Four Types of SEO Off-page SEO is the process of building links from other websites back to your website. The idea is that if other websites are linking to your website, it must be valuable and worth visiting. This helps improve your website’s authority and credibility with search engines. Local SEO is the process of optimising a website to rank higher in search results for local searches. This includes optimising the website for specific location-based keywords, as well as making sure the site is listed in local directories and business listings.