BlogSearch Engine Optimization (SEO)
Off Page vs On Page SEO: Techniques and Trends 2021
Whoever said life was unfair must have certainly gone through the ever-changing Google algorithm updates. Because with every update that Google releases, SEO gets seems to get a little more complex. But, here are the Top 6 SEO Trends that will Dominate 2018 to make your lives easier. There is…
- On-page: What is your site all about?
- Off-page: How convincing is your site? How popular is it?
What is On-Page SEO?On-page SEO helps in optimising diverse parts of your website that affect your search engine rankings. It’s something that you have control over and can change on your own. Some of the biggest factors are:
TITLE TAGSYour title tags should include your keywords on each page of your site. You could look at the many best practices that go into writing an effective title tag.
HEADINGS (H1)They are called headings for a reason. And are usually the biggest words on the page. Any wonder then, search engines give them a little more weight than your other page copy. It would be a super idea to work your target keywords into the headings of each web page.
METADATAMetadata is a well-written description summarising the content of a particular webpage. It used to be one of the most important factors affecting search engine optimisation once upon a time. Meta descriptions should be created within a limit of 155- 160 characters, which effectively should not have anything but alphanumeric characters. Though in the current scenario, it can’t influence search engine rankings, but Meta Data does help in getting a high click-through rate.
URL STRUCTUREAdd keywords into your URLs if that can be done easily. However, you do not have to change the current URLs just so they have keywords in them. Don’t alter old URLs unless you plan on redirecting your old ones to your new ones. Consult someone who knows about this before you set out to do this.
ALT TEXT FOR IMAGESAlt text should be added to all images on your website. The average visitor can’t see this text. The screen reader software uses alt text to help blind internet users understand the content of your images. Search engines crawl images in more or less the same way, so introducing some appropriate keywords while accurately describing the image will help search engines understand your page’s content.
FAST-LOADING PAGES, OR PAGE LOAD SPEEDIn a world where everything seems to revolve around speed, we can’t blame Google for wanting to help its users find what they’re looking for as quickly as possible. It does this to provide the best user experience. Thus, optimising your pages to load faster helps your site rank higher in the search results.
PAGE CONTENTFresh, relevant, and useful – the content on your pages needs to be all this and more. If the users are looking for something specific on your page, they need to be able to find what they’re looking for. It needs to be easy to read and provide value to the end-user. Search engines, especially Google, have several ways to measure if your content is useful.
INTERLINKINGIt is but common sense to link pages. Linking one of your website pages to other similar pages on your website offers context to the search engine and to the readers as well. Some of the known best practices are:
- Include links in the main content of each page.
- Paragraph links carry the most weight.
- Use keyword-rich anchor text in links.
- Avoid using non-descriptive anchor text (for example, read more, click here, etc.).
- Link to relevant, deep pages.
- Use breadcrumb navigation on every page.
- Monitor your inbound links through Google Webmaster Tools.
- Avoid multiple links to the same page from a single page.
- Less links= More authority per link.
SCHEMA MARKUPGoogle's understanding of a page's content is improved by adding structured data. In addition, structured data is used by Google to display "rich results" in SERPs. There are a variety of ways to add structured data to your website (plugins, Google Tag Manager, and so on), but it's always better to employ a professional if you're not comfortable writing code.
SOCIAL TAGSIt shows Google that your material is interesting, informative, and trustworthy when people share it on social media. Although not all of your website's pages are shareable, you can make the ones that are with these recommendations - ensure you have Open Graph tags and Cards installed, and provide links or social sharing buttons to make it easy for visitors to share your material.
PAGE EXPERIENCEAccording to Google, "optimising for these qualities makes the web more pleasurable for users across all web browsers and surfaces, as well as helps sites progress toward user expectations on mobile." Google is working on a new ranking indicator that will favour websites that give positive user experiences (coming out in 2021). The 'page experience signal' will include core Web Vitals, as well as mobile-friendliness, safe browsing, HTTPS security, and obtrusive interstitial guidelines.
CORE WEB VITALSThe long-term success of a website is determined by the user experience. Google introduced Core Web Vitals in April 2020, that is, a set of signals that the company considers "essential" to all users' web experiences. These signals are used to quantify a website's user experience - from page visual stability and load speed to interactions.
- Largest Contentful Paint - Indicates when the majority of the page content has been downloaded and gauges perceived page loading speed.
- First Input Delay - Measures how long it takes a user to engage with a page for the first time.
- Cumulative Layout Shift – Assesses the visual stability of a page by quantifying the amount of layout shift on the visible page content.
What is Off-Page SEO?Off-page SEO concentrates on increasing the ability as well as the authority of your domain through the act of getting links from other websites. There’s something called “Domain Authority” that calculates how authoritative your website is compared to other sites.
Characteristics of Off-Page SEO WorkManaging an off-page SEO initiative is typically a larger responsibility and a harder task to undertake because you’ve got to start trying to affect the big wide search world, not just your corner of it. Done accurately and precisely, you can get some big bumps from off-page work. The most important and by far the biggest off-page SEO factor is the number and quality of backlinks to your website. Some examples of ways you can build good links to your website are:
- Create mind-blowing content that interests people and they want to link to it because of its value.
- Be active on social media, as the shares of your content there will ultimately generate links.
- With 1.23 billion active users, you can and should share your content on Facebook. But don’t use a promotional tone; rather keep it light and not intrusive. Please keep in mind that interesting and light topics with pictures get more attention in the form of Likes and Share on Facebook.
Twitter and LinkedIn
- You can look at distributing your content on both these platforms. Content here can be in the form of an article, video, image, or even in the form of a simple update. If you have content of amazing quality you’ll surely be able to create a buzz around it.
- Pinterest is an image-sharing website that allows you to share pictures from your post to appeal to your target audience. The site can help you drive your sales.
- A question & answer platform, Quora can help you establish yourself as a subject matter expert in your field.
- You can create entertaining as well as informational videos on topics like pet-care tips or different retail strategies to share them on free video hosting sites like Vimeo, YouTube, etc., generating billions of unique viewers every month.