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On page refers to how you organise your actual web pages in terms of your keywords.This involves matters of keyword density, the terms you put in the various html tagsand headers, and the names you give to your pages and internal links.
Off page refers to your site's relationship with the rest of the internet, in otherwords, the links it has to websites and directories. These links, whether to othersites or to directories, are seen as a vote for your site. This evolved from Googlebeing based on the academic writing model which judges the worth of a text by thenumber of citations it has from other texts.
So what does this mean for you in practical terms?
Firstly, you need to optimise your web content thematically around relevant keywordsthat people are actually searching for. Then the visitors to your site are morelikely to be interested in your product or service. This requires keyword researchexpertise. This work is complex and best contracted to search engine optimisationcompanies and SEO agencies.
Then you need to to build your web content around these words and phrases whilekeeping the text natural and interesting. In this regard, the content of your siteis probably the most important factor for a successful SEO strategy.
Another thing to do is regularly update your website with fresh content. The aim isto provide a valuable user experience. The search engines reward sites thatcontinually update their content by giving them higher rankings. Plus, the internallinking of your site can influence your SEO status. So make sure your links havemeaningful, keyword-based anchor text.
As for off site optimisation, you should work on steadily building up links. If yourcontent is valuable you'll probably get other webmasters linking to you. Or you canactively seek out sites with similar themes to your own and contact the webmaster torequest reciprocal links. As for submitting link requests to directories, it' betterto outsource this task. There are thousands of directories with varyingrequirements. Doing the job yourself would be very time consuming.
Stay away from black hat techniques such as tricks like cloaking, hidden text, andkeyword packing. They might give you a quick burst of traffic but soon lead to yoursite being de-indexed. At the end of the day, the websites that achieve a lastingSEO success are ones that give the searcher what he wants, in other words, relevantcontent.
The ever shifting landscape of SEO needs a professional's touch. Not only is theinitial optimisation a complex affair but you need a pro on hand to deal with thefrequent changes to search engine policies and algorithms. The use of SEOSpecialists and SEO consultants can give you that edge you need to compete in thecrowded online world. And if you're involved in SEM, then search engine optimisationcompanies with access to SEM consulants are a must.
