We all want our website to sit at the top of Google's search results, because it can increase website traffic, brand awareness and sales. So what exactly is off-page SEO, and how does it differ from on-page SEO?
1. What Is Off-Page SEO?
Unlike on-page SEO, which focuses on the inside of the website, off-page SEO focuses on the outside. Off-page SEO is the work done to optimise a website from the outside. Put another way, it is a way of promoting a website through link building, backlinks and so on. A backlink is a link placed on another website that points to ours. Try to get backlinks on good-quality websites. But be careful where you place them: don't overdo it, or Google may treat them as spam.
2. What Is On-Page SEO?
On-page SEO is the practice of optimising the content on a website's pages so they rank at the top of Google and are easy for users to find. At its core, on-page SEO is about making content SEO-friendly. In other words, you need to understand on-page SEO to beat competing websites. According to the Digital Marketing Institute, several things should be optimised in on-page SEO:
- meta description
- URL title
- alt text for images
- title tag
- internal links
- site speed
All of these need to be done well. For example, the meta description you write should follow current SEO practice: it should include the keyword and not be too long.
This makes your website easier for users to find in Google search. Other aspects, such as the URL title and title tag, also need to be done well. And don't forget to add internal links in every piece of content on your website. An internal link is a link placed in one piece of content that points to another piece of content on the same website. Do this consistently and, little by little, your website's search ranking will rise.
The Difference Between Off-Page and On-Page SEO
SEO is applied in two ways: on-page and off-page. Both techniques are essential to the success of a search engine optimisation campaign. In broad terms, here is how they differ:
- On-page SEO is optimisation done inside the website, by optimising content and several technical aspects of its pages.
- Off-page SEO is optimisation done outside the website, with the aim of putting it at the top of Google's results. It works by raising domain authority through link building, backlinks and other external optimisation activity.
