When it comes to search engine optimisation (SEO), on-page and off-page strategies are like two sides of the same coin—each plays a unique role in helping websites rank higher and attract more visitors.
Think of on-page SEO as everything you can control directly on your website:
- The quality of your content
- The structure of your URLs
- Your use of relevant keywords
These elements shape the physical and visual appearance of your site.
Off-page SEO, on the other hand, takes place outside your website. It’s about building your site’s reputation and authority across the internet. This includes getting quality backlinks from reputable websites or earning “endorsements” from other sites.
So, while on-page SEO strengthens the foundation of your website, off-page SEO builds credibility and reach, making both important for your overall SEO strategy. So, let’s go over why these two matter.
Why Both On-Page And Off-Page SEO Matter
On-page and off-page SEO are not standalone tactics, and they should not be used separately. They complement each other to create a well-rounded SEO strategy.
On-page SEO: This involves content quality, keyword optimisation, and technical features. These factors make the website valuable to visitors and understandable to search engines. A strong on-page SEO foundation is important for making the site user-friendly and search-friendly. The idea of course is to increase engagement and encourage more CTA.
Off-page SEO: Akin to working behind the scenes, off-page SEO is the strategy of building credibility and authority beyond the website itself. This can be achieved by earning high-quality backlinks and social media shares.
Why off-page SEO is necessary is quite simple: they act as validation or endorsement of content, with each website vouching for your content as credible. The easiest way to explain is when a popular influencer links your blog to their socials, driving their traffic fanbase or audience to your sites.
What Makes Up On-Page SEO?
The benefits of on-page SEO are great, but what are the elements that make up on-page SEO?
Title Tags And Meta Descriptions: Think of title tags as the headline of your webpage in search results. Both inform search engines and users what the page is about.
For example, a title tag like “10 Easy Carrot Cake Recipes for Beginners” instantly tells the user what the content covers. The meta description acts as a brief summary underneath the title tag and gives users a synopsis of what the content covers.
URL Structure: A descriptive URL tells people and Google what the website covers at a glance. Let’s compare these two examples.
“https://www.bestmarketing.com.sg/services/seo/on-page/”
“https://example.com/p1293/”
The first URL tells users and search engines that it is a marketing agency that sells SEO on-page services, while the second does not provide any details. Both users and search engines would much prefer a descriptive URL that explains the page focus.
Heading Tags (H1, H2, H3): Proper use of heading tags is essential for organising content in a way that’s easy for both users and search engines to read. Hierarchical Headings guide the reader through the content and allow search engines to understand the different topics on the page.
Content Quality And Search Intent: One of the fundamentals of SEO is creating content worth clicking on. These include using user-focused keywords and addressing common pain points.
Technical SEO For On-Page Optimisation: Users want convenience. Fast load speeds, user-friendly navigation and simplified CTA enhance user experience, making it easy for them to take the next steps, whether reading more, signing up, or making a purchase.
What Makes Up Off-Page SEO?
Off-page SEO happens outside the scope of your website or content. This includes third-party websites or blogs that can affect your website’s reputation or authority.
Backlinks And Link Quality: Backlinks are typically what people associate off-page SEO with. They serve as endorsements from one website to another. When popular or well-respected websites link to another page, search engines take it as a sign of “This website must be valuable to users if you are supporting it”.
Social Media Marketing: One of the most common methods to boost your off-page SEO is promoting content across different social media platforms. Be it a “promo code” or “a free sign-up,” anything that encourages CTA helps direct traffic to your site.
Online Reviews and Brand Reputation: Online reviews work similar to word-of-mouth recommendations on the internet, and they’re a big deal for off-page SEO. Imagine you’re looking for a restaurant and seeing one with tons of good reviews on Google. You’re more likely to trust it, right? Search engines think the same way. When a business has a lot of positive reviews, Google sees it as a trusted place.
How To Measure Success For On-Page And Off-Page Seo
To see if your SEO efforts are paying off, you’ll want to track specific metrics for both on-page and off-page SEO. Here’s a simple breakdown:
Measuring On-Page SEO Success
Organic Traffic: This number of visitors coming to your site from search engines will tell you how effective your site is. If you see this number increasing, it’s a sign that your on-page SEO efforts, like optimising keywords, content, and page structure, are working to boost visibility.
Bounce Rate: This is the percentage of visitors who leave your site without clicking on anything else or exploring other pages. A low bounce rate shows that site visitors find your content useful and relevant. If your bounce rate drops after updating an article to make it more informative, it tells you that the updated article catches their attention and is relevant to them.
Average Time on Page: This metric shows how long visitors spend on each page. A higher average time usually means people are reading through and finding value.
Click-Through Rate (CTR): The more people click on your link, the higher your CTR. A higher CTR means your title and description are compelling to users.
Measuring Off-Page SEO Success
Backlink Profile: This tracks the number and quality of other websites linking to your content. One telling method of whether your site is gaining prominence is the type of content that links to your page. If multiple health websites link to your “Simple and easy fitness workout routines” page, it shows that your routine advice is sound and recommended to the overall health industry.
Domain Authority (DA): DA is a score that indicates the trustworthiness of your site. Higher DA is often linked to better search rankings. As you gain high-quality backlinks, your DA score will rise, showing that your off-page SEO efforts are building credibility.
An increase of DA from 10 to 45 over time shows your site is increasingly being trusted.
Online Reviews and Ratings: Positive reviews are great, it tells your business is doing well and what you offer is valuable to customers. Negative reviews, however, help you improve your business and find room for improvement. This can reveal common issues or frustrations, helping you refine your offerings or address any service gaps.
Brand Search Volume: A quick Google search about your brand tells you about its search volume. If your brand search volume increases after implementing off-page SEO strategies, such as social media mentions, press coverage or blogs, it shows your off-page SEO efforts are working well.
Tools for Tracking SEO Performance
Google Analytics: Tracks traffic, bounce rate, time on page, and more.
Google Search Console: Monitors organic search performance, CTR, and keyword performance.
Ahrefs, Moz, or SEMrush: Useful for tracking backlinks, domain authority, and competitive insights.
Social Media Platforms: To measure social engagement and mentions.
Review Platforms: Track customer reviews and ratings.
Common Mistakes In On-Page And Off-Page SEO
SEO can get tricky, and it’s easy to make mistakes that can hurt your site’s performance. Here are some common slip-ups to watch out for with on-page and off-page SEO.
On-Page SEO Mistakes
Keyword Stuffing: Trying to cram too many keywords into your content can backfire. It doesn’t look natural to readers, and search engines may see it as spammy. Instead, use keywords naturally and focus on making the content valuable for readers.
Skipping Meta Descriptions ANd Title Tags: A well-written title and description can attract clicks from search results, so don’t ignore them. Make sure they’re clear and to the point, and include your main keywords.
Not Using Headers (H1, H2, etc.) Properly: Skipping headers or using them randomly can make your content hard to read. Headers help structure your content, making it easier for readers to follow along. They also give search engines a clear picture of what each section is about.
Lack Of Mobile Optimisation: Many people browse on their phones, so if your site doesn’t look good or work smoothly on mobile, you’re losing out. Make sure your website is mobile-friendly, with easy navigation and quick loading times.
Ignoring Image Optimisation: Large images can slow down your page, frustrating visitors and hurting rankings. Compress images to improve load times, and always add descriptive “alt text”.
Poor Internal Linking: Not linking to other relevant pages on your own site is a missed opportunity. Internal links promote your other content to visitors and keep them engaged longer.
Off-Page SEO Mistakes
Chasing Low-Quality Backlinks: Links from spammy or unrelated sites can do more harm than good. Focus on building links from reputable, relevant sources that add credibility to your site.
Ignoring Social Media Platforms: Having a social media account and posting content isn’t enough. You should actively engage with your audience, respond to comments, and encourage interaction.
Not Managing Online Reviews: Negative reviews can hurt, but leaving them unanswered and only responding to positive reviews sends the message that you’re not open to improvement. Responding to all reviews, especially the negative ones, shows you care about customer experiences and are willing to make things right.
Prioritising Quantity Over Quality: It’s tempting to gather as many links as possible to build a web of backlink profiles, but quality matters more than quantity. A few high-quality links from trusted sites will help your SEO more than hundreds of low-quality ones.
Not Adjusting Your Off-Page Strategy: Off-page SEO isn’t “set it and forget it.” You need to monitor your backlinks, brand mentions, and social signals to see what’s working and where you might need to adjust.
Conclusion On On-Page vs Off-Page SEO
On-page SEO is all about making sure your website itself has good content, clean layout, relevant keywords, and a user-friendly experience. On the other hand, off-page SEO focuses on building your reputation outside of your website—like earning quality backlinks, managing your social presence, and collecting positive reviews. Together, they create a balanced SEO strategy that boosts your visibility and helps attract more visitors over time.
The Best SEO knows how on-page and off-page SEO can help businesses generate leads and close sales. Our team understands that clients’ needs are different and require tailored solutions. If you are unsure what your business needs, get a free 30-minute strategy session with us today to get free advice!
Frequently Asked Questions About On-Page vs Off-Page SEO
Is Off-Page SEO More Important Than On-Page SEO?
Neither is more important, both work together. On-page content sets the foundation, while off-page content strengthens your site’s credibility and reach.
What Are Some Basic On-Page SEO Elements I Should Focus On First?
Start by optimising title tags, meta descriptions, headings, and URL structure and making sure content aligns with user search intent.
How Often Should I Update My On-Page SEO?
Regular updates are beneficial, especially when adding new content, targeting different keywords, or adjusting to changes in user behaviour.
What Is Anchor Text, and Why Does It Matter in On-Page SEO?
Anchor text is a clickable text in a link. These descriptive, relevant, and anchor text help search engines understand the linked page’s content.
Does the Length of My Content Impact On-Page SEO Rankings?
Yes. Longer, informative content tends to rank better because it provides more value, though quality and relevance are key.
What Are Schema Markup and Structured Data, and Do I Need Them for On-Page SEO?
Schema markup is code that helps search engines understand your content better. Adding it can improve the appearance of search results with rich snippets, which can attract more clicks.
