Being in the digital age, it’s imperative for any business to grow their online presence. Having a strong online presence paves the way for greater exposure and better brand recognition.
One of the best ways to achieve a strong online presence is through SEO, or Search Engine Optimisation. If you want to succeed in SEO, it’s best to combine both on-page and off-page SEO strategies. What is on-page SEO and what does off-page SEO even mean? We cover it all in this post.
What is On-Page SEO? (Technical SEO)On-page SEO (technical SEO) focuses on how search engines crawl and understand your website. By [incorporating on-page technical SEO](https://pwd.com.au/a-beginners-guide-to-technical-seo/ "Learn technical SEO") into your website development, you are telling search engines what to look for and what to identify your website as.
It consists of the following factors:
Title TagsAny SEO or website guru will tell you that title tags are an important component of building a successful SEO campaign. Title tags refer to the targeted keywords that are put in the title of each page.
Your title tag should be short yet descriptive. The goal is to have a title tag that’s strong enough to attract users based on the specific information while still being optimised for search engine indexing.
Meta TagsA meta tag is the short description of your webpage that includes your keyword. A distinct and descriptive meta tag will immediately tell users what your website is about and how it can be the answer to their query.
Headings TagsAlong with effective title tags, on-page SEO includes optimising your content for heading tags. These tags range from Heading 1 - Heading 6. In fact, understanding heading tags is a great way to answer the question: what is on-page SEO.
Essentially, heading tags tell search engines which heading to read first and which keywords are most important for your content. That’s why you should only have 1 H1 tag containing the keyword or phrase that you are wanting to rank for. Sub-headings are then used to break up the long bits of text and assign other keywords to them.
URL StructureYour URL structure is a quick and easy way to tell Google and your audience what the page is about. Including your keyword in your URL will give a sense of authority to your domain and improve your site’s search visibility.
Alt Image TextOtherwise known as “alt descriptions” or “alt tags”, this is the text that is displayed when an image fails to load. It also helps screen-reading tools to understand your content and help search engine algorithms rank your website.
Page Loading SpeedGoogle has noted that a website’s page loading speed affects its page ranking. Google wants to rank pages that are user-friendly which includes having pages that load as quickly as possible.
On-page ContentTo keep SERPs free from spam, there are algorithms in place that determine how useful your on-page content is. In other words, if a user searches for something specific to find your page, they should be able to find what they’re after.
Your content needs to be easy to read and provide value to your audience.
Internal Page LinkingA good on-page SEO strategy includes a strong internal page linking plan. It’s not just useful for your audience to navigate your website but it also tells search engines about the structure of your website.
So, what is an internal link? They are links that go from one page to another page that is under the same domain. For example, do you want to learn more about keyword research for effective SEO practices? You can read our article here. Do you see what we did there? We included a link to a different article on our blog to help direct you to other information. Keywords are an important tenant to SEO which ties into the overall theme of this article.
What is Off-Page SEO?Unlike on-page SEO, off-page SEO depends on other websites to help boost your SERP rankings. It’s called “off-page” due to the nature of the actions that take place off of your website.
These links that you’re building off of your website are called backlinks. The more backlinks that you accumulate the more authoritative your website will seem and the higher it will rank in search engines.
The benefits to off-page SEO is the fact that it’s improving both your search engine and user visibility. In other words, it’s other websites “vouching” for the quality of what you’re putting out on your website.
Link-buildingWhile it’s important to generate more backlinks, it’s also important to focus on the quality of these links.
When it comes to link-building, you will need to consider where those links are coming from. Is that site trusted? Is it ranking in search engines? Is it creating spam content? Try adding links from websites that have a high domain authority rating.
Social Media MarketingSocial media marketing is an effective way to grow your online presence and to direct traffic to your website. Now, this isn’t directly linked to off-page link-building but it does create a reference for your page outside of search engines.
Guest BloggingAccording to the Social Media Examiner, blogging is the second most important type of content for marketers. It’s a popular and effective method of off-page SEO that results in the growth of your business’ influence.
Another bonus is that when you do get published as a guest blogger, a backlink to your website is usually generated. These are usually included either in your author bio or the article itself.
Which One Should You Focus On?The truth is, they’re equally important. It’s not about choosing between the two but rather using them together for the overall effectiveness.
Now that you know the answer to what is on-page SEO and how it is different from off-page SEO, are you ready to put it in action? Optimising your website for SEO takes work but the benefits are endless.