If you want to improve your website’s ranking and appear at the top of Google search results, it is essential to understand how SEO works. But did you know that SEO has two key aspects? Both are crucial for achieving an effective search engine optimisation strategy. Here’s everything you need to know about On-Page SEO and Off-Page SEO and how to combine them effectively.

On-Page SEO: What you optimise within your website

On-Page SEO refers to all the optimisations you made within your own website to enhance its performance on search engines. These optimisations help Google better understand your content and rank it accordingly. It is essential for improving user experience and facilitating navigation.

Key factors of On-Page SEO 

  • Keywords: The foundation of any SEO strategy. Research relevant keywords for your niche and use them strategically in titles, subtitles, content, and meta descriptions.
  • Meta descriptions and titles: Well-written meta descriptions and titles not only improve SEO but also increase the CTR (Click-Through Rate)—the percentage of users who click on your link from the search results.
  • Tags and slugs (URLs): Optimising tags and slugs (the part of the URL) with appropriate keywords helps search engines better understand your content and enhaces your site’s structure.
  • Internal linking: Internal links helps Google understand your website’s hierarchy, improves navigation, and redistributes authority within your site.
  • Image Alt Text: Alt text enhances On-Page SEO by enabling search engines to understand image content. It also improves accessibility for visually impaired users.
  • Quality content: Relevant and valuable content is key to attracting both users and search engines. Focus on solving problems and providing meaningful insights to your visitors. 

Off-Page SEO: What happens outside your website

Off-Page SEO refers to the actions taken outside your website to improve its ranking on search engines. While you may not have direct control over many of these factors, they are essential for increasing your site’s authority and visibility.

Key factors of Off-Page SEO 

  • Backlinks: Backlinks are external links from other websites to yours. Google considers them a signal of authority and trust. The more high-quality backlinks you obtain, the better your ranking will be.
  • Google My Business: If you have a physical business, optimising your Google My Business profile is essential. This helps you appear in local searches and on Google Maps, which is crucial for local SEO.
  • Social media: Although social media does not directly affect rankings, an active presence on these platforms can generate traffic and increase your website’s visibility.
  • Reviews and ratings: Reviews on platforms like Google Reviews or third-party websites are essential for building your online reputation. Positive ratings can enhance your credibility and improve your ranking.

When should you use On-Page SEO and Off-Page SEO?

Both should be part of any comprehensive SEO strategy, but it’s important to know when to prioritize one over the other.

On-Page SEO is the foundation of any website ranking strategy. If your site is not yet optimised, it is crucial to start with this. Without well-structured content, strategic keywords, and proper site organisation, no amount of Off-Page SEO investment will be effective.

Once your site is internally optimised, you should focus on building your online authority through backlinks and an active presence on Google My Business and social media. This process takes time but is essential for maintaining a strong position in search results.

Remember, although these aspects are implemented at different stages, both must be present throughout the entire optimisation process to achieve the best possible results.If you need help implementing an effective SEO strategy, Jelliby can help you improve your website’s ranking and attract more traffic from Google. Learn more about our SEO services.