Optimizing Content Perfectly for On-page and Off-page SEO Campaigns
Last Updated on August 18, 2018 by Master Macky
Spending more time on optimizing content is a mandatory activity of an SEO campaign manager. Google has stated that “content” is one of the top three ranking factors among thousands of algorithmic rules. Hence, a powerful content marketing strategy will keep your brand on top of the search results.
But where you should focus? On on-page content or on off-page content?
Types of Search Engine Optimization & Rules
Search Engine Optimization is divided into two aspects of work: On-page and Off-page SEO.
Both aspects require production of content. But while on-page content is uploaded to the internal website, such as the main website of the brand, off-page content is uploaded to the external websites, such as blogging sites, PR sites, and other content-sharing websites that promote the internal website or the main website of the brand.
Optimizing Content for On-page SEO
Content uploaded to the brand’s website is called on-page. This type of optimization takes place in any page of the brand’s website.
Any content we add to, remove from, or revise on a webpage of the main website makes a change. It sends a message to Google that a page is refreshed and is worth checking out. Eventually, this will result in the page being moved to the top of the search engine results or being moved to the next page of the SERP. Keep in mind that Google’s one of the thousands of algorithmic rules is favoring the page with newer, relevant, and more informative content.
The Advanced SEO Guide for Content Writers and Link Builders has rules for optimizing content for on-page SEO campaigns. See parts of the rules below.
Optimizing Content for Off-page SEO
Content uploaded to external websites is called off-page. This type of optimization takes place in external websites (other websites that promote the main website or the brand’s website).
When we build a link on another website to send traffic to our own website, this gives us two benefits:
- The more links we build on other websites, the more sources of visitors the main website will get.
- The more links we build on other websites, the more chances Google will think the main website is popular because this is featured and/or mentioned on more site sources, which will eventually result in the main website getting ranked on top of the SERPs.
The Advanced SEO Guide for Content Writers and Link Builders has rules for optimizing content for off-page SEO campaigns. See parts of the rules below.
- Increase the number of inner pages linking to the parent page or homepage.
- Add more than one external source link in the external content. Source links, however, must be of .gov, .edu, .mil, .org, or other reputable domains or websites.
Where we should invest more? Optimizing content for On-page SEO or for Off-page SEO?
The answer is BOTH. We need to optimize on-page content and off-page content.
Keep in mind that optimizing content for on-page SEO is always based on the requirements of off-page content. You can never send links to the main website if its content doesn’t comply with another website’s requirement. Imagine posting a job on a Classified Ad website and you’re linking that job post to a product page of your website.
To make it relevant, your job post should link to a job page or career page of your website. Otherwise, on-page content irrelevant to the off-page content is considered spam by Google, and doing this will hurt your website. Google will penalize you by getting rid of your website in the search results.
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