What Is On Page SEO?
Table of Contents
What Is On Page SEO? Learn Here!
On Page SEO Elements
The competition for achieving a high ranking on Google search results has intensified significantly. Compared to a decade ago, the process has become more intricate and involved, presenting greater challenges for SEO specialists and agencies.
Presently, there is a noticeable emphasis on off-page and technical aspects by many experts and agencies, including activities like link building and code optimization. However, it is crucial not to overlook the significance of on-page factors. In order to effectively increase organic traffic and enhance search rankings, it is essential to manage all aspects of SEO for your web pages.
This guide has been created to address the importance of on-page SEO and provide insights into the key elements that require optimization for achieving success in this regard.
On Page SEO Overview
On-page SEO is a fundamental aspect of search engine optimization that focuses on optimizing individual web pages to improve their visibility and rankings in search engine results. It involves optimizing various on-page elements, such as content, meta tags, URLs, headings, and internal links, to make them more relevant and user-friendly.
One of the key components of on-page SEO is keyword optimization. By conducting thorough keyword research and strategically incorporating relevant keywords into the body, headings, and meta tags, web pages can rank higher for specific search queries. This helps search engines understand the context and relevance of the page, making it more likely to be displayed to users searching for related information.
In addition to keyword optimization, on-page SEO also focuses on creating high-quality content that meets the needs of the target audience. Well-written and informative content not only attracts and engages users but also increases the chances of earning backlinks and social shares, further boosting the page’s visibility and authority. Proper structuring of headings, optimization of images, and ensuring fast page loading times are other crucial aspects of on-page SEO that contribute to a positive user experience and improved search engine rankings.
Overall, on-page SEO plays a vital role in optimizing individual web pages to meet the criteria and preferences of search engines, leading to higher visibility, increased organic traffic, and improved user engagement. By implementing effective on-page optimization techniques, websites can enhance their chances of ranking well in search results and reaching their target audience effectively.
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On Page SEO Vs. Off Page SEO
On-page SEO and off-page SEO are two essential components of search engine optimization that work together to improve a website’s visibility and rankings in search engine results. While they both aim to enhance a website’s overall performance, they focus on different aspects and employ distinct strategies.
On Page SEO
On-page SEO primarily involves optimizing the elements within the web page itself. This includes keyword optimization, creating high-quality and relevant content, optimizing meta tags and URLs, structuring headings, internal linking, image optimization, and ensuring a fast and user-friendly website experience. On-page SEO is within the control of website owners and can directly influence how search engines interpret and rank the content. It lays the foundation for a well-optimized website and ensures that search engines understand the relevance and quality of the page’s content.
Off Page SEO
Off-page SEO refers to activities performed outside the website to improve its visibility and authority. Off-page SEO mainly revolves around building external signals and establishing the website’s credibility and reputation. This includes acquiring high-quality backlinks from authoritative websites, social media promotion and engagement, influencer marketing, guest blogging, online PR, and brand mentions. Off-page SEO helps search engines evaluate the website’s popularity and authority based on external factors, indicating that other reputable sources vouch for the website’s content and credibility.
Comparing The Two
While both on-page and off-page SEO are crucial, on-page SEO lays the foundation for a well-optimized website, ensuring its content is relevant and easily accessible to search engines. It establishes the structure, relevance, and user-friendliness of the website. Off-page SEO, on the other hand, focuses on building the website’s authority and reputation through external signals and signals of trust from other reputable sources.
In summary, on-page SEO and off-page SEO are interrelated and work hand in hand to improve a website’s visibility and search engine rankings. On-page SEO optimizes the content and structure of the website itself, while off-page SEO focuses on building credibility and authority through external signals like backlinks and social signals. A comprehensive SEO strategy incorporates both on-page and off-page optimization techniques to achieve optimal results.
The Importance Of On Page SEO
- On-page SEO helps search engines understand the content and relevance of a web page, improving its chances of ranking higher in search results.
- Optimizing on-page elements such as keywords, meta tags, and headings increases the visibility and click-through rates from search engine results pages (SERPs).
- Well-optimized on-page elements provide a better user experience by making the website more readable, navigable, and user-friendly.
- On-page SEO ensures that search engines can crawl and index the web page effectively, improving its chances of being included in search results.
- By optimizing on-page elements, websites can target specific keywords and search queries, attracting more relevant organic traffic.
- On-page SEO lays the foundation for off-page SEO efforts by creating high-quality content that is link-worthy and shareable.
- Properly optimized on-page elements contribute to a positive user experience, reducing bounce rates and increasing user engagement.
- On-page SEO allows website owners to have more control over their website's optimization, making it easier to implement and monitor changes and improvements.
- Well-optimized on-page elements improve the overall credibility and authority of the website, leading to higher search engine rankings.
- On-page SEO is an ongoing process that needs to be regularly reviewed and updated to align with search engine algorithm changes and user preferences.
Actionable On Page SEO Elements
1. Title Tags
The title tag is an important on-page SEO element that appears as the clickable headline in search engine results pages (SERPs). It is a concise and descriptive HTML tag that provides a brief overview of the content on a web page. The title tag is displayed as the headline when a webpage appears in search engine results and serves as a crucial factor in determining click-through rates and attracting user attention. Importance of the title tag in on-page SEO:
Keyword Optimization: Including relevant keywords in the title tag helps search engines understand the topic and relevance of the web page, improving its visibility for specific search queries.
User-Friendly Descriptions: The title tag provides a concise description of the page’s content, helping users quickly assess its relevance to their search intent. A well-crafted and compelling title can increase click-through rates and drive more organic traffic to the website
SERP Visibility: The title tag is prominently displayed in search engine results, making it one of the first elements users see when deciding which result to click on. A clear and appealing title can make the webpage stand out among competitors and improve its visibility in SERPs.
Branding and Consistency: Incorporating the brand name or website name in the title tag helps establish brand recognition and reinforces the website’s identity. Consistently using the brand name in title tags across web pages can enhance brand visibility and recall.
Social Sharing: When web pages are shared on social media platforms or other websites, the title tag often appears as the default title for the shared link. A compelling title can encourage more social sharing and increase the visibility and reach of the content.
Search Engine Rankings: While search engines consider various factors for ranking web pages, including the title tag as an optimized and relevant element can contribute to higher search engine rankings.
It is important to craft unique, accurate, and descriptive title tags for each web page, incorporating relevant keywords and compelling language to attract both search engines and users. By optimizing the title tag, websites can improve their click-through rates, enhance visibility in search results, and drive more targeted traffic to their pages.
2. E-E-A-T-T
The acronym E-A-T represents Expertise, Authoritativeness, and Trustworthiness. It was introduced by Google as part of their search quality guidelines to assess the quality and reliability of web pages and websites. E-A-T plays a vital role in determining the search engine rankings of websites, particularly for topics that require a high level of trust and accuracy, such as medical, financial, and legal information. Here is an explanation of E-A-T and its significance in on-page SEO:
Expertise: Demonstrating expertise involves providing valuable, accurate, and well-researched content that showcases the author’s knowledge and proficiency in the subject matter. Websites that exhibit expert content are more likely to rank higher in search results because they are seen as reliable sources of information.
Authoritativeness: Establishing authoritativeness requires building a strong reputation and authority within a specific industry or topic. This can be accomplished through factors such as having reputable authors, receiving citations and references from other authoritative sources, and obtaining positive feedback and reviews from users.
Trustworthiness: Trustworthiness entails gaining the trust of users and search engines by providing reliable and dependable information. Websites that present clear and transparent information, employ professional designs, use secure protocols like HTTPS, and provide accurate citations and references are considered more trustworthy.
The importance of E-A-T in on-page SEO lies in creating high-quality content that fulfills these criteria. By demonstrating expertise, authority, and trustworthiness, websites can enhance their credibility, earn user trust, and improve their chances of ranking well in search results. It is crucial to exhibit expertise by offering well-researched and accurate information, establish authoritativeness through industry recognition and reputation-building efforts, and prioritize trustworthiness through transparency and reliable content sources.
3. URL
A URL (Uniform Resource Locator) is a specific web address that provides the location of a resource, such as a web page, document, image, or video, on the internet. It serves as the unique identifier for accessing and retrieving the resource from a web server. Here are some key points about URLs and their significance in on-page SEO:
Structure and Readability: URLs should be structured in a way that is easily readable and understandable by both users and search engines. A well-optimized URL should provide a clear indication of the content and topic of the webpage.
Keywords and Relevance: Including relevant keywords in the URL can help search engines understand the content and improve the webpage’s visibility for related search queries. However, it’s important to avoid keyword stuffing and create URLs that are concise and relevant.
User-Friendly URLs: User experience plays a vital role in on-page SEO, and user-friendly URLs can contribute to a positive experience. Short, descriptive, and easy-to-remember URLs can enhance the usability and shareability of webpages.
URL Structure and Hierarchy: Properly structuring URLs using directories and subdirectories can help organize content and convey the website’s structure to search engines. This can also contribute to better crawlability and indexation of webpages.
Canonicalization and Redirects: Canonical URLs are used to avoid duplicate content issues by specifying the preferred version of a webpage. Redirects, such as 301 redirects, are utilized to redirect users and search engines from one URL to another, preserving SEO value.
HTTPS and Security: Adopting HTTPS (Hypertext Transfer Protocol Secure) in URLs, indicated by the padlock symbol, encrypts the data transferred between the user’s browser and the website, ensuring a secure browsing experience. Search engines prioritize secure URLs and may provide a ranking boost for websites using HTTPS.
URL Parameters: When using URL parameters, such as query strings, it’s important to handle them correctly to avoid duplicate content and indexation issues. Proper configuration and canonicalization of URL parameters are essential for effective SEO.
Optimizing URLs is an important aspect of on-page SEO, as it helps search engines understand the content and relevance of web pages. By creating well-structured, keyword-rich, and user-friendly URLs, websites can improve their visibility in search results and enhance the overall user experience.
4. Meta Description
A meta description is an HTML attribute that provides a brief summary or description of the content on a web page. It is displayed below the title tag in search engine results pages (SERPs) and serves as a preview or snippet of what users can expect when they click on the search result. Here are some key points about meta descriptions and their importance in on-page SEO:
Concise and Descriptive: Meta descriptions should be concise, typically around 150-160 characters, and provide a clear and accurate summary of the page’s content. They should accurately represent what the webpage offers to help users determine its relevance to their search query.
Encourages Click-Throughs: A well-crafted and compelling meta description can influence users to click on the search result and visit the webpage. It should be engaging, persuasive, and highlight the unique value proposition of the page to attract user attention.
Keyword Optimization: Including relevant keywords in the meta description can improve the visibility of the webpage for specific search queries. When the search term appears in the meta description, it may be bolded in the search results, making the result more noticeable to users.
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Unique and Targeted: Each page on a website should have a unique meta description that accurately reflects its content. Customizing meta descriptions for different pages ensures that search engines and users can distinguish between them and understand their specific offerings.
Call-to-Action (CTA): Adding a compelling call-to-action in the meta description can entice users to click on the search result. It can be a statement that prompts action, such as “Learn more,” “Discover now,” or “Get your free guide.”
Influences SERP Rankings: While meta descriptions themselves do not have a direct impact on search engine rankings, they indirectly affect click-through rates. Higher click-through rates indicate to search engines that the webpage is relevant and valuable, potentially leading to improved rankings over time.
Social Media Sharing: When web pages are shared on social media platforms or other websites, the meta description often appears as the default description for the shared link. A compelling meta description can encourage more social sharing and increase the visibility and engagement of the shared content.
Optimizing meta descriptions is crucial for on-page SEO as they contribute to click-through rates, user engagement, and overall visibility in search results. By creating concise, compelling, and keyword-rich meta descriptions, websites can improve their chances of attracting relevant traffic and enticing users to click on their search results.
5. Heading Tags
Header tags, such as H1, H3, H2 etc., are HTML elements that play a crucial role in structuring the hierarchy of a webpage’s content. They serve to visually distinguish and arrange headings and subheadings, making the content easier to read and comprehend for both users and search engines. The following are key points highlighting the importance of heading tags in on-page SEO:
Content Structure: Heading tags assist in organizing content in a logical manner. The H1 tag is typically used for the main heading of the page, while 2 and 3, and subsequent heading tags are employed for subheadings and sections within the content.
Keyword Placement: By incorporating relevant keywords in heading tags, search engines can better understand the topic and relevance of the content. However, it is crucial to use keywords naturally and ensure that the headings accurately represent the content that follows.
User Experience: Heading tags enhance the user experience by providing visual indicators of the content’s structure and hierarchy. Users can quickly scan through the headings to grasp the main topics and locate the information they seek.
Accessibility: Proper usage of heading tags also improves web page accessibility, as screen readers and assistive technologies rely on them to navigate and comprehend the content.
Search Engine Optimization: While heading tags alone may not have a significant impact on search engine rankings, they contribute to the overall structure and organization of the content. Well-structured headings make the content more readable and user-friendly, indirectly influencing SEO.
6. Alt Tags
Alt tags, also known as alt attributes or alt text, are HTML attributes used to provide alternative text descriptions for images on a webpage. Here’s why alt tags are important in on-page SEO:
Accessibility: Alt tags play a crucial role in making web content accessible to users with visual impairments. Screen readers rely on alt tags to describe images, enabling visually impaired users to understand the content.
Image Optimization: Alt tags are an opportunity to include relevant keywords and provide additional context to search engines about the image’s content. Optimizing alt tags can improve the visibility of images in search engine image results and increase the chances of the web page being found through image searches.
User Experience: Alt tags are displayed when an image fails to load or when a user hovers over an image. A well-written alt tag can provide a descriptive and meaningful text alternative, enhancing the user experience and ensuring they understand the content even without viewing the image.
Compliance with Web Standards: Properly using alt tags is a recommended practice and follows web standards and accessibility guidelines. Including descriptive alt text helps websites meet accessibility requirements and ensures compliance with accessibility regulations.
It’s important to note that both heading tags and alt tags should be used responsibly and thoughtfully. They should accurately represent the content and provide value to users and search engines rather than being stuffed with keywords or misleading information.
7. SEO Content
SEO content refers to the creation and optimization of content with the goal of improving a website’s visibility and ranking in search engine results. SEO content aims to attract organic traffic by targeting specific keywords and providing valuable, relevant, and high-quality information to users. Here are some key aspects of SEO content:
Keyword Research: SEO content begins with thorough keyword research to identify the relevant terms and phrases that users search for in relation to the website’s topic or industry. Keyword research helps determine the focus keywords to target and incorporate into the content.
Quality and Value: SEO content emphasizes the creation of high-quality, informative, and valuable content that addresses the needs and interests of the target audience. The content should be well-researched, accurate, and offer unique insights or solutions to the users’ queries.
Keyword Optimization: SEO content involves strategically incorporating the target keywords within the content while maintaining a natural and readable flow. This includes optimizing headings, subheadings, meta tags, URL slugs, and throughout the body of the text. However, it is essential to avoid keyword stuffing and ensure that the content remains user-friendly and engaging.
Content Structure and Formatting: Well-structured content with clear headings, subheadings, and bullet points helps users and search engines understand the organization and hierarchy of the information. Proper formatting, such as using bold or italicized text, can also help highlight important points and improve readability.
Internal and External Linking: SEO content incorporates internal links to relevant pages within the website to guide users and search engines to related content. External links to authoritative and reputable sources can enhance the credibility and usefulness of the content.
User Experience: SEO content focuses on providing a positive user experience by ensuring the content is easy to read, mobile-friendly, and visually appealing. This includes using proper spacing, incorporating multimedia (such as images and videos), and optimizing page loading speed.
Regular Updates: Keeping the content up-to-date and relevant is important for SEO. Search engines prefer fresh and current information, and regularly updating the content signals that the website is actively maintained and provides accurate and timely information.
Social Sharing: Creating shareable content encourages social sharing and can increase the visibility and reach of the website. Including social sharing buttons or prompts within the content can facilitate user engagement and extend the content’s reach.
By creating well-optimized SEO content that meets user needs and aligns with search engine guidelines, websites can improve their search engine rankings, attract targeted organic traffic, and provide value to their audience.
8. Keywords
Keywords are specific words or phrases that are relevant to the content of a web page or the topic being discussed. In the context of on-page SEO, keywords play a significant role in optimizing web pages to improve their visibility in search engine results. Here are some important points about keywords and their importance in on-page SEO:
Relevance: Keywords should be highly relevant to the content and topic of the webpage. They should reflect the terms and phrases that users are likely to search for when seeking information related to the page’s subject matter.
Research: Keyword research involves identifying and analyzing the keywords that are commonly used by the target audience when conducting online searches. This research helps determine which keywords to target and optimize for in the webpage’s content.
On-Page Optimization: Incorporating keywords strategically in various on-page elements is crucial for optimizing a web page. This includes using keywords in the page title, headings, meta tags, URL, and throughout the content. However, it’s important to ensure that keywords are used naturally and do not disrupt the readability or flow of the content.
User Intent: Understanding the intent behind users’ search queries is essential for effective keyword optimization. By aligning the content with the user’s intent, websites can provide valuable and relevant information that satisfies their search needs.
Long-tail Keywords: Long-tail keywords are longer and more specific keyword phrases. Targeting long-tail keywords allows websites to capture highly targeted and niche search traffic, as they typically have lower competition compared to broader keywords.
Competitive Analysis: Analyzing the keywords used by competitors can provide insights into effective keyword strategies and help identify opportunities to target less competitive keywords or alternative variations.
Evolving Nature: Keyword trends and user search behavior can change over time. Regularly reviewing and updating keyword strategies is important to stay relevant and adapt to shifts in user search patterns.
Context and Quality Content: While keywords are important, it is equally essential to provide high-quality, valuable content that meets the user’s needs. Search engines increasingly prioritize content quality, relevance, and user satisfaction in their ranking algorithms.
Optimizing keywords effectively in on-page SEO helps search engines understand the content and relevance of a webpage, improving its visibility and ranking in search results. By conducting thorough keyword research, strategically incorporating keywords, and providing valuable content, websites can attract targeted organic traffic and increase their chances of ranking higher in search engine results.
9. Page Speed
Page speed refers to the time it takes for a web page to load completely. It is an important aspect of user experience and search engine optimization. Here are some key points about page speed and its significance:
User Experience: Page speed directly impacts user experience. Slow-loading pages frustrate users and can lead to high bounce rates, where visitors leave the site without engaging further. On the other hand, fast-loading pages provide a smooth and enjoyable browsing experience, improving user satisfaction and engagement.
Search Engine Rankings: Page speed is a ranking factor for search engines, including Google. Search engines prioritize delivering fast and efficient results to users, so websites with faster page speeds are more likely to rank higher in search results.
Mobile Experience: With the increase in mobile device usage, page speed has become even more crucial. Mobile users often have slower internet connections and limited data plans. Optimizing page speed for mobile devices is essential for providing a positive experience to mobile users and improving mobile search rankings.
Core Web Vitals: Core Web Vitals are particular metrics related to page speed and user experience that Google deems significant for website rankings. These metrics encompass factors such as LCP or Largest Contentful Paint, FID or First Input Delay, and CLS or Cumulative Layout Shift. Enhancing these metrics leads to an improved user experience and can have a positive effect on search engine rankings.
Conversion Rates: Page speed directly influences conversion rates. Studies have shown that faster-loading pages have higher conversion rates and generate better user engagement, leading to increased sales, sign-ups, or other desired actions on the website.
Factors Affecting Page Speed: Various factors impact page speed, such as server response time, file sizes (including images, scripts, and CSS), code efficiency, caching, and browser rendering. Optimizing these factors through techniques like code minification, image compression, browser caching, and content delivery networks (CDNs) can significantly improve page speed.
Tools for Measurement and Optimization: There are several tools available, such as Google PageSpeed Insights, GTmetrix, and Pingdom, that can measure and analyze page speed performance. These tools provide insights and recommendations to optimize page speed by identifying bottlenecks and areas for improvement.
In summary, page speed is crucial for user experience, search engine rankings, and overall website success. Optimizing page speed through various techniques and tools ensures that web pages load quickly, providing a positive experience for users and increasing the chances of higher search engine rankings and improved conversions.
10. Internal Linking
Internal linking refers to the practice of creating hyperlinks within a website that connect one page to another within the same domain. These links are used to establish a connection between different pages and guide users and search engine crawlers to relevant content on the website. Here are some key points about internal linking and its importance:
Navigation and User Experience: Internal links improve website navigation by providing clear pathways for users to navigate through different pages and find related content. They help users discover and access relevant information easily, enhancing their overall experience on the website.
Website Structure and Hierarchy: Internal linking helps establish the structure and hierarchy of a website. By strategically linking pages using appropriate anchor text, webmasters can indicate the importance and relationship between different pages. This helps search engine crawlers understand the organization of the website’s content and index it effectively.
Spread of Link Equity: Internal links play a role in distributing link equity (also known as PageRank or link juice) throughout the website. Link equity is a measure of the authority and value passed from one page to another through links. By linking to important pages, webmasters can pass on link equity and improve the visibility and ranking potential of those pages in search engine results.
Keyword Relevance and SEO: Internal linking allows you to use relevant anchor text, which is the clickable text of a hyperlink, to link to related pages using targeted keywords. This helps search engines understand the topic and relevance of the linked pages, potentially improving their visibility and ranking for those keywords.
Indexation and Crawling: Internal links provide pathways for search engine crawlers to discover and index pages within a website. By including internal links throughout the website, you can ensure that all pages are easily accessible and indexed by search engines, improving the overall visibility of your content.
Historical Optimization: Internal linking can be used strategically to give older or less-visited pages a boost in visibility. By linking to these pages from more popular or frequently visited pages, you can increase their chances of being discovered by users and search engines.
User Engagement and Time on Site: Effective internal linking encourages users to explore more pages on the website, leading to increased time spent on the site and reduced bounce rates. This improved engagement signals to search engines that the website provides valuable content and can positively impact search engine rankings.
When implementing internal links, it’s important to use descriptive anchor text that accurately represents the linked page’s content. Additionally, ensure that the linking is done in a natural and relevant manner, rather than excessive or unrelated linking, which can confuse users and search engines.
Overall, internal linking is a valuable SEO practice that improves website navigation, enhances user experience, distributes link equity, aids in indexation, and supports SEO efforts by establishing keyword relevance and promoting engagement.
11. User Engagement
User engagement refers to how users interact with a website and the level of involvement and satisfaction they experience. It is an important metric that search engines consider when evaluating the quality and relevance of a website. Here’s why user engagement matters:
Bounce Rate: A high bounce rate, where users leave a website shortly after visiting, indicates that users are not finding the content or experience engaging. Lowering the bounce rate by providing valuable and relevant content helps improve user engagement.
Time on Site: The amount of time users spend on a website is an indicator of their engagement and interest. Longer session durations suggest that users are finding the content engaging, exploring multiple pages, and interacting with the site.
Interactions and Conversions: User engagement is reflected in various interactions, such as commenting, sharing, subscribing, or making purchases. Encouraging these actions through well-designed user interfaces and compelling content helps foster engagement and conversions.
Repeat Visits: Engaged users are more likely to return to a website, becoming regular visitors. Repeat visits demonstrate loyalty and sustained interest in the website’s content and offerings.
12. Mobile Friendliness
Mobile friendliness refers to how well a website performs and displays on mobile devices such as smartphones and tablets. With the increase in mobile usage, search engines prioritize mobile-friendly websites. Here’s why mobile friendliness is important:
User Experience: Mobile users expect a seamless and optimized experience on their devices. A mobile-friendly website provides a responsive design that adapts to different screen sizes, ensuring content is readable, buttons are easily clickable, and navigation is intuitive.
Mobile Search Rankings: Search engines consider mobile-friendliness as a ranking factor in mobile search results. Websites that are mobile-friendly have a higher chance of ranking well, as search engines aim to deliver the best user experience to mobile users.
Mobile Usage Trends: Mobile devices have become the primary means of accessing the internet for many users. Optimizing for mobile ensures that your website is accessible to a large portion of your target audience, helping you reach and engage more users.
Mobile Site Speed: Mobile users often have slower internet connections, so optimizing page speed for mobile devices is crucial. Faster-loading pages on mobile improve user experience, reduce bounce rates, and positively impact search engine rankings.
Ensuring user engagement and mobile friendliness involves practices such as providing valuable content, optimizing website design for different devices, implementing responsive layouts, improving page speed, and optimizing user interfaces for easy interaction. By prioritizing these aspects, websites can create positive user experiences, enhance engagement, and improve their visibility in search engine results.
Conclusion
In conclusion, optimizing various aspects of a website is crucial for improving its visibility, user experience, and search engine rankings. From on-page SEO elements like meta descriptions, heading tags, and URLs, to off-page SEO activities like building backlinks and social media promotion, each component plays a role in enhancing a website’s performance.
On-page SEO focuses on optimizing individual web pages by incorporating relevant keywords, providing high-quality content, and ensuring proper structuring of elements like headings and internal links. Off-page SEO, on the other hand, involves building credibility and authority through external factors like backlinks and social signals.
