Introduction:
SEO-Search Engine Optimization is the process of improving a website both qualitatively and quantitatively, respect to technical and non-technical aspects. SEO aims at ranking in traffic independent of choice, example, unpaid.
employs various methods to attract potential customers to the website and then convert them into an active customer base.
it has multiple facets like ,the inner workings of the website, the relationship of the website with the search engines finally the marketing of the website to the users.
These multiple facets are namely – Off-Page SEO, On-Page SEO, and Technical SEO.
What is Off-Page SEO?
Off-Page SEO, also commonly known as “off-site SEO”. On page optimization used in reference to the actions that take place out of one website that impact rankings in the Search Engine Result Pages (SERPs).
Off-Page SEO includes several factors of basic search engine optimization. Off-Page search engine optimization / SEO services involves boosting the relevance and trustworthiness of the website and improving the user’s perception of the same.
But Off-Page SEO is those search engine tactics that work outside the website, i.e., don’t involve publishing or advertising content on the website.
Off-Page SEO involves aspects like:
- Link Building
- Marketing
- Social Media
- Online Reviews
Off-Page SEO is related to marketing the content on the website without any direct publication on it. It works as a promotional method for directing the readers/viewers/customers to the website.
The Key factors of operating Off-Page SEO are:
- Link Building
- Brand Building and Promotion
- Public Relations
- Content Marketing
- Social Media Marketing
- Online Forums
- Posting Reviews
These factors, if employed and utilized effectively and efficiently, will prove extremely useful for attracting traffic to the website.
This helps in building a customer base that is attracted to a particular product or service that the website offers. Off-Page SEO then attracts those potential customers by building a form of awareness through building backlinks, social media promotion, influencer marketing, publishing good reviews, etc.
Off-Page SEO is less technical but essential part of building an online presence for the website and its content, products, and services.
What is On-Page SEO?
It is the directly related SEO of a website. It includes optimizing the content and pages of the website and enhancing the user experience.
Furthermore, it is the exact opposite of Off-page SEO- optimization of elements, related to the website, outside the website. Whereas, On-page SEO refers to the optimization of the site by working on elements that are on the site.
More technical than Off-Page SEO, On-Page SEO focuses primarily on improving the user experience and smoothening tracking through the website.
On-Page SEO is essential as it fine-tunes the little imperfections that a website might have and makes it a clearer, well-optimized page for the users.
It helps Search Engines like Google, Yahoo, Bing, etc., organize and rank pages or sites according to relevance and various other factors.
The fine-tuning mentioned earlier is concerning using tactics that will make the algorithm boost the website. Improving ranks and in effect increasing traffic to the website.
An example of the tactics previously mentioned is the use of keywords that are of relevance to the content that is on the website, and to the customers that search for it. Using keywords in the page’s content makes the algorithm boost the ranking of the page and increases its visibility.
There’s another side to the use of keywords also. Inundating your content with keywords might boost rankings, but one can’t just cluster the whole content with them. The use of these keywords is for attracting potential customers. To make them active customers, the user experience must be easy and smooth, i.e., the content on the website must be easy to read and process.
Key factors of On-Page SEO:
- Content Tags
- Internal links
- Optimization of URL
- The Content on the page
- Use of media i.e., images, videos, etc
- User Experience
- HTML Code
- Sophisticated and Structured Data
These are some factors that require constant improvement and fine-tuning by the creator in order to reach their ultimate goal, which is to increase the traffic to the site and optimize the content on the page.
There are a few technical aspects that need attending to in On-page SEO.
But at the core of it is the objective of improving the User Experience, which is what drives a company, website, content, etc. Good user experience improves the ranking of the website and attracts more and more potential customers to it.
What is Technical SEO?
SEO is directly related to optimizing the rankings by Search Engines that in essence control the relevance and visibility of the website. Technical SEO works towards making the search engines index one’s sites more actively and boost its rankings.
These Search Engines have a checklist that makes their algorithms boost certain sites and increase their relevance, i.e., directing more traffic towards them.
Technical SEO not only is for boosting a site in the search engine’s algorithm, but also for improving the site’s security and structure.
The checklist given by the search engines makes up for the key factors of Technical SEO.
Key factors of Technical SEO:
- Use of SSL:
SSL- Secure Socket Layers. The use of SSL is recommended by multiple Search Engines, as it is a security technology that creates an encrypted and secure link between the web browser and the website.
SSL certificates too are given to websites that put them to use. Sites with SSL certification assigned are boosted by the algorithm.
- Mobile-Friendly:
Sites that can be used cross-platform, on different devices are preferred by search engines as they offer ease of use to the users and most important of all, convenience.
This is also in service to the website, as most users access websites through their mobile phones, due to it being a more on-hand and easy avenue.
- Page Speed:
Search engines prefer pages that load quickly and give immediate results, like the Search engines themselves. This can be done by using a faster DNS provider, smaller media files, compression of pages, etc.
- Prevent Duplicate Content:
Duplicate content is confusing for both the Search engine algorithm and the users, It can bring down the traffic of the original site with the original content.
Using a ‘canonical link element’ i.e., an HTML element helps the controller of the site to notify the Search Engines that the content published on their page is the original one. This element helps make the page a preferred version of the content for the Search Engine algorithm.
- Creating an XML site map:
A ‘map’ that helps search engines navigate through the site. It lets the search engine understand where each page on the site is.
This helps the Search engines boost the rank of the page and makes it more visible to the user. It also is like a database as it shows data like how often a page was visited, the last page visited, frequency of updates, etc.
Technical SEO, like On-Page SEO, is a more hands-on approach to the content and the website associated with it. On-Page SEO works towards optimizing the website and its content, Technical SEO on the other hand works towards optimizing the reach of the site to the users of the Search Engine. This is done by ticking off the checklist of the Search Engine to optimize the website and its reach.
Conclusion:
Though the utilities and functions of off-page, on-page, and technical SEO are varied and required different methods of employment. They all work in cohesion to build the optimal website with the reach that it deserves.
This process involves multiple technical and non-technical aspects that are essential in building the website with the maximum traffic and reach it deserves.
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