Ultimate List Of SEO Types

Every single type of SEO that works today is in this list. Choose the right ones for your business and climbs the ranks to top of the SERPs. Did we miss any?

SEO expert brainstorm the best types of SEO to add their business' strategy

SEO isn’t a one-trick-pony.

It’s an entire industry that requires different skill sets to get the job done.

The end goal is the same: to show your website to people who are eager to buy from you.

The strategy to achieve this is different for every website (even those in the same industry!). It’s the road map that pulls in these different types of SEO to help us land on top of the search engine results page.

If you’re new to search engine optimisation, it can be overwhelming.  Just by following experts on X, you’re pounded daily with new ideas and evidence that strategies that once worked have been squashed by Google.

This guide introduces you every type of SEO. From this, you should walk away with enough understanding to investigate further and start developing your strategy.

Have I missed a type of SEO? Leave a comment!

3 Main Types of SEO

Search engine robot inspecting a web page

No matter who you talk to – including us! – there’s three main types of SEO that everyone says:

  • On-page
  • Off-page
  • Technical

You could call these the 3 pillars of SEO. The foundations that set your website up for success.

Let’s explore them.

On-Page SEO

On-Page SEO focuses on the content on your page. There are two questions we always ask when working on-page:

  • “How can I provide more value to the user – compared to my competitors?”
  • “How can I help the search engine understand the page better?”

There are loads of elements affecting on-page signals such as:

  • Meta tags
  • Keyword densisity and relevancy (yes, this is still a thing)
  • URL structure
  • Quality and originality of content
  • Heading tags and their order

We’re big on topical authority – how well you cover a topic across your site – and it’s why in the first month of your retainer, we create a blog content plan. Your Ultimate SEO Audit also highlights great opportunities to either create new landing pages or improve existing ones. This is built into your strategy.

Off-Page SEO

Off-Page SEO is about building a reputation and authority for your site.

How do you do that?

By getting other websites that search engines trust to talk about you.


By linking to your website.

Here’s a few strategies to get those links:

  • Guest blogging
  • Niche edits
  • Brand mentions
  • Digital PR
  • Local directories
  • Social media marketing

Link building is essential to any SEO strategy and it’s why Hatch + Vox includes it as default in any package. It can be the sole reason you’re sitting in position 1 and raking in all the sales and leads whilst your competition falls to page 2.

In the first month with us, we make sure you’ve got all your foundational backlinks sorted before jumping in with a full strategy. We often combine this with our content plan for maximum effect.

Technical SEO

Technical SEO is the one that people forget about, but is the first to be noticed when it isn’t done properly.

This pillar of SEO helps search engines spiders to crawl and index your site. Whilst On-Page focused on the semantical side, techncial makes sure these crawlers get access to what’s needed and understand what’s being given to them.

AND – to also make sure they don’t go to parts of your website you don’t want them to. Like where all your customer data is stored.

Typical Technical SEO actions include:

  • Improving site speed
  • Making sure your website can be used on mobile
  • Site architecture
  • Managing SSL certificates
  • Adding Schema
  • Creating XML sitemaps

Location-based SEO

Shop in Marylebone, London

Just because the ones above are hailed as the foundational pillars doesn’t mean they’re the only ones to care about.

The rest of this list focuses on case-scenario specifics. Execute the right ones and you’ll dominate the SERPs.

The first one – location.

Local SEO

This is a brilliant strategy for small businesses to be seen in their area. Whether you’re a brick-and-mortar store or a service-based business, this strategy is THE one to care about.

Local SEO targets location-specific keywords and creates as much signalling data around that lcoation as possible.

Methods include:

  • Creating Google Business Profile
  • Getting reviews
  • Listing in local directories
  • Creating dedicated landing pages for each location
  • Making sure your Name, Address, and Phone Number is the same everywhere at all times

Reviews have the biggest impact in this game – that’s why we always work with our clients get them. Whether it’s an e-mail sequence or recommending printed leaflets, this is the one and only area we ask you to be proactive.

The rest? Leave it to us.

International SEO

Serve multiple markets across the world? International SEO gets you on the map. Literally.

Just because you’re dominating the search results in the UK, doesn’t mean you’re automatically doing it in China. 

Especially when your site is only available in English.

And you only share UK-relevant cotent.

Each market has it’s own needs and the same applies to SEO. Whether you keep it all under one website or create multiple versions, International SEO makes sure everything is connected. So, whether you’re in the UK or China, the user knows they’re dealing with the same business.

Successful International SEO takes time and often requires:

  • Handling translations
  • Managing HREF tags
  • Creating content specific to each location
  • Complying with local data protection laws (like GDPR)

Technical SEO plays a massive part here. With any website rebuild we’re a part of, we always try to pre-empt and prepare if the business goes international. It allows for a smooth transition and less headaches.

But, the first step is to get SEO right in one country first. Unless you have a massive budget, you’ll spread yourself too thin or cheapen out on tactic and fall flat.

Types of Hats in SEO

Black Hat SEO manipulating the search engine

You may have heard terms like White-Hat SEO, Gray-Hat SEO, and Black-Hat SEO as your browse the net or enter any forum where SEOs lie.

They’re different approaches to SEO with some ethical differences.

Learn more about them below and decide for yourself.

White-Hat SEO

White-Hat SEO is practices that fall perfectly in line with the terms and conditions of major searches engines – like Google.

If Google says something is good, you do it. If Google says something is bad, you avoid it like the plague.

The issue with that is what Google says and rewards are two very different things.

SEO agency owner quote on building backlinks

Link building is the prime example. Google says not to buy links, yet those who sit at the top of the results have bought them and are getting rewarded because of them.

This isn’t to say everything the below hats do is good and should be encouraged – it’s just a true reflection of real life.

Lots of SEO agencies and freelancers will proactively come out and say they’re white-hat.

But, behind closed doors, they’re buying those links to give them a boost. They’re building location pages that offer no real additional value compared to their actual service page.

And – what really annoys us – they’re not telling their clients.

Black-Hat SEO

Black-Hat SEO is the complete opposite. Their sole goal is to manipulate the search engine algorithms to their benefits – no matter the cost.

Old hacks include:

  • Link Farms
  • Keyword stuffing
  • Cloaking
  • Article Spinning
  • Bait and Switch
  • Parasite

These are tactics Google has come out directly and said are against their rules. Issue is, you probably know (or have been victim to) a few sites who are sitting at the top of the search results as a result of these exact actions.

Black-Hat SEO is great if you want to learn how search engines actually work – not how Google says they work. We recommend not partaking in these tactics as the wins can be short-lived. As a result, your website could disappear from Google overnight causing your lead generation or sales to stop flowing.

It could destroy your business.

Leave it to these Black-Hats who can burn and churn websites without any affect to their livelihood to experiment. 

Grey-Hat SEO

Grey-hats sit in the middle. They believe in what the White-hats are fighting for, but know sticking by the rules isn’t always how you win the game.

Tactics include:

  • Exchanging links with websites because both of our content shares great value for our users
  • Buying relevant expired domains with good backlinks and redirecting them at ours
  • Location pages that may flag as duplicate content but still generate relevant leads every single day
  • Including a table of contents to help our users quickly find the information they want [link to tweet]

These are tactics that don’t deceive or trick the user. Unlike something like Bait and Switch (which destroys trust), these grey-hat techniques harm no one. In many cases, like the table of contents (ToC) example, they actually help the user.

Sometimes, Google tries to attack low-quality, spammy, content sites. One method is to find out what’s similar between them all and target every site that copies. Unfortunately, like in the March Core Update 2024 with the ToCs, everyone gets a mark on their head – guilty or not.

Instead of thinking about whether you should engage in White, Grey, or Black Hat SEO, ask yourself this:

“How can I give the user what they want, in the best way possible?”

99.99% of the time, you’ll end up falling into Grey-Hat. And there’s nothing wrong with that – especially when you have an SEO agency who

Platform-specific SEO

Woocommerce for WordPress CMS for eCommerce functionality

Each CMS comes with it’s own issues. They approach SEO and websites in a different way, such as how to handle canonical tags and relative URLs. Whilst the issue is not solely specific to that CMS, it’s commonly found when using it out-of-the-box.

Note: search engines don’t prefer or punish a website based on the CMS they are using. These are just common problems found when using the content management systems.


WordPress is hailed as the best CMS for SEO. From a technical perspective, there’s not much to change out of the box. If anything, anything major would be to do with your chosen theme or the server your WordPress is hosted on. 

If you choose to build with page-builders (like Elementor), you may face slower site speeds. But, there are plently of workarounds and optimisations we can do to make it as fast as possible.

For on-page SEO, there are loads of plugins to use to help get started. Major players include:

Most lead-gen and e-commerce businesses are familiar with WordPress and it’s one we recommened. In some cases, it’s easier and cheaper to rebuild in WordPress than try and fix issues on other content management systems.


If you’re not selling through WooCommerce (WordPress), you’re probably selling with Shopify

This CMS is great if you want an easy-to-use website without much fuss. But, for SEO, there are a few issues we have to handle.

Such as:

  • Canonical links
  • Relative URLs and duplication issues
  • Terrible URL structure
  • Multiple H1 tags
  • Links to old myshopify web pages

We’ve found 99% of problems are a one-time fix. As part of your retainer, Hatch + Vox get this done in the first month, so your SEO is not being held back anymore. 


Joomla was the first CMS Josh ever coded for! Back in the day, WordPress was built more for blogs, whereas Joomla was for much larger websites. Today, WordPress has caught up, but Joomla is still one of the top 3 CMS used.

But that doesn’t mean it still doesn’t have it’s issues:

  • Duplicate content issues
  • Default URLs are not SEO friendly
  • Slow loading times (sometimes)


SquareSpace is a WYSIWYG web builder. Super easy to use for non-techie people, but can be a pain for managing SEO.

Most of the issues are about control. For example, it’s hard to fine tune website speed with SquareSpace. Schema markup is generated by them with little wiggle room, and product feeds don’t exist.

Depending on your business, you may consider a rebuild. However, those who stick and optimise with SquareSpace can see great results. It’s out-of-the-box features make on-page SEO easy to do. 


Like SquareSpace, Wix is a web builder who have been pushing their SEO efforts in recent years. In our comparision guide between WordPress and Wix, we even said that Wix was better for SEO if you’re doing it yourself.

But there are still some issues that may put you off:

  • Slower loading time due to code bloat
  • Built-in language support isn’t great
  • No control over advanced SEO

If you’re a local business with no eCommerce element, Wix may be the right CMS for you. Any other type of website is doable, but do your research before committing.

YouTube SEO

Whilst we’ve focused on content management systems, we cannot ignore platforms like YouTube.

If you create a lot of video content (and your customers find great value from them), SEO helps you get found on YouTube. The exact same principles are applied, such as:

  • What are YouTube users looking for?
  • How can we make this the most helpful video they’ve seen?
  • How can we help YouTube understand the video more? (Psst – transcripts for starts!)

Whether it’s a podcast you host, how-to videos for your products, or even entertainment videos, SEO can still help you grow.

How do I choose the right SEO type for my business?

Business owner trying to choose the best SEO strategy

As we’ve seen, there are many different types of SEO – all with the ability to get your businesses in front of the right people, in the right place, and at the right time. 

You don’t choose a type of SEO and stick with it forever. Your SEO strategy brings in different types to create a plan that works best for you and your industry.

It can get complex and confusing, especially if you’re not familiar with the current search engine trends.

That’s why we it’s our #1 reason for hiring an SEO agency.

Instead of hours and hours learning the ins-and-out of SEO, you hand it over to a team of dedicated experts who have done exactly the same for many other businesses like yours.

But first, we have to learn more about your business to determine the right way. There’s no point second-guessing.

That’s why we invite you to book a 30-minute call with Josh to figure out exactly how we’re going to improve your SEO.

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