What is On-Page SEO Vs. Off-Page SEO?
Many business owners don’t realize that search engine optimization (SEO) is split between on-page and off-page SEO. On-page SEO is the optimization of individual web pages to help them with search engine rankings. Off-page SEO refers to improving the position of a website on a search engine results page (SERP).
Today, we’re going to explore some of the most important elements of both on-page SEO and off-page SEO that work together to bring more visitors to your site.
Primary On-Page SEO Elements
First, let’s start with on-page SEO. This list isn’t all-inclusive, but these are the primary elements to be concerned with:
The most obvious on-page SEO element is the website’s content. This includes any text on every web page, all the way down to the About Us page and the Contact Us page. Very often, though, the most relevant content on your website will be the posting of a blog, because it’s something that’s ever-changing and will help you rank higher on Google and other search engines.
Okay, maybe we spoke too soon. While site content is very important, what’s in that content is the most important thing. We’re talking, of course, about keyword usage as it relates to search engine rankings. If you want visitors to find your website, your best option is to research keyboards and key phrases that will draw them in. These keywords must be relevant and used sparingly enough that Google doesn’t knock you for keyword stuffing.
Yes, it’s true — the title of each page really does matter. In fact, it’s one of the most essential SEO elements, which is why each one must be accurate and relevant to your business. These title tags are limited to 60 characters, so be sure to choose your words wisely. If you select unique titles for at least most of your pages, potential customers will have an easier time finding you.
If you skip the meta description of the web page, you’re doing yourself a disservice. A page’s meta description serves as a brief summary of the page’s content, with a maximum length of 155-160 characters. Whenever someone uses a search query, the meta description will typically show up below the headline of a social media post so that users know your content is relevant to what they’re looking for.
Yes, even the text of an image is part of on-page SEO content. The reason you enter an image description is two-fold. First, if the image doesn’t load the way it should, visitors will be able to read the alt text so they’ll know what was supposed to be there. Second, you can place keywords into the alt text that will be picked up by search engines during a search query.
If the fact that more than 6.5 billion people have smartphones and approximately 1.3 billion have tablets, then nothing will convince you that being mobile-friendly is paramount. Mobile responsiveness relates to how well each page of your site appears on a smartphone or other mobile device. One reason this is extremely important is because Google actually favors mobile content for indexing and ranking.
Primary Off-Page SEO Elements
Off-page SEO can be just as essential in building your brand. Again, this is list isn’t all-inclusive, but these elements are important:
The most critical off-page SEO element is link building. This refers to websites other than your own posting links that take their visitors to your site. These are called backlinks and will help you rank higher primarily because Google will view you as more of an authority. The other important element of link building is the number of separate domains that use backlinks to send people to your site.
While your site content will definitely drive customers to your website, that’s really only the tip of the iceberg. Much of your site’s content marketing will exist as an off-page SEO tactic. This includes posting content through social media, influencer marketing, guest blogging, podcasts, forums, etc. There’s a whole world of digital content opportunity out there, and it’s up for grabs.
If your business can have a local presence, then you’ll be a step above much of your competition. You can start by creating a Google Business Profile, which is a free listing tool that influences how your business will appear on their search engine. This is how local companies show up when you type in something like “pet store near me.” In fact, GBPs have become so effective that they’re now a critical local SEO ranking element.
Getting a bunch of reviews listed online is the perfect way for customers to trust you. Google and other search engines take reviews very seriously because they show that you’re a legitimate business. The best way to manage reviews as off-page SEO content is to reply to as many reviews as possible. If they’re bad or not so good, responding favorably and trying to find a solution to a customer’s problem will increase your value.
If your business is in the position where you can schedule any kind of event every once in a while, do it! Events are a wonderful way to create buzz around your business, especially in this newfangled world of social media. After you’ve announced an event, word-of-mouth and social media will do some of the advertising for you. It’s a good idea to also get a speaker or perhaps an influencer to promote and/or share the event information to gain more attention.
Contact P3 Agency for On-Page and Off-Page SEO
The marketing aficionados at the P3 Agency know how to use on-page and off-page SEO to build your business and brand. Our company specializes in all facets of marketing and web design in Clearwater and the surrounding areas. If you have any questions or would like a free marketing analysis, give us a call at (800) 515-9422 today.