Search engine optimization (SEO) is the process of optimizing the online content in order to improve ranking on search engine results. SEO is an important part of digital marketing strategy because its primary aim is to make your website more visible to a larger group of people. Although everyone knows that SEO is, most people aren’t quite sure about differences between on-page and off-page SEO. Understanding their difference helps you get the maximum out of the entire process.
What is on-page SEO?
On-page or on-site SEO is the process of optimizing different parts of the website that affect its search engine rankings. Basically, it refers to the stuff or parts that you can control and manage. The most important factors that influence the on-page SEO include:
- Alt text for photos – although we don’t pay too much attention to images, they also give you an opportunity to do on-page SEO. Include keywords into “alt text” area to help search engines understand the content on the page and improve its ranking
- Headings – they are usually the largest words on the page because headlines always stand out to catch the reader’s attention. It is practical to include target keywords into the headlines of each page, but make sure they fit in naturally and reflect the content
- Internal linking – if you don’t have a habit to do internal linking, it’s time to start. This simple action is practical for visitors and it’s useful for search engines.
- Page load speed – optimize the pages on your website to load faster because search engines help their users find what they’re searching for as fast as possible. Pages that load fast rank higher compared to those that don’t
- Title tags – place all the targeted keywords in the title tag of each page on the website.
- URL structure – if possible, you should strive to include keywords into the URL, but bear in mind that you shouldn’t change old URLs unless your plan is to redirect the old links to the newer ones.
- URL structure Optimization
- XML/HTML sitemap optimization
- Google Analytics setup & Optimization
- Google Webmaster setup & Optimization
- Internal links structure
- validation & optimization
- Permanent 301 redirects
- Canonicalization tag implementation
- Broken links check
- KML file
- Optimization of info.txt
- Optimization of ROR.xml
- Adding Bold, Italic effects to main keywords
It’s safe to conclude that on-page SEO has the purpose to make the website more convenient for the visitors in terms of readability and it also allows search engine robots to scan it more effectively.
What is off-page SEO?
While on-page SEO focuses on various elements on your website and parts you can change (headlines, tags, internal linking), off-page SEO is focused on enhancing the authority of a website’s domain through the simple act of obtaining links from other sites.
The main factor of off-page SEO is the quantity or amount of back-links to your website. Some things you can do to boost your off-page SEO endeavor include:
- Contact influencers and other people with great followers base to include your link into their content
- Creating valuable and interesting content that other users will want to link to their own posts
- Guest-blogging on websites that are related to yours i.e. from the same or similar niche
- Inspire people to share content from your website on their social media profiles
One of the most common mistakes that people constantly repeat is trying to figure out whether on-page is more important than off-page SEO or vice versa. Both forms of SEO are equally important. In fact, they go hand in hand. To improve your website’s ranking in search engine results, it is crucial to improve both on- and off-page SEO approach.