On-page & Off-page SEO
Both are crucial to the success of an SEO
campaign, but they’re on completely
different sides of the fence
On-Page SEO Checklist:
Title Tags
Put your targeted keywords in the title tag of each page on your site. There are many best practices that go into writing an effective title tag.
Limit your title tags to 55-60 characters (including spaces) Push the keyword closer to the beginning of the title (ONLY if it sounds natural) Don’t stuff your keywords Include brand at the end of the title tag, separated by a pipe bar (|)
Headings (H1)
Headings are usually the largest words on the page, and for that reason, search engines give them a little more weight than your other page copy. It is a good idea to work your target keywords into the headings of each web page but make sure you accurately reflect your page’s great content.
Make sure your H1s limited to one per page, all other headers are H2 or H3
URL structure
Put keywords into your URLs if possible. However, do not go changing all of your current URLs just so they have keywords in them. You shouldn’t change old URLs unless you plan on redirecting your old ones to your new ones. Consult a professional before doing this.
Label your directories and folders in a way that makes sense for users Don’t repeat keywords in your URL more than once. Keywords are helpful, but overdoing it effects user experience. Example: /best-socks-comparison-best-socks-best-socks? Keep URLs as short as possible
Alt text for images
Any content management system should allow you to add something called “alt text” to all images on your website. This text isn’t visible to the average visitor – alt text is in fact used by screen reader software to help blind internet users understand the content of your images. Search engines crawl images in a similar way, so inserting some relevant keywords while accurately describing the image will help search engines understand your page’s content.
Thoroughly describe the image in 8-10 words Include your targeted keyword where it sounds most natural Include, if relevant, a geo-locator (e.g., Chicago)
Fast-loading pages, or page load speed
Google wants to help its users find what they’re looking for as quickly as possible to provide the best user experience. Therefore, optimizing your pages to load faster helps your site rank higher in the search results.
Google has a tool called PageSpeed Insights that will analyze your site on both mobile and desktop. and then suggest tips to optimize page speed. There are also several quick fixes to eliminate whatever is bogging your site down and slowing your page load time.
Mobile Friendliness
In recent years, Google has prioritized mobile page loading speed as a key ranking metric.
How do you know if your website is mobile-friendly? You can plug in the site’s URL into this test, and Google will tell you how friendly the website is based on its current algorithm.
Beyond mobile page load, website design needs to factor in the mobile user experience. One way to check and optimize website layout for mobile is to generate a Mobile Usability Report which identifies any issues your website may have.
Which One is More Important?
It’s not about choosing between on and off-page SEO, that would be like having to choose between a foundation or a roof for your house. On-page and off-page SEO work together to improve your search engine rankings in complementary fashion; however, SEOs generally advise getting your on-page SEO ducks in a row before focusing too much on off-page SEO. Just like building a house, you want to set the foundation first before building the rest of the house. Like a foundation, you may need to come back and do some maintenance to your on-page SEO from time to time. Balancing the two will help make your website “bilingual” so that your users can understand it as well as the search engine robots- and that’s how your rankings start to improve.
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