SEO
On Page and Off Page SEO: what they are, differences and how to apply them
May 20, 2023
SEO
Ranking well on Google requires more than good content, it requires strategy. And when we talk about SEO strategy, two pillars stand out: On Page SEO, which takes care of the internal structure of the site, and the Off Page SEO, which expands your authority on the web.
While the first optimizes what is under your control (such as keywords, titles and URLs), the second focuses on what comes from outside: backlinks, mentions and authority signals.
In this article, you will understand what On Page and Off Page SEO are, how to apply them, their main differences and why using them together is essential to achieve real results in organic traffic.
SEO (Search Engine Optimization) is the set of practices used to improve a website's positioning in search engine results — such as Google.
The goal is to gain qualified organic traffic, that is, visitors who come to you without investing in paid media.
The technical structure, content, website architecture, speed and even your brand's reputation influence this positioning.
Within SEO, two approaches are fundamental: On Page SEO and the Off Page SEO.
THE On Page SEO refers to all the internal elements of the website that influence ranking. This is what you can adjust directly, such as:
The goal is to make the site more understandable to search engines and more relevant to the user. Good On Page SEO shows Google exactly what your content is about and why it deserves to appear in the results.
What is Off Page SEO?
Already the Off Page SEO encompasses factors external to the website that impact its digital reputation. The focus here is to build authority and credibility through interactions and mentions outside of your domain.
Main strategies:
- Backlinks (links from other websites pointing to yours);
- Strategic partnerships with portals or blogs;
- Mentions on social networks and external media;
- Guest post participation;
- Engagement signals outside of your site (e.g. comments, reviews).
Google understands that if other relevant sites link to yours, this is a sign of trust and it rewards this with better positions in the SERP.
Difference Between On Page and Off Page SEO
Factor On Page SEO Off Page SEO Control Total (done within your website) Partial (depends on third parties) Focus Technical quality and content Reputation and authority Examples Keywords, meta tags, headings Backlinks, partnerships, mentions Tools Yoast SEO, Semrush, Google Search Console Ahrefs, BuzzSumo, Google Alerts Direct impact Indexing and content relevance Domain Authority How to apply a combined strategy?
The best SEO performance happens when On Page and Off Page work together. Here's a handy checklist to get you started:
On Page SEO Best Practices
- Do keyword research with tools like Ubersuggest or Semrush;
- Use H1 for the main title and H2/H3 for subtopics;
- Optimize meta descriptions with CTA and keywords;
- Create short, descriptive URLs;
- Use internal links to guide the reader and maintain distributed authority;
- Invest in scannable content (lists, bold, short paragraphs).
Off Page SEO Best Practices
- Make guest posts on sites with good domain authority;
- Create quality content to attract backlinks naturally;
- Establish partnerships with blogs and portals in your niche;
- Maintain your active presence on social networks and relevant communities;
- Monitor brand mentions and turn them into link opportunities.
Why integrate the two strategies?
Alone, On Page and Off Page generate limited results. But when combined, they create a optimized and reliable environment so that Google recognizes your website as a reference in the segment.
- On Page SEO shows what your content is about
- Off Page SEO shows that the world trusts him
Together, they increase your chances of reaching — and maintaining — the top positions.
follow55 develops customized solutions that combine technique, content and authority to position brands intelligently. Contact us and let us put together the best strategy for your company!
