Small business or large enterprise, local startup or global brand — search engine optimisation matters to all types of businesses. It’s particularly important that your SEO strategy is Google algorithm-friendly because, as of June 2021, 88.45% of consumers use Google to find the products and services they need.
Before implementing an SEO strategy, however, you need to understand the similarities and differences between on-page SEO and off-page SEO. You have to know how they affect your digital marketing campaign in their unique ways.
On-Page vs Off-Page SEO: What are the basics?
On-page SEO and off-page SEO are two sides of the same coin. They work together to boost your online visibility and establish your authority. They increase the quantity and quality of website traffic through organic search results so there’s a higher chance of lead conversion.
You have greater control over on-page SEO which optimises different aspects of your website. It’s the side of SEO that handles keyword optimisation, internal linking, website content, title tags, meta descriptions, alt text and URL structures. These factors determine what you rank for.
On the other hand, off-page SEO is all about how high you rank. It’s about increasing domain authority and popularity through off-page content creation and backlink strategies. It’s largely influenced by social signals. Pay-per-click advertising is closely related to this category.
Both categories are crucial to the success of your overall SEO strategy.
What contributes to successful on-page SEO?
You have greater control over on-page SEO because the metrics include the things you can add, remove and modify on your website. These are the factors that contribute to its success:
- Title Tags: Add a targeted keyword and limit the tags to 60 characters.
- Page Headers: Use one H1 per page; all others should be H2 or H3.
- URL Structure: Keep the URLs short but add keywords if possible.
- Alt Text: Describe visual content in up to 10 words. Use keywords.
- Content: Add fresh, relevant content with organic keyword insertion.
- Internal Linking: Link to your other web pages using relevant anchor texts.
- Schema Markup: Prepare structured data for clarity and easy browsing.
- Social Tags: Add social sharing buttons for your on-page blogs.
Core Web Vitals are now ranking signals for organic search results, too. Google has started looking at page loading speed, initial engagement and visual stability — metrics your web developers should optimise — along with mobile friendliness, safe browsing and HTTPS security.
What makes your off-page SEO strategy a success?
Off-page SEO is largely about the quantity and quality of backlinks to your website. There are multiple ways you can build relevant backlinks, including:
- Creating relevant content that your target audience would feel compelled to share
- Building a strong social media presence and sharing your content on those platforms
- Using email outreach to promote your content or request backlinks from influencers
- Writing guest blogs on credible websites that are related to your business or industry
While off-page and on-page SEO are equally relevant in boosting search engine rankings, you first have to improve on-page SEO. After all, what good are strong backlinks if visitors don’t like what they see?
Build an effective SEO strategy with the help of seasoned digital marketers.
Media Crew has over 20 years of experience in building strategies that work and that drive tangible results long after the campaign is over. Contact us today for a free SEO audit.