SEO works by conducting keyword research to understand keyword search volume, optimizing a website’s content, optimizing technical areas of a website and increasing inbound links to a website to increase a website’s visibility in a search engine, like Google. Google wants its users to have a great experience when they are using it, therefore, they have come up with ranking factors that allow their algorithm to determine the quality of a site. SEO is all about making your site authoritative to Google (and other search engines).