As a searcher, when you want to get information, your first intention is to use a search engine to find your content because it is the fastest and easiest way to get it. Once the search engine results appear on the screen, you will find lots of links to explore on the first page of the results because they are the most relevant to what you are searching for and allow you to find what you are looking for easily. How does the search engine know these are the most relevant? This question gets to the heart of what SEO is.

Simply, Search Engine Optimization (SEO) is the process of organizing and creating content in a way that a search engine can understand and share the content of your website with the most relevant searches on each topic. By utilizing SEO practices, you can improve the visibility of a website to help the site gain a better results position on the search engine results page(SERP) and create more natural traffic from the search engine to your website.

Is SEO simple?

As you guessed, some SEO is simple, but not that easy. Each search engine(Google, Bing, Yahoo, etc) has a set of ever-changing standards that define what search engine friendly elements you need on your website to show up in their searches. Search Engine Optimization is the practice of helping search engines find and rank your site higher than the millions of other sites in response to a search query by users.

An SEO methodology of techniques, tactics, and strategies help to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. SEO is used to increase the number of visitors to a website by obtaining a high-ranking placement in the search engine results page of a search engine (SERP).

The goal of Search Engine Optimization is to optimize your website so that the major search engines rank your site as highly as possible on the results page. Higher ranking on the SERP leads to a greater volume of qualified traffic. A good SEO professional can help you choose the most effective programs for your needs. There are no shortcuts and better ranking is achieved in months and weeks, not days.

SEO = On-Page SEO + Off-Page SEO Illustration

On-page SEO

On-page optimization refers to website elements that you have control over on your web page, including page code, text content, and images. On-page SEO addresses a variety of fundamental elements (as they relate to SEO) such as page titles, headings, content, content organization, and internal link structure. Examples of on-page optimization include actual HTML code, meta tags, keyword placement, and keyword density.

Off-Page SEO

Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites). Off-page SEO speaks to your website’s reputation; the more people that link to your webpage the more reputable it is. Off-page optimization is a more time-consuming process and it can’t be done in a few hours or days. The process can take a few months, and Off-page SEO is “never end” activity.

Black Hat vs White Hat SEO

White Hat SEO

White Hat SEO tactics, techniques, and strategies are those which adhere to guidelines set by the search engines and involve no deception. White Hat SEO wholesomeness level is high. The important characteristics of white hat SEO are that it cannot generate great results for poor quality content. White hat SEO techniques include high-quality content development, website HTML optimization, and restructuring, link acquisition campaigns supported by high-quality content and manual research and outreach. With white hat SEO, you can expect steady, gradual, and lasting growth in rankings.

Black Hat SEO

Black Hat SEO uses tricks, schemes, and games to circumvent the algorithmic barriers set up by the search engines to prevent bad content from gaining high rankings in the SERPs. Black Hat SEO wholesomeness level is very low. Black hat SEO is not to be mistaken for plain bad search engine optimization which is the result of either lack of knowledge or cutting corners. With black hat SEO, you can expect quick, unpredictable, and short-lasting growth in rankings.


Bad SEO is the result of building a website without any plan for SEO. This happens usually through lack of knowledge by a developer or cutting corners during development to save time. Bad SEO is most common with initial builds for companies making their first websites. It is important to be sure Good, White Hat SEO plans are in place before the launch of a new site. Starting off on the right foot with search engines is very important, but don’t worry. If you have bad SEO on your site, it can be corrected, over time, and made up for.