On-Page and Off-Page Optimization In Digital Marketing – What is the Main Difference?

On-Page and Off-Page Optimization In Digital Marketing

Table of Contents

You need to work on two avenues to get more visibility and credibility to appear in the top positions of search engine result pages. These two avenues are on and off-page SEO.

Digital marketing is all about visibility and credibility. You work on your website, make it super informative and attractive, and then publicize it to get fame.

Before dwelling deep into the topic, let’s define these two terms first.

Factors Affecting On-page SEO and Off Page SEO

What is on-page SEO?

Optimizing your website to appear on the SERP top position is known as on-page SEO.  In other words, in this technique, you work on the SEO factors that are directly in your control and related to your website.

So, this is all about your website, whether it is content, keyword selection, URLs, Website vitals, layout, theme, navigation, and many more. More details are coming ahead.

What is Off-Page SEO?

All those external factors that increase the credibility, authenticity, and visibility of your website are related to off-page SEO. So, off-page SEO enhances your brand awareness around the web.

The more famous your brand is, the more people would like to link with it, and more links mean more credibility and authenticity.

So, good on and off-page work will bring visibility, credibility, authenticity, and fame.  When all of the internal and external factors are optimized, then these will bring high ranking, and high ranking will bring traffic, and more traffic will bring business.

The following are key parameters or factors that must be optimized to get a better ranking.

Read | Is SEO Better than Google Ads for Business

Factors Affecting On-page SEO

Factors Affecting On-page SEO

As defined above, on-page SEO focuses on parameters related to your website and its pages. Hence, the following are some of the most important factors affecting your on-page SEO.

1. Content Optimization

Contents are the first thing that a visitor rates. If it is relevant, informative, genuine, updated, and well-written, then it will engage the visitor and will also lure them into making a purchase decision. It is also very important to keep updating your content as the evolution process is very fast in the digital world.

2. Keyword Optimization

In addition to that, content should address all related keywords, which can be easily found using SEO tools. These keywords should be used where deemed appropriate and relevant, as Google index pages based on these keywords.

3. User Experience

Google gives a very high value to the user experience. If a visitor leaves your website without navigating through other pages, then it will be marked as a bad user experience.

Similarly, factors like high loading time, cringy themes, and bad navigational structure also irritate its users. So, try to optimize all such factors to enhance the user experience.

4. Mobile Friendliness

Mobile Friendliness

Since 2015, Google has declared the penalties if your website is not mobile-friendly. Stats suggest that more than 50% of the traffic on a website is coming from mobile users.

So, design your website as mobile-first so that people have seamless experiences on their devices. If users have to zoom in and out to read and see your website, then it will lower your ranking.

5. Core Web Vitals

Google has defined metrics that quantify the user experience on a website. These vitals include cumulative Layout shift (CLS), first input delay (FID), and largest contentful paint (LCP).

Google measures these vitals and decides the user experience accordingly. So, one needs to improve these vitals to appear higher and get a better ranking.

6. Loading time

Loading time

Anything more than 2 seconds is considered a slow website. So try to make sure that your website opens swiftly; otherwise, your customers will move to your competitors.  Keep your images, videos, buttons, and other things optimized so that you have a small loading time.

Read | What are the common SEO mistakes to avoid

7. Website Theme

Your website theme is the first thing that a visitor looks at. So, it is like love at first sight. If you have a mesmerizing, Cathy, properly contrasted, beautifully crafted menu and layout, then it will engage the visitor.

Study suggests that it’s the first 15 seconds that make the visitor decide whether to stay or leave the page. So, your home page must be well crafted and informative to grab the attention and keep him engaged as well.

The picture below is from the famous brand H&M and the theme is simple and appealing.

H and M Website Theme

8. Website Layout and Navigation

Proper layout and easy maneuvering enhance the user experience. All the important links and buttons should be visible at all times. The navigation bar should be well positioned for easy moving forward and back.

Read | Does Changing Hosting Affect SEO

9. URLs

URLs are like names: easy, short, catchy, and relevant will stay longer in your consciousness. Long, clumsy, and full of numbers, dates, and characters will not be easy to recall.

So, give a proper name to each URL of your page, use short keywords, and make them easy to remember and share for better visibility.

10. Meta Description

Meta Description

Meta description helps google to index the page in the right repository. These title tags and HTML tags describe the summary of the page content. Similarly, heading, subheadings, follow, and no follow links also help the search engine to decide the niche of a website or a page.

11. HTML Coding

Keep your coding as simple and light as possible. Every widget, plugin, and call to action button requires coding and will make it heavier as well. So, make sure you only add those things on your website that are highly required and needed.

12. Sitemap

A sitemap is like the table of contents of a website. This is created to facilitate the Google spiders to index the website and its pages. It also provides information on the date of creation and update. These can easily be found by typing the following text into your address bar.

13. Alt Text Image

 Alt Text Image

Since the inception of Google Camera, it is highly recommended to upload and properly tag your pictures and snippets to appear in the images. So, alt text in the HTML coding describes the images’ caption.

This way, you can easily index your pictures. Try to add HD pictures in your content that should also be tagged. This will also enhance your visibility and ranking.

14. Security Protocols

People are very concerned about the safety of their data. So, if your website is not secured then people would be hesitant to share their particulars and credentials.

So, try to incorporate the most secure safety features like HTTPS, which encrypts the data that is difficult to hack. Make sure that your platform has all the safety features for its visitors.

Read | What is the Difference Between HTML Sitemap and XML Sitemap

15. Internal Links Structure

Internal links are very important to keep your visitors engaged. Try to incorporate these links into your content, where they appear natural and genuine.

Do not stuff your links, as Google does penalize all such kinds of activities that try to trick its ranking.

The picture below is from one of our articles showing the link to one of our published articles.

Internal Links Structure

16. Website Hosting

Hosting services matter a lot when it comes to the speed of your website. A shared and away server will lower your speed and will irritate your visitors.

Try to choose a server that is near to your country, secured and does not take action on patty matters. Further information on this can be found in this article.

17. Infographics

Images and videos are an easy way to enhance user experience. Add short videos and HD images to increase your user experience. Furthermore, properly tag these in your coding for appropriate indexing.

Read | Does Google Rank ChatGPT Content

Factors Affecting Off-Page SEO

Factors Affecting Off-Page SEO

1. Backlinks

Backlinks are the real external asset of off-page SEO. These are the most difficult to earn, but once you have earned a handsome amount of backlinks it will give you credibility and authenticity, leading to immense visibility.

Earning backlinks requires immense and laborious efforts. First, create awesome content then make sure this content reaches the potential customers and your peers.

To make them publicized one needs to take help from social media, Email marketing, SMS marketing, editorials, guest posting, and many more.

Since building backlinks is time time-consuming task, people are lured to buy baclinks from different forums, which is illegal and punishable. So, try to earn backlinks organically, but if you have to purchase them then purchase them like a pro to avoid penalty and these purchased links should look natural and organic.

Read | How to Outsource Link Building

2. Social Media

Social media and its  SEO is the most famous and effective marketing forum in the present day and is already very famous among experts. Things got viral in minutes and give your high response. Although backlinks generated from social media are not directly considered in the ranking, traffic generated from social media marketing can be very handy in ranking.

So, keep your social media pages active. Keep posting about your brand and business, recent deals and other developments. Add reviews and testimonials on your social media pages. Social media is also the best place to interact with your potential customers.  

3. Competitive Analysis

Competitive Analysis

Although most experts do not consider it a part of off-page SEO, my personal experience suggests that competitive analysis gives you immense information and insight for anchoring your SEO strategy.

In the current competitive world, you need to know every move of your competitors to excel in your niche. So, competitive analysis lets you know the backlinks, referring domains, spam scores, and traffic of your competitors. This allows you to earn more backlinks and better ranking.

4. Local SEO

Local SEO is the field that helps you to appear on the Google search when someone searches the relevant information related to your business with respect to location.

To appear in the listing, you need to create a profile on the Google business. Provide your business details along with the contact details, business hours, map and pictures. This will help you to get visibility in your local location.

The picture below shows the list of the top three restaurants when I search for famous ones in Berlin.

Local SEO

5. Mentions

Mentioning your name without hyperlinks also plays an important role in the SERPs. If your business is mentioned many times and each time it has been linked then Google might consider it paid and penalize.

So, mentioning your business does give you credibility even without backlinks, as long as they appear natural, organic and relevant.

6. Content Marketing

Content marketing is the approach in which you create awesome content and share it on different forums, including social media, to attract more and more customers.

This way, one does not directly pitch its services or brand but rather publicizes them through relevant, informative and updated content. This content could also address some of the fundamental issues of your niche and may also suggest a solution.

7. Influencer Marketing

Influencer Marketing

Influencers and celebrities are important in marketing as people value their opinions highly. These usually used to have a high audience and involving them to review your business or product will give you access to a large number of audiences.

Stats suggest that 93% of people look for reviews before making a purchase decision and if this review is from their favourite personalities, then it is like icing on the cake.

So, send your products to these influencers and ask them to write or make a review video for publicity. This will give you a huge surge in your traffic and ranking.

The picture below shows the famous actor Brad Pitt endorsing a perfume brand.

 Influencer Marketing

8. Guest Posting

Guest posting is writing a blog for another forum with your backlink in it. It is a win-win situation for both, as you get backlinks and the other website gets good content.

It is also pertinent to mention that your content should be genuine, relevant, plagiarism-free, updated and well-written to get published on a forum.

9. Public relation

Public relations is very important to get publicity and get feedback from your potential customers. You can arrange corner meetings, functions, online Q&A sessions and live sessions to get close to your customers.

This will help you to get feedback and address the grudges of your customers in real-time. It is also good to build sentimental relations with your customers, which could go a long way.

10. Brand Awareness

Brand Awareness

Digital and conventional marketing is very important to enhance your brand awareness. One should publicize in such a way that your brand should become a household.

Use digital media, and run ads on Googe, Social media and TV channels. Use billboards, print media and side rails for publicity. Contact celebrities for publicity and awareness. So, leave no stone unreturned to reach every potential customer regardless of its location.

Read | How to Increase Google Ranking of My Website


SEO is a very broad field, and it requires optimizing a handful of parameters both on and off the page. Both of these are interconnected in a broader spectrum. If you do not have anything on your website then what are you going to present off-Page?

Putting it in simple terms, even if you get immense off-page publicity, if your website is slow or down and not responsive, then it will not convert. 

Work on your on-page and then proceed towards off-page as if a visitor left your website out of frustration, it is very hard to bring it back.

Following are some of the key takeaways from this blog.

  • Create awesome content that gives you backlinks naturally and organically.
  • Make your website lite, responsive, and mobile-friendly to have an awesome user experience.
  • Properly include meta descriptions in your coding along with image and video descriptions for better indexing.
  • Builts a good internal network of links to keep your visitors engaged.
  • Provide good security features and a sitemap for easy crawling and indexing.
  • Keep your URL short, memorizable and shareable for publicity.
  • Try to have a good social and print media advertisement campaign.
  • Focus on content marketing and guest posting to earn backlinks.

Earning top positions is not an easy task, it requires burdensome efforts both on and off the page. It requires a team of experts that is not easy to find. Luckily, Dlinx Outreach is an SEO agency that has expertise in each trade of SEO. Please feel free to contact us for further information.

Frequently Asked Questions

What is on-page SEO?

Optimizing your website parameters to rank higher in the SERPs is known as on-page SEO.

What is off-page SEO?

Optimizing parameters that make your platform famous and earn more backlinks is called off-page SEO.

What are the most important parameters of on-page SEO?

Content, keyword optimization, user experience and mobile friendliness are the most important parameters of on-page SEO.

What are the most important parameters of off-page SEO?

Backlinks, content marketing, guest posting and local SEO are the most important off-page SEO parameters.

Can Dlinx outreach help enhance your SEO?

Dlinx Outreach is an SEO agency that can help to optimize your on and off-page SEO parameters to earn a better ranking in the SERPs.

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Haiqa Saleem

Haiqa Saleem

Haiqa is head of content at Dlinx Outreach. She is an avid writer and bookworm and has been with Dlinx since 2019. As a true tech geek and an extraordinary content strategist, she leverages her passion for the digital sphere and love for writing to share her knowledge through insightful content. She writes with a data-driven perspective.

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