Did you know that there are two distinct sides to SEO: on-page and on-page?
While on-page SEO involves everything you do on your website, on-page SEO focuses on activities outside of your website that impact your rankings. Understanding the difference between these two can be the key to unlocking the full potential of your online presence.
In this guide, we’ll break down both strategies, explore how they work together, and show you how to use them to your advantage.
The ultimate goal of SEO
SEO, or Search Engine Optimisation, is the process of optimising your website to rank higher in search engine results pages (SERPs). This not only increases the quantity of organic (non-paid) traffic to your site but also enhances the quality of that traffic.
The ultimate goal is to ensure that when someone searches for a product, service, or information relevant to your business, your website appears at the top of the results. SEO can be broadly classified into two categories: on-page SEO and off-page SEO.
What is on-page SEO?
On-page SEO refers to the practice of optimising individual web pages to rank higher and earn more relevant traffic in search engines. On-page SEO involves various elements that you can control directly within your website.
Content quality
The cornerstone of on-page SEO is high-quality, relevant content. This means creating content that is not only engaging and informative but also tailored to meet the needs of your audience.
Use targeted keywords naturally within your content, ensuring they are placed in titles, headings, and throughout the text. For instance, if you’re a florist in Manchester, using keywords like “best florist in Manchester” or “Manchester flower delivery” can help you attract local customers.
HTML tags
Proper use of HTML tags is essential for on-page SEO.
- Title tags should be concise and include your primary keyword.
- Meta descriptions, though not a direct ranking factor, can influence click-through rates by providing a compelling summary of your page’s content.
- Header tags (H1, H2, H3, etc.) should be used to structure your content, making it easier for search engines to understand the hierarchy and importance of information.
URL structure
A clean and descriptive URL structure improves user experience and helps search engines index your site more effectively.
For example, a URL like www.example.com/services/web-design is more SEO-friendly than www.example.com/page?id=123.
Internal linking
Linking to other pages within your website helps establish a site architecture and spreads link equity throughout your site. This not only aids in navigation but also helps search engines understand the relationship between different pages on your site.
Mobile-friendliness
With over 98% of UK adults using mobile devices to access the internet, having a mobile-friendly website is crucial. Ensure your site is responsive, meaning it adapts to different screen sizes and provides a seamless experience across devices.
Page speed
Page speed is a critical ranking factor. Slow-loading pages can frustrate users and lead to higher bounce rates. Use tools like Google PageSpeed Insights to identify and fix issues that may be slowing down your site.
What is off-page SEO?
Off-page SEO services refer to actions taken outside of your own website to impact your rankings within SERPs. This primarily involves building backlinks from other reputable sites to your own, which signals to search engines that your site is credible and authoritative.
Backlinks
Backlinks are links from other websites to yours. Search engines view these links as votes of confidence. However, not all backlinks are created equal. Quality matters more than quantity.
A single backlink from a reputable site like BBC News is more valuable than numerous links from lesser-known blogs. Focus on earning backlinks from authoritative sites within your industry.
Social media engagement
While social media signals may not directly impact search rankings, they play a significant role in off-page SEO.
Active engagement on platforms like Facebook, Twitter, and Instagram can drive traffic to your site and increase brand awareness. Share your content regularly and engage with your audience to build a loyal following.
Guest blogging
Writing guest posts for reputable blogs in your industry is an excellent way to build backlinks and establish yourself as an authority. Ensure that your guest posts are high-quality and provide genuine value to the readers of the host blog.
Local SEO
For businesses serving a local market, local SEO is vital. This includes optimising your Google My Business listing, earning reviews, and ensuring your business information is consistent across all online directories.
According to a study by Moz, local search behaviours are strongly influenced by reviews and ratings, making them a critical component of local SEO.
Influencer outreach
Collaborating with influencers in your industry can boost your Off Page SEO efforts. Influencers can amplify your content, helping you reach a broader audience and potentially earn valuable backlinks.
Main differences between on-page SEO and off-page SEO
Understanding the difference between on and off-page SEO is crucial for developing a balanced SEO strategy.
- On-page SEO focuses on optimising elements within your website to improve its visibility and relevance. It involves direct control over content, HTML tags, URL structure, internal linking, mobile-friendliness, and page speed. These factors ensure that your website is well-structured and accessible to both users and search engines.
- Off-page SEO, on the other hand, involves external efforts to enhance your site’s authority and trustworthiness. This primarily revolves around building high-quality backlinks, engaging on social media, guest blogging, and local SEO efforts.
While On Page SEO ensures your site is optimised for search engines, Off Page SEO helps establish your site’s reputation and authority within the broader web ecosystem.
Final notes
A successful SEO strategy requires a harmonious blend of both on-page and off-page SEO. By understanding and implementing these strategies, you can improve your search engine rankings, attract more organic traffic, and ultimately achieve your business goals.
