Onsite Vs. Offsite Search Engine Optimization
- What Is The Right Mix?
Currently, Search Engine Optimization (SEO) is the selling tool for every online brand.
It is a great strategy that results in mind-blowing conversions when deployed correctly.
Yes, some will call it a holy grail in internet marketing.
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SEO is a broad subject, mainly comprised of two main strategies: Onsite (On-page) SEO and Offsite (Off-page) SEO.
In a nutshell;
Onsite SEO optimizes the content of your website through generous use of generic keywords on the titles, tags, and the entire website content.
On the other hand, Offsite SEO drives traffic to your website through the use of inbound links from external websites.
That means, if you need your website to rank high on Search Engine Results Pages (SERPs), both strategies are quite handy.
But there is more to that.
So let’s jump right in and explore what each entails.
#1: Onsite SEO
A little recap:
On-page SEO deals with the general content of your website, and is very essential for earning organic traffic.
For Google (and other search engines) to rank you better, you content must make them "happy" -- By being relevant.
But that depends on a couple of factors.
First, the content must be of high quality, crafted to meet your reader's expectations.
Also, you should work on optimizing the keywords on linked images, meta tags, titles and subtitles.
So how does it go?
A: Keyword Research
Perform an extensive keyword research to understand what words and phrases your target audience is searching for.
Because honestly, it could be quite disappointing to realize you have been driving the wrong traffic to your website simply because you missed it at the keyword research.
And because these keywords keep changing with time, experts will always recommend using keyword tools for more updated keywords.
Some of the tools include Google AdWords, Google Correlate, IMforSMB bulk keyword generator, Keyword In, Soovle, Ahrefs, etc.
B: Keyword Filtering:
Now that you have the right keywords, proceed to filter them, so as to remain with those that match your context.
This improves the relevance of your content when a user enters certain keywords targeting your website.
When crafting your content, let the keywords fit into the context naturally.
Yes, avoid keyword stuffing.
Keyword stuffing often results in a disrupted flow, and which definitely annoys your audience. Actually, you can be penalized by Google for keyword stuffing.
Remember when your audience is happy, Google is happy, and your site will be ranked better.
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Also, note that search engines screens through URLs, Meta descriptions, image descriptions, titles, and subtitles.
So the best way to improve the traffic is by using keywords generously in those areas. It simply tells Google what your page is all about.
C: Keyword review
This is also equally important if your website is to remain fresh and relevant to audience queries.
During keyword review, you replace outdated keyword with new keywords as your keyword tools recommend. It should be done as frequent as possible.
Ultimately, the three steps serve to build your Onsite SEO.
#2: Offsite SEO
Like you may have noticed, Onsite SEO can be pretty simple to implement, right?
Well, that’s not the case with Offsite SEO. This one is usually quite engaging and tricky to get the hang of it.
It includes everything done behind the scenes to drive more traffic to your website.
Some time back, Offsite SEO wasn't as evolving as it is today.
The parameters that search engines considered were pretty simple.
You could use backlinks from any website and still obtain a relevant ranking on SERPs.
However, black-hat SEO operations messed up everything. When search engine companies realizes the dishonesty that was going on behind the scenes, they were forced to instill even more stringent measures.
Currently, if you want an effective Offsite SEO ranking, you must obtain backlinks from reputable websites.
Also, inbound links are quite phenomenal as far as search engines are concerned.
Regardless of how excellent your content is, they won't recognize the value of your website if you haven't attached any links.
But perhaps you are wondering, “How do I get the attention of these reputable brands, leave alone earning backlinks?"
Well, it is possible!
You can earn the backlinks either through press releases or guest blogging.
A: Press Releases
Like everything, you need to put aside self-interests and focus on serving the those of your readers.
You know why?
The journalist who will review your post is only interested in how it will add value to their brand. Yes, how we it will edify the reader.
After crafting great content, you can now embark on placing the backlinks in the most relevant words and phrases.
Also, be sure that the post is SEO friendly--entirely in line with the context of your website.
After reviewing your post, the journalist sill most probably copy and paste the content into their website--including your backlinks.
And boom! That's how you will drive crazy traffic to your website.
B: Guest Blogging / Guest posting
I consider guest blogging as a great strategy to kill two birds with one stone.
Here's why:
One, you only focus on the established brands that target your customers. That means in the event your post is accepted, it will market your services from that end.
Two, since you included backlinks in your post, interested customers will flood into your website by just a simple click!
Final Thoughts: Embrace both onsite and offsite SEO
To realize the full strength of SEO, you will definitely need both Onsite and Offsite SEO.
The two work differently, but their fundamental interest is to rank your site high on SERPs.
However, Google 200 ranking records that Onsite SEO contributes about 30%, while Offsite SEO contributes 70% in the ranking of websites.
So, these percentages simply tell you the area you need to invest most of your energy and capital in: Offsite SEO.
But again, both are great of you have to remain competitive.
