What Goes Into an SEO Campaign: On-Page, Off-Page, and Technical SEO

By April 19, 2021 SEO

When beginning an SEO campaign, you’ll need to tackle major areas of the strategy, such as:

  • What keywords to target 
  • How to optimize your site 
  • What type of content to create 
  • Where to insert keywords 
  • How to get the best backlinks 
  • How to track the results

These are just a few of the hundreds of variables that will need optimization to see a fully optimized SEO marketing campaign.

Luckily for you, even though creating SEO campaigns is a complex process, we can break it down for you into straightforward and actionable steps.

Today we’ll dive right into the process, but first, let’s establish the definition of an SEO campaign and explain what goes into a killer SEO campaign.

An SEO campaign has three major components: on-page, off-page, and technical. Nonetheless, because of its growing importance, we, at Optimind, add content as the fourth major component of an SEO campaign.

Indeed, content remains the king and the biggest drawer of small and big SEO wins.

Below is the discussion of these components and how each brings value to your SEO campaign.

What are the components of an SEO campaign?

  • On-page SEO

On-page and off-page are two of the most hyped words within the SEO industry. Some marketers favor one over the other. But this should not be the case, especially when both are vital to an online business’s success.

On-page optimization covers what can be done on the website and its pages, while off-page optimization covers activities taking place elsewhere. On-page SEO refers to the factors affecting the website or web page organic listing. The website owner controls these factors. Some on-page elements are meta tags and keywords.

Your company’s website needs to be extremely easy to crawl by Google’s “spider” the point of the crawl is to:

  • Be sure your website is easily indexable and readable by a search engine
  • See if your site is convenient to access and browse from any device
  • Make sure you are free from any errors that could raise red flags when your site is being crawled by bots

On-page SEO ranking factors

On-page optimization factors you should focus on include:

  • URL
  • Title tag
  • Meta description
  • Heading tags
  • Alt tags
  • Keywords
  • Internal linking
  • Images
  • Off-page SEO

Off-page optimization involves all the measures that can be taken outside of the actual website to improve its position in search rankings. These are measures that help create as many high-quality backlinks (incoming links) as possible.

Off-page SEO also affects the site or page’s natural listing. However, since these factors are off-site, the owner cannot necessarily control them. Examples of off-page elements are page rank and link popularity. 

On-page and off-page optimization activities help the site get found by Google or other search engines when a relevant keyword is used. The actions are driven to achieve the same goals, although the ways toward these ends are entirely different. 

Off-page SEO ranking factors

Off-page optimization factors you should focus on include:

  • Backlinks
  • Domain authority

Search engines don’t rank websites entirely on the basis of their on-page optimization. In fact, there are several more off-page factors that affect how search engines rank you when a user performs a search.

The most important off-page ranking factor with the biggest impact is backlinks pointing to your website. Backlinks occur when other websites link back to yours. Backlinks from trusted sites are to search engines a kind of endorsement for your content. Some of your content might get backlinked on its own. In many cases, however, you’ll need to put in some effort. You can obtain backlinks by:

  • Connecting your Facebook page to your website
  • Submitting guest blogs to industry websites
  • Joining review and directory sites
  • Reaching out to influencers and bloggers

Your domain authority is another off-page SEO factor that is less in your control. Domain authority helps search engines determine how much they can trust you. It is affected by:

  • How long you’ve had your domain name (the longer the better)
  • The history of the domain name (if it had a previous owner who did not comply with best practices, search engines will see that history and take that into account).
  • The number of referring domains

Search engines and organic traffic play a major role in your business growth because the majority of your target audience uses a search engine to find you. Implementing both on-page and off-page SEO will help you to get found by more potential customers.

  • Technical SEO

Technical optimization refers to the process of making the website crawlable by search engines. If elements are blocking the bots, the site won’t be indexed. It means your website won’t appear on the results pages and receive no traffic or visitor.

The technical SEO elements include the sitemap.xml file, robots.txt file, page speed, URL structure, and meta tags. Others are https status, non-indexable pages, and canonical issues, although it is best to use a crawler for this purpose. Optimind uses ScreamingFrog.

Technical SEO ranking factors

Technical optimization factors you should focus on include:

  • Speed
  • Mobile-friendliness
  • Errors
  • Duplicate
  • Robots.txt
  • Sitemap.html 

How to Make Your Site Mobile-Optimized?

Before fixing any issues, you need to identify them. Run a mobile-friendly test to create an SEO audit of the problems related to your site. Address those issue first, then apply Google’s best practices to ensure your website is mobile friendly.

How to Improve Page Loading Speed?

Identifying the issues that are holding your site from ranking higher can be done through Google’s PageSpeed Insights tool.

Enter the URL and Google performs a comprehensive analysis of its loading speed. If the end report states that the pages take too long to load, the tool provides suggestions for improvement.

Removing broken backlinks is pretty straightforward. You can use the free Broken Link Checker tool and make a list of every broken link returning a 404 error.

Either remove or replace them with internal links to relevant posts on your domain or an external site. If you discover any broken internal links, use redirects to ensure inbound links referencing those non-existent pages end up at the right place.

How to Remove Duplicate Content?

When it comes to the removal of duplicate content, you should start by running a plagiarism test on your site’s content. Through the test, you will find links to the source of the material.

If the original source leads to a different domain than yours, then you should prepare strategies for its timely removal from your site. You can rewrite them and provide additional valuable information to the readers.

However, if the link is sourcing back to other pages on your domain, then you should inform the crawler about the page it should rank. You can do that by placing a Canonical tag in the link.

How to Remove Robots.txt File?

Open any browser and enter this ‘yoursite.com/robots.txt’.

This search produces a detailed list of the pages and directories on your site with the existing robots.txt file. You can decide the pages and directories from which you need to remove Robots.txt and access the backend of those pages to do the same.

If you’re using WordPress, just unmark the checkbox to enable search engine visibility.

If your content is not ranking even after improving upon every technical SEO aspect of it, then you should create and submit a sitemap to Google. A sitemap instructs the crawler about the pages of your site to crawl and index. A sitemap should not have any errors because that will affect the crawl and indexation process of your site. You can create sitemaps either manually or through a plugin and submit it to Google Search Console.

Here’s another piece of advice you should follow: if your domain still operates on an HTTP server, you should convert it to HTTPS. It is important because the user data is encrypted and secure on HTTPS. And since Google has always been about helping make search better for its users, it is pretty evident that Google will rank sites with HTTPS higher.

  • Content optimization

As already mentioned above, Optimind considers content optimization as the fourth most crucial part of any SEO campaign. A strong campaign that delivers the expected results and ROI has strategic and well-optimized content as its foundation.

Google considers content as a core value, which explains why duplicate content is a crucial ranking signal. The tech giant wants to serve content that is relevant and valuable to the users. As such, your website’s content will impact where you will rank on SERP. 

There are two sides to content optimization. First is that you should write with the users in mind. With RankBrain, the search is getting more sophisticated, and every query is contextualized. Meaning: the bots are looking into the search query’s intent and serve the most relevant content.

The second is that the content should be keyword-targeted. The rule of thumb we follow at Optimind is one keyword per page. We do this to avoid keyword cannibalization or having two or more pages targeting the same keyword. To do this, we need to conduct comprehensive research. The SEO team finds the most profitable terms, produces content related to those keywords and builds links for these keywords.

Content requirements

Original Content – good content that is not copied or rewritten from existing materials found on the internet can be your website’s most precious commodity. These include articles, infographics, podcasts and videos.

First Publications – good, original content that was first published on your website should fill your pages. It would be best to invest in this kind of content instead of syndicating or copying content already published on other websites.

Non-article Text – you should also focus on other text and website copy that is not directly integrated into the main body of an article or website post. This includes image or video descriptions that clearly explains, in original and well-written text, what the image or video is all about. Search engine robots will not index graphics and videos directly but will rank them in search results based on their descriptions.

Useful Content – Content adds value to your website but people at most will not be interested in your ranting or other non-relevant, random thoughts published just for the sake of publishing. Your website should have good, well-written content that is relevant to your niche and that readers will find very useful for their needs.

Well-researched Content – Readers are not interested in poorly prepared articles filled with fluff, trains of thought that lead to nowhere, text, and words that really do not answer anything. Articles should be well-researched with information coming from reliable and reputable sources. These articles have the tendency to be written long, but it has been clearly proven that articles over 1000 words will rank better than the short, traditional 300 or 500-word articles.

Regular Posting Frequency – Search engines, and your readers as well, love freshly-written content that is published on a regular basis. You should set a regular posting date for your new content – and stick to your schedule as much as possible.

A Pivot

One of the best ways to maximize the return of SEO is to run targeted SEO campaigns. By breaking down your overall SEO goals into smaller tasks and running an SEO campaign for each, you’ll be able to achieve better results.

An SEO campaign needs to have specific goals and targets and it’s normal to have a number of SEO campaigns running in parallel.

Before you start a campaign, it is highly recommended to review your website setup and overall SEO healthiness by running an SEO audit. Any critical issues in your setup or technical SEO can negatively affect the performance of your SEO campaigns.

Once you find and fix any issues, then you don’t have to do this every time you start a new campaign.

An SEO campaign starts by setting up specific measurable goals and by finding the right keywords or topics to target with your content.

Once you have this information on hand, the next step is to create the content, optimize it for SEO, and publish it.

After you hit the publish button, you need to allocate the necessary time to promote your new content using both internal and external methods.

Once you are past this step, you can safely move on to launch a new SEO campaign (targeting different topics and keywords) but don’t forget to come back every month and monitor the performance of your running campaigns.

Depending on the results, you may have to adjust your page title and content or pay more attention to off-site promotion to ensure that the right signals are given to search engines.