What is SEO? The Quick Guide for Local Businesses

Looking to learn more about SEO? Take 5 minutes and read through our quick SEO guide to get you and your business up to speed!

Chris Mackey

August 26, 2020

In This Topic: Search Engine Optimization

SEO? What the heck even is SEO?! You’ve probably heard this term many times before from friends and other business owners. But what exactly is SEO? In this quick guide we explain exactly what SEO is and how it really works! 

What is SEO?

SEO stands for search engine optimization. SEO is essentially the practice of increasing the amount of quality visitors to your website through increasing your ranking within a search engine. A search engine can be any popular search website such as Google, Bing or Yahoo!

Think of SEO as the new digital real estate for your business! Just like real life, business on the internet is also about location, location, location! When it comes to business online the best place to be is on the first page of Google!

The first page of Google is where your business can be exposed to hundreds of potential customers everyday! When a person types in Google ‘lawyers in Kingston’, the search engine will provide the top 10 results for a potential customer to choose from…very rarely will a user choose a website from the 2nd or 3rd page!

SEO is essentially trying to have Google/Bing/Yahoo show your business within the top rankings on their first page of search results! 

How Search Engine Optimization Works?

SEO is a complex and tricky game! In some industries performing SEO and seeing results can be very easy, however in other industries it can be a very long and difficult process! 

Search Engine Optimization primarily comes in two forms:

  • On-Page Optimization
  • Off-Page Optimization

On Page SEO

On-Page search engine optimization is the practice of optimizing our own website to rank higher in the search engines and drive more targeted, organic traffic to your site. Some of the core work involved with on page optimization are content creation, proper site structure and overall technical optimization of your website.

At its very basics, on-page optimization is essentially building valuable content for your visitors, making sure Google knows what your site is really about, and making sure it loads properly and fast.

Off Page SEO

Off-Page search engine optimization is all other work and activities done outside of your website that helps increase your rankings within the search engine! Work included within this facet of SEO includes site backlinking, social linking, and trust building signals (SSL certificates etc)

Off Page SEO is essentially showing search engines that your website is a popular, relevant and trustworthy source of information! The more relevant people who link to your website & share your content the better your website will perform in the search engines!

Final Words of Wisdom


As mentioned earlier, SEO is a complex and long journey! There are only 10 spots on the first page of Google and if competition is high within your industry, it can be a long road to the top!

However, SEO is one of the best ways to drive targeted visitors (potential customers) to your business, who are genuinely interested in your content/services. Please reach out to us here at Imperium if you have any questions about search engine optimization!

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