On-page SEO is what you can manage on the website itself. Content, headings, page structure, meta information, speed and internal links. On-page SEO helps both Google and human readers understand what a page is about and why it is worth paying attention to.
Off-page SEO takes place outside the website. It involves reputation, backlinks, mentions and trust signals. Both aspects are important, but it’s often worth starting with the on-page foundations. Because if a website is in disarray internally, external efforts won’t always save the day.
On-page SEO manages the website’s foundation
Internal optimisation means that a page has a clear purpose, appropriate keywords, logical headings and a user-friendly navigation path. It is not just a technical matter. It is also about the clarity of the content.
If your internal links haven’t been sorted out yet, it’s worth reading the article internal and external SEO links. It complements this topic very well.
Good on-page SEO starts with keywords. If phrases are chosen at random, the page may be optimised, but not for what the user is actually looking for. This is discussed in more detail in the article Choosing SEO keywords for a website.
Off-page SEO builds trust
Off-page SEO and external optimisation are most often associated with backlinks. But it’s not just the quantity that matters. What matters is where those links come from, whether they are relevant to the topic, and whether they look natural. Directories alone won’t work wonders here.
An SEO strategy must combine both aspects. A search strategy here does not simply mean a list of keywords, but a clear plan for what to do on the website and how to build trust beyond it. First, the website is optimised; then, its authority is built up. If you do it the other way round, you sometimes end up with a lot of effort but few results.
Which part is the most important?
- A new website first and foremost needs a solid foundation in on-page SEO
- A content-rich website needs better internal links
- In a competitive market, internal SEO alone may not be enough
- Off-page SEO must be based on reliable content, not empty pages
If your website has already been optimised but your traffic isn’t increasing, it’s worth taking a broader view. This article is a good place to start how to increase a website’s visibility online.
Why external links alone are not enough
Sometimes you feel like looking for backlinks straight away, as it seems like a quicker route to establishing authority. But if a page lacks a clear structure, has weak content, poor headings and an unclear purpose, an external link will simply lead a visitor to a site that fails to convince them. Google, too, looks at more than just the number of links.
The best approach is simple. First, you organise the page, its content, internal links, loading speed and clarity. Only then can you start thinking about external authority. In other words, you first need to have something to strengthen, and only then should you strengthen it.
- Please format the page’s theme and headings
- include internal links to related topics
- Check that the page has a clear call to action
- Only then should you plan any external links or mentions
How to work out which aspect of SEO to start with
If a website is new or has little content, the first step is usually on-page SEO. You need clear pages, well-structured headings, meta descriptions, internal links and fast loading speeds. If these elements are missing, off-page SEO will be built on a weak foundation. It’s a bit like telling someone to visit a shop where the shelves haven’t been put up yet.
If your website already has good content but is still losing out to competitors, then it’s worth looking at external factors. Perhaps it lacks authority. Perhaps your competitors have more high-quality backlinks. Perhaps your content is good, but nobody is linking to it organically. This is where the more extensive work begins, but it only makes sense once the internal structure is in order.
- For a new website, start by optimising your on-page SEO
- For an older website, check the ratio of content to links
- Don’t buy random links without a strategy
- On-page and off-page SEO must support the same theme
How to combine these two aspects of SEO into a single work plan
In practice, on-page and off-page SEO should not be separate worlds. If you are writing an article about the cost of a website, it must have a clear structure, keywords, internal links and a good answer to the question. Externally, the same article can be used as a useful resource to which it is natural to link from partners, social media or related mentions.
In this way, the content serves a dual purpose. It helps visitors to the website and, at the same time, becomes a reason for others to link to it. If the text is weak, an external link makes little difference. If the text is strong, even just a few high-quality links can be more beneficial than a large number of random ones.
- First, improve the content and structure of the page
- Then think about where that page might be mentioned naturally
- Do not create external links to weak or unclear pages
- Use internal links to navigate between related topics
If you’d like to explore the topic of SEO further, it’s worth reading SEO basics for a website: where to start. To get a clearer picture of SEO, it’s worth reading Internal and external links for SEO: what do you need to know?.
If you want to find out whether your website currently needs more on-page SEO or off-page optimisation, please get in touch. We can assess where the biggest bottleneck lies and where it’s best to start.