From the blog

What Every Business Needs To Know About SEO: On-page Vs Off-page

  • Digital Marketing
  • SEO

21 Aug 2019

What SEO work can often feel like

Finding good SEO services in Perth can be tricky. You want your business to rank highly when people search for your product or service - so that you generate more leads, sales, inquiries or whatever else it is that your business needs to thrive - but how exactly do you go about making this happen?

Sometimes working on your search engine optimisation can feel a bit like ancient people praying to the gods to deliver a bountiful harvest. You perform rituals and sacrifices and do a whole lot of things in the hope that the all-powerful beings - in this case, Google - smile upon you and deliver favourable search engine rankings.

The good news is we’re here to help! As the state’s biggest full-service digital agency - and a leading provider of SEO services in Perth - we know a thing or two about getting you closer to that holy grail that the top of the Google search ranking.

Make sure you check out the rest of this blog if you’re keen to learn more about some of the up-to-date fundamentals of SEO.

On-page vs Off-page

When most people think of SEO they think of keywords. Those of you with some more advanced knowledge might even be aware of the way that things like title tags, headings and load speed affect your ranking.

But did you know that what you do with your website - what’s known in the biz as “on page SEO” - is only part of what Google looks at to determine your search engine ranking.

There are two main factors that Google’s almighty algorithm evaluates when ranking your site compared to others on the web:

  • On Page SEO - looks at what your site is about.
  • Off Page SEO - looks at how authoritative and popular your site is.

To put it another way, what you rank for is determined by on-page factors. How high you rank in the search engine results is largely determined by off-page factors.

A Guide To On-page SEO

On-page SEO refers to optimising the different parts of your website that impact your search engine rankings. At the end of the day, the goal of on-page SEO is to ensure that your site can be easily read by both potential customers and search engine robots.

Google should be able to easily index your web pages, understand what your site is about and easily navigate its structure and content.

These are the parts of your website that you have control over, so they should definitely be your first priority when formulating a comprehensive SEO strategy.

The most important factors that influence your on-page SEO include:

  • Title Tags:every page on your site has one of these. It should be optimised to contain your targeted keywords.
  • Headings (H1): these are usually the largest words on any given page, so Google gives them a bit more weight than other copy. Best practise is to work your targeted keywords into your headings while also making sure that you accurately reflect your page content.
  • Alt text for images:“alt text” isn’t visible to users, but search engines crawl it in a similar way to the rest of your website copy, so inserting some relevant keywords will help Google understand your page’s content better.
  • URL Structure: it’s a good idea to put your keywords into your URL’s if possible. However, changing your URLs can be risky, so make sure you consult a professional before you do so!
  • Page Content:Google wants to deliver useful content to its users. It has various ways to measure how useful your content is.
  • Page Load Speed:Google also wants to deliver the best possible experience to its users, and this means helping them to find what they’re looking for as quickly as possible. Optimising your site to load faster will help it to rank higher in search results.
  • Internal Linking:Internally linking to other pages on your site helps both Google and users to navigate your site.

A Guide To Off-page SEO

Off-page SEO is a little less straight forward, but it’s absolutely vital to getting your website to rank highly on Google. While most SEO services in Perth are across on-page SEO, relatively few have the understanding of off-page techniques needed to really get your site ahead in an increasingly competitive field.

Good off-page SEO involves increasing the authority of your website by getting links (also known as “backlinks”) from other websites. Similarly, the more authority that the sites linking to yours have, the better this is for your search engine ranking.

To explain it in a different way, Google wants to deliver useful content to its users. If loads of other sites are linking to yours, then it sees this as a good indication that your site is useful and ranks you higher.

The typesof websites that link to yours are also important. Google views sites that have a greater domain authority (especially .edu, government websites and sites of big, established corporations) as being more “trusted” than smaller, less well-known sites. That’s why it’s much more valuable to have a site like Buzzfeed link to your page than it is to get a link from your mate’s small business’s website.

Ultimately, a lot of off-page SEO revolves around the number and quality of the backlinks that you are able to establish. Some ways you can go about building them include:

  • Creating amazing content - such as blogs and infographics - that people want to link to because of its value.
  • Reaching out to influencers in your industry, showing them your content and asking for a backlink (hey, if you never ask, you never receive, right?).
  • Social media shares of your content that end up generating links.
  • Guest posting (or guest blogging) on websites related to yours.

Don’t Get Stung By Google!

Google is a pretty savvy company and they know that people spend a lot of time and money to boost their search engine rankings. Because its mission is to deliver the most relevant content to its users, it can actually penalise you for buying links in an attempt to boost your ranking.

You can also be penalised for submitting your links to directories that are designed solely to boost your domain authority. At the end of the day, quality wins out over quantity.

Which Is More Important?

That’s kind of like asking which is more important to your car: the wheels or the engine? They both need to be working properly to get you where you need to go.

That being said, we’d definitely advise you to concentrate on your on-page SEO to get everything in order before you start focusing your attention on your off-page work.

But just like a car, both aspects of your SEO need careful maintenance if you want them to perform at their peak over the long term.

Supercharge Your SEO With Alyka

As a leading provider of SEO services in Perth, we have an excellent track record of delivering great results for our clients. Our SEO ninjas can help you formulate and execute a comprehensive strategy that includes a full range of the on-page and off-page techniques we discussed above.

Get in touch if you want your business to rank closer to the number 1 spot on Google. SEO work takes time, so the longer you leave it, the more of an advantage your competitors will have!