If you have been reading my blog, you can see that I discuss digital marketing and SEO in general. If you are in the SEO field or if you are taking SEO training, you will certainly come across these terms: On-Page and Off-Page Optimization. These are things that matter a lot in SEO and therefore, the optimization of your website. Both are indispensable and paramount to your website’s top rankings in search engines. These techniques, when applied in the correct way, can help in getting your site easily found by the search engines in response to a particular query by a user, which contains the relevant keywords.
Even as the significance of social media like Facebook and Twitter has increased in the recent times changing the whole nature of SEO today, it is remarkable that each company use the practice of On-Page and Off-Page optimization for making their websites come up at the top in the organic search engine listings. Though these activities have different characteristics, they are done for achieving the same goal of being on top in Google.
So let’s take a look at what on-page and off -page optimization are.
On Page optimization relates to techniques which you can directly apply onto your website to make it look presentable to the search engine. These are concerned with changing the website’s title and description, header tags, internal linking, Meta tags and Meta descriptions. This helps in increasing the legibility and in making your website updated and fresh, thus helping in making an SEO friendly website that’s also in tune to what visitors are looking for. Here are the most important components that are part of On Page SEO:
- Content: It’s the content on the web page that is talking to the visitors and tells them about your organization. Recalling that content is king; your website should have rich content that is appealing to the viewers while having relevant keywords that meet your business objectives. Also after the Google panda update, it’s only those websites with quality content that can attain top rankings. This is because of some of the websites following the practice of having bad quality links with mediocre content.
- Title tags: These tags don’t show up on the page but are coded into the HTML and visible at the title bar of the website. It’s also shown up on Google when it shows your website in the listings for a search engine query. These titles should at all times contain the relevant keywords related to what your business or website is about. That way, your website has the highest chance of being shown by Google on the top when someone searches for keywords matching your title.
- Meta Descriptions: These have the same nature as the title tags in that they are given in the HTML code of the website and are shown as the description by Google. This can be treated like a small word-of-mouth advertisement about your business in 150-160 characters Again, it’s worth noting that the Meta description should also contain the right keywords, which will be highlighted by Google on the search engine results page as well as persuade the visitor to click onto your website if he sees the description he wants.
- Heading Tags: Your headings (H1 tag) and subheading (H2, H3, and H4) should contain all the possible keywords and key phrases that are related to your business services. Search engines pay attention to those header tags which are enriched with the right keywords.
- Internal Links: Links within your page are useful for simple and easy navigation on the website and when these links are coupled with the right keywords, it can make your website recognizable in the eyes of Google.
Off Page optimization
This is done indirectly and off the web page to increase the popularity of your website across the internet.
- Online Reputation Management (ORM): Negative listings and reviews can take a toll on your site rankings in Google and thus be an injury to your business, its associates, and employees. ORM helps in positive promotion of your website across the internet with the help of social networking sites to share encouraging and promotional content to the viewers online.
- Back linking: When your website is linked from other sites that are not part of your business, Google trusts your website for the credibility and uniqueness the matter on your site. When such content is broadcasted in the right way to the right customers, you can get linked more by others. This is also called link baiting.
- Social interaction on your website: When you can gather likes from Facebook users on your website or if your content is tweeted a lot of times, your website rankings can go up. You can also engage by replying to questions posed by the visitors of your site to create and maintain activity on your website.
- Blogging: When visitors find a blog on your web page, they will be thrilled to know about your business products and services. Video blogging can convey how-to’s and many inspirational imageries and visual content that’s interesting and compels the viewers to share or take action. This way your site gets linked and Google crawls through these links, thus positioning your web page at the highest in the Google listings.
There are also some more off-page SEO techniques and those are social bookmarking, directory submission which is concerned with submitting your site link to various web directories as well as blog and article submission.