Any search engine optimization strategy can be divided into two different categories – on-page optimization and off-page SEO. Both are extremely different, yet both are crucial to the success of an SEO campaign. In order to understand the difference between the two, we have to understand how search engine algorithms work at a basic level.
On-page Optimization (SEO)
On-page optimization is the optimization of different parts of your website that affect your search engine rankings. It involves all the online techniques that can be employed to ensure that a webpage will rank on a SERP. The more on-page SERP that you do, the more traffic you will get on your website. The quality of a page is improved using both content and technical elements. The different technical aspects of a web page that can be optimized are:
- Title Tags
These are HTML elements that can be used to designate the name of the webpage. They get displayed on SERPs as the clickable result. Every title tag should be unique, optimized with a keyword, descriptive and not more than 60 characters in length.
The title given to content is headings. They should be in H1 format for the best results. The focus of headings should be relevant and descriptive words. Sub-headings in the H2 through H6 format can be used but care should be taken not to repeat keywords throughout a post.
- URL Structure
A URL should be descriptive of the subject of the page. URLs can be optimized with keywords as long they are relevant.
- Alt text for images
Alternative text provides search engines with more information about an image. Alt text should be specific and descriptive of the image content, optimized with a keyword or phrase only if appropriate, 125 characters or less.
- Site speed
Slow loading pages have high bounce rates. That is why page load speed is important. Search engines give slow-loading pages with a lower ranking.
- Internal Links
Easy navigation for visitors on your site can be made easy with internal links. They also make it easier for search engines to understand your site and index pages, resulting in a higher rank.
- Meta descriptions
Brief but vivid descriptions that expand on title tags, summarize a page’s content and tell web users why they should read your content are meta descriptions. It appears below the title and the URL and should be kept below 160 characters.
This is a design element that ensures that your page will display properly on any device.
Off-page Optimization (SEO)
Quality backlinks are the backbone of an off-page optimization strategy. Adding a business to local listings and internet directories including Google My Business, Yellow Pages, Yelp, etc. is a good technique. One more way of engaging in off-page optimization is participating in discussions on sites like Quora. Submitting backlinked content to various sharing sites, including audio, image, and video sharing sites is another off-page optimization best practice.
On-page optimization concerns itself with quality content and making sure that the technical aspects of the site have been optimized for speed, efficiency, and keywords. Off-page optimization is more about quality backlinks from authoritative sites as this guarantees that search engines see the site as relevant and important and reward it with a higher rank.
To learn more about on-page and off-page optimization it would be a good idea to opt for a digital marketing online certification. Talentedge offers IIM digital marketing courses on its platform. An IIM digital marketing course from IIM (Kozhikode) or IIM (Raipur) would be beneficial. Digital marketing online certification would help understand the intricacies of search engine optimization.