Off-page SEO is any effort made outside of your website to improve your search engine rankings.The Google algorithm doesn’t just use your website to rank pages; it uses your entire web presence. According to First Page Sage, backlinks alone make up 16% of ranking factors.
Which websites and in what context they refer to your brand says a lot about your content. In this way, off-page search engine optimization is very similar to word-of-mouth marketing.
On-Page vs. Off-Page SEO
Although the end goal is the same, on-page SEO and off-page SEO activities differ. On-page SEO focuses on the content you create, while off-page SEO focuses on how that content is received. An advantage of on-page SEO is that it is entirely within your control. Off-page SEO can be a little more difficult to perfect.
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Analyse Your Backlink Profile
Backlinks are among the most important off-page ranking factors because they help build page-rank authority, a significant ranking factor for Google. A backlink essentially signals to search engines that others like your content.
Natural links occur organically when a publisher links to you, while built links occur as the direct result of your efforts.Your link-building strategy should begin with analysing your website’s link profile, using a backlinks checker like Moz, or Ahrefs or Semrush.
Conduct Link-Building Outreach
Once you understand where your backlink profile stands, it’s time to continue to build your backlink profile. There are many ways to do this.This link strategy involves finding broken links to resources or references on other websites. When you find a broken link, email the website owner or webmaster to let them know and suggest your content as a replacement.
Leverage Social Media
Traffic from various sources is a positive indicator for Google, so you should also consider your social media marketing as a part of your larger off-page SEO strategy.You should still share your content across your social media channels because it drives website traffic, improves engagement data, and increases the chances that someone will discover your content and link to it organically.Influencer marketing can also help increase the off-page authority of your website and get your content in front of more people.
Increase Branded Mentions
Without links, branded mentions can still positively impact your search rankings. That’s because they act as an implied link.Since links are Google’s indicators for online relationships, it makes sense that mentions also provide information about relationships.Social media brand mentions are an off-page SEO factor that you can optimise for. Create an engaging and targeted social media campaign to increase your branded mentions across multiple platforms.
Optimise Local SEO
Local SEO is a must-have form of off-page optimization if your business has a physical location or service arjea.Optimize your listing by adhering to guidelines and providing relevant and accurate information about your location, hours and services.Reviews on third-party sites like Yelp also play a part. Increase the number of positive reviews by prompting customers to complete reviews from their email. Practise active reputation management to ensure your presence is positive.
Final Thoughts: What Off-Page SEO Is and How To Optimise It
Off-page SEO is essential for ranking in search results, generating website traffic, and growing your business.The main thing that successful off-page SEO techniques have in common is authority and trust. Links, mentions, and social signals combine to provide a complete picture of how authoritative your brand is.Need help to take your SEO strategy to the next level? Our SEO services help get your website more exposure with website analytics and custom content.
Keep Link Quality in Mind
It’s critical to remember that the quality of the links is more important than the quantity. The links you acquire should be highly relevant, and you shouldn’t pay for links. Paying for links falls under black-hat SEO links that not only cut corners but could result in a penalty from Google.Keep these link factors in mind when building links to ensure you’re acquiring links that pass the most link equity.
Links and off-page SEO
Building backlinks is at the heart of off-page SEO. Search engines use backlinks as indications of the linked-to content’s quality, so a site with many high value backlinks will usually rank better than an otherwise equal site with fewer backlinks.Regardless of how links were obtained, those that offer the greatest contribution to SEO efforts are generally those that pass the most equity. There are many signals that positively contribute to the equity passed.
How to do off-page SEO
At a high level, improving the “off-page SEO” of a website involves improving search engine and user perception of a site’s quality. This happens by getting links from other sites (especially those that are reputable and trustworthy themselves), mentions of your brand, shares of your content, and “votes of confidence” from sources outside of your own website.It’s important to note, though, that the net result of each of these activities is to somehow create a reference to your site from elsewhere on the web — be that reference a link, a mention of your brand or website, or otherwise.
Non-link-related off-site SEO
While earning links from external websites is the most commonly practised off-page SEO strategy, almost any activity that a) occurs outside of your own website and b) helps to improve your search ranking position could be thought of as “off-page SEO.”It’s important to note, though, that the net result of each of these activities is to somehow create a reference to your site from elsewhere on the web — be that reference a link, a mention of your brand or website, or otherwise. So, the concept of truly “non-link-related” off-page SEO is actually a bit of a misnomer.
A note on local off-page SEO:
Off-page SEO relies on human behaviour (namely, that people only reference and share content they like). As such, it applies to both organic and local SEO. Even in a brick-and-mortar business, high-quality products get a lot of word-of-mouth referrals from current customers — the in-person equivalent of off-page SEO.