When getting acquainted with digital marketing solutions, it can seem like the more you learn, the more the concepts will branch off. As soon as one learns what search engine optimization is and interchangeable terms like “organic” search, then there are more layers to it such as “on page” and “off page.” This blog will simplify what these terms mean so that you will better understand digital marketing through an introduction to on page vs off page SEO.
What On Page and Off Page SEO Means
“Page” means on the website itself, either a specific web page you are optimizing for, or content throughout entire site. With On page vs off page SEO, Google not only looks at your website for indicators that your practice is a trusted source of medical information, but it also looks for other online endorsements for your medical practice. The truth is that anyone can set up a website that is built for SEO and looks legitimate, but with those external confirmations that it is a real business, it gains credibility.
On page SEO is like getting your medical facility up to code. Off page SEO is like having a building inspector, fire safety inspector, and elevator inspector issue a certificate that everything up to code. So, on site SEO is about maintaining the quality of your website, and off site SEO is that additional context that confirms your medical practice is a trustworthy source of healthcare services.
In summary, on site vs off site SEO is a strategy that optimizes your website so that Google knows your medical practice is a valuable resource for online information. Off page SEO continues to build up the value of your medical practice brand through external validation like links from other sites and social media data.
Unpacking On Page SEO: The Cornerstone of Your Website’s Success
On and off site SEO serves as the blueprint for your website’s success—laying the groundwork for improved visibility, increased organic traffic, and a seamless user experience. At its core, on page SEO involves optimizing various elements within your website to build a user-friendly, information-rich digital space that search engines love. On page vs off page SEO begins with a strategy that includes keyword-rich content, intuitive design, linking structure, and more.
Content Quality: The Heart of On Site SEO
Because they are not serving much of a purpose, websites without much valuable content will not get much engagement. The expectation for modern websites is that they provide an exceptional user experience and align with Google’s standards through SEO.
Website content serves several functions. When published with the right keyword density, website content gives Google an accurate picture of what your website is about and what specific audience it was created for. Website content also builds trust with consumers. When you demonstrate your knowledge through educational resources and blog articles, this says to patients that your practice understands medical issues in depth.
Mastering HTML Optimization: Titles, Tags, and Meta Descriptions
HTML, titles tags, alt text, anchor text, and meta descriptions are more technical terms you run into when learning about on site SEO. When publishing websites content, there is a standard to how each page is structured for ease of reading for both Google’s crawlers and human visitors. Some of this will show up on the individual page and some of it will only appear on the search results page (SERP).
Well-crafted title tags and clear and concise meta descriptions serve as the “teaser” appearing in search results to entice potential patients to click on your link. However, the tight spaces in Google search results mean that titles and meta descriptions should be under a certain character limit. So, with these bits, it’s best to lead with the most important information first.
Two other important factors in your HTML optimization are the inclusion of alt text for images, and effective use of anchor text for internal linking. Alt text provides a text alternative for images on web pages, which is vital for users who rely on screen readers, enhancing the user experience. Moreover, it helps search engines understand the content of the images, contributing to improved SEO performance.
Anchor text, the clickable words in a hyperlink, is essential for internal linking and helps create a network within your website. It guides users to relevant content and keeps them engaged with your website. Thoughtful use of anchor text also signals to search engines the relevancy of linked pages, making it important for an on page SEO strategy.
Technical SEO: Speed and Security as Ranking Factor
Humans don’t like websites that load slowly and aren’t secure and neither does Google. Consumers are used to websites that work just as fast as their high-speed internet. Website visitors also expect that websites they visit will have security protection in place. Internet browsers will even warn users if a website is not secure before they can proceed to the website. Maintaining fast load times and following standard security protocols like security sockets layer (SSL) helps your website avoid a loss in search ranking.
Additionally, you can use Google’s Core Web Vitals report to check these technical factors. Google’s Core Web Vitals focus on loading performance, interactivity, and visual stability, providing valuable insights to optimize these key areas, ensuring your website not only meets but exceeds the modern standards for speed, engagement, and stability.
Enhancing User Experience: Beyond Keywords
Websites that are intuitively designed, easy to navigate, and visually engaging will encourage website visitors to stay on the website longer. When site visitors stay on the page rather than hop to another website, this signals to Google that your website has what users are looking for according to their search queries.
On top of intuitive design, optimizing for mobile devices is another essential piece of the puzzle. With mobile friendliness playing a key role in modern website design, ensuring that your site is responsive and user-friendly on both desktop and mobile is required to maintain engagement and enhancing overall user satisfaction.
Off Page SEO: Strengthening Your Online Presence
Think of search engines as librarians in a vast internet library. The librarians will fetch the most helpful resources for the patron’s question. Off site SEO is like that display of featured titles. For example, all the titles that one a literary award are placed on a prominently displayed shelf.
Websites that establish credibility, trustworthiness, and relevance are more likely to rank higher in search engine results. This is what digital marketers call SEO authority, serving as the digital reputation of a website. Backlinks, social media, and online reviews are some of the most pursued methods to strengthen the online presence of healthcare brands.
The Power of Link Building: Earning Quality Backlinks
Someone texts a friend about a problem they’re having. The friend sends them a link to a blog that helped them with the same issue. This is like how backlinking works. One website links to another trusted website to provide additional resources for readers.
While some backlinks happen naturally, there are digital marketers who work full time to scout backlinking opportunities for a client’s SEO. But the backlinks must make sense. For example, it would not make sense for a day care center to be linked to a liquor store. Rather, these off page experts look for websites with high “domain” authority that are relevant to the client’s industry.
Creating valuable content, and guest blogging are other ways to gain valuable backlinks as well. For example, a blog puts out a report of their survey findings, and several other blogs backlink to the study to validate their claims. Or a medical business blog asks to publish a guest blog on a medical journal website.
Leveraging Social Media and Video Platforms for SEO
Search engines like Google consider social signals, such as likes, shares, and comments, as indicators of content relevance and popularity. When a social media user posts a link to your blog article, this acts as a backlink (as explained above). Content that receives positive engagement on social media may be perceived more favorably by search engines, potentially leading to improved search rankings.
To leverage social media and video content platforms effectively for off page SEO, medical practice digital strategy should focus on creating shareable, informative, and engaging content. Regularly updating social media profiles and utilizing video content that addresses common medical queries or highlights the practice’s expertise can positively impact the practice’s online visibility and SEO performance.
Building Reputation and Authority through Reviews and Social Proof
Social proof and reviews can assist off page SEO by helping boost a website’s authority and reputation, particularly in local search results. Positive reviews not only enhance online credibility but also signal to search engines that other users can vouch for your healthcare services. Activity on social media channels and review platforms send more signals to Google that your medical practice is a trusted source for care, thus strengthening your SEO.
Summary and Comparative Analysis: On Page vs Off Page SEO
On page vs off page SEO are two sides of the same coin with SEO strategy. While different tactics are involved with each, the end goal is the same: to increase your website’s visibility and authority, leading to improved rankings.
On site SEO optimization is the direct control changes you can make, such as improving your content, checking your site’s speed, or enhancing the user experience and impacts that can be seen relatively quickly. On the other hand, off site SEO are indirect factors that contextualize your website influencing its reputation and authority. These factors, while indirect, provide long-term benefits by boosting your site’s standing in the eyes of search engines.
SEO on page vs off page is all about crafting a balanced strategy that addresses both on page details and off page relationships, having each work together to improve a website’s presence in search engine results. With the ultimate goal of improving your website’s visibility and ranking on search engines, your medical practice website needs both the solid groundwork of on site SEO and the reputation-building power of off site SEO.
Get Your Digital Strategy on the Right Track with Proven Practice Marketing Solutions
If learning all about on page vs off page SEO seems like a second job, that’s because it requires many hours of work. The success of your healthcare digital marketing investment depends upon focused and consistent efforts based on the most current best practices. Our digital marketing experts cover both on and off site SEO by optimizing your website and managing your social media accounts while tending to your online reputation. Reach out to learn more about how you can supercharge your medical practice’s appeal online.
