You might have heard about on-page and off-page SEO, but did you know the extent of their impact on your business? If you believe that search engine optimisation is integral to business success, continue reading.
There are several things to watch for in off-page SEO and on-page SEO. This post will walk you through it! You will learn about the difference between on-page and off-page SEO. Understand their distinctive differences to align your focus and reap the benefits in the long term.
Difference between on-page and off-page SEO
Why do you need to know their differences?
Well, search engine rankings can take time. You need to know how to manipulate your SEO activities to get ahead of your competitors. A decent knowledge of on-page SEO and off-page SEO factors will successfully take you to this goal. Learn them by heart but master the skills needed to put them into action.
Firstly, know their goals. On-page SEO’s main goal is to enhance your website’s rank in the natural search results. The focus of your efforts is on the site itself, page content quality, and site structure.
On the other hand, good off-page SEO aims to boost your page rank, domain authority, and page authority on the search engine results pages (SERPs). Your activities are geared outside the premise of your website. You will be promoting and increasing its exposure through building links.
The success of these goals entails expertise in applying the right strategies and tactics. They may differ but complement each other in boosting your website’s organic traffic.
What is On-Page SEO?
You have a glimpse of the difference between on-page and off-page SEO. Let’s go into comprehensive details about the first one, on-page SEO.
On-page SEO refers to optimising the content of your website. It is heavily based on keyword relevance and density. The main purpose is to help search engines find your content that matches the queries. In this SEO strategy, you’ll spend your SEO efforts on the things that completely describe your website, and you must identify its ranking factors in order to rank your web page or web pages successfully.
What are the On-page factors?
In on-page SEO activity, you optimise the web page structures and page content quality. You will base your work on the on-page ranking factors. These components can bring your site rank to the next level.
- Title Tags
- Header Tags
- Image Alt Text
- Page Speed
- URL Structure
- Page Content
- Meta Description
- Internal Linking
- Schema Markup
- Core Web Vitals
- Page Performance
Give your focus on them and apply effective strategies and tactics. The result of this on-page effort will be promising.
These are HTML tags found in the title section of your web page. This title can be seen in the browser title bar as well as in the search engine results pages (SERPs).
Title tag appears as a clickable headline in the search engine results. Here’s what it looks like (see highlighted text) on search results.
Image Title: google-search-result-for-best-drinks
Alt Text: two google search result for best drinks at the bar and at home
Title tags are important in search engine optimisation. They are the first thing that search engines look for each time a query takes place.
To get better results, optimise your title tag using the following techniques.
- Your title tag must be enticing and descriptive yet concise.
- It should be between 50 and 60 characters long; anything longer will be cut off in SERP.
- Include the target keywords.
- Make it unique, readable, and relevant to your topic.
- Follow basic writing etiquette (proper spelling, consistent capitalisation format, and language suitable to the target audience).
They are used to tell the search engines about the hierarchy of importance in your content. You will use H1-H6 to emphasise the headings and subheadings on your web page.
Here’s a short rundown of header tags and their purposes:
These on-page SEO factors must be generated with keywords and in different fonts, text sizes, and styles.
Alt Text for Images
Alt text serves as the loudspeaker for those who can’t see the image. It tells them what the image is all about, and this helps the search engines’ crawlers too. These must be written in a specific, clear, and descriptive format as shown below:
<img src=”white-outdoor-sweater.jpg” alt=” Men’s long sleeve white outdoor sweater” title=”White Outdoor Sweater”/>
Page Speed (Mobile and Desktop)
The site speed of your website is not an exception to good on-page SEO. It must be as fast as up to 3 seconds across devices. Beyond this, time marks the beginning of the bounce rate, which is bad for your business. For an e-commerce site, it should load within 2 seconds because customers tend to abandon your site or cart.
Uniform Resource Locator (URL) is your website address on the Internet. It is also crucial in on-page search engine optimisation. The right way to do it is by following the category hierarchy (from the main folder to subfolders of the relevant contents).
You may check Google URL Structure Guidelines as SEO resources.
The heart of on-page SEO efforts is page content. It describes the totality of your website to search engines and readers. The details about your offers and focus are emphasised, like in your blog post or articles. As known, “content is king,” make sure that it is value-rich content. Discover good keyword research to optimise it. Add internal links and inbound links for easy navigation and relevance.
Meta description describes your web page but doesn’t directly affect ranking on the SERP. It helps you to make the users click on the page link that appears on search engine results.
The best way to write meta descriptions is through these tips:
- characters are up to 155
- written in an active voice
- with a clear call to action
- unique and rich in keywords
- honesty in claims (should match the content)
Be mindful that meta descriptions are summaries of your web pages. They should clearly state what your pages are all about.
Internal linking is the main activity in on-page SEO when it comes to link-building strategy. You connect your web page to other web pages within your website. This makes the user experience comfortable. They will just click the hyperlinks to navigate the content across your website.
Below is an example of an internal linking structure.
Like web users, search engines also use internal links to navigate your site. Indeed, they are a crucial part of search engine optimisation. If strategically done, search engines can easily find, understand, and index your page.
Best practices to consider:
- using keyword-rich anchor text
- mobile friendly
- audited internal links
- put links at the upper part of the page
At first glance, this looks unimportant because it is only a list of web pages. But sitemap helps search engine crawlers find your site, understand your site structures, and to navigate them smoothly.
By listing your website’s most important web pages, you have a great chance to rank higher in search results.
It is a critical on-page SEO factor because it highlights the focus of your web pages. The purpose is not much on getting indexed. It is more about giving search engines a clearer understanding of what your site is all about. It defines and describes a class of XML documents.
Schema markup is a microdata or rich snippet that enhances the description of your website.
Core Web Vitals
Core web vitals are the most current standardised SEO metrics added to the Google ranking factors algorithms list. They measure the three main areas of your website, such as loading speed, responsiveness, and visual stability of your web page. The main objective is to improve users’ experience on your web page.
Page performance is a vital ranking factor in search results. Core web vitals best measure it. If you own a business, your site’s quality page performance doesn’t guarantee a high ranking but a conversion rate.
What Is Off-Page SEO?
Off-page SEO refers to a strategy that is crucial to your web page’s rank on the search engine results page. But the off-page SEO work is not as sensitive as the on-page. It is more of creating external links by having other websites and pages linked back to your domain.
Off-page SEO focuses on backlinking to boost your domain authority. Search engines understand that your website is trustworthy, relevant, and popular when it has a high domain score. It makes your site rank higher on the search engine results page.
What are the off-page SEO factors?
Off-page SEO is as important as on-page. It is a way of spreading the word about your website to the vastness of the world wide web. Off-page factors are a bit confusing, but they are narrowed down into five ways.
- Link Building
- Domain Authority
- Page Authority
- Brand Mentions
- Social Shares
All these factors help to build a website’s recognition and domain authority.
Link building has an important role in search engine ranking. It is a process of search engine optimisation that focuses on acquiring links.
Links are essential for search engines to navigate and determine the relevance of your website. A number of quality links on it boost its credibility and popularity.
There are various strategies for off-page SEO backlink building, including:
- Writing a guest post or guest blogging.
- Being a podcast guest.
- Appearing in publications online.
- Taking part in online forums for industry communities.
- Ask relevant websites to link to your content by getting in touch with them.
- Linking to own websites.
- Organising events, in person or virtual.
- Building a network of websites that link to one another.
- Creating linkable resources such as infographics, statistics and information websites, and business tools.
Domain Authority (DA)
It is released by Moz and shouldn’t be confused with the Google ranking algorithm factor. Instead, take it as a way to rank higher on search engines. Google loves websites that have strong popularity and a high level of trustworthiness.
Page Authority (PA)
It is a page SEO ranking factor that uses similar metrics to that of domain authority. The slight difference is that it focuses only on a single page of your website. This part of SEO can’t be overlooked because it greatly impacts your overall domain authority.
Brand mention is an implied link where one website mentions your domain name URL. The struggles are how to put your brand in front of people, make influencers talk about it, and develop messages that resonate well. You can use news articles, education content, blog posts, and product or service reviews. This activity helps to improve your site’s reputation once you have tracked the preference of your customers.
Social shares give various benefits, but they don’t fall in the SEO department. They only increase sites’ exposure which helps to drive more traffic. Social media help to build connections and find support from the existing audience. If you master social media marketing strategies, you can leverage and increase brand awareness.
Final Thoughts on On-Page and Off-Page SEO
Your awareness of the difference between on-page and off-page SEO helps you to align your focus and achieve your business goals. It is the best way to get organic visitors that you can convert into leads and eventually loyal customers. It could be daunting, but your business or website needs visibility. So, keep mastering the strategies, techniques, and tactics for on-page and off-page to boost your ranking and get high traffic.
Search engine algorithms fluctuate regularly. Be updated with them to apply an effective SEO strategy. Google prefers structured data on individual web pages.
Targeted, secondary, and relevant keywords are just a little part of on-page SEO — plenty of work to be done to succeed in search engine optimisation. Review the differences between on-page and off-page SEO and work on their corresponding ranking factors. Be mindful that these ranking factors continuously change. Make sure to check for algorithm updates from time to time. In such a way, you can apply the latest trends and be able to make adjustments in strategy whenever possible.