Even with the most beautifully polished website the world has ever seen, you still aren’t guaranteed to get traffic to it. In order to get traffic, a website needs a critically targeted SEO strategy. To clarify, fine-tuned SEO ranks your website higher in search results. When you Google something, how far down do you actually scroll? More likely than not, you never venture past page two. The closer you are to the top spot, the more visitors you have, and you generate more revenue. An effective SEO strategy includes both on-site SEO and off-site SEO. A combined implementation of both on-site and off-site SEO is imperative for success in the digital realm. Let’s take a look at what on-site and off-site SEO looks like and how you can implement it.
What is on-site SEO? On-site SEO is also known as on-page SEO. On-site SEO is the fine-tuning and optimization of the content on your website. Above all, the most important aspect is having relevant and engaging content. Consistent updates to content help maintain relevance because it is considered fresh content. Even if the content you want to optimize is not particularly current, new internal links to old pages on the website help keep the older content relevant. Relevance plays a more significant role than the quality of content when it comes to search engine rankings.
In no particular order, you have other factors that play a significant role. Keyword focused title tags, simple and relevant URLs, and wrapping focus keywords in H1 and sometimes H2 tags. The images on your website should have alt text containing one of your keywords. Last but not least, make sure your site is indexable. If search engines are unable to crawl your website, your on-site SEO is dead in the water. Optimizing on-site SEO ensures your site caters to not only human users but also the search engine bots.
Leveraging your existing content and optimizing it for on-site SEO should be the first step. After all, you have complete control of your own content. Don’t be afraid to go back and optimize content that has been on your site for years.
Off-site or off-page SEO primarily focuses on building links that are both meaningful and authoritative. To clarify, off-site SEO consists of the actions you take to drive traffic directly to your website. Off-site SEO utilizes methods that are not directly on your website that helps increase popularity and authority.
One of the most accessible ways to boost off-site SEO is utilizing social media. By creating a backlink from that will be seen by your social media followers, you drive traffic from an outside source, therefore boosting your off-site SEO. You are able to leverage your existing B2B and B2C network to help generate authority. Having a strong social media presence, including having a popular youtube channel containing backlinks to your website, is a ready-made solution to optimized off-site SEO.
Guest posting on popular blogs related to your site is a natural second step. Again, you are leveraging an existing and relevant audience and leading them directly to your site through backlinks. The search bots take notice quickly and boost your rankings. If you can attach yourself to a high authority publication, your website reaps the benefits of that publication’s authority.
Here is an example. Consider I created a blog in April with five posts about stock trading, a highly competitive subject. My competitor has a three year old blog with sixty posts about stock trading. My blog post gets picked up by the Wall Street Journal with a backlink attribution, and my competitor receives a backlink from a local publication in North Dakota. Although my competitor has much more content of the same quality and has been around for years, my blog will have much stronger off-site SEO. By getting attributed by the Wall Street Journal, I have leveraged my blog to have much more authority. When it comes to off-site SEO, it’s more about who you know than what you know.
On-site and off-site are two sides of the same coin. Both are necessary for the SEO success of your website. With just a little effort, you can build relevance, authority, and most importantly, revenue.
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