Why Onpage SEO Matters For Internet Marketing Success

The basic difference between the two is that onpage SEO focuses on the factors which require to be optimized on the site itself, to make it attractive to the search engines, while offpage SEO involves the processes you can use for increasing the site’s credibility and popularity across the Internet. Both types of SEO are important in getting your site to rank, and there is some overlap between the two. In particular, content is relevant to both onpage and offpage SEO.

The reason both types of SEO are important is that nowadays, as the search engines continually change and refine their criteria, or algorithms, the experience of the user is becoming increasingly paramount. Offpage factors, such as inbound links, are seen by the search engines as votes of confidence by users in the relevance of your site, and so they help to improve your ranking. However, onpage optimization is what you use to communicate directly with the search engines, and so this is where you need to start.

When planning your onpage SEO tactics, there is no doubt that content takes a very high priority, as it is the heart of the user experience. Not only must the content be fresh and regularly updated, but it must be original and of good quality — not spun, rewritten or duplicated. As well as articles and text, videos, images and infographics are all useful, as long as they don’t increase the loading time. All the content needs to add value, not just be there to make up word counts.

Nowadays there is a lot of confusion about keyword occurrence in site content. Search engines are increasingly moving towards semantic search — that is, providing search results relevant to the searcher’s query, rather than mechanically based on keywords. Although the keywords for which you wish to rank do need to be present, rankings relate more to relevance and context.

Content of course is also applicable to offpage factors, as you need to make your content so useful that other webmasters will want to share it with their readers, and post links back to your site. Social search is also increasingly important, so you want to encourage visitors to bookmark your content with social bookmarking sites. In addition, you want to attract Likes and reTweets, and correlate your content with your Google+ profile.

The other major ranking criterion relating to user experience is the architecture of your site. In particular, speed of loading is becoming increasingly important to the search engines as a ranking factor. Internal links are also very important, as they are followed by the search engine bots as they land on a page, and indicate to them both that other pages exist, and which pages are the most important — as well as keeping your visitors on site longer. Page titles and descriptions are also crucial. Concentrate on optimizing and formatting every page, not just the site as a whole, and link them all to each other in a logical way, such as a silo structure.

Remember that onpage SEO is about keeping both search engines and users happy. If the site isn’t search-engine friendly, visitors won’t see it at all, but if they then get a poor experience and leave, your rankings will soon drop out of sight. Get your SEO right, and you have a successful Internet marketing campaign.