Your search engine optimization strategy can be divided into two different categories: on-page SEO and off-page SEO. Both are crucial to the success of an SEO campaign, but they’re on completely different sides of the fence when it comes to improving your search engine rankings.
On-page SEO (also known as “on-site” SEO) is the act of optimizing different parts of your website that affect your search engine rankings. It’s stuff that you have control over and can change on your own website. Things such as title tags, headings, url structure, alt texts, page contents, page load speed, and many etc.
Off-page SEO focuses on increasing the authority of your domain through the act of getting links from other websites. A good analogy for how authority works is this. If you have a bathtub with rubber duckies in it (the ducks are your pages), and you start filling the tub with water (links), your duckies are all going to rise to the top. This is how a site like Wikipedia ranks for pretty much everything under the sun. It has so much water in its bathtub that if you throw another rubber duck in it, it’s going to float to the top without any other effort.