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David Nathan
David Nathan
CEO / Founder
Published on
October 2, 2020

What Is Search Engine Optimization (SEO) And How Does It Work?

If you are looking for help with Search Engine Optimization in today’s competitive environment, you first need to understand why Search Engine Optimization is one of the most often mis-understood pieces of modern digital marketing.

On a basic level, the definition of SEO, according to Google itself, is “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.” SEO is different than paid advertising, and though not always, it can often be much more effective and less expensive than paid ads.

So you might be wondering:

How do I do SEO?

And to answer this question here are a few of the basic concepts you need to focus on:


The content on your website, how well it’s built, and the overall structure you use for your copy writing and navigation all impact how Search Engines determine your ranking.


A little bit of keyword research can go a long way. Tools like Google Trends and Moz can very quickly generate lists of quality related keywords and searches, and the more you can smoothly incorporate these into your website the more your site will be deemed relevant to similar searches.


Tools like Yoast and Google Analytics can be helpful, but they do not replace at least a basic understanding of how SEO works. The more you can understand how the search engines think, the easier it becomes to get their attention.


You might not think of design as an important aspect of SEO, but without good design you just end up with an ugly website that has way too much writing that nobody will ever read, and obnoxiously long lists of towns and services that Search Engines are starting to catch onto anyway.


These are links on other websites that point to your website. More backlinks from website with lots of website traffic, the better you will rank


A good understanding of your SEO competition will determine how difficult, complex and costly it will be to make a beneficial difference in your ranking, and whether SEO is the right thing to be focusing on.

Optimization, optimization, optimization!

Like every aspect of marketing, SEO is a process of constantly improving. There are lots of best practices, and what works for one website is not always effective or necessary for every website.

Not sure SEO is for you? Click Here for some other ways that you can get more traffic and higher conversions.

Should I pay for SEO services?

People will always be vying for those coveted page 1 Google listings, so make sure you pick the right strategy and never take your eyes off of it.

SEO is not magic, and with time and effort anyone can learn how to do it. Even if you plan to hire an SEO company, it is definitely recommended to have at least a basic understanding of how SEO works so you can hold your service provider accountable and understand what they are doing.

At Scaler Marketing, we believe that transparent SEO is the best kind of SEO, and an educated client is the best kind of client. We want you to know what’s going on so you can make educated decisions, and ultimately do what is best for you, not what is best for us.

So, if you find yourself looking for help with SEO and would like to find out if Scaler Marketing might be a good fit to help you accomplish your SEO goals, reach out, don’t be shy at all, and we will be delighted to answer your questions and help point you in the best possible direction for your SEO needs.

Scaler Marketing