When an SEO firm helps with the optimization of a website, they’ll typically be looking at on-page and off-page optimization tactics to increase organic rankings of pages in the search engines. On-page optimization is important to help ensure that the website is properly optimized for search engine crawlers, and off-page efforts allow for visibility to increase on the internet.

In the most simplified terms, SEO firms look at the fundamental elements necessary for a web page to rank in search engine results. This includes looking at the content on the page, keyword relevance to search queries, inbound link metrics, social media presence, website coding, and image optimization. There are many more detailed tactics like schema data, local SEO, rich snippets, voice search SEO, and mobile SEO, but this article will focus on the basics of SEO optimization.


A content-based SEO strategy is an integral part of any SEO strategy. High-value, keyword-rich content is the foundation of a successful SEO effort. Search engines are designed to index and rank web pages based on their content for relevant search queries. Therefore, a web page that does not contain user-friendly, keyword-rich, and well-written content will not rank well in the search engine results pages. Content should include a number of keywords and phrases related to the overall point of the page, which can include product or service descriptions, the brand’s mission statement, reviews, and blog posts to name a few. Additionally, content should incorporate internal links to related pages and external links to authoritative websites.

Keyword Relevance

A good keyword research campaign is essential for SEO success. SEO firms look at targeting groups of keywords and develop content around them. Finding keywords with high search volume and low competition is the goal of SEO and keyword research. Additionally, Creating content around keyword phrases and related terms related to the brand’s products or services will ensure that the web page gets indexed by search engine crawlers. After the pages are indexed, organic search results will increase when users search for the selected keywords.

Inbound Link Metrics

Inbound links to a web page are considered one of the most important ranking signals by search engines. Inbound links (also known as backlinks) indicate that a website is popular and relevant. However, not all backlinks are created equal. Inbound links from high-authority websites are more valuable than links from low-authority sources. Additionally, links from irrelevant pages or websites can harm a web page’s rankings. Therefore, an SEO firm looks for a combination of relevant, quality backlinks from high-authority sources to improve a website’s organic rankings.

Social Media Presence

Search engines and social media websites are becoming increasingly intertwined. Therefore, a strong social media presence can help a website improve its organic rankings. Social media platforms like Facebook, Twitter, Instagram, and YouTube are used to reach potential customers and boost engagement. Additionally, these platforms can help boost organic traffic to a website if they’re used properly. SEO firms will leverage social media platforms to optimize and promote websites and to help get backlinks from top-tier websites.

Website Coding

The HTML code of a website can greatly impact its rankings in search engine results. Search engine crawlers are designed to read the HTML code of a website which contains the content, titles, descriptions, and other meta tags. Therefore, if a website is not coded properly, then search engine crawlers will not be able to index the website. Additionally, if the website is not coded properly, then the content and other features may not render properly. An experienced SEO firm will audit a website’s coding to help ensure that the website is optimized for both search engines and users.


SEO firms will also look at image optimization when helping a website rank better in search engine results. Image optimization is important for two reasons. Firstly, users are more likely to click on websites that include informative images to convey their message. Secondly, images can help a web page achieve higher organic rankings in search engine results. There are several methods to optimize images including compressing files, using descriptive alt tags and file names, and using the right file types.

Every website is unique and requires a calculated and strategic combination of optimization tactics in order to rank higher in the search engines. An experienced SEO firm will focus on various elements such as content, keyword relevance, inbound link metrics, social media presence, website coding, and image optimization. By doing so, they will be able to ensure that the website is properly optimized and can rank higher in the organic search engine results.