Discussing on Utilizing and Leveraging SEO / SEM for CONTENT MARKETING

Taking into consideration any particular website of your choice, discuss the differences between on-site and off-site SEO strategies that you think they should take.   Please reference at least a few of the topics discussed in one or both chapters.
Note: To help students make comparisons they can consult the website in question and third-party tools like Similarweb that can provide some Web Analytics stats for more well known websites (such as the Metropolitan Museum of Art – https://www.similarweb.com/website/metmuseum.org, and you can use Similarweb to compare up to two websites for free, such as https://www.similarweb.com/website/metmuseum.org?competitors=moma.org although the comparison is not as comprehensive in detail as looking at each website individually).
Write up to 3 or 4 paragraphs about what you observed and learn and how you would use it on a website you would personally be involved with or promote (now, or in the future, potentially).   Screenshots and personal examples are highly encouraged.