Whether you are a blogger looking to gain exposure, or an entrepreneur promoting your services or products online, increasing traffic to your site is considered basic necessity. There are many strategies to create buzz from potential and existing website visitors, and some of the online marketing tactics used today include social networking, paid advertisements, e-mail newsletters, and SEO. SEO, also known as search engine optimization, is the maximizing of websites’ visibility in search engines through rankings according to most relevant. Undoubtedly, every person who uses the internet makes use of search engines, like Google or Yahoo, to find what they need, and this makes SEO a crucial part of your marketing efforts. Its importance therefore, requires careful planning and proper execution.
There are two components that make up SEO; the on-site and the off-site. On-site refers to the overall structure and content of your website (that help make up its relevance ranking in search engines), from page information, tags, and keywords, to layout design, images, videos, and URL structure. Off-site on the other hand, are your outside online efforts to get people to land on your site, such as link building, press releases, articles, social media posts, RSS feeds, as well comments on blogs and forums that have links to, and/or promote your site. Both elements are equally essential and balancing them is the key to an effective SEO. Here’s why:
Importance of Off-site SEO
It is not surprising that most website owners place heavier bets on their off-site pursuits than on the on-site counterpart. These act as your billboards, posters, signages, and commercials, that will eventually (and hopefully) lead the consumer to your store. Such strategies are deemed vital to attaining and increasing audience reach, as well as for your site to go viral. Although it is significantly effective to plot promotional seeds on different corners of the web to gain brand (or website) awareness, there is still just a right amount between a drought or a flooding of SEO efforts outside your fortress.
The keys to a balanced off-site SEO are: proper positioning, relevant content, and quality over quantity. For proper positioning, you must strategically place off-site collaterals where your target market will most likely find them. If you are promoting a food blog, you can join social media groups that are into food. The relevance of the content is of course a given requirement. You can market your website in a subtle way by posting on related topics, instead of doing a straightforward approach. And lastly, you need to make sure that you don’t bombard your audience with too many. Focus on the quality of your off-site campaigns.
Importance of On-site SEO
Your on-site SEO represents your brand image. Some online pursuers make the mistake of focusing too much on getting people to land on their sites that they forget to take care of what they were in it for in the first place: their website. Your website is your store. This is where consumers are supposed to find what you enticed them to look for. This is where you can showcase your product or service, or where you can build and maintain relationship with consumers. Moreover, online visitors are harder to please as it only takes a back click or an exit button to leave a poorly constructed website. Likewise, a site with rich content and is well-built will also be deemed futile if you don’t have enough off-site SEO to introduce it to the audience.
The key to a balanced on-site SEO lies on the effectiveness and usefulness of your site. You have to make sure that whatever you intend for the visitor to find, they will, fast and easily. Frequently asked questions that may come to mind should also be addressed. Keywords should also be a priority. Putting the right keywords of the right quantity should help put your site up high in the search engine ranks. The same goes for your tags, image texts, video titles, and URL structure. As it should be for off-site, the quality of your website structure and content should reign over quantity. No need for frills, so long as it is useful and relevant to searchers.
Your off-site SEO is your charisma and primary selling capabilities, while your on-site SEO is your actual and unique selling point. Balancing the two will make you consistent, effective, and reliable. To achieve the perfect balance, you can opt for search engine marketing services, or read more on how to balance your SEO.