The difference between on-page and off-page SEO and how to use them

Paula Cortés 10th September 2018
On-page and off-page SEO illustration

On-page SEO (also known as on-site SEO) refers to the optimisation of your website’s coding (HTML) and content, while off-page SEO (or off-site SEO) are actions taken outside of your website to improve your visibility. The aim of these two techniques is to rank higher in any search engine and earn more relevant traffic.

On-page SEO helps the visitor and search engines to understand what content they would find when they visit a webpage. Here are some areas to look at:

– Unique content may impact the chances of your website to rank on SERP (Search Engine Result Pages). It needs to be structured appropriately and spread over the website in a natural way.

– Relevant keywords are very important as they help search engines to understand what the page is about. Search engines have grown more sophisticated and there is no need to use exact-match keywords anymore as they have become smart enough to extract synonyms.

– Image optimisation would help as well with your SEO. Make sure you include your target keywords as a part of your image Alt Text.

– Page load speed (not site speed), which is how long it takes for the content to fully display on a specific webpage. This is one of the key considerations for Google’s algorithm to get websites ranking on its search engine. It’s also important from the user experience point of view as the longer it takes a page to load, the higher your bounce rate could be.

Off-page SEO involves increasing the three pillars of SEO: Expertise, authoritativeness, trustworthiness (E-A-T):
– You need to be an expert in your sector.

– You need to have authority, which comes from your experience.

– You need to show users that they can trust you, which is very important, especially if they share their personal details on your website.

This can be achieved by creating high-quality content and links on other reputable websites, which is the core of off-page SEO. ‘Search engines use backlinks as indications of the linked-to content’s quality, so a site with many high-value backlinks will usually rank better than an otherwise equal site with fewer backlinks’, according to Moz.

There are 3 types of links:
– Natural links, which are earned without giving anything to the page that shares your website.
I.e. A blogger shares that your dental practice is their favourite in the area.

– Manually built links, which are acquired by link building activities.
I.e. An influencer shares a link to your website.

– Self-created links, which are created by adding your website to directories, blogs, forums etc. These links use anchor text which is usually optimised. This type of links is powerful but search engines can penalise your website if it’s overused.

The purpose of both on-page and off-page SEO is to create a good user experience, which involves improving search engine results and your internet visibility. If you need any help with your site, please don’t hesitate to contact us on 01202 677 277.

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