On-Page and Off-Page SEO

Name: On-Page and Off-Page SEO
Author: Rick Hart

Learn techniques for on-page and off-page SEO

Preview the first lesson free — get full access to all 3 lessons.

Course: On-Demand

(upbeat music) As search engines analyze your page during the crawling process, they look at specific aspects of your content. When we say content, we mean the hypertext markup language, or HTML, of your page. Search engines look at the source code that the page is based on. Your browser interprets that code and displays what you actually see, but the search algorithm sees things that aren't displayed by the browser. Things like the head section of the HTML code, which includes the title tag, the meta-description of the page, meta tags that give instructions to the search algorithm, and hidden information. The part of the page that displays in the browser contains certain key HTML code signals. These include head tags, for example, H1, H2, H3, tables, image alt tags, and keywords. Keywords are the most obvious and talked about of the on-page SEO factors, but a search keyword is seldom just one word. It's often a multi-word phrase that a searcher uses to find what they're looking for. Keyword means any type of search phrase whether it's single or multi-word. Let's look at the factors that define on-page SEO. When scanning the HTML code, search engines look for the page's focus keyword in several locations. The title tag in the head section of the page, the meta description in the head section, the URL of the page, the H1 head tag, which is the most important head tag, other head tags in the first paragraph and in the last paragraph. By scanning these items, the search engine learns what the page is about. A repeated keyword tells the search engine that this keyword is the main focus of the page. It also considers synonyms and various reordering of the main keyword. The more variations it finds that make sense, the more it reinforces that keyword as the page's focus keyword, but there's a limit. If the search engine sees the keyword repeated in an unnatural way, it will penalize the page. If a human would notice it's overused, it's likely the search engine will, too. How do you make sure the focus keyword is clear to search engines? Just write normally and focus on readability for humans first. A well-written page will naturally reuse the keyword and its variations. The locations where you'll want your keyword are: The title tag, the URL, the first sentence on the page, the last sentence on the page, the first H1 tag, and internal links from other pages on your site to that page. Knowing some HTML will be very helpful as a search engine optimizer. You'll often wanna look under the hood at the source code of your site and your competition sites to check for various on-page elements and HTML tags that are important to SEO. The goal of an online marketing tactic may not always be to sell something. Other key performance indicators, or KPIs, could be important to your business. Sometimes intermediate actions indicate buying intention, even if they don't indicate bottom of the funnel intention. For example, if someone is just beginning their search for a solution to a problem, top of the funnel, we still want to attract them to our page. Maybe we'll entice them to join our marketing funnel with an email signup and get them to remember us. This could be an opportunity to pre-sell with credibility and trust that might get them to come back when they are ready to buy. Keyword research is about finding the best possible keywords that will have a higher search ranking. It'll help to use keywords that have high demand but low supply. Fewer sites are optimized for that keyword but a lot of searchers want it. How do we find those keywords? There are some tools available, like Google Keyword Planner, Semrush, Moz Keyword Explorer, SOOVLE, and Ahrefs Keyword Explorer. Some of these tools are free, but some charge a monthly subscription. Another topic of SEO discussion is long-tail keywords, which are more specific and usually longer than more common keywords. Long-tail keywords get less search traffic but will usually have a higher conversion value. They're more specific to a searcher's intent. They allow you to gradually get more traffic to your site and be found by new and specialized audiences. A good source of long-tail keywords is the Google keyword suggestions you get when you do a search. This Google feature shows search suggestions when you are entering a key phrase. Often, these are the long-tail phrases you're looking for and indicate Google has already shown a preference for these phrases. Here's what that section looks like when you search. Suggested keywords help your content resonate with your audience for successful search engine optimization. Website navigation gives search engines their first links involved with your site. Here's an example of the HTML code for an on-page hyperlink. The first part is where the link leads on the internet, the URL of the page, and the second part, called the anchor text, is what the user sees in the browser or perhaps in an email. Search engines follow these links when crawling a page and also keep track of the wording in the anchor text.

Intermediate Provider : Rick Hart 3 Lessons · 9m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

When search engines analyze a web page, they look not only at the page itself but also at other websites that have linked to that page. According to a search engine algorithm, a link from another website means a vote for that page to be considered relevant. Google considers these votes when determining whether or not to rank a page highly. Successful SEO requires optimizing for both on-page and off-page factors. As a search engine optimizer, understanding how to get these on-page and off-page factors right is the key to ranking high and getting the free traffic that search engines can supply if your page ranks highly.

In On-Page and Off-Page SEO, we will discuss what information you should consider putting on your web page, where you should put the information, and why. We will also explain why links from other websites are critical for ranking highly on search engine results pages.

What You'll Learn

Understand how backlinks function as votes that influence search engine rankings
Identify on-page SEO factors, including what information to put on a web page and where
Identify off-page SEO factors and why links from other websites matter
Explain why links from other websites are critical for ranking highly on search engine results pages
Optimize a page for both on-page and off-page factors to rank higher and earn free search traffic

Key Takeaways

Search engines analyze not only the web page itself but also other websites that link to it.
A link from another website acts as a vote that a page is relevant, which Google considers when ranking pages.
Successful SEO requires optimizing for both on-page and off-page factors.
Ranking highly on search engine results pages can supply free traffic to a web page.
The course covers what information to put on a web page, where to put it, and why, along with why external links are critical.

Frequently Asked Questions

What does this course cover?

On-Page and Off-Page SEO discusses what information you should put on your web page, where to put it, and why, and explains why links from other websites are critical for ranking highly on search engine results pages.

What will I learn about backlinks?

You will understand backlinks for SEO, including how a link from another website acts as a vote for a page's relevance that Google considers when determining whether to rank a page highly.

What lessons are included in this course?

The course includes three lessons: On-Page SEO, Off-Page SEO, and SEO Expectations.

What skills does this course help build?

It helps build skills in Advanced Search Engine Optimization, Landing Page Optimization, Off-Page Optimization (SEO), PageRank, Search Engine Optimization, and Website Optimization.

Why are both on-page and off-page factors important?

Successful SEO requires optimizing for both on-page and off-page factors; getting these right is the key to ranking high and getting the free traffic that search engines can supply when your page ranks highly.