Comprehensive optimization is an ideal solution for website promotion. The use of various SEO tools alone gives only temporary results, while the adherence to a multi-component approach can significantly increase the effectiveness of the chosen strategy. The process of multi-stage website promotion involves the consistent use of on-page and off-page SEO techniques. So what tactic will work for your online business, and what exactly is covered by off-site and on-site SEO? Let’s have it straightened out.
What Makes On-Site & Off-Site SEO Different
When talking about on-site internal optimization, experts usually mean various technologies and tools that can significantly improve the quality of content, significantly speed up page loading, and eliminate the risk of technical failures. On the other hand, the off-site optimization procedure involves the use of high-quality marketing and advertising campaigns to increase website traffic.
Features of On-Page SEO
On-page or on-site optimization is a popular SEO tactic that tweaks the structural elements of a website to increase its visibility to audiences and search engine robots. Internal optimization includes a number of interrelated processes that altogether improve the structure of the site, focusing on the current features of the Google algorithms. Ultimately, a well-optimized on-page site will gain ranking privileges.
On-page optimization involves the following:
- Content management and KW selection for a relevant semantic core of a site;
- Technical audit of the site and elimination of various kinds of failures that affect the current loading speed of all webpages;
- Compilation of meta tags (page titles and descriptions) and making sure that they contain appropriate keywords;
- Adding an alt attribute to images, videos, and other graphical assets posted on the site;
- Website adaptation for comfortable viewing on different devices;
- Removing technical errors and optimizing the HTML code;
- Regular updating of information posted on the site using quality content;
- Maintaining a balanced ratio of keywords in all tags and posted texts;
- Building a high-quality internal site structure by linking web pages.
The main goal of the on-page SEO approach is to create conditions for accelerated indexing, while the strategic goal of such a promotion method is to significantly increase the conversion rate by attracting traffic. Search engines generally have a positive attitude towards on-page optimization in the process of creating a site. However, if necessary, on-page SEO can be carried out on an indexed site.
Internal optimization tweaks the structural elements of the website and compares the results obtained with the normative indicators recommended by the search engines. When a Google robot crawls a site, it not only checks the relevance of web pages to a specific list of search queries. The updated algorithms imply an in-depth study of the entire site. If the pages are optimized in accordance with current requirements, the search engine provides improved conditions for quality rankings. As a result, the site can take extremely high positions on the SERP and perform well.
Features of Off-Page SEO
External optimization (off-page or off-site) is one of the stages of site promotion. It includes various processes that can affect the availability of the site, its behavior in search results, and traffic growth. Off-page SEO strategy involves the preliminary implementation of internal optimization for the needs of the search engine. The consistent implementation of a series of activities that are considered external to the website will increase the level of trust in the promoted site.
Off-site optimization includes the following:
- Participation in affiliate marketing programs, registration in directories and ad networks;
- Placing quality backlinks on reputable and proven web resources that link to a promoted site;
- Selection and placement of optimized anchors;
- Development and maintenance of blogs with the link reference to the site you are promoting;
- Social media marketing (SMM) tools and website optimization tailored to the requirements of such sites;
- Launching programs for contextual advertising;
- Adding links on sites related to the promoted web resource;
- Crowd marketing for posting expert reviews and comments with a link to the promoted site.
Off-page optimization involves the creation and placement of external links on third-party sites. The goal of this SEO technique is to find and attract traffic from various external sources (social networks, forums, partner sites, etc.). At the same time, the tasks of external and internal optimization are absolutely identical. By undertaking such activities, SEO specialists increase conversion rates.
How to Combine Off-Page and On-Page SEO?
The off-page or on page SEO activities are carried out with the intention of optimizing pages for search engines. The level of trust in the website from the audience largely depends on the quality of its optimization. Correctly selected components of the promotion strategy affect the consistent development of the site in the long term. Therefore, search engines recommend using only authorized (legal) white SEO techniques.
Complex optimization stages:
- Web audit and the collection of analytical data for the subsequent planning of a website promotion strategy;
- Implementation of internal search engine optimization according to on-page SEO techniques;
- Performing external promotion by using various off-page SEO tools;
- Monitoring and maintenance of an optimized website.
Drawing up a multi-component optimization program involves the selection of promotion mechanisms that are guaranteed to bring a positive result. If the site owner refuses to perform on-page SEO, the effectiveness of external promotion can be questioned. This is due to the risk of technical failures. A site that loads slowly, has a low usability score and is filled with low-quality content usually has an extremely high bounce rate. As a result, search engines lose confidence in it.
Failure to perform off-page SEO leads to a decrease in traffic levels, posing an indirect impact on subsequent advertising campaigns. By posting quality reviews, launching viral marketing campaigns, and implementing SMM, you can easily attract an audience to the site. In turn, the presence of high-quality content on the promoted site, optimized for the needs of both visitors and search engines, has a positive effect on the growth of the conversion rate. So, think globally and you will reach impressive results.
