How Does SEO Marketing Work?
SEO marketing is one of the most misunderstood aspects of digital marketing. The simplest way to explain SEO is this: search engine optimization (SEO) ensures that the people who are looking for you can find you. Keep reading to learn how.
What is SEO Marketing?
SEO stands for Search Engine Optimization. It should not be confused with GEO (Generative Engine Optimization), SSO (Social Search Optimization), Oreo, or anything else that ends in “O.”
Put simply, SEO means arranging your site and content in the best way for Google to find it. The more optimized your site is, the higher it ranks on Google. The higher it ranks on Google, the more clicks you get. The more clicks you get, the more customers you get. (Provided your website is optimized for conversions.)
Businesses on the front page of Google get over 95% of all the search traffic. That means if your site isn’t optimized you’re getting next to no traffic, and no traffic means no customers.
At Sharpen Brand, we simplify SEO to help growth-focused businesses turn search traffic into sales.
SEO Starts with Research
Every good SEO campaign begins with keyword research. This involves identifying the exact words and phrases your customers use when searching for products or services like yours. There’s no shortage of tools to assist with keyword research, ranging from free-but-questionable, to extremely-good-but-extremely-expensive.
The goal is to target high-intent keywords with good search volume and low to medium competition—phrases like “commercial roofing Fort Lauderdale” or “executive coaching Palm Beach.”
If that seems easy, think again. Keywords can be fiercely competitive, and targeting frequently searched keywords can often get your content (and therefore your business) buried in the search pages.
On-Page SEO Optimization
Once the right keywords are selected, the next step is optimizing your website’s content and structure. This includes:
Adding keywords naturally to page titles, meta descriptions, and headers
Structuring pages for readability and flow
Creating internal links between related content
Optimizing images with alt text
On-page SEO ensures search engines (and users) understand what your site is about. However, it’s hardly enough to get your site to page 1.
Backlinks and Domain Authority
Backlinks—links from other trusted websites to yours—are a key SEO ranking factor. Think of them as votes of confidence. The more high-quality links you have, the more credible your site appears to search engines.
These backlinks directly influence your domain authority—a score that predicts how well your site will rank in search results. Websites with higher domain authority tend to outrank lower-authority sites, especially on competitive keywords.
Sharpen Brand helps you earn backlinks through guest posts and partnerships that highlight your expertise. By building your domain authority over time, we help you rise above competitors and stay visible where it counts.
But on-page SEO, backlinks, and domain authority aren’t the only ways we raise your rank.
Technical SEO
Behind the scenes, technical SEO improves your site’s crawlability and speed. This involves:
Making your website mobile-friendly
Reducing load times
Securing your site with HTTPS
Fixing broken links or indexing errors
If search engines can’t access or understand your site, your rankings will suffer—no matter how great your content is.
SEO Is Ongoing, Not One-and-Done
SEO is not a quick fix—it’s a long-term investment. Search algorithms evolve, competitors publish new content, and user behavior changes. That’s why Sharpen Brand provides monthly SEO services with:
Analytics reporting
Keyword ranking updates
Content refreshes
Technical audits
When done consistently, SEO marketing creates compounding visibility and ROI.
Why SEO Marketing Matters
This one’s easy. SEO marketing matters because it’s the most consistent way to get in front of your potential customers the exact moment they’re looking for you. If you aren’t trying to get in front of them, someone else is.
It’ more effective than advertising. It’s more consistent than referrals or word of mouth. It’s the art of being the easiest business to find.
At Sharpen Brand, we don’t just check SEO boxes—we build search strategies that grow revenue. Whether you’re launching a new site or optimizing an existing one, we bring the tools, team, and tactics to make SEO work for you.
Ready to sharpen your search visibility? Contact us now for an SEO audit and action plan.
