What Is The Difference Between On-Page & Off-Page SEO?
To the untrained marketer or individual, all SEO items fall under one industry umbrella. However, there are two distinct divisions that should be addressed: on-page and off-page search engine optimization. Here’s a thorough overview and explanation of some best practices to help you learn more about the ins and outs of each division to ensure that your current strategy is up-to-date.
When you think of the most basic tactics for search engine optimization, such as using keywords in your copy and optimizing meta descriptionS, HTML code, title tags, and alt tags, these factors are the foundation of what is considered on-page SEO. On-page SEO refers to all measures that can be taken directly within the search rankings of your website to improve your position. This includes the basic tactics outlined above but also takes into account things such as the overall content quality, page performance, and content structure. Let’s elaborate a little more on some of these on-page factors:
- Keywords: keyword optimization remains today a pillar of SEO. That said, the focus has shifted to more long-tail keywords, which better fit the search patterns of current internet users. Think about your audience and the keywords they’re looking for, and try to create and optimize the content of your website around those keywords.
- Meta Description: A meta description is a short description that appears on a search engine results page below your URL and in a social post under a headline. It should describe the content on that page in an engaging, eye-catching manner. A best practice is to include relevant keywords so that search engine crawlers can detect them. Sentences should be below 300 characters to ensure that the search results show the whole description.
- Title tag: this refers to your web page title, or the main heading you see on the results pages of the search engine. The title tag presents another crucial opportunity to include relevant keywords and boost your page’s searchability.
- Internal Linking: another important factor for on-page SEO is ensuring that a web page links to another related page within your website. Linking to different related web pages on your site makes it easy for search engines to index your website, while keeping users more engaged.
- Page performance: while other on-page SEO factors deal with the quality and structure of content, the performance of your website and its pages is also a factor for on-page ranking. In the search engine results sites (SERPs), sites that take a long time to load, websites that aren’t responsive to different screen sizes, will rank lower as users get irritated and leave the website, raising the bounce rate. Search engines analyze this and use it as a page ranking metric.
“Off-page SEO” (also known as “off-site SEO”) refers to actions taken outside your own website to impact your search engine results rankings (SERPs).
Optimizing off-site ranking criteria includes enhancing search engine awareness and understanding of the visibility, importance, trustworthiness and authority of a site. This is accomplished by linking to or promoting your website through other reputable places on the Internet (pages, sites, people, etc.) and effectively “vouching” for the quality of your content. There are three main types of links, defined by how they were earned: natural links, manually constructed links, or self-created linkages. The following elaborates on off-page factors:
- Backlinks: Building backlinks forms the core of off-page SEO. Search engines use backlinks as indicators of the nature of the linked content, and a site with many high-value backlinks would typically rank higher than a site with fewer backlinks that would otherwise be comparable.
- Natural links are given editorially by a page owner, without any action. For instance, when a food blogger adds a connection to a post referring to their favorite farm produce.
- Manually created links are acquired through deliberate link-building activities. This includes things like getting customers to link to your website or asking influencers to share your content.
- Self-created links include practices such as adding a backlink to an online directory, forum, blog comment signature or a press release.
Off-Page SEO Unrelated To Backlinking
While gaining links from external websites is the most frequently practiced off-page SEO strategy, almost any activity that a) takes place outside of your own website and b) helps to improve your search ranking position could be considered as “off-page SEO.”
- Social media marketing
- Guest blogging
- Linked and unlinked brand mentions
- Influencer marketing
However, it is important to note that the net result of each of these activities is to create a reference to your site from elsewhere on the web — whether it’s a reference to a link, a mention of your brand or website, or something else.
Now that you understand the differences between on-page and off-page SEO, it is time to choose a seasoned SEO service to optimize and improve your website’s ranking. If you are looking for a reputable SEO Company in Melbourne FL to improve your website’s ranking, please don’t hesitate to contact The AD Leaf ® Marketing Firm at 321-255-0900. We’d love to help you!