This is part two of our SEO & AEO series. If you missed part one, start here — it covers what SEO actually is and why it matters for aviation companies.
In the last post, we introduced the idea that SEO isn't just one thing. It breaks down into two main areas: on-page and off-page. Both influence whether your website shows up when buyers are searching for what you do — but they work in completely different ways.
Here's what each one means and why the distinction matters.
On-page SEO: what's happening on your website
On-page SEO is everything within your control on the website itself. The words on your pages, how those pages are structured, how fast your site loads, whether it works properly on a phone. If it lives on your website, it falls under on-page SEO.
For aviation companies, this is usually where the biggest opportunities are — and where the most common problems hide.
A few things that fall under on-page SEO:
Service pages. Each service your company offers should have its own dedicated page, written in language that matches how buyers search for it. "Avionics installation" and "avionics repair" are different searches from different buyers with different needs. Grouping everything onto one generic services page makes it harder for Google to understand what you offer — and harder for buyers to quickly confirm you're the right fit.
Certifications and credentials. FAA repair station certification, EASA approval, UK CAA Part 145 — these aren't just trust signals for buyers, they're also the kinds of terms people actually search for. If they're visible and clearly labeled on your site, they help you show up for those searches.
Technical basics. Page speed, mobile-friendliness, clear navigation, a logical site structure. These aren't glamorous, but they matter. Google considers the experience of using your website, not just the words on it. A site that loads slowly or is hard to navigate on a phone is going to underperform, regardless of how good the content is.
A clear path to contact.
This one is often overlooked as an SEO factor. If visitors land on your page and can't figure out how to reach you, they leave. Google notices when people leave quickly, and that affects rankings. A straightforward RFQ form or contact path keeps people engaged.
The good news about on-page SEO is that it's entirely within your control. You own your website. Changes you make there take effect immediately and compound over time.
Off-page SEO: what's happening everywhere else
Off-page SEO is everything that influences your search visibility from outside your own website. It's essentially Google asking: does the rest of the internet vouch for this company?
The most well-known off-page signal is backlinks — when another website links to yours. Think of each link as a vote of confidence. A mention in an aviation trade publication, a link from an industry directory, a partner company referencing your services on their site — these all tell Google that your company is credible and worth paying attention to.
Other off-page signals include:
Industry directories and listings. Being listed on relevant aviation directories — whether that's regional business directories, aviation-specific platforms, or trade association websites — helps establish your presence and gives Google more reference points for who you are and what you do.
Trade press and publications. If your company is mentioned in an industry publication, even without a direct link, that mention contributes to your overall online footprint. For aviation companies that exhibit at trade shows or contribute to industry conversations, this is often a natural byproduct of what you're already doing.
Reviews and reputation signals. Google Business reviews, industry platform ratings, and similar signals all contribute to off-page SEO — particularly for companies that serve a regional market.
The key difference with off-page SEO is that you can't fully control it. You can influence it — by creating content worth linking to, by being active in industry communities, by making sure you're listed in the right places — but you can't manufacture it overnight.
How they work together
On-page and off-page SEO aren't competing priorities — they're two sides of the same coin.
Think of it this way: on-page SEO makes sure your website is clear, structured, and worth finding. Off-page SEO builds the credibility that convinces Google your site deserves to be shown to people.
A website with strong on-page SEO but no off-page signals might struggle to rank against more established competitors. A company with lots of backlinks and industry mentions but a poorly structured website might get traffic — but lose it quickly because the site doesn't deliver what buyers are looking for.
The most effective approach is building both over time. For most aviation companies, on-page is the right place to start — because it's the most directly within your control and it lays the foundation that everything else builds on.
Where most aviation companies are leaving opportunities on the table
On-page is usually where the gaps are most obvious. Services that aren't clearly defined. Capabilities that live in PDFs instead of on the site. Certifications that are hard to find. These are fixable problems that make a real difference in how your site performs in search.
Off-page takes longer and builds more gradually — but it's worth paying attention to. Being present in the right directories, contributing to industry conversations, making sure your existing partnerships and relationships have a digital footprint — these things add up.
The combination of a well-structured website and a credible off-page presence is what gets aviation companies in front of the right buyers at the right moment.
If you'd like help figuring out where to start, we're happy to take a look at your
current setup.
Up next: we're going deeper on on-page SEO — what each element actually means and where aviation companies should focus first.
