A Definitive Guide To On-Page & Off-Page SEO

As marketers, there are chances you might face a tough dilemma almost daily. What should we work on? Should we focus on off-page SEO or on-page content marketing? These are two very different methods of carrying out a marketing strategy, and yet traditional SEO professionals focus exclusively on one over the other. Our advice, don’t. Instead, look at them as complementary tools – not opposites – to reach your goals. By working together, you will achieve better results, but only if you learn how to use both of them intelligently.


What is SEO? It’s a simple way to make your business or website found by customers and potential clients. With proper SEO, you can increase the number of people who see your business and therefore, sell more products and services.With more than 1 billion users, Google is the most popular search engine. It uses hundreds of factors to determine the ranking of a site. One of the most important is bringing your “A” game in SEO. The purpose of search engine optimization (SEO) is to generate organic traffic. The only way to do that is to rank on page one of the search engine results page (SERP). This blog post will walk you through the ins and outs of off-page and on-page SEO so you can make better and more informed decisions. The best decision are made when the most of the decissions are taken rationally and not in a hurry. As marketers, there are chances you might face a tough dilemma almost daily. What should we work on? Should we focus on Off-page SEO or On-page SEO content marketing? These are two very different methods of carrying out a marketing strategy, and yet traditional SEO professionals focus exclusively on one over the other. Our advice, don’t. Instead, look at them as complementary tools – not opposites – to reach your goals. By working together, you will achieve better results, but only if you learn how to use both of them intelligently. It's not about whether you should focus on off-page or on-page SEO. Instead, it's about how to allocate your time and effort wisely to make both elements work together.

What is On-Page SEO?

Search engines and users both can be satisfied by making sure that there is content relevant to the page and that it is easy to read and understand. On-page SEO is about altering your content to make it easy for search engines to find, understand, and rank.

Don’t be afraid of on-page SEO; it’s pretty simple to do. Imagine the search engine as an enormous library where your content needs to be filed under the right categories (tags). When you address these issues, you can rank higher for specific keywords, and visitors will find your content.

Components Of On-Page SEO

It’s important to have solid on-page SEO. You want your content to be accessible by search engines, instead of being hidden behind a bunch of links, right? Well, the most common on-page SEO practices are as follows:-i) H1 tags

ii) Overall content length

iii) Keyword density - overall and per page. 

iv) Quality & effective internal links and 

v) Structured URL structure

How To Optimize Your Content For SEO?

The thing about SEO is that no matter how many rules there are, there are simply too many ways to do it poorly. Content optimization is particularly important if there are any factors that could hurt your ranking, such as thin or duplicate content.

The good news is that you can easily avoid these problems with a little planning and a few simple SEO improvements.

Below are a few tips that work all the time!

i) Use Keywords In The First Paragraph Of Your Content

This is a hack in the SEO world that always works! In case you wish to take it up a notch, it's always better to have your main keywords right in the first 100-150 words of your generated content. This will help your content get a push in the most legit way possible!  The reason and logic is simple: the closer a keyword is to the beginning of your page, the more likely it is to be taken notice by the search engine.

ii) Make Wise Use Of H1 and H2 Tags

Take this seriously when we say this! It’s a game changer. Make sure the hero headline falls under the H1 tag while all your subheadings fit into the H2 tag. By including your target keyword in titles and using H2 tags, you can increase your article's visibility in search engines.  We recommend you to start using Yoast by Wordpress or Moz to analyze your content for SEO optimization.

Since Google is a leader in search engine technology, it will likely help you to follow their recommendations. H1 tags inform Google how you want the page to be organized which also gives weightage to your content as important and useful.

iii) Frequency/ Density Of The Targeted And LSI Keywords

While Google said that using the same keyword multiple times does not help, you and every other SEO expert out there will tell you that it does. Who do you think we should listen to? Well, long answer short- always follow the Google's guidelines! When creating content, it is possible to include your keyword several times within the content and this will be called keyword frequency. It refers to the number of times you use your target keyword in your content. But it should be done in an optimal manner. Without making it a hefty and spammy read.  

Also it's a good idea to check keyword density, which is how often your keyword appears in relation to the total number of words in your content.

iv) Don’t Hesitate To Use Outbound/External Links

If your page links to other quality pages, Google will assume that your page is relevant and well-cited. In addition to helping with search engine optimization, external links point readers to related topics. 

Links can help search engines determine a page's topic and that the page provides a lot of value to users. How does this help you? This increases your authenticity in the eyes of Google which is great!  

v) Don’t Forget To Optimize Your Description, Meta Title and URL

Why leave any stone unturned and most importantly why let go of a gold mine that nobody is even thinking of digging! If you create useful, helpful, and information-rich content, your URLs will no longer be an afterthought in your on-page SEO efforts. They’ll become an important component of the content that helps readers find what you’re discussing.

Giving your URLs a well-structured architecture can help you maximize your page SEO. This makes it easy for search engines to crawl and understand your content, driving more traffic to your site.

Although not as important as your content, the URL structure of your website has a big impact on its SEO.

Phew, that was a lot to take in. When you have all the elements covered, there are very little chances that you will lose out to your competitors. You don't have to worry about gaining a competitive advantage, as long as you do this!Take a break and come back because now we are going to deep dive in and learn more about off-page SEO which is a hidden tactic to show up in the SERPs!

What is Off-Page SEO?

SEO includes many activities that are not done on the website itself, but it can contribute to the huge success of your SEO efforts whatsoever! SEO is a practice that attempts to increase a website’s visibility in search engine listings, through a wide range of activities, even if that means working offline. The three most common off-page SEO actions are listed below:-i) Building backlinks to your siteii) Encouraging branded searches for your site, and iii) Increasing engagement on social media for your brandOff-page SEO is all the stuff that you do to get Google and other search engines to see your website as trustworthy and authoritative.

Being seen as trustworthy and authoritative is one of the best ways to help you rank on Google. It can mean more visibility and better click-through rates.

Why Off-Page SEO is Important?

The much-loved Google search algorithm—which is used to determine your website’s natural search visibility in the Google SERPs tends to place a heavy emphasis on backlinks when evaluating your site and assigning quality metrics to it. No matter how advanced the Google algorithm gets, links will always be a factor.Google's own documentation says that they use some off-site SEO factors as one of the ranking factors. Link building shouldn't be an afterthought. In SEO, things have to be done in the right order. So the sooner you start, the sooner things start to work in your favour.

How To Boost Your Off-Page Rankings

Rank higher in Google. Get more links. Make more money. Sounds simple right? Your Domain Authority score measures how authoritative a website is, which translates to a higher Google ranking. We make it easy for you to get a high DA score by creating a streamlined approach to link building that fits your time and business constraints.

The backlink community in digital marketing is the only way we can make things work in our favour. Link building shouldn't be an afterthought. In SEO, things have to be done in the right order.

So the sooner you start, the sooner things start to work in your favour. The core principle of SEO is that you must improve the ranking of your website. The easiest way to do this is to find ways to increase your domain authority. Below are 4 off-site SEO techniques that will help you improve your domain authority:-

i) Social Media

Using social media is a very effective off-page SEO technique. You can use platforms like Twitter, Facebook or Linkedin to promote your content. Infact, consistently using social platforms is a great way to develop a blog following and attract new readers, followers or customers. By harnessing the power of social media, reaching out to your audience could not be easier.Though Google hasn't announced whether a link from a social media site will improve your SEO, there is evidence that suggests that social networking sites are utilized by Google equally to other websites.According to a study by Zoomph, 60% of consumers turn to social media for information and to learn about brands and the content in their social feeds is consistently in one direction: inbound. That means it can generate inbound traffic and links pointing to your content.

ii) Guest Blogging

It could be argued that one of the best ways to rank your website for your target keywords is by getting others to link back to your site. Naturally incorporating guest blogs into your site makes that easy. 

Showcasing guest articles and blogs on your website which are written for third party websites. This means that your website will rank higher, look more credible, and be easier for potential clients to find. You can even choose to write book reviews based on what you’re passionate about (for example, blogs about design, content or marketing).

It’s not necessary that you do so via hiring more in-house content writers. You can search for a pool of candidates from freelancing sites like Upwork, Fiver or Linkedin to find your fit. This is a quick yet legit way of getting quality blogs in a shorter duration of time. Seek out relevant communities and publications and cross promote your content with them. This can significantly increase traffic to your site and enhance your reputation as an authority. Guest blogging is an easy way to generate new traffic to your blog. Just remember that you need to respect your readers, maintain the quality of your content, and come back with relevant SEO keywords. It's undoubtedly a useful tactic to build an audience, generate sales leads, and increase traffic. 

iii) Local Listings & Local SEO

Not all business owners are aware that there are plenty of opportunities in off-page SEO that can be easily implemented into an existing marketing strategy to provide measurable results. Creating high-quality content is not the only factor that Google will rank you, local listings can give you an advantage.

Success in local lingo links to success in local listings. Keep your local listings up-to-date with the latest information to boost business leads. The way to go about it is signing your business up on Google My Business (GMB).

Google will display relevant information for searches that contain a location reference. This includes when you search from a mobile device, when you're signed in to your Google Account, and when you're signed in to Search and using Search in a specific language or locale. A backlink from a high DA site is not the only benefit of being listed in local directories. Many of these sites will allow you to post business information and more. This gives you the chance to build an online presence and receive increased exposure and traffic.

iv) Build Valuable Backlinks

Creating links that are relevant to your business is essential for maximizing key organic search results. If one site has more backlinks than another, Google will determine that site as having a higher authority and ranking accordingly. Backlinks by no means can be taken out of the picture either by a digital marketer or Google. 

Backlinks might be a complex subject because there are numerous factors that affect how Google ranks a site, but having a lot of backlinks is still one of the most important.  One of the best aspects of great link building is that “the more, the merrier.” If you build enough great relationships with other websites, they may decide to link to you on their own initiative.

Linking out to other sites is a great way to build your reputation and increase your site’s authority. Also, linking out to other sources can help you find new high-quality content for your online community. Even if you do choose to link to sites with higher Pagerank, remember that Google still evaluates the website that is linking to you. If the site has a high PageRank, it is more effective than one with a low PageRank.

Types Of Backlinks

An effective backlink strategy is vital if you want your site to rank in Google's top searches. However, you can't just focus on the number of links; you also need to ensure that the links are relevant and trustworthy. a) Created LinksA created link is the most cost-effective way to gain authority quickly. A created link is generated from your own team creating an opportunity and publishing it to the web. It can be either through blog posts, forums and directories. This SEO tactic is considered a black-hat SEO practice by some, which is not good for your site's rankings.b) Natural LinksNatural link is a link that came organically, on-purpose and on-faith. When other webmasters, bloggers or page owners link to your content, it gains natural links to your website. Those natural links suggest to search engine crawlers that your content is popular and should be ranked higher for certain keywords and search terms.c) Press Release BacklinksIf you want to develop backlinks through the press release distribution, you could benefit from gaining media attention.  It's important that the release is relevant to the media outlet that will publish it because that's how you can get free exposure. Press releases are a great way to get attention for your company, but only if the press release is distributed to the right people. Linking with local editors can improve your site’s local ranking, which is good for your readers who are searching where you are. Start by reaching out to local journalists, outlets, or bloggers. You can do this by using the contact form on the outlet's website or lining up interviews with key staff members. d) Comment BacklinksDon’t want to find the article again? Copy and paste the permalink into your comment. This will allow other readers to click the link in your comment and take them straight there. By leaving a link in the comments, it makes it easier for people to discover your article.These techniques can help you grow your site's visibility, but they're part of a strategy that spammers also use. This can affect some link building tools, because spammers tend to abuse them.Make sure to choose your targets wisely. If you're not sure what constitutes a blog that is high-quality, read the comments on the blogs that you'd like to partner with. It's important that they are interacting with readers and responding with relevant, interesting content. Look for blogs with at least 20 comments on their latest posts, as well as bloggers who mention other bloggers who are relevant to your field. Also, make sure that the blog has good branding. v) Social BookmarkingShare, bookmark, collect, discover. Social bookmarking puts the power of social media in your hands to bring you closer to the things you love. Bookmarking is a great way for people to remember and find your content. It’s also a way for you to keep track of what your peers are posting and sharing on the web. Many tools exist for tracking and sharing ideas, but the most famous ones include: Pinterest, Twitter, Dribble, Quora, Reddit.On-page factors improve your rankings on search engines, while off-page factors are the authority signals that search engines use to determine which sites are authoritative.vi) Social TagsIn other words, if you want search engines to return your content in the results for queries related to your website's topic, then it's important that people find your content to be relevant, helpful and reputable.

Wrapping It Up

When SEOs believed that links couldn't be earned, they tried to buy links. But Google has adjusted their algorithms so that you'll get penalized if you try to manipulate page rank.The key is to take legit measures and improve your SEO rankings. Hope this blog helps you achieve just that. Now that you know all the on page and off page metrics, use them for your digital success. Content is king! The internet has thousands of useless "webpages" but not many quality blogs. The reason for this is people who want to rank high in the competitive world of internet marketing need to build confidence and rapport with their visitors.