With the increased popularity and usage of the internet, web based businesses using SEO techniques gain a major advantage over their competitors. Two main kinds of search engine optimization that are most commonly being used are the on-page optimization and the off-page optimization.

On-page optimization

On-page optimization is the simplest of them and relates to the contents and elements present on the web page itself. Most people visit the various sites on the internet due to the fresh and quality content available on them. Therefore Search engines are primarily interested in knowing the quality and uniqueness of the content written on a web page. Also Search engine bots or robots are not capable of reading images or scripting languages like the like JavaScript. So the only thing that they rely on is the pure text written on the web page. The changes or optimization done to the content of the web page in order to increase its appearance on the search results page is known as On-page optimization.

Off-page Optimization

Earlier most web based business use on page optimization techniques to increase traffic on their sites. But due to the over exploitation of this technique the benefits derived through this technique gradually reduced and off page optimization techniques gained popularity. It refers to optimization techniques that are not directly implemented on the web page and HTML files, but helps to improve the ranking of web page in the search results.

The most important technique for improving the position of a particular web page on the search results is by linking it to other pages having content about similar or related topics. All search engines including Google decides an authority site for particular key words or phrases. Most visitors like to visit sites that contain links to similar or related contents. If your site also contains links to many other sites, Google might judge it as the authority site, thus increasing the traffic to your site. This also helps to improve your site’s position on the search results page. The links might sometimes be reciprocal i.e. the site your site link to, might also provide a reciprocal link to your site. But, most of the times these links are non- reciprocal or one-way only. This denotes that your site might be important to other websites, but you might not consider the same for their site.

Both on-page and off-page optimization have their own set of importance. For those in a relatively uncompetitive market can get a higher listing in the search results just by making use of good on-page optimization. With the increasing complexity in competition back links or off page optimization is a must for heading your way to success.