Overview of SEO and Elements that Affect Search Rankings

There has been a surge in the digital marketing industry, especially after the COVID pandemic. As a result, businesses have taken a leap to employ SEO services to reach customers and boost their sales.

If you are new to the field, you must know what is SEO and what factors determine the ranking of your website on search engines. So, this article discusses Search Engine Optimization and its elements in detail.

What is SEO and SEO Ranking Signals?

SEO stands for Search Engine Optimization, which refers to optimizing your website’s web pages and content (images/text/videos) to rank higher on search engine result pages. In simple terms, SEO techniques make visitors view your webpage and content more often, boosting engagement and helping your business propel.

SEO refers to the process of making your website attractive and friendly for both users and search engines. A simple example of SEO is using relevant keywords in your content to make the page appear first when users type exact or similar words in search engines.

Techniques Used in SEO

SEO techniques involve changing a website’s content, HTML, coding, and other related activities. There are different techniques used to improve a website’s ranking in organic search engine results pages.

SEO professionals working for your business follow two main objectives – generating more website traffic and improving traffic quality.

Businesses may employ many SEO techniques to optimize their websites for higher rankings on SERPs. Some common ones include keyword research, creating content around those keywords, using Meta Tags, link building, using social media to increase visibility, and others.

Understanding Different SEO Ranking Signals

SEO Ranking signals are factors used by search engines to determine how high or low a website should appear in its organic rankings (when a user types a search query and results are shown by the pages). Some ranking signals include:

  • Page titles
  • Page descriptions
  • Meta tags
  • Keyword density
  • Anchor text
  • Backlinks
  • Internal links, etc.

These signals help the search engine to decide which content is relevant and authoritative to be displayed to users on the results page. Some SEO ranking signals also include other factors such as website speed, mobile-friendliness, and structured data. All these elements work collaboratively to increase your website’s visibility on SERPs.

Factors that Affect Search Rankings of Your Website

So, now that you know what SEO and its ranking signals are, let’s move ahead in understanding the factors affecting search engine rankings.

  1. Quality Content

As the saying goes, “Content makes you the King.” Content does play a vital role in deciding the ranking of your website on search engines. Quality content should be meaningful and add value to the user’s query. It should be written considering the audience’s needs, preferences, and choices. Also, it should be free of grammatical errors or plagiarism. In short, it should make sense.

  1. Keywords

Keywords are one of the most important SEO ranking signals as they help search engines figure out what your web content is all about. Therefore, you must use relevant keywords throughout your content so that it appears when users type them in the search engine.

  1. Link Building

Link building is an important SEO tactic that helps to drive traffic to your website and build a strong online presence over time. So, use quality links from other websites to improve your website’s authority as well as visibility on search engines.

  1. Page Speed

Website speed is important in SEO ranking signals, as slow-loading pages can significantly reduce user engagement and lead to poor rankings.

  1. Mobile-Friendliness

These days, most users search queries using their smartphones/tablets. Besides, search engines rank your website lower if it is not optimized for mobile devices. Therefore, ensure that your website is responsive, so users can easily access the content on their phones or tablets without any issues.


Once you clearly understand what is SEO, the next step is to understand the vital factors that boost your website’s rankings. Implementing an effective SEO strategy is a great way to improve your rankings and help your business reach its objectives. With the right SEO tactics, you can maximize your website’s visibility and gain more customers or clients for your business.

In addition to the abovementioned factors, various other elements can affect your website’s ranking on SERPs. However, if you focus on implementing a proper SEO strategy and following the best practices, you can easily improve your website’s performance in organic rankings.