Search Engine Optimization (SEO) has been around almost as long as the internet, and businesses have used it to reach new audiences, drive traffic to their websites, distribute knowledge, and drive growth since its creation.
However, SEO has evolved significantly since its inception, from stuffing as many keywords as possible into text and cramming pages with low-quality backlinks to today’s authority and content-driven approach. SEO has evolved into a complex technical strategy that is heavily influenced by user behavior over time.
To ensure that high-quality websites appear at the top of search engine result pages, SEO now employs both on-page and off-page techniques.
But what is off-page SEO, and how can digital marketers use it to increase its effectiveness? In this article, I’ll explain what off-page SEO is and the steps you’ll need to take to improve your off-page SEO.
What is Off-Page SEO?
Off-page SEO involves all the actions you take to impact your search engine rankings that fall outside of your website.
Off-page SEO practices include:
- Building Quality Backlinks
- Being Active on Social Media Platforms
- Guest Posting
- Local SEO Efforts
Why is Off-Page SEO Important?
When calculating a page’s rating, search engines consider a variety of criteria. While some of the factors are based on the content and performance of your website, Google also gathers information about your site from outside your domain. This is why off-page SEO is so important.
One of the top ranking variables is link building, which is an effective off-page SEO approach. That’s because Google is founded on PageRank, an algorithm that evaluates the quantity and quality of a page’s backlinks.
An off-page SEO approach complements your on-page SEO efforts by enhancing your domain’s reputation, relevance, trustworthiness, and authority.
Off-Page SEO Tips
1) Link Building
Links from other sites on the web act as votes of confidence for your website.
The more votes you receive, the higher your search engine ranking will be. Conversely, the fewer votes you have, the more difficult it will be to persuade Google that your site is reliable and authoritative.
Backlinks help you gain credibility by allowing other pages to vouch for you. An off-page strategy that should be at the top of your list is to create an external link from trustworthy sites.
You can obtain a multitude of different types of links, including:
- Natural or earned links that are those your brand is mentioned organically by editorial journalists and customers.
- Built links that necessitate some effort on your part, such as contacting publishers to request link attribution or mention.
Methods like spamming forums and comment sections with links to your page might get you punished by Google, therefore it’s crucial to employ white hat ways of generating backlinks.
2) Social Media
Social media is not only a great tool for promoting your brand awareness but it is also a great way to boost your Off-Page SEO.
When you share information on social media and drive traffic to your website, Google sees that you’re getting visitors from a variety of sources and that you must have engaging, high-quality content.
This is why it’s critical to engage your community on social media and leverage it to distribute content. More engagement means more shares, backlinks, and clicks, all of which assist in increasing domain authority.
3) Local SEO
Local SEO refers to the process of optimizing a website for local search results. This is usually reserved for physical stores or businesses that serve customers in specific geographic areas, such as hair salons, plumbers, or restaurants.
You must send signals to search engines that serve consumers in local locations for this to operate. How do you go about doing this? Here are a few important tips:
- Include your business in local and national directories, such as Google My Business and Bing Places.
- Claim your listing on review sites such as Trip Advisor and Yelp.
- Encourage your consumers to leave positive feedback about your business.
- Ensure that your contact info is consistent across all digital platforms.
Check out this article for more information on local SEO.
4) Guest Posting
Guest blogging is one of the most successful off-page SEO tactics because it aids in both link building and reputation building.
When you write a guest post for another website or blog, you can usually include a link to your own website in the post or author bio. This link adds a backlink to your profile. It also helps to establish your reputation because your name and brand are mentioned on another website.
However, guest posting is no longer as simple as it once was. Websites with higher domain ratings are getting overburdened with requests, and many of them are simply stopping to respond.
When compared to larger or more popular websites, I’ve had more luck reaching out to related niche websites that aren’t getting as many inquiries. These websites are happy to receive a well-written, one-of-a-kind post for free.
Implementing these Off-Page SEO tactics on your website will be well worth your time in 2022 and beyond if you want to improve your website rankings.
Remember that SEO is a complex process that requires site owners to make continual adjustments to their websites and stay up to date on the latest SEO trends in order to improve their ranks, traffic, and conversions.
I hope you now have a better understanding of off-page SEO. With a strategic approach and actionable tips, you have the opportunity to significantly boost your ranking and increase your conversion. If you need help implementing any of the above suggestions, please contact me! You know I am always happy to help.
Ethan is a Full Stack Web Developer and SEO Specialist based in Pittsburgh, PA. In his free time, Ethan enjoys working on various projects involving Ruby, Vue and AWS applications.
Ethan graduated from The Firehose Project coding bootcamp in 2016 with a focus on Ruby on Rail and Computer Software engineering.