What is SEO and how it works


What is SEO?

SEO is an acronym that stands for Search Engine Optimisation and it describes the process of optimising your website to achieve organic traffic to your website. Organic traffic is a term used in digital marketing to describe footfall on your website that hasn’t been paid for.

SEO is the process that Paramount Digital carry out to make sure our client’s sites rank higher than their competitors for relevant keywords and phrases when entered into search engines.

How Does SEO Work?

Search Engines use formulas to analyse the vast number of pages submitted to their websites and determine which are most relevant and authoritative to therefore rank higher on their listings.

Search Engines such as Google want to provide the best service possible for their customers, just like you do for your business. To accurately rank web pages, search engines crawl every website to discover more about particular web pages. This information allows Google, Yahoo and Bing to deliver more relevant results that match correlate with what the searcher is looking for.

What factors affect SEO?

Content Marketing

Content marketing is one of the primary tools used in SEO to consciously boost websites rankings. Good content not only engages your customers but if written correctly, optimised content can be recognised by Google and result in the webpage in question moving higher up their listings.

Including appropriate keywords and phrases into your web pages is a proven way to improve your websites SEO. Including phrases that a search engine user may type in, increases the likelihood of them coming across your webpage.

Ensuring your website continually has fresh content is another marketing technique worth considering as producing fresh, up to date content is sure to be recognised by search engine crawlers, and your ranking results will reap the benefits.

On-page factors

Although content marketing is vitally important to maximising your businesses online potential, there are also several other elements on each webpage that need to be considered.

Title Tags 

the title tag is the first line that your customer will see after typing the relevant information into a given search engine. Title tags can be 70 characters long and optimising those seventy characters can be vital.

Meta descriptions

This element of your search engine results page (SERP) reveals a bit more about the webpage in question- similar to a blurb on the back cover of a book. 320 characters are permitted for this snippet of information, providing more opportunity for SEO.


well written headings not only split up your content making it easier for your customers to read but also headings are recognised by Googles crawlers and the optimisation of these headings gives further scope to improve rankings.

Internal links

building internal links within your site allows search engines the opportunity to learn more about it. If your site contains strong interlinks, Google will deem your site more authoritative.

ALT tags

as the text accompanying an image is not always seen, it is often ignored. However, optimising the ALT tag of every image on your website is a necessity if looking to improve SEO.

Off-page factors

Alongside the on-page components, SEO also consists of a variety of off-page factors. Although more difficult to quantify and control, off-page factors are of vital importance to improve your website’s authority.


one of the most readily used ways to build off-page SEO is the building of backlinks.. building relationships with relevant websites and having authoritative websites linking to your business site is a great way to improve SEO.


Likes and shared from social-media platforms can’t be ignored- not even by Google. the more interesting and engaging your content is, the more likely it is to receive impressions from social media. These social signals show more people trust your content, giving search engines reason to.


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