Technical search engine optimisation is split into two main categories: on-site and off-site optimisation.
In simple terms, on-site SEO refers to the techniques that you can implement on your website to make it more search engine friendly. Off-site SEO refers to everything that happens outside of your website such as, backlinks, social media shares, and guest posts which in turn signals to the search engines that your content is badass!
On-site (also known as on-page) SEO helps users and search engines quickly identify if a page is relevant to a user’s search intent. If you want to rank higher on search engine results pages (SERPs) and gain more relevant traffic to your website, there are two different elements of on-site SEO you need to consider; content and technical.
Search engines are not stupid! In fact, their sophistication has grown dramatically over the years and it’s no longer possible to rank high just because you’ve stuffed a page full of keywords. Search engines are able to understand the context of a page based on the use of synonyms and the frequency in which word combinations are mentioned.
Creating any old content just won’t cut it anymore. Understanding your target audience and how to speak to them through your content has never been so important. Think about what their problems are and how you can solve those problems through your content. If you want to create content that drives traffic, you need to make sure it’s:
For some extra juicy tips, I’ve written a whole blog post about how to improve your website copy.
On-site SEO is more than just keywords, there’s a technical side to it as well. There are many different technical aspects of a webpage that can be optimised with on-page SEO, and they include:
Off-site (also known as off-page) SEO are the actions taken outside of your own website that impact your rankings within SERPs. Optimising your off-site ranking factors involves improving search engine and user perception of a site’s popularity, trustworthiness, relevance and authority. This means that if other reputable places on the internet promote or link to your site, it tells the search engine that they are ‘vouching’ for the quality of your content.
A bit like keyword stuffing, search engines have gotten wise to the practice of buying or trading spammy backlinks, and using this method will ultimately get you penalised. Whilst the number of referring links is still taken into account, remember that it’s quality over quantity!
So, how can we actually get good quality backlinks?
Having to choose between on-site and off-site would be like having to choose whether to have ice cream on a chocolate brownie or not! They both work together in tandem and complement each other to improve your ranking in the search results.
My advice would be to work on your on-site SEO first so that users and search engines are able to find and understand your content. Once all of your on-site ducks in a row, you can start planning the off-site SEO to get strong and organic links from high-quality websites to further improve your rankings.
If this all sounds great but, you want some help implementing onsite and offsite SEO on your own website, send me a message to find out more about my services here.