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On-page SEO is the practice of optimizing web pages to earn organic traffic and improve a website’s rankings in the SERP (search engine results pages). This includes optimizing a page’s HTML, internal links, and meta data (meta title, meta description, and keyword density) along with posting high-quality, relevant content and images. When you add all these aspects of a webpage together, you are left with an improved webpage, thanks to on-page SEO.

Similarly, there are ranking factors for search engines that lie outside of the site owner’s control, this is called off-page SEO. Things like backlinks from other sites, social media, brand mentions, and shares can all have a direct or non-direct effect on a site’s rankings in the SERP.