On-page and off-page optimization beginners guide : Your website have been live for a few months now. Seems like you’ve connected your website to a Google Search Console correctly and integrated with Google Analytics. Likewise, you’ve used SEO tools to optimize your posts but you’re still not receiving any traffic from Google. Why?
Although all these factors are important, is it also crucial to be wary of both your on-page and off-page optimization.
It’s no secret that Google is constantly changing it’s algorithms and regulations. For that reason, it is better to manager these changes and not lose progress by focusing on quality rather than quantity. A deep SEO audit of your website status can allow you to better understand how your on-page and off-page optimization is performing, and what actions can you take to increase your traffic and gain more visitors. Also, you can use tools like DeepCrawl, Screaming Frog or SEO Powersuite Website Auditor for a general SEO audit.
On-page and off-page optimization
What is On-page optimization ?
On-page SEO optimization refers to the practice of optimizing on-site pages ( Individual web pages ) in order to improve website rankings and increase traffic organically. As a result, on-page optimization is about improving your content and your HTML source code of individual pages on your Website.
Most common And important On-page optimization :
Use headings in your web pages
First of all, always try to use heading in your article. You can use H1, H2………, H5, H6 heading tags in your webpage. H1 being the most important and H6 the least. Due to the fact that search engines love keywords used in heading, make sure to always write articles that include headings targeted to important keywords. However, you can only use one H1 heading per page, but you can use as many H2 as you like.
Optimize images used in Web Pages
You know what search engines can’t read ? Images ! It’s not that rare to forget to optimize images you use in your website. It’s that alternative text that you see when your Internet connexion is not collaborating. Therefor, your images must contain your most important keywords in it so that search engines can link your image with your topics.
Image size is also important, search engines take into consideration your websites speed, images that are too big will slow your loading time. There are many tools out there that can help you compress your image without compromising quality ( i personally use ImageOptim for instance ).
URL link name
Your Url name should contain a combination of important and basic keyword. Therefor, the structure of your site should look like a pyramid with your homepage at the top, and some category pages beneath it. You’ll have the blog posts, pages or product pages as the categories and subcategories.
Make sure your Titles contain keywords that you want to rank for
A targeted keyword url is given a great priority is search results, as well as length and characters.
Content is king
We hear it all the time, but do we really swear by it ? Content remains one of the most basic yet important factors of on-page optimisation.Your content should be unique, well targeted and well structured. If you copy from other sources, Google will classify it as a “duplicated content” and get blacklisted and will never give you boost in search engine rank.
Code to text Ratio
On-page optimizations should also include the code to content ratio. The code to text ratio of a web page computes for the relevancy of a web page. Search engines judge your website by the content used in it. You should aim for a ratio higher than 75% in your website for better on-page optimizations.
What is off-page optimization ?
Off-page optimization helps google understand the authority and relevancy of your website’s content for your readers. Having a great backlink strategy can help you get better rankings. And once this starts picking up, result is:
- Online branding
- Growth of reach
- Increase in referral and social traffic
- Increase in domain authority
- Better search engine ranking
Google is constantly changing it’s algorithms and regulations. A better way to manager these changes and not lose progress is focusing on quality rather than quantity.
Links to focus on when you are building backlinks.
Natural editorial links
These links are editorially provides by the owners of other websites. This practice is much easier than you having to contact another person and request them to link to your pages. However, these links do not come free as you would have to provide the other owners a good reason to share their links with you. One example of a worthy reason would be creating quality content which you would share with other influential members. These links are rather difficult to acquire, which makes them very valuable. These links are strong and are often used by search engines as examples.
Manual outreach editorial links
When you perform off-page optimization, this type of link building will probably be the most common form of link building If your business is just blooming. This practice requires that you manually contact other website owners with relevant people/target segments and create quality content to convince them to link to your pages.
Self-created, non-editorial links
These links are not provided by other editors or website owners and have to be created by you. Since these are non-editorial links, they are not as valuable as the other kinds. Earlier, they used to be useful and effective on specific websites, but SEOs have been warned against using this kind of linking. These links are often created by Black Hat SEO practices, which are generally unacceptable by search engines. Google introduced an algorithm update called Penguin in 2012 to monitor and eliminate these kinds of links. SEOs have to be very cautious when implementing these links. Here are a few examples of non-editorial links:
- Unmoderated blog comments
- Article directories
- Press releases with optimized anchor text
- Signatures on guest posts
- Widgets that can be embedded
- Infographics embeds
- User profile pages
- Forum signatures
- Unmoderated directories
On-page and off-page optimization : Which is more important ?
Both on-page and off-page optimization are important. Therefor, on page optimization is something you can test in the beginning of your site launch. This is when content creation, formatting and site structure happen. Besides that, off page SEO optimization is all about the promotion of your content, such as social media, link building and guest blogging on other sites.
SEO and organic rankings in Google are still one of the best ways to increase traffic and market your site or business online. SEO is also all about the content you create and how you promote it.
Most importantly, you need to know your audience and what type of content they want. This will help with SEO and ranking for long tail keywords that your audience is likely typing into Google.
Also make sure you niche down as much as possible, as this is where you are going to find opportunity and be able to potentially establish your site as an authority and trusted resource for information.
If you want to improve your site’s SEO and make your content better than what’s currently out there, it’s all about the content creation and content promotion plans you have for your site. These are the two most important things to remember.
P.S : If you are inexperienced, you may want to consider starting with a course on SEO and start off with basic SEO practices. If you’re ready to take your website to the next level, contact an agency who will help you reach your goals.