SEO consists of two main categories – on-page and off-page.
They are each unique and both critical to running a successful SEO campaign.
What is On-page SEO (search engine optimization)
On-page SEO deals with the pages on a website, both in regards to content and the backend structure of a site.
Its goal is to improve individual web pages to rank higher in search engines results driving qualified organic and targeted traffic to your website.
On-page SEO gives you control over the factors that influence rankings. Below is a list of the most critical on-page SEO factors:
1. Meta Title tag
Title tags tell visitors and search engines what the given page is about and establish relevance.
2. Meta descriptions
A meta description is a short paragraph of text that tells search engines and website visitors what the page is about.
Meta descriptions were an essential factor for search engines in the past, however today, Google algorithm (AI) can determine the content and meaning of the page. As a result, their significance has somewhat declined.
Meta descriptions are unique to each page, contain the focus keyword, includes between 135 and 160 characters and are written in actionable voice.
3. Keywords and phrases
Keywords are one of the leading characteristics of on-page SEO.
As with the other signals, keywords assist search engines to identify what a given page is about.
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4. Importance of Heading tags (H1, H2, H3)
Every website needs to focus on the user experience, and heading tags are no exception.
The H1 tag (headline) is one of the first elements that site visitors see when landing on a page. Headings serve to reassure visitors that they are in the right place and have found what they’re searching for.
The H2 and H3 are the sub headings that explain the content in more detail.
5. Internal linking and anchor text
Anchor text is the text in a hyperlink that you click on. However, internal linking means that you create a link for further reading of your own content on the same website.
6. Image naming and Alt Tag
Like we use keywords in Headings and Paragraphs. We should use the Keyword phrase to the image name as well. And adding Alt Tag to the images are the most important on page SEO techniques.
It will help to bring our website images in images.google.com
Off-page SEO (search engine optimization)
Off-page SEO is the actions taken outside your website that impact search engine rankings. You have less control over these.
Off-page consists of link-building.
However, link building can be accomplished through various means, from guest blogging, outreach, participating in forums and leaving comments on blogs.
Off-site SEO also includes social amplifications, reviews, and brand mentions. These all play a critical role in off-page SEO signals.
Below are some of the most common off-page SEO techniques:
1. Manual link-building (Backlinks)
Manually reaching out and asking for the link is what manual link building is. These are not naturally occurring links. A good example is when you ask a customer to link back to your website.
2. Self-created links
Website submission to directories, commenting on blogs, participating in forums and commenting while adding the URL of your website of a page on your site as part of your online signature, are all examples of self-created links.
3. Social sharing
Social media doesn’t have the SEO clout as many people may think it does.
Google confirmed that social signals aren’t a direct ranking factor. Google doesn’t care how many Twitter followers, Facebook likes or content shares on social media when ranking a website.
Although social media may not play a direct role in website rankings, don’t discount it. Social media enables you to build an audience for your site, and social selling does drive revenue.
Social media can make a content piece go viral. A viral loop results in people naturally link back to you and mentioning your brand.
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4. Guest posting
Guest posting adds benefits to SEO and your brand in general.
It’s a win-win. Guest posting takes a lot of time and effort. However, the ROI is excellent. Guest posting should be a key role in your digital strategy.
Guest posting can drive SEO and increases brand mentions and backlinks to your website. The key is to create valuable content that people want to read.
On-page SEO vs. Off-page SEO: Which is More Important?
Both are equally important. However, both needed to garner good ranking on search engines.
There are some instances where it would be better to focus on one more than the other.
Furthermore, you just have to remember the basics. On-page-seo will help you create a valuable content and off-page-seo will enable you to set it viral, so both are equally important.