Marketing

The 4 Types of SEO: What They Are and How to Use Them

Team Pepper
Team Pepper
Posted on 28/12/2111 min read
The 4 Types of SEO: What They Are and How to Use Them

Table of Contents

  • Why Do We Need SEO?
  • SEO Types 
  • On-Page And Off-Page SEO: How to Use Them
  • Technical SEO
  • Voice Search SEO 
  • Key Takeaways 
  • Conclusion
  • FAQs

Search Engine Optimization (SEO) is the process of fine-tuning your web pages to drive more traffic through search engine visibility. Most people may think that the careful choice of keywords and smart use of language are key factors that influence SEO. But, there’s more.

There are various types of SEO in digital marketing, and this includes everything from building links, posting on directories, engaging with social media, among others.

To narrow down the main types of SEO for better rankings, we have categorized 4 types of SEO you should know. This post will tell you the importance of each type of SEO and what comprises an effective SEO strategy.

Let’s get started by understanding the importance of SEO.

Why Do We Need SEO?

Did you know that 90% of all online interactions begin with search engines like Google or Bing? Your goal to attract leads for your business begins with understanding the search engine algorithm. 

But before you start optimizing your site or social media pages, you need to know the best practices associated with the types of off-page SEO and on-page SEO. 

Both on-page and off-page SEO are important because your goal is to create a deep presence on the web for your brand. By telling the search engine algorithm that you have the resources that searchers are looking for, you need to back it up by combining different platforms and types of content into a fulfilling user experience.

SEO must be done without stuffing too many keywords, and by providing relevant content that elicits user engagement, which in turn drives the success of your SEO efforts.

So, what are the main types of SEO? We’ve put together a list of 4 types of SEO in digital marketing and how to use the right techniques. Let’s get straight into it.

SEO Types

By implementing the various types of SEO, you can get better results and ensure that the fine-tuned web presence is attracting a lot of interest from searchers. Here are the 4 main types of SEO techniques you should know.

Source

1. White-Hat SEO (on-page)

White-Hat SEO is a great method if optimized correctly, to boost your SEO rank organically, though it may take time. 

According to Google, there are a few SEO techniques that you can implement as part of your White Hat SEO to rank higher among the search results for a given keyword. 

These insights are aligned to Google’s search algorithm, which is always on the hunt for credible sources, just like every internet user.

Here are some White-Hat SEO techniques to follow.

Good quality content

If you want to get leads, you have to produce high-quality content. The use of infographics, e-books, video content, and blogs can help you generate a lot of traffic. But the content you provide should be relevant to the search intent.

HTML optimization

By removing bad links and optimizing your HTML layout, you can ensure that your site performs better. Start by using white space effectively, reducing redundant text, and cleaning up the ineffective code.

Social sharing

Building a social media presence is great for improving online visibility. By creating quality content on social media, you can gather a lot of engagement, which turns into web traffic to your pages. 

User-friendly design

By keeping people on your site pages for longer, the search engine recognizes the value you provide to users. This type of SEO is called experience design, where your site is made easier to navigate, has interactive elements like videos and photos, as well as some downloadable resources for users to take away from their experience.

White-Hat SEO is among the main types of SEO because effective implementation guarantees great results, in the long term. By nurturing a steady increment in traffic growth, your website ranking improves. 

Google often updates its algorithm in light of new trends and the emergence of new types of content. Hence, practicing White-Hat SEO can keep you updated and in a position to tackle any changes caused by the algorithm updates. As the algorithm changes, you may have to adjust your SEO efforts accordingly, by learning about more relevant keywords and creating even better content. 

In the long run, White-Hat SEO techniques are a proven and effective method to keep updated and improve your site’s rankings and overall performance, as well as generate more leads over time. 

2. Black-Hat SEO

The technique of exploiting search engine algorithms to rank your website higher is called Black-Hat SEO.

The main motive for businesses to employ Black-Hat SEO is to drive results quicker. Without putting in too much work, you can achieve the goals of better traffic and increased engagement. However, the downside is that it’s not the best long-term SEO strategy and can hurt your site performance eventually.

Let us explore the numerous tactics used in these types of SEO efforts.

  • Keyword stuffing: Creates a bad impression on the user.
  • Link spamming: Any form of spam hurts your credibility.
  • Cloaking: Information cloaked for better indexing while information is presented differently to the user.
  • Hidden links/text: An attempt to exploit search engine crawlers by inserting hidden elements in the site’s code.
  • Plagiarized content: Using high-performing third-party content to rank higher.
  • Buying links: A method used to gather search engine visibility through a linking strategy. 
  • Irrelevant content: Similar to keyword stuffing, where you position content on pages just to improve the SEO value without addressing the search intent.

Google algorithm updates are more focused on quality. If your site is caught for spamming or exploiting the algorithm in the above-mentioned ways, your site ranking will drop.

Search engines are known to punish websites and ban them based on the irrelevance of their content to the search intent of users. Google is adamant about delivering quality content to people who are seeking information on their platform.

Black-Hat SEO techniques can be effective if you generate a lot of traffic for the sole purpose of generating views on ads or getting fast results by ranking higher. However, these tactics aren’t the best way to optimize your site performance.

3. Gray-Hat SEO

In the middle of White-Hat SEO and Black-Hat SEO lies the types of SEO in digital marketing that fall under a gray area of practice. Gray-Hat SEO isn’t always good for your site, but it doesn’t fall under bad practices.

Gray-Hat SEO techniques are not banned by search engines like Google or Bing, unlike Black Hat SEO. But they are a risky method of generating leads. That being said, it’s also an affordable solution and thus businesses use these types of SEO in digital marketing.

Let’s take a look at some Gray-Hat SEO examples and techniques.

  • Spun content: Rephrased blogs and articles that serve the purpose of generating content
  • Exchanging links: Partnering with other similar websites to exchange links through guest posting, blogging, video marketing, affiliates, etc., to improve the domain value
  • Clickbait articles: Using clickbait text and visuals just to get people to click, often without any congruent value at the end of their visit
  • Paid reviews: A way to promote your products or services by flooding other domains with paid reviews, which isn’t always based on real experiences

Using Gray-Hat SEO techniques, you can improve your site’s ranking on search engines and generate some good traffic. But it’s not the best growth strategy for your online presence. In the future, if users do not get any value, your site will be impacted negatively. 

4. Negative SEO

Negative SEO is the practice of hurting competitor rankings by positioning content that’s against their brand or products. This is evident among local and global companies looking to impose their product or service as a better fit.

The use of Gray Hat and Black Hat types of SEO in digital marketing, to cause harm to a competing website’s or brand’s reputation, is called Negative SEO. These techniques are aimed at hurting a competitor’s rankings to position themselves as the better solution.

Here are some Negative SEO techniques used by businesses:

  • Negative reviews
  • Website hacking
  • Negative link building to competitor sites

The main motive of negative SEO is to harm another business and this is damaging for a business on the receiving end because it’s hard to track. To ensure that your business doesn’t fall prey to negative SEO tactics, you should constantly monitor and assess your site’s performance and address all forms of unusual activity.

Businesses and individuals want results, and they want it fast. However, it’s always good to use practical, ethical, and clean kinds of SEO to boost your website rankings, rather than negative SEO practices.

Now that you know the SEO main types, let’s get into employing the best practices for your SEO efforts in a sustainable and ethical manner to grow your business or brand.

On-Page And Off-Page SEO: How To Use Them

SEO is a vast field within a broader field called digital marketing, which is constantly evolving. With the immense knowledge available, you should always resort to credible information that applies to your goals. 

Let’s look at on-page SEO and types of off-page SEO and explore how they can help enhance your page rankings.

Source

On-page SEO

There are many types of on-page SEO, being the most widely used strategy for growing your business or brand. In simple terms, on-page SEO refers to augmenting your website contents to improve your site’s overall performance. 

Keyword optimization is the most common type of on-page SEO. This process involves choosing a list of niche-specific keywords that target the search behavior of users.

So, when a searcher types in the relevant keywords, Google can display a set of associated results. Keyword optimization helps your website rank higher thus.

For businesses to generate quality leads, keyword research is an important type of on-page SEO. The process of identifying and employing suitable keywords helps searchers find you.

By positioning these keywords and phrases in clever areas of your web page layout, metadata, captions, headings, etc., you make yourself more visible to searchers.

On-page SEO boosts visibility: Using target keywords and phrases closely associated with your niche of products and services, you can create quality content that ranks higher on the search engine. This results in more leads and increased revenue for your business.

Among the types of on-page SEO techniques, URL optimization is very useful. A customized URL can help visitors to your site recognize and remember your brand better. This improves the brand recall value for your pages. 

For example, take these URLs

www.peppercontent.com/find-competitor-keywords/

vs

www.peppercontent.com/blog/find-competitor-keywords/page-2135466/pageID-99873 

Which one seems like a URL you will remember?

The first URL is more concise and people know exactly what the page contains before they even visit. That’s the magic of URL optimization. Part of SEO is to let the users and the search engine know what to expect when they visit your site pages.

These are two main types of on-page SEO that you can use to improve your site’s performance and navigation. 

Other types of on-page SEO include meta description optimization, internal linking strategy, and image compression. The important thing is to know that on-page SEO is all about fine-tuning elements on your website and its pages to stand tall as a credible source of information.

Off-page SEO

Off-page SEO refers to optimizing areas that aren’t on your website. These external attributes influence the way your site performs. Thus, off-page SEO is a vital aspect of SEO.

Let’s explore some main types of off-page SEO.

As mentioned above, social sharing can be a huge traffic booster. When you share your blog or other links on social media, you may not always know how the audience will react. This external factor influences your site’s ranking, though. 

So, how do you ensure that your site’s performance gets better with social sharing?

First, understand that social listening is not the only aspect of SEO performance. They don’t have a direct impact on your site’s ranking but can improve the visibility of your site and thereby result in better rankings on search engines as well.

When sharing content on social media like YouTube, LinkedIn, Facebook, Twitter, or any other platforms, you have immense potential to improve your linking strategy for your website. People who share your links and engage with your content help drive traffic to your site’s pages. This form of traffic is specific to those seeking the exact information you have. Thus, your site rankings improve over time. 

Other types of off-page SEO factors are backlinking, directory listings, and online reviews. From credible third-party sources, if you can drive traffic to your website, the search engine recognizes this behavior as a positive influence of your content. 

So, you have to optimize the elements you share on various platforms outside your website, by following the best practices to make your content more relatable, relevant, and engaging to its users. These external factors can eventually result in better rankings for your brand or business online.

Technical SEO

Technical SEO techniques are used to perform backend operations on your website to improve its quality and performance, thereby it’s ranking on search engines. For example, to engage more viewers, you need to have an attractive site with interactive elements. But these factors will not offer any value unless your technical aspects are taken care of through site optimization.

A major type of technical SEO is page speed improvement. Users who visit your website and its pages should be able to access your content without waiting for too long. If you want to get better results from your website, your pages should load fast.

You can assess the performance of your page speed by using the Google Page Speed insights tool for free. This tool also gives you insights into how to improve your site’s pages and loading time. 

If you don’t have the technical know-how, don’t worry. You can always hire a digital marketing expert to get the job done cleanly and concisely. A simple Google search for agencies or individuals in your area is all it takes.

Another important aspect of technical SEO is how friendly your site is on mobile. More than half the world’s population uses a smartphone, and mobile searches are the most preferred way for people to access the internet. Hence, your website should be responsive and agile on mobile. That’s how you stand a chance to get a fair share of the internet traffic. 

Making your website mobile-friendly is a great way to boost user experience. Responsive design is greatly rewarded by improved search engine rankings because people stay longer and mingle with your content better. 

These two types of technical SEO can influence your website’s performance and should be treated with regard. Technical SEO is a crucial element of online marketing and helps you perform better on search engines and in general.

Voice Search SEO

Source

Among the main types of SEO in digital marketing, voice search is gaining immense importance. This new type of SEO is very popular because more people are using Google Assistant, Siri, and Alexa to look up information online. This means one thing!

Keywords you choose should be more like how people talk than how one would write. As voice search continues to grow, it will soon be the most preferred way to search for information online. By choosing the right keywords for your website, you can appeal to the exact kind of users that want your services or products. 

You should pick words that your audience would verbally use, and this includes slang words. The use of everyday language in your website content is a great start, but don’t forget to research the search intent of users and their word choices before you shortlist target keywords. 

When optimizing for voice search SEO, you should be able to design and deliver content quickly through your pages. 

Searchers who use voice search want immediate answers to their queries. Your website structure and content should therefore be easy for Google and Bing to retrieve the relevant information from your pages. This will enable your website to move up the ladder on the search results page.

With voice search technologies like Google Assistant, Alexa, and Siri, voice search and natural language processing is booming. One way of optimizing your content for voice search SEO is to create bulleted lists to make it easier for people to read. 

By employing a proper informational hierarchy, you can place the important information first and answer the query of searchers immediately. 

Furthermore, by adding slang words to your keyword research process, you can appeal to the exact personas that are ideal for your business. Using slang popular in India can help you get more Indian customers while using slang popular in South Africa can land you South African customers. The same applies to various jargon used by pilots or doctors, depending on your target audience. 

Key Takeaways

  • Search Engine Optimization (SEO) is the process of fine-tuning your web pages to drive more traffic through search engine visibility.
  •  The 4 main types of SEO techniques you should know are:
    • White-Hat SEO
    • Black-Hat SEO
    • Gray-Hat SEO
    • Negative SEO
  • For businesses to generate quality leads, keyword research is an important type of on-page SEO. The process of identifying and employing suitable keywords helps searchers find you.
  • Both on-page and off-page SEO are important because your goal is to create a deep presence on the web for your brand.
  • On-page SEO is all about fine-tuning elements on your website and its pages to stand tall as a credible source of information.
  • Optimize the elements you share on various platforms outside your website, by following the best practices to make your content more relatable, relevant, and engaging to its users.
  • Technical SEO techniques are used to perform backend operations on your website to improve its quality and performance, thereby it’s ranking on search engines.
  • Making your website mobile-friendly is a great way to boost user experience. Responsive design is greatly rewarded by improved search engine rankings because people stay longer and mingle with your content better. 
  • Voice SEO is very popular because more people are using Google Assistant, Siri, and Alexa to look up information online.

Conclusion

Companies can drive more value in producing content and generate more ideal visitors using these 4 main types of SEO techniques. Thereby, site rankings go up and domain value increases. 

That’s how to position your web pages as the favorite source for the search engine algorithm. 

Using White Hat techniques is best to complement the algorithm and retain your site’s authority as a credible source of information. But that doesn’t mean you can’t dabble in the gray areas, as long as you don’t hurt your reputation and maintain ethical practices.

FAQs

1. What are the main types of SEO?

White hat SEO, black hat SEO, gray hat SEO, and negative SEO are the main types of SEO. White hat is the most sustainable long-term plan for most businesses.

2. What are the indispensable types of on-page SEO?

Keyword research and optimization include finding relevant keywords you can use for your pages and content and shortlisting the right ones to match the search intently you aim to address. URL optimization is the process of refining your URL structures, so people can relate and remember the page better. Both are effective on-page SEO practices.

3. What are the important types of off-page SEO?

Social sharing paired with an effective backlinking strategy is effective off-page SEO. Using relevant content and linking to credible sources on the internet helps improve your page’s domain value.

4. What are the main types of SEO in technical SEO?

Making your website load fast by studying the page speed insights, and optimizing your website elements to make it mobile-friendly are 2 major types of technical SEO.

5. Why is voice search SEO such a big deal?

An estimated 40% of consumers use voice search to search or purchase something online. If you want to target this share of internet traffic, your content should be optimized for voice search.

6. Are blogs an effective SEO technique?

Yes, credible and relevant blogs are a great way to generate quality content that improves your site’s visibility on search engines and nurtures your target audience with information. Blogs are also a great way to continuously show activity on your website, which results in better rankings.

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