On-page SEO is a process that includes creating relevant and informative content that aligns with what Google search users are looking for. If a customer wants to know “what is the best way to train my dog?” and your website has an informative article that lists the 5 best ways to train a dog, the Google algorithm will grab your article and show it under its search results because it offers the answer to the user’s question.
By creating value-adding, keyword-driven content, you are telling Google that your website has good quality information that is worth displaying. Besides the content, you will also need to optimize the HTML source code to be search-friendly.
Off-page SEO, on the other hand, refers to gaining authority and trust by having other websites linking back to yours and building external links that tell search engines your site is real and can be trusted. An example is to have a news outlet website mention your business and link back to your page, or a blogger posting a positive review of your product and adding a link to your e-commerce page.
Your best bet to attract the right visitors to your website and show search engines who you are and what you do is to improve your on-page SEO. This also helps you rank higher in organic search results and thus generate more organic traffic to your site.