What Is SEO and How Does SEO Work?

By Digitis Agency

If you’ve ever wondered how websites show up at the top of Google, you’re not alone. That magic is called SEO – Search Engine Optimization. In this blog, we break down how SEO works and how it can help your website get seen, grow traffic, and build your brand.

The Key Elements of SEO

Before we dive deeper, here are the main pieces of SEO:

Keywords
Quality content
Website structure
User experience
Backlinks
Analytics

What is Search Engine Optimization (SEO)?

SEO is the process of improving a website to help it rank better on search engines like Google. The better your SEO, the more likely your site shows up when someone searches for what you offer.

What are the Three Pillars of SEO?

Technical SEO – Making sure your site is crawlable and loads fast.
On-Page SEO – Optimizing content and keywords on each page.
Off-Page SEO – Earning backlinks and building authority from other websites.

All three pillars must work together for effective SEO.

Paid Search vs. Organic Search – The Differences and Similarities

Paid Search: You pay for ads to appear at the top of Google. It’s fast but costs money.
Organic Search: You earn your ranking with good SEO. It takes time but delivers long-term value.

Both are useful, but organic SEO brings trust and sustainable traffic.

How Do Search Engines Actually Work?

Google and other search engines go through three major steps:

Step 1: Search Engine Crawling

Bots (also called spiders) scan your website to discover pages.

Step 2: Search Engine Indexing

Google saves and organizes your pages in its database.

Step 3: Search Engine Ranking

Google ranks your content based on over 200 factors, such as keywords, speed, mobile-friendliness, and backlinks.

How Does Google Order and Rank Search Results?

Google uses a complex algorithm. But here’s what matters most:

Relevance to the search term
Page load speed
Mobile usability
Backlinks from trusted sites
Proper use of keywords
Content quality and freshness

Your SEO job is to help Google connect your site to what people are searching for.

What is an SEO Strategy?

An SEO strategy is your game plan to get higher rankings and more traffic.

It usually includes:

Keyword research
Content creation
Website optimization
Link-building tactics
Regular tracking and updates

How to Set Objectives for Your SEO Strategy

Start with clear goals:

Do you want more traffic?
More leads or sales?
Better visibility in a specific location?

Your objectives will shape your SEO game plan.

What Metrics Should You Measure for SEO?

Here are some key metrics to track:

Organic traffic
Keyword rankings
Bounce rate
Pages per session
Conversion rate
Backlinks earned

Use tools like Google Analytics and Google Search Console to monitor progress.

3 Examples of SEO Objectives

Increase organic traffic by 30% in 6 months
Rank in the top 3 for “vegan protein powder”
Grow backlinks by 50 new links in Q1

How to Set Objectives for Different Types of Businesses

Local business: Focus on Google Maps and “near me” searches
E-commerce: Target product keywords and improve mobile UX
Service-based business: Rank for your main services + location

How to Become an SEO Specialist

To become an SEO pro:

Learn SEO basics (start with Google’s SEO Starter Guide)
Practice on your own website or blog
Take online courses (free and paid)
Stay updated with Google changes
Build a portfolio and take on small projects

Types of SEO: On-Page SEO vs. Off-Page SEO

On-Page SEO: Optimizing content, titles, meta tags, images, and internal links.
Off-Page SEO: Getting links from other sites, digital PR, guest blogging, and social signals.

Both matter. On-page tells Google what you offer, off-page shows you’re trustworthy.

What Can You Earn as an SEO Specialist?

Entry-level: $40,000 – $60,000/year
Mid-level: $65,000 – $90,000/year
Senior/Director: $100,000+

Freelancers and agency owners can earn even more, depending on clients and results.

What Are the Best SEO Tools?

Google Search Console
Ahrefs
SEMRush
Moz
Screaming Frog
Yoast SEO (for WordPress)

These tools help you track rankings, find keywords, fix issues, and spy on competitors.

AI and SEO – What’s Coming?

AI is making SEO smarter. Tools like ChatGPT and Google’s AI search are changing how people find and create content.

That means:

SEO is more about user intent than keywords
High-quality, helpful content is a must
Voice search and AI answers are rising fast

Stay ahead by learning and testing new tools regularly.

Use SEO to Drive Traffic and Boost Brand Awarenes

If you’re not using SEO yet, now’s the time. It’s one of the most cost-effective ways to grow your brand online. Whether you’re a small business or a big company, smart SEO can help you: