What is SEO?

SEO or Search Engine Optimization is the name given to the activity that attempts to improve search engine rankings by driving targeted traffic to your website. Common tasks associated with SEO include creating high-quality content, optimizing content around specific keywords and building backlinks.

Search engines want to provide the best for their users so they not only deliver search results on pages that are high quality but also relevant to what searchers are looking for. Search engines will scan websites to learn what they are about which helps deliver more relevant results to those who are searching for specific keywords or topics.

What goes into SEO?

SEO is the process of optimizing your website to increase the quantity and quality of traffic to your site through organic search engine results. SEO involves making changes to your website design and site content to make it more attractive to a search engine. 

To understand the true meaning of SEO, let’s break down the three main parts:

Quality of Traffic

The quality of traffic directed to your site is of the utmost importance. Your site can attract numerous visitors, but the only views that matter are the visitors that are genuinely interested in products or services that your business offers.

Quantity of Traffic

Once you have the right people clicking through to your site from search engine results pages, the more traffic the better.

Organic Results

Ad’s make up a significant portion of many search engine results pages. Organic search traffic is any traffic directed to your website that you don’t have to pay for.


Favoring quality over quantity in building your content will result in more clients!

Factors That Impact SEO

Now that you know what SEO is, let’s take a look at some of the factors that can impact your website’s ranking. The factors that impact search engine results pages include both on-page and off-page factors, that will be discussed in further detail below.

Content Marketing

Before we dive into on and off page factors, let’s discuss content. The type of content produced is effective in attracting the search engines and making connections with site visitors.

The more relevant, higher quality content pieces that you have on your site, the more likely search engines will rank your site higher on search engine results pages. Creating content that is engaging to visitors will most likely have them spending quality time on your site.

The key to creating content that is optimized for both search engines and your site visitors is to have a variety of content pieces that are most relevant to your audience. 

Here are a few different types of content that can be added to your site to help improve your search engine rankings:

  • Informative videos
  • Blog Posts
  • How-to guides
  • Social media content
  • Infographics/visual content

Something else to consider when creating SEO content for your site is keywords and phrases. These are relevant combinations of words and phrases that a user can type into a search engine to find answers to their questions or more information on products or services. Creating content around these keywords and phrases will improve your chances of ranking higher on search engine results pages.

Creating brand new, fresh content is another factor that can impact your search engine ranking. Frequently posting new content to your site, updating posts, and adding new information are all ways to keep your content fresh. 

On-Page SEO

On page seo factors all have to do with the elements of your own website, which are things you have complete control over. You can work to improve these factors over time by optimizing both the content and HTML source code of a page. 

Here are some on-page SEO factors that can help improve your search ranking:

Title Tag 

The most important of all tags on your page is the title tag. The title tag outlines what the page is about; it is what users see on the search engine results pages, and also the words that appear at the top of each tab in your browser. 

Meta Description

The meta description tells search engines and helps visitors understand what your site is all about. A well written meta description can create a higher click-through rate with a greater chance of conversions, generating a competitive advantage.

Heading Tags 

Headings can be used to represent different sections on your page and should include multiple tags. H1 is the most important tag on the page and you should never have more than one. You can include multiple subheadings; h2’s or h3’s as users scroll down the page to represent different sections. 

Image Name & ALT Tags

When using images on your website, make sure to include your keyword in the image name or ALT tag. This will help search engines better index your images and can appear when users search for images with that certain keyword.

Internal Links

Building internal links to other content on your website can help search engines learn a lot more about your site. An internal link is a link from one page to another page on the same domain. Internal linking aids in website navigation, defines the architecture and hierarchy of a website, and distributes page authority and ranking power throughout the site.

Off-page SEO

In addition to on-page SEO factors that you have control of, there are also off-page SEO factors that can impact your ranking. You cannot directly impact these off page factors, but there are ways that you can improve the chances of these working out in your favor.

Here are some off-page SEO factors that can help improve your search ranking:


Having high quality backlinks to your site is one of the most important factors of off-page SEO. You can get backlinks to your site by guest posting or blogging, social media activity, influencer marketing, and simply creating high-quality, shareable content on a regular basis. 

Social Activity

Social signals such as likes and shares are another important factor of off-page SEO. Receiving quality shares from influencers is a great way to boost SEO. The more creative, relevant content you post to your site will result in the likeliness of people sharing your content with others.


If you would like help with your SEO plan, please contact IFTS for your free one hour consultation.
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