On-Page vs Off-Page SEO

Kayleigh James

Kayleigh James

Owner - BOLD Marketing UK

On-Page vs Off-Page SEO

Which is more important? The short answer to that question is… NEITHER!! 

Both On-Page and Off-Page SEO are crucial to the success of any SEO campaign, but they’re on entirely different sides of the search engine ‘fence’.

Search engines, such as Google, look at your website on two levels before deciding where to rank it in any search engine results page or SERP. Firstly there is on-page SEO, the parts of your website that are within your control. Secondly, there’s off-page SEO, which looks to the authority of your domain through content quality, and backlinks from other websites; put simply, what you rank for is largely determined by on-page factors, while how high you rank in the search results is primarily determined by off-page factors. So let’s examine the basics of each…

On-Page SEO: The basics

On-page SEO, commonly referred to as “on-site” SEO, is the process of optimising various elements of your website that impact your search engine rankings. Many ranking variables, such as website accessibility, page speed, optimised content, keywords, title tags, etc., decide where your website appears on search engine results pages. On-page SEO involves optimising the elements of your website that you have control over and can modify, such as;


Include your chosen keywords in the title tags on all of your website’s pages. Writing an excellent title tag involves following numerous best practices; First, your title tags should not exceed 55–60 characters (including spaces). Also, bring the keyword closer to the title’s opening (ONLY if it sounds natural), Don’t just cram your keywords in there!


Search engines give headings a little bit more weight than your other page material because they are frequently the longest words on the page. It is a good idea to incorporate your goal keywords into each web page’s headings, but make sure they appropriately reflect the excellent content on your page. Also, ensure that each page has only one H1 heading; all other headers should be H2 or H3.


If you can, include keywords in your URLs. Don’t, however, go changing every URL you currently have merely to add keywords to it. If you don’t intend to redirect your old URLs to your new ones, you shouldn’t alter your old URLs. Consult a specialist before doing this.


The information on your pages must be helpful to readers. They should be able to find what they’re looking for, even if their search terms are too narrow to lead them to your page. It must be simple to read and beneficial to the user. Google uses several metrics to determine how valuable your material is. First, aim for a copy that is 500 words or more. Although there is no set formula for the ideal word count for a website, Google appears to favour pages with lots of excellent content related to your desired keywords. Each page’s copy must be original, not repurposed from other parts of your website. Finally, it must immediately respond to users’ search queries.


Internal links to other pages on your website are helpful to both visitors and search engines.


Google priorities websites which provide a good user experience, safe browsing, and HTTPS security.

Off-Page SEO: The Basics

Off-page SEO refers to all SEO strategies not directly related to your website content, including brand and citation building, content marketing, social media, and more. These help search engines and users better understand your website and increase your site’s authority, trust, and relevance.

Several things influence your off-page SEO rankings. While each is dealt with using a different approach, the main objective is enhancing brand credibility and increasing trust from outside your website. Here are a few tips;

  • Create fantastic and engaging content that is worthwhile and that people want to link to.
  •  Social media shares of your content ultimately create links.
  • Email outreach to people in your sector who have connections to you.
  • Guest posting on websites that connect to yours (these guest posts will have links back to your site).

Although link quantity matters, content writers and SEO experts are beginning to realise that link quality increasingly outweighs link quantity; as a result, the first step to obtaining meaningful links and enhancing your off-page SEO is to create shareable content. Some SEO experts used to think that purchasing links was a legitimate strategy for developing links; however, Google now penalises anyone who does so in an effort to influence page rank. Additionally, posting your links to link directories with the express objective of boosting your domain authority may result in penalties. So, again, when it comes to link building, quality prevails over number.

As you can see, selecting between on-page SEO vs off-page SEO is not an option; doing so would be like deciding between a foundation and a roof for your home. In a complementary way, on-page and off-page SEO work together to raise your search engine ranks. However, before concentrating too much on off-page SEO, we advise getting your on-page SEO act together first.


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