Oct 07 2019

The Difference Between On-Page and Off-Page SEO: An In-Depth Guide

Posted by Peach Angeles , ,

A website can help you generate leads, drive conversions, and grow your business. However, merely having a website isn’t enough—you need an optimised one so potential customers can actually find and visit it. 

You can make an exhaustive list of SEO strategies and tactics that can possibly increase your search rankings, but to do so would involve breaking down the techniques into on-site and off-site SEO. In most cases, these strategies are offered as part of an SEO services package in Singapore

But, exactly what’s the difference between the two? Keep on reading to find out. 

What’s On-Site and Off-Site SEO?

On-site and off-site SEO, otherwise called on-page and off-page SEO, are the two primary components of the SEO process. As the name suggests, the former involves optimising your website while the latter focuses on leveraging other authority websites to improve your position within search rankings. 

For maximum exposure, you have to find the right balance between the two and knowing their differences will help you understand how to utilise them better. 

On-Site SEO

On-site SEO is the process of making your website search-engine friendly. It means adjusting specific factors on your website in a way that search engines are able to crawl and understand its structure and content. The more valuable information and data that search engines can obtain from it, the greater your chances of ranking higher on their search index. 

The key factors that on-page SEO works on include the following:

1. Keywords – Keywords are the search terms that are relevant to your website and you want to rank for. Include them throughout your website and strategically place them into the factors described below.

2. Page Title and Description – These factors are the first things search engines like Google read when crawling your pages and here are a few rules when optimising them: 

  • Keep the title close to 60 characters and the description to 150 characters at maximum
  • Avoid keyword stuffing or placing keywords in the titles or descriptions that don’t make sense 

  • Instead, come up with titles and descriptions that are catchy and give users an overview of what the page is about. 

3. Content Your content is the reason why users visit your website in the first place. If you want to be visible in search results, it has to be relevant, engaging, informative, and more importantly, relevant to your target market.

4. Headings – Search engines put more weight on headings than any other text within your website. Be sure to use appropriate heading tags (H1, H2, H3, and so on) and incorporate keywords here as well.

5. URL Structure – How your URLs are structured can also heavily influence your SEO rankings thus, structuring your URLs in a way that it includes relevant keywords so its easier for search engines to crawl your site is a must. 

Other On-Site SEO Factors

  • Meta Description
  • Alt Tag Images 
  • Load Speed 
  • Inbound Links 
  • Mobile-Friendliness 
  • SSL Encryption (Website Security) 

These are all the on-site SEO factors that are completely within your control and now, we move forward to the off-site SEO factors, which are equally important and necessary. 

Off-Site SEO

As mentioned above, off-site SEO refers to the efforts you take to promote your website online, besides advertising. It focuses on increasing the authority of your domain and one way to do so is by having other websites link back to yours. This will send the signal to Google that you’re an authority in your industry. 

Below are some tactics you can include in your off-site SEO efforts.

1. Link Building – The backbone of off-page SEO, link building is the process of acquiring backlinks from other high-quality websites—and one of the most effective ways to do so is to create quality content that other people will want to share or use as a reference. 

Below are some ways to get backlinks: 

  • Guest Blogging – Submit guest blogs to trusted industry websites and don’t forget to link back to your website. 
  • Influencer Outreach – Work with an influencer or someone who is an authority in your industry to promote your website. 
  • Review Marketing – Get comments, stories, or testimonials from your satisfied customers and make sure they’re published on your website, Google My Business (GMB), social media, and other review platforms.

2. Social Media – Social media also offers a great platform for these off-site SEO efforts. But, what makes it different is that it better shows your audience the human side of your business. 

Besides the tactics mentioned above, you can also use social media for the following efforts: 

  • Publishing Video – YouTube is the second biggest search engine to date thus, publishing high-quality, engaging videos, and linking back to your site can make a great impact on your SEO. 
  • Blog Sharing – Sharing your blog on social media is by far the fastest way to promote your content to your audience. It’s not always easy to do and you may have to spend on ads for it to work. 

ALSO READ: The Relationship Between Digital Marketing Components: SEO and Social Media Management 

On-Site and Off-Site SEO: Which is More Important?

We can’t stress further that both efforts you make on-site and off-site are essential to search engines. But, your priority should be getting your on-page SEO correct. 

You should first have your website optimised—that is by making sure you have enough quality content published, to name one—before you can start thinking about your off-page SEO and how you can acquire strong, organic links from other authority websites. 

Starting the other way around isn’t an option. Working together with an SEO company in Singapore can help make sure that you’re on the right track.

Contact our SEO experts at OOm today! We can help you devise an SEO strategy that best fits your on-site and off-site requirements. 


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