What Is SEO (Search Engine Optimisation)?

White Hat SEO or Black Hat SEOSearch Engine Optimisation (SEO) is the process of optimising your website to increase the position of your website or one of its corresponding pages in the search engine results pages (SERPs). This is accomplished either by following the Google Webmaster Guidelines that have put out by the search engines themselves, also known as “white hat SEO“, or by manipulating flaws in the algorithm (the algorithm and how search engines works will also be covered later in this SEO guide), which is often referred to “black hat SEO“. Alternatively, some SEOs decide to utilise both tactics by using a mixture of white hat SEO and black hat SEO tactics, which is known as “grey hat SEO“.


SEO can be further separated into sub-categories, with one example being local SEO. Local SEO focuses on building local citations and building backlinks from local websites in the same niche (local business websites are usually targeted). The goal of a local SEO strategy is to rank high locally for local search results to receive traffic (search engines display different pages in the SERPs based on your location. This will be covered in the next part of this SEO training course).

Still Dont Understand What SEO Is? Here Are A Few Examples

  • You more than likely found this website through a search engine. This is all thanks to our own SEO efforts.
  • When you search for something on the Internet and click on a page, the pages at the top of the SERPs are more than likely there due to the webmaster’s SEO efforts.

>>>Next In This Guide: Section 1-2: How Search Engines Work