Hi there, you are correct in noting that there are SEO activities that happen on the site itself, and another entire set of activities that happen off page. In all Google tracks over 200 signals, when determining where to place a website in search engine results. The goal is for your website to continually improve your authority and trust with Google. On page factors that influence this include (but are not limited to) quality researched content that is rich and relevant to your industry. Fresh content added regularly, your site loading speed, the crawlability of your site along with it being responsive (the ability of your site to be seen on all devices) As for off page factors that are part of every effective SEO campaign, they include the following: Quality inbound links that have a high domain authority and page authority and social posting with likes and shares.