What is Off-Page SEO?
Off-page SEO refers to all SEO tactics that don’t involve updating or publishing content to your website.
It’s important for off-page SEO activities to be part of your overall SEO strategy. Because search engines are becoming better at understanding the context and intent of content, the signals they use to rank web pages have shifted from focusing solely on on-page SEO factors, like keywords, to off-page SEO factors, like links and social shares.
Developing an off-page SEO strategy is a bit more complex than creating on-page SEO because you’ll need to build authority and relevance with users (and search engines) outside of your own site. However, it’s a beneficial strategy that can help you drive qualified traffic to your site.
Why is SEO Off Page Important?
There’s a reason why off-page SEO is so important to your business website — and it all comes down to search engine optimization. Before getting into the importance of off-page SEO, let’s first talk about on-page SEO.
On-page SEO refers to the process of optimizing individual web pages in order to rank higher and attract more relevant traffic from search engines. It includes such things as title tags, keywords, content creation, internal linking and others.
While on-page SEO is important for your website, off-page SEO is also crucial. Think about off-page SEO as building your site’s domain authority. Without this, your site might struggle to outrank websites with higher authority.
Higher authority websites tend to rank better than those with low or no authority because search engines consider them more credible, relevant, and trustworthy.
Let’s take a look at 12 different off-page tactics you can use to grow authority and organic search traffic:
Off-page SEO refers to the ways you can increase a website’s organic visibility outside of your website. While on-page SEO is what you do on your website to improve search engine rankings, off-page SEO is what you do outside of your site to improve rankings.
1. Link Building
Link building is a process of acquiring hyperlinks from other websites to your own. The goal of link building is to increase a website’s authority and rankings in search engines like Google. In practice, link building involves securing links on external sites that point back to your own domain.
The more people link to you, the more Google sees your site as a valuable resource – and the higher it will rank you in results.
Given Google’s algorithm, link building remains an integral part of any off-page SEO strategy. But it is important to understand how to best build links for your website and niche.
Earning backlinks from high-authority websites helps position your site as an authority. These high authority links work like a “vote of trust” from one site to another. You can check more about Link building here
2. Brand Building
The short answer to how brand building impacts your SEO strategy is that it helps you to build links and drive traffic. But the brand building is much more than this; it’s a long term strategy that helps you to build trust, grow your audience and ultimately, see greater financial rewards.
Nowadays, when people want to find out more about your company and the products or services you offer, they will go online. And once again, good reviews and positive sentiment on social media help you stay ahead of the competition.
When people go online to do their research, they’re not just looking for the facts about your product or service but rather information about who you are as a brand and what makes you tick. They want to know what makes you different from your competitors; the values you stand for; and why they should trust (and buy from) you.
So if you want to build your brand online successfully, here is what I recommend:
Ensure that your message and tone of voice are consistent across all of your marketing channels. This will help establish trust with potential customers.
Be open and honest, share how things work, how products are made, the challenges you face etc.
Be more than just ‘me too’ features.
Explain the benefits of your products/services and how they will make customers’ lives better in some way.
Create a FAQ section on your website or blog and address common questions about your products/services, industry and business in general.
You can also check how to build your brand in our blog post
3. Content Marketing
Taken together, content marketing is a great way to generate links and increase the visibility of your brand. But it’s also a great strategy for owning SERPs — and in turn, driving more traffic to your site. That’s because you can use content marketing to target very specific terms across a range of different platforms.
It is all too easy to think of content marketing only as an on-page SEO tactic — that being, the creation and publishing of content that sits on your website.
But, taking a holistic view, content marketing spans both on-page and off-page tactics. Publishing great content on your site is only one part of content marketing; any content you create and publish anywhere on the web falls under content marketing.
If you write a guest post or publish an infographic that gets linked to a top-tier newspaper, that’s content marketing.
Content marketing is related to SEO because it can help you get links from other sites that could lead to an increase in rankings on the search engine results page.
Creating excellent, engaging assets can make it easier to promote your content, and it could encourage others to share it too. Typical content marketing tactics that help boost off-page signals includes:
- Blog posts
- Surveys, studies & research papers
- Whitepapers & eBooks
4. Local SEO
Local SEO is the process of optimizing your website, social profiles, directory listings and reviews so that you can rank better in search results for local searches. It’s an important strategy if you’re a brick-and-mortar business with one or more locations (for example, a retail store, restaurant, or hotel). While local SEO is a complete discipline of SEO in its own right, certain elements are key off-page SEO tactics — two are Google My Business and citations.
Google My Business is a free service that allows businesses to manage their online presence across Google — including Search and Maps. By creating a Google My Business profile and verifying your business information, you can both help customers find you and tell them the story of your business.
Citations are mentions of your business name and address on other web pages—even if there is no link to your website. An example of a citation might be an online yellow pages directory where your business is listed, but not linked to.
Claiming and keeping your citations consistent as you build them out across the web helps search engines determine the location and category relevance of your business (helping them show the correct search results). This in turn helps boost rankings in maps results if the searcher has location signals enabled (such as searching from a mobile device or from a desktop with location services turned on).
5. Social Media
There’s no denying that we live in a social-first world. 93% of regular Internet users log into social media.
Social media plays a massive role in using the web and searching for answers to our questions. Think about it this way; social media platforms are a type of search engine.
However, you should know that social shares aren’t a direct ranking factor. Treat social media platforms as search engines and discovery platforms.
If you can get your content shared on these platforms, your content will get more exposure and more people will be able to find it when they search for your topic on Google.
Your presence across social can put you in front of potential clients and customers looking for answers to their questions or for the right brands on the social networks they use.
We’ve created this guide to help you understand why social media is so important, what tactics will be most effective, and how to get started. Let’s dive in!
Forums are a highly targeted way to get relevant traffic to your site. Why? Because people are grouped by things like interests, hobbies, and other commonalities.
For example, if you sell hiking gear, you can find forums that are specific to hikers, backpackers, and outdoor enthusiasts.
As a member of these sites, you can help people with questions they have about hiking or gear. You can also provide content and resources that help them along the way.
Eventually, these users will make their way to your site as a result of the value you provide them on the forum.
The challenge is that you need to be patient when using this tactic. It’s not something that will get you results overnight. However, it’s one of the more effective ways for getting highly targeted traffic from forums.
7. Influencer Marketing
Influencer marketing comes in several different forms today. Rewind a few years, and the tactic was about bloggers doing sponsored posts. Today, it’s all about Instagram, YouTube, and TikTok.
Influencer marketing can be a phenomenal way to build your brand, amplify your content, and reach new audiences.
We have already discussed how social networks are search engines in their own right. While they are used differently from Google, they are a form of a search engine where users are actively looking to find content.
Just think about the person going on YouTube to find a review of a new pair of running shoes or someone going on Pinterest to discover new recipes for dinner.
When it comes to influencer marketing for small businesses, you can either pay for an influencer to produce content for you or work with them organically by creating or curating content that aligns with your brand message and goals.
When we talk about events, we don’t mean offline-only. Soapbox and webinars are fantastic examples of online events.
The idea is that you put on an event to engage your audience and give them something to discuss. The event doesn’t have to be full of bells and whistles or have a huge budget. But it does need to be engaging, unique and interesting for your target audience
The primary benefit is an increase in the buzz around your brand. If you run a successful event, then you can generate a lot of positive press coverage and social media activity, which means more links, more traffic and better visibility overall.
It’s also easier to create relationships with key individuals in your industry at events (particularly if they attend as speakers). These relationships are vital for building links through outreach later on
9. Guest Posting
Guest posting involves submitting content to someone else’s website to provide information and value to their audience. Guest posting puts your brand in front of a targeted audience, earns targeted traffic, and helps to position you as an expert in your field.
Your primary objective of guest posting should be to reach a new audience, get in front of a related site’s traffic, and build your brand. When you approach the tactic with this mindset, you will find that it can be highly valuable.
Guest posting can be extremely valuable for building links, but that shouldn’t be your only goal. You should also focus on increasing your reach and brand awareness with each post you put out.
Podcasts are insanely popular right now, and they are continuing to gain more listeners every month. 57% of Americans have listened to podcasts at least once.
If you are not using them as part of your marketing strategy, you could be missing out on huge opportunities.
Let’s look at the benefits:
- Position yourself as an authority in your industry
- They’re great for SEO, especially if you upload your podcast transcripts on your website
- Reach a new audience (iTunes and Spotify have a combined over 100 million users)
- Podcasts build trust with your audience by connecting with them on a deeper level
- They’re free!
Did you know that acccording to survey 89% of people consult online reviews before making a purchase ?
Your online reputation has never been so important. Reviews are a massively underrated off-page SEO and online reputation management tactic.
Studies show that consumers trust reviews from other consumers as much as they trust recommendations from friends and family. So, it really is no surprise that reviews are being incorporated into local search algorithms and other marketing platforms at an astronomical rate.
12. Content Syndication
The process of content syndication is easy. Site A, the publisher, has a news article or blog post that they want to put out on their site. They also want other sites to use it, so they agree that Site B and Site C can use the article for free in return for a link back to the original source on Site A.
For this to work, you need to have a good relationship with another publisher or site owner, but if you are part of an organization that has many sites – as a newsgroup – then this will be easy. But if you’re not part of a network, you can still do it.
To arrange content syndication you have to speak to the owners of other sites and blogs and see if they’re interested in using your content. It’s easy really. You just need to offer them something useful and valuable as a trade-off for them linking back to you.
No matter how you take your SEO, remember that off-page SEO should be more than simply targeting one of the major search engines. Your off-page SEO is about establishing your brand, connecting with followers, and producing and distributing content. Sure, it helps your ranking factor score—but the bigger-picture goals are more important.
If what you see here is relevant for you and can help you grow your business or organisation, we’d love to discuss further with you. Drop us a message or schedule an appointment with us.