When it comes to keyword optimization, on page and off page SEO are two halves of the same great strategy. On page SEO refers to the changes you can make to your website directly– optimizing content, metadata and even your sitemap. Off page SEO, on the other hand, deals with techniques that strengthen your authority from other websites and social media.
Links back to your site (known as “backlinks”– easy, right?) prove to search engines that other pages and people consider you an authority on a referenced topic. That is, as long as those sites themselves are considered reputable. Social media promotion, cross-blogging, publishing featured content on another respected site, etc. are all tools to consider using when it comes to your website’s SEO strategy toolbox.