On-page search engine optimization (SEO) often takes the spotlight when marketers consider SEO strategy as compared with off-page SEO. But why? On-page SEO is solely in the control of the website’s author. Poor keyword optimization? There is no one to blame but the person in charge of website management. Lackluster internal linking or images missing ALT text? An internal team can divide and conquer to get the website back up to speed. Boring content? Write something new. Every victory and failure involving on-page SEO lies with the website’s manager. However, in regard to off-page SEO, this is far from the case, often resulting in off-page SEO perceived as harder than its on-page counterpart. What is Off-Page SEO? Off-page SEO involves tactics employed by a website to boost its online reputation, therefore resulting in higher search engine results page (SERP) rankings. But if on-page SEO is well executed, won’t websites rank well on Google anyways? Smith (2017) explai...
Annie Stoltenberg is a current student in West Virginia University's M.S. Digital Marketing Communications program. Prior to studying at WVU, Annie received a B.S. in sport management with minors in psychology and business administration from Texas A&M University. Annie has over a decade of experience working in marketing, communications, community relations, and sponsorship services.