What Is SEO and How It Works

Singapore business owners need to know what SEO is an how it works. MediaOne Business Group Pte Ltd
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One of the biggest questions that Singapore business owners tend  to ask is, “what is SEO and how does it work?” This is especially the case for new businesses that are concerned about their SEO ranking. The entire process tends to be somewhat intimidating for startups and small business.


The good news is that SEO is not as difficult as many assume it is. Even if you have no in-house team, there are still a few things you can do on your own to optimise your website.  In this article, we will offer a simple guide to SEO and how it works.

SEO and How It Works

When you consider all of the different factors that can have an impact on your rankings, things can get rather complex. However, the basic process is pretty easy to understand. The main goal of the search engines is to offer the best results for the users. They prefer content that is high quality and relevant to what the user is searching for.  

To do this, the search engines will crawl websites to get a better idea of what they are all about. In this way, they can deliver the most relevant results to searchers. They will also determine how easily the site can be navigated, read, and ensure that it offers a user-friendly experience.


SEO, better known as search engine optimisation, is the process of optimising your website to get unpaid traffic from the search engine results. In other words, SEO refers to the changes that you make to your content and website design so that it is more attractive to the search engines. This way, you rank higher in the search engine results. The benefits of SEO is that you can save yourself the expense of paid marketing because your traffic will be organic.  

Factors That Affect SEO

Now that you are more familiar with what SEO is and how it works, you need to know which factors have an effect on your ranking. Though Google has never revealed it’s exact algorithm, it does recommend that website owners concentrate on certain factors.  These include factors that are both on-page and off-page.

Content Marketing

Before we discuss on-page and off-page SEO, let’s talk about the importance of content. One of the best ways to gain favour with the search engines as well as make a connection with your visitors is with solid content. The higher the quality of your content and the more relevant it is, the more likely the search engines will give you a higher ranking in the search results. Also, the more engaging your content is, the more time your visitors will likely spend on your site and make a purchase.

The secret to great SEO copywriting is creating different types of content. This means you need to create blog posts, e-books, tutorials, infographics, and videos. Also, you need to make sure that this content is well-written and something that your audience will be interested in reading.


Another important factor in creating content is making sure that you’re using the right keywords. These are words and phrases that users are most likely to type into the search engines when looking for your topic, products, or services. When you include these keywords in your content, you can improve your chances of getting a high ranking. Just make sure that you avoid overusing keywords or keyword stuffing.  

Your content should also be fresh. This means that you should regularly add new content to your website. In some case, this may simply mean updating or rewriting your old posts. Perhaps you have more information or statistics to share.

On-Page SEO

Everything that happens on your website is considered to be apart of your on-page SEO. These are the elements that you have control over. And this means that you can work to improve these factors over time by using SEO best practices. On-page SEO includes more than just your content.

You must consider your title tag. The title tag lets the search engines know what your page is all about. The title tag must be 70 characters or less. It should ideally include relevant keywords.


You should consider your meta description. Just as is the case with the title tag, the meta description gives the search engines a better idea of what each page is about. However, it’s more detailed. It should also include relevant keywords. The meta description can also be helpful in letting humans know what the page is about.


Take your sub-headings into account. Sub-headings make it easier for visitors to read your content. It can also have a big impact on your SEO. Use H1, H2, and H3 tags so that search engines can better understand what the content is about.


Use internal links. Whenever you build internal links, or hyperlinks, to other pieces of content on your website, it helps the search engines learn more about your website. For instance, if you’re writing a blog post about the value of certain products or services, you can link to your product or service page in that post.

Use alt tags. If you’re using an image on your site, then you need to include keywords in the image’s alt tag. This ensures that search engines will index your images, which will appear whenever users perform image searches for specific keywords.

You should also consider the structure of your website. It’s extremely important that your website is mobile-friendly. This means that no matter what device users are viewing your website on, your website adapts to it. Users can easily read and navigate your site.

Off-Page SEO

Not only can the elements on your website make a huge difference in your SEO, the elements outside of your webpage can make a difference as well. This is referred to as your off-page SEO. Unfortunately, you don’t have a lot of control over your off-page factors. However, there are a few tactics that you can use to make things work in your favour.

For instance, trust is a big off-page SEO factor. If you want to secure a great ranking in Google, then you need to show your visitors that you are trustworthy. One of the best ways to do this is with quality backlinks. Specifically, you should work to earn backlinks from authoritative websites. This requires building relationships with influencers in your industry.

Another off-page factor is social signals. This refers to shares and likes. It’s a good idea to encourage influencers to share or like your posts on their social media platforms. The key to getting shares and likes to create content that is of high quality.

Black Hat vs. White Hat SEO

It’s important to keep in mind that there are two distinct approaches when it comes to SEO. One of black hat and the other is white hat.  In some case instances, organisations may only be interested in ranking their content quickly and making a quick buck. They are only concerned about the short-term. This is what leads to their use of black hat SEO. These tactics usually cater to the search engines and don’t take the human visitors into consideration at all. They must bend, or even break, the rules in order to improve their rankings. These websites usually come across as spammy and are very difficult for the users to read. Also, black hat techniques result in penalisations.

Conversely, organisations that are focused on long-term results use white hat SEO. This approach requires that businesses focus on the human visitors. The main goal is to produce SEO is to produce valuable, relevant and helpful content. They also want to ensure that visitors can easily navigate the website.


Final Takeaways

SEO may be an involved process, but the basics are more simple that most Singapore business owners realise. There are a lot of factors involved, but the key is to provide content that is relevant and valuable. Make it easy for the search engines to understand what you offer so that they can better serve your audience. Also, keep in mind that the benefits of SEO will not kick in overnight. It’s a process that takes time. However, the benefits far outweigh the wait.

August 03, 2018

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