on-page off-page SEO
How To

How to use on-page and off-page SEO to your advantage

If you own a business or run a marketing department, you need to make sure that you’re using an effective SEO strategy. Not only will this help to get your website more visibility, but it can even help you to attract more customers.

In order to ensure that your site makes it to the first page of search results, there are several important steps that you need to follow in order to optimize your on-page and off-page strategies.

On-Page SEO

1. Pick the right SEO keywords

Your keywords are the words and phrases that people will type in to reach your website, and that’s why you need to make sure that they’re likely to be typed into the search bar.

Not only should they be terms that people are likely to type, but it’s also important to make sure that you pick words and phrases that people are likely to say out loud into voice assistants. This is one of the most important on-page SEO steps to take.

Also, it’s important to choose a mixture of short and long-tail keywords. Long-tail keywords are keywords that are phrases that consist of several words put together, which are likely to be typed into search engines more frequently and can more easily roll off of the tongue for people using voice search.

2. Ensure that your SEO content is well-organized

In order to improve Google search ranking results – and to ensure that your site ranks well with search engines – it’s important to ensure that it is easy for readers to follow. One of the most important parts of that is making sure your content is well-organized.

The latest Google algorithms take into account how easy it will be for people to follow the content on your site, which makes it more important than ever to ensure that everything you post is strategically structured.

Additionally, it’s important to make sure that your site is easy for visitors to navigate by creating a highly visible navigation tree that includes inbound links on your home page. A sitemap is helpful as well.

Also, make sure that you include the same links at the top or bottom of side pages.

3. Include distinctive, eye-catching imagery on your site

It’s often said that a picture is worth 1,000 words, and this couldn’t be any truer when it comes to the content of your website. Choosing the right imagery can greatly improve your site’s SEO effectiveness.

Not only do you need to choose photos that catch the eye of readers, but it’s essential to ensure that your site’s photos fit your site’s color theme (and are SEO-friendly).

In addition, it’s important to make sure that you have the license for any photos that you feature on your website, which will ensure that you abide by copyright laws.

4. Use wording that keeps readers engaged

You need to make sure that your content is worded in a way that will capture the attention of readers and make people more likely to buy your products.

It’s vital to read your content aloud, which can allow you to catch grammatical errors that you would have missed otherwise, create more engaging content, and ensure that your site’s content ranks well with search engines.

If you are not familiar with how to create engaging written content, consider exploring SEO copywriting services to assist you.

5. Do not keyword stuff your content

Search engines are much quicker to pick up on keyword-stuffed content than they were in the past. As a result, it’s essential to make sure that you keep your keyword density in the range of 1-3%. Exceeding 3% could get your page removed from the search results.

Be advised, keyword stuffing can seriously detract from the quality of your content, which makes it essential to ensure that your keywords fit into your content naturally.

6. Video marketing can significantly boost your SEO rankings

Video marketing can greatly improve the quality of your website. Not only can it help your site’s search rankings, but it can also help to increase the conversion rate on your website.

In order to ensure that your video marketing is successful, it’s important to make sure that the videos on your site are shot with effective lighting, run smoothly, and include concise and detailed descriptions.

7. Being mobile-friendly is more important than ever

It’s estimated that more than half of all the traffic on the internet comes from a mobile device. As a result, it’s important to make sure that your content will show up well on these handheld devices. Not only is this important for your search rankings, but it’s also important to ensure that your content has a high conversion rate.

8. Make use of LSI keywords

LSI keywords are words and phrases that are similar to the keywords that you’ve chosen. They can be long tail, short keywords, or anything in between.

The latest Google algorithms are getting better at recognizing words and phrases that are related to your keywords, which makes it more important than ever to include these terms in your content.

What is off-page SEO?

There are plenty of off-page SEO techniques and factors that matter just as much when you’re trying to improve your search engine ranking results.

You might be wondering, ‘what is off-page SEO optimization?’ How can factors outside of my website influence my ranking? Here’s what you need to know about off-page SEO optimization, how it works, and why it’s important.

The most important part of off-page SEO is your link building. Search engines look at the network of links within your website, as well as external pages that link to your site. It’s always great when your off-page links can happen naturally – for example, maybe a blogger likes one of your posts and links to them in their content. However, it can be difficult to get others to share your content without a little bit of self-promotion.

One of the best ways to do this is by asking online influencers in your niche or even just happy customers to share your website or blog post. There are some instances where you can add backlinks yourself to other sites, like posting a link in a forum or directory.

However, Google doesn’t always like these self-promotional techniques and they could get you blacklisted. This is where hiring an SEO consultancy comes in handy – they are highly familiar with these techniques and can help you choose the one that makes the most sense for your needs.

The most effective backlinks are ones that are on sites that are already highly respected by Google in terms of both popularity and reliability. The anchor text of the link should be properly formatted, and it should be coming from a site that’s relevant to yours. These factors can increase the SEO effectiveness of your backlinks.

The number and type of other links on the page can also affect the overall authority of the backlinks. Additionally, performing link building analysis can give you an idea of how to optimize your off-page SEO program.

Search engine optimization (SEO) is critical for the success of any web-based business. As such, it is important that you understand what SEO is, how it works, different SEO techniques, and how you can capitalize on its power to grow your online business.

Search engine optimization is a method used to describe a set of activities that aim to increase your website’s ranking on search engines like Google and Bing. Besides helping you attract quality traffic to your website, SEO can also improve your website’s user-friendliness and boost its credibility through off-page SEO techniques.

Understanding off-page SEO

Off-page SEO refers to the strategies you employ to improve your Google search ranking results and website’s ranking on search engine result pages (SERPs). Most people associate off-page SEO with link building. However, this is just one of the many off-page SEO techniques. Generally, off-page SEO has to do with your website’s promotion methods – beyond the site’s design – with the goal of realizing a higher ranking on SERPs.

On-page vs. off-page SEO

On-page SEO refers to anything you do on your webpage or post to help improve your site’s position on SERPs. These include anchor tags, keywords, meta tags, and meta descriptions, internal linking, and page/post titles.

Off-page SEO, on the other hand, refers to anything you do outside of your website to help improve its ranking on SERPs. These include things like influencer outreach, guest posting, link building, and forum posting, to name a few. Basically, off-page SEO methods are meant to help Google understand what others think about your website, products, and services.

Here are some of the most important off-page SEO techniques to help boost your website performance.

1. Guest blogging

This is definitely one of the most effective off-page SEO techniques because it helps with both reputation and link building. When you create a guest post for another website, the site will often allow you to create your author’s bio and link the post back to your website. This adds a site to your backlink profile. Additionally, it builds up your reputation by having your name and brand feature on another website.

Useful guest blogging tips:

  • Target the right audience
  • Provide value for the host site
  • Measure your results

2. Social networking

According to Pew Research, people hang out on social networking sites more than ever before. Therefore, a great off-page SEO technique would be to capitalize on the power of social networking sites to boost your content’s reach.

When your content is read by multiple users, it appears more authoritative, thus alerting search engines that readers around the world are accessing your content. And if your content has real-world statistics, then your readers will most likely share it with the people in their network, thus increasing its visibility.

Important social networking and signaling tips:

  • Make a commitment
  • Show off your personality
  • Listen more, promote less
  • Let passion drive content

While linking is the most important part of off-page SEO optimization, your social media presence can also affect your overall rankings. A strong social media program inevitably creates links to your website online, both by your own social media profiles and posts about you that others share.

Working with influencers on social media is a great way to boost your brand recognition while improving your off-page SEO. These influencers don’t necessarily have to have a huge following, but they do need to be related to your brand and they need to consistently be able to generate engagement from their followers. You can also work with bloggers to generate good off-page SEO links and brand recognition.

Having a popular blogger write a post about you is a great way to drive traffic to your website, and the links they use will help to improve your search engine ranking as well. It can take time to find the right influencers and bloggers, but it’s worth putting effort into, as social media commands a huge amount of online traffic right now.

3. Content marketing

Every social networking site has its preferred content form: YouTube is more popular for videos, Instagram for images, Twitter and Facebook for expressing thoughts. Most webmasters spend a lot of their time on Facebook and Twitter while ignoring YouTube and Instagram.

For instance, say you have written “a step-by-step guide to off-page SEO.” You can create a YouTube video to go along with it and add the content’s URL in the post’s description box. This way, visitors from Google will find your content on SERPs while YouTube searches will find your video. Always focus on repurposing your content with your audience and resource in mind, all the while taking advantage of the boost you can get from different kinds of content.

Useful SEO content optimization and copywriting tips:

  • Create content that has a clear and measurable business goal
  • Keep your brand voice steady across channels
  • Understand your audience’s journey
  • Ensure your content is consistent, factual, and up-to-date

4. Newsletter marketing

A newsletter is one of the most effective off-page SEO techniques you can use to interact with your audience without spending much money. However, it is a huge responsibility, too – people do not just give their emails to strangers. As such, it is important that you give your readers value. Plan your newsletter, including recently published content from your website. As a thumb rule, keep your newsletters short but rich with relevant and interesting information. Also, ensure that your newsletters are timely, always sent according to your audience’s local timing.

Important newsletter marketing tips:

  • Make it easy to subscribe for your newsletters
  • Let your subscribers know what they should expect
  • Design newsletters that fit your brand
  • Send people content they want
  • Make it shareable

Off-page SEO strategies are important for the success of any online venture. However, they should never override other SEO techniques. No matter how strong your off-page campaign is, without a credible on-page SEO, your site may never rank high on SERPs. It is important that you have a well-designed website, fast loading pages, SEO optimized hosting, and quality and actionable content, among other features.

And the list does not end here. There is plenty to explore by yourself. Keep one thing in mind: the more that higher authority websites talk about you, the greater chance you have to rank high on search engine result pages.

A guide to off-page SEO and link building analysis

Link building analysis is a vital part of any good SEO strategy, as well as one of the trickiest. The goal of link building is to generate hyperlinks from other websites that lead back to your own, something that can seriously boost your position in search engine results. 

Although the algorithms used by search engines such as Google are relatively mysterious, most SEO professionals agree that obtaining high-quality links is a great strategy to demonstrate the trustworthiness of your site, making it an excellent way to improve your rankings and contribute to the successful growth of a company. But how can it be done?

There is no one way to go about link building. SEO professionals have been honing the art for a number of years through a range of techniques including:

  • Asking for backlinks
  • Setting up a blog
  • Writing guest posts on other blogs
  • Listing sites in trustworthy directories
  • Building relationships with online communities

None of these methods are guaranteed to work, however, and can sometimes waste precious time. This is where link building analysis comes in. 

Designed to help you build valuable links that will boost your SEO efforts, link building analysis will help you discover the link building strategies that have worked for your competitors and to understand your sector in more depth. Indeed, successful link building and off-page SEO techniques will differ across industries, so it is important to do your research before getting started.

How to conduct link building analysis

If you’re looking to start researching your link building options but are unsure where to start, we’ve put together a few helpful tips.

1. Consider who your main competitors are

Write out a comprehensive list of your main competitors, ranking them by importance and relevance. This will help to guide your research.

If you are unsure of your competitors, try typing some SEO keywords relevant to your business into Google and noting the first few websites that appear in the search rankings.

2. Gather some link analysis data

Find a tool that will give you some valuable data such as this Link Explorer tool. Other helpful tools include SEMrush and ahrefs, all sites with the potential to offer you a range of useful data including:

  • The websites that are linking to your competitors but not to your website
  • Metrics of success including Spam Score, Page Authority (PA), and Domain Authority
  • The Spam Score of links pointing back to your site
  • Where your competitors are earning their links and how
  • Whether there are any broken links to your site
  • The kinds of pages that outperform others
  • How sites are linking back to yours, including the anchor text data for every URL, link and domain.

3. Collate and cross-reference your data

Once you have collected the above data and entered it into a spreadsheet, you can go about thinking about what it could mean for your link building strategy. Visit the sites that link to your competitors but not to your site and think about how you can go about changing that. 

Do they have options for free links? Is it possible that you could write a guest post for the site? Finally, do they use AdSense? If so, you could target pay-per-click ads at the high-quality websites in your industry. 

If you have, say, a list of 100 unique domains, you can add columns for the URL, domain authority, page authority, as well as for actions that you may take in relation to the data. If you decide to email the webmaster of a site, you can then input details such as the date of sending and the person your email was addressed to.

4. Write a few emails

Link building involves reaching out to webmasters who could provide you with valuable backlinks. When sending an email, remember to:

  • Tell them why including a link could be good for their users
  • Tell them why the link could improve their site
  • Keep it short and don’t feel the need to be too formal
  • Stay away from making overly ambitious promises

Off-page SEO is an on-going process

The world of SEO evolves quickly and you will need to maintain a solid off-page SEO and link building analysis strategy in order to stay competitive. Try to maintain a valuable spreadsheet detailing the strategies of your competitors and try to stay ahead of the game at all times.

Off-page SEO is less straightforward than on-page SEO, and it can be difficult to do on your own. It can take time to build up relationships with other sites in order for them to add links.

Working with an agency, like Segment SEO, you’ll gain access to the top SEO services. An expert team will know of plenty of effective strategies for acquiring backlinks, and they can integrate the backlinks with your on-page SEO strategy for rankings that will surely outperform your competitors.

More on-page and off-page SEO resources

There you have it. These are just some of the on-page and off-page SEO steps you can take to improve your overall digital marketing program. For more SEO tips, visit the Segment SEO Blog and subscribe to our monthly newsletter.