Digital marketingSeptember 8, 2017
The SEO series – Part 3: Taking a SEO deep dive – On page & Off page
Every internet user has a fair idea about what search engine optimization, or as the Millennials would say; SEO, is. It is a popular marketing tool which helps your website rank higher up in hierarchy, when searched upon. However, not everybody is familiar with the two concepts SEO is divided into – on-page & off-page. Both contribute largely to the success of a SEO campaign, but both are polar opposites in the way it affects the web search rankings. Let’s understand each concept at a basic level.
You have a website. Great UI, interactive user engagement & superb content. But how do you put it out high up the search rankings so as to increase your internet traffic? This is where on-page SEO comes into picture. According to Moz, On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. Primarily a combination of the HTML source code of the page & the website’s content, it includes many other factors that can change your website for the better. Here are some of the main ones –
Tags are an important aspect to increase traffic for your website. There are 3 types of tags – meta tags, title tags and heading tags. Meta tags appear on the page’s codes and consist of keywords used to search certain information. This is helps in generating high search rankings as well as increase your click-through-rate. Title tags are the titles that are displayed on the search results. The more unique the title tag is, the higher it will rank on the search engine. And finally, heading tags are those tags which you should include on your landing page or blog. The <h1> to <h6> tags are used to define HTML headings. <h1> defines the most important heading as it’s the page’s main title. The rest are sub headings which can be stretched till <h6>.
2. URL structure.
When you make a new URL, structure it around keywords that are used to search. URL’s should be short and not more than 100 characters. Try not to make too many changes to your URL. A static URL means a stable ranking.
3. Meta description.
A HTML attribute which gives concise information about the web page, Meta description is found underneath the blue links on the search result page. The content of the meta description should be relevant to web page and compelling enough for the users to read. It may not be a big google ranking factor as it used to be, but it is still advisable to use meta descriptions. Creative copy, if advertised well, always sells.
4. Authentic content
One of the biggest misconceptions on the internet is that it’s pretty easy to write authentic content. As a professional copywriter, let me tell you – it’s not. The harder you try to be authentic, the more difficult it gets to put down the thoughts you want to present. The best way to deal with this be comfortable with your writing style. Understand your audience and integrate your content with purpose. No one loves boring content, not even the person writing it.
5. Website speed
Ever seen someone being patient enough for a website load, even when the person has other alternatives? Not on this planet. Website speed absolutely essential for an enriching user experience. Especially for mobile, where half of the users won’t wait beyond a few seconds and look for other alternatives. The faster your website loads, the more engagement you’ll receive. Your website will be preferred over the customers!
A quick google search defines off page SEO as ‘techniques that can be used to improve the position of a web site in the search engine results page (SERPs) through the use of content, relationships, and back-links.
Sounds hard to understand? Well, then consider this.
You own a football club. You have the best players and best stadium in the country. However, none of it matters when there is hardly anyone to notice or watch you play. Just like that, a website with beautiful UI and great content has no value without recognition. The brand is effective based on his on-page and on his off-page work. Off page-work includes increasing engagement, advertising on various platforms, appreciate positive reviews and responding to negative reviews are few to name. All these will be a reflection on the company’s goodwill towards people.
The 3 major factors in off page SEO are :-
1. Proper branding.
No SEO expert in the world can boost the internet traffic for a substandard product. But a good one makes the job much easier. Thus, it is necessary to brand your product in a way you want it be known as. At the end of the day, you would want your audience to speak more constructively about your product, both online and offline.
Customer service & satisfaction is of huge importance. The starting point would be on improving your existing product by delivering on the advertised promises and address the complaints of the customers on the given helpline number. Focus on the best features of the new product, which benefits the customers. Bad customer service can prove disastrous to the brand’s image and PR. We can only look as far as the recent fiasco of United Airlines to understand the consequences of bad PR.
2. Handling your audience.
There is no better parameter to judge the competence of a product than the reaction of the audience on it. Hence, it becomes imperative to keep a constant interaction with them and social media provides just that.
Social media is crucial component for any company’s off-page SEO strategy. Having a responsive social media presence helps in having genuine interaction with people. No one likes automated robotic responses. It influences more people to have a look at your website. You can also guest blog on a site that’s related to yours. However, don’t blog simply for the back links. Be authentic in your writing and let clicks on your website be organic.
3. Visual delight.
When it comes off-page SEO, content goes mere beyond just words. Visuals with words make great combination to make the post shared everywhere. Words may be ignored but not images. Same goes for videos.
Creativity has its own reward. Videos and images, which are informative and interesting, can spike up a brand’s off page SEO. It brings awareness about the product, more internet traffic, and potentially, more customers. Ways like posting videos on YouTube, going Facebook live or Instagram live or Snapchat, the most downloaded apps on play store, generates considerable interest in people. Through social media, you can show the humane side of the product and make sure that people can identify themselves with the product by just looking at it.
Which one is better for your website?
Ideally, both. You cannot promote a brand without laying a proper foundation. Similarly, you need to make people aware of the work that you have created to generate potential interest in customers and clients. You need to address the search robots as well as the people for higher SERP. The best way to handle is to balance out the two processes. Your website will shine on google like a shooting star on a dark night.
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