The Complete Guide to Off-Page and On-Page SEO


Search Engine Optimization (SEO) has been around almost as long as the internet has been open. Organizations have used Search Engine Optimization (SEO) since its inception to reach new audiences and drive traffic to their sites, share knowledge, and drive growth.

But HTML3_ SEO, and how has it changed from the days of keyword stuffing?

SEO has evolved over time to be a technical and sophisticated practice that is informed by web user behavior. To ensure that high-quality websites appear at the top of search engine results pages, today’s SEO incarnation employs both on-page and offline optimization techniques.

What are the on- and offline SEO? How can digital marketers use them for their clients or company? This blog will address all of these topics. Continue reading to find out everything you need about modern SEO best practices.

Understanding On-Page SEO

All the techniques that you can use to make sure a webpage ranks on a search engine results page are called on-page SEO. It can also be used to determine the page’s rank. What is the secret to this success?

It uses technical elements and content to improve page quality. The more onpage SEO optimization that you do, the more visitors you will get to your site and the more relevant they will be.

To improve your page ranking , there are many technical aspects that can be optimized for on-page optimization. These include:

  • Title tags
  • Headings
  • URL structure
  • Alt text for images
  • Site speed
  • Links to internal resources
  • Meta descriptions
  • Responsiveness

Technical Best Practices for On-Page SEO

These on-page SEO best practices have proven to be easy to implement and provide the highest return for your content.

Use title tags

Title tags are HTML elements that can be used to identify the webpage’s name. They are displayed in SERPs as clickable results titles. Each title tag must be unique and descriptive of the page’s content. It should also not exceed 60 characters.

Use relevant and optimized headings

Headings are the titles that you use to describe your content. They should be in H1 format for best results. Headings should be focused on descriptive and relevant words. Keywords can be used to optimize them, but they shouldn’t be stuffed. You can use subheadings (H2 to H6) to break up content. However, don’t repeat the same keywords or phrases throughout a blog post. For inspiration, check out our blog on How to Write Headlines That Sell!

Consider your URL structure

Search engines use URL structure to determine the relevancy of a page relative to a query. It should also be descriptive of the page’s subject. Keywords can be used to optimize URLs, provided they are relevant. An example of a good URL structure would be suede-shoes (compared to

Include alt text

Alt text (alternative texts) gives search engines more information about an image. However, it is typically used to describe images for web visitors who cannot see them. Your alt text should contain at least 125 characters and be descriptive of the image content. If necessary, it should also include a keyword or phrase.

Prioritize page load speed

Slow-loading pages can lead to high bounce rates. 47 per cent expect sites to load in two seconds and 40 percent leave within three. Slow-loading pages are penalized by search engines. It’s therefore important to ensure a fast page load speed. benchmark your page speed to find out how your site ranks.

Be sure to include relevant internal links

Your site will be easier to navigate for visitors if you have internal links. Search engines can also understand your site better and index your pages, which will lead to a higher ranking. Each page should link to its subcategory or category page as well as the homepage.

Add meta descriptions

Meta descriptions are concise but clear descriptions that extend on title tags and summarize page content. They also tell web users why they should choose your content over another’s. The meta description is located below the URL and should not exceed 160 characters.

Incorporate a responsive design

Responsiveness is a design element that ensures that your webpage will display correctly on all devices, mobile and desktop. As more people use mobile devices to search online, this will be an important feature.

Keyword research and inclusion

Keywords are essential for SEO. They can be integrated into technical elements in order to help visitors find you when they need it. Keywords must be carefully researched and selected and then seamlessly integrated into the content.

The Impact of Content and On-Page SEO

Although technical aspects are important, content is the most important element of on-page SEO. This is because it is what brings you traffic to your website .

But not all content is created equal. The web user of today is looking for information that fulfills a need or offers a solution. This means that people need to want to consume the content that you create. There are many popular content types such as:

  • Blogs
  • Copy for web pages
  • Videos
  • Infographics
  • Podcasts
  • Whitepapers
  • Ebooks
  • Interviews
  • Case studies
  • Original research
  • Review
  • Instructional articles
  • Poles and quizzes

Another important aspect of the content you create must be linked to by others. This means that content that requires logins, copyrighted material and certain slide shows should be avoided.

You must ensure that all content you share and produce is original, unless otherwise stated. These tools and methods can help you determine if there is duplicate content.

You want to create shareable content so people can repost it to reach more eyes and even go viral.

The Power of Quality Links and Off-Page SEO

Keyword stuffing was once a common practice, but it’s no longer acceptable. The same goes for buying and trading spammy backlinks to improve page rank.

These practices have been recognized by search engines for a while, and if you fill your page with irrelevant backlinks, you will be penalized instead of promoted.

Search engines consider both the quality and quantity of your backlinks, as well as the number of domains referring to you. Quality is more important than Quantity.

It is important to remember that backlinks are an integral part of off-page SEO. However, one quality backlink from an authoritative website is more valuable than 10, 100 or even 10 low-quality links.

Link building can be difficult. But, Neil Patel has four strategies you can use to make it easier.

  • To promote your expertise in your field, write guest blogs. To learn more, check out our toolkit and guest blogging guide.
  • Because these posts are very popular, you should write content that mentions influential people in your field. If you consider building influencer marketing strategies as an important part of your business, or your role, this is something that you should look into.
  • You can search blogs in your field, especially influencer blogs, for broken links. Then you can suggest replacing that link with content that you have written about the same topic. These guidelines and tools for a content audit will help you get started. You can also download an on site SEO handbook and toolkit.
  • Make lots by taking advantage of the popularity infographics.

You can find more information on creating linkable content in our article: 4 winning strategies for writing content that others link to. Also, you can read 12 ways you can improve your SEO for eCommerce.

Other Best Practices in Off-Page Search Engine Optimization

Building quality backlinks form the foundation of any off-page SEO strategy. However, there are many other methods you can use to increase authority on your site and encourage more backlinks.

Incorporate local SEO into your strategy

You can add your business to internet directories and local listings, such as Google My Business, Yelp and Yellow Pages. After adding your business, verify that all information is correct and that your name and address are consistent across all platforms.

Participate in discussions

Participating in off-page optimization can also help increase trust and brand recognition.

Submit back linked content

Consider submitting content to different sharing sites such as audio and video sharing sites. These are some of the most popular:

  • Video by Vimeo and Dailymotion
  • Audio: SoundCloud, Podbean
  • Image from Flickr, Instagram, or Pinterest

Wrap-up: Off-page and on-page SEO

As web user and online consumer behavior change, search engine optimization best practices evolve. The best SEO strategy is one that addresses both on-page and off-page elements.

On-page, it is important to focus on quality content as well as making sure that the site’s technical aspects are optimized for speed, efficiency, and keywords.

You can encourage quality backlinks to authoritative sites from off-page. This will ensure search engines view your site as important and relevant, and you’ll get a higher rank.

Last Updated May 2022

Be a On-Page and Off-Page SEO expert

Search Engine Optimization is a crucial skill for any digital marketer. DMI’s Professional Certificate in Search Marketing is the best way to learn search engine optimization. Not only will you learn about SEO, but you’ll also be able to dive into SEO content and analytics.

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