SEO on site and SEO off site, differences, advantages and basic techniques
We all know what SEO positioning is, if you have a marketing strategy, an ecommerce or just know about it, you will be up to date on SEO. That is why it is important to understand what is SEO on site and SEO off site, the differences between them and what techniques we can use to implement them.
First of all, what is SEO?
In case anyone still needs to clarify the term, we are going to define it in a very general way, Search Engine Optimisation is the set of techniques that are carried out to optimise a website so that it appears at the top of search engines. If you are starting an online business or an ecommerce, following a SEO strategy is very beneficial as you will be able to boost your business in search engines and make yourself known to your target audience.
what is on-site SEO?
As its name suggests, on-site SEO is based on the relevance of a web page within search engines, focusing on the content of the web page itself. In this type of SEO, we will only include everything that is within our website, such as keywords, page load time, URL's and the user's own experience within the page.
what is off site SEO?
As you can already deduce, off site SEO refers to all those factors that influence positioning but are outside the website we are working on. Those factors that we should take into account in this off site SEO would be the presence in social networks, the quality and number of links, the authority of our brand and the performance in search results.
Differences between on-site SEO and off-site SEO
As we have already seen in the definitions of both terms, the difference between the two is very clear, SEO on site refers to everything you can do within your website to position it, such as page titles (H1, H2, H3), web architecture, usability, content, and many other elements. On the other hand we have SEO off site, which refers to the opposite of SEO on site, that is, it refers to everything you can do to position your website outside of it, such as posting on social networks, participating in forums, creating ads and so on. Therefore, although both coincide in the same objective, the way to achieve it is different.
which is more important?
The first thing that Google will look at and consider before other factors is always the content and its relevance, because what a user needs to find when they search is an answer to their questions, they are looking for information, not that the colours of the page are well thought out, this will work once they have entered the page, but if the design is very good and the information is not there, it will be of no use. Google has already learnt that the usefulness of the content is the most important factor.
With this we could say that SEO on site is more important than SEO off site, but what is really important is that both complement each other, because we can have very good content and design on our website but if we do not help it through social networks, external links and other external elements, we can not position ourselves as well as we would like, the more you make an effort in your strategy, the better positioned you will appear. How do we complement then that content from within our website?
Main actions within off page SEO
What we need to achieve through off page SEO is to improve the positioning of our website, how? By raising the score in the Page Rank, which is one of the factors that is included in the Google algorithm and determines along with others the position that a web page will have after user searches. The Page Rank takes into account numerous factors, such as the number of visits, the quality of the content and the quality and quantity of links. This last point is where the techniques of off site SEO come into play.
There are several actions that we can use within our strategy to get these links that we talked about:
- Create a blog
This action is very important if you want to position yourself in Google, having a blog will undoubtedly help you, but for it to work you have to keep it updated and remember that all the content you include must be of value, if the content we have does not solve the doubts of our users or is not relevant, we will not attract traffic and much less we will get other websites to link to us, because they will never appreciate our content as quality content.
- Content aggregators
One action that will help us to do this is to look for content platforms where we can distribute our content to give it visibility and prestige, which will gradually help us to get links on other pages.
- Social networks
It is very important to use all the resources that are in our hand, and social networks are an essential resource that brings us a lot of benefits, the power of viralization that social networks have helps us not only to generate more traffic, but to make ourselves known much more and consequently, get links. Within the networks we can also create communities on platforms like Facebook or Twitter, seeking with this an active participation of users, avoiding at all costs spam.
- Linkbuilding strategy
Again, the strategy of getting authority pages to link to us is once again the primary objective of off site SEO, if we establish relationships with the administrators of these pages, we will be achieving an agreement in which we both benefit mutually by exchanging links. We both win, so why not go for it?
In conclusion, SEO on site and SEO off site are opposite concepts that seek the same objective, a priori it is more relevant everything related to SEO on site, but we will not achieve a completely optimal positioning if we do not complement the strategy with SEO off site, which will help us to make the content within our website known and get more traffic. Optimise your strategy to the maximum and complement these two strategies to have the best positioning in search engines.