What Does SEO Include?

SEO is not just one task. It includes several areas that work together.

On-Page SEO

On-page SEO means optimising the visible content and structure of each page. This includes page titles, headings, paragraphs, images, internal links, keywords and meta descriptions.

For example, if a page is about website design services, the content should clearly explain that topic. The page should use relevant headings, helpful text and natural keywords connected to the service.

Technical SEO

Technical SEO focuses on the hidden structure of the website. This includes site speed, mobile performance, crawlability, indexing, sitemap settings, structured data, schema markup and code quality.

A website can have good content, but if search engines cannot crawl or understand it properly, the page may not perform well.

Off-Page SEO

Off-page SEO focuses on signals outside your website. One of the most important parts is backlinks. A backlink is a link from another website to your website.

Good-quality backlinks can help show search engines that your website is trusted and useful. However, backlinks should be natural and relevant. Poor-quality or spammy links can damage SEO performance.

Local SEO

Local SEO helps businesses appear in local searches. For example, if someone searches for “SEO specialist near me” or “website designer in London”, local SEO helps Google understand where the business is located and which areas it serves.

Local SEO often includes Google Business Profile optimisation, local keywords, service areas, reviews and location-based content.