On-site and off-site SEO are two different approaches to optimizing a website for search engines. On-site SEO refers to the techniques and strategies used to optimize a website's content and structure, while off-site SEO refers to the techniques and strategies used to improve the website's visibility and authority through external links and mentions.
On-Site SEO
On-site SEO includes optimizing the website's images, content, meta tags, videos, and other elements to make it more easily discoverable and understandable to search engines. It also includes things like using keywords in the right places, making sure the website's structure is easy to navigate, and ensuring that the website is mobile-friendly.
Proper on-site SEO starts at the web design phase, and should be baked into the entire build process.
Keyword Research
Keyword research is an important aspect of on-site SEO because it helps to identify the keywords and phrases that potential customers are searching for. By including these keywords in the content and meta tags of a website, businesses can improve their visibility in search engine results when people use them as part of their search terms.
Keyword research can also help businesses identify and target long-tail keywords, which are more specific and less competitive than broad keywords. These long-tail keywords are often used by people who are further along in the buying process and are more likely to convert into customers. For example"
“Where can I find a blue dress in Gilbert, AZ for less than $50?”
While there are not a lot of people that will search for this on a monthly basis, the ones that do have high intent to take action. Proper keyword research can help identify these.
Additionally, keyword research can help businesses to understand the intent behind the search queries, which can help to create content that is more aligned with the needs and interests of potential customers. This can lead to a better user experience, which can also help to improve visibility in search engine results.
Another important aspect of keyword research is to identify the keywords that are already driving traffic to the website, and optimize them to increase the traffic and conversion rate.
Website Structure
Website structure includes elements such as headings, subheadings, and bullet points to organize content, as well as using internal linking to connect related pages on the website. This makes it easy for both users and search engines to understand the content and context of the website's pages.
Website structure is important because it helps search engines understand the organization and hierarchy of the website's content, making it easier to crawl and index. This, in turn, can lead to higher rankings in search engine results. A well-structured website makes it easier for search engines to understand the relationship between the pages and the overall topic of the website.
A clear and intuitive website structure also makes it easy for users to find the information they're looking for. This can lead to a better user experience, which can also improve search result rankings. Its important to remember the user is the ultimate goal, and not the search engine bots.
Optimizing Images and Video
Optimizing images and videos helps to make them more discoverable to search engines. This can lead to higher rankings in search results, improved user experience, and increased traffic.
Images and videos can be optimized in a number of ways. For example:
- Using descriptive file names
- Compressing file sizes
- Using alt tags to describe images
Alt tags are text descriptions that are used to describe the content of an image, and they are displayed to users when the image cannot be loaded. This can be useful for users who are visually impaired. Also, since Google can’t “see” images, the alt text helps it understand what the image is about.
Additionally, captions and transcripts can be added to videos, to provide more context and information about the content. This can also help search engines understand what the videos are about and make it more discoverable to users.
Optimizing images and videos can also help to improve the loading speed of the website, which is an important factor for both user experience and SERPs.
Off-Site SEO
Off-site SEO, on the other hand, refers to the strategies and techniques used to improve a website's visibility and authority through external links and mentions. The primary focus of off-site SEO is link building, which involves acquiring links from other websites. These links can come from a variety of sources, including social media, directories, and other websites within a niche or industry.
Link Building
Link building is an important aspect of off-site SEO because it helps search engines understand the relevance and authority of a website. Search engines use links to determine how pages are related and to evaluate the credibility of a website.
When a website has a large number of high-quality links pointing to it, search engines view it as more authoritative and trustworthy. This can lead to higher rankings in the SERPS, and can drive more traffic to the website.
Search engines like Google also look at the text used in a link to a website. If a website links to another with the term Oranges for sale, it helps the search engine understand what the content is about.
Social Media
Social media is important for off-site SEO for several reasons:
First, social media platforms can be used to promote a website and acquire new links. When users share a link to your website on social media, it can help increase visibility and drive traffic to your site. Additionally, this can also lead to new links being created as other users see the link and click through to your website.
Second, social media can be used to build relationships with other industry experts, influencers, and potential customers. These relationships can lead to new links and mentions of your website, which can also help to improve visibility and drive traffic.
Third, social media can be used to improve brand awareness and to establish your business as a thought leader in your industry. This can help to attract more links and mentions naturally, which can help to improve authority.
Lastly, search engines are increasingly factoring in social signals as a way to evaluate the quality and authority of a website. So having a strong social media presence can help to improve your website's visibility in search engine results.
Local SEO
Local SEO helps to optimize a website to rank well for local search queries. With the rise of mobile devices and the increasing use of location-based search terms, it's more important than ever for businesses to optimize their websites for local search.
One of the key aspects of local SEO is creating a Google Business Profile. This allows businesses to manage their online presence across Google, including Google Search and Google Maps. By providing accurate and up-to-date information, such as address, phone number, and hours of operation, businesses can improve their visibility in local search results.
Another important aspect of local SEO is claiming local directory listings. This includes directories such as Yelp, Yellow Pages, and other industry-specific directories. By claiming these listings and providing accurate and consistent information, local search results may be improved.
Building local citations, which are mentions of a business on other websites that include name, address, and phone number, is also an important aspect of local SEO. These citations help search engines to confirm the existence and location of a business, thereby increasing the trust it has in the business itself.
Summary
On-site and off-site SEO are different but equally important aspects of website optimization. On-site SEO focuses on optimizing the website's content and structure, while off-site SEO focuses on improving the website's visibility and authority through external links and mentions.
By implementing both on-site and off-site SEO strategies, businesses can improve their visibility in search engine rankings and drive more users to their website.