On page SEO refers to what you do on your website to make it more attractive to search engines.
Off page SEO refers to what you do – but not on your website – to make it more attractive to search engines.
There are a number of signals that a search engine looks for when it sends its crawler to your website. It looks at each page and tries to find a title and a description of the page. It looks for certain font sizes, like headlines, to try to determine the main content of the web page.
These are things that you can modify yourself in the hope that Google or your favorite search engine will be happy with your effort and reward you with ranking your web page higher in the search results. Since you are doing these things on your website itself, it is called on page SEO or on page optimization.
There are also some things that you can do that are not on your website. You may have a FaceBook page that talks about your business, gives photos of your work or products, and, links to your website. You may also have a LinkedIn profile, a Twitter account, an Instagram account. What you do to these accounts can also have a bearing on where your website ranks in the search results. Since they are not on your website, it is called off page SEO or off page optimization.
Additionally, you may have friends or clients who have FaceBook, Twitter, etc and they mention your company or your website. What they say on their social media can have an influence on where your website ranks in the search results. This is also called off page SEO even though you cannot modify or tell someone what to write about your company.
A client may also write a review of your company on Zomato, Yelp, or Trip Adviser. These are also examples of off page SEO and can have an effect on your website in the search results. And, if the reviews are bad…well, there isn’t much you can do to fix it although there are some remedies.
If you consider only off page SEO that is done by people other than you, you will quickly see how important SEO is for your website. SEO suddenly becomes the most important thing you can do to keep your website ranking high.
Remember, the place to begin is with your website itself. Provide a good user experience which includes helpful content, a menu system that you can easily navigate, and regular updates to your content. Next, optimize your own social media accounts like FaceBook. Lastly, read reviews that people write about your company: thank them, or apologize if they feel you did not serve them to their satisfaction.