What’s The Difference Between On-site and Off-Site SEO?
You have a great website but it never gets seen. How do you fix that? There is a great way to get your audience in front of your site organically. It’s called Search Engine Optimization. It’s no secret that SEO is important. You may have even heard about on-site and off-site SEO. But what do those terms mean and how can you as a small business owner get them to work for your website? Knowing the difference between on-site and off-site SEO id the first step to success.
Starting with your own website is the first place to begin when optimizing for search engines. This is known as on-site SEO. Everything you do to further your rankings within your own website is on-site. Search engines actually care about their users. They want to deliver a high quality service and in order to do so, they have specific rules as to how they find good content for searchers. Here are a few techniques used in the on-site method:
Keywords and Meta Data
Select a group of keywords or phrases describing your business and/or product. Then use tools like Google Keyword Planner and Wordstream to find out which words or related words are being searched. Take specific terms that match your buyers journey and add them to the pages and meta data for your site. Also work the keywords for each page into the copy on the page. Use it once in the headline, and at least once in the body copy. Be careful not to overload a page with the same keyword but rather provide strong supporting text and value. Keywords are not as important as they used to be and the overall information on the page is what will make/break your on-site SEO ranking.
Page Load Speeds
Speeding up the delivery of each page also helps with your overall ranking. Search engines want to be able to serve up relevant content quickly. If your page has terrible load times, it could hurt the overall ranking of the site.
Authoritative and Unique Content
Google doesn’t like it when you duplicate information that can be found elsewhere online or even on your own website. Each page should have a clear and definite purpose and be fully fleshed out with supporting text. This gives the page its own uniqueness and authority which is good for ranking (and for your users).
Creating links to other relevant content within your own website is very important. Whenever possible, link to articles or pages that already exist on your site. This tells search engines that your are producing information that is useful, ongoing, and relevant to the topics talked about.
Off-site SEO is a whole other task. Getting other sources outside of your own website to show support for your presence is what off-site is all about. When more authoritative or growing platforms refer visitors to your website, it shows search engines the value you offer in a major way. It is one thing to talk about yourself at a party, but if the host starts talking up your abilities, there is much more interest created on your behalf. Here are some basic steps to improving off-site SEO:
Getting back-links may be the hardest part of off-site SEO. There are two methods of doing this. The first one is to offer extreme value on your website and ask people to share it. Eventually the value will get seen by others and they may begin to refer others back to you. Another way to improve back-linking is to reach out to the types of authoritative presences that you would like linked. You’d be surprised how making the right connections can get more traffic and authority behind your site.
A sitemap is the structure of your website. A list of all the pages and how they interact with one another. Submitting your website’s sitemap to major search engines can increase their ability to read what your site does and thereby improve your rank.
If your business is struggling with with any of these techniques, NeuWeb Marketing has the expertise to help you improve your rankings. If you’d like to talk more about specs and pricing, click here.