Digital Marketing Agency Lahore

What Is SEO And How It Works?


SEO stands for Search Engine Optimization. It is a digital marketing strategy that is applied to an online website or blog to improve its organic positioning in internet search engines such as Google .

With a correct application of SEO in online sites, you can position yourself in the Google search engine, increase online visibility and get traffic (visits).

If you are just entering the world of web positioning, I invite you to immerse yourself in the following lines so that you can learn what SEO is and how it works?

Don’t miss this beginner’s guide!

What is SEO in digital marketing? Definition, Meaning & Concept

Search Engine Optimization, one of the many digital marketing strategies, consists of optimizing a website so that it has visibility in the organic results of search engines such as Google.

That is to say: Search engine optimization tries to improve the ranking of a virtual site within the natural results.

Search engine optimization is the process of improving a site so that search engines can better understand it.” Search Engine Optimization is not only related to websites and Google. It can also be applied, for example, to position videos within the YouTube platform.

What is On-Page SEO?

“SEO within the page”. It refers to all the optimizations that can be done within the website.

On page is applied with the aim of obtaining better natural positions.

Some internal optimizations are:

  • Improve loading speed
  • Add keywords in the appropriate spaces
  • Optimize pages for different electronic screens
  • Optimize title and description

What is off-page SEO?

“Off-page SEO”. It lies in all the actions that are carried out outside the website to improve its ranking in search engines.

The best-known activity of off-page is obtaining external links (which must be of quality to have an impact on the positioning of the site).

What is SEO for?

Search Engine Optimization is used to give visibility, positioning and increase organic traffic to a websiteIt is also useful for improving the user experience (UX)

With the execution of good SEO strategies, it is possible to generate business.

What is the importance of SEO?

Now that you understand what Search engine optimization is, you should know exactly what its importance is. To do so, I will list two relevant points:

  1. Improve the website
  2. create authority

1. Improve the website

Search Engine Optimization is considered important because it improves digital pages and the website in general.

Its different techniques are focused on making a website better for both the user and the search engine.

2. Create authority

SEO allows a website or blog to gain authority within its sector over time. A high authority in the digital space brings several benefits, among them, visits and monetary gains.

Sustainable SEO: Long-Term Benefits for Your Business

How does SEO work?

Search Engine Optimization works by implementing various techniques and strategies including, for example, keyword research and website architecture .

The entire set of SEO tasks that are put into practice have a specific purpose:

  • Appear as the most relevant natural result for the user’s query
  • Gain website traffic
  • Get lead generation

3 advantages offered by the SEO strategy

With a good deployment of the SEO strategy you can achieve favorable results for your website. Some are:

1. Get traffic

Often one of the main objectives when creating a website is to get traffic (visits)

Through Search Engine Optimization, this objective can be achieved, since it helps the visibility of a site so that more users can access it.

2. Get business opportunities

It allows you to obtain business opportunities so that you can, for example, increase sales of products or services.

By driving quality traffic to your site, people are more likely to take favorable actions on your site.

3. Increase recognition

With good search engine rankings, brand recognition will increase considerably.

If you are looking to gain a foothold in the market, Search Engine Optimization well done offers it to you.

The 3 ways to apply SEO

SEO can be applied in 3 ways and each one is called: White Hat, Gray Hat and Black Hat.

White Hat SEO

White Hat SEO

White hat is the SEO that follows the Google guidelines in order that all the actions that are carried out for a website are transparent and pleasant for the search engine.

Gray Hat SEO

Gray Hat SEO

Gray hat is SEO who does both practices that do not violate the guidelines and those that do. It is somewhere in the middle between white hat and black hat SEO.

Black Hat SEO

Black Hat SEO

Black hat is the SEO in which all the actions that are carried out violate the guidelines that Google or another search engine imposes.

In this form, Search Engine Optimization is applied with the aim of manipulating search results and deceiving search engines.

What is the SEO title?

The title is an HTML element that essentially presents what a certain web page is about. You can see it in the SERP and browser tab.

What is keyword density?

Keyword density refers to the number of times a keyword appears in a text compared to the total number of words it contains. Keyword density should be between 2 to 3% according to the article length.

Do I hire a professional to do the SEO of my website or blog?

If you have the money to invest, but not the time or desire to do SEO on your website, I suggest you hire a professional to do it for you.

In the end, it is better that you hire an SEO specialist to immediately start working on your website than to stay in the depths of Google .

And if you don’t have money, start doing the work of your site yourself by constantly consuming free content.

How to position your website in Google for free?

Here are 10 ways to position your website in Google for free:

  1. Work on long tail keywords
  2. Do keyword research
  3. Compete with forums and question sites
  4. Responds to the user’s search intent
  5. Make sure the website is mobile friendly
  6. Find the zero position
  7. Take content to another level
  8. Optimize on-page SEO
  9. Update old content
  10. Perform internal linking

Delve deeper into each one.

SEO For Beginners: What Is SEO, And How Can You Get On The First Page Of Google?

Mini dictionary of SEO positioning


The acronym SERP is “Search Engine Results Page”. SERP refers to the results displayed by a search engine such as Bing or Google.

2. Keywords

Keywords are search terms that a user enters into a search engine.

For example, a keyword is “what is SEO and how it works?”

3.Keyword research

Keyword research is based on finding keywords manually or with online tools that are profitable and relative to a website or blog .

4. Link building

Link building or construction of links, is the set of actions that are carried out to get external links to point to a website or URL .

5. Internal links

Internal links are links that direct the user from one page to another without leaving the website or domain .

6. Spider Web

Web spider or web crawler, is an automated computer program that crawls and explores web pages on the internet.

7. Negative SEO

Negative SEO is the set of malicious techniques that are applied to a website to harm or ruin its positioning in the SERPs.


The CTR is the number of clicks a link receives compared to the number of impressions it has obtained .


The sitemap is a map that collects all the relevant URLs of a domain .

10. Local SEO

Local SEO consists of applying different strategies to a website so that it appears in local searches .

11. Search intent

Search intent is the answer that a user wants to find when they make a query in a search engine.

4 free SEO tools you need to know

  1. Google Trends
  2. Google Search Console
  3. Google Analytics
  4. Google Page Speed ​​Insights

1. Google Trends

Google Trends is owned by Google.

Google Trends

In it you will be able to know what words are trending in a certain country (if you wish) and you will be able to compare them with others.

It is a very useful tool to know which words are having searches and accordingly, for example, create articles.

2. Google Search Console

Google Search Console  is a service of Google.

Google Search Console

This tool is one of the first that you should use because it allows you to improve, correct and verify that your website or blog is in optimal conditions so that it can position itself effectively within Google.

3.Google Analytics

Google Analytics is another Google tool.

Google Analytics

It helps you to monitor your website so that you know different useful reports so that you can plan and deploy actions.

4. Google Page Speed ​​Insights

PageSpeed ​​Insights  is a tool that allows you to know the loading speed of your site .

Google Page Speed ​​Insights

The results will give you both mobile and desktop, it will also show you suggestions so that you can achieve better web speeds.

SEM AND SEO: Two different strategies to appear on Google

There is one more way for your website/blog to appear on Google and it is with SEM.

The SEM strategy is based on paying to appear in the search results .

If your website is an agency or an e-commerce, the SEM strategy will probably be very useful for you. On the other hand, if it is a blog, it may not attract your attention as much.


Applying Search Engine Optimization on your website is really interesting if you are looking for: greater organic visibility, improved user experience and more possibilities of profitability.

So I invite you to continue preparing yourself on this subject if you align yourself with the previous goals.

Do you have any doubts about what Search Engine Optimization is or you want service? Contact Us

Muhammad Fahad

I'm Muhammad Fahad, a digital marketer with a successful track record in crafting and implementing effective online strategies. My expertise lies in developing and executing effective online strategies to help businesses thrive in the digital landscape.