All measures and adjustments that are made on your own website are referred to as on-page optimization. In addition to many technical factors, this also includes content and structural aspects. It starts with the selection of suitable keywords for which you want to achieve good positions in the search results. For this, appealing and suitable content must be created in the form of texts, images and videos. The content is then technically prepared so that the Googlebot can recognize the content and relevance of the keyword when it is crawled.
On page optimization
The structure of the page is represented by suitable internal links. There are also technical factors such as XML sitemaps, control of the crawling via the robots.txt file and the use of the canonical tag. The latter avoids duplicate content. The usability of the page in connection with a user-friendly design can also be optimized, as well as the loading speed (performance) of the website. Since the search engines do not publish the way they work, which determines the rankings, there are no standard instructions for perfect optimization. However, not only the website itself, but also its strong sub-pages (top pages) should be optimized. Over 80% of the search engine entry into the sub-pages of a website. There are a number of "best practices" that have been determined through empirical values ​​and extensive tests.
On-page optimization should always precede off-page optimization.
Off page optimization
OffPage optimization is about building the reputation (good reputation) of a website. This can be done less through changes to the website itself, as is the case with OnPage optimization. Instead, the reputation of a page is mainly determined by the backlinks. These are links that point from another to your own website. This link popularity is very likely to play a significant role in the ranking for search engines like Google. In general, the more backlinks to a page, the higher its popularity. There are basically several methods to achieve this. According to Google, the best way is to just do nothing. As soon as the content of a website represents added value for the user, the user will recommend the page visited in the form of a backlink to their own website.
Content of a website
Content: In the media industry, the term has long been established as a term for content that is available as text, video, audio or in digital form and is distributed through a specific medium. In the Internet medium, content is used differently depending on the meaning. Content primarily refers to the content of a website.
Texts: It is therefore best to seduce the web reader in exactly the same way as you do with the print reader. On this point, offline is little different from online. In general, a web author writes texts for the Internet a little more powerful and harder than a print author. The author thinks multimedia and interactive when texting for the Internet. This shows the strength of the Internet: it adds information such as videos, pictures, slideshows, original documents or links, which does not disturb the flow of text. In this way, he not only improves his credibility. A reader prefers to look left before right and above before below. Other elements such as photos or videos change this course of the gaze. But if you have these coordinates in mind, you will put important information in the top left corner and less important information in the scroll area.
Goolge (Robots) meanwhile reads the content of your website very carefully and evaluates the added value for the "seekers". Content with added value will be found higher up in search engines than without it.