Most people divide SEO (search engine optimization) into two buckets – on page SEO and off page SEO. However, with changes in the SEO landscape over the last couple of years, these tactical ways of thinking may have you overlooking some key SEO principles. It’s time to take a bigger picture, more comprehensive view of your site’s SEO.
On page SEO, sometimes also called “technical SEO” is the optimization of various on page factors to help your web page rank better in the search engine results pages. These include factors such as:
For these (and more) you are adjusting these on page HTML elements to have keywords that align with what your searchers are looking for.
Off page SEO is also known as linkbuilding. Here you are actively trying to get other websites (preferably authoritative and relevant ones) to link to your website with keywords in your link anchor text.
These are all good tactics, but they are not the full picture of all the things you should think about when you build your SEO strategy for your website.
What good is your optimized page if the search engine can’t find it? And what if this page appears as multiple pages to the search engine. SEO’s today have to think about getting rid of duplicate content within a site, page load speed (which Google announced it would consider as a signal over a year ago) and submitting XML sitemaps to both Google and Bing.
If users quickly bounce off your website, that is a negative signal to Google and the other search engines. Good website design, good navigation are all considerations SEOs have to take into account. Social media is a factor here, a strong following across the social media channels often turn into backlinks.
Backlinks occur as a result of PR efforts and marketing campaigns. Instead of thinking of getting a couple of links to your website, think about how you can promote your business and what value you can provide that will naturally attract links.
Kathy Alice Brown is a SEO expert specializing in Technical SEO and Content. In her spare time she loves to get outside.