Off-page SEO includes all the activities you perform outside your website to improve your site traffic and boost ranking. This includes creating backlinks, promoting your content on social media, etc. In this blog, you will learn what is off-page SEO and why it is important.
What Is Off-page SEO?
Off-page SEO is a set of activities you do outside your website to increase your search engine ranking. Off-page SEO includes factors like backlinks, social media promotion, brand mentions, guest blogging, etc.
Off-page SEO vs. On-page SEO
There are many differences between off-page SEO and on-page SEO. Some of these are mentioned below.
Off-page SEO includes page ranking factors outside your website. This includes promoting your website on social media platforms, guest blogging, etc. Google uses such factors to measure your site’s credibility and authority. While you can work hard to improve your off-page SEO, you have very little control over it.
On-page SEO is optimizing your website by using keywords and internal links. The main focus of on-page SEO is to create quality content and optimize HTML codes. Google uses these factors to determine how relevant your pages are. Unlike off-page SEO, you have complete control over on-page SEO.
Why is Off-page SEO Important?
Off-page SEO is crucial because it lets search engines understand that your website is vital in giving what people need online. Each link that you get is a form of endorsement from another website that your content is quality.
The external links also function as tie-breakers for websites with the same on-page SEO quality or methods so that search engines can rank these websites accurately. This helps validate the authenticity of your website and provide it with added credibility.
Search engines such as Google measure off-page SEO efforts by the quality and number of external links. From these efforts, they can see how valuable your website is when people search for your niche and provide pertinent results. When a page does not have off-site SEO, it will likely not be visited.
Link-Related Factors for Off-Page SEO
Backlinks are likely the most important element of off-page SEO. That is because of PageRank. This algorithm that checks the quality and quantity of backlinks is the foundation of Google search. Because this is still a ranking element, it is important to know link-related factors for off-page SEO.
Number of referring domains
Generating more links from specific websites or referring domains is equal to better ranking and better organic search. Nevertheless, it would be best if you did not solely concentrate on creating more backlinks to your site in general. Instead, you directly create them to the individual pages that you want to rank on search engines.
Not all links are the same because they differ in quality. This is due to how PageRank works. The higher the authority a linked website has, the more power it gives to the pages it links. Therefore, getting a link from a high-domain website has more value than from pages that have low authority.
To determine the authority of a page, Google had the PageRank scores publicized. Nevertheless, this was stopped in 2016. Even though there is no duplicate of PageRank available, you can find other similar metrics. One of these is UR that displays how strong a target backlink profile is by giving a score of 0 to 100. The URL rating of all referring web pages can also be seen in the backlinks report. When searching for potential backlinks, these can help you see a linking page’s authority and quality.
Dofollow vs nofollow
“Nofollowed” links or links that have a rel= “nofollow” tag do not get transferred by Google to PageRank. Therefore, it will help you a lot if you give importance to “dofollow” links. Many links can be followed. Nevertheless, for some websites such as Forbes, these give virtually all external links a “nofollow.” If you want to create links from a website actively, you need to ensure that you follow the external links.
“Nofollowed” links still have worth because these can increase referral traffic. This can indirectly and positively affect your SEO. However, if you put much effort and time into building links, you can identify how you prioritize your efforts.
An anchor text is a clickable word or phrase that connects users to another page. Google utilizes different methods to develop the quality of search. Aside from location information and ranking, it uses anchor texts. Therefore, it can be said that an anchor text that lands on your webpage can influence your page’s rank if the anchor text is relevant to the main idea of your website.
Except when doing guest blogging, creating links through white-hat techniques such as keyword analysis, would not give you much control over the links you get from anchor texts. In using anchor texts, you just need to remember to insert them naturally in your content and make them relevant.
Backlinks are indeed effective on off-page SEO. That is because if a site decides to give you a backlink, it means that your content or brand can be trusted. Nevertheless, considering relevance is important.
The connection between the external website and your website is important. For instance, if you have a travel website and receive a link from a tour company, this backlink has more value than a clothing website.
Non-Link-Related Factors for Off-Page SEO
As you have understood, off-page SEO is all the outside actions you do for your website to impact its rankings. Therefore, many think that backlinks are the most effective. Aside from backlinks, there are many non-link factors.
Google My Business
Google My Business or GMB is Google’s business profile that is free of charge. These are the profiles that rank well on Google’s snack pack results. You can locate these at the top of local search results when you type in a query. Nevertheless, having a good GMB profile is not enough. You need to optimize your GMB profile.
Optimizing it is the most crucial factor to rank in the snack pack. It is also the 4th most crucial factor in standard local organic searches. If you want the local queries to land on your page, such as “tutor near me,” you have to claim and optimize your profile. This can be a critical factor in improving your off-page SEO.
In Google’s snack pack, reviews are the 3rd most crucial component and the 5th most vital in standard local organic searches.
In general, you will get a higher rank on the snack pack if you have genuine and positive feedback on your GMB profile from authority websites. Depending on how much authority these websites have, that is also how influential you will be on the local organic search ranking.
Brand mentions can be considered a linking and non-linking off-page SEO factor. It is apparent how linked brand mentions affect the value of SEO. However, how do the unliked ones affect SEO? Google indirectly communicates with this kind of brand through its patents. These are the references for the system to be able to effectively tall linked brand mentions and brand mention without links.
This makes sense because the main difference between linked and unlinked brand mentions is the clickability. This can generate more traffic. If you want to utilize brand mentions as one of your off-page SEO factors, here are some ways you can get them:
- Doing guest blogging
- Reaching out to other websites
- Guesting on podcasts
- Creating viral content
Social media marketing
Social media marketing can be a factor for Google when it ranks a page. You need to attract people so that search engines such as Google can give your website a high rank. As mentioned, when your brand or website is mentioned through links, it gives you more edge.
Instagram, Twitter, and Facebook are some of the social media giants. These platforms know the formula on how to keep their audience engaged.
They know what to give so that people can feel entertained and inspired. They can connect them to communities with the same interest and provide them with other things they want. That is why many online marketers took advantage of these to advocate their brand and market it.
Some effective techniques of these social media platforms are the sharing and linking of content. Therefore, it is a great opportunity to increase your site’s visibility. When you share pertinent, interesting, and fresh content, you will likely reach out to more potential audiences and fans.
This is one of the most popular and effective off-page SEO non-link related off-page SEO factors. That is because it makes building links and reputation easier. When you create content for another website, the host website will give you a link to your profile or your web pages. This makes backlinking efforts great.
How to Do Off-page SEO
Now, you have a better understanding of how vital off-page SEO is to your website’s success. Here are some of the ways on how to effectively do and apply off-page SEO:
Build more links
Backlinking is indeed the most known method of off-page SEO. The objective of getting backlinks is to create a natural connection from other websites to yours. Therefore, you should aim to get backlinks from respected websites. This can result in more traffic to your website and help search engine bots to decide your rank. Getting links from respected platforms can greatly benefit your site.
There are a lot of benefits to doing this because this is the main method of navigating online. These links provide users with a better experience. Moreover, users can find what they are looking for when they have the chance to navigate and look for information from other websites.
Get good reviews
When you develop your online reputation, it is good to build it using the reputation of others. By utilizing influencer marketing, you can create good relationships with other influential and reputable businesses and people.
You can ask them to share your content or page and advertise your website. Once online influencers mention or share your content, you can enjoy the same effect on SEO because your brand has more mentions, more web traffic, and better online reputation.
Update your content regularly
Search engines such as Bing and Google have bots that navigate through websites to rank and index them based on their search results. When you consistently update and optimize your content, search bots can increase your search ranking. As you update your content, your page becomes more visible on the SERPs.
Get a Wikipedia page
One of the primary components of Google’s algorithm is the links it gets from authority websites. Google uses this to measure the trust and the pertinence of other websites. Wikipedia is considered to be a relevant and trusted resource platform. Nevertheless, there was a time wherein much spam was generated when harnessing links from Wikipedia.
For off-page SEO methods that concentrate on building links and using keywords, it resulted in Wikipedia being less appealing for building links and using off-page SEO.
Get mentions on forums and authoritative websites
Even though backlinking is the most well-known off-page SEO strategy, getting mentions from authoritative websites and forums can create page links.
There are 2 major advantages when domain websites and forums mention your page. First, your website will have more traffic. Second, it can be a determining factor for your page’s rank. Therefore, when you are mentioned on forums and contextual websites, you will greatly benefit.
You can enjoy these benefits because mentions can be used to give users a better experience. They can find the information they want quicker when they see your page mentioned in websites and forums.
Highlight your credentials
To get the trust of people and search engines, you need to work hard. Your goal should be for people and businesses to trust your brand so that people would be willing to buy from you, and more businesses will endorse you.
To increase the people’s and businesses’ trust in you, you ought to emphasize how good your website and its content creators are. You can also get feedback, endorsements, and other trust elements. It would be best if you made people realize that they can trust your content. The same goes for search engines when they rank content and websites.
Frequently Asked Questions (FAQs)
Still have questions? Below are the answers to the most searched queries about off-page SEO.
Off-page SEO works through the activities you do outside your website to boost your search engine rankings. This includes external link building, social media promotion, guest blogging, commenting on blogs, etc.
2. What is the difference between off-page SEO and on-page SEO?
Off-page SEO includes the SEO activities you do outside your website (E.g., social media promotion, guest blogging, backlinking, etc.). On the other hand, on-page SEO is what you do inside the website (meta description, title tags, keywords, etc.).
3. What are the types of off-page SEO?
1. Leaving comments
2. Writing guest posts
3. Mentioning brands
4. Posting on forums
5. Reaching out to influencers
6. Utilizing social network and social bookmarks
7. Building dead links
8. Sending newsletters
9. Answering questions
10. Content marketing
4. What is an on-page SEO technique?
On-page SEO or on-site SEO is the practice of optimizing your content for search engines. The main goal of on-page SEO is to understand the language of search engines and help the search engine bots decipher your website content.
Finally, off-page SEO may look challenging compared to on-page SEO. One reason for this is that there are off-page factors that are out of your control. However, this is where the advantage comes in because your website becomes more trustworthy when you work hard on off-page SEO efforts.
Many factors mentioned can indirectly affect traditional offline and online marketing techniques. For off-page SEO, you are not required to have many links or brand mentions to get a good rank. If you have a small business, offline marketing efforts on a smaller scale can work.