You may have heard the terms on-page and off-page when referring to search engine optimization but you may have never learned what the difference is between the two. Don’t you want all your optimization on your website’s pages? Isn’t that the whole goal for SEO? Well, not exactly. As important as on-page optimization is, off-page is just as critical if you want to rank your website well. So, what is the difference between the two, you ask? Let’s take a gander!
Let’s start with content. Ever heard of the saying, “content is king.”? Content is a huge factor in on-page optimization, but wait! Before you start furiously typing away you need to know the difference between content and good content. Search Engines favor good content over everything. What is good content exactly? Good content is content that is linkable, readable and informational. This means content that people look at and find that it is relevant information to what they are looking for and find it to be so good that they are willing to share it with their audience. Stuffing your target keyword 100 times into a tiny paragraph isn’t fun to read nor does it count as good content. They call this over optimization and it is frowned upon by both search engines and your great grandma Betty!
Another big on-page optimization technique that many people miss is image optimization. Search engines not only crawl the text on your page, they also crawl the keywords in your image file names. It is easy to just upload a photo and let the name your camera gave the picture upload with it, but don’t miss this huge on-page opportunity. Images can rank just as well as website pages can. Also, change your alt tags which are also known as text alternative tags. This refers to the text you see when you hover over a picture if the picture cannot load for whatever reason. This gives your readers an idea of what the picture would be, and also gives the search engines more juice to rank your images with. Stay away from keyword stuffing your images. Your alt tags should describe your picture as if you were verbally describing a picture to someone. Naming your picture, “alt=buy+my+stuff+I+need+money” doesn’t describe your picture and won’t rank well.
Is your website mobile friendly? We all have our phones with us 24/7 and if your site can’t be viewed on mobile- you are not making the most of your on-page optimization. A not-so-mobile-friendly website is a site where you have to scroll to see the rest of the sentence or where you have to zoom in to see text on a page. Search engines don’t like this and neither do the people who happen to click on your website. Wonder if your site is mobile friendly? Here is a link to check what your site looks like on different devices.
Now, for the off-page! A great way to describe off-page SEO is by using an example. Let’s say your website represents the newest restaurant in town. You know it’s an amazing place to dine at because 1. You own it and have put blood, sweat, and tears into building and 2. You are using your great grandma Betty’s famous sauce recipe that has been passed down for years because of how good it is. Well, you decorated the restaurant and spent hours and hours cooking and opening day comes and…. no one shows. Wait, why didn’t anyone come!? IT’S YOUR GRANDMA’S FAMOUS SAUCE FOR GOODNESS SAKE! While you did everything you were supposed to do as far as getting everything set-up and cooking that sauce the way only your grandmother would, you forgot to tell people you were open! This is what off-page optimization is. Off-page optimization is building your site’s credibility by sending social signals to your website via links, social media platforms and review sites like Yelp and Google Reviews.
Social media platforms are what makes the world turn in 2017. If it isn’t on social media, did it even happen!? Let’s look at Facebook. Everyone and their mother seems to be on it now. Not only is it great for stalking past lovers, but it has now turned into a great way to reach your would-be clients. Facebook is growing and will only get bigger. Here are some stats on the old book of faces. Facebook gets 1.6 billion daily users on it each day. Wait, what!? Yup, you read that correctly. Facebook is a huge way to reach your audience and Facebook made it even easier to target those you want to market to with their Facebook target ads.
Do you hear birds, because I am hearing some serious tweeting going on. Twitter isn’t just for kids anymore. Did you know that 88% of businesses 100+ employees use Twitter for marketing purposes? Depending on your target market – Twitter is an easy way to connect to the community (in 140 characters or less).
Google what? Google Plus! Google+ is one of the most underused social platforms out there. If we want to rank on Google, why would you not use its social platform!? Did you know that pages shared on Google+ are indexed more quickly than almost any other content? Go figure. Google likes what Google does.
LinkedIn isn’t just for finding a job anymore. There are more than 450 million user profiles. What are the odds that someone on there is in your target market? I am not a gamblin’ man, but I am going to say pretty high and LinkedIn is a lotto you should be playing with your business. LinkedIn also came out with advertising for its users. Can they make this marketing thing any easier!?
You need to be on Youtube. Did you know that YouTube has a billion users? That’s almost one-third of all people on the Internet. Wait. Did you just tell me that my target market is in one place wanting to watch things I upload?! Why yes, yes I did! Over 50% of marketers around the world say that Youtube has the biggest ROI for them.
So, now you know a bit more about what it means to do on-page and off-page optimization for your site and the difference between the two. Utilizing both will set you up for the best spots when it comes to search rankings. There any MANY more ways that you can do both on and off-page SEO, but a marriage of the two is what you need for a successful online presence for your business. Want to see where your website stands currently? Let us do a site audit for you and we will tell you exactly what you are excelling at and where you can improve!