Onsite and offsite SEO both strive for the same result – to increase a site’s visibility, popularity and ranking on Google and other search engines. Many businesses may be under the notion that onsite and offsite are one and same, however, for maximum online exposure, businesses need to differentiate the two and understand how to fully utilise them.
Onsite SEO is the practice of making your website search engine friendly, so it can crawl up the rankings and improve your digital visibility. It is fundamental to the success of your website and, therefore, your business.
Simple changes such as your page titles and descriptions, internal links, accessibility and content can greatly improve your SEO rankings, and implementing them into your onsite SEO isn’t difficult considering the benefits it can bring. Onsite SEO will drive results, help with SERPs, and increase your website’s traffic organically. Finding the balance between effective keywords and keyword stuffing is a skill in itself. You do not want to be penalised by Google because you’ve gone overboard and placed one too many keywords, clumsy internal linking, or clickbait articles.
To fully benefit from onsite SEO, it should be applied throughout your website and not solely focused on the homepage. Each and every page you have should have effective and well-thought out keywords, titles and URLs. The content should be readable, grammatically correct, and internally link to other pages on your site. Content management can help improve your rankings, better your brand, and make your company more reputable and trustworthy. If you do not provide anything of substance on your website, then Google will not only recognise your site as “spammy,” but your customers will too.
Offsite SEO is a means of marketing and promoting your company’s website over the internet without being as obvious as traditional methods of digital advertising such as ads. The most common methods of offsite SEO is link building, content marketing and social media marketing.
Content marketing is the creation and sharing of online copy such as articles, blog posts, infographics and social media posts. It is a means of promoting your brand without being overtly obvious. Usually, natural and unbiased keywords are placed within the copy, linking to a company’s website. This practice is recognised as link building, which is the process of external pages linking to your website organically to help stimulate interest in your company’s brand.
Offsite SEO has an abundance of benefits, but most prominently it is a means of ranking highly on Google’s page of results. Google use a number of factors in their ranking algorithms, so they can determine which website is more trustworthy and legitimate. Recently, Google has targeted sites which are ad-heavy, and whose sole purpose is to generate revenue rather than offer something of value to their readers/customers. Therefore, content and links need to be completely bespoke and natural as every single link pointing towards your website influences Google’s algorithm. Unnatural links will lower your Google ranking, and Google will eventually issue you out a penalty.
However, by implementing the correct offsite SEO practices, your company will climb Google’s rankings. This increases your online visibility, creates more traffic (and potential sales), generates a ‘vote of confidence and trust’ so you seem more reputable, and promotes your brand.
Both onsite and offsite SEO offers its own benefits, however, both practices strive for the same goal – to promote your company organically, and increase your online presence to Google’s guidelines. The world of SEO can seem alien to some, therefore, if you’re unsure how to improve your onsite and offsite SEO, it’s best to contact a professional.
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