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How to Combine Internal and External Optimization? How is On-page SEO Different from Off-page SEO?

SEO
optimization
onpageSEO
offpageSEO
27.05.2019

Complex optimization - is the perfect solution for website promotion. Using different SEO tools separately gives only temporary results, while the use of multi-component instruments and tactics can significantly improve the efficiency of the strategy chosen for promotion.

The process of multi-level site promotion involves the consistent use of on-page and off-page SEO techniques. Speaking about internal optimization on the page (on-site), specialists usually have in mind various technologies and tools that can significantly improve the quality of content, speed up the loading of pages and eliminate the risk of technical failures. The off-site external optimization procedure involves link building and the use of high-class marketing and advertising campaigns that allow you to increase site traffic and positions in search engine.

What is OnPage SEO?

Optimization on a page (on-page or on-site) is a popular SEO tactic, the essence of which is to customize the structural elements of a website in order to increase its visibility for the audience and search engine robots. Performing internal optimization includes a number of interrelated processes, which together improve the structure of the site, focusing on the features of existing Google algorithms. Ultimately, a well-optimized on-page website will receive privileges at the ranking stage.

The main goal of the on-page SEO technique is to create conditions for accelerated indexing, while the strategic goal of this promotion method is to significantly increase the level of conversion by attracting traffic. Search engines generally have a positive attitude to the implementation of optimization on the page in the process of creating the site, but if necessary, you can implement on-page SEO procedures on the indexed site.

Internal optimization adjusts the structural elements of the website and compares the results obtained with those regulatory indicators that are recommended by search engines. When Googlebot browses a site, it doesn’t just check the relevance of web pages to a specific list of search queries. Updated algorithms suggest an in-depth study of the site. If the pages in question are optimized according to current requirements, the search engine provides improved conditions for high-quality ranking. As a result, the site can take an extremely high position on the current page with the results of the current search results.

What is off-page SEO?

External optimization (off-page or off-site) is one of the stages of promotion, including various processes that may affect the availability of the site, search results, and traffic growth. The off-page SEO strategy involves the preliminary implementation of internal optimization for the needs of the search engine. The consistent implementation of a whole series of activities that are considered external to the website will increase the level of trust of the site being promoted by immediately gaining access to additional sources of traffic by posting quality backlinks, useful feedback, and advertisement.

Off-page optimization involves the creation and placement of external links (backlinks) on third-party sites. The goal of this SEO technique is to find and attract various sources of traffic from social networks, forums, partner sites, etc. At the same time, the final goals of external and internal optimization are absolutely identical. Through these activities, SEO specialists increase the conversion rate. As a result, optimization on external resources directly or indirectly increases the profits received by the site.

How to combine on-page and off-page SEO?

Scheduled off-page or on-page SEO strategies are implemented with the intention of optimizing pages for search engines. The level of popularity of the site and trust to it from the audience largely depends on the quality of optimization. Properly selected components for planning a promotion strategy influence the consistent development of the site in the long term, so search engines recommend using only legal technologies, also called White SEO.

Stages of complex optimization:

  • SEO audit and collection of analytical data for the subsequent planning of the site promotion strategy.
  • Implementation of internal search engine optimization according to on-page SEO techniques.
  • External promotion by using various off-page SEO tools.
  • Monitoring, maintenance and continuous improvement of an optimized site.

Compiling a multi-component optimization program involves choosing those promotion mechanisms that are guaranteed to bring a positive result. If the site owner refuses to perform on-page SEO, the effectiveness of external promotion can be questioned. This is due to the risk of technical failures. A site that is loading slowly, has a low usability index and is filled with poor quality content, usually has an extremely high bounce rate. In other words, visitors do not stay on web pages with poor design and irrelevant content. As a result, the image of the site is getting worse, and search engines lose confidence in it.

Refusal to perform off-page SEO leads to a decrease in the level of traffic, having an indirect effect on subsequent advertising campaigns and trade events. By placing quality reviews, launching marketing campaigns and implementing SMM, optimizers attract an audience to the site. In turn, the presence of high-quality content on the promoted site, optimized for the needs of both visitors and search engines, has a positive effect on the growth of the conversion rate.

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