We know the importance of Search Engine Optimization (SEO) to any business or company that struggles to make a mark in an endless space of endless content.
To make it a little easier, today we're going to go over some techniques that will help you understand how to do off-page SEO and, in particular, improve your off-page SEO game.
What is off-page SEO?
Off-page SEO refers to all the techniques that you use to optimize your website. It uses external factors that is, those that are not part of your website and hence the name.
Off-page SEO mostly refers to any advertising that you do to increase brand awareness and improve sales. This form of search engine optimization works for all things outside of your website that are marketing your products / services in one form or another.
The hallmark of a good quality website is the number of backlinks or referrals it receives from other websites. This is one of the most important off-page SEO factors.
Off-page versus on-page SEO
Off-page and on-page SEO are both pretty self-explanatory terms and work to improve the visibility of your website using external and internal factors, respectively.
Off-Page works on optimizing your content using other websites, while On-Page works on optimizing your website.
Neither is better than the other because they complement each other and both are equally important in effectively improving your SEO rankings.
Off-page SEO factors to consider
Some off-page optimization techniques that must be considered in order to successfully perform off-page SEO are:
Optimize your backlinks
Backlinks are links on a website that take you to another website on the web. To increase the number of links on your website that are shared over the internet, include them in your off-page SEO strategies.
- Produce highly researched content so that users can use it to provide quotes for their work. Backlinks are the digital form of a quote. This way you can increase their number
- There are certain formats of content that have been shown to drive the most backlinks. Some of these are quizzes, lists, guides, and infographics. Focus on this
- Send "feeler" emails. These are just emails that are sent to see if content / products have resonated with that person. They do not contain any links and only send after you have received a positive response
Tap into the potential of social media
Instagram, Facebook, LinkedIn and other social media platforms essentially determine our lives these days. It only makes sense to use their power to improve your SEO score.
Since mentions also count as links, social media can change the game for you. So this can be considered one of the best off-page SEO strategies out there. Create quality content, delight your audience, and invest in your work. Analyze their settings, create them accordingly and publish the content you want.
Social media has endless potential and all it takes is quality and consistency.
Boost your website branding signals
Brand signals are the means Google uses to judge whether your brand is credible or not. Amplifying these signals is a very underrated technique. It can be done in many ways, some of which are:
- Find out which exact phrases are used when users search for your brand, then increase the use of those phrases in your work
- Take the help of YouTube marketing as the platform has tremendous reach and if you are able to attract even a decent following, it will reflect your brand's image well
Write guest posts
Guest posting on various websites is one of the best off-page SEO techniques that will help your website in two ways.
- You will of course increase the number of your backlinks and get more organic traffic
- It will help you establish yourself as an expert in your field
When you contribute to other people's websites, you are helping them too, and that's always a bonus.
Enhance your E.A.T.
EAT. stands for expertise, authority and trust. E.A.T is one of the most important off-page SEO factors that make Google users trust a website or brand. It can be improved by:
- Links and mentions contribute to brand awareness. However, mentions can work better when done by an established website. So work on getting mentions from sites that have reach
- Increase the number of your positive reviews as Google would never favor brands / companies that have negative or new reviews online. Work on getting good reviews online
Create amazing graphics
Visual content is always preferred by the audience. So work on creating stunning visuals. If they are good and informative enough, others will use them as well and hence, you will get more organic traffic through the attribution link. So don't forget to add this to your off-page SEO checklist.
Even if the link isn't provided, it still mentions your brand name and that's always a plus
Create long-form content
Curating long-form content is one of the best techniques for off-page optimization. It has been reported that you get more backlinks than the smaller ones. Even if they don't magically drive more links towards you, it will increase your chances.
Be active on the web
By this we mean that you should comment on blogs and answer questions on forums to increase your brand's visibility. Forums like Quora, Reddit, etc. get a lot of traffic and there is a lot you can do by being active here by improving the traffic on your website. Most people ignore this because reading and commenting on other blogs takes so much time is one of the most important off-page optimization techniques.
However, never go overboard when commenting or replying and immediately add links to your websites. First, establish yourself, get credibility, and then do that. Even then, answer the question first and only then add the links if relevant.
Participate in Roundup Posts
Even if it seems too "mainstream" or too obvious, it has proven to be a very effective off-page SEO tactic. When you are part of a summary, your online presence and thus that of your brand is built and promoted.
Work with influencers
Working with the people who are established in your niche and creating quality content will only work in your favor. Do your research and find the ones who best understand your product or service.
Reach out to them and let them see the value of your product so that they can promote it on their various profiles. This is one of the types of SEO off-page that adds value to your product and thus gives you better reach and increases your conversion chances.
SEO is complex and simple at the same time. Although there are certain things that are a bit complex, the moment you understand them they become simple. But take it from us, it's worth it. It will always be worth doing your research and investing your hours in understanding the many SEO techniques that can help you improve your SEO rankings because, ultimately, the payoffs are incredible.