What is SEO and what can it accomplish?

In a nutshell, search engine optimization or SEO is an online marketing technique that’s designed to boost both the quality and the quantity of your website traffic.

SEO is comprised of multiple steps for ranking higher on Google and getting organic site traffic from a variety of search engine queries. You should note that I said multiple steps and this means that you have to take all of them, and be patient if you want to get impressive returns.

Breaking down the meaning of SEO is the best way to understand it. As such, SEO is:

  • An online marketing discipline – Learning more about SEO will drive all of your other marketing efforts given that SEO can create more site traffic and help you produce more conversions and leads. You have to have content that is appealing to both Google and your human audience.
  • A technical effort – You have to use best practices for optimizing your website. People who understand the basics of SEO are in high-demand, given that they’re capable of generating high ROIs.
  • An incredibly exciting industry – Creating amazing content and generating more free leads is incredible. I love how SEO is constantly evolving and how it requires marketers like myself to stay abreast of algorithm changes and other developments.

How does search engine optimization actually work?

When people use Google to search for a term, the resulting list of websites are relevant to this term and have a solid domain authority as well as meeting the numerous factors that are detailed below.

For instance, if you search for “chocolate cake recipes,” the results at the top will have all used SEO best practices.

This is because search engines use advanced web crawlers that collect information on all websites to gather all of the content on the web. This then produces an index of websites that can then be compared to the Google algorithm about best practices.


What factors have an impact on SEO?

Whether you just need basic info about SEO or are looking for effective ranking techniques for your own website, there are various factors that search engines like Google tend to favor when ranking sites. Although there are over 200 factors affecting website rank, anyone can improve their sites by focusing on just a few.

The Following are the top factors affecting the SEO of websites:

DA or Domain Authority

Domain Authority or DA is a metric that reveals the amount of trust your domain has established via both age and backlinks. The more reputable websites that are talking about yours, the higher your DA will invariably be. Older domains have lots of authority as well. An additional factor that I’ve found to be important is the relevancy of the domain name regarding the targeted keywords.


SEO starts with choosing the best keywords to target (something you can do with Ahrefs and Keyword Planner by Google). I recommend starting with keywords that have medium to low levels of competition and then gradually building to towards more competitive options. LSI keywords are important to include as well, which are synonyms for your chosen keywords. Be sure to include your chosen keywords for ranking in your sub-headings and titles.


Search engines are becoming increasingly smarter. They recognize the difference between copied pages and pages that are relevant. They are also capable of distinguishing between sites that are for protein bars and those that are for oranges. It’s a good idea to stick to a single niche when creating your site and to craft then content that suits this niche. My niche happens to be SEO and online marketing.

One of the best ways to make your page relevant for specific keywords is by adding them to your Meta title. This is one of the most important places to include your keywords on your website. For example, if your website was marketing SEO in Vancouver, BC. You should have a title similar to this:

SEO Vancouver BC – Expert Search Engine Optimization Consultants

Outbound Linking

If your website is pointing to many relevant links, it’s going to have a fairly high SEO score. This is also true of inbound links which are significantly more favorable, particularly if they happen to be coming from sources that are popular, relevant and prestigious. You can build quality backlinks by being featured on a major news site.

Website Speeds

Google cares about page loading speeds. W3 Cache is a caching plugin that you can use to boost your page load, or you can alternatively use a CDN for more rapid content delivery.

Responsive Web Design

Currently, optimized sites are responsive, functional and clean. Google additionally favors mobile-friendly websites. Install the AMP plugin if you’re using WordPress as this will make your pages load quickly. If you aren’t, take advantage of the project for accelerated mobile pages that Google provides.


The easiest way to start learning more about SEO is simply by doing it. The more unique, natural and organic content that you craft and post on your responsive web pages, the better your results will invariably be. Much like all other practices, SEO takes time – at least several months to start, so try to be patient and don’t be discouraged. I didn’t start seeing consistent site traffic for about a year.

Search engine optimization is not a one-time thing. This is an ongoing effort that all websites should try to focus on. It takes time, but if you’re willing and eager to learn, you’ll see a long-term payoff. Getting more organic traffic is the very first step in building a company that’s both lucrative and successful –  and it can be accomplished by looking at this quality search engine optimization information. Remember that you’re also able to boost traffic by being featured on reputable websites, using social media to drive traffic, and building a base of loyal fans who are willing to refer their friends and buy from your regularly.