What You Need to Know about On-Page vs Off-Page SEO

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You can’t just focus on optimising your website and ensuring that your title tags and meta descriptions are perfect. You must also focus on building high-quality backlinks, getting social signals, and creating great content. This is why you should not only focus on on-page search engine optimisation (SEO) but off-page SEO as well. Here’s how you can tell between the two.

What Is On-Page SEO?

On-page SEO is about optimising your website to rank higher in search engine results pages. This means using the right keywords in your page title and copy, ensuring your meta description stands out and correctly using HTML code and alt tags.

This means making sure your website is coded in a way that is easy for search engine bots to read and crafting compelling and useful content that will encourage people to click through from the search engine results page (SERP). Good on-page SEO also considers the overall quality of your website, including factors like page load speed and site structure.

5 Crucial Elements of On-Page SEO

On-page SEO is all about ranking higher in search engine results pages. On-page optimisation is one of the few SEO factors you can control directly. This is why on-page SEO is seen as the foundation of a strong SEO strategy.

  • Content: Creating great content should be your priority when developing your website. A solid foundation of content lets you focus on optimising your site to attract more visitors.
  • Keywords: Think about the keywords your audience is searching for, and then optimise your content around those keywords.
  • Title Tag: This is the name of your web page that appears in the search engine results pages (SERP). Keep it to 65 characters or less.
  • Meta Description: A brief summary of a webpage that appears below the page’s URL on a search engine results page and beneath a headline on social media posts. It should be kept under 155 characters.
  • Alt Text: The text associated with an image file that helps ensure that the image is indexed by search engines and that they understand what the image is.

What Is Off-Page SEO?

Off-page SEO is everything you can do to improve your website’s search engine ranking that isn’t related to the content or structure of your website. This includes link building, social media engagement, and other promotional activities.

4 Crucial Factors of Off-Page SEO

On the other hand, off-page SEO is mostly about building links and generating buzz around your website, both of which are beyond your direct control. 

  • Backlinks: Links from one website to another. The number of backlinks is one factor that determines how well a website will rank in search engine results pages (SERPs).
  • Social Promotion: Increased traffic from social media posts and engagement can lead to more link shares, which helps improve the ranking even further.
  • Domain Authority: A higher domain authority means the website is more likely to rank higher in the search results. A lower domain authority means the website is more likely to rank near the bottom.
  • Local SEO: Online reviews help improve local SEO because it helps them to appear in more search results when people are looking for services in their area.


Search engine optimisation can be broadly classified into two categories: on-page SEO and off-page SEO. On-page SEO refers to all the measures taken directly within the website to improve its position in search engine rankings. On the other hand, off-page SEO refers to all the activities outside of the website that can impact its search engine rankings. 

On-Page and Off-Page SEO are important in their own right and should be used in conjunction with each other to achieve the best results.

Digital Marketing Scotland provides world-class SEO, pay-per-click and digital marketing consultancy services to help you grow your business. We offer a range of digital marketing services to help you maximise your businesses potential. We’ll help you to achieve real results now. If you need SEO services in Glasgow, get in touch with us and let’s talk!

Why choose Digital Marketing Scotland?

Connect with us today to schedule your free consultation. Let Digital Marketing Scotland guide you to digital marketing success, leveraging our expertise to enhance your online presence and drive meaningful engagement.

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