By There are three aspects of SEO:
- Technical stuff – The bowl represents all the technical aspects you need to cover (often referred to as technical or on-page). Without a proper bowl, there would be nothing to hold the soup.
- Great content – The soup represents the content of your website – the most important part. Low-quality content = no rankings, it is that simple.
- Quality backlinks – The seasoning represents the backlinks checker 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.
In the following chapters, we’ll take a look at all of these aspects from the practical point of view.
As soon as you start digging into SEO, you’ll come across some common terms that try to categorize its various aspects or approaches, namely:
- On-page & off-page SEO
- Black hat & white hat SEO
Although they are not that important from the practical point of view, it is good to know their meaning.
On-page & off-page SEO
The terms on-page and off-page SEO categorize the activities based on whether you perform them on the website
On-page SEO is everything you can do on the website – from the optimization of content through technical aspects.
- Keyword research
- Content optimization
- Title tag optimization
- Page performance optimization
- Internal linking
The goal is to provide both perfect content and UX while showing search engines what the page is about.
Note: The terms on-page and technical SEO are sometimes used interchangeably and sometimes used to distinguish the content-related optimization (e.g. title tags) and technically-oriented optimization (e.g. page speed).
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:
- Guest blogging
- Email outreach
- Broken link building
Off-page SEO is also closely connected to other areas of online marketing, such as social media marketing and branding, which have an indirect impact on building the trust and authority of your website.
Remember that a successful strategy consists of both on-page and off-page SEO activities.
White hat vs. black hat
Black hats and white hats have their origin in Western movies. They represented bad guys and good guys.
In the terms are used to describe two groups of SEOs – those who adhere to the rules set out by Google’s Webmaster Guidelines and those who don’t.
Black hat 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.
White hat , 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 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).
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