Search engine optimization (SEO) is quite a crucial tool for anyone who has a website and wants to get traffic into the website. You may have observed that when you look something up on Google, it always presents to you different websites that have answers to your question. That is SEO at work; it helps in getting search engines to see your domain and the content of your website. SEO is also about getting traffic into your website with the help of search engines like Google, YouTube, Bing, etc. this is because search engines take responsibility for over 70% of the traffic you may get on your websites. Many things make up factors of SEO that help your content to rank high in any search result. Such is the quality of your content, keywords, and so much more.
Reports show that over 3.5 billion searches are being done daily, with over 80,000 searches carried out every second. Thus, to have your content optimized as to rank high in any search result and to cater to all those searches, you need to get the on-site SEO and off-site SEO to work in your favor.
What then are the on-site SEO and off-site SEO?
One thing to note is that on-site SEO differs from on-page SEO. On-page SEO is about optimizing the content of a particular page on your website, i.e., an article. On-site SEO is about optimizing the whole element contained on your website. That is, to have your website always rank higher when any content related to your website is searched for. When your website is optimized, it will generate more traffic from search engines and, thus, start attracting paid traffic to it.
On-site SEO goes beyond getting search engines to understand the content of the pages on your website; it also helps visitors on the site understand what the page is all about and make a quick conclusion whether what they are searching for is what they have found or not.
The aim of an on-site SEO is to make searches a smooth ride for both the search engines and users or searchers, such that they understand what a website is all about and what the WebPages have to offer. It helps both the search engines and users to find the page connected to a search through the keywords entered in the search. And more importantly, you, as the website owner benefits from traffic and ranking if the website is found vital to the searches.
Importance of on-site SEO to a website
On-site SEO is essential to every website because that brings websites into the limelight of ranking. On-site SEO makes known to search engines the existence of your website and what it has to offer to users or searchers. Where on-site SEO is appropriately utilized, your website will be boosted to the top for the notices of bots and humans alike.
Creating a website and uploading content to it is nothing close to a functional website; you need to optimize your website to find traffic into your website; otherwise, your site stays with a low ranking amongst other sites.
Why do we say on-site? This is because whatever minor changes or upgrade you made to your site in order to boost, it will be apparent to anyone who visits your site.
On-site SEO is about making sure that all your content is optimized to meet the top-notch algorithm of search engines to be ranked high with that search engines’ search results. Search engines upgrade their platform daily for more effective performances, such as Google is reported to have over 200 factors in their algorithm to rank websites. The algorithm is what they used to assess and understand what a user is looking for and then provide answers to what he intends to find. Thus, it becomes imperative that you upgrade your websites in tune with the search engines to rank on the top of search results of those search engines.
Very important, you have got to be very careful with the actions you take on your website; this is because every step you take influences your website; as such, you be careful and make sure to get it right and not mess up anything. A wrong step can draw you back or leave you to be stuck at a spot without increasing in rank.
Off-site SEO, unlike on-site SEO, is less complicated. This is about every other action you take outside your website to help you get traffic into your website and increase your ranking on various search engines. Off-site SEO is as important as on-site SEO because sometimes, on-site SEO is not enough to get your website rank high with different search engines. Why ranking is very important to your website is that, without ranking, your website will never be noticed among many websites out there, and as we all know, 21% of search engine users or searchers do not always go beyond the first page of their search results.
Generating traffic to your site through other means helps search engines and online visitors to see it as a relevant website to get a solution to their queries on a particular matter. On-site SEO aims at working on the popularity of your website, it makes it look trustworthy to search engines and online visitors, and it makes it gain authority over other websites.
Basically, off-site SEO is when some other famous and trusted websites add links about your page details to their website’s contents. And that allows your website to be seen as a trustworthy website.
As a part of off-site SEO is off-site Page, it is by building backlinks and sharing your WebPages on social media groups and pages to get more traffic to your site. So all other actions you undertake to get people to visit your website are tagged as off-site SEO.
Importance of off-site SEO to a website
Search engines use algorithms to present search results and rank them. It is vital that you find other ways to bring traffic to your website. The more you draw people to visit your site, the higher your site will be ranked among other websites by search engines. And when you generate that high traffic, it makes your site look viable for paid and organic ranking because it shows that people love your site and will continue to visit it.
When we talk of backlinks, it is an off-site SEO action that helps draw people to your site from another site, whether or not they search for your page. And another off-site SEO action is when you share your links on social media groups or pages with people interested in the particular niche as contained in your website. This will also draw traffic to your website in no time.
Differences between on-site SEO and off-site SEO
On-site SEO is as essential as off-site SEO; both are the groundwork you need to do for your website.
Actions you take within your website to boost your ranking level on search engines is on-site SEO. While actions you take outside of your website to generate traffic into your website are off-site SEO (refers to ‘link construction.’ This means getting other websites to include in their contents links that will lead visitors into your page or, instead of sharing those links to social media groups, to get people to visit your platforms.)
It is hard but not impossible to rank higher using only on-site SEO without carrying out off-site SEO. Most high-ranking websites use both on-site and off-site SEO to rank higher with search engines. If you intend to make your website a successful one, you will need them both too.
How does on-site SEO works?
In the past, it was all about having exact keywords that relate to search included in your content to make it easy for search engines to recognize your website and thus rank high among the search results. This is no longer the situation, however, now that search engines are continually upgrading. There are now several other factors that go into on-site SEO to optimize your websites, such as heading, loading speed, and more. The experience of searchers and how vital your content is to the query of the searcher are also factors put into consideration now to rank your page.
Below is an extensive analysis of the various factors of on-site SEO.
This is the primary factor of on-site SEO. Your content must be of high quality and qualify as of high quality; it should be able to such questions as, how relevant is the content in comparison with the search? And you should be able to think like the searchers as to; what would they look for? What would they like to know? And what kind of content will satisfy their search?
Thus, when your contents touch the relevant points, then there is a chance of being ranked. And provide the searchers with something to read gives an extensive content and may even be lengthy, preferably. Lengthy and qualitative contents work well to rank your website higher to even get the chance of being on the first page of a search result. This is because the report shows that websites that rank higher with Google usually are content with an average of 1,890, and Google algorithms also rank websites based on how long users spend on them. Thus, if you want your website to rank high on search engines, give the searchers extensive content to read.
Not only should your content be rich, it should be readable too. People can only spend more time to read the contents on your site if they can read them and assimilate. And how complicated is it to navigate through your website? Is it something readers have to suffer through ads, or they can read contents conveniently. And it would be ideal if you were careful not to plagiarize your content or to provide fake information in your content.
These are terms that lead a search to your website; they are words that when searched, your website appears because of them. Thus, you need to include such keywords into your website, several of them, but in a strategic position, not anyhow. As much as you need them to be included all over your content as of the factor of on-site SEO, you must not misuse them. Otherwise, it might also cause your website to be hard to find. There is a report that says over 30% of keywords that have over 10,000 searches in a month contains over three words. As much as you can use short keywords, also include long keywords in your content.
The title of content on your website is one crucial factor that helps rank your website in searches. The title informs bots that crawl through the web and the humans alike that what they are looking out for can be found on your website. Thus, make sure to include in your title core keywords to ensure that your title is ranked highly.
To have a good title to your content, It is advised not to go beyond 70 characters, as 78 characters are what search results present, and anything more than that, the rest will be cut off. It is also best to include your keywords in the title; however, as much as that may be important, do not overdo it. And do not use all caps in your title, unnecessary.
Search bots place so much importance on your content headings, thus making headings another vital factor of on-site SEO. Make use of the right heading tags in your writing and include your keywords much and naturally.
Headings are a way of arranging contents into convenient categories and so as to make it easier for users to find which part of the content they are looking for and interested in. headings should not be a repetition of your title even if they have to contain some of the important keywords. To have optimized headings, frame it in the form of a question, in which case your content gives answers to it. It is important to know that usually, about 8% of queries on search engines are in the form of questions.
URL Structure and HTML Element
These are not so apparent and emphasized enough as such poorly used in on-site SEO. The URL structure, and the words contained in it, plays a vital role in ranking your page and how it appears on the search engines.
You need to make the URL simple for search engines to identify and for the bots to crawl through your site; make sure to include on your URLs vital keywords.
HTML is the element of your source code, and they are just as important. Also, use HTTPS on your website; it helps rank your page higher; it gives you a 50% chance of making the first page and a high chance of appearing on a voice search result.
This is the small piece of information beneath a page title in a search result. It is a description that informs search bots and humans what is contained in the page and whether it is related to the search query. From it, a searcher can decide whether your page is relevant to his search and then worth visiting. The Metadata can be included when publishing your content via WordPress or any other internet-publishing tool.
The Metadata are as important as the title of your page. In writing the Metadata, try as much as possible to include one or two keywords but not alphanumeric characters. And cut it down to an average of 160 characters. Although, as for Google, it allows for over 220 characters; however, it becomes shorter on a mobile phone and cut down 120 characters.
The speed at which your pages also load plays an essential role in the ranking of your page. When your pages load faster, it is favored by searchers more than pages that load any slower, thus it helps boost the performance of your website.
Not only about the searchers, search engines, such as Google is said to have preferred a site that loads faster over those that load slow, especially on mobile phones. It is common knowledge now that most searches are carried out on mobile phones and not on desktop browsers. And there is a report that said websites with speed loading are ranked higher than those with slow loading.
This is about the image contents of your page. This could be images or videos. Contents with videos are said to have over 50% chance of appearing on the first page of a search result. This is practical; because we usually see youtube videos appear on the first page of a search.
When you include an image or images on your site, include a text summary in it or them with relevant keywords. It should describe what the image is about, and if possible, the text should not contain over 125 characters.
Internal linking is a part of on-site SEO redirecting visitors to another page on the same website. As such, keep visitors much longer on your website. This is using your site to be extra helpful and reliable and, thus, help in ranking your site. How it works is that when searchers spend a longer time on your website, it gives search engines more time to crawl your website pages and collect more information that it can use for other searches, making your websites to rank higher in search results.
How does off-site SEO works?
Even though on-site SEO plays a greater role in optimizing your site, off-site SEO when properly used can help your website get a better ranking than you can think of. As said earlier, many successful websites make use of both on-site and off-site SEO to boost their ranking.
Just like on-site SEO, there are several factors that make up the off-site SEO. They are as follows.
Backlinks are the primary factor of off-site SEO. They are considered as an expression of the value and quality of your website, such that the more links your website contains, the higher it is ranked by search engines. Backlinks are about how many domains are linked to your site, and the more number of domains linked to your site, the higher your ranking with Google.
You can get a backlink when some other websites decide on their own to link their content to yours. Perhaps it is because your page has the information their content needs. Or you can get a backlink manually by asking other website owners to share your content on their page to draw traffic to your website. Or you can do a bargain to backlink to a site when they backlink to yours. This is not abnormal, in a study by Ahrefs, it says that close to 50% of the site that ranks very high on Google do reciprocal links.
Another way to create backlinks to your website is by adding links to your website on forums or blog comments.
Social is another most important factor of off-site SEO. Report shows that an adult spends an average of 12 hours on social media every day and as such, might come across a link to your website. Although organic rankings tend to draw over 300% traffic to your website than the social media, social media can still help you generate traffic to your website, though it will not push to the very top.
Unlike popular beliefs, YouTube is just right next to Google in terms of search engines’ ranking. So when you create a YouTube channel and upload a video that viewers are so much attracted to, you can then post a link beneath it that will redirect traffic to your website when clicked on.
As stated, creating a website and uploading content to it is not to have a website; you can boast of owning a website when your website becomes popular with quite several people searching for contents that will link back to your page or website, which is as a result of high ranking on search engine. To gain this complete satisfaction is what on-site SEO and off-site SEO helps to do; however, it is quite difficult to really measure the effect of both, on the ranking of your website.
The important thing to note is that WebPages take a while to rank high on search results. Study shows that only about 5.7% of WebPages makes it to the first page within a year of being posted. So there should be no panic; you do not get results immediately after utilizing both the on-site SEO and off-site SEO. The whole idea is to generate lots of traffic to your website, so when both are used at the same time; you should be assured to get the result faster.