 give a better experience to visitors of search engines then the search engines will index and rank your site.


The next and last function after Crawling and Indexing is ranking. The ranking is a process of how your page should be found in a search engine when a user types any query for a search.

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

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

The ranking is done by evaluating various factors by Search Engines, this makes the entire business of SEO.  Today everyone wants his website to rank 1st on Google.

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

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Categories of SEO

There are two main 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 Engines

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

There are three Subcategories of on-page SEO

  • Content
  • HTML
  • Architecture

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

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

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

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

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


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

  • You have to act like a Good Teacher while writing content.
  • If you do not own any Ideas then read the content that other people have created. We can call it content discovery. You can also take the 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.
  • The 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 with the scope of improvement.
  • You can also attend content-building tutorials or workshops.
  • The 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 headlines or throughout the article) before starting the writing content.

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

Use of keywords & Selection of keywords

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 help the Search engine to recognize your content for a particular search so keywords should be part of important places like headlines, URLs, and meta descriptions. In-text part keywords should be used only when it is required.

We can say that Keywords are like the 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 engines.

Now the question may arise 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 the keyword. Instead of keeping eye on the keyword that people are typing in, you should try to identify their intention and what they 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 engines.

Straight answers

Your content should be crisp and clear and to the point because it will help the search engine to recognize it easier 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 that can teach you about HTML.

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

Title tag

The 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 an 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. The title tag is what you see on the top of your browser.

Example of Title Tag:-

Meta description

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

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

Example of Meta Description:-

URL Structure

The 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:


When many search engines collaborate the result of such collaboration is called Schema. Its subsets of specific HTML Title Tags improve the approach of search engines resulting in the pages displaying 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 into different-different parts like H1, H2, H3, H4, and further Subheads.

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

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Examples of Subheads:-


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

Below are the focus areas during Site architecture

Easily Accessible

You should optimize your site/Content in such a manner so that it can be accessed easily by Search engines or Users. Accessibility helps to boost the ranking of sites by a search engine.


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

Your site and content should be Mobile Friendly mean 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

The loading speed of your page should be high because if your site takes time to load then users will move up to the 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 engines it is called Off-page SEO. Off-page SEO includes improving the perception of search engines and users towards the site’s popularity, relevance, trustworthiness, and authority.

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

There are four Subcategories of off-page SEO

  • Trust
  • Links
  • Personal
  • Social

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

There are four parts to building trust.


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

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

It is measured by the count of people and how quickly they are leaving the site after viewing the first page. If your content is attractive, valuable, and easily accessible then it will help you to decrease the 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 a search engine recognizes your identity or Brand then it is a huge signal for trust-building for a search engine.


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

Below are the ways to get backlinks.

Quality of links

Links are not everything but their quality is everything. If you think that making a 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 built 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 academies.

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 build only high-quality backlinks.


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

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Below are a few things that 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 for 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 of users of a particular country.


Like the 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 the probability of getting your content populated is high as search engines teats you as a relevant result for that user.


This is the last category of off-page SEO. Social media can help you with the 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 weblink is shared through such Influencers, people, or sites that are already recognized by the search engines then it is treated as a quality share and it helps to boost your ranking.

Number of shares

This is the powerful matrix. A high count of shares means your content is popular and this helps you to boost your 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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