SEO ON Page and OFF Page: which is more important?

 

Behind the search engine optimization work there are two groups of activities concerning the internal environment of the site and the external one, for this we speak of SEO On Page and SEO Off Page .

The debate on which is more important is always open and sees supporters on both sides, but the reality is that both must be known and mastered by those who want to position a web page as high as possible in the SERP.

Before starting the hostilities it is better to know the characteristics of the two challengers.

SEO On Page: A brief summary

The SEO On Page activities are essential to optimize a web page that you want to make known to the search engine and, above all, that must climb the SERP arriving , at best, in the first non-paid position .

The goal of this side of Search Engine Optimization is to create organic traffic on the site made up of target users with the topics that are covered or with the products that are sold.

To do a good job you need to know the factors that affect the ranking of the site . Let's see which are the main ones.

Find the insights on all the elements of On Page SEO in this article.

SEO Off Page: what is it and what is it about?

The actions that are done outside the site to optimize a page are called SEO Off Page or SEO Off Site and also serve to improve the positioning in the Search Engine Results Pag, better known as SERP.

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The heart of this activity is Link Building , that is the methodology that aims to obtain back links from sites to which Google attributes a certain authority.

 The characteristics of a valuable link are:

·         The popularity and page authority of the domain from which the link comes

·         The consistency of the web page from which the link comes with the target one

·         The reliability of the link domain

·         The anchor text from which the link starts

Now let's see how you get quality back links that increase PageRank.

 Spontaneous links

In this case, links are obtained from authoritative sites because they create excellent quality content that is taken up by other authors to give further information on a specific topic.

There are no strategies in place to induce someone to link to your content, which is why we speak of natural linking.

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For example, while I write this paragraph dedicated to backlinks, they can spontaneously insert a link to the Wikipedia page where the definition and some more in-depth information are reported.

Manual Link Building

You can force your hand a little in Link Building, while remaining on the white hat side, weaving fruitful relationships online.

To get links you can:

Ask collaborators and people in your sector with whom you have good relationships to share content

Establish an agreement for mutual sharing with other sites

Ask for collaboration from influencers

Publish guest posts

Links inserted independently

To get links to your own page you can act by inserting the link from a still optimized in comments on blogs in line with the content treated in the content, in specialized forums , in web directories .

These activities are considered black hat, so they are considered illegal by search engines which, in fact, can also penalize the sites that use them.

 Social sharing

The social signals are not considered direct ranking factors by search engines, but they are important elements that help a brand to be known and to contribute to the active community creations.

Sharing a web page on social networks is not considered a useful activity to get back links, but it is certainly a method for making brand awareness and for giving visibility to a site and its contents.

Bottom line: is On Page SEO or Off Page SEO more important?

As often happens in web marketing, the answer is: it depends .

Both are fundamental to better position a web page and / or a website, but it is necessary to discriminate between an old and a new domain .

A newly opened site with a specially created domain can only start from the SEO On Page , because if it does not have the technical characteristics useful for positioning and quality content, there is nothing that can be linked from another site.

We must always return to the motto " Content is King" and base the construction of a site on the quality of the information that is made available to users and, only after that, will the back links arrive.

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If, on the other hand, the site to be optimized is old, it is necessary to evaluate whether the domain already has a thriving profile of active links or has few back links.

In the case of a domain that has been active for several years that has gained several back links, but with not particularly well- content, it is always the On Page SEO that is more important to achieve even better results.

Obviously, if the site already has valuable content, but a Link Building strategy has never been activated, is appropriate to use the SEO Off Page to increase the ranking of the web pages and climb the SERP.

At the end of this long article it is now clear that you cannot choose a priori whether to throw yourself into the optimization on or off the site, but it is necessary to carefully analyze the web pages and plan the activities to be carried out, always aiming to improve the positioning on Google.

What are Digital Marketing and the difference from traditional?

Digital marketing, online marketing, Internet advertising, no matter what you call it, marketing your company online is big business today. After all, internet usage has more than doubled in the past decade and this change has greatly affected the way people buy products and interact with companies.

With this scenario that we are experiencing today worldwide, of a pandemic due to COVID-19, with people in isolation, confined inside the house and having to consume, I do believe that we have advanced another 5 years, as new virtual consumers are emerging, thus expanding online consumption .

Is Digital Marketing?

So Digital Marketing is nothing more than the old Marketing, only used in a different way, with different tools, different approaches using a different medium that is digital, the internet. The big deal is in influencing these potential customers online.

The Digital Marketing serves to generate a huge amount of people interested in your business, in your product or service that you pay, it reaches a much larger base of people and a more diverse audience, selected and infinitely lower cost than the traditional means.

The digital marketing strategy refers to any online marketing efforts or assets that are used to attract these people, some examples are: email marketing, pay per click advertising, social media and even blogs are great examples of digital marketing - they help introduce people to your business and convince them to buy.

In other words, it is able to speak to many more people, reach a very large and qualified audience by spending less than it would spend to speak to this audience in traditional advertising, which are advertisements on TV, newspapers, magazines.

Below are some of the most common digital marketing resources and strategies that companies use to reach people online:

Digital Marketing Assets.

Almost anything can be a digital marketing asset. It simply needs to be a marketing tool that you use online. That said, many people don't realize how many digital marketing assets they have at their disposal. Here are some examples:

·         Your website or blog

·         Brand resources (logos, icons, acronyms, etc.)

·         Video content (video ads, youtube, product demos, etc.)

·         Images (infographics, product photos, company photos, etc.)

·         Written content (blog posts, eBooks, product descriptions, testimonials, etc.)

·         Online products or tools (SaaS, calculators, interactive content, etc.)

·         Assessments

·         Social media pages

As you can probably imagine, this list just scratches the surface. Most digital marketing assets fall into one of these categories, but smart marketers are constantly creating new ways to reach customers online, so the list keeps growing, even with some people wondering if Digital Marketing really works.

Digital Marketing Strategies.

Below I mention some of the strategies used by companies, but they are constantly changing.

Affiliate marketing.

Affiliate Marketing is a type of business relationship in which the Affiliate discloses the product of an entrepreneur or company, in exchange for a commission for each sale made. This advertising model is an extremely interesting alternative for people who want to work with sales on the internet, in addition to being a great tool for companies that want to increase the promotion of their products online.

E-mail marketing.

The e-mail marketing is the oldest form of online marketing and is still going strong. Most digital marketers use email marketing to announce special offers, feature content (usually as part of content marketing) or promote an event.

Content marketing.

Content marketing is another very broad digital marketing term, covering any digital marketing effort that uses content assets (blog posts, infographics, e-books, videos, etc.) to create brand awareness or generate clicks, leads or sales.

Social media marketing.

Like SEO, it is the free organic way to use social media platforms like Facebook, Youtube or Twitter to market your business. And, just like SEO NYC services (Search Engine Optimization), organic marketing of your business on social media requires much more time and effort, but in the long run, it can generate much cheaper results.

Paid search advertising.

Google, Bing and Yahoo allow you to post text ads on your search engine results pages (SERPs). This is one of the best ways to target potential customers who are actively searching for a product or service.

Search engine optimization (SEO).

Computer Courses - you can also use SEO to try to classify pages or blog posts on your site organically. You don't have to pay directly for each click, but sorting a page usually takes a lot of time and effort.

Native advertising.

Have you reached the end of an article and seen a list of suggested articles? This is native advertising. Most native ads fall into content marketing because they use content to attract clicks (“you’ll never believe what happens next!”).

Often, native advertising can be a little difficult to identify, as it is often mixed with recommendations for unpaid content ... But that's the point.

As you can see in the list above, there are these and many different ways to market your business online, which is why you need to train, study hard to understand all of these strategies and apply them correctly.

5 differences from Digital Marketing to Traditional.

Metrics

As the name says, with metrics we can measure our actions on the internet, we can for example know exactly how many people watched the video that was posted on the YouTube channel, how many people visited your website, where they came from, where they clicked, how many turned your client, these are just a few but there are plenty of ways to measure your actions so you can take action.

Agility

When we do a Digital Marketing services in a few minutes we know if it is going well or badly, so that we can change the strategy or not. In Traditional, it is very difficult because we will only know if that pamphlet that spent money paid off, days, weeks or months later, thus having an unnecessary waste.

Reach

As the internet is a worldwide network, its reach can go beyond borders, as it depends on your strategy and what you want.

Segmentation

Depending on your strategy, you can reach the audience you want. Your products or services can be great, but if you don't target the right market, you won't be able to sell it. Clients and brands bring different preferences, needs and expectations from each other.

Interactive

Digital Marketing is very interactive, not only do you talk to people, but people talk to you. Like? Answering you in the comments, watching and enjoying your videos.

It is very important to see the feedback of your work, to see what people are saying and to answer them, as it helps to guide your path, listening to your client is fundamental to the success of your business, different from the Traditional one that only exposes its idea and the other just watches.

Seven key components for useful and high-quality blog content

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One of the fundamental elements for a blog to be successful is that of publishing high quality content that will win over readers and turn them from unknown visitors into customers and followers.

Although this truth is well known to experts, it should be noted that those who are in charge of their editing, that is, the marketers, are unable to create quality content.

We know that a marketer must be a subject who has the SEO and SEM technical skills and who knows how to combine them with his creative skills, yet the majority of these figures continue to fail their task.

Through the following advice, we will try to illustrate the way in which to remedy a potential failure and, conversely, to be successful.

An analysis carried out in 2019 regarding the benchmarks of marketing and B2B content, says that as many as 96% of the marketers of the most popular texts, think that the credibility of the company for which they operate, has grown thanks to the publication of content high quality but what is perplexing is to establish what high quality really is. On the other hand, it is necessary to take into account the fact that the interpretation of words like "quality" and "value" are very subjective.

However, regardless of this, the following is an analysis of the fundamental elements that are needed for the creation of high quality content and which are based both on Google documents and on SEO best practices as well as on the guidelines of the best webmasters combined with the experiences of numerous marketing professionals.

1.The content must be aligned with the business objectives and intentions of the user

Since everything is relative, also the definition of the term quality is, and it does not matter that a writing is well formulated if this is not part of the corporate objectives and does not correspond to the needs of the public for which it is intended. To solve this problem - that is, the confusion generated by an inaccurate article - the reason why the researcher`s aim is the focal point of the Google Search algorithms.

Exemplifying: if the audience in which you are interested is made up of CMO and Digital Marketing Manager of B2B e-Commerce companies, it is highly unlikely that a 3000-word generic content about SEO consultancy could attract attention or that it will mature in customers the readers of the same.

For example, if your primary target audience is a CMO and Digital Marketing services from B2B eCommerce companies, a 3000 word article on generic SEO consulting is unlikely to attract their attention or turn readers into customers.

It follows that regardless of the application of any other criterion that increases the quality of the contents, it is necessary to ask if it is what your audience wants to read and, if they are interested, they will be convinced to convert into the type of contacts desired by the company ?

2. Cover in detail a very specific topic

Speaking of high quality content, this point is very important. It seems better to eliminate all the topics that are part of a content and concentrate in a specific and exhaustive way on a single theme that must be treated from all possible relative perspectives. It is preferable to condense the topic to be treated in an article of 1000 words rather than lengthening it out of proportion just because you believe that the length corresponds to the importance of the theme.

However, some research shows that larger articles manage to position themselves better as shown in this research analysis carried out by Backlinko on a sample of over a million results:

But there are some variables to consider because correlation does not imply randomness and word counting does not represent an indicator of quality.

As previously expressed, the contents deemed valid qualitatively are those which are in-depth and capable of answering the questions of the relevant public.

3.Solve specific problems and offer workable advice

When dealing with quality content, these must not be limited to giving information but must be helpful in solving specific problems through a series of practical tips. Basically, in addition to the "what" concept, we must also base ourselves on the "how" concept. This must always accompany the writing of a text by putting you on the side of the reader who is looking for a practical solution and does not want to waste time reading generic concepts of which would not benefit.

4. Share examples, case studies and real world data

In a virtual present full of fake, it is much more difficult to check everything on the net. A survey carried out in the USA by Internet users, 65% of the interviewees consider the contents present on the net unreliable.

Here is the reason why it is preferable to share real examples, case studies and scientific data in support of the content you write and not only for a credibility problem but also because they will help you earn back links from other more prestigious sites, as shows from this survey among marketers:

5. Use custom visual elements to simplify complex ideas

Difficult to find an audience that likes to read infinite blocks of text. Because we are mainly defined as "visual" individuals and because 90% of the information transmitted to our brain, are images according to a survey carried out by the Massachusetts Institute of Technology (MIT). One of the primary purposes of content creation is to share knowledge with the public and help them act and if the text is adequately conjugated with images or videos, the content acquires 323% more interest than just another textual.

6. Share relevant resources and tools

To make your content useful, it is advisable to direct your readers to external resources that can be used to dissect the theme in more detail. The same goes for any relevant tool or application that may be indispensable to your audience to put your suggestions into practice.

For example Ethical is an online magazine that promotes the spending and behavior of consumers sensitive to environmental issues.

In addition to talking about the reasons why consumers should be more aware of their purchase choices, their content offers a vast list of alternative products that they can use to have an immediate impact.

You can help your readers by directing them to external resources. For example, you could recommend relevant Amazon books, link a scientific study published online, suggest a specific course, and so on.

6. Prepare the scan able script and use a colloquial tone

A survey conducted by Nielsen found that users only read 20% of a web page, but many even just scan what they need to know by highlighting information and focal points.

Here is one of the study`s heat maps showing the user`s eyeball tracking.

The red area shows the parts of the page that users read. You can clearly see that they are looking at the titles, subtitles, images and lists. In comparison, there are hardly any eyeballs on the page`s text blocks.

From this information you can get these tips:

• Divide your article into multiple subtitles.
• Break the flow of the reader with the use of images.
• Highlight key parts using bold, italic and possibly underlined.
• Use paragraphs shorter than 2-3 lines max.
• Write conversationally and use words like you, me, me, etc.

Formatting your content plays a key role in determining how much your readers are consuming; make sure to pay special attention to this part of content creation.

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10 tips for a successful web marketing strategy

Web marketing (the right one) is not something that can be invented. The online visibility and a good web reputation are not achieved overnight, and especially the belief that web marketing is free or requires low investment is a stereotype too often abused by CEOs and heads of various kinds company. The results, more often than not, are commensurate with the investments that are made on the web and a good web marketer has the task of optimizing these investments.

Here are some essential elements for all those companies that are trying to approach the fantastic world of web marketing.

1- Choose a contact person (project manager or web marketing manager)

You don't become an expert in SEO, web and social media marketing by accident. If you don't have a competent person on your team, don't think of improvising or improvising someone as a web guru, it would mean destroying the project even before starting. Trust in professionals who can guide you on this long journey and "trust" them. Ah, do not consider the price as the first decision-making element ... focus more on competence. Remember, it's an investment not a cost!

2- Set a budget

Once you have found the person who will accompany you during (at least) the next year and a half, get help to understand the extent of the investment capable of guaranteeing you visibility online and building a solid image on the web. Remember, investment does not only mean money, but also time (and time is money) ... Your web marketing manager will need help and collaboration from a team. Make sure that the project is in his hands and under his responsibility.

3- Develop a medium-term web marketing strategy

Once you have chosen your contact person and set the budget, we move on to the more delicate phase. Strategic planning. Try to be forward-looking and set goals, think on an annual or biennial basis. And above all set measurable goals. A strategy with measurable objectives will allow you to evaluate the progress and optimize some elements in the race. Does it seem little to you?

4- Constantly optimize your website

Times change, technologies evolve, Google changes the rules of its algorithm frequently and sometimes it also does it drastically. Having a detailed SEO strategy and following an editorial calendar can be of great help in onsite optimization and content updating. Remember that freshness, or the frequency with which new content is inserted (or updated existing content) is a factor directly connected to the positioning on Google.

5- SEO and Local SEO activities

Having a website is a necessary but not sufficient condition. You can have the most beautiful shop in the world but if you are in the suburbs, in a dead end street, I doubt that it can ever fill up with people ... A site not optimized for SEO and Local SEO is exactly like that, invisible. But rest assured, your web marketing manager is already an SEO expert , isn't he? He will know how.

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6- Search Engine Marketing

Having a website, optimized with a good SEO activity, is (once again) a necessary but not sufficient condition… Organizing marketing campaigns and Pay per click can give a big boost to your SEO strategy and online visibility. Especially in crucial periods, creating campaigns to sell products or services will represent added value. It will also help you understand which elements to bet with more conviction in the continuation of your business on the web, and which ones to leave out instead.

7- Measure web marketing actions

it is possible to know every single click of every single person who visits your site. How can all this not be fundamental? Well, equip yourself with web analytics tools. Google analytics is the best choice you can make, and not because it's free. Surely your web marketing manager will also be an expert in reading and interpreting the countless traffic analysis data on your site , right? In my opinion, web analytics is the most important element of the whole web marketing strategy. It is the voice of users and the element that will allow you to make your site a (at least) pleasant place to visit.

8- Off-site SEO: seek synergies with your offline business

It is a said and repeated thing but woe to leave it out: what about the human relationship? as much as the web facilitates social relationships and amplifies messages, a chat, sharing a moment, or face to face relationship are elements that must never be missing. So let's try to promote them with cross-cutting activities. Create events in your shop or visits to your company, have your customers photographed with your products, invite them to come and visit you...

9- And Social media

The social media element was deliberately left in the end, and not least. Often companies that enter the world of the web start by talking about Facebook marketing and Instagram. Well, the skill of a good web marketer is to make them desist, at least in the beginning. If you have not completed all the previous steps, listen to my advice, leave Social media aside. A good Social media marketing strategy is in  fact nothing more than the natural consequence, the evolution of a correct web marketing strategy and is used to amplify it, give the company a human image and improve its  web reputation . And don't forget to take care of the social part and manage the social media marketing activity  it requires an investment of time (€) and resources ($) ... So it must be the result of a reasoned choice. But this your web marketing manager will certainly know.

10- Be yourself

This is the last, but most important advice of today: do not try to give a different image from the real one. If you are a 2-person company, don't talk about "Our multidisciplinary team"; if they criticize you, do not obscure the messages, do mea culpa and apologize; if you are not "industry leader" do not be afraid to say it. Try to make your brand more human, give a name to the people who work there, put your face on it. In short, be yourself and your web reputation will thank you!

As you have certainly understood, the basis for an online visibility and successful web Digital marketing services is certainly the competence and ability of your contact person (company or freelance) to manage your company on the net. But all this your web marketing manager knows!

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