Search engine optimization is the process of improving the quantity and quality of traffic to your website from search engines.
However, this process can be divided into two broad categories: On-Site and Off-Site SEO.
On-site SEO refers to optimizing your website content to rank better in search engines. You can optimize the content of your website by properly implementing page titles, meta descriptions, header tags, URL structure, image alt tags, etc.
The best way to think about On-Site SEO is that the changes you make are visible to your readers and that you are in complete control of your On-Site SEO strategy.
Off-site SEO involves guest blogging, building backlinks and relationships with bloggers/influencers, increasing your social media presence, etc., to get higher rankings.
Of the two, search engines look at Off-Site SEO as a more effective means to gain higher rankings as it increases your website’s authority; however, the process can be a little more challenging.