How SEO Works – A Simple Guide from Projects Research
At Projects Research, a trusted Birmingham-based SEO agency with over 27 years of experience, we know how SEO works and how it can transform your online presence.
What Is SEO?
Search Engine Optimisation (SEO) is the process of improving your website’s visibility on search engines to attract more organic (unpaid) traffic—whether that’s from Google, Bing, or other platforms .
Why SEO Matters — Numbers You Should Know
- 68% of all online experiences begin with a search engine (BrightEdge) .
- SEO drives over 1,000% more traffic than organic social media, and delivers 53.3% of website traffic vs just 5% from social platforms .
- In the UK, 53.3% of all organic search traffic comes from SEO, with average click-through rates (CTR) of around 31.8% on desktop and 27.6% on mobile .
- Local SEO is vital: 46% of Google searches have local intent; 76% of people who search on mobile for something nearby, then visit a business within a day .
- In 2025, nearly 49% of business owners said SEO offers the best return on investment, with 59% saying that ROI is rising .
How SEO Works – The Three Key Pillars
1. On-Page SEO
This focuses on optimising individual pages—your content and its structure—for both users and search engines.
- Keyword research – Identify terms your audience uses—tools like Google Keyword Planner, Ahrefs or SEMrush help here .
- High-quality content – Useful, well-organised content with headings, subheadings (H1, H2, etc.), optimised images (with alt text), and meta descriptions of 155–160 characters .
- Internal linking – Helps search engines understand your site’s structure and guide users to relevant pages.
Enhances a website’s technical setup to ensure optimal crawling, indexing, and performance.
- Crawlability & Indexing – Use XML sitemaps and Google Search Console to ensure pages are discoverable .
- Mobile-first and Speed – Google prioritises mobile; faster-loading sites rank higher.
- Site structure, URL format, canonical tags & robots.txt – Keeps your site organised and free from duplicate content issues .
Focuses on building authority and local relevance.
- Backlinks – Links from reputable sites signal quality—this was foundational in Google’s PageRank system .
- Local SEO – Optimise your presence on Google Business Profile, use location keywords, manage reviews—search engines prioritise proximity and business credibly .
- Reputation & Social Signals – Good reviews influence rankings; social media buzz can indirectly boost visibility .
Expert B2B Lead Generation
“The team at Projects have given my business a fantastic boost… creating a great website and using their SEO Skills to boost the traffic and sales from the site. They took their time to understand my business and work with me too meet my goals.”– Online Store UK
SEO in Action: A Projects Research Case Study
A telecom solutions provider in Stourbridge tasked Projects Research with redesigning their site, optimising for local keywords, and launching an online store.
- Result: they now rank top 3 on Google for 8 high-value local keywords, and appear in the Google Map Pack, leading to significantly increased visibility and enquiries .
This proves that combining on-page, technical, and local SEO can deliver impressive, measurable results.
Quick-View: SEO Components at a Glance
Pillar | Key Focus |
On-Page SEO | Keywords, content quality, headings, meta tags, internal links |
Technical SEO | Crawlability, page speed, mobile optimisation, site structure |
Off-Page & Local SEO | Backlinks, reviews, local listings, social proof |
How SEO Works – Final Takeaways
- SEO is a multi-layered but highly rewarding strategy.
- It’s not a one-time fix—results grow over time (often visible from around 3 months, depending on competition and site quality) .
- For ethical, lasting success, always apply white-hat SEO: genuine user value, transparent tactics, and long-term thinking.
- Ready to enhance your visibility and drive meaningful leads? At Projects Research, we tailor SEO strategies with a focus on results—not just rankings .
Get in touch with Projects Research today and let’s talk strategy alternatively, visit our page on UK SEO Packages to find out more!
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