Ask any SEO Company and they will tell you that Search Engine Optimization best practices requires both On Page and Off Page strategies to be implemented to rank in the search engine result pages (SERPs).
To rank higher in the SERPs means your site has a stronger web presence. A stronger web presence means more traffic will come to your site which equates to more business. Therefore it is essential to have adequate On Page and Off Page optimization for your site. Your website cannot compete and have an enduring visibility online without potent SEO. Without it, your site will never reach page 1 of Google and forever remain vague and obscure. So we obviously know that SEO is important, now what’s the difference between On Page and Off Page techniques of strategic optimization?
On Page SEO
On Page SEO deals with on-site factors of your website. This includes implementing proper meta information, internal linking and most importantly relevant supporting content.
The way your site ranks is based on keywords. If you want to be found in the SERPs for “graphic designers in Denver”, then that key phrase needs to have supporting content on your site. The key here is there has to be lots of relevant content that speaks to the subject of graphic design, and content that refers to Denver. Your keyword that you want to rank for needs to be embedded throughout that content.
Specifically, place keywords in the Headers and within the first 200 words of the web page. The Title Tag would use the keyword as well.
Other meta tags to utilize are the Meta Descriptions and Meta Keywords. While Google says that they pay no attention to keyword Meta Tags, it is still a best practice to place them in the website code.
Going back to the example above, If you can have multiple pages that speak about different topics within the same theme of “Graphic Designers”, then you can come across as an expert. The idea is not only to sell your services in the content but come across as an informational resource on the topic. It’s important not to stuff the keyword into the page so as to sound unnatural because search engines look down on this.
Relevant pages should be cross linked together for a better user experience and to show the pages are related to each other. The URL structure should also be search engine friendly. A good example of this is a URL that looks like: …/graphic-design/graphic-design-services. A bad example would look like: …/default.asp?NID=9545.
Off Page SEO
Off Page SEO is primarily getting other sites to link to your site. The more in-bound links pointing to your site, the more search engines consider your site authoritative. These in-bound backlinks should have the keyword in the anchor text to make them more relevant.
The key here is relevance. The sites you get to point to you should be relevant to your service or product or industry. The sites should be indexed by Google for them to pass any link juice as well. It is ideal to have other authoritative sites link to you as opposed to worthless spammy sites which can actually harm your rankings.
You may be wondering how do you get links to your site? Start with the basics, like industry directories, article submission sites, and social sharing sites. You want to have a balanced link profile so to balance that out, you can try guest blogging on sites related to your subject matter, that is always a good one, but you must rely on other web masters and bloggers to make the link work. It is never advised to try and buy links. Google updates its algorithm and is getting smarter. It will eventually notice this practice and penalize you for it.
The link and the page should be relevant to each other. Above all else, every link you have that comes into your site should be directed to either the home page or a page with relevant within your site, this is called deep linking.
Updating your blog and getting your blog content shared is a cross over between On Page and Off Page SEO. Google loves fresh content and getting that content shared in social circles makes your site more authoritative.
It is in your best interest to find a good SEO company that is experienced in these best practices. If you do not have one and you want your site to be competitive online, find one immediately.
About the Author:
Rich Coffman is an SEO for BKMedia Group, a Web Development and SEO Company working in Denver, Colorado.
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