Business leaders have many components to weigh in on to ensure a successful marketing mix, and SEO is just one of those priorities.
When SEO is then split into different variations, it can be hard to understand what the differences are and which activities have the greatest impact on improving your visibility.
What is on-page SEO?
On-page SEO is a great area of focus for businesses that are looking for quick wins when it comes to online visibility. On-page refers to the owned website, including every page from the About Us to the individual category pages.
On-page SEO requires an audit of all content to ensure that it is geared to search engine algorithms, which may include rewriting content and restructuring its presentation and flow.
On-page SEO is not only about addressing the page content that users can see and consume; it is also about optimizing the on-page metadata. This includes writing practical and keyword-optimised title tags and meta descriptions.
Think of this as clear labelling so the algorithm can understand what the content is about and position it in the right place in Google.
An example of on-page SEO would be to review and rewrite a page that contains limited content about locksmith services, optimising it to be longer content that contains more information, keywords and researched search queries.
Perhaps the page includes the areas that the locksmith services, the types of locksmith work that is available and testimonials from happy locksmith customers.
The on-page content will be both informative to the reader but also geared to be ranked in Google so that the website is positioned favourably in the SERP (Search Engine Results Page).
What is off-page SEO?
Off-page SEO is another critical component to the success of a website. Off-page refers to activities that happen outside of the website and owned channels.
Off-page SEO can significantly improve the visibility of your website on search engines through high-quality backlinks pointing to your site, which informs Google that your website is also an authority and what your searchers are looking for.
Off-page SEO can impact your rankings in a larger way, and it is considerably more work than on-page SEO.
Many activities fall under off-page SEO, including guest blogs, link-building, influencer outreach, social media, and more. Off-page SEO lets Google know what the market thinks of your website, which is why securing links from authoritative websites operating in your niche or sector is most effective.
An example of off-page SEO would be to work with a high-profile home-improvement website to create content on how a qualified locksmith can improve the safety and security of your home, linking to a locksmith’s website through relevant keywords.
This means that the high authority of the home-improvement website is transferred in part to the locksmith website, signalling to the readers and Google that this business is a strong candidate to rank for these keywords.
What is the core difference?
While both on-page SEO and off-page SEO serve the same goal, they are very different in execution. The core difference is the strategy, with off-page requiring more time to liaise with guest post hosts, media platforms, influencers and the content team who write these articles to link back to the client website.
Off-page SEO is a never-ending activity, and as product and service offerings increase on a client’s website, there are more categories and pages that will require off-page SEO support.
On-page SEO can always be tweaked and improved, although it can reach a position where it is very well-optimised and requires less work.
Comprehensive SEO agency support
An SEO agency will implement a strategic on-page and off-page plan to ensure that every part of a client’s website is in the best position to rank on Google while also sharpening the client offering so that it serves the new audience that finds them.
A quality agency will have a content team work closely with SEO specialists to curate on-page and off-page content that includes more than link-building services in Australia to educate searchers while also performing well on search engines.
By using specialist tools and tracking software, on-page SEO performance will improve significantly and continuously evolve to offer more value and ranking opportunities.
Look for an SEO agency that has worked with clients in all sectors so that they can bring a professional, creative and experienced approach to every new client.
There are so many things to consider when approaching your website’s performance and measuring how successful it is on Google. Address your on-page SEO and consider an off-page SEO strategy.
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