What Is An SEO company & How Does It Work?

November 11, 2020

If you’re trying to improve online traffic for your business, you’ve probably heard of SEO. Your first thought was likely, “What is an SEO company?”

Search Engine Optimization (SEO) is the process of getting your business to appear amongst the top of search results. At first glance, it may seem like something that happens at the fate of Google’s algorithm and out of your control.

That is partially true. We are at the mercy of Google’s algorithms.

However, reverse engineering search result rankings is quite a straight forward task. SEO is all about matching the users’ search terms to what they’re looking for.

What is an SEO Company?

An SEO company meeting with charts and planning materials
An SEO Company Strategizing

SEO companies make it their business to help your business rank higher in online searches. They do this so that you don’t have to spend hours worrying about it yourself. But what exactly is it that they do?

First, we’re going to talk about how an SEO company helps you rank higher. Next, we’ll explain how that’s accomplished. Most importantly, an SEO agency’s job is to get your phone ringing off the hook and your contact forms flooding your inbox. Keep reading to find out why SEO companies are important to you and your business.

Every Time a Search Engine Hits, a Business Gets its Wings

When you’re using a search engine, you are looking for something specific. If someone is searching for a product or service that you offer, ideally you’d want all roads to lead to your website. You want their business, while they want your business. That’s where SEO comes into play.

If your business can rank higher than your competitors, that’s money in your bank account. The idea is to direct users searching for your services to your website, where they will find a means to contact you for service. SEO companies also provide a wide range of other useful services. Some of these include an audit of your site, content writing, and a marketing strategy tailored to your needs.

What are the Benefits of Using an SEO Company?

There are many benefits of using an SEO company. Those include improving your search engine ranking and improving the quality of your website traffic. SEO will help you get leads better than any other marketing strategy out there. In fact, SEO is the most powerful marketing tool in today’s digital society. Below we will discuss some of those benefits.

Get Featured at the Top of Search Engine Results

Using the most current strategies, an SEO company can spruce up your website. This makes your website more attractive to search engines like Google and Bing. The right keywords spread throughout your website will attract the customers searching for those keywords. SEO companies will find what those keywords are and put them to work.

There are a ton of factors that go into ranking at the top, but there can only be one link in first place. An SEO specialist’s job is to beat out the competition by doing a better job. This could include:

  • Content that matches the search results better
  • Content that is more interesting to the user
  • A website that loads faster
  • A page that keeps the user on the site by clicking around for more information
  • Content that is organized in a better way
  • Optimized images, videos, charts, and PDFs
  • A more aesthetically pleasing page and website
  • And many more

Being at the top of search results is increasing the odds of a client clicking onto your website. That’s where the next step comes in.

Drive Traffic to Your Business Organically

With improved rankings comes a huge increase in traffic. You could try to cut the line with Pay-Per-Click advertising, but it’s not as effective as proper SEO. Now that the user has navigated to your site, your SEO company needs to ensure that they are converting to cash.

Everyday Google processes over 3.5 billion searches. Think about the last time you went to the 3rd, or even 2nd page of search results to find what you’re looking for. Almost never, right? You’re not alone. Most users will stick to the top 5 results for nearly every search out there. These clicks to your site are what are called organic traffic.

Putting your business in the spotlight and directing traffic is a huge portion of the work that an SEO agency does. It doesn’t end there, however.

Improve Your Trust and Gain Authority

It’s no secret that the more website traffic you get, the more exposure you will have. That’s why continuing to push out high-quality content that engages and educates your readers is a crucial part of SEO. As you build trust through educating your readers and website visitors you will gain authority in your industry and that means massive business growth.

After all, would you trust to a plumber with 5-star reviews or 1-star? How about a restaurant with 5 vs 3? In the eyes of Google, it’s the same thing. We don’t see it, but Google has a trust rating for each website and business. This rating is constantly changing. The more satisfied a user is, the higher the ranking will be. But how does Google determine satisfaction?

There are a lot of key factors that Google looks for, such as:

Time spent on the page

Typically, the longer you spend on a web page, the more interested you are in the content. This is a strong indicator to Google that the user likes what they see. They also know what keywords they used to land there, so they put two and two together rather easily.

Time spent on the website

It makes sense for a user to continue to peruse your site after entering your site through that initial page. Maybe they came looking for a plumber, but then found more interesting stuff to read. This indicates to Google that the site has relevancy to the keyword that led them here.

Bounce Rate

This is a technical term that really just asks the following: “Did the user find what they were looking for?” Let’s pretend they looked for a plumber, but landed on a page selling plungers. The user then quickly clicked the back button of their browser and went on to check the next result. This would indicate to Google that the page isn’t really about plumbers, so the ranking would suffer.

A good SEO agency will monitor your pages for a high bounce rate. Ignoring this metric would cause that page to lose rank and lose the traffic associated with it. This page might be too complex of a subject for a single page, or conversely, too thin. Thin content is content that provides very little meaning or value.


Backlinks are simply links that lead back to your site. If you have some excellent information about plumbing and other plumbing websites link to you, there’s a good chance you’re the go-to plumber guy. A lot of SEO companies will argue that building backlinks is the single most important part of the campaign. While they are important, an excellent SEO company knows that backlinks come naturally with good content.

Be careful with SEO companies that try to sell a cheap service. Most of the time, these agencies will purchase low quality links that will actually end up hurting your ranks. In fact, purchasing links is against the Google Webmaster Guidelines.

Screenshot of Google Webmaster Guidelines showing rules about Link schemes
Backlink Building Should be Ethical

It’s clear that any kind of monetary exchange for a backlink is going to end in a penalty. What’s worse, is if the link is coming from a low quality source or spam.

It’s actually nearly impossible to resolve a Google penalty, so it’s best to just avoid it altogether. A good SEO agency will take good care of your business and ensure that backlinks are built the right way.

What’s the Process of Search Engine Optimization?

An SEO Marketer explaining how SEO works

Many companies will start by evaluating your current website and looking at its optimization level. This should include:

  • Architecture of the site
  • Content
  • Keyword usage
  • Speed metrics
  • Images
  • Linking structure
  • Meta tags
  • Landing pages
  • Service pages
  • Blog articles
  • Backlinks
  • Broken UI elements
  • And more

All of this will help the SEO company see your site’s strengths and weaknesses. Once that is researched, they’ll create a strategy to strengthen your search engine ranking.

Another piece of SEO is learning about your business, as well as your target audience. Knowing who your business services will help them know how to bring you more customers. This also helps SEO companies know what tactics need to be deployed to better suit your needs.

Your SEO agency will need to know what makes your business stand out from the competition. Showcasing your strengths is a great way to show clients that you care for them and will produce great work.

SEO Strategy and Goals

Once the analysis of your website is complete, the company will create a marketing strategy. They should be able to explain this strategy to you in plain terms. It’s extremely helpful to understand what they are providing and how it works. They should also align goals with your expectations so that everyone is on the same page.

Usually, the first few weeks are dedicated to fixing broken architecture on your site to make it easier for Google to understand your site. This may include fixing links and poorly functioning pages.

Sometimes, the existing website is too broken to use. In this case, your SEO company will build out a fresh, new website that may use some existing content from your current site.

Executing the Marketing Strategy

With proper keyword research and content planning, executing the strategy should be quick and easy. Simply listen to the data, stick to the strategy, and watch your website climb to the top.

It’s important to note, however, that the climb is a slow and steady race. Most content actually takes 3 to 6 months to rank. I know what you’re thinking, “What, no way! That’s so awful!”

You’re not alone. Many business shy away from SEO in fears of waiting forever to get results. However, the results are compounded over time and the returns are massive.

While SEO is a slow process, it’s a healthy one. During this time is when Google digests all your business offerings and understands how and where to rank your site. If it was instant, search engines wouldn’t be so useful.

Ongoing SEO

Search Engine Optimization is never a one-and-done deal. Search engines are always reevaluating their process so their service remains useful. This means that SEO companies are also reevaluating their tools and strategies. They provide continuous services to you, ensuring your site continues to rank as it should.

Sometimes this means updating content. Other times it means creating new pages for splitting up keywords or landing pages when something isn’t working right. Considering how long everything takes, it’s a continuous process to massage all the moving parts into place.

A smart SEO company knows that these changes are a good thing and help the world navigate information.

It’s important to add fresh content to your website. Google will see this as an indicator that you continue providing great resources for your users.

Competitors may get upset over your top position. Nothing is stopping them from contacting an SEO company to get optimized too. A good SEO strategy will stand strong for months, but there are ways to optimize further.

What Should I Look for in an SEO Company?A sign that says how to grow your business with SEO in mind

First, know that not all SEO companies are equal. Some may take shortcuts, which could harm your reputation and may result in penalties. There are many low budget SEO companies that will lure customers with an attractive price. Unfortunately, they will do more harm than good.

Look for companies that follow best practices. They’ll put in the hard work it takes to be a good SEO company. Four important things to look for are:

Success Rate

Look at an SEO company’s past successes. If they are good, you’ll see it in their case studies and testimonials from clients. Don’t be afraid to ask questions! A good SEO company has nothing to hide. You could even ask them “what is an SEO company” and “why do I need your services?”

SEO strategists use a variety of tools to track results and graph traffic. Usually, if they are doing a good job, these charts are easy to read. Look for growth in the upwards direction when examining success stories.

Remember, content is king. You can peruse the content on the SEO company’s own website to gauge their content writing abilities. If they cannot wow you with their writing, chances are, they aren’t wowing others.

Unique Services Customized for Your Needs

Don’t hire someone who has one set of tricks they apply to every customer. Each business is different which means each strategy should also be different. A company can’t help if they don’t take the time to know your business.

An SEO company that takes the time to analyze your market space and understand your competition will be positioned to make a positive impact.

Avoid Companies that Outsource to Third-Party SEO Companies

If your SEO company is not working in-house, how will you know what you’re getting? Stick with an SEO company that does all the work themselves. This helps with accountability and trust. Ask your SEO company if they outsource, and they should give you a quick answer.

Whatever strategy your SEO company offers, make sure it includes strategic research and back-end coding. It should also cover careful content planning and usage of target keywords.

Search engine optimization requires constant maintenance. Some reasons for this include:

  • Code maintenance and updates
  • 3rd party integrations that may interfere
  • Google search engine algorithm updates
  • Competitor efforts
  • A new product or service that your business offers
  • Splitting a service or product into multiple offerings
  • Fresh content
  • New backlinks
  • And more

Contact Us

If you’re looking for an SEO company that works with you, contact Boosted Lab. We can bring your business to the top where it belongs. With updated strategies and services, we bring you more business and loyal customers. We have what it takes to get you what your business needs.


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Boosted Lab is a premier digital marketing agency based out of DFW specializing in web services, local SEO, national SEO, and Paid Search Advertising. We love growing companies to new highs over and over!

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