What Is SEO and How Does It Actually Work?
You have probably heard that SEO is important. Maybe you have even Googled a few tips or tried to tweak your website on your own. But what is SEO really, and how does it actually work?
At Luneer Mgmt, we believe in making things make sense. This is a straightforward explanation of what SEO is, how it works, and how we use it to help small business owners grow without the overwhelm.
What Is SEO?
SEO stands for Search Engine Optimization. It is the process of improving your website so it ranks higher in search results on platforms like Google. The goal is to help people find your business when they are actively searching for what you offer.
If someone types in “wedding photographer in Vermont” or “custom website designer for coaches,” SEO is what determines whether your website shows up or gets buried under other results.
How Search Engines Work
Search engines like Google use bots to scan, or “crawl,” the internet. They analyze your website and try to figure out:
What your site is about: The topics, products, or services your content focuses on.
How useful it is: Whether your content answers the questions people are searching for.
How trustworthy it is: Signals like links from other credible websites that show your business is reliable.
Whether it matches the search intent: How well your site aligns with what a user actually wants when they type in a query.
Based on this information, Google decides where your site should show up in the search results. Ideally, you want your site to rank as high as possible so it appears on the first page of Google and other search engines. That is why it is so important to optimize your SEO across every part of your site.
The 3 Core Parts of SEO
There are three main categories of SEO. Each plays a critical role in helping your site perform well in search results.
1. On-Site SEO
This focuses on the content and structure of your actual website. Key elements include:
Page titles and meta descriptions: Short previews that show up in search results and encourage people to click.
Header formatting (H1s, H2s, etc.): The way your page is organized so both users and search engines can understand your content.
Keyword usage: Placing the right words and phrases in your content that match what your audience is searching for.
Internal linking: Creating links between different pages of your own site to improve navigation and authority.
URL structure: Clear, keyword-friendly links that tell Google what each page is about.
Example: Instead of titling your homepage “Welcome,” you might use “Custom Websites for Therapists, Boston MA.”
2. Technical SEO
This focuses on the behind-the-scenes elements that help search engines crawl and index your site correctly. Key elements include: Mobile-friendliness: Ensuring your site is easy to use on smartphones and tablets.
Page speed: How quickly your site loads, which impacts both rankings and user experience.
Site architecture: The way your pages are organized and linked so Google can easily navigate your site.
Broken links: Fixing links that do not work so users and bots do not hit dead ends.
Google Search Console setup: A free tool that tracks performance and alerts you to technical issues.
Even if your content is excellent, technical problems can hold your site back. That is why every SEO setup we do includes a technical review and fixes.
3. Content SEO
This focuses on creating valuable content that matches what your audience is searching for. Examples include:
Blog posts: Articles that answer questions and showcase your expertise.
Service pages: Detailed descriptions of your offers written with keywords clients are likely to use.
FAQs: Simple answers to common questions that improve both usability and rankings.
Example: If you are a doula, a blog titled “What to Pack in Your Hospital Bag” can help you show up in search results and attract expecting parents who are actively searching for support.
What SEO Actually Does
When your SEO is working, it delivers benefits that directly impact your business growth:
People searching for your services can find you: Instead of relying only on referrals or ads, SEO makes you visible to people who are already looking for what you offer.
You build credibility: Showing up on the first page of search results signals authority and professionalism. Potential clients are more likely to trust you if they consistently see your name.
You attract qualified leads without ads: SEO draws in people who are ready to buy, reducing your reliance on costly advertising.
Your website works around the clock: Optimized content generates leads day and night, even while you sleep.
In short, SEO turns your website into a lead-generating machine that continues to pay off long after the initial setup.
Is SEO a One-Time Fix?
Not exactly.
Foundational SEO sets up your site for success and gets the right elements in place.
Ongoing SEO helps you stay visible and competitive over time as algorithms and competitors evolve.
At Luneer Mgmt, we offer both. Whether you are starting from scratch or trying to improve your current rankings, we make sure your site is set up for long-term results.
Let Us Take SEO Off Your Plate
You do not need to figure out how SEO works on your own or spend hours keeping up with algorithm changes. You need a partner who understands how to get your site found and keep it working for your business.
At Luneer Mgmt, we provide hands-on support, strategic planning, and full implementation that gets results. We help small businesses grow by taking SEO off their to-do lists and making sure their websites work as hard as they do.
Explore our SEO services and let us help your clients find you with less stress and more confidence
Written by: Brandi Lilley