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’re on completely different sides of the fence. On-page SEO focuses on optimizing parts of your website that are within your control, while off-page SEO focuses on increasing the authority of your domain through content creation and earning backlinks from other websites. To further understand the difference between the two, you have to understand, at a basic level, how search engine algorithms work. Let’s break it down.
There are two main buckets that search engines look at when evaluating your site compared to other sites on the web.
Put simply, what you rank for is largely determined by on-page factors, while how high you rank in the search results is largely determined by off-page factors.
On-page SEO (also known as “on-site” SEO) is the act of optimizing different parts of your website that affect your search engine rankings. Where your website appears in search engine results pages is determined by a number of ranking factors including site accessibility, page speed, optimized content, and domain authority. It’s stuff that you have control over and can change on your own website. Before you attempt website optimization, take a look at our onsite SEO checklist.
Put your targeted keywords in the title tag of each page on your site. There are many best practices that go into writing an effective title tag.
Headings are usually the largest words on the page, and for that reason, search engines give them a little more weight than your other page copy. It is a good idea to work your target keywords into the headings of each web page but make sure you accurately reflect your page’s great content.
Make sure your H1s limited to one per page, all other headers are H2 or H3
Put keywords into your URLs if possible. However, do not go changing all of your current URLs just so they have keywords in them. You shouldn’t change old URLs unless you plan on redirecting your old ones to your new ones. Consult a professional before doing this.
Any content management system should allow you to add something called “alt text” to all images on your website. This text isn’t visible to the average visitor – alt text is in fact used by screen reader software to help blind internet users understand the content of your images. Search engines crawl images in a similar way, so inserting some relevant keywords while accurately describing the image will help search engines understand your page’s content.
Writing an alt attribute for each image keeps your website in compliance with WCAG (Web Content Accessibility Guidelines). Keep the following things in mind when writing alt text:
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 to load faster helps your site rank higher in the search results.
Google has a tool called PageSpeed Insights that will analyze your site on both mobile and desktop. and then suggest tips to optimize page speed. There are also several quick fixes to eliminate whatever is bogging your site down and slowing your page load time. Key site speed factors to consider:
The content on your pages needs to be useful to people. If they search for something too specific to find your page, they need to be able to find what they’re looking for. It needs to be easy to read and provide value to the end user. Google has various ways to measure if your content is useful.
Linking internally to other pages on your website is useful to visitors and it is also useful to search engines. Here’s an internal link to another blog post on our site that talks more about internal linking. Very meta.
When adding internal links, make sure to have relevant anchor text. Anchor text is the clickable text in a hyperlink (usually indicated by blue font color and underline). To optimize your anchor text, make sure the selected word or phrase is relevant to the page you’re linking to.
On-page SEO ensures that your site can be read by both potential customers and search engine robots. With good on-page SEO, search engines can easily index your web pages, understand what your site is about, and easily navigate the structure and content of your website, thus ranking your site accordingly. As a best practice, make sure your page content includes 1-3 relevant internal links.
Having your content shared on social tells Google that people find your content relevant, helpful and reputable. Not every page on your site is share-worthy, but you can optimize the pages that are with these tips:
Off-page SEO focuses on increasing the authority of your domain through the act of getting links from other websites.
A good analogy for how authority works is this. If you have a bathtub with rubber duckies in it (the ducks are your pages), and you start filling the tub with water (links), your duckies are all going to rise to the top.
This is how a site like Wikipedia ranks for pretty much everything under the sun. It has so much water in its bathtub that if you throw another rubber duck in it, it’s going to float to the top without any other effort.
The biggest off-page SEO factor is the number and quality of backlinks to your website. Some examples of ways you can build links to your website are:
While link quantity is still important, content creators and SEO professionals are realizing that link quality is now more important than link quantity, and as such, creating shareable content is the first step to earning valuable links and improving your off-page SEO. How many links do you need for good off-page SEO? That is a tough question and it’s going to be based on the domain authority of your competitors, as you want to make sure you’re playing in the same sandbox. SEOs also used to believe that buying links was a valid way of link building; however, Google will now penalize you for buying links in an attempt to manipulate page rank. You can also be penalized for submitting your links to link directories whose sole purpose is to increase your domain authority. Again, quality wins out over quantity when it comes to link building.
It’s not about choosing between on and off-page SEO, that would be like having to choose between a foundation or a roof for your house. On-page and off-page SEO work together to improve your search engine rankings in complementary fashion; however, SEOs generally advise getting your on-page SEO ducks in a row before focusing too much on off-page SEO. Just like building a house, you want to set the foundation first before building the rest of the house. Like a foundation, you may need to come back and do some maintenance to your on-page SEO from time to time. Balancing the two will help make your website “bilingual” so that your users can understand it as well as the search engine robots- and that’s how your rankings start to improve.