Skip to content
Blog stories

On Page vs Off Page SEO

Search Engine Optimization is the practice of optimizing a website to drive traffic from search engines such as Google & Bing. In this article, we will be diving deeper into the main differences between On-page SEO and Off-page SEO and why you should be focusing on these extremely important practices to increase your website’s rankings. We advise you to first read the article about Technical SEO in order to understand better how search engines work.

WHat is the DIfference between On-page & off-page SEO?

On-page SEO focuses on SEO factors and practices which optimize aspects of a website that can be considered under the owner’s control. On the other hand, Off-page SEO refers to all the SEO factors and practices aimed at promoting a website or brand around the web.

 

What is On-Page SEO

On-page SEO focuses mainly on the optimization of all website pages to affect search rankings in a positive way. It improves the domain authority of a website which in response, makes the website rank for relevant keywords. Moreover, it also helps increase the quality of a website in terms of content, user experience and accessibility for users.


9 ways to Improve On-Page SEO

  1. Core Web Vitals: Core web vitals are one of the newest on-page SEO ranking factors. They are a set of real-world metrics which quantify the user experience of a certain website. These metrics measure critical dimensions like “interactivity”, “visual stability”, and “largest contentful paint” which is basically the loading speed of the website. Focusing on improving these factors will help Google understand that your website provides a positive user experience.
  2. High-Quality Content: Posting high-quality and relevant content on your website is one of the most successful strategies for increasing your chances of appearing on a higher-result of Google search page. Do not forget, Google’s algorithms are designed to offer users the best and most relevant content for the search queries they type in. You should focus on creating content that is both visually appealing and practical. Remember the famous quote, “Content is King”. Furthermore, when talking about content, we must mention that there are many types such as:
    • Blogs

    • Videos

    • Podcasts

    • Infographics

    • Whitepapers

    • Interviews

    • Case Studies

    • Reviews & more!

  3. Keyword Optimization: Focusing on implementing a keyword research strategy is critical in order to be found by the specific audience you are aiming to target through your content. You should start by understanding the search intent of your audience and then research and analyse which keywords you should introduce in your content in order to attract relevant traffic and increase the conversions of your website. If you are interested in finding out more about keyword research strategies, we advise you to also read the following article “Keyword Research Template & 5 Tips“. The following image shows the type of data you can find when using keyword research tools such as Ahrefs.

Keyword Optimization Example

4. Internal Linking: Another important factor of On-page SEO is internally linking related pages on your website in order to help search engine crawlers understand it better and also keep users engaged for longer times. While focusing on this practice, pillar pages become a critical factor. Pillar pages are basically broader topics with which smaller and more specific ones can be connected effectively. After identifying the main pillars you want to focus on, you can create a content and URL strategy which will be effective and help you boost the searchability of those topics leading to an increase in traffic to your website.

5. URL Structure: By having an organized URL structure, you would help search engines crawl your website’s pages more efficiently. Plus, your visitors would also have a good first impression of the website too. It would be best if you tried to include keywords inside these URLs which are related to the page’s content. But, also try to keep it short to look straight to the point. In case you already created the URLs without containing the right keywords, you should not try to change them yourself, we advise contacting a professional.

6. Headings: Making your content readable is a critical ranking factor. You should focus on writing concisely and implementing a vocabulary that fits your target audience. Moreover, in order to make your content easy to read, do not forget to implement headings and subheadings to make it more organised. These tips are especially important if you write lengthy articles and how-to guides.

7. Title Tags & Meta Descriptions

  • A title tag is HTML code that gives you the chance to name a web page. These titles appear in Search Engine Results Pages (SERP) and in your browser becoming one of the most important ranking factors. You should make sure to use the right keywords and limit the length to 60 characters or less.
  • Meta Descriptions are short summaries of the content on a web page. They are shown in the SERP under the title of a page. Google usually shortens meta descriptions to 122 characters so we advise writing one of that length or slightly shorter and making it as relevant as possible to the page’s content.
  • The following images show an example of a Title Tag and a Meta Description.
  •  
Meta Description Example

8. User Experience: By providing an easy-to-use website to your audience, you increase the chances of satisfying their needs and lowering the bounce rate. Assuring a great user experience is one of the most critical ranking factors. Other than performance, readability, responsiveness and great internal linking you must also focus on usability by making the exploration of your site as smooth as possible. For instance, you should implement an easy-to-spot search bar and a navigation menu.

9. Conversion Optimization: In order to increase the chance of conversion, placing Call-to-Action buttons on your website is necessary. A CTA is a button which clearly encourages visitors to click on it. One of the most popular CTAs is “click here”. These buttons are highly effective for psychological reasons as well as helping users avoid confusion and direct them to the right pages of the website.

 

WHAT IS OFF-PAGE SEO

While On-page SEO practices are in your own hands to take care of and improve, Off-page SEO efforts are less controllable. Off-page SEO is created to boost website traffic and popularity which leads to improving SERP positioning that was initially made possible by On-page practices.

Yes, you do have less control over the result of these practices, but this does not mean that off-page is anyway less important than on-page practices. Basically, Off-page SEO is a variety of strategies created to improve the SEO of your website. Some of these strategies are social media, link building, local SEO and domain authority.

4 ways TO IMPROVE YOUR OFF-PAGE SEO STRATEGY

 

1. Building Backlinks: Backlinks are links created to connect a website to another. This type of link shows Google that the content on your website is relevant and credible which in exchange, increases the “Domain Authority” of your website. A website accumulates a more positive reputation depending on how many and the quality of backlinks it has. Building backlinks is a long process and it takes effort to create quality content. Some tactics you could use are writing guest posts for credible sources like a blog specialized in your niche and contact them. Plus, you could also check if your website was mentioned somewhere and ask them to officially link to it.

2. Google Business Profile – Local SEO: Local SEO is one of the most effective ways to improve your Off-page SEO strategy. The whole objective is about improving your Google My Business profile which focuses on making a business more visible when searching locally on Google. This method helps with building trustworthiness in your business by clearly stating general information such as location, opening hours and website. Plus, another important factor present in Google My Business is reviews where people talk about the quality and efficiency of your services which acts as social proof. The following image shows an example of Google My Business data.

3. Social Media Presence: Social media is a fantastic way to drive more traffic towards your website by increasing awareness about it through paid advertising but also organic engagement. It is important to focus on creating and sharing quality content which includes great images, relevant target keywords and also links. Social Media is the perfect place to build a brand so we advise focusing on creating a social media strategy and sticking to it. All of these efforts will later pay off by improving your off-page SEO and increasing your website’s traffic.

4. Digital PR: Focus on building a Digital PR campaign which will contribute towards off-page SEO and help you build more links. Anyways, a great PR campaign can bring the following benefits:

    • Increased brand awareness and search traffic
    • Showcase your business to your target audience
    • Driving more referral traffic
    • Help with positioning your business as a leader in the industry

 

IS ON-PAGE SEO MORE IMPORTANT THAN OFF-PAGE SEO?

 

In conclusion, both On-page SEO and Off-page SEO are critical to have a higher chance of ranking on search engines such as Google. However, before moving towards Off-page SEO practices, you might want to fully optimize your website in terms of Technical and On-page SEO first. By focusing on these practices first, you will improve the visibility and the quality of your website instead of risking sabotaging it since even the greatest off-page SEO efforts are not enough if not coupled with on-page SEO.