⚡ MC - Understanding Onpage Vs Offpage SEO

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Onpage vs Offpage Search Engine Optimization

Content is king, and consistency is the key to mastering SEO. One big mistake that founders make when beginning an SEO journey is failing to distinguish between onpage and offpage SEO. Both areas tackle different aspects that impact your overall SEO score. Let's dive in!

What is onpage SEO?

First, it's helpful to remember that nobody knows precisely how search engines work. The SEO tools below do not give you any guarantee that your page will rank first on search engines, but they will ensure that your page content fulfills the minimum overall technical requirements.

Onpage SEO is rather simple, since it relates to technical aspects like meta tags, structure, and content. Check out Webdev or Pagespeed from Google. Both tools cover Web Vitals, an initiative by Google to provide unified guidance for quality signals that are essential to delivering a great user experience on the web.

The current set focuses on three aspects of the user experience: Loading, interactivity, and visual stability, and includes the following metrics (and their respective thresholds): Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift.

Another third-party tool that I can recommend is Seobility. But there are dozens of others out there, including Moz, Ahrefs, and Sistrix.

Of course, once your score is doing well, it does not mean that your SEO is done! New content will be created, new products will be covered, and so on. Third-party tools like the above can help to check keywords for pages, and track progress regarding organic traffic or ranking. That is not just for your page, but also for your competitors, if you like. That way, you can gain insight into which keywords need to be enhanced more, or what page needs to be more optimized.

Another handy feature allows you to schedule a run for an SEO audit automatically. Once you add new pages, or update current content, the changes will be considered in the next SEO check and sent to your inbox right away.

What is offpage SEO?

Offpage SEO, on the other hand, is rather tricky. As the name says, the optimizations take place off of the page itself. One possible shortcut: Ads. In other words, pay-to-rank. But this comes with a huge downside: Once you stop ads, your paid traffic could plummet. Ads should be used only as a jumpstart for certain pages, products, features, or keywords.

Offpage SEO mainly refers to link building, which covers these areas:

1. Visibility on social media: Facebook, Twitter, LinkedIn, or wherever your target audience is, should be able to find you. This includes the mentions on those platforms. Keep in mind that posts that work on one platform might not work on another.
2. Good reputation: Here, we are talking about Trustpilot, Google-My-Business, Yelp, etc. I think this applies especially to Google-My-Business entries for Google's search engine, but there is probably an impact for other search engines as well.
3. (Juicy) backlinks: This refers to external backlinks from relevant related external pages to yours. Rule of thumb: The more traffic going through one page that refers to your page, the better. There are also tools that mainly focus on website traffic, including Alexa and Similarweb.

The combo

Here's the overwhelming task: Doing both at the same time. SEO is not a project that is done someday. SEO is a process. Always make sure that your content is crawl-able, and provides important meta information.

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Snippets

• Customer Journey Builder — Easily build customer journey maps for free.
• Magik.so - Toolbox to build Slack communities.
• Steve Han — The Emergent Community Framework. 
• Ana Bibikova — Get more sales by tweaking some details in the design that might seem minor but that have a great impact. How to do it?
• Nick Abraham — How we automate our agency's client onboarding process.

Worth Reading

1. Clubhouse’s fall from grace.

2. How to rank rich (media) results in search engines (with structured data examples).

3. How Fandom is using its insights into fans’ online behavior to pitch advertisers.

 Good Findings

• Automate your Facebook and Instagram ads inventory with AdsCook (lifetime deal).
• Collect targeted data from LinkedIn, and then verify emails so you can prospect for leads more efficiently. Try ZeroIn (lifetimde deal)!

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