The work of SEO marketing companies is never complete. The Internet changes at a rapid pace, and with it, so do search engine optimization strategies.

What does it take to get to the front page of Google? That’s what search engine firms are trying to figure out every day. With each new algorithm update and every latest digital trend, the answer may change on a weekly, daily, or even hourly basis.

SEO marketing companies are working around the clock to keep your business’ rankings and searchability factors as high as possible. Ever wonder how it works? Here’s what goes on behind the scenes.

Structure Analysis

The web team at an SEO company will first make sure that your website is actually being indexed by Google’s crawlers and that it’s looking at the right pages to help your site show up in search results. Search engines are increasingly taking a site’s loading speed and mobile compatibility into account as ranking factors, since half of all local web searches now take place on mobile devices.

Keyword Research

When web users are looking online for a service or product, what words do they type into the search engine? SEO marketing companies are constantly analyzing search trends to find common words or phrases that might relate to your business. When your site is ripe with keywords, Google will be more likely to bring up your site in a search.

Content Development

To optimize your search engine results, your page should be consistently updated with quality, shareable content, whether that means blog posts, infographics, videos, or pictures. In fact, 92% of marketers agree that content creation is “somewhat” to “very” effective in terms of rank improvement. Outsourcing your SEO content work to a dedicated firm will save you a bundle of time and energy, which you can concentrate on business needs instead.

A good SEO service will work with every individual company to find additional tasks or strategies to improve optimization. Businesses that provide regionally-specific services, such as restaurants or repairmen, for example, will want to focus on enhancing local search results. Digital and tech companies, on the other hand, should keep up-to-date on the latest trends and news in their industries.

An overwhelming 93% of all internet experiences begin with a search engine bar. In the end, though, all SEO marketing companies have just one goal in mind: Winning the game of Google.