A Complete Guide to SEO Optimization

SEO, SEO optimization
A Complete Guide to SEO Optimization

A Complete Guide to SEO Optimization


If you are new to the world of Digital marketing then all this jargon and the different sections of digital marketing may seem very difficult. At times, you may confuse the terms too. But Digital Ipsum is here to clear up your confusion. There are different terms we use in digital marketing, like SMM, SEO, SMO etc. Each of these terms has a very important place in the digital world. Out of these terms, we will learn about SEO along with Digital Ipsum.

What is SEO?

SEO is Search Engine Optimization. You may think, “Why is SEO so important?” or Who is SEO for? Let us answer both of these questions. SEO is for people who own, monetize, manage, or even advertise online content using Google Search. Usually, SEO is all about making small modifications to different parts of your website. You might think small changes won’t make a noticeable difference. They might, however, have a noticeable effect on the user experience and performance of your site in organic search results when combined with other optimizations.  You should make a website that helps the people who use it, and any changes you make to it should be geared toward making the user experience better. One of these users is a search engine, which helps other people find your content. 

Why isn’t my site listed on Google?

Google does crawl through billions of pages. However, it is still possible that it misses a few sites. When the Google crawlers miss a site, it can be because of :
  1. The site isn’t well connected to the other sites on Google.
  2. The crawlers haven’t been to your site as it is pretty new.
  3. The design of the site is making it difficult for Google to crawl effectively. 
  4. Google ran into an error while crawling your website
  5. Google can’t crawl your site because of your site’s policy.
Google is an automated search engine that uses web crawlers to look for new sites to add to its index. Most of the time, you don’t even need to do anything but put your site on the web. In fact, Google finds and adds the vast majority of sites to its index automatically, rather than having them submitted for inclusion.

How does SEO Optimization work?

There are different search engines, like Google and Bing. These search engines use bots to crawl different sites on the web, going from page to page. Then, algorithms look at the pages in the index, taking hundreds of ranking factors or signals into account. This determines the order in which the pages should appear for a particular search query. 

You can think of the SEO success factors as stand-ins for parts of the user experience. It’s how search bots figure out how well a website or web page can help a searcher find what they’re looking for.

But, unlike paid ads, you can’t pay search engines to move your website up in the rankings in an organic way. This is where our SEO experts come into the picture.

Why does one need an SEO expert?

Generally, SEO is a very tough job. You need someone with expertise on the topic to work with your company and help reach its goal. Additionally, you cannot select a random company or person to do such an important task. 

This is where Digital Ipsum will help you fulfill your digital dreams. Along with an amazing SEO team, we offer various other services like web development, Social Media Marketing, and content creation to take your brand to the next level. So log on to Digital Ipsum and start your brand’s digital journey.

Types of SEO Optimization

1. White Hat SEO

white hat seo

When a company uses White Hat SEO, it means that the SEO practices are in line with the terms and conditions of major search engines like Google. White-hat SEO boosts your search engine ranking on the SERPs while keeping your website’s integrity in line with the terms of service of the search engine. SERP is Search Engine Result Page. 

White Hat SEO best practices include: 

  1. Use meta-tags that are keyword-rich and detailed.
  2. Offer quality services and content to the website’s visitors.
  3. Make sure your website is easy to use.

2. Black Hat SEO

black hat seo

You can consider black hat SEO to be the polar opposite of white hat SEO. Black Hat SEO is all about malpractice and taking advantage of Google’s weaknesses in order to rank higher in the search engine. It uses techniques like keyword stuffing, cloaking, and “spammy” or “paid” link-building. These methods work right away, but if Google finds out about them, they can hurt your website.

3. Gray Hat SEO

Since Gray Hat SEO falls into neither white nor black hat SEO practices, it is quite risky. The terms and conditions regarding Gray Hat SEO are also unclear. But search engines won’t ban a site for using gray-hat SEO techniques. If you know what gray-hat SEO is and what happens when you use it, you can keep people from leaving your website because you know the bad things that can happen. This will help you use fair practices.

4. On-Page SEO

On-Page SEO is the process of improving a web page’s rankings and user experience by tweaking its title tags, internal links, HTML code, URL, images, and many other on-page elements.

Different factors of On-Page SEO includes:

  1. Writing content that is useful, interesting, and informative for your website’s visitors while also making it easy for Google bots to find.
  2. Using HTML tags to draw attention to important parts of your work.
  3. Seeing if there are any broken links or duplicate content.
  4. Getting photos to take up less space. 
  5. Making sure that the URLs for many pages are clear and to the point.

5. Off-Page SEO

Off page seo

Off Page SEO is doing everything outside of your site that will help it rank higher in search engine results. It includes things like good advertising (mostly on social media sites), getting clients to give you good reviews on online forums, and getting links from reputable websites in the same field as you.

6. Technical SEO

technical SEO

The main goal of technical SEO is to make it easier for Google’s bots to crawl, understand, and index the pages on your website. For example, you can create an extensive XML sitemap that makes your site more mobile-friendly.

7. International SEO

International SEO

International SEO makes it easier for people from different places and languages to find your website on their own. For International SEO to work, you must appease your target audience and let them do transactions in their own language and currency. If they have any worries, talk to them in their native language. International SEO tries to give your target audience a good time online.

8. Local SEO

Local SEO

One of the most important types of SEO for local businesses is local SEO strategy, which helps the business show up higher in Google’s local search results. Local SEO helps businesses reach people in their area by looking at how they search and how many times they search. If you use local SEO techniques, your local business has a chance to rank higher in both the search results and the local map pack. This helps your business grow and brings more people to your website.

9. E-commerce SEO

Ecommerce SEO

SEO for e-commerce is one of the best ways to get traffic through paid search, but SEO is much cheaper. It makes it easier for people to find your online store when they search for a product or service. It’s important for your site to show up in the SERP. Otherwise, you’ll lose access to potential e-commerce customers who have qualifications.

10. Content SEO

Content SEO

Content SEO is creating unique content like graphics, writing, or even videos to provide structure to your website and, therefore, rank it higher in the SERPs. When working with content SEOs, there are three things to think about: writing, site structure, and keyword strategy.

11. Mobile SEO

Mobile SEO

Mobile SEO is the process of making a website better for search engines while also making sure it can be viewed well on mobile phones and tablets. You need to use this type of search engine optimization if you want your customers to have the best experience possible.

12. Negative SEO

Negative SEO

Lastly, we have Negative SEO. Negative SEO is a type of SEO that is bad and unethical, just like its name suggests. The goal of negative SEO is to lower the search rankings of your competitors so that you can pass them or move ahead of them. Bad SEO techniques include breaking into someone’s site and making a suspiciously large number of low-quality links to it, as well as posting negative feedback or reviews about them on many online forums and discussion boards.

Read More: Top 10 SEO Digital Marketing Strategies to Try in 2022.


1. Is SEO Optimization a skill? 

SEO Optimization is a technique. But to perform this technique you need some very crucial skills like critical thinking, intent analysis etc.

2. What should you avoid in SEO?

Avoiding any malpractices should be your goal while practising SEO.

3. What is the most difficult part of SEO?

The answer differs from person to person, but probably the most important (and difficult) part is creating a great SEO strategy that works.