The goal of SEO is to make your website discoverable by the people looking for you. To do that we need to work on both categories of SEO campaigns: on-page and off-page. On-Page SEO looks at optimizing the individual pages of your website while Off-Page SEO improves factors outside of your website. While they are hugely different in nature, they both contribute to the fact that you need to be discovered by the people who look for you.
On-Page SEO Ranking Factors
Every page on the internet is an HTML, rendered by the browser for our view. There are a couple of things we can do to improve our on-page SEO:
#1 – Optimize Your Metadata
Titles, description and H1s are a few examples of metadata on a page. They help search engine robots to better understand the page and bring more targeted audience for us.
These are a few tools you can use to improve your metadata and rankings. Note that updating metadata is the fastest way to see SEO results:
#2 – Optimize Site Speed to Enhance User Experience
Google studied page load time versus bounce rate in 2017 and you can see the results below. It is astonishing to see how page speed affects your audience and you can check with Google PageSpeed Insights to see how you can improve it.
#3 – Create High Quality Content for Your Website
There is a saying everyone has probably heard: “Content is King”. Good quality content improves your on-page rankings and drives traffic. In today content saturated world, you can not resist effective content marketing and you can hardly find a good content campaign. There are content checklists for SEO that you can reference when crafting your strategy.
#4 – Boost SEO Using Schema Markup
Schema.org is a language for reading an HTML page by the robots. It help the search engine to understand the page and every element in it. Check out these links to get a better sense of what it is.
Off-Page SEO Ranking Factors
Off-page SEO reflects the competition in the internet. Every website uses its own strategy to establish authority and credibility and these techniques are the building blocks for making it happen. You can use Moz’s Open Site Explorer to measure your website’s Domain Authority or ranking potential.
A few off-page SEO ranking factors are:
#1 – Link Building to Establish Authority
Link building strategy is at the core of off-page SEO to establish authority. Just think of the internet as a web of different addresses linked to one another. You need to be present and interact with high authority websites and you need to have enough friends to establish authority. This is a great resource for link building tools and how you should use them.
#2 – Be Present in Local SEO Rankings
High authority websites that focus on local businesses or an industry are an important source for SEO authority. Have your business name, address and phone along with other business information in your local profiles in sites like Whitepages, Yelp, Google My Business listing or specific industry websites.
#3 – Establish a Reputable Social Presence
Social Media have won all the wars for user’s attention and you need to have a social presence not only for your users, but also for your SEO rankings. Search engines also go through your social media posts and index the links to some extent. Overall, social presence is a must and search engines have understood it. We should too.