Over 3.5 billion online searches are made daily. This is an average of 40,000 queries every second.
For every one made, search engines rank websites based on SEO. Top websites have a click through rate of 34.36% and a mobile CTR of 35%.
It pays to optimize your business. Focused SEO campaigns benefit B2B and B2C companies.
Nearly 60% of B2B brands gain more leads from search engine optimization. For B2C brands, retail ecommerce sales are expected to reach $4.5 trillion by 2021.
There are two types of search engine optimization you need: onsite SEO and offsite SEO, also known as on-page/off-page. Google searches for organic use of both types.
To start improving optimization, you need to know the terminology. Onsite SEO is about your business being search engine friendly. It’s the entire foundation of your website.
Make content and keyword placement your focus here.
Search engines look for these signals to better understand your content – is it relevant, is it trusted. If you understand what optimization algorithms look for, you can streamline content effectively.
The main algorithm to familiarize yourself with is Google’s. Google makes up nearly 95% of organic traffic and is the main search engine used.
But don’t become overly dependent.
Relying on one platform can create business instability later on. Your content needs to be recognizable to all major search engines – the intent behind the site needs to be clear.
The Pros and Cons of Onsite SEO
Onsite optimization is straightforward to understand if you form a clear strategy.
- Titles need to be relevant and kept short, ideally no more than 60 characters.
- Learn to use formatting correctly, e.g. H1, H2, H3, to provide clear structure.
- Mobile searches are increasing. Make sure mobile optimization is at the fore of your website design.
- Content needs to be easy to access and unique.
On-page SEO is easy to implement because it gives you freedom of control – you determine how you sell yourself to your audience. But onsite optimization has pitfalls.
Instant results aren’t guaranteed and you have no control over the type of engagement you’ll get. What matters to you will only have 56% relevance in search engine optimization.
You also have to deal with software updates.
Google constantly updates; in a year between 500 and 600 changes are made. If you notice your DA is down, check for major updates. When Google Panda launched in 2011, 12% of the web was affected.
Compared to Google Panda, Google Penguin analyses link profiles, the core of offsite SEO.
Offsite SEO is how you reinforce the credibility of your business. You extend your SEO campaign beyond your website to better promote your brand.
Link building is a vital marketing tool. Since 2005, link building via guest blogs has increased by 112%.
But are link backs really necessary?
Always. They help build mutually beneficial partnerships with other businesses and start a conversation with customers. But they’re only one half of off-page optimization.
Social media is the second.
Users rely on social media channels to search for services and products – they’ve become mini search engines. Over 50% of businesses who used social media made more sales within a two year timeframe.
Influencer outreach can increase ROI by 11% compared with traditional marketing techniques.
Yet only 30% of brands spend money on off-page optimization.
How to Use Offsite SEO Properly
Authoritative websites are respected for one of two reasons: their age or engagement.
- Interactive content. Well written content is important, but involving customers with the experience is more entertaining. Unique content will get shared more, leading to better social media coverage.
- Remain active on social media. Make use of popular hashtags and influencer marketing. Up to 75% of customers don’t trust brand advertisements, yet 70% of them trust feedback given by unknown users.
- Try your hand at guest blog posts. Writing for authority sites will gain you exposure and allows you to link back to your business.
The main hurdle we encounter is link misuse.
Inbound links aren’t only necessary, they’re internet “currency”. But not all backlinks rank the same. Spambots, duplicate content and overstuffing need to be removed and avoided.
Your inbound links need to be naturally integrated by using high quality sources and descriptive anchor texts. Repetition of the same anchor text is cause for suspicion.
Creating a solid network of inbound links is difficult to do. This is why automation services have been created: to help brands form natural integration.
Professionals can search a directory of high DA websites to buy and sell links. Unlike backlink farms, these services deliver a tailored experience for your business.
Onsite SEO vs Offsite SEO: Is There A Winner?
Neither out wins the other.
Both are necessary when forming an SEO strategy.
Start with onsite optimization first. It’s vital for search engines to understand your content. Google indexes every single word of your webpages, primarily checking quality and length.
Lots of content is better than none, but it must be high quality. If the purpose of the post isn’t recognized, it will be rated “lowest quality” by Google’s Quality Rater.
Irrelevant or shocking headers and ads unrelated to the MC (main content) are the main two violations made by brands.
Your website can’t form natural backlinks if deemed untrustworthy, nor can you link to authority sites without coherent content to build on.
If you don’t understand onsite and offsite SEO or are unable to make changes yourself, we can help.
Visit our page today to discover how we can take your brand further. We offer free service packages and scheduled consultations.
Effective optimization isn’t something every business can achieve.
Trusted by over half a million professionals, we offer products and resources for all types of business to promote organic growth.