The ‘ optimization of a website is SEO field one of the most important actions and characterize the work of a SEO Consultant.
Often, among non-workers, there is a tendency to confuse SEO with the concept of indexing and optimization (or positioning) but these are two completely different operations and concepts.
Indexing a site is the search engine’s direct responsibility, and SEO managers have very few weapons to modify or influence this flow of actions.
Instead the optimization for search engines is the real job of an SEO Specialist who must implement all the operations and techniques to improve the position of a site within the SERP of the search engine.
On site and off site SEO
Search engine optimization is mainly developed in two areas: on site (also definable on page) and off site (or off page). But what does it mean practically and what differences exist between the operations?
The first examines the complete internal structure of the site and tries, through continuous monitoring actions, to improve the many aspects such as internal linking, a correct heading of contents, the implementation of the many Meta tags (title, description, etc), and the improvement of the connection speed with the web server. But not only that, optimizing the photos on the SEO side and therefore also optimizing the contents always in optical SEO is a good rule for on-site optimization. Ultimately: it acts directly on the site, its components and its performance.
Instead the second operation acts on all the links entering the site to be optimized, which are called backlinks.
Entering even more specifically, we can catalog the type of backlinks such as: Editorials (inserted by webmasters in various contents to provide further information on the topic), Manuals (inserted in directories, article marketing, etc.), Automatic (ie managed independently) by the author and can be considered as SPAM).
Ultimately: it acts directly on the popularity of the site through the citations of other sites obtained through backlinks.
It can also be said that link building is the SEO service that allows better optimization for search engines and consequently is part of the offsite optimization.