What are the different types of SEO?

April 16, 2022
April 16, 2022 Mark Acornley

Search Engine Optimisation is all about getting more organic traffic to your website from search engines.

Typically, when we think of search engines we think about Google and then there are a few who think about Bing, however, there’s much more than just this.

You’ve got to consider where your audience is searching for things, for example, Youtube and Tick Tok are growing, and the number of people searching there for what they are interested in.

Every type of SEO focuses on promoting a website for greater search engine visibility. In the following posts, we show you how SEO works.

Let’s start by defining SEO in simple words. Search Engine Optimisation is a process used to improve a website’s user experience and allow more people to find them on the Internet.

SEO is aimed at increasing organic searches by improving the position of your page on Google search results, helping you to grow your website and your business.

The different types of SEO explained

On page optimisation

On-page SEO optimisation is all about what you can control on the page of your website.

This usually starts with keyword research, finding the keywords you’re audience is searching for then using them to build some pretty epic content.

Page titles and meta descriptions

The main page title tells search engines what the page is about. Here you want to use the main keyword and keep the characters under 65. Keyword placement in the page title can have a significant impact on where your website ranks in the search engines.

The meta description is useful too, think of this as your sales pitch once someone has read the headline.

H1 – H6 tags for strucuture

H Tags help to bring structure to a website. The page title should always be the H1 and be working in combination with the page title.

You’ll use H2 tags to act as subtopics under the main topics than the use of H3 and H4 tags for further digging down into a topic.

H5 and H6 tags can be used however, they aren’t as common as the higher numbers.

Optimise images

It’s crucial to optimise all images before uploading them to your website.

There are several ways to look at images, first, you don’t want to have a picture with huge dimensions, an image for around 940*560 on average (exact measurements don’t matter, you just don’t want to be putting massive images that are like 4000*3000.

Larger images have bigger file sizes meaning your pages will take longer to load. You always want to make sure the file size is optimised too.

There are different types of images, like PNG, JPG, and SVG and these all have their benefits. Use JPG for the smallest file size images, or use SVG if you’re uploading illustrations.

Internal linking

Internal linking is all about improving navigation on your website and showing the search engines the important pages on your website.

Not as powerful as external link building, however, internal linking can be very powerful when backed up with a lot of content.

Creating content and linking to the relevant pages, can help your website build topical authority, making your website more trusted and the search engines sending your website more traffic.

Off-Page SEO

Off-page SEO is more difficult because you don’t have as much control.

It’s important to pay attention to what’s going on in your industry, websites that are likely to link out to you and ways to promote your business.

Link building

Link building is the most common type of Off-page SEO.

Links are seen as a huge ranking factor, therefore you must be actively building backlinks to your website.

There are two main types of backlinks, “do follow” and “no follow”. Ideally, you want websites linking to you with the do-follow type of link because it tells the search engines to follow that link and passes on “link juice” to your website.

Link juice is trust, you’ll get more juice from high-authority websites.

Brand mentions

The more times your brands are mentioned around the internet. Sometimes, even when they’ve not linked back to your website, brand mentions can have positive impacts on your search engine rankings.


Reviews are a great way of improving trust between your business and potential customers.

One huge part of local SEO is having a fully optimised Google My Business profile, you need to be proactive in getting people to review or product or service, so others and the search engines can see who’s more trustworthy.

Technical SEO

Technical SEO refers to the inner workings of the website. For example, the page speed can be considered as on-page optimisation however, it also falls into the technical SEO category which is more appropriate.

Sometimes, when websites lose traffic suddenly, instead of getting penalised, they have technical SEO problems which cause problems in the back end.

If things change and this prevents your website from being crawlable, this is going to have a significant impact on your search engine rankings.

Links are working and not serving pages with errors

The links that are in your navigation must be all working correctly.

Don’t worry, you don’t need to do it manually, you can use software that will help you detect any internal links that are pointing to pages that have been removed or pages with other errors.

No duplicate content

It’s vital to make sure that your website doesn’t have duplicate content.

Having URLs with duplicated content can happen without you knowing, for example, your website could have pages indexed under HTTP and HTTPS or under WWW and non-WWW.

If these types of pages get indexed and they are showing the same content, this confuses the search engines and they struggle to identify which are the correct pages to be indexed.

Secure HTTPS protocol

The green lock in the URL next to the website shows that the website’s data is secure and encrypted.

This is becoming more and more important over time as it becomes much more noticeable when you’re visiting a website if they don’t have a secure connection which makes it less likely users will stay on your website.

Structured data

Having structured data on your website helps search engines to understand better the information that’s on your website.

It can help show reviews in search results and show you’re products to the world when you’re standing out in the rich results.

Locational SEO services

Depending on the size of your company, you could be targeting customers on the local, national or global level.

For each different type, you need to adjust your strategy accordingly.

Local SEO

Local SEO is the most important for businesses that serve the local area. Think Hairdressers, Trades People, estate agents, Restaurants and a lot more, these types of businesses need people in the local area.

Local SEO services are the most affordable, as you’re only targeting a specific area, most local SEO packages can be found for around £500 – £1,000 per month.

This depends on how competitive the local market is if the website needs to play catch-up against its competitors

One of the most important aspects of local SEO is having a Google My Business Profile.

If correctly utilised, you can use a GMB profile to show up in local searches, having more visibility to your local audience, and improving the chances they’ll click through to your website and purchase your products or services.

National SEO

National SEO requires ranking for keywords across the country. This is more suitable for larger businesses that have a nationwide presence.

International SEO

For large multinational companies that need to be found in search engines around the world, international SEO consists of multiple SEO strategies in many locations.

Then there are also three types of SEO regarding the rules

White hat SEO

To have perfect white hat SEO optimisation, means you follow the rules to perfection. If you do white hat SEO, then there’s much less chance of your website getting penalised either now or in the future.

In the perfect white hat world, you create amazing content, and then other websites see this content and then link to it.

Black hat SEO

Black hat SEO involves underhand tactics that go against the search engine’s terms and conditions. This can include various factors, but the focus is usually on building spammy links and stuffing keywords into the content.

Black hat SEO can work but usually gives you short-term results until your website is found out, penalised or even blacklisted.

Grey hat SEO

Grey hat SEO is quite murky. Whilst not going against the guidelines, they can test the waters. Mutual linking campaigns, too many paid backlinks, and fake reviews are all examples of grey-hat SEO.

Then you’ve got different types of search engines to optimise for


Google is the most common type of SEO, as it’s the largest search engine today. These ty


One big difference between Google and Bing is that it’s thought Bing rewards older sites. This means getting backlinks from older sites is seen as more advantageous.

Also, Bing is more keyword centric compared to Google which is known to look more at the context of the content rather than just looking at the exact keywords

Tik Tok

With TikTok, whilst it’s not a search engine, it is. The way to win at TikTok is to join in on current trends, add keywords to the videos you upload plus add keywords in captions and use relevant hashtags.

Also, when creating TikTok videos, it’s all about creating suspense in the opening five seconds, once you’ve hooked them in, it’s annoying for the user, but you should have a follow-on video which explains things in more detail.


Again, with youtube like TikTok, it’s all about using keywords in the video file names and for the video’s description.

For youtube, you’ll also want to optimise your thumbnails. If your videos are placed to the side of the video that’s being watched, if your thumbnail is appealing and stands out, this will help you to get more clicks.

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