SEO ON SITE E OFF SITE

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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On-page SEO ensures that your site can be read by both potential customers and search engine robots. With good on-page SEO, search engines can easily index your web pages, understand what your site is about, and easily navigate the structure and content of your website, thus ranking your site accordingly. As a best practice, make sure your page content includes 1-3 relevant internal links.

There’s a score called “Domain Authority” that calculates how authoritative your website is compared to other sites. You can type your domain name into here to see your score.

A good analogy for how authority works is this. If you have a bathtub with rubber duckies in it (the ducks are your pages), and you start filling the tub with water (links), your duckies are all going to rise to the top.

Mobile Friendliness.

Google has a tool called PageSpeed Insights that will analyze your site on both mobile and desktop. and then suggest tips to optimize page speed. There are also several quick fixes to eliminate whatever is bogging your site down and slowing your page load time. Key site speed factors to consider:

The ‘page experience signal’ will consist of Core Web Vitals, plus mobile-friendliness, safe-browsing, HTTPS security, and intrusive interstitial guidelines.

However, SEOs generally advise getting your on-page SEO ducks in a row before focusing too much on off-page SEO.

Having your content shared on social tells Google that people find your content relevant, helpful and reputable. Not every page on your site is share-worthy, but you can optimize the pages that are with these tips:

Google prefers structured data to use schema.org vocabulary, and recommends using JSON-LD format. They also provide a handy Rich Results Test tool to check your code. While there are a variety of ways to add structured data to your website (plugins, Google Tag Manager, etc.), it’s always best to get a professional involved if you’re not comfortable writing code.

There are several factors that influence your off-page SEO rankings. While each one is tackled with different strategies, they share an overarching goal of building the trust and reputation of your website from the outside.

Any content management system should allow you to add something called “alt text” to all images on your website. This text isn’t visible to the average visitor – alt text is in fact used by screen reader software to help blind internet users understand the content of your images. Search engines crawl images in a similar way, so inserting some relevant keywords while accurately describing the image will help search engines understand your page’s content.

Page Experience.

It’s not about choosing between on and off-page SEO, that would be like having to choose between a foundation or a roof for your house. On-page and off-page SEO work together to improve your search engine rankings in complementary fashion.

The biggest off-page SEO factor is the number and quality of backlinks to your website. Some examples of ways you can build links to your website are:

The purpose of these signals is to quantify the user experience with a website, from page visual stability and load time, to interactive experiences.

According to Google, “optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, and helps sites evolve towards user expectations on mobile. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction.”

To check your LCP score, access your Google PageSpeed Insights and make sure your page hits LCP within 2.5 seconds. To accomplish this, remove unnecessary third-party scripts that may be running, upgrading your web host, activating “lazy loading” so page elements load only as users scroll down the page, and remove any large page elements that may be slowing it down.

Social Tags.

In recent years, Google has prioritized mobile page loading speed as a key ranking metric.

Make sure your H1s limited to one per page, all other headers are H2 or H3.

One of the simplest ways to optimize cumulative layout shift is to add height and width dimensions to each new site element. Also, avoid adding new content above existing content on a page (unless responding to user interaction).

How do you know if your website is mobile-friendly? You can plug in the site’s URL into this test, and Google will tell you how friendly the website is based on its current algorithm.

Google wants to help its users find what they’re looking for as quickly as possible to provide the best user experience. Therefore, optimizing your pages to load faster helps your site rank higher in the search results.

The content on your pages needs to be useful to people. If they search for something too specific to find your page, they need to be able to find what they’re looking for. It needs to be easy to read and provide value to the end user. Google has various ways to measure if your content is useful.

Once these methods become known and are adopted by many, their effectiveness is diminished.

However, the most successful SEO plans implement a combination of on-site and off-site strategies, and require the buy-in and support of multiple departments. Before evaluating different on-site and off-site SEO strategies, it is critical to understand the difference between white hat and black hat SEO strategies. White hat strategies refer to those strategies carried out in accordance with SEO best practices as defined by the search engines themselves. They involve developing a website and attendant content in a manner to maximize utility for the end-user, rather than the search engine crawler itself. In other words, SEO professionals should develop websites that people love and to which they keep coming back; and the high search visibility will follow.

White hat SEO also involves eschewing strategies designed to fool a search engine into thinking that a website is more popular, relevant, or useful than it actually is. Such strategies comprise what is known as black hat SEO. While black hat SEO can be useful in effect short-term increases in search visibility, in the long run, generally speaking, they will not yield sustainable increases over time. Search engines are constantly on the lookout for websites that use such strategies, and often mete punitive measures (usually involving dramatically decreasing a website’s search engine visibility) to offenders. Moreover, many black hat strategies are the result of SEO professionals devising new ways to game the search engines.

On-site content publishing.

Public relations professionals will perform most public relation activities off-site. However, consistently publishing press releases onsite can be a powerful part of an overall content development and publishing strategy, enhancing a website’s keyword density, index-ability, quantity of fresh content, and overall usability. Further, pulling public relations professionals into SEO strategy discussions can help generate ideas for additional on-site content, as well as greatly enhance off-site SEO strategies.

Website content should be developed as part of the organization’s own integrated marketing communications (IMC) strategy. Ideally, the organization’s marketing department rather than the SEO professional should develop copy; however, the SEO professional should provide the marketing department with a list of branded and non-branded keywords for them to incorporate in website copy. The IMC plan should contain a content development plan and a schedule for publishing said content.

To understand how to evaluate the use of on-site or off-site SEO strategies, it is important to understand what is meant by both terms. On-site SEO strategies generally refer to strategies that are implemented within the web programming language, and appear on the website itself. These can include strategies to aid search engines in indexing and ranking the website in question, as well as encourage visits, especially repeat visits. Some common examples of on-site strategies include frequently publishing sticky content, properly using metadata, and ensuring site navigation is simple for humans and search engine crawlers.

Of the many white-hat SEO strategies, few can surpass the impact of keyword research, on-site content publishing, and public relations.

In this article, we will cover: 1) a comparison of on-site and off-site SEO ; 2) key on-site strategies ; 3) key off-site strategies ; 4) black hat strategies, both –on-site and off-site ; and 5) determining the right mix of on-site and off-site strategies .

In addition to social media marketing, blogging, guest blogging, micro-sites, and email marketing, are among the many opportunities available to develop and publish content off-site that can link back to the website. Backlinking, as an SEO strategy, is important because it allows search engine crawlers to assess popularity partially based on the sites referring traffic to the website in question.

On-site keyword research.

Most black hat SEO tactics involve on-page factors. Of the few that do not, many involve assailing the rankings of competing websites, and/or illegal methods. However, legal (albeit unethical) keyword, content, and public relations SEO strategies can be employed onsite.

When designing a search engine optimization strategy, it is natural to wonder whether the primary focus should be on on-site or off-site SEO factors, or some combination of the two. Moreover, it is important to understand how white hat and black hat SEO strategies fit into the context of determining the proper mix of on-site and off-site factors.

Keywords/phrases can also be incorporated into content intended for distribution and/or publication off-site.

There is no one-size-fits-all for determining the best combination of on-site and off-site factors to use. The only way to determine what works for a particular site is, using best practices (whether white hat or black hat) as a framework, trial and error. Fortunately, there are many methods for testing and analysis, and a variety of metrics available for measurement. The key is a commitment to continuous testing and experimentation, and an understanding that both the dynamic nature of the data (what works one day may not tomorrow), and the interrelation between the variables.

On-site public relations.

Incorporating keywords and phrases into content on branded social media channels can not only enhance the search volume for those terms, and make it more likely that an organization’s brand appears high in one of the Big Three search engines (Google, Bing, or Yahoo); it also optimizes those pages in social network search engines. These often-neglected targets of SEO search are highly trafficked. For example, YouTube’s search engine has long garnered a higher volume of search queries than even Yahoo has. Moreover, even if a particular social search engine yields less total search query volume that is less than one of the Big Three, in many instances, organizations can more easily market to their target audience by casting a relatively narrower net on a social network than on a global search engine.

In general, white hat SEO strategies are the most effective in yielding sustainable increases to website search engine visibility. Three key white hat strategies that have onsite and offsite analogues should be a part of any on-site/off-site mix.

Key to a strong back-linking strategy is off-site public relations activity. Indeed, even backlink planning should be done in concert with public relations professionals, as search engine crawlers now assess whether the sites referring traffic to the website are relevant to the site’s subject matter. Further, they assign higher relative value to referring sites that are of high quality, and are organic – obtained naturally because of the website’s overall utility. Public relations professionals are tasked with developing earned media – news coverage, in online and offline venues. A single backlink from well-established news sites like The New York Times can improve a website’s search visibility far more than a hundred paid links from webpage that are irrelevant to the organization’s website. Further, obtaining guest blogging opportunities and generating certain email copy is the province of PR professionals; again, they should be provided with keywords to optimize the copy for SEO purposes.

Let’s look at how on-site keyword research, content publishing, and public relations play out off-site and drive other SEO strategies.

Unethical public relations are most often used, not to drive traffic directly to a website (which might be considered marketing), but to spin existing, or generate new news coverage, that assails a competitor, and drives traffic to the organization (and its website) as an alternative. These tactics are often used in political campaigns, but can and have been used by corporations to frame an issue as favorable to itself, usually at the expense of a third party. This is known as negative buzz . One notable example, which actually involved an eyeglass firm, known as DecorMyEyes, creating negative buzz around its own products and services by providing legendarily bad customer service in order to obtain bad online reviews. These reviews pushed the site to the first page of Google search results, and significantly increased sales. Unfortunately for the owner, the poor service, which included death threats to customers, led to a jail sentence.

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