SEO isn’t one thing you “do once.” It’s a set of disciplines that work together to help your site get found, earn clicks, and convert visitors into leads. In this guide, you’ll learn the four main types, what each one covers, and how to spot which area is holding you back.
1) On-page SEO: improve what users read and do
On-page work is everything you change on the page itself. It helps search engines understand the topic, but it also helps users find answers quickly and take action.
This includes headings, copy, internal links, image alt text, and the structure that makes pages easy to scan. It also includes titles and meta descriptions that set expectations and win the click.
If you rank but don’t convert, this is often where the fix lives. Better clarity, stronger proof, and a cleaner CTA can lift results fast.
2) Technical SEO: make your site crawlable, fast, and stable
Technical work is the foundation. It ensures search engines can access and index your pages reliably. If this part is broken, content improvements can feel pointless.
It covers site architecture, page speed, mobile usability, redirects, canonical tags, and managing duplicates that clog the index. It also includes preventing common mistakes like blocking important pages with robots rules or noindex tags.
If great pages won’t rank, pages drop out of the index, or the site feels slow on mobile, technical issues are often the culprit.
3) Off-page SEO: build trust beyond your website
Off-page signals help prove you’re credible. The best-known factor is backlinks, but brand mentions and digital PR also matter because they signal authority outside your own domain.
Good off-page work is selective and relevant. It focuses on credible sites that align with your niche and audience. Shortcuts like spammy networks or bulk directory blasts usually create risk and rarely build lasting value.
If competitors outrank you despite weaker pages, off-page trust signals may be the missing piece.
4) Local SEO: win searches tied to a place
Local strategy matters when location affects buying decisions. This includes map results, “near me” searches, and searches that include cities or service areas.
Local work often focuses on your Google Business Profile, consistent business listings, reviews, and location pages that match local intent. Done properly, it can drive high-intent leads because people searching locally are often ready to act.
If you serve specific areas but you don’t show up in local results, local SEO can be a high-impact priority.
How to prioritise the four types
You rarely choose only one. The best results come from pulling the right lever at the right time.
A simple priority order that works for most sites:
- Fix technical blockers that stop indexing and performance
- Improve on-page clarity and conversion on key pages
- Strengthen trust with relevant off-page signals
- Scale local visibility if geography affects sales
If you want to move faster, start with the pages closest to revenue. That’s where small improvements usually produce the biggest gains.
Conclusion: SEO works when the four types support each other
On-page makes you clear, technical makes you accessible, off-page makes you trusted, and local makes you visible where place matters. When you know which type is limiting you, SEO becomes more predictable and easier to scale. Want help diagnosing what to prioritise first? Explore our related posts or contact Seek Marketing Partners for a no-fluff plan.
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