Although in a past article in which we defined what is SEO and its importance for business, we named, defined and gave examples on what are both the SEO On-page and the SEO Off-page; In this article we will see a more complete definition and we will make a comparison and evaluation about the importance that each one has as part of an effective SEO strategy.
SEO On-page: everything under your direct control
The SEO On-page; also called SEO On-site, refers to all the optimizations we can apply to our website to improve its organic positioning (those free, which we do not pay like an advertised link) in search engines.
The main objective of this type of SEO positioning is to facilitate the work of reviewing, classifying and exposing our website to search engines, and that in this way they determine the niche of our website and the potential value that it has for the users who perform searches. For this, we must take into account a multitude of factors, being content the most important for us at +58 Digital Communications.
Although search engines cannot yet directly understand the content of your website, it will be continuously scrutinized to determine if it’s authentic, provides the information that the users are searching for, and if it’s effective. To accomplish this, it is important that the texts in our website:
- Be Original: content must be created by us or exclusively for us, without being copied or poorly rewritten from other websites.
- Have strong semantics: the topic that we discuss, should have enough keywords to encompass the subject, without overwhelming the reader. If we are talking about one of our brand products and we are using it as a keyword, it will not help us; on the contrary, it penalizes us, to repeat the name of the product again and again. For example, if we are talking about “Toyota”, the search engine will consider valuable that we make references to the series of keywords associated with “Toyota”, such as “cars”, “Hilux”, “Corolla”, “spare parts”, etc.
- Provide “Value” to the visitor: the content must be useful and pleasing to the reader, search engines take into account the behavior of users and evaluate how many links they access in each search, and how much time they spend visiting that page. Then they compare it with the length of the information, its semantics, and originality to determine if it was useful to the user. The greater this “value” is, the better your content will be positioned in future similar searches.
- Be well structured: search engines can easily differentiate the titles and subtitles of the content, aside from having a correct HTML structure, with clear URLs and without dead ends. Tags and Meta-tags are also important; they are invisible to the visitors of the page, but taken into account by search engines that use them to be shown to users on the search results page.
SEO Off-page: Everything that links to your page
The SEO Off-page; also called SEO Off-site, includes all the factors external to your own website (but not always completely out of your control) that influence the traffic you get. Whether if they come from other websites or blogs that mention you, from accounts you manage or from your clients in social networks, blogs or communities, etc. In this interconnected world we live in, these links are vital and the search engines gives them a level of importance at the time of positioning your website within its results pages.
To get a healthy and valuable network of organic links that give Relevance and Authority to your website, the best you can do is:
- Have a strong and active presence in social networks and online communities: content that references you and links from Twitter, Facebook, Pinterest, forums and other communities or social networks are valid, valuable and taken into account by search engines for assign greater Relevance to your website.
- Create honest linkbuilding: get other websites or blogs of high Authority; in the niche where you are, include references and links to your page by their own free will. Get in touch with its administrators and convince them of the mutual benefits of making an exchange of links or posts between your site and theirs.
- Have good quality content (again): Yes, previously named as one of the factors of a good SEO On-page, good content is also an important factor of SEO Off-page, since the utility it provides to your visitors is such that they will name and reference it by themselves in other sites and communities.
So, which one is more important?
The simplest and most accurate answer for this question is undoubtedly: BOTH, since they complement each other to improve your organic positioning in search engines in a healthy and real way. While SEO On-page helps you define yourself within your niche and provide quality content to your users, visitors and customers, SEO Off-page allows you to get the most out of that content, gaining Authority and Relevance.