SEO on page and SEO off page are strategies in charge of helping a website improve its positioning in search engines. This allows users to easily find a website when they do Google searches. The two above-mentioned SEO optimization options are actually two sides of the same coin, because they can’t survive without each other .
Although the two categories of SEO are importanT, we must necessarily focus on SEO on page because even if we do an off-page strategy (SEO off page), obtaining links, achieving reference and raising the domain authority, it is useless for the people who come to a site if the information is poor or does not have quality content.
In this article, we propose to differentiate SEO on page from SEO off page, analyze the importance of both strategies for search engine optimization and how to complement them to improve results.
What is SEO On Page and Why Should We Start With This Strategy?
As a starting point, we must start with SEO on page , which seeks to increase relevance. It is intended to generate a user experience on our page that is much more effective. In addition, with on-page SEO we can perform the following actions, such as identifying who our buyer personnel is to write content according to him.
Likewise, it is possible to include a series of internal links in the articles so that this buyer personnel can carry out their buyer’s journey and progress from stage to stage. You can also optimize the writing of it using main keywords or longtail keywords so that our website appears in Google search engines.
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What is AIDA Method?
At the level of optimization within the page, you can use writing using the AIDA method, an acronym that means Attention, Interest, Desire and Attention. It is a strategy used by the marketing and sales teams, based on the behavior of the potential customer during their purchase process.
The AIDA method can be used by both the sales team and the marketing team and is intended to guide potential customers more successfully through the sales funnel. In this sense, all on-page SEO is intended to increase the quality of the content that is generated and, on the other hand, optimize that content based on our user.
In such a way that when a user comes to our website they stay as long as possible. Hence the importance of links to increase the time spent on the page. In this way, a person who enters our site and automatically leaves, Google recognizes that as a very high exit rate and increases the bounce rate.
In short, all these factors prevent our page from becoming relevant. For this reason, the main objective of on-page SEO is to obtain relevance. While off page SEO has the function of enhancing on page SEO, because it prioritizes domain authority.
What is off-page SEO and What is it For?
In this sense, what promotes off-page SEO focuses on the link building strategy, which through different actions, allows us to enhance the domain authority of our page.
These actions convey authority, since if the SEO on page is optimized, has a good user experience, is written for a buyer personnel, has internal links, has the keywords set and the correct writing method, Google recognizes that it has authority and relevance. That is why we say that the two SEO variables complement each other.
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So link building is then the way to obtain these external links. The same can be achieved through guest posting, writing an article on another page to direct or link to your own website. At the same time, the user of the other page writes an article on our page and links it to his.
In turn, another way is through press releases. Press articles work through a press release on request and a link is placed to that article with destination to our website. The link bait, a third option, refers to content that is of such good quality that external sites use it as a reference. The guest posting is a strategy round, while the link bait is natural.
Our goal in Google searches is to be as natural as possible. You can’t pay to rank high, as people who pay to rank are heavily penalized.
At one time there was a strategy known as “link farm“, where people paid a fictitious person and provided many links, and then that page ranked among the first places in Google search. Fortunately, this resource was discontinued because Google began to prioritize the quality of content. He preferred the user over the person who created the content.
From that moment, all the links, unreliable or paid sources, that is, what was built artificially to gain more visits, now Google penalizes them and lowers the ranking, because those people pay to appear.
The Anchor text or anchor text is the title of the link or visible text of the hyperlink that links a website to a particular article or resource. It is used to provide more information about the site to which you are linking, in order to help people provide more relevant descriptive and contextual information about the target content and search engines to better optimize the content.
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In another order of things, in on-page SEO we must also mention the topic clusters , created by Hubspot, they are a set of familiar links or related to each other by thematic content. These related articles are known as satellite links, linked to a main content.
The Three Benefits of The Topic Cluster Are:
- Organize the content so that Google can track it and understand how it works.
- Improve the user experience so that you can find exactly what you are looking for.
- It adds authority and relevance to the pillar page, from which the satellite content will also benefit by being reciprocally linked.
In summary, SEO on page and SEO off page are SEO resources or strategies to optimize search engines so that our website achieves greater visibility among searches.
Of course, the more quality said content has, the greater the chances of being positioned in the first lists of Google searches.
In addition, both complement each other by generating more organic traffic to your site, so it can be said that they are two sides of the same coin.