Google Search Algorithm is changing rapidly. If you want to reach the highest positions in the Google Search Results, you have to be still up to date. This is why you have to know the difference between on-page and off-page SEO, and you have to take care of both.
10 years ago, SEO was totally different than it is today. Search Engine Optimization pros were focusing on stuffing websites with the keywords and collecting the links from everywhere. Not surprisingly a lot of websites were so much stuffed with the keywords so they were difficult to read.
Google bot was not as smart as it is today. On these grounds, these types of websites were listed on the highest positions in the Google Search Ranking.
Today Google focus more on the user positive experience than crawlers and this turned the SEO world upside down. This is why a lot of websites even do not have META keywords tag. It is not as much important today as it was a few years ago.
10 years ago, people were collecting links from everywhere. A lot of links were from irrelevant websites. Today collecting the links from irrelevant websites just to manipulate website’s position in the Google Search Ranking is prohibited: https://support.google.com/webmasters/answer/66356?hl=en
The Difference Between On-Page and Off-Page SEO
In general, on-page SEO focus on everything that you can improve by yourself on your website. And off-page SEO is every activity outside your website that is increasing your domain trust.
I started with the “page performance” on purpose. Website performance is really important because it has great impact on user positive experience. Before you start with SEO you have to be sure that:
- Website is loading fast – you can check it here: https://tools.pingdom.com/
- Website is well seen on every device like computer, tablet, mobile
- Website code is well written
- Website has installed SSL certificate properly
- Website has proper navigation which is clear for the user – it’s good to use “breadcrumps” https://developers.google.com/search/docs/data-types/breadcrumb?authuser=1
Google will rank your website higher when it does not have bugs in the source code.
High quality content
Writing high quality content is one of the most important on-page SEO tactics. High quality content is the content which fully answers the questions users ask, so the users do not have to go back to the Google and search again.
People really do not like when they search for something and once landed on website, they cannot find the answer. When they close your page quickly this is an information to Google that your content was not valuable. And in that situation Google will rank your website lower.
So, the most important is to answer the question the best way possible. If the user will like your content it will share it over the Internet, and you gain more valuable links to your website.
The easiest way to do this is to find what content your competitors are publishing and write better version. If you want to know what content your competitors are writing you can use this great tool: https://buzzsumo.com/
Remember to write short paragraphs so they are easy to read for the users. It’s also good to add some pictures or videos, and even the table of contents. When you are doing this, you show to Google that you care of the user positive experience.
The more user will be satisfied the better your website will ranked in the Google Search.
I know that I have written that placing the meta keywords tag is not as much important as it was 10 year ago. But keyword optimization is still important. Before you develop the content check which keywords would be the best.
Sometimes really similar keywords have a huge difference when it comes to the monthly search volume. Just check if the keywords you chose are popular. You can check it here free: https://trends.google.com/ or use paid software like https://ahrefs.com/
But remember to avoid “keyword stuffing” https://support.google.com/webmasters/answer/66358?hl=en&ref_topic=6001971
Title Tag and Meta Description Tag
Title tag is the title of your website. It should be the same as your <h1> tag. This is great place to add a keyword there.
Another thing about title tag is that it will be visible as the title of your record in the Google Search Results.
Meta Description tag is responsible for the description seen below title in the Google Search Results. This is another great place to add keywords.
It’s important to have diverse of title tags and meta descriptions on your website. Each of your pages should have different title and different meta description.
Most of the search engines use a maximum of 60 chars for the title tag and 160 chars for the meta description tag.
When you are developing meta titles and meta descriptions think about them like short ads in the newspaper. Write the best text possible and remember to focus on the right keywords.
Social Media tag
Remember to take care of how your website will look like when shared via social media. This is really important. If you want to check how your website looks when shared via social media just type the link to your website on Facebook, Twitter, or LinkedIn. You can also use special validators to check it:
Alt text for images and Title on tag <A>
Each website has a lot of images and links. This is another place where you can place keywords. Add alt text to each image on your website and the title to each <a> tag. But remember it should look natural. You have to avoid “keyword stuffing”.
Just properly describe the image in the alt tag. Do the same with the title in each <a> tag.
Off-page SEO is about everything which is not on your website but has the impact on your website’s position in the Google Search. It could be backlinks, domain authority, social promotion and so.
Domain authority is some sort of contest. Google is giving each website a number from 1 to 100. The higher number the better. Some of the things that have impact on domain authority are: how old your domain is, the amount of proper backlinks and the number of the 404 pages.
As you can see it is all about positive user experience. If the users like your content they will share it over social media and on their websites. Thanks to that you collect more high quality backlinks.
If you want to know how to get backlinks check my article: https://businessdevelopment.life/how-to-get-backlinks/
You may also like my article 5 SEO Tips to Boost Website Traffic: https://businessdevelopment.life/5-seo-tips-to-boost-website-traffic/
So, the off-page SEO is everything that improves your domain authority. Off-page SEO is a long-term activity which could get you more clients. But if somebody will not do it right your website could even vanish from the Google Search.
This is why you have to be sure if your SEO consultant has the best knowledge about what he is doing with your website.