On-site, Off-site and Technical
Any search engine optimisation completed directly on your website constitutes on-site SEO. It is a wide umbrella that covers the most basic elements such as the title of your page to the more complex elements such as robots.txt and sitemaps.
From the keyword research to the meta descriptions, there must be a carefully thought out process and plan in place before implementation. The list is almost endless when it comes to optimising your website, and Google is constantly updating its algorithm. Therefore, the change you make today may not work tomorrow; on-site SEO is a moving target.
Technical SEO also folds into the on-site category as it is the work that happens behind the scenes of your website. Changing headers, titles, and implementing keywords sound relatively easy once defined, however, there is a certain art to how on-site SEO is performed.
The technical aspect also has to be taken into account for URL structures, canonicals and re-directs for any changes. Amongst a vast myriad of ranking factors, Google’s spiders do not like errors, slow websites, or deprecated links. Technical SEO digs into the detail and oils the engine of your website.
Often one of the most misunderstood parts of the SEO process is off-page SEO. This is where if you take shortcuts, you can run into permanent issues with ranking well.
Off-page requires carefully selecting which areas of the internet you want your content marketed. Paying someone a small fee for hundreds or thousands of links can be the death of your website and your brand.
Google’s relationship with your brand and website must be built on trust. Trust is gained by ethical link building which demonstrates to Google that you are providing valuable and unique content to the end user.
Think about a great product that you were recommended? Start to ask why the recommendation occurred and what was the impact of that interaction. This is the way Google calculate’s your brand’s popularity and where it should rank in the listings. If people aren’t talking about you, your product, or your service, then Google simply won’t recognise you as an authority on the user’s search query.
Ranking well depends heavily on link building. A fully optimised on-page website will start the process of your ranking journey, but link building will put you on the first page.
The technical aspect also has to be taken into account for URL structures, canonicals and re-directs for any changes. Amongst a vast myriad of ranking factors, Google’s spiders don’t like errors, slow websites, or deprecated links. Technical SEO digs into the detail and oils the engine of your website.