Historically, on-page SEO focused on keywords and content to help search engines index a website for relevant queries. While some of these practices still hold true today, it is essential to remain up-to-date with current best practices.

Off-page SEO includes activities like brand mentions, social media engagement and building backlinks to increase domain authority/rating.

On-Page SEO

SEO (Search Engine Optimisation) refers to a set of techniques used in Content Marketing strategies that aims to increase brand channels' visibility on search engine result pages (SERPs). As competition for internet space grows fiercer, comprehensive approaches must be employed.

On-page SEO refers to aspects that fall within your control, like website content and meta information. This involves making sure all relevant keywords are included in your copy and using structured data markup for increased SERP listings.
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Off-page SEO works to build trust and establish credibility for your domain from outside, such as by gathering relevant mentions and links from other websites in order to increase organic traffic growth. While this process can be highly competitive, public relations tactics aimed at telling your unique company story as well as becoming an authority within an industry can help build it out effectively - such as encouraging customers to leave reviews on Google Business profiles - is an effective strategy that can build reputation while driving organic search traffic growth.

Keywords

Keywords are at the core of any successful SEO strategy. Understanding which words and phrases searchers enter into engines helps you provide them with relevant information based on their needs, driving more traffic while increasing the chance that you rank for those queries.

Effective on-page SEO strategies utilize various best practices related to optimizing website content and HTML source code, including keywords, meta titles, descriptions, page URLs, internal linking and image alt text. They also include techniques designed to enhance user experience of a website by speeding it up, improving its mobile-friendliness and security - factors search engines consider when ranking websites for users.

Off-page SEO encompasses any activities conducted outside your website to boost its search engine rankings, such as building backlinks, social media marketing and brand mentions. These activities can help boost domain authority which directly affects how your site ranks organically search results; backlinks in particular are crucial off-page ranking factors as they signal to search engines that your site is trustworthy and authoritative.

Content

One of the primary focuses of on-page SEO is creating content that addresses your ideal reader's search intent, which requires creating copy that includes relevant keywords, clear page structures (e.g. H1, H2 or H3 headers), and links back to related pages within your site.

Original content establishes your brand as a trusted source for fresh insights and useful information, while encouraging organic sharing and linking for greater authority. Publishing podcast show notes or transcriptions or webinar slides could attract additional links back to you website.

Off-Page SEO involves external factors like building high-quality backlinks, engaging in social media marketing and guest blogging activities, optimizing technical aspects of your website - like fast loading speeds and mobile friendliness - as well as building credibility with Google through their Search Quality Rating Guidelines. Although off-page SEO takes longer to produce results than its on-Page counterpart, its long-term benefits may outweigh this initial time commitment.

Link Building

Link building refers to the practice of acquiring links on third-party websites to your own, which act as endorsements of your content and increase its authority and relevance within search engines.

Content marketing, guest blogging and social media strategies are among the many off-page SEO techniques that can help you meet your marketing objectives; however, using a campaign-based approach ensures that these activities can be measured against overall goals and are aligned with them.

Off-page SEO involves more than just on-page factors in your control; rather, it requires building relationships and trust with other sites. Therefore, it's vital to understand your target audience's needs and preferences in order to create and share meaningful content that resonates with them - this requires research and analysis so you can formulate a sustainable strategic plan that supports your goals over time.