The Ultimate Off-Page SEO Guide
Most companies are familiar with the term On-Page SEO but mention the words Off-Page SEO, and you’ll be greeted with a blank look. Companies need to understand the importance of Off-Page SEO in ensuring the growth of their business.
Off-Page SEO is as critical in improving ranking as On-Page SEO.
Off-Page SEO is a catch-all term that includes all references to a website that the owner can’t control. This can include links to sites on other webpages, blogs, discussion forums, or social media platforms.
When designing an online presence, it’s essential to keep in mind not only how consumers will view and use content, but also how industry experts will consider it.
I advise my clients to focus on two main categories of Off-Page SEO: Link Building and Relationship Building. Relationship Building is any type of outreach, including guest blogging, social media engagement, influencer outreach, podcasts, and interviews.
In the past, companies also focused on Social Bookmarking, and while it can sometimes be useful for exceptionally niche products, it’s not as effective as Link and Relationship building.
Some examples of Off-Page are:
- An influencer tweeting out a link to your blog (Relationship Building)
- A reputable writer quoting content from your website (Link Building)
Neil Patel says it best, “Off-page search engine optimization is not just about links. It goes deeper than that. For example, brand mentions (your site URL or brand name mentioned on another site without a hyperlink) are an integral aspect of off-page search signals.”
Link Building 101
Link building is the number one type of Off-Page Seo, and it can also be the trickiest. It requires high-quality content that people will want to link to. It also requires promoting your own content so it can be linked back. Whenever another site links to your content, a backlink is created. It’s referred to as a backlink because site’ are essentially “linking back” to your site. Link building to develop backlinks is crucial to improve a site’s organic site ranking on Google. The more high-quality links to your website, the higher your PageRank is in the search engine’s algorithm.
Done correctly, Link Building can improve keyword rankings, increase relevant organic search traffic, and improve industry authority.
To have backlinks, a site has to have quality content that is easily viewed. The design and performance of a website are crucial. If the content is excellent, but the site design and loading times are slow, then people won’t take the time to stay on the page and read the information. If the site is flashy and visually appealing but has no real value, then it won’t receive backlinks.
Relationship building is another crucial part of creating backlinks in the Link Building process. This includes submitting guest posts to another site, reaching out to social media influencers, and building contacts with journalists/bloggers in your field.
Does Off-Site SEO Really Matter
Off-Site SEO can take effort, but is the payout worth it? According to moz.com, the data says yes. “While we don’t know the full algorithm Google uses to rank content, data from our Search Engine Ranking Factors study show that off-site SEO-related factors likely carry more than 50% of the ranking factor weight.”
Off-Page SEO done correctly doesn’t just increase traffic to a site; it establishes the company as a thought leader, an expert, and an industry disrupter.
The more powerful your authority, the more trusted your brand, and the more customers are willing to purchase your products.
It’s important to remember that a successful Off-Page strategy begins with website development. If the user experience of a site is poor, even the most stellar content won’t be viewed or shared. Content should be optimized for sharing and written with your audience in mind; it needs to include information that they can only find on your site. Finally, you need to be creating relationships with bloggers, journalists, industry experts, and social media influencers.
Off-Page SEO is the final push your business needs to move onto the first page of Google results.