If you own a website, then you are probably aware of search engine optimization, or SEO. There’s plenty of talk about SEO…but, what exactly is it? We already know SEO gets websites ranked high in the search engines, but how? Essentially, search engine optimization can be broken down into two categories:
On-Page Factors. These are the factors that are actually on your website that assist you in your rankings. Utilizing on-page factors simply means including relevant keywords within the text, title, and headlines of your website. For instance, if you sell hair accessories, then you would want to include those terms within the titles and text of your website. A common misconception, however, is that SEO just involves this one-time placement of keywords and terms within your site. Although on-page factors are important, using on-page factors alone will NOT get your website ranked in the top ten, probably not even the top 100 for keywords that are even mildly competitive!
On-page factors normally involves the following methods:
- Keyword in Title—utilizing relevant keywords within the title tag of your domain name.
- Link with Keyword back to Page—the process of obtaining links from other sites back to your site with certain text that is clickable, also known as anchor text.
- Keyword in Body Headline—utilizing relevant keywords within the body of your text and headlines.
Off-Page Factors: Off-page factors include building links, or referrals, from other websites back to your own website. Quite simply, search engines, like Google®, aren’t trusting what you say your website is about, instead they’re asking other websites their opinion as to what your website is about. Utilizing off-page search engine optimization includes continuous, ongoing link building from other websites back to your website. When this link-building occurs, it pushes your website to the top of the search engine rankings. Offpage factors are essential and key to getting you ranked at the top.
Off-page factors normally utilize the following methods for getting websites ranked higher in the search engines:
- Link Quality—High quality links are essential for getting recognized and ranked in the search engines.
- Number of Links—Although the number of links can impact your ranking, it’s also imperative to realize that quality links are just as vital to getting you ranked high.
- One Way Links—A website with a numerous amount of quality, oneway links will rank higher in the search engines than those without.
Remember, on-page factors, such as strategically placing the keyword on your website, are more of a bonus. They won't get your website ranked in the top ten. Off-page factors, or labor-intensive link building, are what gets you rankings. In other words, Google® doesn't trust or place much value on what you say is on your site, but they trust what others on the Internet are saying about your website.
With competition being so fierce on the Internet, using SEO is essential to the success of your website and, ultimately, your business growth. Ensure your website’s optimization with both on-page and off-page factors.