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What is SEO? On-page SEO Vs Off-page SEO

Search engine Optimization (SEO) is the process of receiving targeted traffic from the organic rankings of a search engine to a website. Popular SEO related tasks include the creation of high-quality content, content optimization with certain keywords, and the creation of backlinks.

In other words:

In the organic (non-paid) section of the search results, SEO is all about improving the rankings of a website.

How Search Engines Work

Now it's time to learn how search engines actually work like-Google.

An algorithm works in real-time when you search for something in Google (or any other search engine) to get you what that search engine considers the "best" answer.

Especially, Google searches its index of "hundreds of billions" of pages to find a collection of results that best respond to your search.

How is the "best" result decided by Google?

While Google does not make the inner workings of its algorithm public, algorithm's inner workings public, based on filed patents and comments from Google, we know that websites and web pages are ranked on the basis of:


You don't want to see web pages for vehicles if you check for "cake recipes".

That's why Google searches for pages that are closely connected to your keyword, first and foremost.

However, Google does not; simply list "the most relevant pages at the top." That is because, for every search word, there are thousands (or even millions) of relevant sites.

For eg, the "cake recipes" keyword brings up 913 million Google results:



So to put the results in an order that bubbles the best to the top, they rely on three other elements of their algorithm:


Authority is just as it soundsit's the way Google decides whether the content is specific and trustworthy.


Content can be meaningful and inspiring. But if it’s not useful, Google won’t want to point that content at the top of the search results.

In fact, Google has actually openly confirmed that there is a gap between "higher quality content" and "useful" content.

How SEO Works

SEO works by optimizing the site, whether it's Google, Bing, Amazon or YouTube, for the search engine for which you want to rank.

Specifically, your role is to ensure that a search engine sees your site as the best overall search result for an individual.

How the "best" result is calculated is based on an algorithm that takes authority, relevance to that question, loading speed and more into account.

(In their algorithm, for example, Google has over 200 ranking factors).

In most cases, they think "Google SEO" when people think "search engine optimization”.

Why is SEO important for marketing?

SEO is a vital part of digital marketing as every year; people perform trillions of searches, often with a commercial goal of find product and service information. Search is also the main source of brands' digital traffic and complements other forms of marketing. More exposure and a higher ranking of search results than your competition may have a significant impact on your bottom line.

However, over the last few years, the search results have changed to give users more straightforward responses and content that is more likely to hold users on the results page rather than sending them to other websites.

Also notice that features such as rich results and search results knowledge panels will improve exposure and provide users with more detail about your business directly in the results.

It is possible to split the search engine optimization plan into two separate categories: on-page SEO and off-page SEO. Both are important to an SEO campaign's success, but they're on entirely opposite sides of the fence.

On-page SEO focuses on optimizing the parts of your website under your influence, while off-page SEO focuses on increasing your domain's authority through the development of content and the acquisition of backlinks from other websites. You have to understand, at a basic level, how search engine algorithms work, to better understand the distinction between the two. Let's break down this.

Compared to other sites on the web, there are two key buckets which search engines look at when evaluating your content.

1. On-page SEO looks at what your website (or your web page) is about

2. Off-page SEO seems the authority and popularity of your site

What is On-Page SEO?

On-page SEO (also referred to as "on-site" SEO) is the act of optimizing various sections of your website that impact the rankings of your search engine.

The aim of on-page optimization is to enhance individual web pages to rank higher in the results of search engines that drive professional organic and targeted traffic to your website.

On-page SEO gives you power over the variables that impact rankings. Below is a list of on-page SEO factors that are most critical:

Title Tags

Title tags are your website's HTML elements which tell search engines what title to show in the SERP. Located in your website section, tags insure that the title you have created is always right, regardless of how it interacts with readers.


Here are only a few positions where the title tag will be pulled:

  • The SERP entries
  • Browser Tabs
  • Postings on social media

Title tags show what the given page is about to tourists and search engines and create relevance. One of the most significant on-page considerations for SEO is title tags. To increase the efficacy of your title tags, there are best practices that you can obey.

  • Limit 55-60 characters to your title tags (including spaces)
  • Pushing the keyword closer to the start of the title (ONLY if it sounds natural)
  • Don't fill your keywords
  • Have a brand divided by a pipe bar at the end of the title tag (|)
    • Example: SEO Blogs|Blog Popz

Meta Descriptions

A meta description is a short text paragraph telling search engines and visitors to the website about what the page is about.

In the past, meta descriptions were an important consideration for search engines, but today the content and context of the page can be decided by the Google algorithm (AI). Consequently, their importance has diminished considerably.

If one is missing, Google will generate a meta summary.

That said, it still relies on the meta description and its best to construct highly relevant meta descriptions yourself to grab the attention of searchers and get them to click on your link.

Each page's meta descriptions are special, contain the focus keyword, contain between 135 and 160 characters and are written in an actionable voice.

meta description

There are a few things to keep in mind when you're writing a meta summary for every page on your site to make sure you get the most on-page SEO value from it:

  • Always have the keyword; when individuals experience your site in the SERP, it will be bold.
  • Keep meta descriptions under 160 characters; anything more will be truncated by Google.
  • Make sure that it conveys to potential readers the importance your article would have.

Keywords and phrases

Keywords are one of on-page SEO's leading features.

Keywords allow search engines, as with the other signals, to define what a given page is about. Though, today, without defining keywords today, Google algorithm will decide what a page is about.

One of the most important first steps in any SEO campaign is to study and create a list of keywords to target, a constant and ever-changing process.

The initial list of keywords is one of the most important aspects of SEO; this can be a difficult task; read more about some of the best practises.

URL structure

The URL you use has a direct effect on its ranking potential for each page on your website. It's important to consider how the URL structure you select would influence subsequent pages in the future when you're first constructing your website. There are two simple ways, either as a subfolder or a subdomain, of setting up a blog; we recommend using a subfolder.

That is why this is what our blog looks like:

Instead of this:

The first format uses a subfolder and, from an SEO viewpoint, has some important benefits. It does not only make it easier to monitor the success of your blog, it shares authority with your main website. As a consequence, the rank of your main website and vice versa is helped by high quality backlinks to your page. This reciprocal relationship does not occur while you are using a subdomain, making it harder for both sites to rank well in the SERP.

If necessary, place keywords within your URLs. Do not, however, alter all your latest URLs only so that they have keywords in them. If you want to redirect your old ones to your new ones, you shouldn't change old URLs. Before doing this, consult a specialist.

  • Mark files and directories in a way that makes sense to users
  • Do not repeat keywords more than once in your URL. Keywords are user experience is helpful, but overdoing it has an impact. 
    • For instance: /best-seo-blogs-best-seo-best-seo-best-blog?
  • Keep URLs as short as possible

Internal linking and anchor text

The anchor text is the text you click on in the hyperlink. Regularly, you see anchored ties, but you probably didn't know what they were about SEO.


Anchor text connects internally, inside a website, to web sites. In order to build a site architecture and help spread connection juice, the descriptive keywords in your anchored text are important elements.

One of the fastest ways to give your content a little boost and experience an SEO uptick is to connect internally to your website.

Writing an alt attribute for each image ensures WCAG compliance with your website (Web Content Accessibility Guidelines). When writing an alternative email, keep the following points in mind:

  • Describe the picture thoroughly in 8-10 terms
  • Include your targeted keyword in the most natural sound
  • Include a geo-locator, if applicable (e.g., New Zealand)

Site Speed and Responsiveness

The experience of engaging on your site as well as the knowledge you provide continues to put more value on search engines. Faster websites rank higher, so it's important that you customize the technology you use to run your website to quickly load across many different browsers and mobile devices.

With over 60% of Google searches conducted on mobile devices in 2019, a major part of on-page SEO is ensuring that the site is mobile sensitive. If the output of your site suffers when people use a mobile device, it will reduce the rating of your site over time.

To be considered mobile-friendly, Google provides you with a tool to test your site that informs you what needs to be modified.

mobile friendly test, run through the Mobile-Friendly Test by Google.

When you use the programme, it will give you a screenshot of how your mobile page looks and will include recommendations about what needs to be changed. These diagnostic tools can help you identify areas of opportunity as you optimize your on-page SEO or confirm that recent changes have a beneficial effect.

It's just about how to create and deliver the content in such a way that it appeals to both search engines and website users when you think about on-page or off-page SEO. You're building an experience that makes it easier to engage with your content while also increasing your opportunity for rating.

Key considerations for site speed to consider:

  • Minimizing requests for HTTP
  • Enabling compression by Gzip
  • Set browser caching time to a minimum of one week or longer
  • Having picture sizes below 100kb (.jpg, .png, .gif)
  • Ensuring that the time of server response is <200ms
  • Placement of all CSS in an external sheet of style
  • Minifying Javascript, CSS and HTML all
  • Prioritization above the loading of the fold material


The Robots Exclusion Protocol (REP) or robots.txt is a webmasters' text file created to instruct search engine robots to crawl pages and not crawl pages. At, robot text is found on every website, and it looks like this:


There's something for each bot called 'crawl budget' (this is the number of pages Google will crawl on a site on any given day).

Depending on the size of the website, the number of inbound links to the site and the number of errors the bot experiences, the size of the crawl budget depends. This will slow your SEO efforts if the bot doesn't have ample budget to crawl your newly submitted or configured pages.

That's why it's important to make sure that archived pages are not indexed with thin, low-quality content and duplicate content pages, allowing the pages that matter to crawl budget.

XML sitemap

The URLs for your website are listed on an XML sitemap and serve as a roadmap to the important sites. A sitemap lets Google identify the pages that your website finds critical and allows search engines to intelligently crawl the site.

Content Structure

Content structure is probably the first thing that people think about when they hear the term "on-page SEO." On the surface, when a reader lands on your website, it refers to the way content appears, but content structure goes deeper than that. How you organize the phrases on your website helps search engine crawlers analyze the data about which you write and makes it easier for readers to understand.

It's important to use headings to distinguish separate parts when you write a new landing page or blog post. This is achieved with HTML elements called heading tags, which include the website's hierarchical structure. These are often referred to as H1, H2, H3, etc. You will often hear

  • H1 tags are for your page's title
  • H2 tags are used on the page for the major subheads
  • H3 tags are nested intoH2 tags in order to further split the text

Here’s a framework of what it might look like:


This structure will help them get a sense of what they'll learn by reading more deeply if readers or crawler bots land on your website. Since your H1 tags are given top priority by crawlers, followed up by H2, then H3, etc., it is important to include your target keyword in the H1 and appropriate H2 headings.

That will help the article rank higher by indicating that keyword targets are relevant to the search query. The best way to provide a snapshot of how valuable your website is to people searching for a particular keyword is to use headings. It breaks up the text, improves readability, and provides what would otherwise be a long text blog with a much-needed structure.

Just as important as the details you provide is the enjoyment of reading your material. You can be as important as you like, but you will not be able to rank well if no one can read it.

Page Experience

Google is working on a new rating signal that prioritizes websites with good user experiences.

Core Web Vitals, plus mobile-friendliness, safe-browsing, HTTPS protection, and intrusive interstitial guidelines will be the 'page experience signal.

Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, according to Google, and helps sites grow towards mobile user expectations. As consumers become more involved and can work with less friction, we believe this will lead to business success on the site.

What is Off-Page SEO?

Via the act of getting links from other websites, off-page SEO focuses on increasing the strength of your domain.

The off-page consists of the link-building. Link building can be done through various means, from guest blogging, outreach, forum participation and blog commenting.

Media amplifications, ratings, and company mentions also provide off-site SEO. These all play a critical role in SEO signals that are off-page.

When Google ranks a site, the number and consistency of links pointing to your website are still one of the top three signals taken into account.

Backlinks are used by Google as a vote for your website. Backlinks are a vote of confidence that indicates that your content is important enough to connect to someone outside your site who trusts your content.

Some of the most prevalent off-page SEO techniques are below:


Your backlink profile is one of the key drivers of a good off-page SEO strategy: the consistency and quantity of outside websites that link to your page. Gaining relevant links from authoritative websites helps to considerably increase your ranking ability.

The reason for this boost is due to the way related content is categorized by search engines. Basically, they move some of their link equity to your content as other services link to your website, making it more relevant both to search engines and to readers. There are a few variables that go through a backlink of high quality:

  • Used anchor text
  • The site's domain power
  • Relevance to your post's material

When these come together, it tells search engines that on your website you are producing important and optimized content and others also think so.

You can discover high-quality backlinks for unique keywords with Backlink tool, see what URLs are linked to your content, and what URLs are linked to your competitors. Here is an example of content backlinks that rank for the seo keyword tools.

backlink tools

This data helps you understand the type of backlink profile needed to rank well in the SERP when you are thinking about creating content for a particular keyword. It also gives you an idea of why and how such URLs relate to that keyword's content, which you can use to inform your own article structure and content.

This knowledge lets you suss out other areas of opportunity when accessing a competitor's website to see what various types of blogs benefit your competition.

Doing so makes it easier for other websites in your industry to form relationships. That way, you can reach out to see if they are interested in connecting to new content that you think their audience would be important to.

Self-created links

Examples of self-created links are the submission of websites to directories, posting on blogs, engaging in forums and commenting by attaching the URL of your website to a tab on your site as part of your online signature.

Doing this excessively will gain you a substantial penalty from Google, as some of these behaviors could be regarded as black hat SEO.

You need to make sure the meaning is generated by your feedback and input in online communities and forums. With the sole goal of receiving a backlink, they should not be spam or self-promotional.

Submit the websites only to trustworthy high-domain authority directories.

Social sharing

As many people might think it does, social media does not have the SEO clout.

Google confirmed that it's not a direct ranking factor for social signals. When rating a website, Google doesn't care how many Twitter followers, Facebook shares or social media share content.

Indirect SEO benefits are provided by social media from:

  • Increased inbound contacts and company mentions from exposure online
  • Improved brand recognition to a bigger audience through increased brand visibility
  • Social Networking helps you create a website audience

Although social media does not play a direct role in the rankings of websites, do not ignore it. Social networking helps you to create an audience for your site, and revenue is driven by social sale.

Social media can make a piece of content go viral. The effect of a viral loop is that individuals naturally connect back to you and mention your brand.

Content Distribution

The internet was designed as a way to exchange data, which is why it was once referred to as the Superhighway of Knowledge, a concept that nowadays seems anachronistic. But it is true: on a variety of different sites that are outside of social media, we exchange so much knowledge online every day.

Off-page SEO, in several respects, is about how your content is delivered or how others distribute your content. How well your content ranks in the SERP will affect any public share of your website. To share your content, a great off-page SEO strategy would include related forums, blogs, and communities.

Here are just a few:

  • reddit
  • Quora
  • Growth Hackers
  • Warrior Forum

Each of these channels has a dedicated audience, whose members exchange extensive quantities of data with each other. But you have to be careful: advertising your content in a forum shamelessly won't work. Reddit posts like this can be a terrific place to express your thoughts.

Being an involved member of each group that you think is significant is crucial. Not only would it allow you to share your own experience and expertise, but when you connect to a piece of content you make, it will also give you the benefit of the doubt.

You can find these networks in private Facebook or Slack groups as well.

Just about everywhere, there are any number of different distribution networks to be found; you just have to know where to look.

It's important to think about how your content lives on the internet after you publish it, as you are thinking about a good off-page SEO strategy. What kind of life it takes on, how do people like to connect and share it, and how do you make it easier.

Guest posting

Guest posting brings advantages to SEO and your brand in particular.

This is a Win-Win. Guest posting takes a lot of work and time. The ROI is excellent, however. A key feature in your digital strategy should be guest blogging. Some things to remember are below:

  • Set the brand as an expert on your topic
  • Expands your exposure to new audiences and
  • Guest blogging drives serious traffic for referrals
  • Create relationships in your industry with valuable influencers and other prominent figures.

Guest posting will drive SEO and increase brand mentions and your website's backlinks. The trick is to build content that people want to read that is meaningful.

Most guest posts make, usually at the bottom of the blog post, a short bio box. It's a short overview that gives you the opportunity to introduce yourself, to add a link to your website or social profiles.

Think On-Page AND Off-Page SEO Not On-Page vs. Off-Page SEO 

You are offering your website the best opportunity it has to rank in the SERP with a strategy that blends both on-page and off-page SEO.

With off-page SEO, you make sure that people are conscious of the content that you produce.

It helps you develop a more well-rounded and effective SEO strategy when you think about these two strategies together. By concentrating too much on one or the other, don't miss out on the future ranking benefits.

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