There are four main types of SEO: on-page, technical, off-page, and local
Most small businesses need elements of all four, but the right priority depends on your business type
On-page SEO is usually the best starting point because it improves every page on your site
Local SEO is the highest priority if your business serves customers in a specific area
AI search optimisation is an emerging fifth type that’s becoming increasingly relevant for visibility
SEO gets treated as if it’s one single thing.
In practice, it covers several distinct areas, each focused on a different aspect of how Google finds, reads, and ranks your site.
If you run a small business and you’ve been told you need SEO, you’ve probably heard terms like on-page SEO, technical SEO, or local SEO thrown around without much explanation.
Different agencies and blog posts will give you different answers about which types of SEO in digital marketing matter most, which makes it hard to know where to start.
This guide explains the main types of SEO in plain English, what each one involves, and how to decide which ones your business actually needs.
Table of Contents
What Is SEO?
SEO stands for Search Engine Optimisation.
It’s the process of improving your website so it appears higher in search results when potential customers look for what you offer. The goal is to get the right people to find your site at the right time, without paying for adverts.
It works by making your website easier for search engines like Google to find, read, and understand.
The better Google understands your site, the more likely it is to show your pages to people searching for your type of business.
What Are the Main Types of SEO?
Most SEO activity falls into four categories: on-page, technical, off-page, and local.
There’s also a growing fifth area: AI search optimisation, which is becoming relevant for more businesses.
Each type works on a different part of the system.
- On-page SEO shapes what Google reads on your pages.
- Technical SEO determines whether Google can find and access your pages in the first place.
- Off-page SEO builds your site’s reputation across the web.
- Local SEO targets searches from people in your area.
Together, these types of SEO techniques cover everything that influences how well your site ranks.
What Is On-Page SEO?
On-page SEO is the process of making each page on your website as clear and relevant as possible for both visitors and search engines.
It’s what most people think of when they picture SEO: choosing the right keywords, writing good page titles, and making sure your content answers the questions your potential customers are searching for.
But it goes further than that.
What Does On-Page SEO Include?
On-page SEO covers these key elements:
- Page titles (title tags) – the clickable headline that appears in Google search results
- Meta descriptions – the summary text below the title in search results
- Headings – how you structure your content using H1, H2, and H3 headings
- Content – whether your page genuinely answers what the visitor is searching for
- Internal links – links between your own pages that help visitors (and Google) move around your site
- Image alt text – short descriptions that tell search engines what your images show
- URL structure – keeping your web addresses clean and descriptive
Understanding the types of keywords in SEO also matters here.
Keywords generally fall into three groups: informational (people looking to learn something), navigational (people looking for a specific website), and transactional (people ready to buy or get in touch).
A page about “how to fix a leaking tap” serves a different need than a page about “emergency plumber in Birmingham,” and your on-page SEO should reflect that difference.
For most small businesses, on-page SEO is the logical first step.
It doesn’t require technical skills, and you can improve almost any page by reviewing whether it clearly answers one specific question or serves one clear purpose.
Start here: Pick your three most important pages and check whether each one has a clear focus, a descriptive title, and content that genuinely helps the reader.
The 4 Types of Search Intent in SEO (And Why They Matter for Your Small Business Website)
What Is Technical SEO?
Technical SEO covers the behind-the-scenes elements that help search engines access, crawl, and understand your site.
Think of it this way: you might have excellent content on your pages, but if Google can’t properly access or read your site, that content won’t rank.
Technical SEO removes those barriers.
Do Small Businesses Really Need Technical SEO?
Yes, but not all technical issues are equally important.
For a typical small business website, the main areas to check are:
- Site speed – pages that load slowly frustrate visitors and are penalised by Google
- Mobile-friendliness – around 71% of all Google searches happen on mobile devices (AllOutSEO, 2026), and Google uses your mobile site to determine your rankings
- HTTPS – your site should run on a secure connection (you’ll see a padlock in the browser address bar)
- Crawlability – making sure Google can find and index all your important pages
- Structured data (schema markup) – types of schema in SEO include LocalBusiness, FAQPage, and Review schemas, which help Google display richer results for your site in search
Many technical SEO issues can be spotted for free using Google Search Console, a tool Google provides to all website owners.
It shows you if pages are blocked from search engines, if your site has errors, or if Google has flagged any problems. It takes about ten minutes to set up and is well worth doing.
Larger technical issues – such as a poorly structured site, duplicate content, or a slow server – may need professional help to fix properly. A technical SEO audit is a good way to find out what’s actually wrong before spending money on fixes.
Start here: Set up Google Search Console for your site if you haven’t already, and check the Coverage report to see if Google has identified any problems with your pages.
What Is Off-Page SEO?
Off-page SEO covers everything that happens outside your website to build its reputation and authority in the eyes of search engines.
The most important element is backlinks – links from other websites to yours.
When a reputable site links to your content, Google treats it as a sign of trust. The more quality backlinks you have, the more authority your site carries.
How Do Small Businesses Build Backlinks?
There are several types of backlinks in SEO, and they’re not all equally valuable.
The most effective for small businesses include:
- Directory listings – getting listed on relevant UK business directories such as Yell, Bing Places, and industry-specific sites
- Editorial links – earned when another website naturally references your content or quotes your expertise
- Partner links – links from suppliers, trade associations, or local business groups you’re already involved with
Customer reviews on platforms like Google and Trustpilot also count as off-page signals.
They don’t pass direct links, but they strengthen your reputation in Google’s eyes – and they help potential customers decide whether to get in touch.
Building backlinks takes time.
For most small businesses, starting with UK directory listings and reaching out to existing contacts – suppliers, industry bodies, local business groups – is the most straightforward approach. Quality matters far more than quantity: one link from a respected trade association is worth more than ten from unrelated or low-quality sites.
Start here: Check that your business is listed accurately on the major UK directories – especially Google Business Profile, Bing Places, and Yell.
What Is Local SEO?
Local SEO is the work of making your business visible when someone searches for a service in a specific location.
It matters most if you serve customers in a particular area, whether that’s a single town, a county, or several postcodes.
When someone nearby searches for “accountant in Leeds” or “roof repair near me,” Google serves local results – usually a map with three listings known as the Local Pack, followed by organic search results.
Appearing in that Local Pack makes a real difference: businesses in the top three local results receive 93% more actions (calls, website clicks, and requests for directions) compared to businesses ranked outside it (Red Local SEO, 2025).
Is Local SEO Right for Your Business?
If you’re a tradesperson, consultant, therapist, retailer, or any other business where customers either come to you or you travel to them, local SEO is probably your highest priority.
The foundation of local SEO is your Google Business Profile – Google’s free business listing that controls how you appear on Google Maps and in the Local Pack.
Beyond that, local SEO includes:
- Consistent business information (name, address, phone number) across UK directories
- Customer reviews on Google and other relevant platforms
- Location-specific pages on your website for each area you serve
The types of local SEO work you need will depend on how competitive your area is and what your competitors are already doing.
In some areas, simply claiming and completing your Google Business Profile is enough to get into the Local Pack. In more competitive towns and cities, you may also need to build local citations and gather reviews consistently.
Getting the basics right can produce noticeable results relatively quickly.
Technical fixes and Google Business Profile updates can show an impact within a few weeks, though broader ranking improvements take longer.
Start here: Claim and fully complete your Google Business Profile if you haven’t already. It’s free and can make an immediate difference to your local visibility.
Local SEO for Beginners: How to Get Your Business Found in Local Searches
What About AI Search Optimisation?
AI search optimisation is an emerging type of SEO focused on getting your content cited by AI tools such as ChatGPT, Perplexity, and Google AI Overviews.
It’s sometimes called GEO (Generative Engine Optimisation) or AEO (Answer Engine Optimisation).
When someone asks an AI assistant a question, the tool pulls information from websites it considers authoritative and well-structured.
If your content is clear, factual, and organised in a way that AI tools can easily read and understand, you have a better chance of being referenced in those answers.
This is still a developing area, but it’s worth being aware of – particularly if your competitors are starting to appear in AI-generated answers and you’re not.
You can read more about AI search optimisation for small businesses on this site.
Which Type of SEO Should You Focus on First?
For most small businesses with limited time and budget, a sensible starting order looks like this:
- Technical SEO first– fix any issues that are stopping Google from reading your site properly
- On-page SEO second – it improves your content and page structure, and you can do much of it yourself
- Local SEO third (if relevant) – if you serve a specific area, this can deliver fast, measurable results
- Off-page SEO as an ongoing activity – build backlinks and directory listings steadily over time
You don’t need to do everything at once.
In fact, trying to tackle all four types of SEO services simultaneously usually leads to doing nothing particularly well. Starting with on-page and technical SEO gives you a solid foundation before you invest time in off-page activity.
If you’re not sure where your site stands right now, a technical SEO audit is a good place to begin.
You can also get in touch for a free 30-minute consultation.
We’ll look at your site, ask about your business goals, and give you an honest assessment of which types of SEO would make the most difference for you.
What’s the Next Step for Your Website?
Understanding the types of SEO is the first step to making good decisions about your website.
Each type plays a different role, and the right mix depends on what you do, who you serve, and where you are now.
You don’t have to work it all out alone. If you’d like a clearer picture of what your site actually needs, take a look at our SEO services for small businesses – or get in touch for a free consultation.
We’ll tell you straight what’s working and what isn’t, with no pressure to buy anything further.
Frequently Asked Questions
The four main types of SEO are on-page, technical, off-page, and local. On-page covers your content and page structure. Technical covers site speed, mobile-friendliness, and how search engines access your site. Off-page covers backlinks and your reputation across the web. Local SEO focuses on visibility when people search for services in a specific area.
Keywords in SEO are generally grouped into three types: informational (people looking to learn something), navigational (people searching for a specific website or brand), and transactional (people ready to buy or get in touch). There are also long-tail keywords – longer, more specific phrases – which tend to have lower competition and higher conversion rates for small businesses targeting niche audiences.
Related: Local Keyword Research: How to Find the Right Keywords for Your Area
On-page SEO covers everything you control directly on your website: content, headings, titles, meta descriptions, and internal links. Off-page SEO covers your reputation outside your site – primarily backlinks from other websites, business directory listings, and customer reviews. Both matter for rankings, but on-page is usually the starting point because it’s entirely within your control and doesn’t depend on other websites.
Yes, but the level of work involved depends on your site. Most small business websites built on platforms like WordPress already have a reasonable technical foundation. The key areas to check are site speed, mobile-friendliness, HTTPS, and whether Google can access all your important pages. Google Search Console is a free tool that flags the most common technical issues and is a good starting point for any business.
Learn more: What Is Technical SEO? A Guide for Business Owners
Local SEO focuses specifically on making your business visible when people search for services in a particular location. It centres on your Google Business Profile, local directory listings, and location-specific content on your website. Regular (or organic) SEO targets broader search terms without a geographic focus. If you serve customers in a specific area, local SEO should be your highest priority – it reaches people who are already looking for what you offer, in your area.
Learn more: Local SEO for Beginners: How to Get Your Business Found in Local Searches
SEO generally takes three to six months to produce meaningful results. Google’s own guidance, from former Developer Advocate Maile Ohye, suggests four months to a year after work begins (Search Engine Land). Some changes show results faster: Google Business Profile updates can have an impact within weeks, while off-page work and competitive keyword rankings take considerably longer. The timeline depends on how competitive your market is and the current state of your site.
Many on-page improvements – such as updating page titles, improving headings, and adding internal links – are within reach for most business owners without technical knowledge. Technical SEO and off-page work are harder to do well without experience. A good starting point is a professional SEO audit that tells you exactly what needs attention, then you can decide what to handle yourself and what to hand over to someone with the right skills.
AI search optimisation (also called GEO or AEO) focuses on making your content easy for AI tools like ChatGPT, Perplexity, and Google AI Overviews to understand and reference. It involves structuring content clearly, using factual and direct language, and adding schema markup to your pages. It’s a newer area of SEO, but it’s becoming more relevant as more people use AI assistants to find information and answer questions.
Learn more: How AI Search Engines Find and Recommend Websites
It depends on your business, but for most UK small businesses, local SEO delivers the fastest return. If you serve customers in a specific area, appearing in Google’s Local Pack can generate significant enquiries with relatively little investment. On-page SEO is the foundation everything else builds on, so it’s worth getting right first. A brief review of your most important pages is a practical starting point.
Read more: How to Get Your Business to Show Up in Google Maps
A technical SEO check-up checks how well your site performs in the areas that affect search rankings. This includes site speed, mobile-friendliness, HTTPS status, how search engines access and crawl your pages, broken links, duplicate content, and on-page elements such as titles, headings, and structured data. A good audit tells you not just what’s wrong, but how to prioritise fixes so you get the most impact from the time and money you invest.
Related: How to Read an SEO Audit Report: Understanding the Results