SEO can feel like a bit of a mystery when you’re just getting started.
There’s a lot to consider, but one of the first things to understand is that SEO is split into two main areas: on-page and off-page. Both are essential for making sure your website not only gets found online but also gains the trust of search engines and potential clients alike.
In this guide, we’ll break down the difference between on-page and off-page SEO, why they matter, and how you can get started with both to boost your business.
Whether you want to improve your site’s content or build your online authority, this post will help you understand the key areas to focus on.
The Two Sides of SEO
When it comes to improving your website’s search engine ranking, SEO is often broken down into two distinct areas: on-page and off-page SEO.
These two sides of SEO represent the strategies you implement directly on your website and those you focus on outside of it. While they may seem like separate approaches, both are crucial for enhancing your website's visibility and ensuring it performs well in search results.
On-page SEO refers to everything that happens on your site. It's about optimising the content, structure, and technical elements to make sure search engines can easily understand your pages. This includes things like using the right keywords, improving site speed, and creating user-friendly navigation.
Off-page SEO, on the other hand, involves activities that happen beyond your website. Building authority through backlinks, gaining social mentions, and fostering relationships with influencers all fall under off-page SEO. These efforts help search engines view your site as trustworthy and credible, which boosts your ranking potential.
Both on-page and off-page SEO are essential for building a strong presence online.
Each plays a different role, but together, they help you attract more visitors and convert them into customers. Once you get to grips with these two sides, you can develop a more holistic strategy that covers all the bases for success.
What is On-Page SEO?
On-page SEO is all about the things you can control directly on your website to improve how it performs in search results. It’s like giving your website a tune-up so search engines and potential customers can easily find the information they need.
Think of it as laying down the foundations to make sure your website is clear, easy to use, and optimised to show up when someone’s looking for your services.
Content is Key
At the core of on-page SEO is content.
By using the right keywords—those terms your potential clients are searching for—you help Google and other search engines understand what your pages are all about. But it’s not just about stuffing keywords everywhere.
You need to create valuable, relevant content that answers your customers’ questions and shows them why you’re the one they should trust.
The Technical Bits
Then there’s the technical side.
Things like making sure your website loads quickly, is mobile-friendly, and has clear headings and internal links all play a part. These small tweaks make a huge difference in how user-friendly your site is and how well search engines can crawl and index it.
Why It Matters
In short, on-page SEO is about making sure your site works for both the people visiting it and the search engines trying to rank it.
Once you get these basics right, you’re giving your site the best chance to show up when it matters most, helping you get more eyes on your business.
For a deeper dive, check out this post that covers on-page SEO for tradesmen in greater detail.
What is Off-Page SEO?
Off-page SEO is everything you do outside of your website to improve its ranking in search results.
While on-page SEO focuses on what’s on your site, off-page SEO is all about building your website’s authority and trustworthiness in the eyes of search engines like Google. Think of it as your online reputation—showing search engines that your business is respected and trusted by others.
Building Authority with Backlinks
One of the most important parts of off-page SEO is backlinks.
These are links from other websites to yours, and they act like votes of confidence for your site. The more high-quality, relevant sites linking to you, the more Google sees your website as trustworthy and worth ranking higher in search results.
It’s not just about quantity, though; a few strong links from reputable sites are much more valuable than a bunch of links from low-quality sources.
Social Proof and Online Mentions
Off-page SEO also includes social signals—things like social media shares, reviews, and mentions across the web.
When people talk about your business online, whether in a positive review or a social media shoutout, it adds to your credibility. While these might not directly affect your ranking, they help build a sense of trust, which can lead to more traffic and eventually better search visibility.
Relationships and Outreach
Building relationships with other businesses, bloggers, or influencers in your field is another key off-page tactic.
By collaborating, you can gain more exposure and drive traffic to your site. Guest posting or contributing valuable content to industry sites can position you as an expert, all while earning those valuable backlinks.
Why It Matters
Off-page SEO is what helps your website stand out as a trusted authority in your field.
If you take the time and invest in strategies that build your online reputation, you’ll increase your chances of ranking higher and attracting more potential customers to your site. You’ll show Google, Bing, and the rest that your business is not just well-optimised but also well-regarded.
To find out more about this essential online marketing element, dig into our guide to off-page SEO for tradespeople to get a broader understanding of what you need to do to make it work for you.
On-Page vs. Off-Page: Which is More Important?
When it comes to SEO, both on-page and off-page strategies play a crucial role in boosting your website’s visibility.
So, which one should you focus on?
The truth is, you need both. Each one addresses different aspects of how your website performs and how it’s perceived by search engines.
On-Page SEO: Your Foundation
On-page SEO is the foundation of everything.
Without a well-optimised website, no amount of off-page efforts will bring long-term success. This is where you have full control, and it’s essential for making sure search engines understand what your site is about. Think of it like building a house—your website structure, content, and technical performance are the bricks and mortar.
If your site isn’t optimised, search engines won’t know how to rank it, no matter how many backlinks you have.
Off-Page SEO: Building Your Authority
While on-page SEO is about making your site strong, off-page SEO is about making it known.
You could have the best website in the world, but if no one knows about it or links to it, search engines won’t consider it relevant. Off-page efforts, like earning backlinks and getting online mentions, show search engines that others trust your site and that it deserves a higher ranking.
The Power of Balance
In reality, on-page and off-page SEO work best when they’re in balance.
You need a solid, well-optimised website to start with, but you also need the credibility that off-page SEO provides. Focusing too much on one over the other can leave gaps in your strategy, so it’s important to treat both as essential pieces of the puzzle.
How to Get Started with Both
Getting started with SEO doesn’t have to be overwhelming. If you tackle both the on-page and off-page strategies mentioned below, you’ll cover the key areas that help your site rank better.
Here’s how you can get going with both sides of SEO.
On-Page SEO: Laying the Foundation
- Optimise Your Content
Make sure your website content answers the questions your potential clients are asking. Use relevant keywords naturally in your text, headings, and meta descriptions. - Focus on User Experience
Ensure your site is easy to navigate, loads quickly, and works well on mobile devices. Search engines reward sites that offer a smooth user experience. - Sort Out Your Technical SEO
Check for things like broken links, duplicate content, and page speed issues. Tools like Google Search Console or online SEO checkers can help flag these problems. - Use Internal Links
Link between relevant pages on your site to help users (and search engines) navigate through your content easily.
Off-Page SEO: Building Your Authority
- Start Earning Backlinks
Reach out to industry partners, directories, or bloggers for opportunities to get backlinks. Focus on quality, not quantity—one strong backlink is worth far more than dozens of weak ones. - Get Active on Social Media
Engage with your audience on platforms where your clients hang out. Sharing your content and interacting with others can increase mentions and drive traffic to your site. - Encourage Online Reviews
Ask satisfied customers to leave reviews on Google and other relevant platforms. Positive reviews build trust and send strong signals to search engines. - Contribute to Industry Blogs or Forums
Guest posts or comments in relevant online communities can help build your authority and earn more backlinks over time.
Final Thoughts: Mastering Both for Optimal Results
As you’ve probably gathered by now, mastering SEO means finding the right balance between on-page and off-page efforts.
On-page SEO lays the groundwork by ensuring your website is optimised for both users and search engines, while off-page SEO builds your authority and credibility in your industry. Together, these two sides work to boost your visibility, helping you attract more clients and grow your business.
By focusing on both, you’re not just improving your rankings—you’re creating a solid, trustworthy online presence that will continue to drive results long-term. Remember, though, this is a process that takes time. But every step you take brings you closer to more traffic, more leads, and, ultimately, more success.
If all this sounds like just another thing you have to do but don’t have time for, don’t worry—we can handle it all for you! Get in touch to learn how we can manage your SEO so you can focus on what you do best—delivering a high-quality service to your customers.
