Google ranks websites based on their assessment of each website. Ranking is the process where Google determines, which websites would users be interested in based on the searching patterns. That said, Google makes and modifies their algorithms regularly based on their users searching trends. What SEO companies do is cross-examining the successfully ranking websites with those performing poorly, then determining what are the elements that play a role in impacting their ranking. Their job is to research, analyse, then plan a strategy, based it on page SEO, and off page SEO, that will increase the rankings through their services as they have no control over Google’s filtration system. Though, as you are on your journey to finding the SEO company for your specific business needs, we highly recommend that you should see to their work portfolio and case studies. This will give you a better insight to what their approach is, how they operate, and where you can gain the value in the growth of your brand and business.