In this article, I’ll briefly discuss off-page SEO and how it might make websites appear higher in search results on Google, Bing, and other search engines. Lets Start with what is Off-page SEO?
What is Off-page SEO?
Off-page SEO has many complex definitions, but in core, it refers to SEO techniques that have nothing to do with the actual content on your website. In the simplest terms, on-page SEO is any technique that involves something that is on your website. And it is off-page SEO if it relates to something on a different website or platform.
Off-page SEO, which was once thought to be nothing more than link building, has evolved and expanded over time. Off-page search engine optimization now encompasses much more, as digital marketers have discovered ways to broaden their horizons far beyond link building through methods such as content marketing, social media marketing, citation building (submitting your business’ information to listing directories to inform the public about your location, services, etc.), brand building, and much more. By utilising such Off-page SEO strategies, you can help search engines and users in increasing their understanding of your website and what it has to offer, thereby increasing its relevance, trust, and authority.
If you’re unfamiliar with the Off-page SEO techniques we just listed, don’t worry; A solid Off-page SEO strategy broadens your reach and visibility by utilising outside sources (sites, platforms, etc.) in your industry. As the number of quality links pointing to your site and brand mentions grows, search engines will take notice and place you higher in the SERPs (Search Engine Results Pages).
Here are some Off-page SEO strategies to help you achieve that goal:
- Link Building
- Content Marketing
- Content Syndication
- Forums and Communities
- Guest Posting
- Influencer Marketing
- Local SEO
- Public Relations
- Reputation Management
- Social Media Optimization
1. Link Building
Link building is a term used in search engine optimization to describe actions taken to increase the quantity and quality of inbound links to a other webpage with the intention of improving that page’s or website’s search engine rankings.
Link building is important because it transfers authority from reliable sources to your website. This makes your content more credible and relevant in Google’s eyes, which can help you move up the SERPS rankings. Backlinks can be thought of as a kind of approval for your website.
Backlinks are beneficial for all websites, but they work especially well to promote new websites. You might, for instance, have the best, most in-depth piece of content on the Internet about a particular subject. But people might have trouble finding it if the website it’s on is brand-new and has little traffic. Backlinks from reputable websites help Google recognise your site’s excellent content and classify it as a budding authority in your niche, which can improve your search engine rankings. As a result of those improved rankings, more people will be able to find your pages, your traffic will increase, and you’ll start to attract devoted fans.
In most cases, your ranking will increase with the number of high-quality backlinks you have. This is why link-building strategies should be a part of your off-page SEO strategy to get more backlinks. However, it should also put a focus on creating excellent content that other websites will want to link to. Speaking of quality, backlinks are incredibly important. Earning backlinks from reputable websites will help your website rank higher. However, your rankings are probably not going to change if you have a tonne of backlinks from questionable websites that are unrelated to your niche.
Is link building easy? Not necessarily, as you not only need to get those links, but you also need to build up a collection of top-notch content deserving of backlinks. So, if you want to use it to your advantage to create a reputation of authority over your competitors, you will need to start building links as soon as possible. Here are several ways to do that:
- Create Unique and Fresh Content daily
- Manual Link Building by posting others Website
- Request for Backlinks by reaching through Contact us page or Email
2. Content Marketing
Content marketing is a marketing strategy that uses relevant articles, videos, podcasts, and other media to attract, engage, and retain an audience. This strategy builds expertise, raises brand awareness, and keeps your company top of mind when it comes time to buy what you sell.
Many people think that content marketing is just an On-page SEO practice since it mainly involves developing content and publishing it on your website. While that part of content marketing is certainly On-page SEO, you can also turn it into a traffic-generating, Off-page tactic.
When looked at as a whole, content marketing is both on and Off-page SEO. Why? Because your team can produce content that sits on your site (On-page), and it can create and publish content that sits elsewhere (Off-page).
For instance, you may have created an eye-catching infographic that conveys a ton of information in an easy-to-digest format. And that infographic was so good that a reputable news publication decided to link it. That would classify as content marketing with an Off-page twist. Or, maybe you wrote a guest post that gets published on someone else’s blog. That is content marketing, but it is another Off-page example since it is not going on your website.
All of this points back to the need to create high-quality content that is informative, entertaining, engaging, and shareable. The better your content, the easier it will be to collect traffic in an Off-page manner on autopilot.
As for where you can concentrate your Off-page content marketing efforts, the aforementioned infographics and guest posts are a great place to start. Beyond that, you can also urge your content team to focus on eBooks, whitepapers, research papers, studies, and surveys surrounding your niche.
If this seems like massive work, remember that content marketing can be used with other parts of your Off-page SEO strategy, such as social media, link building, and public relations.
3. Content Syndication
Republishing owned content on other websites is known as content syndication. By revealing it to new audiences, content syndication extends the reach of the content. Syndicating content broadens your audience and increases website traffic.
Constantly creating your own fresh content is a challenge not only for small blog owners but also for prominent publications. What do such publications do when they need a continuous flow of content, but cannot always get it from in-house creators? They turn to outside sources to supplement their original content. Doing so not only saves time and frees up in-house resources for other purposes, but it can also add new voices and viewpoints to their existing library.
Syndicated content is typical amongst sites in networks owned by massive radio or TV groups, and publishers use a similar strategy to keep a steady, sometimes daily stream of content on their sites. If you need an example, look no further than Yahoo!, as it is a huge, well-known platform that often syndicates content from various sources.
Where do you fit into this equation? You can syndicate your content to other publications as part of your Off-page SEO strategy. However, content syndication should be done carefully as it can be a bit tricky.
Google will not always index syndicated content since it duplicates the original. And when you syndicate, Google will always display the most appropriate content version for users according to their search, which may not be your preferred version. Does this mean you should avoid it? No, as content syndication can get more eyes on your work and build your name/brand, even when URLs canonicalize to the original.
When performing this Off-page SEO tactic, be sure that whatever site has your syndicated content includes a link to your original piece. And to keep search engines from indexing their version of the content instead of yours, you can ask sites using your syndicated content to use the noindex meta tag.
4. Forums and Communities
Forums and online communities are a bit forgotten or overlooked nowadays as an Off-page SEO avenue. Why? Because forums, online communities, comment sections, etc., used to be hotspots for SEO-related spamming, as people used them for link-building purposes with mixed results.
That spammy reputation has led many to abandon forums and communities for expanding their reach via Off-page SEO tactics, but that does not mean you have to do the same. In fact, there is no better time than now to use these resources to build your brand and stand out even more since there is a solid chance that your competitors will be elsewhere.
Should forums and communities take up most of your Off-page SEO efforts? No, but when you add them to your existing Off-page strategy, you can generate some extra traffic and ensure you have a well-rounded marketing mix if done correctly.
The old-school way of targeting forums to build links is outdated. So instead of using that mindset, focus on generating engagement via conversations with customers in your niche. Doing so can help make a trustworthy name for yourself and establish you as an authority or expert in that niche.
As for where to implement this strategy, two of the most obvious options are Quora and Reddit. Both have tons of traffic and let you answer niche-relevant questions from audiences and potential customers. Beyond those massive platforms, you can also find forums and communities in your niche and chime in with any relevant info or answers you may have to user questions and concerns.
5. Guest Posting
If you want to get the most bang for your link-building buck, guest posting may be your best bet. When asked about the top link-building strategies, SEO experts overwhelmingly picked guest posting as the top choice over alternatives like replicating competitor’s backlinks, business directories and local citations, broken backlinks, social media, forum and blog comments, etc.
What is guest posting? Creating content and submitting it to another website. That website reaps the rewards of offering value and information to its audience. You, meanwhile, as the guest poster, reap several rewards. Not only do you get to put your brand in front of a new, targeted audience to get high-quality traffic, but you also get to establish yourself as an expert on the topic.
A common mistake many make when guest posting is solely focusing on getting the backlink. While that is beneficial to your Off-page SEO efforts, focus on the brand-building opportunity instead, as it will help you try even harder to produce high-quality content for your new audience.
6. Influencer Marketing
Influencer marketing has evolved over the years, and you can attribute much of that to the ever-increasing popularity of social media. Years ago, influencer marketing was all about writing sponsored posts as bloggers. Now, Tik Tok, Instagram, YouTube, and the like hog all of the attention since that is where everyone’s eyes are.
You can view influencers as shortcuts to generating a lot of traffic and building your brand. They already have their established audiences, some of which are huge. By collaborating with influencers and leveraging their reach, you can get your brand and content in front of new audiences in record time.
Although many users turn to Google to find the information they are looking for, social networks have also become search engines. They may be used differently, but people use social networks to find content every day. Cut deals with influencers to showcase your content, and some of those very same people can find your content.
When using influencer marketing to build links, make sure they are nofollowed since using links in sponsored content violates Google’s Webmaster Guidelines.
7. Local SEO
You could easily call local SEO a field of study in itself, but it has some elements linked to Off-page SEO that are worth mentioning. The first is Google My Business, which is crucial in establishing an online presence for local businesses, both big and small. How is Google My Business considered Off-page SEO? Because it is not on your website.
How important can Google My Business be to your Off-page SEO efforts? Very important since statistics show that 80 percent of users turn to search engines for local information, and nearly half of all Google searches seek local info. Ignore Google My Business as part of your Off-page SEO strategy, and your competitors will appear in local results and not you. Invest a bit of time into optimizing your Google My Business listing, and you can make a name for yourself locally, even if you are new.
Citations are another Local SEO element linked to Off-page SEO. It is an online mention, like a business listing, that usually details your company’s name, address, and phone number. Citations are essential for local businesses looking to land on the map pack or who want to rank for search terms that are targeted geographically.
Consistency is critical with citations, as inconsistency shows a lack of coherency. If your address or phone number differs across the Net, you will provide misleading information to customers and cause other issues. To avoid this, invest time in ensuring that your name, address, phone number, and any other essential info match.
8. Public Relations
SEO and public relations were seen as entirely separate fields of study in the past. Now, they have merged.
Many SEO experts use digital PR as their preferred method for link building since it gives you the power to gain a massive volume of authority links. Use a digital PR campaign to promote a compelling story and linkable assets that accompany it, and a recent study found that you can gain links from as many as 24 unique domains on average.
Beyond link building, public relations also contributes to Off-page SEO signals by increasing brand awareness and searches. It thrusts your brand in front of your target audience and generates a buzz, so they start talking about you. Digital PR builds trust signals by positioning you as a thought leader in your field.
And it also drives referral traffic.
9. Reputation Management
Another essential element of Off-page SEO is reputation management, where you do everything in your power to minimize the negative and amplify the positive. Do you only need reputation management if you have a wide presence or a well-known brand? No, because on the Internet, everyone needs it as words – both good and bad – can spread like wildfire. What can happen if you do not have an Off-page SEO strategy to protect your reputation? The following adverse outcomes:
- Low rankings – You will have a hard time moving up Google’s SERPs if nobody is talking about you, nobody can find you due to a lack of online information about your brand and services or products, or everything is negative. By using reputation management as part of your Off-page SEO strategy, you can avoid plummeting through the rankings.
- Self-inflicted damage – Nowadays, even the tiniest mistakes can result in colossal reputation issues for companies. If you ignore feedback on your ads, social media posts, and the like, your reputation could take a huge hit and get worse without having anyone to defend it.
- Negative reviews and comments – Even if you do everything by the book and have the best products and services on earth, there will be negative comments and reviews. A reputation management strategy can help you counteract this negativity by addressing any complaints or accusations as they appear before they get out of hand.
That is what can happen without any reputation management in place. To make it part of your Off-page SEO strategy, try the following tips to keep your reputation from being tarnished, so your search engine rankings do not take a hit:
- Use tools to track your online reputation and mentions – Social Mention, Google Alerts, and Trackur can advise you when someone is talking about your brand so you can respond if necessary.
- Be careful with your messaging – Now, more than ever, it is essential to carefully analyze your message before making it public in ads, social media posts, and other content. If it is offensive, erroneous, or off the mark, it could lead to negative reviews and comments, and visitors you do not want to attract.
- Be active with social media – You can drown out any negativity and create a positive, insurmountable buzz by spreading your ideas via social media platforms like Instagram, Facebook, and Twitter.
- Build online relationships – The more positive relationships you build over time with influencers, bloggers, journalists, and customers in your niche, the more people you will have ready to back you up should someone try to harm your reputation. When doing this, just be sure not to try to pay for relationships or reviews, as that can backfire and create immense issues.
Over half of Americans claim to have listened to at least one podcast, and that number is growing by the day. In short, podcasts are super popular. Omit them from your Off-page SEO strategy, and you could miss out on a massive chunk of potential followers.
The exploding popularity of podcasts is just one reason to use them to expand your brand via Off-page SEO. Here are others:
- You can gain an instant competitive advantage with podcasts since most businesses overlook them as part of their marketing strategy.
- Podcasts offer an ideal format for sharing your expertise on a topic to build trust and authority in your niche.
- You can reach new audiences with podcasts that may be harder to find via other traditional marketing avenues.
- Podcasts offer an opportunity for visibility on search engines other than Google since users search for keywords to find episodes on platforms like Apple Podcasts, Google Podcasts, and Listen Notes.
Expand your Off-page SEO efforts by devoting some time to podcasts, and you may find it much easier to build your brand and reach your potential audience than with typical, overcrowded methods.
Why do so many people buy items online versus in-stores? Besides the convenience, they do it because they can read reviews before investing their money. By having that much-needed peace of mind, they can confidently pull the trigger on making the purchase. And even if they buy in person at the store, they will probably look for online reviews first.
Statistics show that nearly 90 percent of shoppers read online reviews before buying. So if you sell services or products, it becomes evident that your reputation built through reviews is essential to seeing success.
Reviews are often overlooked in terms of Off-page SEO. While they can create trust, increase conversions, and generate sales on autopilot, online reviews also offer the SEO benefit of helping Google understand your site. Google uses reviews to get brand signals, so if yours are positive, they can improve your site’s domain authority and your placement in the SERPs.
12. Social Media Optimization
One recent study found that a whopping 93 percent of people who regularly use the Internet log into social media. As such, you cannot ignore social media as an essential element of your Off-page SEO strategy.
Does this mean that you should focus solely on social shares to boost your placement in the SERPs? No, because while important in spreading the word about your brand and content, social shares are not a direct ranking factor.
Instead of focusing on social shares and your number of followers, look at social media platforms as a type of search engine. Sure, some use social media to interact with others, but many users turn to it to find answers to their questions. Increase your platform presence, and you will be in front of potential customers looking for answers or new brands to follow. In fact, many people will use social media to make first contact with a brand. You can use that to your advantage to engage and interact with them to provide customer service, share your content, drive traffic, increase conversions, and more.