OnPage Optimization = any action taken on or at the site itself that makes it easier for search engines to index the page and associate it with individual keywords.
OffPage Optimization = actions that are not done on your own site, mainly those that involve setting backlinks and everything that goes with them.
Both approaches follow completely different strategies. They can be used separately from each other or as a supplement. Depending on the keyword, industry, desired radius and other factors, it is always necessary to decide on a case-by-case basis what measures are necessary to achieve the desired success.
Search engine technology is constantly changing to improve search quality for searchers. If a website is optimized for the search engine, this can and should always be done according to the current standards. At the same time, however, it also means that the one-time implementation of optimization measures will not be enough in the long term. In order to permanently achieve a good position in the search results, the trends for the evaluation of the pages by search engines must be observed. A regular review of the measures on your side and the necessary adjustment are therefore recommended.
Basically, a web presence OnPage should be optimized. This is the basic prerequisite for being listed on Google & Co.. The better and more targeted these measures are carried out, the greater the chances for good SERPs (Search Engine Ranking Position). Here, however, not “the more the better”, but rather “the more purposeful and thoughtful, the better”. With all OnPage measures one should always keep in mind that too obvious and exaggerated optimization of search engines is rated rather negatively. Search engines want to provide searchers with the best information about their specific search query and try to filter out the pages with the most relevant information.
OnPage optimization includes the following measures, for example:
The OnPage optimization is, so to speak, the prerequisite for an internet page to be displayed by a search engine when certain search terms are entered. The better and more advanced this type of search engine optimization is, the better the ranking within the search results. However, OnPage measures may eventually reach their limits. Especially if a page is to be optimized for a highly competitive keyword, further action needs to be taken – the measures of OffPage optimization.
The OffPage optimization is based mainly on the meaningful construction of so-called backlinks. Especially the search engine Google performs a link analysis to evaluate a page, which checks how many other websites are linked to a website. Google assumes that a website linked to from many other sites is, in principle, more interesting than a website to which no one links. At the same time, however, it is also looked at, from which pages are linked to a website and how high the “importance” of the page, is linked from the. In addition to quality, off-page optimization actually includes quantity. However, too fast a backlink build-up can also be considered manipulation and lead to disqualification as well as the loss of organic rankings.