Two sides of the same coin – On Page & Off Page SEO

Introduction

I’m going to start this field note by congratulating myself for finishing a new website – nothing new you’d think there. But if I told you that this website is for myself then that makes it a little bit different. Every business owner that I’ve met struggles with doing what they do for themselves – you’ve heard of the builder whose house is falling down? Well, my website wasn’t falling down but it was a bit dated. It was only 2 years old but technology and design move so fast. And I don’t mind telling you that I almost lost a client because of it.

But it’s done now so that’s a big thing off my to do list and I can get back to marketing. I got myself stuck in a vicious cycle of thinking – I can’t send someone to my website because it needs updating. And there’s no point in adding something new to it because it needs changed – I have the same struggles as non-web designers too sometimes.

But here I am now publishing this article on my new site – hooray!

On Page SEO or Off Page SEO

The topic for today is “on page SEO” and “off page SEO”.

When someone says I’ll do some SEO work (off page SEO) for you it won’t work if your website hasn’t had the technical SEO work (on page SEO) done.

Its the on page SEO work that gives a website “magnetic qualities”. Its the off page SEO campaigns that get people closer to the site so that the “magnetic qualities” pulls them closer, nicely of course,

They are two sides of the same coin. The coin being SEO. Off page SEO campaigns won’t get more people seeing your website if the website hasn’t had the on page SEO implemented.

If you’ve ever worked with a reputable SEO company then you would have noticed that the first thing they do is work on optimising the website.

Questions for your website designer

If you’re having a new website built for you ask if they are going to do the on page SEO. If they say that they are installing a plugin or that the framework is SEO friendly ask some of these questions:

• How do you ensure that the website loads quickly for visitors?
  • This checks if they’re optimising images, scripts, and using other techniques to improve site speed.
• What steps do you take to make the website mobile-friendly?
  • Ensures they understand the importance of responsive design and mobile usability.
• How do you conduct keyword research and analysis for my website?
  • This asks about their process for identifying the best keywords based on search volume, competition, and relevance to your business.
• How do you choose the keywords to focus on for my website?
  • This checks if they’re selecting keywords based on solid research rather than just guessing or using generic terms.
• What tools do you use for keyword analysis?
  • Ensures they’re using professional tools to find the most relevant and profitable keywords for your business.
• How do you handle meta tags like titles and descriptions?
  • Asks whether they’re optimising these tags for search engines, which plugins alone might not do effectively.
• Can you show me how you organise the website’s content structure?
  • You’re asking if they use proper heading tags (H1, H2, etc.) and organise content logically for both users and search engines.
• How do you decide where to place keywords on the website?
  • This asks whether they strategically place keywords in important areas like headings, content, URLs, and meta descriptions.
• What’s your approach to internal linking within the website?
  • Checks if they’re building a clear path for SEO spiders to follow, improving site navigation and SEO.
• How do you make sure the website is secure?
  • Ensures they’re using HTTPS and other security measures, which are important for SEO.
• Do you create and submit sitemaps for search engines?
  • Confirms they’re helping search engines index your pages correctly.
• How do you deal with broken links or missing pages?
  • Asks if they’re monitoring for and fixing 404 errors and other issues that can harm SEO.
• What do you do to optimise images for search engines?
  • Ensures they’re using alt text, proper file names, and optimised file sizes.
• Can you explain how you balance using keywords and keeping the content natural?
  • Ensures they’re avoiding keyword stuffing and focusing on user-friendly, engaging content.
• How do you track the performance of the website’s SEO and the keywords over time?
  • Asks if they’re monitoring keyword rankings and overall SEO performance, making adjustments as needed.

Whenever I go shopping for a service that I don’t know very much about I do do my research. And while I might not fully understand the answers I understand enough to know if ‘m hiring an expert or not.

Conclusion

On page SEO is the first side of the coin that needs addressing. Your web designer might do this if they are also an SEO expert. Or, if you start working with an SEO consultant they will audit the website and knock it into shape before doing any off page SEO. It is worth noting that not all websites can be optimised and ethical SEO companies will tell you that.