What is SEO and how it works Ultimate Guide?

So you’ve heard the term “SEO” a lot lately, and you’re ready to learn what all the fuss is about. Good news: we’re here to help! In this post, we’ll break down the basics of SEO for beginners, starting with the four main types of SEO. By understanding these four types, you’ll be able to put together an SEO strategy that works for you and your business.

Ready to get started? Let’s dive in!

What is SEO?

Search Engine Optimization, or SEO, is the process of optimizing a website to rank higher in search engine results. The higher your website ranks, the more likely people are to find it. And the more people who find your website, the more likely you are to make sales and grow your business.

SEO is a critical element of any online marketing strategy. By optimizing your website and improving your search engine rankings, you can drive more traffic to your site and attract more customers.

Different methods and approaches to SEO

There are four main types of SEO that you can use to improve your website’s visibility: on-page, off-page, technical and local SEO.

On-page SEO is the practice of optimizing your website’s content and structure to make it as search-engine-friendly as possible. This includes keyword research, optimizing your titles and meta descriptions, adding images and videos, and creating quality content that people will want to share.

Off-page SEO is the practice of increasing your website’s visibility by building links from other websites. This includes things like guest blogging, social media promotion, and directory submissions.

Technical SEO is the process of optimizing your website’s code and architecture to make it as search-engine-friendly as possible. This includes things like ensuring your site is crawlable, fixing broken links, and setting up tracking codes.

Local SEO is the process of optimizing your website for local searches. This includes things like adding NAP (name, address, phone number) information to your website, adding Google Maps listings, and claiming your business on local directories.

White hat SEO

So you’ve heard the term “SEO” thrown around a lot lately, but what does it mean? SEO, or search engine optimization, is the strategy and techniques used to increase the quantity and quality of traffic to a website from search engines.

White hat SEO is the most ethical and moral approach and consists of optimizing a website for the user, abiding by Google’s terms of service. White hat SEO may be slower and more tedious, but it’s the only approach that will ensure lasting success with your website.

Publishing the highest-quality text content on your website:

The quality of the text content on your website is still relevant, and it should be a top priority when planning your SEO strategy.

If you want to rank higher in SERPs, you need to make sure that the text content on your website is of the highest quality. This means well-written, keyword-rich, and informative articles that are relevant to your target audience.

It’s also important to make sure that your text content is error-free and easy to read. Google will penalize websites with low-quality text content, so it’s important to take the time to proofread and edit your articles before publishing them.

There are several different SEO tools that you can use to help improve the quality of your text content, including grammar checkers, spell checkers, and plagiarism checkers.

Creating a user-friendly interface:

A website that’s easy to navigate and understand is crucial if you want people to stick around. A good user interface will help people find what they’re looking for quickly and without any frustration.

There are a few things you can do to make sure your website is user-friendly:

– Use clear and concise language

– Use plenty of whitespaces

– Break up text into shorter paragraphs

– Use easy-to-read fonts

– Use headlines and subheadings

– Use bullet points or numbered lists

SEO Tools To Help: HubSpot’s Website Grader, Google’s PageSpeed Insights, GTmetrix

Sharing your page link on social media:

You can share your page link on social media platforms like Twitter, LinkedIn, and Facebook. When you share your page link on social media, it helps to increase your page’s visibility and reach. It also helps to improve your search engine ranking. When you share your page link on social media, make sure to use relevant hashtags so that your post can be easily found by people who are searching for information on that particular topic.

Optimizing HTML:

If you want to get technical, optimizing your HTML is a type of on-page SEO. But what exactly does that mean?

Well, HTML is the code that helps give structure to a web page. And when you optimize your HTML, you’re essentially just making sure that your code is clean and effective. This includes things like using the right tags and keyword placements.

To do this, you’ll need to use some SEO tools. I like to use Screaming Frog because it’s relatively easy to use and it does a great job of finding issues with your HTML. Once you’ve found the issues, all you need to do is fix them. And voila! You’ve optimized your HTML for better search engine visibility.

Black Hat SEO

What is Black Hat SEO? Black Hat SEO is a type of SEO that involves unethical and sometimes illegal methods to improve the ranking of a website. These methods can include keyword stuffing, creating link schemes, hidden text or links, and cloaking.

Black Hat SEO can be very effective in the short term, but it can also harm your website in the long run. Google has algorithms in place to detect and penalize websites that use these unethical methods, and your website can be removed from Google’s search engine results altogether.

Link spamming

One of the most frowned-upon black hat SEO techniques is link spamming. This involves adding links to your website, often in an artificial or unethical way, to boost your website’s search engine ranking.

Not only is this technique frowned upon by Google and other search engines, but it can also harm your website’s ranking and even get your website blacklisted. This means that your website will be completely removed from the search engine results pages, and no one will be able to find it online.

So if you’re considering using link spamming as a way to improve your website’s SEO, think again. It’s not worth the risk, and there are plenty of other, more effective techniques that you can use instead.

Keyword stuffing

One of the main techniques used in black hat SEO is keyword stuffing. This is the act of filling your website’s content with as many keywords as possible in an attempt to rank higher in search engine results pages.

The problem with this technique is that it’s not only frowned upon by search engines, but it can also harm your website’s ranking and credibility. Not to mention, it can be incredibly jarring and off-putting for website visitors.

If you’re looking to improve your website’s ranking, it’s best to stay away from black-hat SEO techniques and focus on White Hat SEO instead.

Over-optimized HTML tags and headings

If you’re cramming too many keywords into your HTML tags and headings, that’s another black hat SEO tactic that could come back to bite you.

Your headings should be descriptive and give readers an idea of what your content is about. And your tags should be accurate and not stuffed with keywords.

If you’re using black hat SEO tactics, it’s only a matter of time before Google catches on and takes action. So it’s not worth the risk!

Using way too many pictures

You might think that using a ton of pictures will help your website rank higher because people will stay on your site longer. But actually, Google’s algorithms can penalize you for having too many pictures, and this is considered a form of black hat SEO.

Why? Well, Google is all about delivering relevant results to its users, and if your website is full of pictures that have nothing to do with the topic at hand, it’s not going to be very relevant. So, while you might think that more pictures = better SEO, it’s the opposite.

Imagine you’re an SEO specialist. You’ve put in the time and effort to learn the best practices for optimizing a website for search engines. You’ve read the blogs, followed the experts, and implemented the recommended changes. And your efforts have paid off—you’ve managed to rank your website at the top of the search results for your target keywords.

But then imagine that, overnight, your rankings vanish. All your hard work was for nothing because someone else came along and used black hat tactics to game the system and steal your traffic.

In this article, we’ll take a look at some of the most common black hat SEO tactics, and show you how to avoid them.

Grey Hat SEO

SEO can be a murky world, full of “gray hat” techniques that skirt the line between what’s allowed and what’s not.

In theory, gray hat SEO is all about using borderline methods to give your website an edge over the competition. It’s playing by the rules, but bending them a little bit to get an advantage. And in some cases, it can even be legitimate.

But as with most things in life, there’s a dark side to gray hat SEO. At its worst, this approach can involve employing black hat tactics: methods that are explicitly against Google’s terms of service, and that can get your website penalized or even banned from search results altogether.

So how do you stay on the right side of the line? It all comes down to knowing what’s allowed and what’s not. Here are a few tips to help you stay out of trouble:

Publishing spun content written by inefficient bots

Publishers and webmasters beware: using spun content and hiring inefficient bots to crank out low-quality content for your website is a surefire way to tank your SEO.

Not only will this earn you a bad reputation with Google, but it will also frustrate your readers and drive them away from your site. In the end, you’ll only be hurting yourself. So what can you do to avoid this?

Simply put, don’t cut corners when it comes to content production. Hire qualified writers to produce high-quality, engaging content that will keep people coming back for more. Don’t try to game the system by using cheap, low-quality content. It’s never worth the risk.

Paying for false reviews

It’s not just link-building and keyword stuffing that can get you in trouble with Google. If you’re caught paying for false reviews, you could end up getting penalized by the search engine giant.

This is a big no-no, as it’s considered to be a form of spam. Not only will you get penalized, but you may also get blacklisted, which means that your site will no longer show up in search engine results.

So, how can you tell if a review is fake? Well, sometimes it’s easy to spot them, as they may be overly positive or sound too good to be true. However, sometimes it can be more difficult to tell, especially if the review is written in a foreign language.

The best way to protect yourself from getting penalized is to stay away from any black hat SEO tactics, like paying for false reviews. Instead, focus on creating quality content and building natural links.

Exchanging links

A common black hat tactic is exchanging links with other websites. In other words, you agree to put a link to their website on yours, and they agree to do the same for you.

The problem with this is that it’s against Google’s guidelines, and they specifically state that exchanging links to manipulate PageRank is a violation of their terms of service.

Not only that, but Google can also penalize your website if they catch you doing this. So it’s just not worth it. If you’re caught, you could see a drop in your rankings, and you might even get banned from Google altogether.

Publishing articles with clickbait headlines

You might think that using a headline like “You Won’t Believe What This SEO Tactic Can Do for Your Rankings” will help you get more clicks. And you would be right. But what you might not realize is that this kind of headline is considered clickbait, and it can hurt your rankings.

Search engines are constantly trying to improve the user experience, and part of that is weeding out articles that use clickbait headlines. So if you use them, you’re likely to see a dip in your rankings.

What’s considered clickbait? Here are a few examples:

– “You won’t believe what happened next!”

– “This one simple trick will increase your traffic by 400%!”

– “I tried this new SEO tactic and my traffic exploded!”

Any headline that’s designed to get you to click without actually telling you anything useful is considered clickbait. So if you want to avoid harming your rankings, steer clear of these kinds of headlines.

The Four (4) Different Types of SEO

There are four different types of SEO, and you must know the difference so that you can make sure you’re using the right tactics for your website.

On-page SEO (on-site SEO)

While there are some ways to game the system and get ahead in the short term, black hat SEO tactics will only get you so far. And in the long run, using these unethical methods can do more harm than good to your site.

So what exactly is black hat SEO? Black hat SEO is any technique that’s used to get higher rankings in search engines through means that are outside of the accepted guidelines.

This can include anything from keyword stuffing and hidden text to link farms and doorway pages. Using these tactics might help you rank higher in the short run, but it’s only a matter of time before you get penalized by Google. Not to mention, these techniques provide a poor user experience, which can hurt your business in the long run.

So if you’re looking to build a sustainable SEO strategy, stick to white hat techniques that focus on providing a great user experience. Your visitors will thank you, and your site will be much better off in the long run.

SEO Keyword Research

The first step in optimizing your website for search engines is conducting keyword research. This involves finding the right keywords and phrases to target that you believe your customers would use to find your product or service.

Think about what words or phrases your customers might use when they’re looking for what you offer. What are the problems they’re trying to solve, or the things they’re looking to buy? Once you have a list of keywords, you can begin targeting them on your website.

Quality SEO Content

One of the most important aspects of SEO is the quality of your content. Google’s search engine algorithms are constantly updated, so it’s important to keep up with the latest changes and adapt your content accordingly.

But don’t worry – you don’t need to be an SEO expert to optimize your content. All you need is some basic knowledge of how search engines work and what they’re looking for. Here are a few tips to help you get started:

– Make sure your content is original and relevant to your target audience.

– Use keywords and phrases throughout your content, but don’t overdo it.

– Write in a clear, concise, and easy-to-read style.

– Use images and videos to break up your text and add visual interest.

– Optimize your images and videos for search engines.

– Link to other relevant pages on your site and external sources.

– Check your website’s load time and make sure it’s fast enough for users.

follow these tips and you’ll be on your way to creating high-quality SEO content that will help improve your site’s ranking in search engines.

Internal Linking For SEO

One of the most important on-page SEO techniques is internal linking.

When you link to other pages on your site from within your content, you’re telling Google that those pages are important. And the more important Google thinks a page is, the higher it will rank in search results.

Internal linking is also a great way to keep people on your site longer. The longer someone stays on your site, the more likely they are to convert into a customer.

So how do you go about internal linking? It’s pretty simple. Whenever you mention a keyword or phrase in your content, add a link to a page on your site that discusses that topic in more detail.

Metadata SEO Optimization

Good news—if you’re using a content management system (CMS) like WordPress, then you can easily edit your metadata. If you’re not using a CMS, then you’ll need to edit your code.

metadata includes the title tag, meta description, and header tags. These elements help search engines understand what your page is about and if it’s relevant to a searcher’s query.

The title tag is the most important piece of metadata—it’s what shows up in the search engine results pages (SERPs) as the clickable link. So, make sure your title tags are clear and concise and include your target keyword.

Your meta description is the short paragraph of text that appears below your title tag in the SERPs. This is your chance to convince searchers to click through to your site, so make sure your meta descriptions are compelling! Again, include your target keyword, but don’t stuff it in there.

Header tags are used to structure the content on your page, and they range from H1 (the most important) to H6 (the least important). Generally speaking, you want to use one H1 tag on each page of your site, and then you can use H2-H6 tags to break up your content into sections. As with the title tag and meta description, include your target keyword in at least one of your header tags.

Image SEO Optimization

Images are an essential part of any website, but did you know that they can also help you rank higher in search engine results? Yep, it’s true!

Here are a few things you can do to optimize your images for search engines:

– Use descriptive file names: When you save your images, be sure to use keywords in the file name so that search engines can easily identify what the image is about.

– Add alt text: This is the text that appears if an image doesn’t load. In addition to being helpful for visitors, it’s also used by search engines to understand what an image is about. Be sure to add relevant keywords so that your image can be properly indexed.

– Compress your images: Large files can slow down your website, so be sure to compress your images before uploading them. You can use a tool like TinyPNG to make sure your images are as small as possible without sacrificing quality.

By following these simple tips, you can make sure that your images are helping you rank higher in search engine results.

Off-page SEO (off-site SEO)

Off-page SEO is all about getting links from other websites back to your own. This is done in a variety of ways, but the most common is link building or the process of actively seeking out links from other websites.

There are a few different ways to go about link building, but the most important thing is to make sure that you’re only getting links from high-quality websites. Otherwise, you could end up with a penalty from Google.

The best way to do link building is to create great content that people will want to link to. But if you’re short on time, there are a few other tactics you can use, like guest posting or directory submission.

Just be careful not to engage in any black hat SEO tactics, like link buying or link farms. These will only get you penalized by Google, and it’s not worth it!

Guest blogging

Guest blogging is a great way to get your name out there and build relationships with other bloggers in your niche. But what is it, exactly? Guest blogging is when you write a blog post for another person’s website.

To make the most of guest blogging, you need to make sure you’re writing high-quality content that’s relevant to the site you’re guest blogging for. And of course, you’ll want to include a link back to your site in your bio.

If you’re not sure where to start, reach out to some of your favorite bloggers and see if they’re open to guest posts. And if they are, great! If not, don’t worry – there are plenty of other fish in the sea.

H.A.R.O (Help A Reporter Out)

H.A.R.O. is a great way to get inbound links to your site, which is helpful for both your human visitors and search engine crawlers.

Here’s how it works: You sign up to be a source for reporters, and when a reporter needs someone with your expertise, they’ll reach out to you. If you’re able to help them out, you’ll get a link back to your site. Pretty simple, right?

And while you’re at it, you can also sign up for Help A Reporter Source (HARS), which is similar to HARO but specifically for sources who want to be quoted in articles.

Competitor Research and Analysis

This is important, and something a lot of people don’t do nearly enough of. If you want to know how to optimize your website for search engines, you need to understand what your competition is doing.

What kind of keywords are they targeting? What kind of content are they putting out? How often are they publishing new content? What kind of backlinks do they have?

You can use tools like Moz’s Open Site Explorer and BuzzSumo to do some competitor research and analysis. Once you have a good understanding of what your competition is doing, you can start to figure out how to do it better.

Internet ads

You’re probably familiar with the ads that show up at the top of a Google search page when you’re looking for something specific.

The thing is, those ads are there because of the companies that made them have paid Google to put them in that spot. And they’ve paid Google because they know that’s where people are going to look first when they’re searching for something.

So, if you want your site to show up in those coveted top spots, you’re going to need to pay for it. But don’t worry, it doesn’t have to be a ton of money. You can start with a small budget and increase it as you see results.

Paying for ads is just one way to optimize your site for search engines. But it’s an important one, and it can help you attract more visitors to your site.

Press Distribution

If you’re looking for an easy way to get links to your website, press releases are a great option. By definition, a press release is an official statement issued to the media.

There are a few things you need to keep in mind when writing a press release:

– The headline should be catchy and attention-grabbing

– The body should be clear and concise, and it should tell the reader what the press release is about

– Include quotes from experts or spokespeople

– Include a call to action

Once you’ve written your press release, you need to distribute it. You can do this yourself by sending it to journalists and media outlets that cover your industry. You can also use a press release distribution service, which will help you get your press release in front of more people.

Technical SEO

Technical SEO is the practice of optimizing a website for search engines to earn higher Rankings in the SERPs.

The methods used in Technical SEO can be broadly divided into two categories: on-page optimization and off-page optimization.

On-page optimization refers to techniques that can be implemented on your website to improve your Rankings. Some common on-page optimization techniques include optimizing your title tags and meta descriptions, as well as your website’s structure and navigation.

Off-page optimization, on the other hand, refers to techniques that are implemented outside of your website to improve your Rankings. Some common off-page optimization techniques include link-building and social media engagement.

Both on-page and off-page optimization are important for achieving high Rankings in the SERPs. However, black hat SEO practitioners often focus solely on manipulative off-page techniques, such as link buying and link farms, in an attempt to game the system.

Site Load Time

“Site speed is one of the most important factors when it comes to technical SEO and it’s also one of the easiest things to fix.”

When it comes to site speed, there are a few key things you can do to improve your Google ranking and make your users happy: optimize images, minify code, use a content delivery network (CDN) and enable compression.


“Mobile-friendliness” is one of the most important factors for modern SEO. Why? Because more and more people are searching the web from their phones and tablets. If your website isn’t mobile-friendly, you’re going to lose out on a lot of traffic.

But what does “mobile-friendly” actually mean? It means that your website is easy to use and looks good on smaller screens. If people are squinting to try and read your website on their phone, or if they have to scroll back and forth to see everything, then your site is not mobile-friendly.

Fortunately, there are several ways to make your website more mobile-friendly. You can use a responsive design, make sure your text is large enough to read easily, and avoid using too much Flash.

Crawl Error Identification

To identify and fix crawl errors, you need to understand what they are.

Crawl errors occur when Googlebot, or another web crawler, encounters problems while trying to access and index pages on your website. This can be caused by broken links, missing files, or errors in the coding of your pages.

Fixing these errors is important because they can prevent Google from indexing all of your content and affecting your site’s visibility in search results. You can identify and fix crawl errors by using the Crawl Errors report in Google Search Console.

Keyword Cannibalization Audit

If you want to make sure that your website is technically sound, one of the things you can do is perform a keyword cannibalization audit.

What is keyword cannibalization? It’s when you have multiple pages on your website that are targeting the same keyword. This can be a problem because it can confuse search engines, and as a result, none of your pages may rank as high as they could.

To perform a keyword cannibalization audit, you’ll need to use a tool like Ahrefs or SEMrush. Once you have the tool, you’ll need to create a list of all the keywords that you’re targeting. Then, you’ll need to check each page to see if it’s targeting multiple keywords.

If you find that there are pages on your website that are targeting the same keyword, you’ll need to decide which page you want to keep and which ones you want to remove or redirect. You can also try to canonicalize the pages so that search engines will know which one is the primary page.

Duplicate Content Audit

If you’re not already familiar, a duplicate content audit is when you go through your website and check for any pages with duplicate content. This is important for a few reasons.

First, it’s a waste of space. If you have multiple pages with the same content, it’s taking up valuable space on your website that could be used for other things.

Second, it confuses search engines. If they see the same content on multiple pages, they don’t know which one to rank higher in the search results. This can hurt your SEO.

And finally, it can hurt your conversions. If someone comes to your website and sees the same content on multiple pages, they’re going to get confused and might not convert into a customer.

So how do you do a duplicate content audit? There are a few different ways. You can use a tool like Screaming Frog or Sitebulb, or you can do it manually by checking each page of your website individually.

Whichever way you choose, make sure you fix any duplicate content issues you find so that your website is running at its best.

Local SEO

You might be thinking, “Wait, isn’t Local SEO a good thing? Isn’t that how you get your business to show up in the search results when people are looking for businesses like yours in their area?”

And you would be right…to a certain extent. Local SEO can be a good thing and it can help you get more visibility for your business. But there is such a thing as too much of a good thing.

What I’m talking about is something called “spamming local directories.” This is when you create fake listings for your business on local directories, or you create listings for businesses that don’t even exist.

This might seem like a good way to game the system and get your business more visibility, but it’s going to do more harm than good. Not only will you risk getting penalized by Google, but you could also end up getting banned from the local directories altogether.

So what’s the moral of the story? Don’t spam local directories with fake listings. It’s not worth it.


While there are some benefits to using black hat SEO tactics, the risks outweigh the rewards. Not only can you be penalized by search engines, but you can also damage your reputation and lose customers.

It’s important to remember that SEO is a long-term strategy. Yes, you may see some quick results from using black hat tactics, but those results will eventually disappear. And, when they do, you’ll be left with nothing.

So, instead of using black hat SEO tactics, focus on creating high-quality content, building natural backlinks, and engaging in white hat SEO practices. It may take longer to see results, but the results will be worth it in the end.

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