In order to improve website rankings, an SEO company focuses on the content, structure, and linking of a page. The ideal combination of these three elements creates a page that search engines prioritize while remaining readable for human eyes.

In order to improve website rankings, it is common for an SEO company to focus solely on keywords, saturating a page with the same phrases over and over hoping to get a search engine to notice. However, even a high search ranking won't do much for a page with poor copy. Instead, most visitors will simply be put off and click through to a more readable and professional page.
While keywords are very important in order to improve website rankings, a human still has to read a page and be confident enough to purchase a company's goods and services. Balancing key phrases with content is the key that a premier SEO company utilizes.
Content Is King
So you have a whole batch of new visitors to a web page, how do you service their need with your company’s goods and services? The answer is content; keywords are for search engines and content is for humans.
Before an SEO company optimizes a webpage, the copy has to be dead on. It is not enough to just improve website rankings. Offer visitors many ways to meet their needs with your company's goods and services. Provide expert information for free to create trust before any sale occurs. Offer content in multiple forms, like a blog, in addition to just plain copy. A webpage is a resource for potential and returning customers and its contents will keep people coming back.
Structuring A Page To Sell
The bottom line for an SEO company is to help create webpages that impact the bottom line. To do so, everything has to be structured for both humans and computers to read. Thankfully, both people and computers do it the same way. They start at the top and the right and work their way down.
The lesson here is to place keyword rich content that grabs a person's attention right at the top of a page in order to improve website rankings and develop leads. You only get one chance to make a first impression on both customers and computer search engines, so put great copy right at the top.
Developing Links - Internal And External
Search engines and people alike prioritize links as a way to find quality webpages. Engines rank linked to pages higher and people trust a link they followed from a trusted source even more than a hit on a link page.
Internal links are important in order to improve webpage rankings. They help customers and search engines to navigate all of the available pages. Integrating keywords with hyperlinks will add relevancy to a page and increase its search ranking. Links with keyword rich descriptions will also help direct visitors to the pertinent areas of a site.
External links are also important; following links from an external source add relevancy and trust to a webpage. External linking is developed by using general and topic specific directories as well as reciprocal linking with like minded sites.
In the end, an effective SEO company will focus just as much on a site's contents, structure, and linking in order to improve website rankings as they focus on generating and placing good keywords.