SEO on site and SEO off site: differences, advantages and basic techniques

by Moises Hamui March 20, 2024

SEO (Search Engine Optimization) is a set of techniques used to improve the visibility of a website in the search results of search engines such as Google, Bing or Yahoo. It is divided into two main areas: on-site SEO and off-site SEO.

When to use SEO and when to use SEM

1. On-site SEO: Optimization within the website

On-site SEO focuses on optimizing all internal elements of the website to make them more relevant to search engines and users. Some of the most important on-site SEO techniques are:

Keyword Optimization: Choosing the right keywords and including them in your website title, meta description, content, and images.
Website structure: Create a clear and logical navigation structure so that users and search engines can easily navigate the website.
Loading speed: Optimize the website's loading speed, as it is an important factor for search engine positioning.
Quality content: Create original, useful and relevant content for users.
Internal links: Create internal links between different pages of the website to improve navigation and user experience.

2. Off-site SEO: Optimization outside the website

Off-site SEO focuses on improving the visibility of a website through actions that are performed outside of it. Some of the most important off-site SEO techniques are:

Link building: Getting quality links from other websites relevant to yours.
Social media: Use social media to share content and increase website visibility.
Guest blogging: Posting guest posts on other blogs to gain links and increase visibility.
Web directories: Register your website in relevant web directories.

3. Advantages of on-site SEO and off-site SEO

On-site SEO and off-site SEO are two complementary strategies that offer a series of advantages:

Improve search engine rankings: By optimizing your website both internally and externally, you can improve its ranking in search results, which means more users will be able to see it.
Increase web traffic: Better search engine rankings translate into increased web traffic, which means more users will visit the website.
Generate more leads and sales: More web traffic can generate more leads and sales, which means the website will be more profitable.

4. Basic techniques to improve on-site and off-site SEO

Here are some basic techniques to improve on-site and off-site SEO:

On-site SEO:

Research keywords: Use tools like Google Keyword Planner to find the keywords your target audience is searching for.
Optimize the title and meta description: Include the main keywords in the title and meta description of each page of the website.
Create quality content: Write original, useful and relevant content for users.
Optimize images: Include descriptive alt tags in images on your website.
Create internal links: Link the different pages of the website to each other.

Off-site SEO:

Get quality links: Look for opportunities to get quality links from other websites relevant to yours.
Engage on social media: Share content on social media to increase website visibility.
Write Guest Posts: Post guest posts on other blogs to gain links and increase visibility.
Submit your website to web directories: Find web directories relevant to your sector and submit your website to them.

5. How to choose the best SEO strategy?

The best SEO strategy will depend on the specific goals of the website and the budget available. In general, it is recommended to combine on-site and off-site SEO techniques to achieve the best results.

6. Tools to improve SEO

There are various tools that can help you improve your website's SEO, such as:

Google Search Console: Allows you to monitor your website's ranking in search results and detect SEO errors.
Google Analytics : Allows you to analyze website traffic and gain insights into user behavior.
Semrush: A comprehensive SEO tool that lets you perform keyword analysis, SEO audits, ranking tracking, and much more.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.