{"id":142685,"date":"2022-06-01T02:49:38","date_gmt":"2022-06-01T07:49:38","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=142685"},"modified":"2023-01-12T04:48:36","modified_gmt":"2023-01-12T09:48:36","slug":"on-page-vs-off-page-seo","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/on-page-vs-off-page-seo\/","title":{"rendered":"On-Page vs. Off-Page SEO: Different but Equally Important"},"content":{"rendered":"\n<div class=\"intro-txt\">The difference between on-page SEO and off-page SEO is that they aim at two different sets of SEO factors. The first one focuses on impacting SEO factors occurring on a page, while the latter focuses on factors outside of a&nbsp;page.<\/div>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/1-on-page-vs-off-page-seo.png\" alt=\"Infographic illustrating differences between on-page and off-page SEO\"><\/figure>\n<\/div>\n\n\n<p>How to know which one your website needs more? Read on to&nbsp;learn:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-what-is-on-page-seo\">What is on-page SEO?<\/a><\/li>\n<li><a href=\"#2-what-is-off-page-seo\">What is off-page SEO?<\/a><\/li>\n<li><a href=\"#3-why-are-on-page-seo-and-off-page-seo-important\">Why are on-page SEO and off-page SEO important?<\/a><\/li>\n<li><a href=\"#4-what-factors-impact-on-page-seo\">What factors impact on-page SEO?<\/a><\/li>\n<li><a href=\"#5-what-factors-impact-off-page-seo\">What factors impact off-page SEO?<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is on-page SEO?\" data-section=\"1-what-is-on-page-seo\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.cznb617d5qic\">What is on-page SEO?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>On-page SEO (also called on-site SEO) is the practice of optimizing webpages to rank higher on search engines. It includes optimizations to visible content and the HTML source code.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.q7hozznqflvl\">Example tactic \u2013 Finding relevant subtopics<\/h3>\n\n\n\n<p>If your page struggles to rank in the top 10, one of the reasons may be that it lacks the information that searchers are looking for. To find out if that is the case, you\u2019ll need to compare topics covered by top-ranking pages against topics covered by&nbsp;you.<\/p>\n\n\n\n<p>You can automate this process using Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/content-gap\">Content Gap tool<\/a>. This tool shows you keywords that target pages rank for but you don\u2019t.<\/p>\n\n\n\n<div style=\"width: 1575px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/2-content-gap-tool-1.png\" alt=\"Content Gap tool to find guest blogging-related keywords Ahrefs' competitors rank for but the Ahrefs blog doesn't \" width=\"1565\" height=\"1102\"><p class=\"wp-caption-text\">Step 1. Insert URLs of the pages you want to compare and hit \u201cShow keywords.\u201d<\/p><\/div>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/3-content-gap-tool-2.png\" alt=\"List of keywords with corresponding data like volume, KD, etc\" width=\"1600\" height=\"896\"><p class=\"wp-caption-text\">Step 2. Find topics that your content lacks. In our example, that can be definitions of guest blogging and guest&nbsp;post.<\/p><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is off-page SEO?\" data-section=\"2-what-is-off-page-seo\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.d0hl153b7oh1\">What is off-page SEO?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Off-page SEO embodies any efforts implemented outside of a website to improve its search engine rankings.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.ladt3fdwaxgw\">Example tactic \u2013 Finding link building prospects<\/h3>\n\n\n\n<p>Backlinks are one of the most important ranking factors (more on this later). You can earn them organically, and you can also \u201cbuild\u201d them.<\/p>\n\n\n\n<p>There are <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\/\">many link building tactics<\/a>&nbsp;out there. One of them is looking for linking patterns among your competition so that you can get links from the same websites. For that, you will need a backlink checking tool.<\/p>\n\n\n\n<p>Since links from new websites are likely to move the ranking needle the most (i.e., sites that don\u2019t link to you yet), the best way to see linking patterns is to find websites that link to your competitors but not to you. You can do that easily with Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/link-intersect\">Link Intersect tool<\/a>.<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/4-link-intersect-tool-1.png\" alt=\"Link Intersect tool to find websites that link to Ahrefs' competitors but not to Ahrefs \" width=\"1600\" height=\"1003\"><p class=\"wp-caption-text\">Step 1. Plug in URLs you want to compare.<\/p><\/div>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/5-link-intersect-tool-2.png\" alt=\"Link Intersect report results\" width=\"1600\" height=\"793\"><p class=\"wp-caption-text\">Step 2. Browse through domains in the results. Click on the number of backlinks to pages with links to your competitors.<\/p><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why are on-page SEO and off-page SEO important?\" data-section=\"3-why-are-on-page-seo-and-off-page-seo-important\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.fea3qvpmfww6\">Why are on-page SEO and off-page SEO important?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>On-page SEO and off-page SEO are basically two sides of the same coin. SEO is most effective when practiced with both because Google uses ranking factors that occur on your pages and outside of&nbsp;them.&nbsp;<\/p>\n\n\n\n<p>Depending on your needs, you can sometimes focus more on one of those SEO types. But you probably shouldn\u2019t focus on only one of them all of the&nbsp;time.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What factors impact on-page SEO?\" data-section=\"4-what-factors-impact-on-page-seo\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.5vd7jt18qhhs\">What factors impact on-page SEO?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>In this section, I will cover some of the most important things you should look after to rank higher on the SERPs (search engine results pages) and attract more clicks to your content.<\/p>\n\n\n\n<p>Note: I\u2019ll talk about known ranking factors and factors that can increase your SERP visibility and, consequently, attract more site visitors.<\/p>\n\n\n\n<p>See <a href=\"https:\/\/ahrefs.com\/seo\/on-page-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/on-page-seo\/\">On-Page SEO: The Beginner\u2019s Guide<\/a>&nbsp;for more about on-page SEO.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.qduap6vybr28\">Search intent<\/h3>\n\n\n\n<p>Search intent refers to the reason behind the search. It\u2019s one of the strongest ranking factors.<\/p>\n\n\n\n<p>Utilizing search intent in SEO is about discovering what searchers want to get when they plug in a search query and then providing that information.<\/p>\n\n\n\n<p>Search intent is arguably the most important factor for on-page SEO. After all, providing searchers with relevant and useful information is what search engines need to do every second.<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/6-search-intent-before-after.jpg\" alt=\"Line graph showing organic traffic spike once one of our pages was updated to match search intent\" width=\"1600\" height=\"580\"><p class=\"wp-caption-text\">Organic traffic to one of our pages <em>before<\/em>&nbsp;matching search intent and <em>after<\/em>.<\/p><\/div>\n\n\n\n<p>Optimizing your content for search intent comes down to looking at the search result pages for a particular query and identifying the three Cs of search intent:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Content type<\/strong>&nbsp;\u2013&nbsp;What is the dominating type of content? Is it a blog post, product page, video, or something else?<\/li>\n<li><strong>Content format<\/strong>&nbsp;\u2013 Some common formats include how-to guides, list posts, reviews, comparisons, etc.<\/li>\n<li><strong>Content angle<\/strong>&nbsp;\u2013 The unique selling point of the content piece, e.g., \u201cbest,\u201d \u201ccheapest,\u201d and \u201cfor beginners.\u201d<\/li>\n<\/ul>\n\n\n\n<p>Once you identify the three Cs of search intent, you should have a pretty good idea of what type of content Google \u201crecommends\u201d to its users for particular search queries.<\/p>\n\n\n\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">Searcher Intent: The Overlooked \u2018Ranking Factor\u2019 You Should Be Optimizing For<\/a><\/em>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.rd22iay7x7d9\">Content quality<\/h3>\n\n\n\n<p>Search intent is critical, but utilizing it won\u2019t be enough to create \u201cuseful and compelling content.\u201d You also need to take care of your content\u2019s quality. Here\u2019s what Google has to say about what it looks for in content:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/7-google-rewards-content-quality.png\" alt=\"Except of article stating Google's emphasis on content quality\"><\/figure>\n<\/div>\n\n\n<p>It seems as though Google aims to embed the same attributes that readers value in any piece of content in its algorithms. And according to Google, it\u2019s content that\u2019s:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Easy to&nbsp;read.<\/li>\n<li>Clearly organized.<\/li>\n<li>Fresh.<\/li>\n<li>Unique.<\/li>\n<li>Aligned with <a href=\"\/blog\/eeat-seo\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/eat-seo\/\">E-A-T guidelines<\/a>.<\/li>\n<li>Focused on providing essential information to solve a searcher\u2019s problem.<\/li>\n<\/ul>\n\n\n\n<p>But in practice, you <em>also <\/em>need to create better content than your competition. And we\u2019ve got an entire video that explains how to increase your chances of achieving that:<\/p>\n\n\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-n5kkbps6n-g\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-n5kkbps6n-g\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/n5KKbPS6N-g?start=1&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/n5KKbPS6N-g?start=1&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.8hv3s63uwsh9\">URLs<\/h3>\n\n\n\n<p>URLs are a small ranking factor. They bear so little weight in ranking websites that Google\u2019s John Mueller said they are <a href=\"https:\/\/www.searchenginejournal.com\/ranking-factors\/urls\/\">overrated in SEO<\/a>&nbsp;and that people shouldn\u2019t worry about&nbsp;them.<\/p>\n\n\n\n<p>However, Google\u2019s SEO guidelines mention <a href=\"https:\/\/developers.google.com\/search\/docs\/beginner\/seo-starter-guide?hl=en&amp;visit_id=637876999593943918-2315078160&amp;rd=1#simpleurlsconveyinfo\">URLs as something you should optimize<\/a>. But you should do it for the user and not for Google.<\/p>\n\n\n\n<p>This is because the user can see the URL both in the address bar and on the SERPs. And based on that information, users a) can choose to click on some results over the others and b) know where they are on the website.<\/p>\n\n\n\n<p>So basically, this is what an unfriendly URL looks&nbsp;like:<\/p>\n\n\n\n<p><code>http:\/\/example.com\/folder1\/dir1\/dir2\/dir3\/dir422447478\/x2\/14032015.html<\/code><\/p>\n\n\n\n<p>As you can see, the example website doesn\u2019t <a href=\"https:\/\/ahrefs.com\/blog\/what-is-https\/\">use HTTPS<\/a>; also,&nbsp;the URL has an overly nested structure and doesn\u2019t really indicate what the page is&nbsp;about:<\/p>\n\n\n\n<p>And here is its user-friendly alternative:<\/p>\n\n\n\n<p><code>https:\/\/example.com\/seo\/ranking-factors.html<\/code><\/p>\n\n\n\n<p>To learn more about the use of URLs in SEO, check out our guide: <a href=\"https:\/\/ahrefs.com\/blog\/seo-friendly-urls\/\">How to Create SEO-Friendly URLs (Step-by-Step)<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.9jxzfemxhes8\">Page titles<\/h3>\n\n\n\n<p>Page titles are another small ranking factor. Google uses them to understand what your page is about to better match the intent behind a given search query.<\/p>\n\n\n\n<div style=\"width: 1584px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/8-page-title-example.png\" alt=\"Except of a Google SERP showing title &quot;Keyword Difficulty: How to Estimate Your Chances to Rank&quot;\" width=\"1574\" height=\"308\"><p class=\"wp-caption-text\">This title is attractive and descriptive at the same time. Wouldn\u2019t you&nbsp;agree?<\/p><\/div>\n\n\n\n<p>Naturally, searches use page titles for similar reasons: to understand what they can expect from a page. And so to \u201csatisfy\u201d both parties, you can consider these good practices:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Make the title eye-catching and accurate<\/strong>&nbsp;\u2013&nbsp;Write a line that piques users\u2019 interest and accurately describes what\u2019s unique about your&nbsp;offer.<\/li>\n<li><strong>Insert the target keyword in your title<\/strong>&nbsp;\u2013&nbsp;But you should remember to make it sound natural.<\/li>\n<li><strong>Fit within 60 characters<\/strong>&nbsp;\u2013 Otherwise, your description may get truncated, and you\u2019ll increase the chances of Google rewriting your&nbsp;title.<\/li>\n<\/ul>\n\n\n\n<p><strong>Recommended reading<\/strong>: <em><a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">How to Craft the Perfect SEO Title Tag (Our 4-Step Process)<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.60850lyfsahu\">Meta description<\/h3>\n\n\n\n<p>Meta descriptions are not a ranking factor. But they do appear on the SERPs (right below the title of the page), so they can impact the click-through rate (CTR).<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/9-page-description-example.png\" alt=\"Example of meta description on a Google SERP\" width=\"1600\" height=\"384\"><p class=\"wp-caption-text\">Probably the most logical choice of meta description for such a recognizable product. Apple just highlights what has changed in the latest generation of its product. Not what a MacBook Air&nbsp;is.<\/p><\/div>\n\n\n\n<p>Hence, the way to optimize meta descriptions is to focus solely on the searcher. Here are some good SEO practices that matter:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Make the description compelling enough to entice the user to click, as long as it\u2019s not clickbait (your reputation matters)<\/li>\n<li>Don\u2019t make the description longer than 920 px (try <a href=\"https:\/\/www.highervisibility.com\/seo\/tools\/serp-snippet-optimizer\/\">SERPSim)<\/a><\/li>\n<li>Keep the description relevant to the title of the page (and vice&nbsp;versa)<\/li>\n<li>Use a unique description for every&nbsp;page<\/li>\n<\/ul>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/meta-description\/\">How to Write the Perfect Meta Description<\/a><\/em>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.b4paukqjuuyp\">Outbound links<\/h3>\n\n\n\n<p>An outbound link is a link that points to a page that is not on your website.<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/10-ahrefs-seo-toolbar-links.jpg\" alt=\"Example of outbound links shown in Ahrefs' SEO Toolbar\" width=\"1600\" height=\"1296\"><p class=\"wp-caption-text\">You can view external (outbound) links on any page with Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/seo-toolbar\">SEO Toolbar<\/a>.<\/p><\/div>\n\n\n\n<p>Outbound links are most probably not a ranking signal. This means that you probably shouldn\u2019t try to shoehorn&nbsp;outbound links in your content in hopes of ranking higher.<\/p>\n\n\n\n<p>What you may want to do instead is to use outbound links to cite your sources. This will help to establish the legitimacy, transparency, and accuracy of your content. In other words, by citing your sources, you\u2019ll be aligning with the <a href=\"\/blog\/eeat-seo\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/eat-seo\/\">E-A-T search quality guidelines<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.47d4ymhc6j64\">Schema markup<\/h3>\n\n\n\n<p>Schema markup is a code that helps search engines to understand your content and better represent it in the search results.<\/p>\n\n\n\n<div style=\"width: 1462px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/11-schema-markup-hubspot-example.jpg\" alt=\"Example of schema markup\" width=\"1452\" height=\"1302\"><p class=\"wp-caption-text\">HubSpot uses schema markup to show FAQs on the&nbsp;SERPs.<\/p><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/12-schema-markup-hubspot-example-2.png\" alt=\"Example of FAQs on a Google SERP\"><\/figure>\n<\/div>\n\n\n<p>Schema markup is not a ranking factor, but applying it can help your content stand out on the&nbsp;SERPs.<\/p>\n\n\n\n<p>Schema markup looks like programming, but it\u2019s nowhere near the learning curve.&nbsp;Adding schema markup to a page is comparable to filling out meta tags. You can use a tool like the&nbsp;<a href=\"https:\/\/schema.dev\/\">Schema Builder extension<\/a>&nbsp;to help you with&nbsp;that.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\">What Is Schema Markup? How to Use It for&nbsp;SEO&nbsp;<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.tzknitbdjvz5\">Internal links<\/h3>\n\n\n\n<p>An internal link is a link from another page on the same website.<\/p>\n\n\n\n<p>Internal links are a ranking factor. Google utilizes internal links in a number of&nbsp;ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>To discover new pages<\/strong>&nbsp;\u2013&nbsp;Internal links provide a crawl path to target pages.<\/li>\n<li><strong>To pass link equity between your pages<\/strong>&nbsp;\u2013 Internal linking&nbsp;can boost other pages you&nbsp;own.<\/li>\n<li><strong>To understand what a page is about<\/strong>&nbsp;\u2013&nbsp;Understanding the content of your pages helps Google rank them. That\u2019s why the <a href=\"https:\/\/ahrefs.com\/blog\/anchor-text\/\">anchor text<\/a>&nbsp;of the internal link matters too.<\/li>\n<\/ul>\n\n\n\n<p>And let\u2019s not forget internal links help users discover content and navigate your website.<\/p>\n\n\n\n<p>For all of the reasons above, you shouldn\u2019t neglect internal linking. It\u2019s best if you add internal links as you create new content or even strategically plan them through a <a href=\"https:\/\/ahrefs.com\/blog\/content-hub\/\">content hub<\/a>. And remember, it\u2019s never too late to add internal links to your existing content.<\/p>\n\n\n\n<div style=\"width: 1610px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/13-ahrefs-link-opportunities-report.png\" alt=\"Link opportunities report results \" width=\"1600\" height=\"846\"><p class=\"wp-caption-text\">You can check internal link opportunities on your site for free using <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>.<\/p><\/div>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/prioritize-internal-linking\/\">Here\u2019s Why You Should Prioritize Internal Linking in 2022<\/a><\/em>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.y292ic70m1k9\">Page UX<\/h3>\n\n\n\n<p>The user experience (UX) of a website can mean different things to different people. To UX designers, it means the overall impression of a website. But in SEO, the UX of a page or website refers especially to its usability. It basically means maintaining a clutter-free, distraction-free, and easy-to-use user interface.<\/p>\n\n\n\n<p>Usually, UX improvements should be applied to the entire website, not just webpages. However, if you want to keep pages with unique layouts, keep in mind that a different design means a different experience.<\/p>\n\n\n\n<p>So here\u2019s what to look out&nbsp;for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Avoid<\/strong><strong>&nbsp;intrusive pop-ups <\/strong>\u2013&nbsp;These include sign-up forms, exit forms, etc. Do the same for any banners that shift the layout (refer to Google\u2019s guidelines on <a href=\"https:\/\/developers.google.com\/search\/blog\/2016\/08\/helping-users-easily-access-content-on\">interstitials<\/a>).<\/li>\n<li><strong>Make sure your important pages aren\u2019t sluggish<\/strong>&nbsp;\u2013&nbsp;You should optimize for <a href=\"https:\/\/ahrefs.com\/blog\/core-web-vitals\/\">Core Web Vitals<\/a>.<\/li>\n<li><strong>Make sure your website\u2019s layout is clear, consistent, and usable<\/strong>&nbsp;\u2013&nbsp;Try your best not to overload the user\u2019s cognitive capacity.<\/li>\n<li><strong>Optimize your website for mobile devices<\/strong>&nbsp;\u2013&nbsp;Website traffic coming from mobile devices accounts for slightly <a href=\"https:\/\/www.statista.com\/statistics\/277125\/share-of-website-traffic-coming-from-mobile-devices\/\">more than 50%<\/a>. On top of that, Google indexes and ranks content based on mobile versions of the websites (<a href=\"https:\/\/ahrefs.com\/blog\/mobile-first-indexing\/\">mobile-first indexing<\/a>).<\/li>\n<\/ul>\n\n\n\n<p>Is UX a ranking factor? It seems that there are two factors that can impact your rankings here: Core Web Vitals and mobile-friendliness.<\/p>\n\n\n\n<p>When pages have similar content, Google can use page experience signals to rank them\u2014but those won\u2019t be drastic ranking changes. Pages not optimized for mobile or slow pages can still&nbsp;rank.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/www.searchenginejournal.com\/how-page-experience-ranking-factors-work\/441622\/\">How Page Experience Ranking Factors Actually Work<\/a><\/em>&nbsp;<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What factors impact off-page SEO?\" data-section=\"5-what-factors-impact-off-page-seo\">\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h.9yrv3hu6pco2\">What factors impact off-page SEO?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>As with on-page SEO, I will talk about factors that are known to impact rankings directly and factors that don\u2019t but otherwise can get you more visibility and organic clicks.&nbsp;<\/p>\n\n\n\n<p>For a detailed guide about off-page SEO, see <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/off-page-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/off-page-seo\/\">Off-Page SEO: What It Is and Why It\u2019s Important<\/a>. &nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.wt1kbp5f3pvh\">Backlinks<\/h3>\n\n\n\n<p>Backlinks are the foundation of Google\u2019s PageRank, a mathematical formula that judges the \u201cvalue of a page\u201d by looking at the quantity and quality of other pages that link to the said page. Along with search intent, backlinks are one of the most critical ranking factors.<\/p>\n\n\n\n<p>Generally speaking, the more backlinks (from unique websites) a page has, the higher its chances of outranking its competitors on the&nbsp;SERPs.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/14-backlinks-impact-rankings.png\" alt=\"Line graph showing the more a page's backlinks, the more keywords the page has that rank in the top 100\"><\/figure>\n<\/div>\n\n\n<p>And also, the more backlinks a page has, the more the amount of organic search traffic that lands on that&nbsp;page:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/15-backlinks-impact-organic-traffic.png\" alt=\"Line graph showing the more backlinks a page has, the more the amount of organic traffic it has\"><\/figure>\n<\/div>\n\n\n<p>But not all backlinks will impact your rankings equally. You can judge a backlink by these six traits:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/16-what-makes-a-good-link.png\" alt=\"Infographic showing linked chains with the six traits that indicate a good backlink\"><\/figure>\n<\/div>\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Authority<\/strong>&nbsp;\u2013&nbsp;If we think of links as votes, then pages with more votes will pass a stronger vote to other&nbsp;pages.<\/li>\n<li><strong>Relevance<\/strong>&nbsp;\u2013&nbsp;Here\u2019s how <a href=\"https:\/\/www.google.com\/search\/howsearchworks\/algorithms\/\">Google puts it<\/a>: \u201cIf other prominent websites <em>on the subject<\/em>&nbsp;link to the page, that\u2019s a good sign that the information is of high quality.\u201d<\/li>\n<li><strong>Anchor text<\/strong> \u2013 Like internal links, the anchor texts of backlinks help Google understand the context of the target page.<\/li>\n<li><strong>Follow vs. nofollow <\/strong>\u2013&nbsp;\u201cNofollow\u201d is an attribute that tells Google not to take a link into account for ranking purposes. The \u201cfollow\u201d attribute is its opposite. Generally, the \u201cfollowed\u201d links will have more impact. All links are \u201cfollow\u201d by default unless specified differently.<\/li>\n<li><strong>Placement<\/strong>&nbsp;\u2013&nbsp;Links that have a higher chance of being clicked (e.g., links in the content, links placed higher on a page) will likely pass more authority.<\/li>\n<li><strong>Destination<\/strong>&nbsp;\u2013&nbsp;Links can increase the ranking of the <em>specific<\/em>&nbsp;page that they link to. But you can pass some of that link equity to other pages through internal linking.<\/li>\n<\/ol>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/google-pagerank\/\">Google PageRank Is NOT Dead: Why It Still Matters<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/impact-of-links\/\">Do Links Still Matter for Rankings? A Study by Ahrefs<\/a>&nbsp;&nbsp;<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/link-building-strategies\/\">9 Easy Link Building Strategies (That Anyone Can&nbsp;Use)<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.o0gdk09y9yom\">NAP citations<\/h3>\n\n\n\n<p>NAP (name, address, phone) citations are online mentions of your business that display your business name, address, and phone number.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/17-nap-citations-trader-joe.jpg\" alt=\"Example of NAP citations for Trader Joe's \"><\/figure>\n<\/div>\n\n\n<p>NAP citations are probably a ranking factor that counts for localized organic search results (learn more <a href=\"https:\/\/www.searchenginejournal.com\/ranking-factors\/local-citations\">here<\/a>&nbsp;and <a href=\"https:\/\/moz.com\/local-search-ranking-factors\">here<\/a>). However, they may not carry a lot of weight:<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/18-nap-citations-as-ranking-factor-opinions.png\" alt=\"Bar graph showing percentage of SEOs who think citations are most important ranking factor for &quot;map pack&quot; and &quot;regular&quot; results, respectively\"><\/figure>\n<\/div>\n\n\n<p>Apart from the possibility of helping you rank on the SERPs, NAP citations will definitely help users find your local business. So here\u2019s a quick list of good practices you can follow:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Get listed with big data aggregators<\/strong>&nbsp;\u2013&nbsp;For example, Foursquare. That\u2019s where a lot of local data providers get their&nbsp;data.<\/li>\n<li><strong>Submit to the big players<\/strong>&nbsp;\u2013&nbsp;These are Apple Maps, Yelp, Bing Places, Facebook, etc.<\/li>\n<li><strong>Submit to other popular directories in your local area and industry&nbsp;<\/strong><\/li>\n<li><strong>Keep your citations consistent <\/strong>\u2013 You should also align them with the guidelines (like this one from <a href=\"https:\/\/support.google.com\/business\/answer\/3038177?hl=en\">Google<\/a>).<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/local-citations\/\">How to Build Local Citations (Complete Guide)<\/a>&nbsp;<\/li>\n<li><a href=\"https:\/\/www.mariehaynes.com\/does-google-use-bbb-ratings-as-a-ranking-factor\/\">Does Google Use BBB Ratings as a Ranking Factor? - Marie Haynes<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.48ikxckej6xo\">Google Business Profile (previously Google My Business)<\/h3>\n\n\n\n<p>Whether a Google Business Profile (GBP) is a ranking factor is not even the right question here. The GBP is simply the requirement for getting featured in Google\u2019s map&nbsp;pack.<\/p>\n\n\n\n<p>For the record, a map pack shows GBPs close to the area relating to your search query (or based on your location). Search results located below the map pack are called localized organic results.<\/p>\n\n\n\n<div style=\"width: 1558px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/19-google-map-pack-results.jpg\" alt=\"Example of a map pack and local organic searches on Google\" width=\"1548\" height=\"1560\"><p class=\"wp-caption-text\">Map pack showing GBPs of vets in Mountain View.<\/p><\/div>\n\n\n\n<p>Does a GBP affect rankings of the results found below the map pack? Most SEO professionals say \u201cno.\u201d<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/20-gbp-ranking-factor-opinions.png\" alt=\"Bar graph showing percentage of SEOs who think GBP is most important ranking factor for &quot;map pack&quot; and &quot;regular&quot; results, respectively\"><\/figure>\n<\/div>\n\n\n<p>But on the whole, if your business operates locally, you will definitely want to get a GBP. It allows Google to display your business in the map pack, and it makes it easier for customers to find you and get in&nbsp;touch.<\/p>\n\n\n\n<p>On top of that, a GBP helps with getting reviews from customers, which is next on our&nbsp;list.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/google-my-business\/\">How to Optimize Your Google My Business Listing in 30 Minutes<\/a><\/em>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h.bs036rstn1hb\">Reviews (and ratings)<\/h3>\n\n\n\n<p>Let\u2019s look at another factor that impacts the map pack: customer reviews.<\/p>\n\n\n\n<p>Here\u2019s probably the most accurate way of explaining this: Customer reviews are a ranking factor impacting the order of results in the map pack, but they probably bear little importance for localized organic results.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/21-reviews-as-ranking-factor-opinions.png\" alt=\"Bar graph showing percentage of SEOs who think reviews are most important ranking factor for &quot;map pack&quot; and &quot;regular&quot; results, respectively\"><\/figure>\n<\/div>\n\n\n<p>Does Google take into account every piece of customer feedback on a business? Hard to say. Your best bet here is to pay special attention to reviews on your GBP and trusted third-party sites&nbsp;(G2, Capterra, Yelp,&nbsp;etc.).<\/p>\n\n\n\n<p>As in life, positive reviews will have a positive effect, and negative reviews will have a negative effect on your ranking.<\/p>\n\n\n\n<p>Let\u2019s not forget that rankings and ratings are clearly visible on the SERPs and will definitely leave an impression on the searchers.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> You can add rating markup to your schema so that Google may (or may not\u2014it\u2019s up to the search engine) show it in the organic search results.<\/div>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/06\/22-ratings-in-serps-example.png\" alt=\"Example of ratings under a result on Google SERP\"><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h.9s7mw89c2trk\">Final thoughts<\/h2>\n\n\n\n<p>On-page SEO and off-page SEO already seem like a lot to take in, but it\u2019s not the entire landscape of SEO. You will probably come across other types or subdisciplines of SEO, such as <a href=\"https:\/\/ahrefs.com\/seo\/technical-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/technical-seo\/\">technical SEO<\/a>, <a href=\"https:\/\/ahrefs.com\/seo\/local-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/local-seo\/\">local SEO<\/a>, <a href=\"https:\/\/ahrefs.com\/blog\/multilingual-seo\/\">multilingual SEO<\/a>, etc.<\/p>\n\n\n\n<p>How not to get lost in all that? Try our <a href=\"https:\/\/ahrefs.com\/seo\">SEO guide for beginners<\/a>&nbsp;or our beloved <a href=\"https:\/\/www.youtube.com\/watch?v=xsVTqzratPs\">YouTube channel<\/a>.<\/p>\n\n\n\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to know which one your website needs more? Read on to&nbsp;learn: What is on-page SEO? What is off-page SEO? Why are on-page SEO and off-page SEO important? What factors impact on-page SEO? What factors impact off-page SEO? On-page SEO<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":142687,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[412],"class_list":["post-142685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>On-Page vs. Off-Page SEO: Different but Equally Important<\/title>\n<meta name=\"description\" content=\"The first focuses on impacting SEO factors on a page; the latter focuses on factors outside of a page. 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