Abstract: This study investigates the application of on-page and off-page Search Engine Optimization (SEO) thats leading digital marketing and web development company based in Chennai. As businesses increasingly shift to online platforms, SEO has become a pivotal strategy to enhance website visibility, user engagement, and brand credibility. The research highlights how on-page SEO practices—such as keyword placement, content structuring, metadata optimization, and mobile responsiveness—improve user experience and search engine rankings.

In addition to on-page methods, the study explores off-page SEO strategies including social media promotion, influencer collaborations, and backlink generation. These techniques contribute significantly to building domain authority and increasing online traffic. The paper also considers the growing influence of AI-driven SEO tools and the challenges of maintaining a balance between local and global SEO strategies in a rapidly evolving digital landscape. A comprehensive literature review supports these observations and provides context to current industry trends and innovations.

This study investigates the application of on-page and off-page search engine optimization (SEO) techniques within the broader framework of digital marketing. On-page SEO practices—such as keyword integration, content quality, metadata optimization, and site structure—are analyzed for their role in enhancing user experience and boosting search engine visibility. Off-page SEO elements, including social media engagement, influencer outreach, and backlink generation, are explored for their contribution to brand credibility and domain authority. The study also highlights the growing influence of AI and automation tools in SEO practices, emphasizing the need to assess how modern technologies like machine learning and large language models impact search rankings and user behavior. Furthermore, the research identifies a gap in understanding how SEO strategies can be customized for both local and global markets. By addressing these dimensions, the study provides a comprehensive view of SEO’s evolving role in digital marketing and its impact on online engagement and business growth.

Keywords: On-page SEO, Off-page SEO, Search Engine Optimization, Keyword integration, Metadata optimization, Content quality, Site structure, Mobile responsiveness.

| DOI: 10.17148/IARJSET.2025.12485