When it comes to SEO, two main strategies come to the forefront: on-page SEO vs off-page SEO. As an ecommerce business owner or digital marketer, you’re likely wondering which of these deserves more of your attention. Should you invest your time in perfecting the content and structure of your website, or is it more important to build backlinks and grow your site’s authority?
According to Ahrefs, 91% of web pages get no organic traffic from Google, often due to weak content or a lack of backlinks. This highlights the importance of getting both your on-page and off-page SEO right to stand a chance in the rankings.
What Is On-Page SEO? Let’s Start With The Basics
On-page SEO covers all the elements you directly control on your website. From optimizing individual pages to improving content structure, on-page SEO ensures that search engines understand your site’s value. In short, it’s about perfecting everything that’s visible to both users and search engines.
Optimized Content
Content is at the heart of on-page SEO. It’s about creating valuable, well-researched, and user-friendly content that answers the questions your audience is asking. But it’s not just about writing — it’s about strategically placing your target keywords, ensuring they’re natural and relevant to your content.
Title Tags & Meta Descriptions
Your title tag and meta description are the first things search engines and potential visitors see in search results. Crafting compelling titles and descriptions that include your target keywords will improve click-through rates (CTR) and help search engines understand what your page is about.
Headings and Subheadings (H2, H3, etc.)
Structuring your content with clear and descriptive headings (H2s and H3s) not only improves readability but also helps search engines understand the hierarchy and relevance of the information.
User Experience (UX) and Mobile Optimization
With mobile-first indexing now the norm, a responsive website that’s easy to navigate on all devices is essential. If your site is slow or difficult to use on mobile, users (and search engines) won’t stick around. Optimizing for speed, usability, and mobile-friendliness is non-negotiable.
Internal Linking
Internal links guide users and search engines to other pages on your site. A good internal linking strategy helps establish the importance of certain pages and keeps users engaged by leading them to related content.
Off-Page SEO: Building Trust and Authority Beyond Your Site
While on-page SEO deals with what’s happening on your website, off-page SEO is about external signals that influence your search rankings. Think of it as building your site’s reputation across the web. The more credible and trusted your site appears to search engines, the higher your chances of ranking well.
Backlinks (Link Building)
Backlinks — links from other websites that point to your pages — are the most crucial factor in off-page SEO. High-quality backlinks from authoritative sources act as “votes of confidence,” signaling to search engines that your content is trustworthy and valuable.
Social Signals and Brand Mentions
Although not a direct ranking factor, social media can play a key role in off-page SEO. Shares, likes, and comments on social media platforms can help increase brand awareness and drive traffic to your site. Brand mentions, even without a link, can also enhance your site’s authority.
Influencer and Blogger Outreach
Partnering with influencers or contributing guest blog posts on reputable websites can provide quality backlinks and amplify your reach. These strategies help build both your backlink profile and your credibility in the industry.
Local SEO and Citations
For businesses targeting local customers, local SEO is crucial. Building local citations (mentions of your business on local directories or websites) can boost your presence in local search results and improve your overall domain authority.
Reviews and Testimonials
Positive reviews, both on your website and on third-party platforms like Google My Business or Trustpilot, can significantly boost your site’s authority. Engaging with your customers and encouraging feedback also builds social proof, which is a key component of off-page SEO.
On-Page SEO vs Off-Page SEO: Which One Deserves More Focus?
Now that we’ve defined the essentials of both on-page and off-page SEO, you might be asking, “Which should I focus on more?” The truth is, you need both — but the order in which you tackle them can make all the difference.
Why On-Page SEO Should Be Your Starting Point
On-page SEO is the foundation of any successful SEO strategy. Without a solid on-page structure, your off-page efforts won’t be as effective. If your website isn’t optimized for both search engines and users, all the backlinks and social media buzz in the world won’t help much. Here’s why on-page SEO should be your focus first:
- It’s within your control: You can directly control how your website is optimized, ensuring it’s fast, mobile-friendly, and provides an excellent user experience.
- It provides long-term value: Once you’ve perfected on-page SEO, the benefits stick. Well-optimized content and pages continue to perform well in search results over time.
- It lays the groundwork for off-page efforts: Backlinks and social signals are great, but without content that deserves attention, those efforts won’t drive the results you want.
Off-Page SEO: The Amplifier for Your Content
Once your on-page SEO is in shape, off-page SEO is the amplifier. Building authority through backlinks and brand mentions is essential to take your rankings to the next level. Here’s why you should focus on off-page SEO after nailing the on-page basics:
- It boosts your credibility: High-quality backlinks from authoritative sites increase trust, which is a key ranking factor.
- It drives external traffic: Social media, guest posts, and influencer outreach help bring traffic to your site, increasing your visibility and brand reach.
- It’s a signal to search engines: A strong off-page SEO strategy tells search engines that your site is credible, trusted, and popular across the web.
Combining On-Page and Off-Page SEO for Maximum Impact
While focusing on on-page SEO first is essential, the most successful SEO strategies don’t ignore off-page SEO. In fact, these two work best when they complement each other. Here’s how you can integrate both:
1. Optimize your on-page elements: Start by refining content, titles, meta tags, and headings.
2. Build quality backlinks: Once your content is optimized, reach out to authoritative websites and influencers to start building backlinks.
3. Regularly monitor and adjust: SEO is an ongoing process. Keep an eye on your performance, monitor your backlink profile, and ensure your site remains mobile-optimized and fast.
Conclusion: Finding the Right Focus for Your SEO Strategy
In the battle of on-page SEO vs off-page SEO, it’s not about choosing one over the other — it’s about knowing when to focus on each. On-page SEO is the foundation, while off-page SEO amplifies the results you get from your on-site efforts.
Start by optimizing your website’s content, structure, and technical aspects, then build your authority through high-quality backlinks and social signals. Together, these strategies will create a well-rounded SEO approach that drives long-term success.