If you want to achieve high search engine rankings for your website, you need to strike the perfect balance between your on page optimisation and off page optimisation (explanations below)
On page optimisation
Your website and it’s web pages are reviewed by search engines on a regular basis. Search engines analyse many factors (some over 200 factors) including:
Text and Keywords contained within your web pages
Elements used on your website
How many web pages your site contains
Internal Links to other pages within your site
Links to external websites
The robots.txt file of your website.
The HTML code of your web pages.
All of these factors and more can make a huge difference to how search engines rank your web pages, including Google. It is relatively easy to change on page optimisation, but it takes a clear plan and strategy to get the best results.
Off page optimisation
Off page optimisation covers areas which are largely beyond your control, including:
The number of backlinks that point to your website
Quality of backlinks that point to your website
How often your website is mentioned on social media sites
The number of Likes, Google +1 clicks, etc.
Search engines use both on page optimisation and off page optimisation to determine where your web pages should appear within their search results.
The right balance leads to the best results
Some companies invest their money in on-site optimisation; others swear that links from other websites are the only way to get high rankings on Google.
Depending on the keywords for which you optimise your website, you can achieve good results with both methods.
The best results, however, come from combining both methods.
Finding the perfect balance can be a difficult task. That’s why we properly analyse client websites and web pages to determine exactly what level of on page and off page optimisation is required in each case. No one client is ever the same. Needs vary considerably between websites.