Are you designing your online strategy and you want to know how to have a good optimization SEO On Page and Off Page of your website?
Did you know that you can detect many of these factors (both off page and on page, by using seo tools such as Screaming Frog?
In this article, we will delve into the most important factors that are going to do to improve the SEO of your web page.
Are you ready?
Factors of SEO Off Page:
To begin to talk about the factors, off-page, which influence our seo, we should know what we're referring to by “Off page”.
And is that the aspects Off the page, are not more than all those factors that will improve the SEO of our website in Google, carrying out actions outside of our site.
To conceptualize this concept, we can do the comparison with the physical stores, which the external references and word of mouth, it would be equivalent to a factor of off page in the world of digital marketing.
So, once we have defined the term and we have contextualized this concept, let's see the factors that most influence for us to have the part off the page well worked:
Linking
This is, perhaps, the first point that comes to the mind when we talk about scale factors outside of our website. And is that to day of today, the links pointing to our site, they are still a very important factor that Google takes into account and be able to rankear within the SERPs.
Also, get a site that talks about us in your page, and we bond through a link, is what you mentioned before that would come to be the equivalent of word-of-mouth in the physical stores.
And is that at the end, when a website we are linked by anchor text or a link in general, we are shifting authority.
But be careful, because not everything is worth. And is that, we need to control very well the sites that we link to that authority which we pass, will be of little value, or in dissonance with the content of our business.
It is for this reason that, when we look at the pages we are linking to, we need to look very good in the following points:
- The trend of the web: it Is important to see if the web is growing or declining in terms of traffic, as this can influence us to us also.
- Focus of the article: let's Imagine that we agreed with another web, write an article where we want within this, inluya an anchor text that points to our website. Here you have to be very careful with the focus of the article, because if the content is different to our business model, or simply going focus to another search intent, this article does not serve us.
- Relationship posts inbound links and outbound: Linked with the trend of the web that we have discussed before, it is important to take into account the number of incoming links and outgoing links that have the website that we're going to link to. Because of this, going to have an influence directly on the Page Authority of the page (PA), a fact that you will be able to easily find tools like Moz.
Promotions on other websites
This is another of the points that are going to influence the positioning of our site in the Google search results, and that we may have “direct influence”.
We are referring to do collaborations with other pages, on which we can talk about our product or service.
A very visual, it is the awarding badges or awards to pages on the vendors, so that they can incorporate your company logo + link to our website.
For example:
Obviously, there is also the possibility of create a landing page with Mailer Lite, and capture leads through a marketing campaign by e-mailing or social networking in general.
Social networks
Finally, the last factor in off page that we want to talk about, is having to capture traffic using social networks.
This is a resource that surely many of you already use it, and that really helps a lot in terms of traffic, and therefore, in brand visibility.
And obviously, when you get these two points above (traffic and brand visibility or branding), the organic positioning is clearly impacted.
Factors of SEO On Page:
On the other hand, we have the factors of SEO On Page. These refer to all those things that we can optimize within our website, which will have a direct impact on our positioning in the search engines of Google.
We should note that, for very good that we have worked Off-page of our website, if we do not have the factors On Page working well, we will be very complicated to achieve good positions in the search rankings.
So, once you have defined what is On the Page, we will see in more detail, all of the factors that we must take into account to get a SEO On page well-optimized:
Data structure
The data structure of our website, that is the first point that we believe in the importance of today. And is that, we are seeing the necessity of adapting the website structure according to the period that we find ourselves in, and/or power to manage the web map according to the unforeseeable external factors (for example, the COVID-19).
To all this, we want to bring to the fore the possibility that this structure may vary with time (i.e., to evolve according to the needs of the market, or adapt to new trends), as well as a change in seasonal periods (if necessary).
And here you can arise the question: how to structure the data in your website, to ensure that they are optimized for organic search.
Very easy.
Increasingly, we're seeing how we must focus on the web map to shortail (that is to say, to go to build landing pages that meet the search intent more generic), but including within these web pages, keywords, longtail relevant.
Therefore we will serve, separate the words longtail doing landing pages for each one. We honestly believe, that it is better to build this kind of landings more shortail (e.g. running Shoes), and within these to group keywords long tail derivative of this first keyword (Eg: running Shoes mountain Shoes for running around the city...).
Linking to internal (only need a very few links very well-connected).
One of the key points to keep in mind to have a SEO On page is well-optimized, it is the linking internal or interlinking. Although we have already talked about it in other articles of this blog, it is important to talk about a slight difference that we noticed throughout this 2020.
This change refers to the number of internal links are necessary to position a website. Up to now, we recommended to include the maximum possible links. But since recently, this bound internal has undergone a paradigm shift: it is not necessary to have so many internal links, but as this is bound to be relevant.
With this, we want to say that Google is going to appreciate better to have few links and they are very well-connected, to have a sobreoptimización of them.
The reason is very simple. There has been a paradigm shift, because it has been in the consumption. A few years ago, dominated the searches from computers vs mobile. But currently it is not so: everything we do, from our smartphones.
Also, it no longer makes sense (at least in devices of small screen), to have so many links as on the computer. Therefore, when you have less space, so we have to invest well with a few links, and relevant.
Speed and usability
We will not tire of repeating it: The speed or web loading time, it is one of the most important factors to consider that a site has a good user experience. The proof we have that there is already accurate data suggest that 57% of users will abandon a site if it takes more than 3 seconds to load.
This means that, if anything, we should emphasize, is in the loading speed of our website. Because time is gold, and the user is very clear. Or is it, perhaps, you are going to work hard to optimizing the SEO On page, and then, due to a load-time high, miss 3/5 parts of your web traffic?
As I discussed in other articles of this blog, some of the most useful tools for analyzing your load time, are:
- Google Page Speed.
- GTMetrix
- Pingdom Tools.
- Webpagetest
Rich snippets
Another of the points that we should pay special attention, is to incorporate Rich Snippets or rich Snippets to our site.
In the end, how much more information you give them to Google, and thus, as best the show, the better it will be able to understand our content, and greater will be our chances of positioning in the SERPs. And all this, thanks to the factors of SEO On page!
So, as the more detailed information you offer to us giant, and as the deeper it is, the better they will be able to understand and interpret.
In this video you are going to find below, you will be able to know more about what they are and what they are good for the Rich Snippets, as well as the benefits it can bring to your web optimization at the level of SEO.
Sitemap
This factor of SEO On page, has also suffered recently a total change of paradigm. And is that the same way that before we decided to create a sitemap with all the urls held to be, and it climbed directly, now it is not so (or at least not if what we want is that the sitemap is optimized for search engines).
From Elabs, we recommend to make two types of sitemaps very well differentiated:
- Sitemaps for products.
- Sitemaps to categories (or pages pillar).
And what are the benefits of making this separation of sitemaps?
To begin with, this division will allow us to have greater control of everything that is happening on the web from the tool Google Search Console.
But if we have to aprofundizar in one of these two types of sitemaps, it is important to take into account the operation of the sitemap products:
Because it is not necessary to include all the urls of all of the products that we stock. But with only including the most relevant, since we will be making a map of the site, well optimized for SEO.
Seo local
This last point, it is super important for all those businesses that have a local distribution, as well as having points-of-sale physical.
The idea of this point is, without a doubt, that Google starts to reward increasingly small sites for certain types of search. Yes, as long as these are very local.
An example of this would be the correct optimization of the results of our products in the listings of our website.
If we take the example of a web organization of weddings, we know that you have different providers (services, cátering, photographers, restaurants, wedding...).
As if on each of the listings where we have all the companies of a particular service (for example a list of all the restaurants of wedding), we introduce the address of each of the premises, we include geographic information is relevant, and with a good labeling of rich snippets, we're going to allow Google to keep in mind to compete in these search SEO local.
