On-Page SEO and Link Building: The Connection
Introduction
The relationship between On-Page SEO and Link Building has always been there. However, seldom are the two discussed in the same context. This is due to the fact that they are two sides of the same coin.
But before we start exploring the relationship between On-Page and Link Building in the realm of SEO, let’s discuss the two separately so we have an apt idea of what the two entail.
What is On-Page SEO?
On-Page SEO is simply the name given to the set of practices webmasters use to make their websites search engine friendly. Factors like Search Engine visibility, Anchor Text Optimization, and ensuring SEO-Friendly URLs are some of the factors that webmasters prioritize on for On-Page SEO.
However, a more apt definition for On-Page SEO is all the things that you can fully control regarding your SEO. This also includes Technical SEO. Keep in mind that this control does not mean that On-Page is a piece of cake. In fact, with so many updates and changes being made on the whole, On-Page SEO is constantly evolving.
What is Link Building?
Conventionally link building comes under Off-Page SEO. Being a very specific part of Off-page SEO, link building is where SEOs work to get more backlinks pointing to their website. When a search engine like Google observes your website having backlinks from multiple websites belonging to a single niche, it treats backlinks as votes of confidence and considers the website worth ranking higher.
This is why link building leads to better Search Engine Visibility and why website trustworthiness and links go side by side. But it should be known that backlinks have to be earned, mostly via content and outreaching, otherwise, they would be counted as spam resulting in a Penalty from Google.
Now that you have an apt idea of how On-Page and Link Building work, it’s time to see how each perceives the other.
The Perspective of On-Page SEO
SEO begins with On-Page efforts. In other words, it is impossible to ignore if you want to even have your website listed on Google. However, even though on-page provides complete control, its reach remains limited to your own website.
From the perspective of On-Page you’re more likely focusing on having SEO-Friendly URLs and Keyword integration rather than how you’d like your page to be quoted by an external website. However, On-Page does keep track of incoming traffic, and this is where link building connects.
Pages that have more backlinks are likely to get more traffic, which can be monitored by your analytics as well. Unless your on-page is aware of your link building efforts, the origin of these traffic spikes could prove difficult to pinpoint.
The Perspective of Link Building
When it comes to link building, you’re more concerned with factors like Backlink Quality, relevance, and especially Anchor Text Optimization. However, all these efforts could be rendered moot if not supported by the On-Page side.
It’s important that your On-Page SEO is on point if you want to reap the full returns of your off-site link building. A single change on-page can result in drastic problems for your earned links. For instance, if you change your SEO-Friendly URLs at any time and forget to add a redirect from the previous URL to the new one, any traffic coming via backlinks will likely find an error.
Any links you earn will come via guest posting. This is when you contact a prospective website with higher Domain Authority and offer them content in exchange for a backlink. Now coming up with content that gets you a backlink can sometimes be a challenge.
Similarly, you have to be careful that the links are being built in the relevant niche with extra care in using the right anchor texts. Responsible link building isn’t just guidance, it is an obligation.
How Link Building Aligns with On-Page SEO
The results of link building will show up on your on-page analytics. If you have a holistic game plan for your on-page and link building efforts, then there is a high chance that web pages that are getting new backlinks will start seeing spikes in traffic.
Using analytics to observe your traffic sources, you’ll not only see it coming in from the backlinks but also directly from Google. Traffic coming in from Google will probably be the first indication that your web pages are ranking higher on the SERPs. You can also use Ahrefs or any other comprehensive tool to check the exact position of these web pages.
Once you see these actionable insights, you can use your analytics to monitor user behavior on these “prized pages” and further optimize them. Utilizing some awesome internal linking techniques will also allow you to redirect users to other web pages.
In other words, if you play your cards right, you can virtually ensure that users visiting your website are staying, scrolling, and visiting more pages until they convert.
As we said in the beginning, On-Page SEO and Link Building are simply two sides of the same coin, this is what we meant. If you’re creating exceptional content that other websites find interesting, then there is a high chance that they will happily give you a backlink.
While you reap the benefits of traffic and hopefully conversions, the websites that post your content get a boost in their on-page which means you establish a reciprocal relationship with these websites. Moreover, this relationship is fruitfully synergistic, where both parties profit from the other.
Websites that routinely post good content also build authority with Google. Also, these websites ensure that their blog pieces remain updated, helping maintain the built authority.
If you’re actively building links, it is important to stay vigilant with your on-page to get maximum results. With your on-page SEO and Link Building in perfect synchronization, you can rest assured that getting the top rankings become achievable, leading to graphs that keep on climbing and visitors that keep on converting!
