Have you ever typed something into a search engine, clicked the first result, let’s say Nike, and then a few days later searched the same thing only to find Adidas at the top instead? “Weird”, you may think to yourself, then you click the first result without a second thought. Although seemingly trivial for the everyday shopper, to brands, that simple shift in ranking can mean millions in lost or gained sales. Behind every search result is an ongoing battle among digital marketers, all fighting for the legendary number one spot. Today, we will explore search engine optimization to gain a better understanding of what is really going on behind the screen, then what digital marketers do to improve their results!
What is Search Engine Optimization and How Does It Work?
Search engine optimization (SEO) is the process of optimizing a website to increase its ranking on search engine results pages (SERP). Now how is this done? Simple, through the process of crawling, indexing, and ranking. Although those may seem like three random and unrelated words, let me walk you through their process and how they determine what sites are shown and which ones are banished to later pages of the SERP.
- Crawling: A search engine uses automated bots known as “crawlers” that scan web pages through links to best answer questions typed into the search bar. This process is happening constantly.
- Indexing: Once crawlers have gathered enough data, they put it on a large list (database).
- Ranking: This is the important part, the search engine uses algorithms, in order to determine the ranking of the websites listed in the database. Put simply the higher the rank, the closer to the first search result a site has.
Improve Your SEO!
Now that I have filled your head with digital marketing jargon, it’s time to improve that ranking! This process is simple, you just have to EEAT! Now if the first thing that came to mind was to get some food, you are not entirely wrong. It is always best to be well fed when working, however the type of eat I am talking about is:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
These are Google’s guidelines to garner a high ranking in the SERP, so let’s look at some strategies on how to properly EEAT.
- On-Page SEO: This process requires some research, you must find what questions your customers are asking, then add them to headings and subheadings in your site. For example, Toyota’s 2026 Corolla Cross Hybrid page uses terms like Hybrid, MPG, and Audio Multimedia, all popular search terms among car shoppers. These elements show that Toyota has expertise in web design and user experience, as well as the trust and authority that come with having an established brand. Through a simple Google search we can see how Toyota uses On-Page SEO to rank first for hybrid SUVs.
- Technical SEO: Ever clicked on a site that took forever to load, or tried using one on your phone that just didn’t work right? The digital marketer behind that site would benefit from Technical SEO. Notice how sites like Amazon load almost instantly, despite being full of images and listings. This is due to a team of website builders, optimizing code and compressing images which once again, is a key example of web design expertise, allowing the website to secure as many top results as possible.
- Link Building SEO: When ranking, one of the biggest factors search engines consider are links. But before you add dozens of random links to your site in hopes to increase your ranking, it’s important to understand what links matter. Having links to and from relevant and reputable sites show search engines that your site has credibility. Think of it like the company you surround yourself with: would you rather be surrounded by troublemakers or by rule-followers and team players? The latter clearly makes you look more reliable.
Wrapping It Up
SEO isn’t just about algorithms and keywords, it’s about building trust, providing value, and creating a seamless experience for users. From optimizing your pages, improving technical performance, or earning quality links, each step strengthens your site’s credibility and possible ranking. Successful SEO isn’t a one-time change but an constant process of learning, adapting, and improving.
If you found this helpful and want to learn more about digital marketing and SEO strategies, visit my site for more blog posts!
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