Recognizing the differences of on-page and off-page SEO is fundamental for a successful SEO campaign. For small businesses it’s necessary to use all the techniques on-page and off-page SEO offer so your website can rank as high as possible on various search engines such as Google and Bing. It’s important to keep in mind the same amount of effort needs to put towards both categories.
On-page SEO is in direct control of the the publisher, all the things you can do on your website such as content, HTML and architecture. I won’t go into great detail what each one is because it’s a lot of information. The architecture of your site consists of the “crawl”, duplication, speed, Urls, and clocking. All of these have to do with how your site will be searched so if you don’t have a good base your site will likely not be found on search engines. Some of these can be used in a negative way, such as cloaking. This is when your colours or design “cover” words you want your pages to be found for.
The content is a major part of on-page SEO because this concerns the quality of your writing. It should be engaging and fresh. You should start with doing research on the keywords people will use to find your site. Ads are a major part of the content and can be harmful for your SEO if your page is too ad-heavy especially if the ads are on top or bottom of your page.
Off-page SEO consists of all the elements you don’t do on your site. These elements are influenced by visitors, readers and other publishers. Of-page factors include links, social media, personal information and trust.
I think links is the most important factor concerning off-page SEO. Links are what other websites have created pointing to your page and domain, also known as backlinks these play a major part in your off-page SEO. However, the quality and the structure of these backlinks are also of great importance because of the Google algorithm updates like Penguin and Panda. You want a wide variety of words and phrases linking to your site, not just repetition of your targeted keywords. The quality of your backlinks indicate authenticity of your link profile.
How trustworthy your backlinks are also plays a role in your off-page SEO success. Low quality content makes a site less trustful so be sure the sites that link to you are high quality. Social media also plays a big role in your off-page SEO success because depending on how popular a site is on social media it impacts rankings. You should be very engaged on social media platforms so you can get direct traffic from clicks on your shared content but also organic rankings.
If you can keep all of these factors in mind for your SEO plan you can have outstanding results, but be sure you use both on-page and off-page not just one or the other.