First, I will give a clear image of what seo exactly is.
In simple and understanding words, I would say SEO is an activity done to improve the website and the product's visibility when a user searches for the product you are offering/selling on google.
Let's start with the example.
For instance, when anyone searches for weight loss on google, it means they are looking for tips for losing weight, the diet plan for weight loss. So if you have written an article for weight loss, you would want people to find you on the top of Google. That's what SEO marketing is all about.
To rank higher on google is the ultimate goal of SEO.
On-page and off-page SEO
On-page seo includes building content, keyword research, writing high-quality content regularly, meta tags, and keyword-rich title.
Off-page seo includes improving the ranking out of the website. Such as building backlinks, guest posting, creating content that people will share
Black hat and white hat
Black hat seo means, try to rank higher on google with the tactic which is either against the google terms and services or hacking private information to rank. Google may penalize you for the black hat.
Black hat- Reporting a competitor, posting wrong/fake reviews of a competitor, hidden links/images, keyword stuffing, etc.
While white hat refers to ranking and following all the terms and services of Google.
White hat- high-quality writing content, rich keywords, fast loading speed, etc.
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