Part 4 — On-page & Off-page SEO

The PM Playbook
4 min readSep 17, 2023

In the vast world of digital marketing, there’s a powerful strategy at the heart of it all: Search Engine Optimization (SEO). It’s the art and science of making your online presence more visible and appealing to search engines like Google, with the ultimate goal of attracting organic (non-paid) traffic to your website. SEO is not a one-size-fits-all approach; it’s a combination of various techniques, two of the most fundamental being on-page and off-page optimization. In this article, we’ll delve into the intricacies of these essential SEO components.

On-Page SEO

Think of on-page SEO as the blueprint for your website’s success. It involves optimizing individual web pages so that they rank higher in search engine results pages (SERPs) for specific keywords. Here are the key elements of on-page SEO:

  1. Keyword Research: It all starts with research. You need to identify the keywords and phrases your target audience uses when searching for products, services, or information related to your business. Tools like Google Keyword Planner and SEMrush can be your best friends in this process.
  2. Content Creation: Once you’ve got your keywords, it’s time to create valuable, relevant, and high-quality content that incorporates these keywords naturally. This content can take the form of blog posts, articles, product descriptions, or any other type of text-based content.
  3. Meta Tags: Your web pages should have optimized meta titles and meta descriptions. These are the snippets that appear in search results and provide a brief overview of your content. Make them compelling and include your target keywords.
  4. Header Tags: Proper use of header tags (H1, H2, H3, etc.) helps structure your content and makes it easier for both search engines and readers to understand. Include keywords where appropriate.
  5. Internal Linking: Link relevant pages within your website to one another. This not only helps users navigate but also spreads “link equity” throughout your site, improving overall SEO.
  6. URL Structure: Create clean, user-friendly URLs that incorporate keywords and accurately describe the content of the page.
  7. Image Optimization: If your content includes images, optimize them by using descriptive file names and adding alt text tags.

Off-Page SEO

While on-page SEO is about optimizing your website itself, off-page SEO is all about building your website’s reputation and authority across the internet. This involves activities and strategies that take place outside of your website. Here’s what you need to know:

  1. Backlink Building: Backlinks are like votes of confidence from other websites. When reputable sites link to your content, it signals to search engines that your site is trustworthy and authoritative. However, not all backlinks are created equal. Quality matters more than quantity.
  2. Social Media Engagement: Active engagement on social media platforms can indirectly impact your SEO. Sharing content, building a following, and encouraging social sharing can all boost your online presence.
  3. Guest Blogging: Writing guest posts for other websites in your industry can help you earn valuable backlinks and increase your authority as an expert in your field.
  4. Online Reviews: Positive reviews on platforms like Google My Business, Yelp, and industry-specific review sites can improve your local SEO and overall online reputation.
  5. Brand Mentions: Even if a website doesn’t link to your content, mentions of your brand name online can contribute to your off-page SEO. Tools like Google Alerts can help you track brand mentions.

The Synergy of On-Page and Off-Page SEO

It’s important to note that on-page and off-page SEO are not isolated strategies; they work hand in hand. A well-optimized website (on-page SEO) is more likely to attract backlinks and social shares (off-page SEO). Conversely, off-page SEO efforts can drive more traffic to your website, where well-optimized content can convert visitors into customers or subscribers.

How to create backlinks?

Find Your Target Websites: The first step is to find websites that are authoritative in the healthy cooking industry and related to your niche. Look for online presence-driven websites, such as cooking forums, nutrition websites, or food blogs.

Create relevant Content: Before requesting backlinks, make sure your site is filled with relevant, insightful content that other people in your niche will find useful. This could be a thorough guide on the advantages of a particular diet or a compilation of nutritious recipes.

Make a List of Possibile Link Partners: Make a list of blogs and websites in your niche that could be willing to link to your content. Ensure that the interests of their audience and theirs are reflected in your material.

Create customised outreach emails — to be sent to the administrators or editors of these websites. Describe yourself, the value of your content, and how it may help their audience in your email. Communicate with respect, politeness, and clarity.

Offer Guest Posts: Offering to create guest posts for other blogs in your niche is another efficient technique to build backlinks. You might ask for a hyperlink to your website within the guest post or in the author profile in exchange for your well-written content.

Utilise Existing Relationships: If you already have connections with other bloggers or website owners in your niche, contact them about possible backlink exchanges. If you have a history, they could be more inclined to link to your work.

Keep track of your outreach activities — Follow up by monitoring responses. If a website agrees to link to your content, make sure the backlink is added by following up. Be persistent, because it can take some time for your efforts to pay off.

Focus on collecting high-quality backlinks — from trustworthy websites, even if it results in obtaining fewer backlinks overall. Your SEO may be impacted more significantly by a few high-quality backlinks than by numerous low-quality ones.

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The PM Playbook

Open to Freelancing: Graphic design, content writing, Off-page SEO, Product manager, UX/UI designer. Actively looking for product opportunities.