TrainingSEO Training How Does SEO Work?

How Does SEO Work?

For the purpose of this training, SEO breaks down into two main areas:

  • On Page SEO
  • Off Page SEO

Successful SEO is about doing both of these well and having both work in harmony, one supporting the other.  To understand why these are both important, we need to understand what Google is trying to achieve.

Understanding Google’s Mission

Google’s mission is to find the best, most relevant information for each search that is made on their website.

How do they do this?

Google is looking for two things:

  • Relevance
  • Authority

Relevance and authority are decided by on page and off page factors.


Relevance is the key to showing Google that your content closely matches the users search query.

We build relevance primarily through:

On Page Factors

  • Creating great page content that is relevant to the search query, we do this page by page, selecting what search phrases we feel this page should be optimised for
  • Structuring the page with the right heading and meta data
  • Building internal links from other pages with keyword rich anchor text
  • Grouping together content that is on the same or similar topics

Off Page Factors

  • Getting external links to your web pages with relevant anchor text, preferably from pages with related content on them


Web site and web page authority is built through:

On Page Factors

  • The age of your domain, if your site has been online longer, it is more trusted and authoritative in Google’s eyes

Off Page Factors

  • Getting external links from other trusted, authoritative domains

Next:  On Page SEO