ONSITE-OFFSITE SEO

GUIDE AND TECHNIQUES

Presented by: Rahul Patni

Pushpdeep Chauhan
 ON-PAGE SEO

• On-page SEO is the practice of optimizing individual web pages in order to rank
higher and earn more relevant traffic in search engines. On-page refers to both the
content and HTML source code of a page that can be optimized, as opposed to off-
page SEO which refers to links and other external signals.
 OFF-PAGE SEO

• "Off-page SEO" (also called "off-site SEO") refers to actions taken outside of your
own website to impact your rankings within search engine results pages (SERPs).

• Optimizing for off-site ranking factors involves improving search engine and user
perception of a site's popularity, relevance, trustworthiness, and authority. This is
accomplished by other reputable places on the Internet (pages, sites, people, etc.)
linking to or promoting your website, and effectively "vouching" for the quality of
your content.
 ON PAGE SEO TECHNIQUES

Content Optimization
Content Optimization is a part of overall search engine optimization process where
content of Web Pages is optimized to make the content more relevant, attractive and
actionable for the audience. The websites having relevant, attractive and actionable
content have better chances to be ranked high is the search engines.
 CONTENT OPTIMIZATION

• 1. Content Quality
• 2. Content Quantity
• 3. Content Variety
• 4. Content readability
• 5. Internal linking and Outbound Links
• 6. Keyword Density
 CONTENT QUALITY

• 1.The content should be the fresh and original one. If the content is copied or
plagiarized , it will be consider as a spam .
• 2.The focus of your pages should be on users not on search engines , That means you
should understand your user first , what are his requirements, what actually they
wants, try to build the content around it by including the keyword which he/she might
be using to find your content or website.
• 3.Don’t try to deceive the users by writing irrelevant content.
• 4.Think about what makes your website unique, valuable, or engaging.
• 5.Make your website stand out from others in your field.
 CONTENT QUANTITY

• 1.Type of the business like in business website companies need to explain their service
, vision and mission of the company . On another side, an education website has to
develop the content thoroughly with key details on various aspects.
• 2.Complexity or simplicity. One has to make sure the content is thorough and deep.
Few companies may prefer to just give the names of their products and services .But it
is always suggested that you describe every detail of the services which a customer
expects
 CONTENT VARIETY

• Content variety means include different format of Content such as

• Text
• Images
• Videos
• Info Graphs
• Tables
 CONTENT READABILITY

• Short and simple words are Key to the content.

• Use of short Sentences
• Use Conversational style
• Typography
 INTERNAL LINKING AND OUTBOUND LINKS

• Internal linking refers to linking any word, image, video or page to any other element
within the website by putting hyper linking . It makes the site more user-friendly and
offers good navigation. An effective hyper linking is always considers good from SEO
point of view.
• Outbound linking is similar to internal linking with a difference that the target page is
the any other page on the web except page of your website.
 KEYWORD DENSITY

• Keyword density is the percentage of times a keyword or phrase appears on a web

page compared to the total number of words on the page. In the context of search
engine optimization, keyword density can be used to determine whether a web page is
relevant to a specified keyword or keyword phrase.
 9 STEP ON-PAGE SEO GUIDE

• Step 1: Choose Keywords

• Read the page’s content and identify two keywords that are most relevant to the
overall page content. Choose one primary keyword relevant to the page’s content and
one variation of that keyword (e.g. plural variation or two closely related keywords)
per page. If you can’t identify one primary keyword for a page, you’ll need to create
new website pages to separate the different content. If it’s not clear to you what page is
about, then your visitors and the search engines won’t be able to understand the page
either.
 STEP 2: PAGE TITLE

• The page title appears as the blue, bolded, underlined text on a Google search results
page, and also on the top left the browser bar. The page title should follow these
guidelines:
• Be under 70 characters with no more than two long-tail keywords per page title
• The primary keyword should appear first
• Each keyword phrase should be separated by pipes (|)
• Each page title on your website should be unique
• Except for your homepage and contact us page, each page title should NOT include
your business name
 STEP 3: META DESCRIPTION
• The meta description appears on a Google search results page under the Page Title.
The meta description helps people decide whether to click on your result, or a result
above or below you. Think of it as a call to action. The meta description should follow
these guidelines:
• Be under 150 characters (but not under 100 characters; take advantage of the space
you have)
• Incorporate the primary keyword and at least one secondary keyword
• Provide a valuable, compelling reason for why someone should visit the page
• Include keywords in a conversational format; don’t just cram in keywords for the sake
of listing them
 STEP 4: URL
STEP 5: HEADING TAGS

• The website page’s URL should include the primary keyword. Each word in the URL
should be separated using dashes (-). e.g.
www.examplesite.com/inbound-marketing-software

• The page should have one H1 heading tag that incorporates the primary keyword, and
should align with the m page title and the URL or the page. This H1 tag should appear
at the top of the page and should be the first thing people see when they arrive on a
page.
 STEP 6: PAGE CONTENT
STEP 7: ADD A CALL TO ACTION
• Use your primary keyword a few times throughout the page’s content. Don’t overthink
keyword density or placement, you should mention them naturally. Try to bold or
underline the keyword at least once. This has an effect on how relevant the keyword is
to the page. Also mention the secondary keywords when you can.
• Every website page, including your blog, should have at least one call to action above
the page’s fold (Don’t make your website visitor scroll down to see the call to action).
Calls to action can help SEO by creating an internal link on your website to a specific
landing page. Most calls to action are images; therefore you can optimize the image
filename and alt text for the primary keyword you’re targeting on the page
 STEP 8: INTERNAL LINKS

• If you mention the primary keyword of this page on other pages within your site, then
link to this page using the primary keyword as the anchor text. For example, you
should link to a page about inbound marketing software using the anchor text
“inbound marketing software.” To make sure this is completed, take a moment to
create one (1) or two (2) links on related pages that link back to the page you’re
optimizing.
 STEP 9: IMAGES

• Any images used on the page should be optimized so that search engines can “read”
the image. Optimize the most prominent image on the page using the primary
keyword, and then use the primary and secondary keywords for any other images.
Images can be optimized in two ways:
• File name: Each word should be separated with dashes (-), e.g. inbound-marketing-
software.jpg
• ALT text: The alt text should match the file name, without dashes, e.g. Inbound
Marketing Software
• If you are unable to change image file name or if it’s too time consuming, then only
change the most prominent images’ alt text using the primary keyword.
 OFF –PAGE SEO TECHNIQUES

• Off-page SEO has three dimension:

• 1. Link Building
• 2. Social Media
• 3. Social bookmarking
 LINK BUILDING

• By building external links to your website, you are trying to gather as many ‘votes’ as
you can in favour of your website so that you can bypass your competitors and rank
higher in the SERP. Actually, when you have a higher number of links from other
websites, this is an indication to web crawlers that your website is important, that is
why others are linking to your website.
• Link Building Strategies can be classified into two groups and these two groups are
• 1. Low hanging fruits
• 2. Content
 LOW HANGING FRUITS

• Low hanging techniques are very easy and simple to use. These are the Low Hanging Fruits strategies to
earn a link from other sites or to show your online presence
• 1. Directory Submission
• 2. Video Submission
• 3. Profile Creation
• 4. Press release submission
• 5. Article Submission
• 6. Blog Submission
• 7. E-book Directory Submission
• 8. Blog Comment
• 9. Infographic Submission
• 10. Press releases
 CONTENT

Content is the king in digital marketing. Although, rich content plays a very significant
role in on-page SEO, but has an important role in off-page SEO as well. Good content
helps in the promotion of your website and your audience like to share the content on
other platforms like social media. Moreover, it will help your website to get links from
other websites as they would like to host the link of your website as a good website even
if you don’t ask for it.
 SOCIAL MEDIA

• Social media helps in the promotion of your website and business. There are many
ways through which Social Media can help you in Off-page SEO.
• Profile Creation
• Content Promotion
• Social Media Posts
 SOCIAL BOOKMARKING
• Social bookmarking is a way for users to search, manage, organize, and store useful
web content they'd like to revisit and share with others. Because social bookmarking
sites are web-based services, you can access your bookmarks online at any time, from
any device.
• Social bookmarking services are centralized online services where users can store and
share online links, or bookmarks, with other members of the community.
• These sites usually provide a combination of organizational and social tools, allowing
users to annotate and categorize their bookmarks as well as comment on and discuss
topics with other interested users.
 OFF-PAGE SEO GUIDE

Preparing a Site/Page for Link Building:

• Laying out your internal pages
• Do the basic on-page SEO
• Pick thematic keywords
THANK YOU