A successful SEO strategy combines on-page optimizations and off-page optimizations in order to improve search engine rankings. This is done by understanding and leveraging what we know about search engines and how they crawl and index websites.
On-Page SEO involves optimizations to your website’s code, content, information hierarchy, resulting sitemap, and meta data.
Optimizing website code, content, information hierarchy, and meta data can influence the way your audience, and a search engine, perceives your website and the information contained on its pages. Ensuring a website is optimized is the first way Webmasters can influence this perception in their favour.
Off-Page SEO involves acquiring clout from other websites through content marketing and publicity.
Search engine results are influenced by the number, quality, and relevance of the conversations around a particular brand and its website. Additionally, the sentiment of these conversations–whether positive or negative–can also affect what appears in search for specific user queries. Off-page optimization leverages brand communities, opinion leaders, influencers, brand advocates and evangelists, and their audiences, to spread brand awareness and build brand recall.