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Off-Page vs. On-Page SEO: How Do You Develop a Strategy? Part 2

Off-page and on-page SEO are the two items which drive that traffic to your website in the first place. So think about what you want to sell and to whom.

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In part one of this blog, we explained the difference between on-page and off-page SEO. We established that off-page SEO is often completed by a website designer or coder behind the scenes, while on-page SEO is up to you.

The way that designers name your pages, write your code and house your website (i.e. search engines like some website platforms better than others) is what helps you. But how do you develop a strategy?

Before you even get started, we should remind you that a website is a powerful tool. It’s important to understand the way the tool works so you can use it to build your business.

Websites need to be carefully strategized to encompass (besides SEO):

  • Your business model;
  • Who you want to attract to your website, and;
  • What, exactly, you want them to do while they’re there.

Let’s walk through (or run, you can run – but not with scissors, please) a typical website scenario:

  • You get found on the internet
  • You capture your internet visitors information (i.e. opt-in, free taste, etc.)
  • You continually market until the person become a buyer (i.e. newsletter, magazine, etc.)
  • You ask them for referrals and give incentives to buy more

In other words, it all starts with your website and getting found on the internet. On-page and off-page SEO are the two items which drive that traffic to your website in the first place. So now what?

Think about what you want to sell and to whom. Now:

  • What are the top 20 keywords you use to talk about your product or service?
  • What are the related items folks may also be looking for?
  • Who buys your product and what is it used for?

Next, you’ll do some keyword research to determine which of these words, based on how many people are searching for them on the internet, to focus your campaign on.

Note that if you want local buyers, your keywords might look more like, “Pizza in Kalamazoo, MI.” Also note that you might have to get creative to avoid highly competitive words.  Instead of, “hair salon,” maybe you look at, “hair stylist.”

Finally, you’ll delve into a content strategy that works for you to promote these keywords and drive your buyers to your website also known as __________. (Hint: It’s the title of this blog!)

If you want to do some homework that relates to on-page SEO, here’s what you’ll do:

  • Look up 10 blogs on something related to your industry. Bookmark them. Get to know them like friends.
  • Join Facebook, Twitter and LinkedIn. Consider Pinterest, Quora, Instagram, Tumblr, YouTube, Diggit, and Reddit.
  • Come up with a blog calendar of at least two blogs per week that include the keywords above. Link the keywords in the blogs to the keywords on your website pages.
  • Develop a newsletter schedule of topics. If you have the budget, break your client base down into segments to better market to each niche.

You might be feeling a little overwhelmed after this lesson. We get it. Paradux Media helps people like you all the time.

We develop, implement and execute these strategies every single day for that very reason – they can be overwhelming, especially when you are just getting started with an SEO strategy.

And since I’m a copywriter, our final blog in this series will look at why you need me and what I do. Cool, right?


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Elspeth Misiaszek

When was the last time you wore tie-dye and Birkenstocks to a business meeting? Copywriter Elspeth Misiaszek initially joined the Paradux Media Group team to assist in updating some website language. Our clients love her down-to-earth style and intellectual, results-driven approach to marketing.

After over six years of small-business SEO and content writing experience, we couldn’t help but be impressed with Elspeth’s unique sales approach to copywriting. What she won’t tell you is that she has three degrees in English, Spanish and Criminology, speaks fluent Spanish, and is a Villanova University certified paralegal. (We had to ask her mother.)

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