Search engine optimisation can feel overwhelming — there are hundreds of ranking factors, and advice on the web often contradicts itself. A useful way to cut through the noise is to organise SEO into two broad categories: on-page SEO (things you control directly on your website) and off-page SEO (signals that come from outside your site). Both matter, and neglecting either will limit your results.
On-Page SEO Factors
On-page SEO covers everything you can optimise within your website itself.
Title Tags
The HTML <title> element is still one of the most important on-page signals. Each page should have a unique, descriptive title that includes your primary keyword and accurately describes the page’s content. Keep titles under 60 characters so they display in full on search results pages.
Meta Descriptions
While meta descriptions aren’t a direct ranking factor, a well-written description improves click-through rates — which does influence rankings over time. Write descriptions that summarise the page compellingly and include a subtle call to action where appropriate.
Heading Structure
Use headings (H1, H2, H3) to organise your content logically. Each page should have exactly one H1, which clearly states what the page is about. Subheadings should create a scannable hierarchy that makes both users and search engines easy to navigate.
Internal Linking
Linking between your own pages helps search engines understand the structure and hierarchy of your site. It also distributes “link equity” from your stronger pages to newer or less-established ones. When linking internally, use descriptive anchor text — avoid generic phrases like “click here.”
Image Optimisation
Images should have descriptive file names and alt text that describes what’s in the image. Compress images appropriately to improve page load speed, which is itself a ranking factor. Use modern formats like WebP where browser support allows.
Content Quality and Depth
Content should be accurate, useful, and written for people first. Search engines have become very good at identifying thin or low-quality content. Comprehensive coverage of a topic — answering the full range of questions a user might have — tends to outperform short, keyword-stuffed pages.
Mobile Performance and Page Speed
Google uses mobile-first indexing, meaning it primarily uses the mobile version of your site for ranking. Your site must be responsive and fast on mobile devices. Core Web Vitals (Largest Contentful Paint, Cumulative Layout Shift, Interaction to Next Paint) are official ranking signals — optimising these should be part of every technical SEO strategy.
Off-Page SEO Strategies
Off-page SEO encompasses signals that originate outside your website.
Link Building
Backlinks — links from other websites pointing to yours — remain one of the strongest off-page signals. The quality and relevance of linking sites matters far more than quantity. A link from a respected industry association or local news outlet is worth far more than dozens of links from low-quality directories.
Focus on earning links naturally: publish content worth linking to, build genuine relationships with other businesses and publications, and consider contributing guest articles to relevant industry sites.
Digital PR and Media Coverage
Getting mentioned in local news, industry publications, or authoritative websites builds both backlinks and brand authority. A good digital PR strategy involves identifying stories worth telling about your business and finding the right outlets to tell them.
Reviews and Local Signals
For local businesses, Google Business Profile reviews, consistent NAP (name, address, phone) information across directories, and local citations are important off-page signals. Encourage satisfied customers to leave reviews, and respond professionally to all feedback.
What About AI Search?
In 2025, traditional SEO is being complemented by a new discipline: Generative Engine Optimisation (GEO). As AI tools like Google’s AI Overviews, ChatGPT Search, and Perplexity become mainstream research tools, your content needs to be optimised not just for blue-link results but for the synthesised answers these systems generate.
The good news is that the foundations of strong on-page and off-page SEO — authoritative content, clear structure, genuine backlinks, and positive brand signals — are exactly what GEO builds on. Read our guide to GEO for a full breakdown of what’s changing and how to adapt.
Putting It Together
The most effective SEO strategies address both on-page and off-page factors in a coordinated way. Technical excellence on your site creates a strong foundation; off-page authority amplifies it. And increasingly, that same foundation supports your visibility in AI-generated search results too.
At Blue Platypus, we build custom three-tiered SEO strategies tailored to your industry, location, and business goals. Contact us to learn what an SEO strategy could look like for your business.
Frequently Asked Questions
What is the difference between on-page and off-page SEO?
On-page SEO covers everything you control on your own website — titles, headings, content, internal links, images and page speed. Off-page SEO covers signals from elsewhere, mainly links from other sites, mentions and reviews. You can fix on-page issues this afternoon; off-page takes months of accumulation.
Which matters more, on-page or off-page?
On-page first, because it is entirely within your control and off-page effort is wasted on a page that does not deserve to rank. Once the on-page work is solid, links become the differentiator in competitive markets.
How many backlinks do I need to rank?
There is no number. A handful of links from genuinely relevant, reputable sites outperforms hundreds from directories nobody reads. Chasing volume is how sites end up with link profiles that hurt them.
Do meta descriptions affect rankings?
Not directly — Google does not rank on the meta description. It affects click-through rate, which does matter, so a well-written description earns you more visits from the same ranking position.
