#SEO (Search Engine Optimization)

What is SEO and How is it Done?

SEO is the collection of strategies and techniques employed to enhance the ranking of your website on search engines. Learn how it's done. You will find answers to all your questions related to topic What is SEO and How is it Done? in the continuation of the text.

Reading time: 12 minute.
What is SEO and How is it Done?

What is SEO and What is its Purpose?

SEO (Search Engine Optimization) is a set of strategies and techniques used to improve the ranking and visibility of your website on search engines. The fundamental goal of Search Engine Optimization is to achieve high rankings for your website on targeted keywords, thereby attracting more organic (natural) visitors.

SEO can be likened to placing a store on a popular street. The more people see the store, the higher the potential number of customers.

Relationship between Search Engines and SEO

The relationship between Search Engines (Google, Bing, Yandex, etc.) and SEO (Search Engine Optimization) is quite close. Search engines scan, evaluate, and rank websites to facilitate users' access to information on the internet. SEO aims to make websites comply with search engines' criteria for better rankings.

How Do Search Engines Work?

Search engines are tools that facilitate users' access to information on the internet. Fundamentally, search engines work through the following steps:

  1. Indexing (Crawling): Search engines create a database by scanning billions of web pages on the internet. This scanning process is carried out by automated programs or "crawlers" (also known as bots or spiders). Crawlers navigate web pages, index their content, and their links.
  2. Algorithm Evaluation: Search engines evaluate indexed pages using specific algorithms. Algorithms (often based on artificial intelligence) assess what pages are about, the quality of their content, user experience, and other factors to determine rankings.
  3. Ranking: Search engines rank the most relevant results for the user's search query. Ranking is typically based on the algorithms' evaluations and the user's search intent.
  4. Presenting Results: When a user enters a search query, the search engine presents the most relevant and useful results to the user. Results are usually displayed on a search results page.
  5. User Clicks and Behavior: Users select and visit pages from the search results. Search engines monitor user clicks and behaviors, using this information to enhance rankings.

How to Do SEO? (With Examples)

SEO (Search Engine Optimization) is essentially divided into two main categories:

  • On-Page SEO: This category involves optimizing the content and technical aspects of your website. Elements such as keyword optimization, title tags, meta descriptions, content quality, and page speed are part of on-page SEO. The goal is to arrange your website in a search-engine-friendly, user-friendly, and informative manner.
  • Off-Page SEO: In this category, you focus on external factors related to your website, often involving link building (backlink creation). Backlinks are links coming from other trustworthy and relevant websites. High-quality and natural backlinks help increase your site's authority, leading to higher rankings on search engines. Other off-page SEO strategies include social media sharing, directory listings, and online activities.

Let's now take a step-by-step look at how SEO should be done:

Step 1: Keyword Research

The first step, keyword research, is crucial to reaching more people and is an essential part of SEO. During keyword research, you aim to understand which keywords people use in search engines and then organize your content around those keywords:

  1. Topic Selection: Determine what your website is about and understand which topics to focus on.
  2. Keyword Selection: Identify keywords frequently used by people in searches.
  3. Popularity and Competition Analysis: Learn how often your chosen keywords are searched and whether they compete with other sites.
  4. Long-Tail Keywords: Select more specific keywords to target specialized searches.
  5. Keyword Usage in Content: Naturally integrate chosen keywords into your website's content.
  6. Tracking Results: Monitor which keywords work well and need improvement.

How to Perform Keyword Research? (Example)

Let's say you're a home decoration blog owner and you're doing SEO keyword research for a new content idea: "minimalist living room decoration." You start by identifying the primary keywords: "minimalist living room," "stylish decor ideas," "decor with fewer items," "modern living room designs."

Then, for more detailed content ideas, you turn to long-tail keywords: "use of neutral color palettes," "arrangement of minimalist bookshelves," "selection of functional furniture," "wall art and accessories in minimalist decor," "budget-friendly decoration tips for a minimalist living room."

By researching competitor blogs, you ascertain which keywords are less competitive. Using the Google Keyword Planner, you assess the keyword volume and search frequency to evaluate keyword popularity.

In conclusion, when preparing your content on "minimalist living room decoration," you can attract a broad audience while reaching a more specific target audience with tailored decoration tips by utilizing both the identified primary and long-tail keywords.

Stage 2: Content Creation and Optimization

The second stage, content creation and optimization, constitutes a cornerstone of the SEO strategy. You need to craft high-quality, informative, and user-centric content that incorporates targeted keywords. Ensure that your content caters to user needs and provides quality information. Here's what we do in this phase:

  1. Title and Heading Tags: We construct content titles in a captivating and explanatory manner. Simultaneously, we set up title tags that will appear in search results.
  2. Keyword Integration: We seamlessly integrate the chosen keywords into the natural flow of the content. This aids search engines in understanding what the content is about.
  3. Valuable Content: We ensure that the content offers truly beneficial information to readers. Answering people's questions or meeting their needs is crucial.
  4. Context and Logic: We organize content with a logical structure and within a contextual framework. This enables readers to comprehend the content more easily.
  5. Visual and Media Incorporation: By supporting text with images, videos, or infographics, we enhance the attractiveness of the content.
  6. Readability: We write content in a fluent and understandable language. We avoid lengthy paragraphs and enhance readability through the use of bullet points.
  7. Meta Descriptions: For each page, we craft summaries (meta descriptions) that will appear in search results.
  8. Links: We add connections to relevant and reliable sources within the content. Additionally, we utilize internal links to direct users to other content on your site.

Stage 3: Technical SEO Adjustments

Technical SEO involves optimizing the technical foundation of your website. By making technical modifications such as enhancing page speed, ensuring mobile compatibility, and organizing URL structures, you can facilitate better understanding and indexing of your site by search engines. In Stage 3, we optimize the technical aspects of the website. Here's what we do in this phase:

  1. Site Speed Improvements: We implement the necessary adjustments to enhance site speed. Swift page loading positively impacts both user experience and search engine ranking.
  2. Mobile Compatibility Check: We verify if the site displays correctly on mobile devices. Mobile compatibility is a crucial factor in today's landscape.
  3. URL Structure Enhancements: By restructuring page URLs to be meaningful and explanatory, we aid both users and search engines in understanding pages better.
  4. Creation of Sitemap: We generate a sitemap to provide search engines with better insights into the site's content.
  5. Robots.txt File: We adjust the robots.txt file to specify which pages search engines should index.
  6. Correction of 404 Errors: We rectify 404 errors that result in "Page Not Found" messages. Eliminating 404 errors enhances user experience and sends positive signals to search engines.
  7. Adding SSL Certificate: By adding an SSL certificate to the site, we ensure secure connections. SSL benefits both user security and search results.
  8. Data Structuring (Schema Markup): By adding data structure to pages, we enhance the visibility of rich snippets in search results.
  9. Canonical Tags: For pages with similar content, we utilize canonical tags to indicate which page takes priority in search engines.
  10. HTML and CSS Optimization: By optimizing HTML and CSS codes, we enable faster page loading.

In Stage 4, we ensure that your website is supported by backlinks from other trustworthy and relevant sites. The process of building backlinks entails attracting organic links, producing quality content, and collaborating with other websites in your industry. Backlinks from reliable and relevant websites help increase your site's authority and credibility. Let's delve into it step by step:

  1. Competitor Analysis: Initially, we scrutinize the links of competitive sites to identify opportunities for obtaining links from similar sources.
  2. Acquiring Links from Trusted Sites: We create links (backlinks) from other trustworthy and relevant sites to your website. This enhances your site's credibility.
  3. Producing High-Quality Content: By crafting valuable and unique content, we strive to capture the attention of other websites. Quality content facilitates the acquisition of links.
  4. Guest Posting: By writing guest posts for relevant sites, you can share your expertise and promote your site.
  5. Social Media Shares: By sharing your content on social media, you can reach more people and potentially acquire more links.
  6. Web Directories and Business Listings: By adding your website to relevant web directories and business listings, you can generate local and industry-related links.
  7. Backlink Analysis: By examining existing links, you can reject or remove malicious or low-quality links.
  8. Balanced Link Profile: By obtaining links from different sources, you can ensure a more natural and balanced link profile.

Stage 5: Analysis and Improvement

In the final step, it's imperative to regularly analyze the impact of your SEO efforts and refine your strategies for improvement. Using web analytics tools, track visitor traffic, page views, and conversion rates. By evaluating which keywords bring in more traffic, which content is more popular, and what isn't working, you can optimize your strategies:

  1. Utilizing Analysis Tools: We examine data such as visitor count, time spent on site, and page views using web analytics and SEO tools (Google Analytics, Search Console, Ahrefs, Semrush, Screaming Frog, KWfinder, etc.).
  2. Keyword Performance: We monitor how the selected keywords are performing in search results, aiming to understand which keywords bring in more visitors.
  3. Visitor Behavior Analysis: We analyze which pages visitors go to, how long they stay, and which content they engage with.
  4. Speed and User Experience Improvements: We implement adjustments to improve site speed and user experience.
  5. Conversion Tracking: If you have specific goals (e.g., product sales or subscriptions), we track and strive to enhance conversions.
  6. Backlink Performance: By tracking the impact of acquired links, we evaluate which sources are generating more traffic.
  7. Competitor Analysis: By comparing the performance of competitive sites, we determine what actions need to be taken.
  8. Strategy Updates: Based on analysis results, we update the SEO strategy and make adjustments for better outcomes.

The Importance and Benefits of SEO

People often use search engines to find information or products they seek. If your website ranks lower in search results, you may experience reduced visibility and potentially lose potential visitors. Therefore, SEO is an indispensable element of achieving success in the digital world. Here are the importance of SEO and its advantages:

The Cornerstone of Digital Marketing

  • It forms the foundational pillar of digital marketing strategies. By making your website search engine-friendly, you can strengthen your online presence.
  • SEO plays a critical role in generating organic traffic and reaching potential customers.
  • SEO is used to optimize keywords, define content strategies, and ensure technical compatibility.

Increased Visibility and Traffic

  • Being at the top ranks secures more visibility. Internet users often click on results appearing on the first page.
  • Higher rankings enhance organic click-through rates, attracting more visitors.
  • Increased traffic helps your brand reach a wider audience and expand your potential customer base.

Brand Awareness and Trust Building

  • Ranking higher enhances brand recognition. Internet users tend to trust and prefer brands appearing at the top.
  • A robust Search Engine Optimization strategy instills trust in customers and elevates your brand's authority in the industry.
  • Strong brand awareness is crucial for customer loyalty and long-term success.

Competitive Advantage

  • SEO is crucial for surpassing competitors and gaining a competitive edge.
  • By ranking higher, you become preferred among businesses offering similar products or services.
  • An effective SEO strategy provides significant advantages even in highly competitive industries.

Enhancement of User Experience

  • SEO is also employed to enhance user experience on your website.
  • Factors such as fast-loading pages, mobile compatibility, and easy navigation increase user experience, encouraging visitors to spend more time on your site.
  • Good user experience can boost conversion rates and customer satisfaction.

Long-Term Results

  • SEO efforts yield long-term results once executed.
  • With the right strategies, you can boost your website's rankings and continue to generate organic traffic.
  • Long-term results are more stable and sustainable compared to other marketing methods.

Cost-Effective Marketing

  • No need to pay for attracting organic traffic, reducing your advertising budget.
  • Being more cost-effective than other advertising methods, it particularly benefits small businesses.

Analysis and Monitoring Opportunity

  • SEO efforts allow you to monitor your website's performance.
  • Using data, you can determine which keywords are more effective, which pages are visited more, and what improvements are needed.
  • Analysis and monitoring enable you to continuously optimize your strategy.

When Can You See Results from Your Efforts?

Obtaining results from search engine optimization efforts may take time, and specifying an exact timeframe can be challenging. Factors such as keyword competition, industry, difficulty level of targeted keywords, location, and the scope of implemented adjustments can influence the timeframe for results. As a general estimate, it can vary within the range of 3 to 9 months. It's essential to remember that SEO optimization is a long-term strategy.

In Conclusion

In conclusion, SEO (Search Engine Optimization) refers to the technical and strategic efforts made to achieve better rankings on search engines for websites. This enhances website visibility, ensuring reaching the intended audience. The scope of SEO encompasses steps like keyword research, content optimization, technical adjustments, link building, and continuous analysis. The goal is to optimize the website based on user experience and search engine requirements.

SEO is a highly significant digital marketing channel, as most people use search engines to seek information and discover products. In short, it can increase website traffic, enhance brand awareness, and improve conversions. If you are new to search engine optimization, getting professional support from an experienced SEO agency can be very beneficial for you.


SEO training refers to educational programs aimed at acquiring knowledge and skills in search engine optimization. These programs can be obtained through online platforms, universities, or courses offered by digital marketing agencies.

An SEO specialist is an individual who understands search engine algorithms, can perform keyword research, implement technical improvements, create content strategies, and possesses analytical abilities.

The duration of a Search Engine Optimization campaign depends on the condition of the website, targeted outcomes, and competition. It often takes months to achieve effective results.

SEO experience reflects a person's knowledge in the field of SEO and the projects they have worked on. An experienced individual can usually develop more effective strategies.

Techniques encompass various strategies such as on-page and off-page optimization, keyword research, content management, technical enhancements, link building, and improving user experience.

Professional SEO involves efforts by expert agencies or individuals to improve website rankings ethically and with a focus on client objectives, while keeping up with the latest trends.

The best SEO involves a variety of strategies, including creating high-quality and engaging content, resolving technical issues, increasing speed, ensuring mobile compatibility, selecting appropriate keywords, and building quality backlinks.

SEO is used on websites, blogs, e-commerce sites, news platforms, and various online platforms.

Organic SEO focuses on improving a website's rankings using ethical and organic methods. Strategies include enhancing user experience and creating quality content.

The cost of SEO varies based on project complexity, targeted keywords, and market competition. It generally includes consultancy fees, content creation, and technical improvements.

SEO focuses on improving rankings in organic search results over the long term, while PPC (Pay-Per-Click) allows advertisers to display their ads in search results for a fee in the short term.

Black Hat SEO refers to manipulative and unethical techniques that violate search engine rules in an attempt to achieve quick results. These tactics can lead to penalties in the long run.

SEO helps websites achieve better rankings on search engines, resulting in increased organic (free) traffic, improved visibility, and easier access to the target audience.

Search Engine Optimization (SEO) encompasses technical and strategic efforts to make a website or content appear higher in search engine rankings.