The Balance of Search Engine Optimisation
Balance is as key in search engine optimisation as it is in most aspects of life. To achieve a balance in work/home relationships, or any other sphere takes an amount of time, patience, and no little amount of common sense to achieve, in my experience. Search engine optimisation is actually no different to this.
To get the best possible rankings for your website on Google, Yahoo/Bing and other search engines, you have to find the perfect balance of on-site and off-site factors.
Easy to do: on-site ranking factors
On-site ranking factors are the elements on your website which will affect the position of your website on search engines:
The text and the key phrases that you use on your web pages.
The elements which are used on your web pages.
The quality of the code, and cross compatibility of your website.
The number of web pages on your website.
The links on your web pages to other pages of your site.
The links on your web pages to other websites.
The navigational structure of your website.
The robots.txt of your site.
The HTML code of your web pages.
All of these factors can (and likely will) influence the position of your website on Google. If you understand web code, your competitors’ site build, and have a degree of common sense, normally it is pretty easy to get this side of things right.
More difficult: off-site ranking factors
Off-site optimisation ranking factors are the ranking factors that are largely beyond your control:
The number of back-links that point to your website.
The quality of the back-links 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-site factors and off-size factors to determine the position of a web page on the search result page.
It’s a Balancing Act Which Delivers Results
Some webmasters invest most of their time in on-site optimisation. Others swear that links from other websites are the only way to get high rankings on Google.
Depending on the key phrases for which you optimise your website, you can achieve good results with both methods.
You will get the best results however, if you combine both methods. Optimised on-page factors make it easy for search engines to list your page for the right keywords.
Improved off-site factors show search engines that other people also find your website relevant to a particular topic.