Types of SEO: What They Are and Why They Matter
Search Engine Optimization (SEO) is the process of improving a website’s visibility on search engines like Google. It’s the art and science of getting your content discovered, ranked, and clicked on by the right audience. But SEO isn’t one-size-fits-all—different tactics serve different goals. To build a strong SEO strategy, you need to understand how different types of SEO work individually and together.
In this guide, we’ll break down the various types of SEO to help you understand when and how to apply each, especially in nuanced and regulated industries like cannabis marketing, where compliance and precision are key. This guide on SEO keywords is a helpful next step for cannabis businesses.
What Are the Types of SEO?
SEO is a layered strategy, and each element plays a unique role in increasing your site’s visibility, usability, and trust. Here’s a breakdown of the most common types of SEO:
- On-page SEO
- Off-page SEO
- Technical SEO
- Local SEO
- Content SEO
- Mobile SEO
- E-commerce SEO
Each of these SEO categories contributes to your site’s performance in different ways—and mastering them together leads to sustainable, scalable growth. Think of them as parts of a machine: when one lags behind, the whole system suffers.
On-Page SEO
On-page SEO, or onsite architecture refers to the optimizations you make directly on your website. These improvements help search engines understand your content and match it with relevant search queries. Key elements include:
- Keyword-optimized content: Naturally using keywords your audience is searching for.
- Title tags and meta descriptions: These are the first things people see in search results.
- Image alt text and header hierarchy: Crucial for accessibility and structure.
- Internal linking: Helps both users and search engines navigate your site.
Tools like Yoast, Screaming Frog, and SurferSEO can help streamline your on-page efforts. If you’re working in cannabis, make sure to follow on-page strategies that account for compliance and audience restrictions. Learn more about cannabis SEO strategies that work in regulated markets.
Off-Page SEO
Off-page SEO is about building credibility and authority for your site through activities that happen away from it. The main focus here is on external signals that show search engines your content is trustworthy and valuable.
- High-quality backlinks from relevant, authoritative websites
- Brand mentions across platforms
- Social media shares and engagement
The strength of your off-page SEO depends on how others perceive your brand. A robust backlink profile, especially in restricted spaces like cannabis, is often the competitive edge. For regulated niches, consider targeted outreach campaigns and educational thought leadership to earn mentions naturally.
Technical SEO
Technical SEO involves backend website optimizations that help search engines crawl and index your site more efficiently. This often includes:
- Fast loading times: Google prioritizes performance.
- Mobile optimization: More than 60% of searches happen on mobile devices.
- XML sitemaps: Help search engines discover and structure your content.
- Core Web Vitals: Metrics that measure load speed, interactivity, and layout shift.
Technical SEO acts as the foundation for all your other SEO efforts. A slow, poorly structured site can degrade even the best content or backlink strategy.
Content SEO
Content SEO focuses on aligning your content strategy with what your audience is actively searching for. This is where storytelling meets search intent.
- Topical authority: Cover a topic comprehensively to signal expertise.
- Semantic optimization: Use related terms and entities to enrich context.
- Structured content: Organize content to win SERP features like FAQs, how-to snippets, and videos.
In regulated industries like cannabis, content must also adhere to strict legal standards. This makes Content SEO even more critical—it helps brands build trust while avoiding claims that could trigger penalties. Using frameworks like EEAT (Experience, Expertise, Authoritativeness, and Trust) helps ensure your content both ranks and converts.
Local SEO
Local SEO is essential for brick-and-mortar businesses or any brand targeting a specific geography. It’s especially useful for dispensaries, service providers, and clinics.
- Google Business Profile (GBP) optimization
- Local citations and directory listings
- NAP consistency (Name, Address, Phone Number)
- Localized content and geo-specific landing pages
For cannabis retailers, local SEO can help ensure visibility in markets where digital advertising is restricted. Claiming and optimizing your local profiles is one of the quickest wins in the SEO playbook.
Mobile SEO
Mobile SEO ensures your website performs well on smartphones and tablets. Google’s mobile-first indexing means it uses the mobile version of your site for ranking.
- Responsive design
- Tap-friendly buttons and readable fonts
- Mobile page speed
- Avoiding intrusive interstitials
Mobile optimization isn’t just about compliance—it dramatically improves user experience and engagement, which in turn benefits your rankings.
E-commerce SEO
E-commerce SEO focuses on driving traffic to product and category pages. This type of SEO helps improve visibility for high-intent, purchase-ready queries.
- Optimized product descriptions and metadata
- Schema markup for products, ratings, and availability
- Breadcrumb navigation and clean site architecture
- User reviews and UGC to build trust
If you run an online dispensary or supplement store, e-commerce SEO is your direct link to increased visibility and revenue.
On-Page vs Off-Page SEO: Which Matters More?
The truth is, on-page vs off-page SEO isn’t an either-or conversation. They work together to elevate your rankings.
- New websites should focus on building a strong on-page and technical foundation.
- Established or competitive niches (like cannabis, finance, or crypto) often require an aggressive off-page strategy to break through.
Balance is key. Use regular audits to understand which areas are underperforming and optimize accordingly.
Different Types of Backlinks in SEO
Backlinks are links from other websites that point to your own. They’re one of the most important ranking signals—but not all backlinks are equal. Here are the most common different types of backlinks in SEO:
- Editorial/Natural Links: Earned from high-quality content.
- Guest Post Backlinks: Created when you contribute articles to third-party sites.
- Niche Edits: Contextual links added into existing published content.
- Directory and Citation Links: Helpful for local SEO, especially for physical storefronts.
- Forum and Comment Links: Less powerful, but useful for exposure.
- Sponsored Links: Paid placements—must be disclosed and labeled accordingly.
You should also understand:
- Do-follow vs No-follow: Only do-follow links pass authority.
- Anchor Text Diversity: Use varied, natural language in your link text.
- Toxic Links: Avoid shady tactics—link farms, PBNs, and spam will hurt you.
Build Your SEO Strategy with a Holistic Mindset
From on-page vs off-page SEO to technical improvements and different types of backlinks in SEO, each type of SEO plays a unique but connected role. The most effective SEO strategies are holistic—covering every layer of the funnel and every stage of the buyer’s journey.
Use this guide as a roadmap to audit your current strategy. Are you underperforming in local visibility? Is your mobile experience costing you traffic? Are you building enough link authority to compete?
Fix the gaps, double down on your strengths, and you’ll be on your way to better rankings, more qualified traffic, and sustainable digital growth.
