Search Engine Optimization, or SEO for short, is a massive subject with huge implications for your business, and most organizations aren’t doing any at all. Those who do, however, will enjoy the influx of website traffic that follows when you do it right.

Marketing is an art, and search engine optimization is no exception. Most marketers will say their favorite and most hated part of the job is the constant change. It’s Google’s world; we’re just living in it.

When there’s a change to the Google index algorithm that decides which sites rank and which don’t, you have to keep up or get left behind. Google isn’t exactly forthcoming with exactly how the algorithm makes decisions about who ranks where, meaning you have to get a little creative sometimes.

If you are new to this digital marketing art, here are 5 things you may not know about SEO that will help you optimize your site, rank higher on Google search results pages, and elevate your business’ online presence.


SEO architecture

Search engine optimization has many moving parts.

It’s Easy to Bite Off More than You Can Chew

SEO is made up of many different disciplines. There’s content marketing, technical search engine optimization, link building, and local SEO, to name a few. It is best to decide which path fits your business, workflow, and strengths. 

Keep it simple in the beginning and follow Google webmaster guidelines. It’s better to do a few things well than many things poorly. A mistake can send your ranking downwards as fast as it can get you to page 1 of the search results page. Titles, meta tags, and image alt tags are a good place to start, but time consuming tasks like building links might best be left to the experts.

Google’s Recommendations are More Like Really Strong Suggestions

New products, techniques, and services are the secret to staying at the top of your SEO game. Mobile first indexing, AMP pages for mobile devices, and HTTPS are a few of these breezy best practices you should adopt before you find yourself on page 2.


When it Comes to Search Engine Optimization, There is No Page 2

Two thirds of clicks on Google search engine results pages happen on the first 5 positions. That means over 95% of website traffic comes from the front page. To make matters worse, click through rate (CTR) is a ranking factor. Sites that need clicks to increase search traffic are least likely to get them.

Thankfully, there are many places your site can appear and even more ways to get ranked on them. Even your social media efforts can help your SEO goals.


Content is king graphic

Content is King

Content is King and Now Everyone Knows It

It’s true. Writing high quality content that incorporates targeted keywords and focuses on your audience is the Old Faithful of SEO techniques. Unfortunately, everyone is doing it, and that makes content marketing one of the most competitive aspects of search engine optimization. Use Google Search Console for metrics on your site’s organic search queries. This is the start of your keyword research. Look for keyword opportunities in your site’s web searches. Create lush content centered on those terms, and don’t forget about site standards like privacy policy and terms of service pages.

The Color of Your Hat Matters

Like an episode of Spy vs. Spy, SEO can be separated into black hat and white hat. You may hear about a quick way to rank, but resist the dark side. It usually leads to a bad user experience, which is why Google is against it in the first place.

Black hat techniques are on the edge of, or well into, breaking the web page rules Google has set forth. Trying to cheat the system may work initially, but once it catches on it’s only a matter of time before the algorithm drops the hammer. When that happens, say goodbye to whatever progress you’ve made, and you’ll likely take a step backwards. You may hear about a quick way to rank, but we suggest avoiding the temptation.

search engine optimization robots

Think like an SEO robot.


SEO is a deep subject that is constantly in flux, but it’s manageable as long as you stay organized and stick to your strengths. If you’re completely overwhelmed, you aren’t alone. Many marketing departments just don’t have the bandwidth to tackle such a multi-faceted discipline.


Primax Studio understands the challenges faced by website owners and businesses of all sizes and works hard to complement the capabilities of our clients by filling in the gaps. Maximizing ROI and delivering clear, consistent results is the Primax Studio difference. Let our SEO specialists audit your site for free and show you what’s possible.

About the Author

Jim Farinacci