What is SEO? How Does it Work {Complete Guide}!!

Search engine optimization plays vital role for getting the success of any business on online (Internet).

So, Every Web owner must be known about what SEO is, and how it works for obtaining the web traffic on his website. If, your website gets more relevant traffic then it more beneficial for your business.


What is SEO?

SEO means to “Search Engine Optimization“.  SEO is art of science that help to improve the visibility of your website in SERP (Search Engine Result Page) of Search Engines like as Google, Bing, Yahoo, and other. When your website ranks on the first slot of SERP then more “Organic” “Unpaid” web traffic drive on your website, and then you can convert them into your royal leads.

Types of SEO:

SEO (Search Engine Optimization) can be divided into 4 categories such as :

  • White Hat
  • Black Hat
  • Grey Hat
  • Negative SEO

White Hat SEO

If, do implement the search engine optimization on the website with accepting the “Google Webmaster Guidelines” then it can called to “White Hat SEO“. It takes some time for orienting the result but those results are persisted forever. In the market, various types of respected SEO provider are available such as Moz, Search Engine Journal, Search Engine Watch, Search Engine Land, Search Engine Roundtable, and more. They provide the ethical white hat SEO tools as well as best techniques for boosting your websites on SERP.

White Hat SEO Techniques are On-Page SEO, Off-Page SEO, and Technical SEO.

Black Hat SEO

Black hat SEO is shortcut way for getting the web traffic within few times. In Black hat SEO, used all techniques with broking the

“Google Webmaster Guidelines”. Companies do not more charge for doing the Black hat SEO but it more harmful for your website because when Google boots read your website and found wrong techniques then that time can be panelized your site, it can be banned from SERP.

Black Hat SEO Techniques are Doorway Page, hidden text, and overuse keywords etc.

Grey Hat SEO

Grey Hat SEO means to combination of white hat SEO and Black hat SEO. Grey hat SEO can help to increase ranking of your website in sometime, but it is not completely ethical Search Engine Optimization. Grey hat SEO is neither fully white SEO nor fully Black SEO, but if you use mostly Grey hat SEO then it can be turn into Black hat SEO, and due to those activities your website can be degraded as well as panelized.

Grey Hat Techniques are Spin to content, Click bait, and Links farming etc.

Negative SEO

Negative SEO is opposite to Search engine optimization because main goal of Negative SEO is decrease the page ranking in SERP instead of upgrade ranking.

Negative SEO techniques are Unwanted Click, Tattling, and more.

Why to SEO Important?

Various types of Search engines are running over the internet but most audience love to GOOGLE.

Millions of users use the search engines every day for finding answers of their queries.

If you are running any online portals such as website, online store for shopping then SEO can help for driving the royal web traffic form different search engines on your websites and online shopping store as well. 

Reasons for Importance are:

  • Mostly search engines audiences are more preferred to click on the top 3 to 5 suggestions in the SERP (search engine results pages). Due to this benefit, you can earn more organic web traffic for your webpage or your shopping store as well.
  • Due to better SEO practices, user experience to be improved and increase the website’s usability as well.
  • SEO helps to enhance the trust value of your website because when user feed keyword in the search engine and your website will be visible on top SERP, and user see your website frequently then users have to trust on those websites.
  • SEO has more important for those who are using big websites and online store as well.
  • SEO can help to beat your competitor in competition. For Example – If A and B are running online store for same products then A do good SEO to his online store, and due to this A can proceed his website on the B’s website.

How Does Work SEO?

SEO’ works in four different segments step by step such as-

Search Engines work for SEO in Technical


Every search engines have own software (called the crawlers or spider). All search engines (Google, Bing, Yahoo, and other) sends their crawlers over the internet, and they search out all fresh and updated content, and start crawling; these contents are available over the internet in various format like as web document, picture, ppt, video, PDF (Portable Document Format), and links as well.

Search engine bots can be crawled directly or indirectly, for example when bots find web content then rapidly crawl them but if to be found any links then those bots follow links.

Like as A proceed to link B, B proceeds to link C and C proceeds to link D etc.

Note – Links must be do follow


All search engines have massive database for storing the all web contents that are existed over the internet. When search engines bots crawl web contents then they determine that which contents are ready to fulfill the condition to indexing. to which web contents are fulfill the guidelines of search engines, then those data go heads for indexing in the search engine database area.

Note – Robot.txt file gives the instructions to search engine bots that how many pages of website have to let index in database.

Ranking your website:

Ranking means to display your website in top 10 slots on the SERP (Search Engine Result Page).

How to possible?

When any users type any keywords in the search engine, then search engine, artificial machine pick the superior relevant data from the search engine database, and display on the screen.  

But if, you want that your website to be displayed in top 10 results then your website has to need search engine optimization with white hat guidelines.

SEO Works in Digital Marketing

Digital marketing means to perform the marketing techniques on digitalize (Online). There are various digital platforms for examples Mobile marketing, TV advertisement, radio broadcast marketing, email marketing, search engine optimization, social media optimization, PPC, and content marketing etc.

Use of Digital Marketing is not only for selling or buying any products and services. Digital marketing is also medium of amusement, social interaction with users, expose the news, and for making the visibilities of “Brand” name.

Why to importance of SEO in Digital Marketing:

  • Digital marketing service providers help to making SEO as pocket friendly instead of PC.
  • Better SEO planning improves the ranking your webpage of website in the SERP.
  • Mostly, people use the mobile phones instead of PC, so Google is going to improve mobile friendly search for their users. Today, Mobile friendly SEO is very big task for enhancing the visibility of websites on the mobile phones.
  • Due to good SEO of your website, can be collected better ROI (Return of Investment) because when your website will be rank on the top SERP then huge web traffic drive, and increase the conversion rate.

NOTE – SEO is a heart of the digital marketing because without SEO totally digital marketing is dump or dead.

SEO Works in Small/ Large Business

Today, SEO is getting more popularity in digital marketing. So many companies are adopting of  SEO for improving their business over internet.

SEO has more benefits for business such as:

Improve Conversion Rate:

Conversion rate measures in ratio such as total numbers of user who come on your website / how many users are converted into their royal customers.  SEO helps to divert royal visitors on your website because mostly visitors show their interest in your business, and it increases the probability of getting your sales for your business.

Build Brand Name:

If, your website shows top 5 positions in the SERP then create your Brand name, because huge people look your business consecutively. So higher ranking of your multiples keywords is a key factor for popularity of your business Name.  

Build Engagement with Royal Customers:

Customer engagement plays vital role for increasing the sales of your products and services, and SEO is very important factor for building the customer engagement.  But How?

When your website and blog have been made better with search engine optimized then your webpage will be rank on top slot in SERP. More people see those websites and blogs and drop own opinions (reviews). Positive reviews are more helpful for boosting your website because mostly people buy any products and services, after read positive reviews.

SEO Works for Website

Technical SEO:

Technical SEO is very big factor in Search Engine Optimization concept. Your website must be better optimized with technically because without technical SEO any websites and blogs cannot rank in the SERP.

There are some techniques such as:

  • Site speed
  • Mobile-friendliness
  • Indexing
  • Crawlability
  • Site architecture means templates
  • Structured data
  • Security
  • Visual optimization
  • Few redirections
  • Browsers cache
  • Breadcrumbs

On page SEO:

Every SEO techniques has own importance, but you cannot gain top position in Google’s SERP without using On Page SEO. In On Page SEO, some essential modifications are implemented inside the website and blog as well.

There are some techniques such as

  • Write title with including tags
  • Prime keyword include in URL
  • Use prime keyword in content with LSI keywords
  • Internal linking
  • Use HTTPS version
  • Use attractive Meta Description and Title
  • Use ALT tag in Images
  • Give outbound link to trusted website
  • Use Canonical Tag
  • Write simple and fresh content
  • Include Robots.txt file
  • Low keyword density
  • use social sharing buttons
  • Use sitemap

Off-Page SEO:

Off-Page SEO helps to increase the ranking in Google SERP and improve the domain authority/Page authority as well. In Off-Page SEO, we place the our website URL in other relevant high authority website. Due to perform Off-Page activities, webmaster’s website get better “Link juice” from other reference domain where has been placed the URL link.

There are important Off Page techniques such as:

  • Social Bookmarking
  • Forum Posting
  • Directory Submission
  • Article Submission
  • Question and Answer
  • Video Submission
  • Audio Submission
  • Image Submission
  • Info graphics Submission
  • Document submission
  • PTT submission
  • Guest Posting
  • Classified Submission
  • Press Release submission
  • Blog commenting
  • Blog Submission
  • Search Engine Submission
  • Broken Link technique
  • Skyscraper Technique

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