18 Types of SEO: 40+ Techniques to Rank Higher (In Traditional & AI Search)

In this article, you'll learn:

• The 18 core types of SEO and when to use each one

• 40+ specific techniques with step-by-step implementation guidance

• How to extend each SEO practice to AI search engines like ChatGPT, Perplexity, and Claude

• Which metrics to track for both traditional search and generative AI visibility

• Actionable frameworks you can apply to your website today

1. On-Page SEO

On-page SEO covers everything you control directly on your website: content, HTML elements, and page structure. These optimizations signal to search engines what your page is about and why it deserves to rank.

The fundamentals haven't changed in years because they work. Keywords in the right places. Content that matches search intent. Clean technical implementation. But the bar for quality keeps rising.

On-Page SEO Techniques

Keyword Research

Every page needs a target keyword. Without one, you're hoping search engines figure out what your content is about.

How to do keyword research:

1. Start with a seed keyword related to your topic

2. Use a keyword research tool (Ahrefs, Semrush, or Google Keyword Planner) to expand your list

3. Filter by search volume, keyword difficulty, and relevance

4. Check the SERP to understand search intent

5. Select keywords where your content can realistically compete

Focus on long-tail keywords if you're building a new site or entering a competitive space. A keyword like "best CRM for small healthcare practices" is easier to rank for than "best CRM" and brings more qualified traffic.

Extend this to AI search:

AI engines don't use keywords the same way—they respond to natural language prompts. But prompt patterns emerge around topics your audience cares about.

Use Analyze AI's prompt suggestion feature to discover what questions people are asking AI engines in your niche. The tool suggests prompts based on your tracked competitors and industry, so you can identify content opportunities you'd miss with traditional keyword research alone.

"Best email marketing tools for increasing engagement in 2026?" and similar suggestions with Track/Reject buttons]

Track the prompts that matter to your business, then create content that answers them directly.

Keyword Optimization

Placing keywords strategically helps search engines understand your page's topic. But stuffing keywords into every sentence hurts readability and can trigger penalties.

Where to place your primary keyword:

• Title tag (H1)

• Meta title

• URL slug

• First 100 words of content

• At least one subheading (H2 or H3)

• Image alt text

• Meta description

Write for humans first. If a keyword placement sounds awkward, rephrase it. Google's NLP models understand synonyms and related terms, so natural language beats forced repetition.

Meta Titles and Descriptions

Meta titles and descriptions are your SERP advertisement. They don't directly impact rankings, but they determine whether someone clicks your result instead of a competitor's.

Best practices for meta titles:

• Keep under 60 characters

• Include your primary keyword near the beginning

• Make it specific and compelling

• Add your brand name at the end (if space permits)

Best practices for meta descriptions:

• Stay under 155 characters

• Summarize what the reader will learn or gain

• Include a call to action when relevant

• Don't duplicate descriptions across pages

Header Tags and Content Structure

Headers organize your content for readers and search engines. A clear hierarchy helps both understand your page's structure and find specific information quickly.

Use one H1 per page (your main title). Break content into logical sections with H2s. Use H3s for subsections within those H2s.

Structure example:

H1: How to Build a Content Marketing Strategy

  H2: Define Your Goals

    H3: Brand Awareness Goals

    H3: Lead Generation Goals

  H2: Know Your Audience

  H2: Create a Content Calendar

Front-load important information. Most readers skim, so don't bury your key points.

Content Quality and Relevance

Thin content doesn't rank. Search engines prioritize pages that thoroughly cover a topic and satisfy user intent.

What makes content high-quality:

• Answers the searcher's question completely

• Provides unique insights, data, or perspectives

• Uses original research or expert sources

• Stays current with recent updates

• Includes relevant visuals that add value

Update your content regularly. A post from 2023 with outdated statistics loses credibility and rankings. Set calendar reminders to review your top-performing pages quarterly.

Internal Linking

Internal links connect related pages on your site. They help search engines discover content, understand topic relationships, and distribute page authority.

Internal linking best practices:

• Link from high-authority pages to important pages you want to rank

• Use descriptive anchor text (not "click here")

• Link contextually within content, not just in footers or sidebars

• Create topic clusters with a pillar page linking to related subtopic pages

Audit your internal links quarterly. New content often lacks links from existing pages, limiting its visibility.

Page Load Speed

Slow pages frustrate users and hurt rankings. Google has used page speed as a ranking factor since 2010, and the Core Web Vitals update made it more important.

How to improve page speed:

1. Compress images (use WebP format)

2. Enable browser caching

3. Minify CSS, JavaScript, and HTML

4. Use a content delivery network (CDN)

5. Reduce server response time

6. Eliminate render-blocking resources

Test your pages with Google PageSpeed Insights or GTmetrix. Prioritize fixes that have the biggest impact on your Core Web Vitals scores.

Schema Markup

Schema markup is structured data that helps search engines understand your content's context. It can trigger rich snippets—enhanced search results that stand out in SERPs.

Common schema types:

• Article (for blog posts)

• Product (for e-commerce)

• FAQ (for question-and-answer content)

• HowTo (for tutorials)

• LocalBusiness (for local SEO)

• Review (for product or service reviews)

Implement schema using JSON-LD format. Test your markup with Google's Rich Results Test before publishing.

Mobile Responsiveness

More than half of all web traffic comes from mobile devices. Google uses mobile-first indexing, meaning it primarily uses your mobile site for ranking decisions.

Mobile optimization checklist:

• Responsive design that adapts to screen sizes

• Touch-friendly buttons and navigation

• Readable text without zooming

• No horizontal scrolling

• Fast load times on mobile networks

Test your pages with Google's Mobile-Friendly Test. Fix any issues it flags before they impact rankings.

2. Off-Page SEO

Off-page SEO covers everything that happens outside your website to build authority and reputation. While you can't control these factors directly, you can influence them through strategic outreach and content creation.

Search engines view backlinks, brand mentions, and social signals as votes of confidence. A site with many high-quality backlinks from authoritative sources appears more trustworthy than one with few or low-quality links.

Off-Page SEO Techniques

Link Building

Backlinks remain one of Google's top ranking factors. A link from a relevant, authoritative site signals that your content is worth referencing.

Quality over quantity:

One link from a respected industry publication beats 100 links from random directories. Focus your efforts on earning links from sites that:

• Have high domain authority

• Cover topics relevant to your niche

• Attract your target audience

• Have editorial standards for content

We'll cover specific link building techniques in section 3.

Content Marketing

Creating valuable content that others want to share and reference is the most sustainable off-page SEO strategy. When your content genuinely helps people, links and mentions follow naturally.

Content types that earn links:

• Original research and data studies

• Comprehensive guides and resources

• Free tools and templates

• Expert interviews and roundups

• Infographics and visual assets

Promote your content actively after publishing. Reach out to people who've linked to similar content, share on social media, and mention relevant influencers who might find it valuable.

Competitor Analysis

Understanding what's working for competitors reveals opportunities you might miss.

What to analyze:

• Their top-ranking pages and target keywords

• Backlink sources and link building strategies

• Content gaps you can fill

• Technical SEO advantages they have

• Social media presence and engagement

Use tools like Ahrefs, Semrush, or Moz to pull competitor data. Look for patterns in their success and identify weaknesses you can exploit.

Extend this to AI search:

Traditional SEO competitor analysis doesn't show you who's winning in AI search. Different engines cite different sources, and rankings fluctuate based on prompt wording.

Analyze AI's competitor tracking feature monitors which brands appear alongside yours in AI-generated responses. You can see:

• How often competitors get mentioned vs. your brand

• Which prompts favor competitors over you

• What sources AI engines cite when mentioning competitors

• Sentiment differences between how you and competitors are portrayed

This data reveals content and authority gaps specific to AI search—opportunities invisible in traditional SEO tools.

Online Forums and Communities

Participating in communities where your audience gathers builds visibility and can generate referral traffic. Forums like Reddit, Quora, and industry-specific communities let you demonstrate expertise while including relevant links.

Forum participation best practices:

• Provide genuinely helpful answers

• Only include links when they add value

• Build reputation before promoting content

• Follow community rules strictly

• Focus on communities your audience actually uses

Spammy link dropping gets you banned and hurts your reputation. Invest in being helpful first.

Brand Mentions

Mentions of your brand—even without links—contribute to your online reputation. Search engines track brand mentions as a signal of authority and relevance.

How to increase brand mentions:

• Contribute to industry publications

• Appear on podcasts

• Speak at conferences and webinars

• Engage with journalists using HARO

• Create shareable content worth discussing

Set up Google Alerts for your brand name to track mentions. When you find unlinked mentions, reach out to request a link.

Extend this to AI search:

AI engines mention brands based on what they've learned from training data and web sources. Tracking these mentions manually is impossible—AI responses vary by prompt, engine, and even time of day.

Analyze AI tracks brand mentions across ChatGPT, Perplexity, Claude, Gemini, and Copilot automatically. You can see exactly how often your brand appears, in what context, and with what sentiment.

More importantly, you can identify prompts where competitors get mentioned but you don't—then create content to close that gap.

Social Media Marketing

Social media doesn't directly impact Google rankings, but it amplifies content reach, builds brand awareness, and can drive referral traffic that leads to natural links.

Social media for SEO:

• Share new content to expand its reach

• Engage with influencers who might link to your content

• Build relationships with journalists and bloggers

• Monitor brand mentions and respond promptly

• Drive traffic that improves engagement signals

Focus on platforms where your audience is active rather than trying to be everywhere.

Reviews and Testimonials

Online reviews impact both SEO and consumer trust. For local businesses especially, review quantity and quality directly influence search rankings.

How to get more reviews:

• Ask satisfied customers directly

• Make leaving reviews easy (provide direct links)

• Respond to all reviews, positive and negative

• Never incentivize reviews with discounts or gifts

• Display reviews prominently on your site

Monitor review platforms relevant to your business: Google Business Profile, Yelp, Trustpilot, G2, Capterra, and industry-specific sites.

3. Link Building

Link building deserves its own section because it's both crucial and complex. Earning quality backlinks requires strategy, outreach skills, and patience.

The goal isn't just more links—it's links from relevant, authoritative sources that send qualified referral traffic and signal trust to search engines.

Link Building Techniques

Guest Blogging

Writing for other publications exposes your expertise to new audiences and typically includes a link back to your site.

How to guest blog effectively:

1. Identify publications your target audience reads

2. Study their content to understand what they publish

3. Pitch topics that fill gaps in their existing coverage

4. Write content that matches their quality standards

5. Include a relevant, contextual link to your site

Don't pitch the same generic topic to everyone. Personalize each pitch based on what that specific publication needs.

Converting Unlinked Brand Mentions

When someone mentions your brand without linking to your site, you have an easy outreach opportunity. They already think you're worth mentioning—asking for a link is a small request.

How to find unlinked mentions:

1. Set up Google Alerts for your brand name and variations

2. Use Ahrefs or Semrush's brand monitoring features

3. Search Google for your brand name minus your domain

4. Monitor social media for mentions

Reach out with a brief, friendly email explaining where a link would help their readers. Keep it simple and make adding the link easy.

Broken Link Building

Finding broken links on relevant websites and offering your content as a replacement provides value to site owners while earning you a link.

How to do broken link building:

1. Find resource pages in your niche

2. Check for broken outbound links using a tool like Check My Links

3. Create or identify content that could replace the broken resource

4. Reach out to the site owner with a helpful suggestion

Frame your outreach as helping them fix a problem, not as asking for a favor.

Skyscraper Technique

The skyscraper technique involves finding popular content with many backlinks, creating something substantially better, and reaching out to sites linking to the original.

How to execute skyscraper:

1. Find content in your niche with significant backlinks

2. Analyze what makes it link-worthy

3. Create a more comprehensive, updated, or better-designed version

4. Identify sites linking to the original

5. Reach out explaining why your content is a better resource

This only works if your content is genuinely better. Marginal improvements won't convince people to update their links.

Resource Page Link Building

Many websites maintain resource pages—curated lists of helpful links on specific topics. Getting included on relevant resource pages can drive both referral traffic and SEO value.

How to get on resource pages:

1. Search for "[your topic] + resources" or "[your topic] + useful links"

2. Evaluate the pages for relevance and quality

3. Check that they're actively maintained

4. Create content worthy of inclusion

5. Reach out with a brief pitch for why your resource belongs

Infographics and Visual Assets

Original visual content that others want to embed on their sites can generate links passively over time.

Creating linkable infographics:

• Choose topics with broad interest in your niche

• Include original data or unique insights

• Make the design professional and shareable

• Create an embed code that includes attribution

• Promote actively after publishing

Reach out to bloggers who've covered related topics and offer your infographic as a resource they can use.

HARO (Help a Reporter Out)

HARO connects journalists with sources for their stories. Responding to relevant queries can earn you mentions and links from major publications.

How to use HARO effectively:

1. Sign up for daily emails in relevant categories

2. Respond quickly to relevant queries (timing matters)

3. Provide concise, expert-level answers

4. Include credentials that establish your expertise

5. Follow up if selected for additional questions

Not every response gets used, but consistent participation builds relationships with journalists and accumulates coverage over time.

4. Local SEO

Local SEO helps businesses appear in location-based searches. If customers need to find you physically or you serve specific geographic areas, local SEO determines whether they find you or a competitor.

The local pack—the map and three business listings that appear for local searches—captures significant click-through traffic. Ranking there requires different tactics than traditional organic results.

Local SEO Techniques

Google Business Profile Optimization

Your Google Business Profile (formerly Google My Business) is the foundation of local SEO. A complete, optimized profile dramatically increases your visibility in local searches and Google Maps.

Google Business Profile optimization checklist:

• Claim and verify your business

• Choose accurate primary and secondary categories

• Write a compelling business description with keywords

• Add complete NAP (Name, Address, Phone) information

• Upload high-quality photos of your business

• Set accurate business hours

• Enable messaging and booking features

• Add products and services with descriptions

Keep your profile updated. Add new photos regularly, post updates about promotions or events, and respond to all reviews.

Localized Content

Creating content that targets local keywords helps you rank for location-specific searches.

Types of localized content:

• City or neighborhood service pages

• Local news and event coverage

• Customer case studies from your area

• Local resource guides and directories

• Location-specific FAQs

Don't create thin doorway pages for every city. Each local page needs unique, valuable content relevant to that specific location.

Online Reputation Management

Reviews directly impact local rankings. Google considers review quantity, quality, recency, and your responses when determining local pack placement.

Review management best practices:

• Ask every satisfied customer for a review

• Make the review process frictionless

• Respond to all reviews within 24-48 hours

• Address negative reviews professionally

• Never buy fake reviews or incentivize inappropriately

A steady stream of recent reviews signals an active, healthy business.

Local Citations

Citations are mentions of your business name, address, and phone number on other websites. Consistent citations across directories help search engines verify your business information.

Where to build citations:

• General directories (Yelp, Yellow Pages, BBB)

• Industry-specific directories

• Local business associations

• Chamber of commerce listings

• Social media profiles

Critical: Keep NAP consistent

Every citation must show your business name, address, and phone number identically. Inconsistencies confuse search engines and hurt rankings. Audit your citations quarterly and fix any discrepancies.

Local Link Building

Links from local sources carry extra weight for local SEO. They signal relevance to your geographic area and often drive qualified referral traffic.

Local link building opportunities:

• Sponsor local events or charities

• Partner with complementary local businesses

• Join local business organizations

• Get featured in local news outlets

• Host events that attract local coverage

5. Technical SEO

Technical SEO ensures search engines can crawl, index, and understand your website. Even great content won't rank if technical issues prevent search engines from accessing it properly.

Think of technical SEO as the foundation your other efforts build on. Without it, on-page optimization and link building can't reach their full potential.

Technical SEO Techniques

Site Audits

Regular technical audits catch issues before they tank your rankings. Run comprehensive audits quarterly and quick checks monthly.

What to audit:

• Crawl errors and blocked pages

• Duplicate content issues

• Broken links (internal and external)

• Missing or duplicate meta tags

• Page speed problems

• Mobile usability issues

• Security vulnerabilities

• Schema markup errors

Prioritize fixes by impact. A crawl error blocking your homepage matters more than a missing alt tag on an old blog post.

XML Sitemaps

XML sitemaps tell search engines which pages to crawl and how often they change. While not required, sitemaps help ensure all your important pages get indexed.

XML sitemap best practices:

• Include all indexable pages

• Exclude pages with noindex tags

• Update automatically when content changes

• Keep under 50,000 URLs per sitemap

• Submit to Google Search Console and Bing Webmaster Tools

Monitor your sitemap in Search Console. If indexed pages drop significantly, investigate immediately.

Robots.txt Optimization

The robots.txt file tells search engine crawlers which parts of your site to crawl or ignore. Misconfigured robots.txt can accidentally block important pages.

Robots.txt best practices:

• Allow crawling of all important content

• Block admin areas, internal search results, and duplicate pages

• Don't block CSS and JavaScript files

• Include sitemap location

• Test changes before deploying

Use Google Search Console's robots.txt tester to verify your configuration.

Fixing Broken Links and Errors

Broken links frustrate users and waste crawl budget. 404 errors on important pages can hurt rankings and user experience.

How to find and fix broken links:

1. Run a site audit to identify 404 errors

2. Check Google Search Console for crawl errors

3. Prioritize pages with traffic or backlinks

4. Either fix the link, redirect to relevant content, or restore the page

5. Monitor regularly for new issues

Set up 301 redirects for deleted pages that had backlinks or traffic. Don't leave them as 404s.

Canonical Tags

Canonical tags tell search engines which version of a page to index when duplicate or similar content exists. This prevents duplicate content issues from diluting your rankings.

When to use canonical tags:

• Multiple URLs showing same content (with/without www, trailing slashes, etc.)

• Print-friendly versions of pages

• Product pages accessible through multiple category paths

• Syndicated content appearing on multiple sites

• Pagination pages pointing to the main page

Self-referencing canonical tags (pointing to the page itself) are a best practice even when duplicates don't exist.

Website Architecture

How you organize your site affects both user experience and crawlability. A logical structure helps users find content and helps search engines understand topic relationships.

Site architecture best practices:

• Keep important pages within 3 clicks of the homepage

• Use descriptive, keyword-rich URLs

• Create logical category hierarchies

• Implement breadcrumb navigation

• Use internal links to connect related content

Flat architectures (fewer levels of hierarchy) generally perform better for SEO than deep structures.

Website Speed Optimization

We covered page speed in on-page SEO, but site-wide speed optimization requires technical changes beyond individual pages.

Technical speed optimizations:

• Upgrade to faster hosting

• Implement server-side caching

• Use a content delivery network (CDN)

• Enable GZIP compression

• Optimize database queries

• Reduce HTTP requests

• Implement lazy loading for images

Test from multiple locations and devices. Your experience on a fast connection near your server doesn't reflect what users worldwide experience.

SSL Implementation

SSL (Secure Sockets Layer) encrypts data between browsers and your server. HTTPS is a confirmed ranking factor, and browsers now warn users about non-secure sites.

SSL implementation checklist:

• Obtain and install SSL certificate

• Redirect all HTTP traffic to HTTPS

• Update internal links to HTTPS

• Update canonical tags and sitemaps

• Fix mixed content warnings

• Update external links where possible

Most hosts offer free SSL through Let's Encrypt. There's no good reason to run a site without HTTPS in 2026.

Core Web Vitals

Core Web Vitals measure real user experience: loading performance, interactivity, and visual stability. Google uses these metrics as ranking factors.

The three Core Web Vitals:

• Largest Contentful Paint (LCP): Time for the largest visible element to load. Target: under 2.5 seconds.

• First Input Delay (FID) / Interaction to Next Paint (INP): Time between user interaction and response. Target: under 100ms.

• Cumulative Layout Shift (CLS): Visual stability during loading. Target: under 0.1.

Use Google Search Console's Core Web Vitals report to identify pages needing improvement. PageSpeed Insights provides specific recommendations for each metric.

6. Programmatic SEO

Programmatic SEO creates large numbers of pages automatically using templates and data. It's how sites like Zapier, Yelp, and TripAdvisor generate thousands of pages targeting long-tail keywords.

This approach works when you have data that can populate useful pages at scale—locations, products, comparisons, or integrations.

When to Use Programmatic SEO

Programmatic SEO makes sense when:

• You have structured data that can generate unique pages

• There's search demand for variations of a template

• Each generated page provides genuine value

• Manual content creation at that scale is impractical

Examples of programmatic SEO:

• "[Tool A] vs [Tool B]" comparison pages

• "[Service] in [City]" location pages

• "[Integration A] + [Integration B]" connector pages

• "[Product] alternatives" pages

Warning: Low-quality programmatic pages get penalized. Each page needs enough unique, valuable content to justify its existence. Don't create thousands of thin pages just because you can.

7. Ecommerce SEO

Ecommerce SEO optimizes online stores to rank for product and category searches. The technical challenges and content requirements differ from content sites.

Product pages need to rank for commercial keywords while convincing visitors to buy. Category pages need to compete for broader terms while helping users find specific products.

Ecommerce SEO Techniques

Product Page Optimization

Every product page is a landing page. Optimize each one to rank and convert.

Product page SEO checklist:

• Unique, keyword-rich title tags

• Compelling meta descriptions with key features

• Detailed product descriptions (not manufacturer copy)

• High-quality images with descriptive alt text

• Customer reviews and ratings

• Schema markup for products

• Clear pricing and availability

• Internal links to related products

Avoid duplicate content across similar products. Each page needs unique descriptions even if products are variations.

Category Page Optimization

Category pages often target higher-volume keywords and serve as hubs for product pages.

Category page optimization:

• Unique content describing the category

• Logical product organization

• Filtering and sorting options

• Internal links to subcategories and top products

• Breadcrumb navigation

• Pagination handled correctly (rel="next/prev" or load more)

Technical Ecommerce Challenges

Ecommerce sites face unique technical SEO challenges:

• Faceted navigation: Filters creating duplicate URLs

• Out-of-stock products: Handling pages that come and go

• Product variations: Managing color/size variants without duplication

• Pagination: Indexing long category pages properly

• Site speed: Heavy product images slowing load times

Address these issues in your technical SEO audits before they compound.

8. Enterprise SEO

Enterprise SEO applies search optimization to large organizations with complex websites, multiple stakeholders, and significant resources. The techniques are the same, but the scale and coordination challenges differ.

Enterprise SEO Challenges

Common enterprise challenges:

• Thousands or millions of pages to optimize

• Multiple teams and departments with competing priorities

• Legacy technical infrastructure

• Slow approval and implementation processes

• Brand guidelines limiting creative optimization

• International and multi-language requirements

Enterprise SEO solutions:

• Automated monitoring and alerting for issues at scale

• Prioritization frameworks based on traffic and revenue impact

• Cross-functional SEO governance processes

• Templates and guidelines for consistent implementation

• Regular training for content creators and developers

• Executive dashboards showing SEO contribution to business goals

9. Image SEO

Images can rank in Google Image Search and contribute to regular web rankings. Optimizing images improves page performance and captures additional search traffic.

Image SEO Techniques

Image optimization checklist:

• Descriptive file names (not IMG_12345.jpg)

• Keyword-rich alt text describing the image

• Appropriate file format (WebP for web, PNG for graphics)

• Compressed file size without visible quality loss

• Responsive images for different screen sizes

• Lazy loading for images below the fold

• Image sitemaps for large image collections

• Structured data when relevant (product images, recipes)

Alt text serves two purposes: accessibility for visually impaired users and context for search engines. Write alt text for humans first, then ensure it includes relevant keywords naturally.

10. International SEO

International SEO optimizes websites to rank in multiple countries and languages. It requires technical implementation, localized content, and understanding of local search behaviors.

International SEO Techniques

Technical Implementation

Hreflang tags: Tell search engines which language and regional version to show different users.

<link rel="alternate" hreflang="en-us" href="https://example.com/us/" />

<link rel="alternate" hreflang="en-gb" href="https://example.com/uk/" />

<link rel="alternate" hreflang="es" href="https://example.com/es/" />

URL structure options:

• Country-code domains (example.de, example.fr)

• Subdomains (de.example.com)

• Subdirectories (example.com/de/)

Subdirectories are usually easiest to manage and consolidate domain authority. Country-code domains send the strongest geo-targeting signal but split your authority.

Content Localization

Translation alone isn't localization. Effective international content adapts to local:

• Search behavior and keywords

• Cultural references and examples

• Currency and measurement units

• Legal and regulatory requirements

• Seasonal timing and holidays

Conduct keyword research in each target language. Direct translations often miss how locals actually search.

11. Video SEO

Video SEO optimizes video content to rank in search engines and video platforms like YouTube. With video appearing increasingly in search results, this channel deserves dedicated attention.

Video SEO Techniques

YouTube optimization:

• Keyword-rich titles (front-load important terms)

• Detailed descriptions with keywords and timestamps

• Relevant tags

• Custom thumbnails that encourage clicks

• Transcripts and closed captions

• Cards and end screens promoting related content

• Consistent publishing schedule

Website video optimization:

• Video schema markup

• Dedicated pages for important videos

• Supporting text content around embedded videos

• Fast-loading video players

• Video sitemaps

Videos on your own site should use schema markup to appear in Google's video results and potentially earn video rich snippets.

12. Public Relations SEO

PR SEO combines traditional public relations with search optimization. Press coverage, expert quotes, and media mentions can generate authoritative backlinks and build brand awareness.

PR SEO Techniques

Creating newsworthy content:

• Original research and data studies

• Industry surveys and reports

• Expert commentary on trending topics

• Company announcements with broader relevance

• Thought leadership on industry issues

PR outreach for SEO:

• Build relationships with relevant journalists

• Respond to journalist queries (HARO, Qwoted, Help a B2B Writer)

• Create press releases optimized for search

• Pitch story angles, not just company news

• Follow up on coverage to request links when missing

The goal is earned media that happens to include links, not link building disguised as PR.

13. Negative SEO

Negative SEO refers to unethical tactics used to harm competitors' rankings. Understanding these attacks helps you recognize and defend against them.

Types of Negative SEO Attacks

• Spammy link building: Creating thousands of low-quality links to a competitor's site hoping to trigger a penalty

• Fake reviews: Posting negative reviews to damage reputation

• Content scraping: Copying content to create duplicate content issues

• Hacking: Injecting spam or malicious code into a competitor's site

• Fake removal requests: Filing false DMCA or link removal requests

Defending Against Negative SEO

• Monitor your backlink profile for sudden spikes of low-quality links

• Set up Google Alerts for your brand to catch fake reviews

• Use Copyscape to monitor for content scraping

• Implement strong security practices

• Regularly audit your site for injected content or changes

• Disavow suspicious links proactively

Most sites are too small to be targeted. But if you operate in a competitive niche, monitoring for these attacks should be part of your routine.

14. Parasite SEO

Parasite SEO publishes content on high-authority platforms like LinkedIn, Medium, or Reddit to rank quickly for competitive keywords. The borrowed authority of these domains can outrank new or low-authority sites.

Parasite SEO Considerations

Potential benefits:

• Faster rankings for competitive terms

• Access to platform's existing audience

• Lower content creation barrier

Significant risks:

• No control over the platform (policy changes can eliminate visibility overnight)

• Limited monetization options

• Brand building benefits go to the platform, not you

• Google has begun targeting and devaluing parasite content

Our recommendation: Use platforms to build audience and awareness, but invest primarily in content on your own domain. Parasite SEO is a short-term tactic with long-term risks.

15. Tangential SEO

Tangential SEO creates content adjacent to your core business to attract broader audiences and build topical authority. It targets people who aren't actively searching for your product but share interests with your customers.

Tangential SEO Examples

A project management software company might create content about:

• Remote work best practices

• Team communication strategies

• Productivity techniques

• Career development for managers

These topics attract potential customers earlier in their journey and build brand awareness before they're ready to buy.

Benefits of tangential content:

• Attracts links from broader range of sources

• Builds topical authority in related areas

• Reaches potential customers before they have buying intent

• Differentiates your brand from competitors focused only on product content

16. White-Hat SEO

White-hat SEO refers to optimization tactics that follow search engine guidelines. Everything in this guide that we recommend falls under white-hat SEO.

White-Hat SEO Principles

• Create content primarily for users, not search engines

• Build links through genuine value and relationships

• Follow Google's webmaster guidelines

• Prioritize long-term sustainable results over quick wins

• Avoid manipulative tactics even if they work temporarily

White-hat SEO takes longer to show results but builds lasting assets. Shortcuts that violate guidelines risk penalties that can take months or years to recover from.

17. Black-Hat SEO

Black-hat SEO uses tactics that violate search engine guidelines to manipulate rankings. These techniques can work short-term but carry significant risks.

Black-Hat Tactics to Avoid

• Keyword stuffing: Unnaturally repeating keywords

• Hidden text: Making text invisible to users but visible to crawlers

• Cloaking: Showing different content to users and search engines

• Link schemes: Buying links, excessive link exchanges, PBNs

• Article spinning: Using software to create "unique" content from existing articles

• Doorway pages: Creating pages solely to rank for specific keywords then redirect users

Consequences of black-hat SEO:

• Manual actions from Google requiring formal reconsideration

• Algorithmic penalties that suppress rankings

• Complete removal from search index

• Reputation damage that affects future efforts

18. Gray-Hat SEO

Gray-hat SEO occupies the space between clearly acceptable and clearly prohibited tactics. These techniques might work today but could violate guidelines tomorrow—or might already violate the spirit if not the letter of the rules.

Gray-Hat Examples

• Aggressive guest posting primarily for links

• Buying expired domains for their authority

• Exchanging links through informal arrangements

• Creating content optimized for algorithms over user needs

• Press release distribution services with embedded links

Our stance: If you have to ask whether something is allowed, assume it isn't. The time and resources you invest in gray-hat tactics would be better spent on sustainable white-hat approaches.

How AI Search Changes the SEO Equation

Everything we've covered so far applies to traditional search engines. But AI-powered search is growing rapidly, and the brands winning visibility in 2026 are treating it as a complementary channel.

ChatGPT, Perplexity, Claude, Google's AI Overviews, and Microsoft Copilot now answer millions of queries daily. When these AI engines cite sources or recommend brands, they drive real traffic and influence purchasing decisions.

The good news: most SEO fundamentals still apply. Quality content, authoritative backlinks, and strong brand signals help you appear in AI responses just as they help with Google rankings.

The challenge: AI engines work differently enough that you need additional monitoring and optimization strategies.

Key Differences Between AI Search and Traditional SEO

Citation behavior varies by engine:

Our research analyzing 83,670 AI citations found dramatic differences in how engines cite sources. ChatGPT uses Wikipedia for 12.1% of citations. Claude uses it for 0.1%. Perplexity doesn't cite Wikipedia at all.

This means optimizing for one AI engine doesn't guarantee visibility in others. You need to track each engine separately.

Third-party sources dominate:

About 83% of AI citations come from third-party sources like review sites, news articles, and industry blogs. Only 17% come directly from brand websites. Earning mentions on authoritative external sources matters even more for AI visibility than for traditional SEO.

Content type preferences differ:

Claude heavily favors blog content (43.8% of citations). ChatGPT and Perplexity prefer product pages and documentation (60.1% and 54.3% respectively). Your content strategy should account for these preferences depending on which engines your audience uses.

Sentiment varies by engine:

The same brand can be portrayed 79 points apart (on a 100-point sentiment scale) depending on which AI engine you ask. This happens because each engine draws from different sources and weights them differently.

How to Extend Your SEO Strategy to AI Search

Track Your AI Visibility

You can't improve what you don't measure. Traditional rank tracking tools don't show AI search visibility, and manual checking is impractical at scale.

Analyze AI tracks your brand across ChatGPT, Perplexity, Claude, Gemini, and Copilot automatically. You see:

• Which prompts mention your brand

• Your position relative to competitors

• Sentiment trends over time

• Which sources AI engines cite when mentioning you

Start by tracking prompts relevant to your business. Then expand to monitor competitors and identify opportunities.

Identify Content Gaps

Traditional SEO gap analysis compares your keyword rankings to competitors. AI search gap analysis compares prompt visibility.

Analyze AI's opportunities feature shows prompts where competitors appear but you don't. These represent content you should create or optimize.

For each opportunity, you can see:

• What competitors are mentioned

• What sources AI engines cite

• What content you need to create or improve

Understand Which Sources AI Engines Trust

AI engines cite specific sources when they mention brands. Knowing which sources influence your mentions helps you prioritize where to earn coverage.

If AI engines consistently cite a particular review site when discussing your category, earning a positive review there becomes a priority. If they cite your competitor's blog posts, you need comparable content on your own site.

Track AI Referral Traffic

Visibility is only valuable if it drives results. Connect your analytics to see how much traffic AI engines actually send to your site.

Analyze AI integrates with Google Analytics 4 to show:

• Total AI referral sessions

• Which AI engines send the most traffic

• Which pages receive AI traffic

• Conversion rates from AI visitors

This data helps you prioritize efforts. If ChatGPT drives 10x more traffic than Claude for your site, optimize for ChatGPT first.

Monitor by Engine

Different AI engines behave differently. Track performance separately to understand where to focus.

Some brands see most AI traffic from ChatGPT. Others see more from Perplexity. Your distribution depends on your audience's preferences and your content's characteristics.

Optimize for AI-Friendly Content

Based on our analysis of what AI engines cite, certain content characteristics increase your chances of being referenced:

Be comprehensive: AI engines synthesize information from multiple sources. Thorough coverage of topics makes you more likely to be cited.

Use clear structure: Headers, lists, and organized content help AI engines extract relevant information.

Include specific data: Statistics, examples, and concrete details give AI engines something specific to cite.

Update regularly: AI engines favor recent content for time-sensitive topics.

Build entity associations: Consistently associate your brand with relevant topics across your content and external coverage.

Create FAQ content: AI engines often respond to questions by citing content that directly answers those questions.

Bringing It All Together

SEO isn't a single tactic—it's a collection of specialized approaches working toward a common goal. The brands winning search visibility master multiple types of SEO and coordinate them into a cohesive strategy.

Start with the fundamentals:

1. On-page SEO ensures each page is optimized for its target keywords and user intent

2. Technical SEO removes barriers that prevent search engines from accessing your content

3. Off-page SEO builds the authority and reputation that help you outrank competitors

4. Content quality underlies everything—no tactic compensates for content that doesn't help users

Then extend to specialized approaches based on your business:

• Local SEO if you serve geographic areas

• Ecommerce SEO if you sell products online

• International SEO if you target multiple countries

• Video SEO if video content fits your strategy

Finally, treat AI search as the complementary channel it's becoming. The same fundamentals that drive Google rankings increasingly influence AI engine responses. Track your visibility, identify gaps, and optimize for how these new engines discover and cite content.

The brands that win in 2026 and beyond aren't choosing between traditional SEO and AI search optimization. They're doing both, using each to reinforce the other.

Start Tracking Your AI Search Visibility

Traditional SEO tools show you Google rankings. But who's monitoring what ChatGPT, Perplexity, and Claude say about your brand?

Analyze AI tracks your brand visibility across AI search engines, shows you where competitors win, and connects AI mentions to actual traffic and conversions.

See where you appear, understand what influences your visibility, and get actionable recommendations to improve. Because the best time to establish your AI search presence was yesterday—the second best time is today.

Start tracking your AI search visibility →