the difference between on page, off page and local seo, explained simply

what is on page seo

on page seo is everything you do on your actual website to help it rank better.

think of your website like a shop. on page seo is how you lay it out, what signs you put up, and how you describe what you sell.

here are some things that fall under on page seo:

• your page titles and meta descriptions

• the words (content) on each page

• your headings (like h1, h2 etc)

• how fast your website loads

• your image sizes and alt text

• internal links between your own pages

when you do on page seo well, google can understand what your site is about. and when google understands you, it’s more likely to show your site to the right people.

a quick example

say you’re a dog groomer in leeds. if your homepage headline says “professional dog grooming in leeds” and you mention that phrase naturally throughout the page, google picks up on that.

but if your page just says “welcome to our site” with no real details, it’s much harder for search engines (and people) to figure out what you actually do.

what is off page seo

off page seo is what happens away from your website that still affects your search rankings.

this is like what people say about your shop when you’re not in the room. are others linking to your site? do people talk about you online? are you getting mentioned in places that google trusts?

key parts of off page seo include:

• backlinks (links from other websites to yours)
• online reviews and mentions
• social media activity
• guest posts or directory listings

why it matters

search engines see links from other websites as a vote of confidence. if reputable sites link to yours, it tells google that your business is trustworthy.

it’s like getting recommended by a local newspaper or a blogger in your industry. it builds authority.

what is local seo

local seo helps you show up in search results when someone nearby looks for your product or service.

so if someone types “plumber near me” or “coffee shop in nottingham,” local seo is what makes your business appear on the map and in the local listings.

local seo includes:

• setting up and optimising your google business profile

• making sure your name address and phone number (nap) are consistent across the web

• collecting google reviews

• adding location based keywords to your site (like “serving yorkshire”)

why local seo is gold for smes

most small businesses don’t need to reach the whole world – they just need to be found by people nearby.

that’s why local seo is so powerful. it puts you in front of people who are actively looking for what you offer in your area. and they’re ready to buy.

how they all work together

on page, off page and local seo aren’t separate boxes – they work best when combined.

on page seo helps google understand your site

off page seo builds trust and reputation

local seo makes sure nearby customers can find you

let’s go back to that dog groomer in leeds:

• they write clear and helpful content on their site (on page)

• they get listed in local directories and a pet blog links to them (off page)

• they set up their google profile and collect good reviews (local)

when you combine all three, your chances of ranking well in google increase massively.

simple steps to get started

you don’t need to do everything at once. here’s a friendly starting point for each type of seo:

on page seo

• add your main service or location in your homepage headline

• write clear page titles and meta descriptions

• use headings to organise your content

off page seo

• ask happy customers to leave a review

• reach out to local blogs or partners for a link

• stay active on one or two social platforms

local seo

• claim and verify your google business profile

• keep your nap details the same everywhere

• add your area names into your page content

just doing these small things can make a noticeable difference over time.