How does SEO work?

You may be wondering: 'How does SEO work?' Through SEO, we try to achieve the highest possible ranking in the search engines.
As best you can, you need to take into account several factors that affect your position in search results. We will give the best possible answer to the question: 'How does SEO work?'

What is SEO?

SEO means Search Engine Optimisation. This involves optimising websites so that they appear higher in search engines such as Google and Bing.

It is the processes that help a website rank high organically in search engines. Effective use of SEO can lead to more visitors to your pages. Onder parts that are important for this are Content, Technique and Authority. This includes onder other considerations such as link building and keyword analysis.

Want to know more about what SEO is? Then read on to our page 'What is SEO?'

Okay clear, but how does SEO work?

Where to get the most points on websites is on website structure and the content on it. Google sends a crawler down on all websites and it indexes how clear the structure you have put in place and how easy each page is to access.

Optimising key keywords

In particular, you will quickly rank higher if you capitalise on the keywords that are most searched for. Suppose you sell cake for birthdays, but your site only contains the heading cake. If someone then searches for 'birthday cake' on google, you will rank lower than someone who has actually optimised the text on the onderwerp 'birthday cake'.

Write clear content

First write your content for your website visitor. Therefore, you need to make sure your content is relevant and answers the question your readers have. Search engines like Google see to what extent visitors like your pages. Google does this by looking, for instance, at how long visitors stay on your website and how often they click through. The more appreciated your website and pages are, the higher your position in the search results.

Secondly, optimise your text for the search engines by including your search terms in headers and text. (But be careful not to over-optimise!) Also in the Meta title and Meta description display your search term and briefly mention why readers should be with you.

Link structure and link building

A very important onder part of SEO is the link structure to and from your website. In your texts, refer to other pages on your website. This way, you create a clear link structure in your website and let the search engines know that those pages are important too.

It is also important that you collect valuable links to your website, in other words link building. These referring links have an important role in the authority of your website. Is your website seen as an authority? Then chances are you have a high position in the search engines.

Clear Meta structure

Search engines use robots, also known as crawlers or spiders. These are used to scan your website. A clear Meta structure ensures that robots can understand your website better. Think about the correct use of titles, URLs, Meta structure and internal links.

If the search engine can easily scan your website, you are likely to obtain a higher search engine ranking than a website where the Meta structure is not optimised.

Technology: user experience

Technical SEO is important for your website. This is because it contributes to the user experience. For example: a slow-loading page creates a negative experience for your visitors. Search engines always want to redirect visitors to pages and websites that reflect a positive experience. Therefore, it is harder to rank high if your pages have a long loading time.

Technology: indexation

Are your pages being found in the search engines? Not? Then your pages are not indexed. Have this looked at! The settings of robots.txt may not be right or your pages may have a no-index tag that prevents the website or some pages from being crawled.

Need help with SEO? Onder helps!

SEO agency Onder can help you improve your SEO approach and explain: How does SEO work. How we do this. We use a search term analysis at the beginning. We then look at which search terms best suit your site and how we can incorporate them on your site. Do we place new content or keep the old content with some adjustments. We then make a content plan so that you know how to organise your site and so that the search terms are incorporated correctly in your text.

Of course, we also look at the technical side of SEO. You obviously want that crawler to be able to get across your page as smoothly as possible. We will go through all aspects of this and see where the areas for improvement are. We can pass these on to you or your web builder.

Check out our SEO audit page how this works further and how we can help you!

Rather get the knowledge yourself?
SEO training is also possible. Learn all about SEO. Training courses are available from basic to advanced SEO. The training courses are tailored to the needs and characteristics of your company.

Any questions?

Do you want to know more about SEO? Could your website use a new boost?
Get in touch

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A team of SEO specialists

Our team consists of enthusiastic SEO specialists who are happy to work with you for the best results.

Meet our team

These customers are supupside down from us!

Renzo van Dongen

Renzo van Dongen

Digital content manager Peugeot

Whether it's about content or technical adjustments, it doesn't matter. Martijn briefs this in a very clear way so that it can be implemented locally or by our head office in France. [...] Since the start of our collaboration, we have achieved great results. Keep it up!

Marien van Stegeren

Eigenaar Kitcentrum

When your online onder venture grows, expectations often grow too, in every area. To a large extent, we were in control of SEO and its interpretation ourselves. We found out that our own "general view" was no longer sufficient, so we engaged Bureau Onder. Surprising and clear. We have built up a fine collaboration, partly because Martijn also regularly visits our office with Eline or Mariska (depending on the case), which is very valuable to us!

Marten Stellingwerf


Martijn and Mariska make the SEO story understandable for the layman and are happy to think along with us. It is nice that there is a personal contact moment every month with an extensive report and the opportunity to talk everything through. After just a few months, Onder has already managed to achieve number 1 positions on Google with some of our webshop pages. We are very satisfied with Onder.

Mark Prummel

SEO Specialist Stella Fietsen

For several years, Onder has been a valued partner of Stella. Martijn is my sparring partner for complex SEO issues and the extra pair of critical eyes that keeps us on our toes. Together, we have achieved nice growth in online visibility, visitor numbers and leads. Onder onder stands out for its short lines of communication and professionalism. They speak our language: don't nag, get down to business. That is what we love!


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