SEO Marketing: On-page vs Off-page SEO

It’s needless to say that good SEO marketing is a crucial part of a successful campaign. If you didn’t know, SEO stands for Search Engine Optimisation and is the process of enhancing your content to increase the quantity and quality of traffic to your website. It drives non-paid, otherwise known as “organic” traffic to your content and can drastically improve your brand’s exposure.

As an SEO agency in London, SEO marketing is our specialty. We see SEO marketing as a close relationship between a marketer and their audience. Despite the acronym, SEO marketing is as much about understanding the audience as it is about the search engines. A marketer needs to know what their audience is looking for, what specific words they are using, and the type of content they prefer. These factors are pivotal in delivering an effective SEO marketing campaign. 

An effective SEO marketing campaign will use both ‘On-Page’ and ‘Off-Page’ SEO to help rank your content higher in search results, increase your visibility and conversion rates.

What is On-Page SEO?

On-Page SEO, also known as On-Site SEO, is the process of optimising the content on your website. There are several contributing factors with on-site SEO that have an impact on the success of your ranking. These include:

1. Relevant Content 

This is the biggest contributing factor of them all. Nothing has more of an impact on the success of your marketing strategy and SEO marketing efforts than the overall quality of your content. You can write about whatever you want but if people are not looking for the content in the first place, all your other SEO marketing efforts will fall short. Content that is relevant, engaging, and helpful will show up in search results and bring people to your website.

2. Keywords

Keywords are those specific words or phrases that you want to rank for. Knowing what keywords rank higher than others and using them strategically in your website’s content will make your pages more discoverable in searches. NOTE! Don’t over-do it with the keywords. You want to find the goldilocks amount as jam-packing keywords into your content is not favourable and may end up reducing your website’s visibility. 

3. Titles & Headings 

Titles and headings have a huge impact on your ranking as well. Some search engines place more focus on the titles and headings over the content so be sure to include keywords in them too! Appropriate heading tags (H1, H2, and H3s) will work in your favour. 

4. URLs

This is something that is often overlooked and rarely considered. URL structure is IMPORTANT TOO! Don’t forget it. No, but seriously, think about how your URL is structured and what words are being used as they can significantly influence your SEO results. Again, use keywords and make it easy for search engines to crawl your site. 

5. Meta Descriptions

This is the small section of text found below your page title when it appears on a search engine.  Website publishing tools such as WordPress and Hubspot will allow you to edit these so they are the appropriate length and include the relevant keywords. You want this to be snappy and include a call to action (CTA) to drive traffic onto your site. 

6. Page Speed

A good rule of thumb is the three-second rule. If your website does not load in three seconds then you need to go back and fix it. Anything longer than that will ruin the user experience as your audience will grow frustrated. 

 

How about Off-Page SEO? 

So now you know the ins and outs of On-page SEO, next up is Off-page SEO. Off-page SEO focuses on leveraging off other websites to boost your rankings. Two key ways this is achieved is by:

1. Backlinking 

Links from other pages on the web to your website can boost traffic and your content’s credibility. A backlink from a popular, high-quality website can be achieved by posting relevant content that others will want to share!

2. Using Youtube

Making video content that is engaging and relevant, and then publishing it on Youtube with a link back to your website can be more effective than a backlink from another site. Many forget to think of Youtube as a search engine, but it is! In fact, it’s the second biggest search engine after Google. Make a company Youtube account and start posting! It can make a positive impact on your SEO marketing.


Hopefully, it is clear to see how On-page and Off-page SEO work hand-in-hand. Creating relevant content that is optimised on an optimised website will create an opportunity for others to share your content and provide those sought-after backlinks. Great On-page SEO leads to great Off-page SEO and both are vital to a successful SEO marketing campaign. 

If you found this blog helpful, why not check out our SEO 101 for some top tips on writing product descriptions. Or better yet, sign up for Monumental’s SEO Course to understand all the ins and outs of all things SEO.

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