Search Engine Optimisation (SEO) refers to the changes made on a website that provide greater visibility in search results. For the most part, this is done using specific target keywords. Due to the scope of techniques, SEO is often separated into two parts: on-page SEO and off-page SEO.
The differences between on-page and off-page SEO
On-page SEO includes the majority of the techniques and strategies you will be familiar with already, commonly pitched by digital marketing agencies.
This covers keywords in your website copy, meta descriptions, HTML, title tags, alt tags, and much more, all designed to refine and improve the content on your website for better search result rankings. Comprehensive on-page SEO takes into consideration content quality, page performance, structure, authority of writing and customer-specific messaging.
Where on-page SEO covers all the elements of your website or content you can change yourself and have unlimited control over, off-page SEO refers to factors outside of your immediate control. This includes backlinks from other sites (websites or businesses linking to your page as an authority), promotion strategies on social media, guest blogging, or any action that promotes or strengthens your ranking outside of your own content creation.
Is on-page SEO more important than off-page SEO?
When we talk about SEO, we talk about the combination of both on-page and off-page techniques. Most people running a business and looking into SEO, however, will be most familiar with on-page SEO strategies – their tangible, quantifiable nature makes it easier to show their immediate benefit.
On-page and off-page SEO work together to improve your rankings in search results. In business terms, your on-page SEO will help create a marketable service or product, and your off-page SEO will promote this to the rest of the world. Looking at the two complementary approaches in this way helps stress the importance of getting your on-page SEO right first.
How to use on-page SEO and off-page SEO for your NZ business
The best place to start is with your keywords. These are the words or phrases typed by searchers into Google or a similar search engine to find what they need. Keyword research is conducted by a digital marketer to identify low-competition keywords, which are then used to promote your website and pages.
Both on-page and off-page SEO will help guide your digital strategy. Digital marketing agencies will often provide both services, and the key is finding someone who can explain things in plain and understandable terms to ensure you get the most out of your digital marketing.
One you’ve discovered your keywords, the next step is building the foundation of your SEO strategy: high-quality content that will inspire confidence, trust, and authority in your industry knowledge. Building on this foundation will make all other steps significantly easier – backlinking, promotion, and customer retention.
If you’d like to know more about our New Zealand SEO services, call the Media Giant offices today and speak with one of our team, we’d be happy to help.