SEO factors work in combination
No single SEO factor will guarantee search engine rankings. Having a great HTML title won’t help if a page has low-quality content. Having many links won’t help if they are all low in quality. Having several positive factors can increase the odds of success, while the presence of negative factors can worsen those odds.
On-the-page success factors
On-the-page search ranking factors are those that are almost entirely within the publisher’s own control. What type of content do you publish? Are you providing important HTML clues that help search engines (and users) determine relevancy? How does your site architecture help or hinder search engines?
Off-the-page success factors
Off-the-page ranking factors are those that publishers do not directly control. Search engines use these because they learned early on that relying on publisher-controlled signals alone didn’t always yield the best results. For instance, some publishers may try to make themselves seem more relevant than they are in reality.
With billions of web pages to sort through, looking only at “on-the-page” clues isn’t enough. More signals are needed to return the best pages for any particular search.
SEO violations & ranking penalties
Make no mistake — search engines want people to perform SEO because it can help improve their search results. Search engines provide help in the form of guidelines, blog posts and videos to encourage specific SEO techniques.
However, there are some techniques that search engines deem “spam” or “black hat,” which could result in your pages receiving a ranking penalty, or worse, being banned from the search engines entirely.
Violations are generally tactics meant to deceive or manipulate a search engine’s understanding of a site’s true relevancy and authority.