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What is Off-Page SEO?

What is Off Page SEO?

So, what is Off-Page SEO? To start, we’ll talk about what SEO is in general.

SEO (search engine optimization) is an umbrella of factors to help websites rank better in search engines. One branch of SEO is off-page, along with on-page, technical, and local. In a nutshell, off-page SEO is a series of optimization techniques utilized to improve your search engine results pages (SERPs) outside of your website itself. These may include earning links from other reliable websites and getting shares on social media.

Off-page SEO is incredibly valuable to your site because sites with good off-page SEO techniques implemented will obtain higher rankings. This is achieved through back links, mentions, and social media shares.

How Does Off-Page SEO Work?

Let’s use an example to explain how off-page SEO works. Say there are two different flower delivery websites with great on-page SEO strategies. They both have great on-page SEO techniques implemented – including content, optimization, call-to-actions, and a user experience. While they are similar to each other, one of them is at a clear advantage.

One of the flower delivery sites has more backlinks from trusted websites. Meanwhile, the other site has received no backlinks or online mentions. As a result, the flower delivery site with more backlinks will rank higher than their competitor.

It is important to note that search engines evaluate factors of both on-page and off-page SEO. This, in turn, affects where the sites rank.

How To Implement Off-Page SEO for Your Strategy

Now that we have discussed what off-page SEO actually is and how it works, we’ll cover how to actually implement it into your website. This exciting and rewarding process includes link building, blogging, social media marketing, and influencer marketing, among others. Let’s take a minute to talk about those.

1.) Link Building

Link building is the process of obtaining links from other trustworthy websites who are recognized experts and/or reliable resources for a particular topic or service. Two benefits of link building include: 1.) increasing traffic to your website and 2.) improving your rankings in search results. Link building is developed through natural, manually-built, and self-curated links.

2.) Natural Links

Natural links are generated when a consumer or influencer is aware of your site content and links over to your page because they trust your expertise in the industry. They do this as a sign of their appreciation of your business and it’s their way of endorsing you.

3.) Manually Built Links

This direct link building method involves actually asking customers or influencers in the community to link to you or share your content to raise awareness of your website and brand.

4.) Self-Curated Links

Although this method dips into Black-Hat SEO territory, you can still do this sparingly without being flagged. Self-curated linking involves posting your website link in comments, such as a comment signature or in web directories, forums, etc.

Links are so vital to off-page search engine optimization because they help your users navigate seamlessly from website to website to obtain the information they need. Done correctly, using proper White-Hat SEO techniques, and you’ll reap the benefits of increased traffic and improved domain authority. When you link to other trustworthy sites, search engines like Google will also recognize your site as a trusted site too. In turn, Google will start ranking you higher in search results based upon the quality, relevancy, and authority of your external links.

Some of the ways to obtain links from other sites include:

  • Creating quality content to attract clicks and quality links to your site
  • Sharing on social media
  • Reaching out to journalists, bloggers, and influencers in the community

To ensure your link building is performing high, be sure to routinely check your backlink profile. Have an SEO expert monitor your toxic links also to mitigate the issue of spammy websites linking to your site. Using a tool like Ahrefs can help to ensure a great backlink profile.

5.) Blogging

Blog posts can help to significantly improve your off-page SEO. With blogs, your audience can comment and share your content. This helps to raise awareness of your website, product, service, or brand. With blogging then, you can earn natural backlinks and brand mentions. If you are writing your blogpost, note that the longer the content, the better! Posts with extensive, well-written content and eye-catching CTAs (call-to-actions) can help to generate interest in topics, raise awareness of your website, and increase traffic.

Additionally, using a smart internal and external linking strategy throughout the body of your post is also key to getting your users to convert. When implemented properly, your audience will look to you instead of your competitors as a reliable source for the information, products, or services they need. So if you want to improve your site’s off-page SEO, do not ignore the value of blogging!

6.) Social Media Marketing

Social media marketing does not directly impact your rankings, however, when it comes to raising awareness of your website and brand, it is one of the best ways to spread the word! If your brand uses social media frequently to provide a personal and open feeling, people will get a sense that you are friendly, knowledgeable, and professional and will also be drawn to your website.

Having an approachable rather than aloof presence on your social media platforms helps to create a sense of trust with your audience. In turn, your customers will be able to identify information about your business much more quickly when they see likes, shares, and influencers in the community talking about your business. If you have social media profiles, remember to stay active on them and create engagement, answer people’s questions, and create a warm and approachable presence!

7.) Influencer Marketing

As suggested already, influencer marketing is another powerful tool to help raise awareness of your brand. Be sure to reach out to influencers in the community to endorse your brand – they can write reviews, testimonials, create videos, or otherwise spread the word about your products and services.

Additionally, you can send follow-up emails to your customers after they purchased your product and ask them to write a review of their experience with your company. Reviews and testimonials can have a tremendously positive effect on your brand. In obtaining endorsements, reviews, and testimonials, you are also building trust among your audience. The trust built with influencer marketing can be so effective that it may be one of the leading reasons why potential customers will choose your business over a competitor’s.

What are the Long Term Benefits to Off-Page SEO?

In a nutshell, if you aren’t going to handle your own marketing, choosing the best company to manage your SEO campaign is essential to getting the most out of off-page SEO. To develop your online presence through link building, blogging, social media, and influencer marketing takes time, energy, and technical know-how. However, with patience and time, the benefits are HUGE to your website’s success.

As mentioned earlier in this article, off-page SEO helps to support your site’s already solid on-page SEO strategy. With the strategic implementation of link building, blogging, social media shares, and influencer marketing alike, you can build awareness, trust, and mentions across the web. The long-term benefits are well worth the initial effort.

If you’re interested in learning how to boost your website’s SEO even further, check out our Top 12 Advanced SEO Tips for more information!

Disclaimer: WebCitz, LLC does not warrant or make any representations concerning the accuracy, likely results, or reliability of the information found on this page or on any web sites linked to from this page. This blog article was written by Emily L in his or her personal capacity. The opinion(s) expressed in this article are the author's own and may not reflect the opinion(s) of WebCitz, LLC.