What Is Search Engine Optimization (SEO)?



Search Engine Optimization (SEO) is the term used to describe a set of processes that aim to optimize a website for improved search rankings.  SEO is a great way to not only attract high quality and relevant visitors to a website, but also works to build credibility of a site and increase brand awareness.  

Search engines are constantly updating their algorithms in an effort to provide a better user experience for people searching the web using their service.  In fact, Google updates their algorithm around 500-600 times per year!  All of these updates create a never ending need for SEO specialists to determine what changes were made, how they affect rankings, and what steps to take to continue achieving high rankings.  

SEO is divided into 2 main categories which consist of (1) On-Page SEO and (2) Off-Page SEO.  Continue reading to learn more about how each work and the benefits they can bring to your business.


75% of users never scroll past the first page of the S.E.R.P. (Search Engine Results Page)

On-Page SEO

On-Page SEO refers to all of the factors which affect your website and its natural or “organic” rankings among search engines. This can also be referred to as the “coding” or “back end” of your website and includes many different factors that directly contribute to the way in which search engines crawl and index the data on your site. The goal of optimizing your On-Page SEO efforts is to provide a website that adheres to search engine guidelines and is easily navigable to all search engines.

There are many different factors that contribute to the overall optimization of your on page efforts which ultimately control your search engine rankings. Some examples of on-page optimization are outlined below: HTML Coding, Meta tags, Meta descriptions, Meta titles, keyword placement, keyword density, XML Sitemaps, link profile, domain authority, page authority, alt attributes, anchor text, page content, etc.

Depending on whether or not you have us build your website or choose to have us optimize your current websites will affect the route in which we take. If we build your website, we will optimize everything perfectly during the process of designing and developing the site. If we do not build your site and you wish to have us optimize your current website, we will perform an audit to determine exactly what areas need work and what has been done correctly. Depending on what needs to be done, we will recommend certain packages to



Search is the #1 driver of traffic to websites

Off-Page SEO


Off-Page SEO refer to all of the techniques that are utilized to to improve the search performance of a website and increase its rankings among the SERP – Search engine results page. Although there are many factors that contribute to optimizing off-page SEO efforts, the most common and most important is maintaining a strong link profile with high quality sites linking to yours.

Building and maintaining a strong link profile is the most difficult portion of an SEO’s job. It is very time consuming and requires highly skilled individuals with the proper tools and techniques to be done properly.  However, maintaining a healthy link profile is vital for achieving high search engine rankings.

Search engines change their algorithms every day, but one factor that has continued to hold great importance is a websites link profile. The reason for this is because when a website links to yours, that site is saying that they not only trust your site, but that it contains valuable information. You can think of a link as a vote and the more votes you have, the better your site will rank. However, there are good links and there are bad links so its important to understand the difference between the two and the potential consequences of a bad link profile.

There are many tactics SEO’s use to clean and improve link profiles. There is a safe way to gain quality links and there are dangerous tactics that can get your site penalized, which can drop your rankings and even have your site removed entirely. “Black Hat” SEO tactics include buying links and using link pyramid strategies to improve rankings. These tactics can often be tempting as they usually will improve rankings quickly, however, beware of the potential consequences! Google knows where links are coming from and they will easily spot a spike in the number of links coming to your site if you use these tactics. When they do, you will notice a significant drop in rankings and may even see your site removed from their index all together.


70% of the links users click on are organic

Our Off-Page SEO Strategies


At WebHorse the only type of off page SEO strategies we use are “White Hat”. We strictly avoid any type of black hat strategies that may give quick results, but will end up causing your business to be penalized in the long run. White hat strategies are much more difficult to master and take longer to see results, however, in the long run they always pay off. We will audit your current link profile, remove any toxic (bad) links from your profile, and begin helping you build a strong and healthy link profile that will increase your websites rankings over time.  


Click below to speak with one of our specialists who would be more than happy to answer any questions you may have regarding SEO and how you can begin utilizing it to gain new customers