在數位行銷領域中，搜尋引擎優化（SEO）是提升網站曝光與流量的重要手段。SEO 可分為兩大類：On-page SEO（站內優化）與Off-page SEO（站外優化）。兩者雖有共同目標──提升搜尋排名，但其策略和重點卻截然不同。
On-page SEO 是指所有發生在網站內部的優化行為。這包括網頁內容的關鍵字使用、標題（title）、描述（meta description）、標題標籤（H1、H2 等）、圖片替代文字（ALT tag）、內部連結、網站架構與速度、以及行動裝置相容性等。這些因素不僅有助於搜尋引擎理解網頁內容，也提升使用者體驗，間接影響網站排名。
舉例來說，一篇部落格文章若結構清晰、使用適當的關鍵字，並包含與主題相關的圖片與內部連結，那麼它的 On-page SEO 就做得不錯，能幫助搜尋引擎準確地將它分類與排序。
相對地，Off-page SEO 則聚焦於網站外部的因素。最常見的就是反向連結（Backlinks），也就是其他網站連回你網站的連結。高品質的外部連結能提升網站的權威性與可信度。其他 Off-page 策略還包括社群媒體分享、品牌聲譽管理、網紅合作、論壇討論等。
如果把 On-page SEO 比作「內功修煉」，專注於網站本身的內容與結構；那麼 Off-page SEO 就是「外功經營」，著重於建立品牌信任與影響力。兩者相輔相成，缺一不可。
總結來說，想要在搜尋引擎中脫穎而出，必須同時兼顧 On-page 與 Off-page SEO。唯有內外兼修，才能打造一個對搜尋引擎與用戶都友善的網站，獲得長期穩定的流量成長。
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