If you want to rank in Google and get free traffic, you need to understand both sides of the SEO equation: on-page SEO and off-page SEO.
The easiest way to think about it? On-page SEO is what you say about yourself. Off-page SEO is what others say about you.
What Is On-Page SEO?
On-page SEO refers to everything you control on your own website to help search engines understand and rank your content. It’s the technical and content-side of your pages that makes things “click” with Google.
Key elements of on-page SEO include:
- Keywords: Placing your target keyword in the title, URL, and headers
- Content Structure: Using headings (H2, H3), bullet points, and logical flow
- Internal Linking: Linking to related blog posts or pages on your own site
- Image Optimization: Adding alt text, compressed images, and proper filenames
- Meta Descriptions & Titles: These tell Google what your page is about in search results
Basically, on-page SEO helps Google understand what your page is about—and how relevant it is to what people are searching for.
What Is Off-Page SEO?
Off-page SEO refers to anything that happens outside your website that impacts your rankings. The biggest piece of this is backlinks—links from other websites pointing to your content.
Why do backlinks matter? Because they’re like trust signals. When a site links to you, it’s basically saying, “Hey, this content is worth checking out.” The more quality backlinks you have, the more authority your site builds with search engines.
Other forms of off-page SEO include:
- Brand mentions on social media or other websites
- Guest posting on other blogs
- Answering questions in forums like Quora or Reddit
You Need Both
On-page SEO gets your content properly structured. Off-page SEO helps prove to Google that your site deserves to rank.
You won’t succeed with just one. A beautifully optimized post won’t rank if nobody links to it. But you also won’t get backlinks if your content is a mess.
Start With On-Page, Then Build Out
If you’re new to SEO, start by getting your on-page setup right:
- Pick long-tail keywords
- Use headers and short paragraphs
- Add internal links to related posts
- Optimize your images and add alt text
Once your content is in good shape, start working on your off-page strategy:
- Write helpful guest posts and include links back to your site
- Answer questions in forums or Facebook groups with links to your blog
- Create shareable content like checklists or tools others might link to
Final Thoughts
Think of SEO like building a reputation. Your on-page SEO is your message. Your off-page SEO is your credibility.
When you get both working together, search engines take notice—and free traffic follows.
Want more no-fluff answers to common traffic questions? Check out the full 104 Free Advertising Questions series over at ForgedSite.com.
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