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What is SEO, Its Type and How Does it Work

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Using SEO, you may make your website more visible to users of search engines (Google, Yahoo, Bing, and others). Effective SEO raises your website’s position on the Search Engine Result Pages (SERPs), which brings in free, relevant traffic.

Bots or crawlers are used by search engines like Google, Yahoo, and Bing to comb through web pages from one domain to another. They concurrently gather data about those pages and index them as they proceed. Finally, based on set ranking factors, search algorithms analyse the pages in the index and rank them in the order they should appear on the search engine result page for a query entered.

SEO and Types

“Search Engine Optimization,” often known as SEO, is the practise of obtaining visitors via unpaid, editorial, or natural search results in search engines. It aims to improve your website’s ranking in search results pages. Remember that a website will receive more visitors the higher it is ranked on the list.

Effective SEO requires a variety of different duties, including:

  • Finding appropriate terms with high potential for search traffic.
  • Creating valuable material of the highest calibre and optimising it for both consumers and search engine.
  • Including pertinent links from reputable websites.
  • Evaluating the outcomes.

Increasing your position in organic search results is the aim of SEO. AdWords, shopping, and local results optimization all include various techniques.

Although it can seem that there are too many competing factors vying for space on SERPs, pushing the organic rankings down, SEO can still be a very effective and profitable strategy.

Google handles billions of search queries every day, so organic search results represent a sizable portion of the pie. Additionally, every click that directs visitors to your website is totally free, even though some upfront and ongoing expenditure is necessary to acquire and maintain organic rankings.

Types of SEO

  • On-Page SEO: It refers to all the actions you do to increase the position of your website on search engine results pages (SERP).
  • Off-Page SEO: This is all the work you do off your website to perform better and appear higher in Google’s SERPs.
  • Technical SEO: It primarily serves to make it easier for Google bots to successfully crawl, decipher, and index every page on your website for future usage.
  • White Hat SEO: All forms of optimization that adhere to Google’s search engine guidelines
  • Black Hat SEO: This is the opposite of white-hat SEO in that it looks for and exploits any flaws or vulnerabilities in Google’s search algorithm in order to rank higher on the SERPs.
  • Grey Hat SEO: Due to customer demands for rapid results, it is frequently employed by SEO companies as a middle ground between white hat and black hat SEO.
  • Negative SEO: The purpose of doing this is to lower your rival’s search ranks so that you may overtake them or profit from their decline.

SEO and Digital Marketing

Evidently, there is no discernible difference between SEO and digital marketing strategies; both carry out the same tasks and require the same abilities. Only for marketing purposes are various titles sorted. We must take a close look at these ideas in order to comprehend this. The illustration below makes it obvious how SEO fits into the larger category of digital marketing.

The SEO specialists work to increase organic traffic, whereas digital marketers strive to increase a company’s whole online presence (which goes beyond SEO). An SEO consultant typically manages other facets of digital marketing in practise. Additionally, as clients can generally understand this better, the entire SEO digital marketing service bundle may be referred to as SEO Packages.

Integrated digital marketing using SEO

The usage of SEO is becoming increasingly crucial to the overall effectiveness of digital marketing. And if we closely observe how the SEO paradigm has changed over the years, we would have a pretty good understanding. When the first SEO was introduced in the middle of the 1990s, manual submission, the Meta keywords tag, and keyword stuffing were all common practises required to rank high in the SERP. Then, in 2004, interlinking websites were developed, link purchasing via automated blog comment spam injectors, and anchor text-related link bombing were used to increase web traffic. Then, in 2011, vertical search inclusion and social media marketing became the norm for carrying out SEO.

Also Read: Top Free Tools and Chrome Extension for SEO Analysis

Although the fundamental concepts of title tags, H1 tags, and links—favourite everyone’s topic, according to Google—remain the same, today’s many new memes completely alter the way an SEO consultant originally operated. But many of the applications that were previously unrelated to the criteria we used to evaluate SEO are now.

  • Social media: As viral marketing strategies are being used on Facebook, LinkedIn, Twitter, Yammer, and Google+, social media marketing is becoming more and more important. These social networking sites must follow SEO best practises in order to manage their SEO potential to the fullest.
  • The current strategy is not to build more connections in order to rank higher: The importance of one’s reputation has increased. There are several innovations in connection construction from the past. The widely held assumption that content techniques are the primary way of attaining high rankings in search results is changing. Instead, it is quality inbound links that continue to play a significant role in SEO and have a positive impact on rankings. In that sense, the meaning of the word “connection” is evolving. The basic goal of conventional link building is to count all do-follow connections a website may produce while completely ignoring any no-follow links.
  • Balance between brand mentions and conventional linking: Don’t have the misconception that only brand mentions are relevant nowadays and that traditional linking is no longer effective. These two must be balanced with one another.
  • Video optimization is a recent addition to social media optimization: The modern SEO specialist understands how to properly optimise video material, disseminate it, and assess its effectiveness.
  • Redefining paid search: For the best results on both sides of the fence, a co-optimization plan that involves significant collaboration with the organic search team must come after the paid search activities.
  • Using data: Another crucial factor is the capacity to effectively comprehend, mine, and apply data to guide strategy and resource allocation within a constrained budget for the best ROI (return on investment).
  • Other elements of contemporary SEO: The most prominent search engines’ algorithms are believed to be heavily influenced by the bounce rate, site speed, and most recently, content above the fold. Additionally, the focused keywords produced by organic search strategies are used in display advertising, behavioural targeting, retargeted marketing, and contextual advertising. In order to operate in evocative methods, you all must first have a full understanding of the marketing strategies and company strategy.


SEO is crucial because it makes your website more visible, which boosts traffic and the chance that more people will become paying customers. SEO is a crucial part of digital marketing strategies and has fully assimilated into the industry. The algorithms are always updating and putting new hurdles in front of you. Remember that SEO is an ongoing activity; there is no static SEO approach that will stand the test of time. Search engines have changed their policies in response to shifting online consumer behaviour. However, you must seriously consider your target audience, their tastes and dislikes, the website’s usability, and well-thought-out SEO strategies.

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