Search Engine Optimisation
It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results.
SEO in a Nutshell
An easy way to understand the 3 most important factors is to imagine a bowl of soup – the SEO soup.
The seasoning represents the backlinks that increase the authority of your website. You can have great content and a perfectly optimized website but ultimately, you need to gain authority by getting quality backlinks – the last ingredient to make your SEO soup perfect.
The soup represents the content of your website – the most important part. Low-quality content = no rankings, it is that simple.
The bowl represents all the technical aspects you need to cover (often referred to as technical or on-page SEO). Without a proper bowl, there would be nothing to hold the soup.
On-page SEO is everything you can do on the website – from the optimization of content through technical aspects.
Off-page SEO is mostly about getting quality backlinks to show search engines that your website has authority and value. Link building may involve techniques like:
White hat SEO
White hat SEO, on the other hand, refers to all the regular SEO techniques that stick to the guidelines and rules. It is a long-term strategy in which good rankings are a side-product of good optimization, quality content, and a user-oriented approach.
While SEO experts agree that “white hat” is the way to go, there are different opinions on the acceptability of various link-building techniques (including link buying).
Black hat SEO
Black hat SEO is a set of unethical (and usually spammy) practices to improve the rankings of a website.
These techniques can get you to the top of the search results in a short time, however, search engines will most probably penalize and ban the website sooner or later.