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On-Page SEO VS Off-Page SEO: Which Matters More?

6/15/2020

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by R.A. Rowell; SEO Content Specialist
Search Engine Optimization SEOImage © Pixabay, Public Domain


When working on search engine optimization (SEO) for your website, it's important to consider not only your on-page content. Search engines don't only look at the content on your pages. They also consider off-page backlinks and mentions. The difference between these search ranking factors are grouped into on-page SEO and off-page SEO.

Content and metadata - such as keyword phrases in page text, title tags, and meta descriptions - on your website are what are known as "on-page SEO." Also included in on-page SEO are any links to internal pages and the anchor text used on them.

Links coming to your website from other places, as well as mentions of your website, are part of what is known as "off-page SEO." In fact, off-page SEO counts far more towards your search engine ranking than what is actually on your own pages.


There are many examples of sites that don't necessarily have the best search optimized content. Yet, some websites rank well in search results due to excellent off-page SEO. These rankings become based on lots of well-optimized back-links on other higher-ranked websites.

Many people think that off-page SEO is out of their control and that on-page SEO is all you can really do. However, there are cases where you can easily do something about it. Off-page optimization is quite a broad topic that can span dozens of articles. So, for now, let’s get you started with some quick and easy ways to optimize both your on-page SEO and off-page SEO.



On-Page SEO Needs Search Optimized Page Titles

First and foremost, your website's page titles should be concise as possible. Keyword stuffing is a big no-no, yet people still do it. It's harder today to get away with it and rank well in search. That's because  Google and Bing in particular are constantly working on fighting keyword stuffing. Other search engines are adjusting their own algorithms, as well.

In any case, you want the keywords most relevant to the page's content in the first two or three words of the page's title. Oftentimes, you don't even really need your own organization's name upfront. You'll likely rank highly for your site’s name anyhow on account of your domain name, plus the fact that your name should certainly be included on every page of your site.


What's the Best Home Page Title for SEO?


Of course, the most important page title on your website is that of your home page. Firstly, the worst possible thing for any website – and it happens far too often - is to have “Home” or “Home Page” then your site name as your page titles. That doesn't help the search engines at all, so that’s the first thing you want to avoid.

So, your home page title needs to say what you do and what you need to be found for by searchers. These terms need to beright up front for search engines to work for you. It’s a simple change that can work wonders, especially if no one has optimized well for certain keyword phrases related to your blog or business.

Say you’re a Used Car Dealer in Walla Walla, Washington. You’d want your home page title to be something like "Used Car Dealer in Walla Walla, Washington, Bob's Autos" or something to that effect. Especially with local search, using a location if you happen to be dealing with a particular geographical area is huge for showing up in the top few results of a given search.

But, if you aren't a local business, it becomes very important to identify the niche you can most easily reach online. You can do some simple keyword research with a free tool such as Ubersuggest, which will give you some ideas for terms you may want to use.

The highest volume search terms are typically the hardest to compete for, so if you can, find keyword phrases that most other similar sites to your haven't used. Just make sure that it's still super relevant and that you actually then include the terms from your home page title in the page's content.




How Often Should I Use My Keywords in My Home Page Copy?

Once you've decided on one or two keyword phrases to focus on with your home page title, mention them at least a couple of times on your home page. However, you do not want them so blatantly featured that it's downright obvious that you're just trying to rank for it.

There doesn't seem to be a "magic number" of times that you need to mention your keywords. But, mentioning your most important keyword phrases in at least a few instances on your home page is a good idea. While there isn't a magic number, SEO experts suggest you shouldn't use any one keyword phrase in more than one to three percent of your page copy.

In your home page copy, you want to have a couple of paragraphs to introduce the site to both visitors and search engines, but nothing too lengthy. Remember, you always need to write for your visitors first and the search engines second. Your website copy needs to read naturally, and search engine algorithms are continuously getting better at understanding when keywords are being unnaturally used.



Internal Links Are Vital For Good On-Page SEO

One very important SEO tip to keep in mind is to make sure to not use "Click Here" when linking to an internal page. Years ago, people felt it was necessary to say Click Here as a call to action. Today, you will see Call to Action images using this phrase, but the actual link will not include those words.

Here's why it's important to focus your link's text. Say that you have a lot of used Dodge mini-vans. You want that link to say "Find great deals on Dodge Mini-Vans here!” That way, you let search engine spiders that crawl your website to know that the page is relevant for "Dodge" and "mini-vans." But, it also includes the word "deals" which is often used when people are searching for great deals.

Ideally, you'd only want the text link to say "Dodge Mini-Van Deals" but having a call-to-action on the link makes visitors far more likely to actually follow it. You could just put the link on the "deals on Dodge Mini-Vans"  and bold that part, but in either case, it still includes the keywords.

Also, it's important to limit the number of internal links you use on any given page outside of your navigation. Only link to the most relevant pages, and make sure you let the search engines know what those links are about.


Now that we've covered some off-page SEO basics, let's look into ways you can identify good off-page SEO.


Off-Page SEO Needs Good and Relevant Backlink Anchor Text

Having hyperlink text tell search engines what the page it's linking to is about, is even more important in off-page SEO. If you use a tool like Google Webmaster Tools or other free tools out there that tell you about the domains that link to your site, take a look at a few of your off-site links. See how they link to your website and what text they use on the hyperlink itself.

It may be that many of those backlinks will either just have your homepage URL or say "Website". Yes, the link is nice to have, but for search engine optimization purposes it's more useless than it first appears. Technically, these are good links to have if you're getting a lot of click-throughs from them. But, those links are not doing as much work as they could be. After all, you want the search engines to give your site credit for certain keywords, not just your own name, your URL, or "website."


Say you're have a lumber company – we’ll call it "Dad's Building Supply." Many current links to Dad’s website probably use the text of the company name, instead of simply the site URL. At least search engines will recognize that this site is relevant for the words "building" and "supply," which are perfectly good keywords people will use in search.  

Unfortunately, many of those links could well simply say "WEBSITE" or "CLICK HERE." These links won’t help you one bit as far as keyword strategies are concerned. In many cases, it can be difficult to get websites  to change how they link to things. However, there are plenty of ways to gain new link “juice” with minimal effort.


Say that “Dad’s Building Supply” has some key customers that link to your website from their website. Make sure that they at least put your company name in any hyperlink text, at the very least. You want to make sure they don’t only use your logo to link to you – as many have tended to do in the past when mentioning partners. If they do use images, be sure that the image's anchor text has the desired keywords - which works much the same way as the hyperlink text.

Better yet, it can't hurt to ask if you could have them say something like "Building materials supplied by Dad's Building Supply in Somewhere, USA" on their Suppliers page. That helps you most for "building materials" while also having "Somewhere, USA" in there, which is fantastic for local search optimization. It's very possible to take links you already have and make them actually work better for you. Also, believe it or not, even if no one ever clicks on that link, the search engines will still find it relevant and give you credit for it.



Make Sure Off-Page Links Are Relevant to Your Website

The most important thing to consider, however, is to not just stick hyperlinks wherever you can put them. You want to make sure that you seek out links on sites similar to yours or in related industries. It's OK if someone outside of your industry is offering to link to you on occasion, especially if it's some partnership or sponsorship opportunity.  But, be sure about the quality of those organization's websites before you bother accepting those links. You want to build links naturally.

Sometimes, some SEO specialists will ask you to hunt down every possible link you can get, and this is not always the soundest strategy. Most search engines, especially Google, frown on building lots of irrelevant links and can penalize your site quite harshly depending on the severity of the offense. This is why many off-page links have become tagged with the "nofollow" term. This means that search engines will still follow the links, but not pass on "link juice" to your site.


Keeping such penalties in mind, it’s extremely important to find out who links to you without the "nofollow" tags. If there is someone to contact at those websites, it can't hurt to politely ask them to alter the hyperlink text slightly. Or, if they're highly irrelevant, ask for the link to be removed.

What some SEO experts may call "link pruning" is a relatively simple way to increase your SEO without much work on your part. It's essentially addition by subtraction. You won’t always get responses, but even if just a few make the changes, those newly optimized links (or even removed links on poor quality websites) can go a long way toward helping your own search rankings.

While SEO is not always quality over quantity when it comes to links, having 1,000 links with "Website" and 100 links with "your keywords here" is quite different. You most certainly want to have more of the latter.



“No-Follow” Tagged Links VS "Dofollow" Links

Now that we know about the "nofollow" links, we know where to focus our link building efforts. Does this mean that it’s not worth seeking out links in directories that use "nofollow" tags? Believe it or not, it's perfectly fine to use directories. That's even true if the hyperlinks that point to you are direct links without "nofollow" tags.  However, your only real benefit is potentially getting new visitors from the directory's own audience. There isn't a direct SEO benefit, even if they do help you get found on occasion.

So, while links with "nofollow" tags still count as links to your site, they don’t give you the SEO boost outside of new potential visitors from the linking website. That being said, if the hyperlinks can give you the ability to gain keyword traction, the relevancy still helps your efforts on a strategic level. Just having your business name mentioned, and not a generic “Website” or URL link, can help the reach of your name. While mentions aren't nearly as quantifiable from a technical SEO standpoint, they do seem to help over time organically as people stumble across these mentions.


There's a great free tool to check if a page has nofollow tags on their links: No-Follow Finder from Get Rank. This can help you determine whether it's worth pursuing somewhere you don't already have a link. If they do, and they categorize their listings well enough, a free listing, even with less than perfect hyperlink text, is OK to get. But ideally, you want websites that let you use hyperlink text in your company description without "nofollow" tags being attached. 

In 2020, those sites who offer 'dofollow' backlinks have become few and far between, but they do still exist. Your best bet are working with the websites of vendors and clients you already deal with and trust. They will likely be more relevant to your business anyway and are easier to find. While it's important to not simply reciprocate links on a regular basis - as this is against Google's Terms of Service - it's not explicitly forbidden to do so if the links make sense and are done naturally over time.


Are Online Directories That Charge for "DoFollow" Links Worth the Investment for Off-Page SEO?

There are some online directories charge you to have their links changed to “dofollow” links. Some even will allow you to put your own optimized hyperlinks in your profile. It's up to you whether  you decide to pay them or not.

My personal advice is to go just with what's free first. However, if you're also convinced that said listing will get you a lot of click-through traffic that sticks around and converts, and it does so, a tiny investment may be worth it in the long term. However, do some research about these sites first. Find out if these directories are just taking people's money with the promise of new traffic, but not really delivering on that promise.



On-Page SEO and Off-Page SEO Are Equally Important

In any case, on-page SEO is important. But, unless you have the outside links that tell the search engines to give you authority on given keywords, it’s likely you won't get found enough for search to work for you. Your off-page and on-page content optimization efforts must be in sync. 
Just focusing on a strategy to rank for high traffic keywords with on-page content alone is rarely going to be enough. Even if you could rank with on-page SEO alone, having the links helps authority with the search engines and makes you more trusted.


The more good and valuable links that you have out on the web, the more likely it is you’ll get far more quality traffic. While on-page SEO can work well for your search rankings in some niches, the former plan is a smarter route and long-term should be the way to go.

If you need copywriting for SEO and/or SEO editing for your blog or website, see what the Denver branding agency Brand Shamans and their SEO Consultants can do for you today!


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Are Brand Mentions the New Inbound Links for SEO?

10/5/2014

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by Richard Rowell; Co-owner of Brand Shamans & Write W.A.V.E. Media
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There has been a ton of chatter in the content marketing community about the possibility of brand mentions gaining far more power in search engine results than traditional links. The conversation was spurred by the patent filed by Google regarding their “Panda” search algorithm. The part of this patent that stood out is the mention of “implied links” - that is, mentions of a brand not expressly linked.

This means simple mentions on social media or on other pages online are gaining more weight in determining search engine rankings. The idea behind this is so that the most popular sites actually get ranked higher rather than sites with extremely intricate link-building strategies. This doesn’t mean link-building will suddenly become far less important. What it does mean is that Google is apparently refining their algorithm in this way.

It’s obviously too soon to tell, but it’s not a bad idea to make sure your fans and/or customers mention you in a positive light where ever they can. It’s also a good idea to make sure your brand - whether it’s your own name, your website’s name or your company’s name - is mentioned as often as possible in good context. To be fair, this has been a good strategy for a while, but it’s interesting to see that clearly Google is picking up on brand mentions as a new signal for ranking. It could be a very good thing for SEO.

If this patent truly has revealed this future change to the Google algorithm, it should not scare you away from link building. No-follow tagged links are still important and high-quality follow links should still be your bread and butter for building your site’s rankings and SEO. However, keep in mind that simply being mentioned may very suddenly become very important. Those that have picked up on this could suddenly be outranking you. It also makes it more important than ever to use Google Alerts and other social media tools to see how you’re being mentioned.

Overall, this could be a very good change for search results. There are plenty of websites out there that have built their entire online presence around inbound link-building - some with far more quality portfolios than others and Google has taken notice. This could be a really good thing for Search Engine Results Pages (SERPs). It could also lead to a lot of shameless promotion. We shall see.
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SEO Over-Optimization - How Much SEO is Enough?

10/2/2014

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by R.A. Rowell; Co-Owner ofIntent-sive Nature & theBrand Shamans network
Free image for SEO or web marketing blog
We've all heard about how you can over-optimize for the almighty search engines in the name of SEO. How much SEO is enough? Some people have said that you really can't optimize too much for search engines. As it turns out, too much SEO is bad for your SEO.

Many people won't even touch optimizing for search engines. Oftentimes, this is from a fear of putting a bunch of content out there which doesn't get a lot of traffic or any leads that convert. Some people feel it’s too stressful to consistently put out useful content. Many people start and give up after a bit if it goes nowhere. So, you want to have some SEO. But, it is possible to go too far.

Believe it or not, you have to consider the possibility of taking on far too much traffic or leads. In fact, it's possible to over-commit to a content strategy. Even if the leads flow in like honey, that new traffic doesn’t always actually help your business.  How can that be? Consider the following example.


Biting Off More Than You Can Chew!

One of the worst case scenarios of biting off more than one can chew in SEO is something that a LinkedIn connection of mine once shared. It's an interesting story of how one CEO cut ties with an SEO firm and decided to do the SEO himself instead. Interestingly enough, he did wonderfully on his own and website traffic boomed. So did the amount of incoming leads. However, he became so addicted to his success that the rest of his business suffered as a result.

His company’s customer service badly declined because of the lack of ability to handle all of the incoming traffic. In response, he took down about 150 pages off of his website. This action cut the amount of incoming leads in half. After rededicating himself and his company to customer service, so they could actually focus more effectively on the leads they received, they righted the ship.

So, you have to put customer service before bringing in new business. You need to pick your clients carefully, and you’re your leads are potential and actual customers, and not to be treated as commodities. These are all fantastic points, and so you should not let this article discourage you from doing SEO at all. You should just take into consideration the fact that you can go way overboard.

So, I decided to create the ABC's of How to Avoid SEO Over-Optimization: Authenticity, Being Ready, and Customer Service.


Authenticity

The number one thing to consider about Search Engine Optimization is being authentic. Don't simply post a ton of content to make you sound like the best thing in the whole world. It's important to be personal and aim to make one-on-one connections with people is far more effective.

You don't want to go out there with an SEO campaign that makes you sound like you're just trying to rank for keywords and come up number one on Google. Chances are with this strategy that you'll turn off some of the people you're looking for. Most of the leads you may end up with could be mostly unqualified and are just pinging your site out of simple curiosity. Not all organic search traffic is created equal.

When it comes to SEO over-optimization, Google and other search engines could penalize your website quite harshly for overusing keyword phrases that don't flow naturally. You need to create authentic content, first and foremost, before anything else. You also want to show personality and style in your writing, on top of giving some useful tidbits of information.

Good SEO might help you get visitors. But people are far more willing to actually engage with your content and contact you if you offered them some piece of useful information. Searchers really like when they can find an answer to a question that they were researching the answer for and found you. They also want to feel like it was a real person giving them that information in a friendly and straightforward manner.


Being Ready

This goes back to the point of leads being customers, not commodities. While obviously you want that conversion rate to be high, it's very, very possible to become overzealous and take on far more than you can chew. It's easy to become too focused on the raw number of leads from SEO versus the number of visitors to a given page. If you find yourself getting a ton of leads, you have to be sure you can qualify them and convert them into sales without taking away too much from your current customers.

While being aggressive with content can be OK if you know you're ready to take on the new business, you have to be 100% certain that you're ready for a potential barrage of leads. In some cases, you may be able to grow with it. But you may not be ready to nurture 1,000 incoming leads. It takes time to be able to serve the 5 or 10 percent or so of those that are qualified, while also serving your existing customer base as well as you have in the past.

Take it slowly and be sure you're only getting the most qualified leads that you possibly can. In any case, be ready to take on new business at all times. You never know just what piece of content will serve you hundreds or even thousands of potential new customers.

It's also important to understand that with ranking highly on search engines through SEO, you'll get noticeably more spam. You need to be ready to accept that just because you have a high conversion rate on the web stat side of things, that it's the real customers that you get giving you the real value. In the end it's who you connect with that matters. Good content marketers and SEO specialists will tell you that, not just that you're all set ranking 1st, 2nd, or 3rd on Google for high-volume searches.


Customer Service

Every business is in the customer service business, and it is true today more than ever. This actually works hand-in-hand with Being Ready. If you spend all of your time chasing down new leads, chances are that could alienate some of your existing customers if they feel that their loyalty to you is less important than your incoming traffic. That's what happened to that law firm in the article mentioned earlier. If customer service begins to suffer, you have to consider why that is.

You have to be ready and able to handle what leads you get while still giving your current customer base the same attention that they expect and deserve. Of course, there are considerations that you can make to hire extra help if the need arises. But as with anything, you can get carried away. I'm glad that CEO learned from his mistakes, even if it was unfortunately the hard way.

The best kind of content to create is content that is not only aimed at new prospects, but also created for your current customer base. Your current customers are quite a valuable resource for content. It's actually a great idea to ask your customers what questions they would like answered. Chances are people looking for your services will want those same answers, and you'll possibly get more sales out of your current customers, or generate referrals from offering those answers.

Providing offers at the end of blog posts is fine, as long as you don't make them only for new customers. It's fine to have offers on your website, but also make an offer that can work for anyone. This way if an offer is being used, it means those using it had to find out about it on your website, meaning your content is being read and is effective.


Takeaways

It's important to put out great content on a regular basis, but be authentic and be wary of going overboard. If you're careful with your keyword strategy and focus only on your ideal customers and what they're looking for, chances are you'll be okay. Just don't go looking for exposure simply for the sake of exposure. You may get it, and it might be overwhelming in a good way.

As with anything, moderate your content and schedule it out. Definitely don't overdo your SEO, either. While this might spike your website traffic in the short term, it will hurt you more than it will help your future lead generation from your site.

While spikes in growth do happen, if you're going to encourage it, be authentic. If you get a barrage of leads and you can't provide top-notch customer service, then take a step back for a moment and consider your options. The worst thing is to get lots of growth and then panic and cut out a huge chunk of your content. While it can help you rebound, if you were getting all that traffic, you need to consider simply how to manage that great content better.

Here's something for CEO’s and marketing managers out there to consider: it's not often a bad idea to let someone else handle your SEO work for you. Focus on your customers first. After all, that's the whole point of search engine optimization, making new and loyal customers. Make sure you're ready for them. Whatever you do, make sure whoever helps you understands the difference between creating great SEO content and simply doing SEO just for the hope of high search rankings.



If you need copywriting for SEO and/or SEO editing for your blog or website, see what the Brand Shamans can do for you today!

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