One of the key factors in having a successful website is how well it ranks on search engines like Google and Bing. There are two main factors that affect how high a website ranks on search engines: on-page SEO and off-page SEO. On-page SEO refers to all the SEO work that is done on your own website, while off-page SEO refers to all the SEO work that is done off your own website.
What is On-page SEO?
On-page SEO is the practice of making your website rank better. You, as the website owner, have complete control over this. Once you have mastered on-page SEO, you can engage your audience through your content while showing how relevant is it to the search engines.
Factors That Can Improve Your On-page SEO
Content is king and always will be. This is the reason that individuals visit your site is to obtain information. Google will measure how useful the content is. While there is no magic number of words, aim to have at least 500 centered around your target keywords to cover all the relevant topics of the search query.
But the content that is placed on your website not only needs to be informative but also engaging and exciting.
This content can come packaged in a variety of ways. It does not need to be just paragraphs of words. Individuals also benefit from viewing content created for:
- Web page copy
Despite what some say, keyword optimization and keyword research are still crucial for on-page SEO strategy. Google does like the keyword to be used close to the title, but it needs to sound natural.
To find your relevant keywords, think about what your audience will be searching for. Then create content that is centered around these primary keywords.
If you have a relatively new website, focus on targeting long-tail keywords.
Here’s an example:
If you are a plumber in Perth, you can create content around Perth plumbing companies or Perth plumbing services instead of targeting Perth plumber.
The title of your website is also known as the title tag. Be sure to pick your title tag carefully, using 65 characters or less. Avoid keyword stuffing, and be sure to include your brand at the end of the title tag, separating it by a pipe bar (/). An example of this would be:
- On-page SEO/Optimization for You
Obtaining a solid website and content structure will ensure that your site will rank higher on the SERPs (Search Engine Results Pages). The better the site structure, the better the user experience can be.
Ideally, your website’s structure should look similar to this:
- Homepage: The homepage should link to the most critical pages on your website. This will assist users in navigating the website. By doing this, you ensure that your visitors are more likely to get to the pages they want to be on. At the same time, you are telling Google that these pages are essential.
- Sections or categories (all types of content should be able to fit under one of these sections): By dividing your site into categories, you will assist both Google and the user makes sense of every page on your website. An example of this is if you own a pet store, divide it into sections of animals, such as cat, dog, and bird.
- Subcategories (but only if your site is large): Subcategories are essential as they keep the site looking clean. These should be used if your site is large, such as the pet store above. A subcategory example under cats could be cat food, cat toys, or cat beds.
- Individual pages and posts
Linking to related pages on your website allows the search engines to crawl more efficiently on your site. An added benefit is that your visitors will be likely to stay longer on your website.
With internal links, the anchor text will need to be relevant. You can obtain this result by selecting a word or phrase related to the page you wish to link to. An example of this would be if we wanted you to go to a page about setting up an anchor text, we would make the phrase “anchor text” a clickable hyperlink. These are generally underlined and in blue.
Navigation and User Experience
Categorizing and linking posts and products so your visitor can easily find them is crucial to having an excellent user experience. As soon as a new visitor lands on your site, they should understand what products you have or what your content is about.
Users want to have a good experience when they visit your site. If they do not, they will not return.
By optimizing your website to have your pages load fast, your user’s experience will be better. If a visitor is not able to find what they are looking for quickly, they will become frustrated and leave your site.
If your website is not loading fast, there are several things that you can do to increase the loading speed. Try to compress the images as it will not hurt the quality of the picture.
If you have repeat visitors on the site, it is helpful to set browser caching. This will allow them to pull up the cached version, so they do not need to wait for all the images to re-load.
Consider using Google’s tool, PageSpeed Insights, to analyze your site. Tips will be suggested on how you can optimize load speed. These suggestions may include reducing HTTP requests, permitting Gzip compression, or decreasing all CSS, JS, and HTML.
Google uses Schema Markup for SERP snippets. These SERP snippets could be for a number featured snippet, a paragraph featured snippet, a Youtube featured snippet, or a bullet featured snippet. There are various others as well.
Various kinds of Schema Markup could pertain to your website. These include:
- Job postings
- News articles
- Local business
- Business function
- Business events
- Products and offers
- Search results
- FAQ page
What is Off-page SEO?
Off-page SEO is the process of building your prestige of your domain utilizing links from other high-quality websites. Anything that takes place off your website contributing to your website ranking is considered an off-page SEO strategy.
Think of it this way. You are laying in a pool that has a few feet of water in it. As more water is added, you move up until no more water can be added and you are at the top. In this case, you are acting as your website, and the water is acting as your links.
You can calculate how much domain authority your site has compared to other sites using the Moz Link Explorer tool. With this, you will be able to:
- see links to any site
- research competitor backlinks
- check the spam score of your backlinks
- find broken links to your site
- research top-performing piece of content
- discover link building opportunities
- analyze anchor text
- see new and lost links
- domain authority checker
Factors That Can Improve Off-page SEO
Off-page SEO can drive organic traffic to your website and help you create brand awareness. Backlinks from relevant websites can improve your off-page SEO tremendously.
Having backlinks is essential to your website to not only help boost traffic and improve your search ranking but also secure authority to your site and enhance the customer experience.
There are three main types of backlinks: Inbound links, outbound links, and internal links.
What are Inbound Links?
Inbound links are the best type of links to have. By making sure you have unique and high-quality content, your site will have links that come from authoritative websites naturally.
The quality of links is more important than quantity. To obtain the best links, be sure to utilize the following:
- Create content that generates interest
- Ask good candidates to link to your site.
- Search for high-authority domains, such as those that end in .edu
- Link diversity should occur.
- Bad links should be disavowed.
What are Outbound links
Outbound links can also help your off-page SEO by making you rank higher.
You can create outbound links by linking a related source of content that is more in-depth. This can significantly boost the authority of your site and help your visitors by providing them greater value. Be sure to use only legitimate sites and have the link open in a new window. This will allow your users to keep reading content on your site.
What are Internal links
Internal links will link to your website. This can help keep your users on your site for longer periods and decrease bounce rates. Link only to relevant pages within your website. Google will see that those pages that are linked to the most are significant.
Google will crawl your website using internal links. The first internal link it sees on the homepage will follow, beginning to connect each page’s relationship and post with one another.
Many website owners will also add internal links to their most popular or newest posts.
What is Considered as Good and Bad Backlinks?
Not all backlinks are created equally. Remember, we said quality is better than quantity. Do not settle for any link because there is a huge difference between good and bad backlinks.
Naturally, good backlinks are helpful for your site to rank. And bad backlinks will end up doing more damage than good.
Try to obtain links from large domains such as Wikipedia. And if you want powerful links, consider ones from .org that are non-profit, .edu that is education, or .gov from official sites.
Be sure to use backlinking analysis using tools such as Ahrefs or Semrush when obtaining backlinks. While there are many analysis tools you can use, some are better than others.
Good backlinks will not come from spam sites. The site will be trustworthy and be related to your content.
Bad backlinks can get your site penalized by Google. These can be determined by the following:
- Links with duplicate content
- Links from spambots
- Links to valueless sites
If you can get backlinks from social media, also known as social signals, it can be a massive plus to your website. Individuals on social media will only share content if they find it engaging, useful, or interesting.
Social media can allow you to connect to a potentially large audience. Through this, you can connect with other brands and bloggers, as well as journalists and influencers. Ensure that these individuals are all in your niche to begin to grow your relationship with them. Joining blogging groups can also be very beneficial to your brand.
You have probably heard a lot about hashtags, which are a great way to share your relevant content. If you want to communicate with others via Twitter, consider using hashtags as a way to reach out.
Platforms such as Reddit and Quora are often overlooked but can play an important role in obtaining no-follow links. Remember, if you post very engaging content, it will be popular, allowing more people to see it.
If your content is infographics, turn to Pinterest. People are more likely to link to your infographics if they are up to par.
What’s More Important?
When it comes to SEO, both on-page and off-page SEO are essential. They work together to complement your website, improving your website.
It is essential to do on-page SEO first, as if you do not have the right target keywords, high-quality content, an excellent website structure, and other on-page elements, you will not get far with off-page SEO. Once you have done on-page SEO, you can work on off-page. Just be sure to keep on doing on-page the entire time.
When it comes to SEO, the best practices will rank your site higher than you imagined. You need to do both on-page and off-page SEO. Without on-page, you would not be able to do off-page. And if you leave off-page out of your SEO tactic, you miss out on ranking even higher.
Content is and always will be king. Add value to your site by writing engaging content that others will want to share. With the assistance of high-quality backlinks and social media shares, you can focus on obtaining a higher audience.