SEO or search engine optimization is such an important aspect of any digital marketing efforts. We’ve already established how SEO is like a marathon, a long process with a totally worth it benefits. Now, we are moving on to the two major types of SEO – onsite and offsite optimization.
Onsite vs offsite optimization – what are their differences, how can they help in your SEO efforts and what are the different techniques you can utilize. All that and more! Read on.
Onsite vs Offsite Optimization
As the name implies, onsite SEO involves techniques that ensure your website is search engine-friendly. With onsite SEO, you optimize your web pages, titles, images, tags, content and overall structure based on your target keywords.
Every SEO strategy should start with an onsite SEO focus – refining keywords, fixing on-page optimization and building a content foundation.
Once you’re done optimizing your website, you have to gather a significant value of inbound links to your website – that’s what you call offsite SEO. With offsite SEO, you promote your website and content on external websites.
Search engines want to determine how credible your website is. Other sites linking back to your content is a good indicator of credibility. The more inbound links you receive from reputable sites, the more credible you can appear to search engines.
Here are some techniques you can utilize to master both onsite and offsite optimization.
Onsite SEO Techniques
1. Competitive analysis and keyword research
A good SEO strategy starts with an in-depth research. As discussed in the previous blog post, a thorough competitive analysis and keyword research give you an idea of the points you have to improve on and opportunities you may want to take on.
The rest of your SEO efforts also depend on the results of your research. Which keywords should you target? Some keywords maybe already overused by your competitors. How about a high-performing keyword your competitors are not utilizing yet?
2. Building a content foundation
Search engines crawl your website for pages they can index and use them as a basis when they rank results for specific keywords. More content published on your website means more pages, which also means more indexed pages.
- Utilize your keyword research when creating content.
Use your keywords whenever necessary. But never do keyword stuffing or loading your website with too many keywords in an attempt to manipulate your search ranking. Instead of improving your site’s ranking, it can cause a reversal effect which can harm and penalize your website.
- Create and publish high-quality content regularly.
Focus your efforts on regularly creating engaging, user-friendly, credible and high-quality content which search engines love. This applies to all content you publish on your website – blog posts, page title, meta descriptions, images, infographics, videos and other media.
The stronger your foundation is, the more powerful your website will be.
3. Optimizing and utilizing your links
Every page in your website has their own permanent link (or slug). Optimizing your links is also an important factor in SEO. An optimized link is short, descriptive and includes your target keywords.
- Linking pages within your website is also a good SEO technique.
Search engine crawlers arrive in your page and follow the links they find there both internal and external links. If there’s no link in your content, crawlers will index your page and leave.
Using internal links in your pages is one way of introducing your other web pages to search engine crawlers. Not only that, you got to introduce your other pages to your visitors as well.
- Regularly check your website for broken links.
These dead links can stop search engine crawlers in their tracks when crawling your website. They also contribute to a bad user experience. 404 error pages drive users away. For search engines, user experience is the priority and they frown upon broken links.
4. Ensuring a responsive design
As we often point out, search engines are all for providing the best user experience. Providing a responsive web design to your visitors is a must. If your site is not navigable, users are unlikely to stick around, so are crawlers.
- Secure a mobile-friendly web design.
Many internet users are now browsing the web with their mobile devices. Websites are expected to adapt to this mobile movement. You need a mobile-friendly website.
- Ensure fast-loading pages.
Page speed is also an established ranking factor. You must ensure every page in your website loads as quickly as possible. Fast-loading sites are known to be favored in search results.
Offsite SEO Techniques
1. Local listings and directory submission
Listing your website in local directories also known as citation is a common offsite SEO practice. As defined by Moz, citation is the online mention of the name, address and phone number of your local business.
Citations are done on local business directories, websites, apps and other social platforms. Google My Business, Acxiom, and Yelp are just some of the common local citation platforms.
Search engines amass data for every website. To gain the trust of search engines, keep a consistent and accurate record about your business in every local listing you get into. This can help increase the chance for a higher search ranking.
2. Reaching out to influencers
Another good way to build links for your website is through influencers. First, you need to find influencers in your industry. These are people who are considered as authorities and credible source of information in your business niche.
Reach out to them and build a relationship. Once you’ve established a relationship, influencers can write a post about your business or mention your products or services on their own website or social media accounts, linking back to your website.
3. Creating guest posts
There are some high quality blogs within your industry that might offer guest publishing. Take this opportunity to promote your business and website on their blog. Aside from guest blogging for links, think of building connections with other publishers and influencers online.
Don’t focus solely on link building.
- Create a mutually beneficial relationship with your host. It helps build rapport with other industry leaders which reflects on your website.
- Connect with several other websites to build your reach and influence.
- Always remember, your guest content represents your website. So do it like how you do in your own website – engaging, reader-friendly, credible and top quality.
4. Social media sharing and engagement
If you want to make your business and website popular digitally, social media is a great place to do so. Almost everyone is online now, browsing the web or in social.
- Engage with your target audience on several social media platforms – Facebook, Twitter, LinkedIn, Instagram, etc.
- Share useful and informational content that your audience surely need and love.
- Keep in mind that there are varying ideal posts for different social media sites and there can also be ideal times to post. Be a social media master and you can get the inbound links you are aiming for.
Social media sharing and engagement help strengthen your online presence and can also help you get more inbound links.
Understanding and implementing both onsite and offsite optimization techniques can bring valuable results to your SEO efforts. It is like mastering both worlds. You cover both, you also reap the benefits of both.
Need help building an SEO strategy for your website? You’re in the perfect place! Driven Digital offers full-service digital marketing services, including SEO both onsite and offsite. Contact us now to know more! Or schedule an analysis with our strategy team today!