What Is On-Page SEO & Off-Page SEO
When it comes to search engine optimization, most factors can be divided into two categories- on-page SEO and off-page SEO. Numerous components make up both categories, but they are very different entities. Let’s look at why exactly you need both aspects of search engine optimization to excel in the search engine results pages.
On-Page SEO Efforts
The base of an on-page SEO strategy starts with your website. When it comes to winning favor from search engines through on-page SEO, each web page needs to be optimized in addition to your site as a whole. Technical SEO also falls into the list of on-page factors, so there is a lot to look at.
Believe it or not, your web design plays into your on-page SEO strategy. Having a site that is responsive and dynamic shows customers (and search engines) that your site is essentially better and easier to navigate. A modern, dynamic website design is one of the best ways to secure a high conversion rate.
Each web page on your site holds authority, especially the pages that have collected backlinks. Internal links between your web pages will disperse authority across your pages, improve your site SEO, and increase the relevance of pages that you are trying to rank.
Improving Page Load Speed
In order to convert web traffic to valid leads, you need to ensure that your page load speed is optimized. Most customers won’t wait for a slow website page to load, so a fast site is imperative to retaining viewer attention.
Meta Descriptions & Title Tags
One of the most important on-page factors in SEO is the titles and meta descriptions of your web pages. These are the snippets that are seen in search results- the bolded text and descriptive portion underneath. Most websites will automatically pull content from the site or from the web page if you do not specify a meta description and title tag, and that’s usually terrible for your SEO. You end up with a cut-off description and a title that doesn’t make sense, so put the effort in and manually create title tags and meta descriptions.
No on-page SEO strategy would be complete without high-quality content that draws in your online audience. Basing clear, concise content around a targeted keyword is the best way to finish an on-page optimization. Of course, this is time-consuming, but good website content can generate more traffic and quality links, so it’s well worth it in the long run.
Friendly To Mobile Devices
In 2021, ensuring that your website is compatible with mobile devices is crucial. This will heavily impact your core web vitals and determine your ability to generate more traffic to an extent.
On-page SEO refers to all of the efforts that go into the actual website to earn search engine rankings. This is where the majority of keyword research is applied and the base SEO strategies start. Making sure that your core web vitals are in good health, your site is fast and responsive, and your titles/metas are optimized will set you up for success when you enter off-page SEO.
Off-Page SEO Factors
While search engines love on-page SEO, any competitive targeted keyword will need off-page SEO as well to obtain a high search engine ranking. When it comes to off-page optimization, you are going for more than just ranking factors. Not only are you aiming to increase your website rankings, but you also need to apply local SEO elements to maximize your efforts. Off-page SEO work primarily revolves around Google search results, but there is another major aspect to look at.
When it comes to off-page SEO, local listings are a must, especially if you are operating a storefront business or local service. The king of all local listings is Google my Business. Search engines understand that businesses with a GMB are more relevant and it can also bring in organic traffic on their own. Google my Business profiles are a great way to reel in new customers as it gives them a centralized source of information and an easy call to action. While your GMB may not be as efficient in the long run, it does serve as an additional source of traffic and Maps is an excellent place to acquire customers.
Off-Page SEO & Search Engines
The primary purpose of off-page SEO is to increase your domain authority and acquire valuable links. There are several off-page factors, but most include link building of some sort. The main methods of approaching off-page SEO are:
The end goal of your site content is to be valuable enough to share because if you are ranking for a keyword, you should be the authority. The best way to increase your site’s ranking in terms of off-page SEO efforts is to generate natural links through sharing of your content. When other sites organically share your content, your domain authority will naturally increase.
Guest Posting is a popular way of increasing search engine rankings by sharing content with high-authority sites. When your domain is linked within a content piece that relates to a primary keyword, it generates authoritative external links. The fewer domains a site links to, the more power each link will have.
Citations are mentions of your site across the web, typically in the form of business directories. The effectiveness of citations varies based on the sites they are posted on, but when compiled, citations can send “trust signals” to search engines, indicating your authority due to the abundance of links to your domain.
Broken link Building
Broken link building is the practice of pointing links from broken (404) pages to your landing pages. This can be done with pages from your own site or from another authoritative site, which can transfer page authority.
Search Engines Have A Broad Scope
It’s not 2000, and a basic off-page SEO strategy is not going to land you first-page results. When it comes to on-page SEO vs off-page SEO, there’s really no winner, because the power of search engine spiders are constantly working to sift out inorganic attempts to rank.
The purpose of search engines is to provide viewers with the most relevant material, so search results are based on a variety of factors which include on-page and off-page SEO components. From the structure of your website’s content to your domain authority and internal links, there’s a myriad of points that you will need to hit in order to stay competitive.