Your search engine optimization strategy can be divided into two different categories: on-page SEO and off-page SEO. Both are crucial to the success of an SEO campaign, but they are on completely different sides of the fence when it comes to improving your search engine ranking. To understand the difference between the two, one must understand, at a basic level, how search engine algorithms work. Let’s break it down.
On-Page SEO VS Off-Page SEO
PS: Paying Google to show ads is NOT search engine optimization, it’s marketing.
What is On-Page SEO?
It involves optimizing different parts of your website that affect your search engine ranking. These are things you control and can change on your own website. Here are the main factors that are included.
Enter your targeted keywords in the title tags on each page of your website. There are many great tips on writing effective title tags.
Headlines are usually the biggest words on the page, and so the search engines give a little extra weight to your other headlines. It’s a good idea to work with your keywords in the headlines of each webpage, but make sure you correctly reflect the page content.
Add keywords to your URLs if possible. But do not change all your current URLs just so that they have keywords in them. You should not change old URLs unless you plan to redirect your old to your new ones. Contact a professional SEO expert before doing this.
Each content management system usually allows you to add something called “all text” to all the pictures on your site. The text is not visible to the average visitor. All text is actually used by the browser software to help blind Internet users understand the content of your images. Search engines crawl pictures in a similar way, so to insert some relevant keywords into the images, the search engines help understand the content on your page.
Google wants to help its users find what they’re looking for as quickly as possible to provide the best user experience. Therefore, optimizing your pages helps load faster to rank your site higher in search results. However, this is a relatively complex area unless you are technically skilled ( Learn more here )
The content of your pages must be useful to people. If they are looking for something specific to find your site, they must be able to find what they are looking for. It must be easy to read and give value to the end user. Google has different ways to measure if content is useful using their advanced search algorithms.
Linking internally to other pages of your site is useful to visitors and it is also useful for search engines.
On-page SEO enables your site to be read by potential customers and crawlers. With good On-Page SEO, search engines can easily index your web pages, understand what your site is about and easily navigate between the structure and content of your site and thus rank your site in accordance with these factors.
Off-page SEO focuses on increasing the authority of your domain by getting links from other sites. A good analogy for how this works is: If you have a bathtub with rubber ducks (the ducks are your sides), and you start to fill the bathtub with water (links), your ducks will all rise to the top. A good example is Wikipedia. They have so much water in their bathtub that if you throw another duck in it, it will flow to the top without any special effort.
The biggest off-page SEO factor is the number and quality of backlinks to your site. Some examples of ways to build links to your site are:
Create amazing content that people want to link to because it’s valuable.
Share content in Social Media to eventually generate links.
Guest blogs on websites related to yours. These guest posts will have links back to your site.
While the link length is still important, content creators and SEO professionals realize that link quality is now more important than link length, and as such, divisive content creates the first step to earning valuable links and improving your off-page SEO.
How many links do you need for good off-page SEO? It’s a tough question and it will be based on the dominance of your competitors because you want to make sure you play in the same sandbox. SEOs also believed that buying links was a valid way of linking the building. Google will now penalize you to buy links in an attempt to manipulate page rank. You can also be penalized to send links to link directories whose sole purpose is to increase your domain authority.
Again, quality wins beyond quantity when it comes to link building.
It’s not about choosing between Off-page and On-page, it would be like choosing facades or a roof for your house. On-page and off-page work together to improve your search engine ranking. They complement each other!
To break it down in an action plan, you can think of On-page like the body of a house while Off-page is the facade, doors and windows. We can analyze your on-page quality and provide you with a plan to improve it, then we can go over and get an optimal plan to make sure your off-page is completing your “house” (your SEO house).
Get in touch with us and we’ll analyze your current situation FREE!