Search Engine Optimisation (SEO) can be divided into two categories: on-page SEO and off-page SEO. What do both of these terms actually mean though? We delve a little deeper for you.
This refers to the more technical aspects of SEO – making sure things like your website page titles, meta descriptions, headings, and of course your website content, are optimised for your target keywords.
The key here is to make sure your keywords are used appropriately throughout the content on your website. Try to avoid keyword-stuffing as you need to strike the balance between your website being keyword-rich, but also user-friendly. The Google algorithm is becoming more and more advanced with each update, but user experience is always high on the agenda.
Your content should include a good mixture of images and text, so don’t forget to add your target keywords into the image alt tags too. A top tip here is when you upload an image from your computer to your website, think about the file name. Rather than saving the image as ‘Untitled-1’, ensure your keywords are added here too. After all, you are trying to show Google that the content you have on the page is relevant to the keyword you are optimising for.
This is just as important as addressing the technical factors that the Google algorithm picks up on. Off-page SEO includes other ways that you can promote your website to increase your website’s visibility on search engines. The main way we do this is by creating external links to your website.
Off-page SEO is a more lengthy process. In essence it is showcasing to the world that your website has good, relevant content, that other people find valuable. In order to create external links from other websites and to drive traffic from relevant sources, you need to have high quality content for them to engage with.
A great way to create these difficult backlinks (from respectable sites that are high authority), is to generate digital press releases. Of course these not only need to be search engine optimised, but they also need to include links back to your website. News websites generally have high authority due to the nature of the content, so by having a valuable piece of content on one of these websites really will give you the advantage over your competitors.
Blogging is essential
One common thing that can aid both your on-page and off-page SEO is blogging. Content has always been, and probably always will be ‘King’. From an on-page perspective, a great way to encourage the Google crawlers to come back and index your website is by providing fresh content. Now most businesses don’t have the time to regularly re-write the content on their product or service website pages. Copywriting can also be carried out in the form of blog posts though. Just be sure to create relevant blogs that will be of interest to your potential customers.
Guest blog posting is perfect for your off-page SEO strategy. By reaching out to blogs that your customers are likely to already be reading, you have a captive audience there waiting for you. Industry experts are often welcomed, and you are saving the editors a job too. Make sure you are guest blogging regularly, and including links back to your site, and traffic will soon start flowing to your website.