You’ve built a beautiful website. The branding’s on point, your content sparkles, and you’re ready to welcome the world to your digital doorstep. But there’s a problem… no one’s knocking. That’s where SEO (Search Engine Optimisation) comes in. And not just any SEO. You need a healthy dose of both on-page and off-page SEO to truly thrive.
Let’s break it down.
What Is On-Page SEO?
On-page SEO is everything you can control directly on your website to help it rank better in search engine results. Think of it like tidying your shop before opening, it ensures visitors have the best possible experience once they arrive. However, it is important to remember that it isn’t all about ranking and is actually just as important that you manage to convert visitors to leads and sales!
Key elements of on-page SEO include:
- Keyword-optimised content (without sounding like a robot)
- Page titles and meta descriptions
- Headings and structured formatting
- Image alt tags
- Mobile-friendliness
- Page speed
- Internal links
- User-friendly URLs
- Calls to Action and Tracking
- User-friendly navigation menus
Case Study: The Bark Barn
The Bark Barn is a rural dog grooming business tucked away in the Wiltshire hills. Its original homepage simply said, “We love dogs and make them look great!” which is lovely but not SEO-friendly.
We rewrote their content to include local search terms like “dog grooming in Pewsey”, “mobile groomer for muddy spaniels”, and “Wiltshire pet grooming services.” We also optimised their image alt tags and added a clear call-to-action. Result? More traffic and more bookings from dog owners who had finally found them online.
Why it matters: On-page SEO is essential for conversions. It makes sure that when someone lands on your website, it’s clear, relevant, and persuades them to get in touch or make a purchase. It also helps with climbing the ranking results, and this is what most people assume it does.
What Is Off-Page SEO?
Off-page SEO refers to the things that happen away from your website but still influence how it ranks in search engines. This is about building trust, reputation, and visibility across the internet.
Key off-page SEO tactics include:
- Backlinks (other reputable sites linking to yours)
- Social media signals
- Google Business Profile optimisation
- Guest blogging
- Online reviews
- Influencer collaborations
- Directory listings
Case Study: The Country Cuppa
Nestled in a small village, The Country Cuppa is a family-run tearoom known for its seasonal scone specials and afternoon teas. After being featured in the regional blog South West Eats under “Top 10 Hidden Gems in Wiltshire,” they saw a spike in website visits and bookings, all thanks to a valuable backlink.
They also encouraged customers to leave Google reviews and ran a local Facebook giveaway that boosted shares and likes. None of this happened on their website, but it told Google (and new customers): “Hey, this place is worth visiting.”
Why it matters: Off-page SEO is your traffic driver. It helps new people find you, while on-page SEO ensures they stick around and take action.
Why You Need Both: A Country Analogy
Think of your website like a countryside farm shop.
- On-page SEO is making sure your signposts are clear, your shelves are tidy, the produce is labelled properly, and the smell of fresh bread draws people in.
- Off-page SEO is when the local paper writes a glowing article, someone leaves a review on Google, and a foodie influencer posts about your homemade jam on Instagram.
You need both to get people through the door and keep them coming back.
Final Thought
At Escape the Village, we believe no small business should stay a well-kept secret. Whether you’re a blacksmith in Tetbury or a goat cheese maker in Malmesbury selling online, mastering both on-page and off-page SEO helps the right people discover you, and choose you.
Need help with a rural SEO strategy that’s grounded, practical, and speaks your customer’s language? Drop us a message, we’ll bring the kettle, the biscuits, and the keywords.
Over the last thirty years Elizabeth has start up and run a number of successful businesses in a variety of industries including events management, restaurant, webdesign, business training and gardening! This has led to extensive knowledge of business startup, management and marketing.
She is also a qualified and experienced business and life coach with a passion for supporting small business owners. In addition to all of this she is an experienced and qualified further education lecturer, having taught face to face courses and workshops across England, as well as a range of online courses in a range of business and marketing topics .