SEO is a whole collaboration of efforts to get your website to the top of Google, there’s not one set thing that will prove to be the correct way to optimise your site for your chosen search engine. If this were the case, experts wouldn’t still be debating and discussing exactly the right way to implement SEO practices, years down the line.
However, we can all agree that there are two sides to SEO, on-site optimisation and offsite marketing. Although, many SEO experts are split 50/50 as to which one to prioritise over the other.
What is included in on-site optimisation?
On-site optimisation is most commonly known as the conscious action of targeting your copy and website content to answer any searches that include keywords associated with your business, the products you sell and the services you provide.
Having said that, other types of on-site optimisation include the level of usability on desktop and mobile, clear points of contact, a good first impression and engaging content. In simpler terms, anything that helps to keep users on your site and encourages convertion should be considered as on-site optimisation.
For instance, we originally built the Swiftfit website in 2014 and in that time, the way users digest content and what Google expects to see, has changed dramatically. We took Swiftfit on as an SEO client the latter end of 2018 and our first priority was to optimise their site by improving the user experience and conversion journey. Naturally, this has done wonders in improving where they appear in the search rankings and the number of enquiries they receive through the website.
How important is offsite marketing?
Whilst on-site optimisation will help to keep users on your site, as well as ensure Google is able to identify what your business offers and decide whether it is relevant to answer the user’s search query. Offsite marketing will provide the biggest advancements in your search results positions and will drive more traffic to your site.
Our client Anglia Chiropractic Healthcare noticed a big jump in their search rankings in the last year. Of course, on-site optimisation was carried out, but the biggest improvements came about after working on their offsite marketing. This was achieved by working in partnership with other credible, local online businesses and establishing a strong presence on their social media platforms.
When it comes down to answering which of these approaches is most important for your SEO, this entirely depends on your business. In fact our experts believe it is a gentle balance between the two options that bring the biggest reward. In some instances, all you will need is a few adjustments to your website to start reaching the first page of Google for your targeted keywords. Whereas, in many cases, a carefully crafted SEO strategy over a longer term will ensure results, with the focus directed towards building trust and credibility for your website.
If you would like our SEO experts to audit your site for improvements and help you climb the Search Engine Result Pages (SERPS), don’t hesitate to give us a call on 01603 859007 today.
