What is this heel pain and what can i do to alleviate the pain?

First...: Find out why your heel hurts. Don't assume it's plantar fasciitis or spurs until you get diagnosed by a podiatrist or orthopedist. Only after an accurate diagnosis can an effective treatment be started.

Depends on the cause: Heel pain is most often caused by plantar fasciitis, a condition that is sometimes also called heel spur syndrome when a spur is present. Heel pain may also be due to other causes, such as infection, tendonitis, arthritis, stress fracture, nerve irritation, retained foreign body, bone tumor, or a cyst. Have it evaluated by a professional and get the appropriate treatment.