Ranking on search results is a central marketing milestone every business craves. After all, discovery is the main aim of having an online presence.
But how can your site rank better on search engine results pages (SERPs)? Two factors play a major role: on-page search engine optimization (SEO) and off-page SEO.
Most content optimizes for on-page SEO — like headings, content structure, hyperlinking, and using relevant keywords. Your content might be good, but without a proper off-page SEO strategy, it may not be reaching your target audience effectively.
But what is off-page SEO? It refers to anything done outside your site to promote its visibility in SERPs. For your site to rank, you need to know how to optimize for off-site SEO correctly.
In this guide, you’ll learn:
- What Is Off-Page SEO?
- Benefits of Off-Page SEO for Your Business
- Off-Page SEO Techniques
- Final Thoughts: What Is Off-Page SEO: What You Need To Know
What Is Off-Page SEO?
Off-page SEO includes domain authority — how trusted your site is in a particular niche — high-quality link building, social shares, and local SEO.
Off-page SEO is part of your content creation strategy to bring in more organic traffic to your site.
SEO plays a huge role in your site's visibility. 61% of marketers say SEO and organic traffic are more effective in lead generation than any other digital marketing tactic.
Headline structure, formatting, keywords, and links define SEO for most content creators. All of those are on-page SEO tactics.
But having a good off-page SEO strategy will complement your on-page efforts. As a result, your content will have better outreach.
Benefits of Off-Page SEO for Your Business
You have an idea of what off-page SEO is all about now. So how can it affect your business's online presence?
Off-page SEO focuses on external efforts like backlinks and social media. An important aspect of off-page SEO is your site's trust with your audience.
Taking it quite literally, no one shares what they don't like. Search engines translate more shares and backlinks as a good rapport. People are searching and clicking on your content, and they share it. Google, and other search engines, tend to like that.
Below are some other benefits of implementing off-site SEO:
- Higher search engine rankings: Business visibility on search plays a crucial role in complementing your marketing efforts. It means more leads for your business.
- Website exposure: The higher the site ranking, the better your exposure is — even on other platforms.
- Domain authority: Search engines consider most off-page SEO factors as your trust gauge. Google, in particular, often shows high-authority sites on the first page of SERPs.
Off-Page SEO Techniques
Off-page SEO has a historical association with building backlinks.
Having other websites link back to yours is one thing, but ranking as an authority site is another. To ace the competition, you have to optimize your site with both on-site SEO and off-page factors.
Common off-page SEO tactics include:
1. Link Building
Link building can form the basis of your entire off-site SEO strategy. You can position your site as an authority in your niche with proper and effective use of backlinks.
Decide which authority sites to link to, as they can impact your own domain authority.
Remember that all links should add to your website traffic. Any website that links back to your site should be active and relevant to your niche or topic.
Link building can increase your site's traffic. Since the backlink’s from a domain that’s already an authority in your niche, you’ll be sharing information their audience already loves.
Call it preaching to the choir.
Link Building With Authority Sites
Your backlinks should come from authority domains. Brand mentions show search engines that your business's trustworthiness is high. And search engines like Google are more likely to recommend your content to other searchers.
Use natural links with relevant anchor text as recommended during your keyword research. Tools like Semrush and Moz will help you come up with competitive keywords.
Avoid Broken Links
The number one hurdle to the link-building tactic for off-page SEO is broken links.
Broken links don't affect your discoverability on search engines. But they can hurt your domain authority as your audience won’t get the information they seek. Broken links leading to your webpage can frustrate your audience and cause them to lose trust in your site.
Imagine searching for "how to build a course website," and a 404 error pops up when you click on a website link. That doesn't feel good.
That’s why it's crucial to use the right types of links that add value to your link building strategy.
Broken Link Building
Another way to populate your backlinks is by using the broken link strategy.
You can analyze websites in your niche with broken links using a tool like Ahrefs. By using the tool’s metrics, you can identify which websites are fit for your content. Message them asking for a collaboration, and you might get a positive response.
This analysis can form your best page optimization source.
While your backlinks should be from authority sites, they should also be in your niche. Niche relevance ensures you get quality backlinks to your webpages.
Remember, you can't buy oranges from a car showroom.
2. Local SEO
Optimizing for local searches is an integral part of what off-page SEO is, especially for local businesses. The following are ways you can improve your local SEO:
Google Business Listing
Google My Business is an incredible free tool you have to take advantage of. It offers vital details about your business to potential customers, like contact information.
Claim Your Online Business Profiles
Verify your business profile on all online listings. A verified business is more credible and alluring to clients. Also, your business will get recognition from search engines as a brand name.
Encourage reviews on online platforms like Google, Tripadvisor, and Yelp. You can make more informed business decisions with this raw feedback from real clients.
Put the same contact information on all platforms to build credibility. Conflicting information could turn off potential clients.
3. Content Marketing
Content marketing focuses on content creation, publication, and distribution to a target audience. And on-page and off-page SEO are part of that.So how can you use content marketing as an off-site SEO technique?
A guest post on a reputable website linking back to your site gives your brand credibility. To enhance your authority, try to get backlinks on these guest blogs.
The main advantage for a guest blogger is that the audience is already interested in your niche. Your guest post readers are more likely to click on your site and enjoy your quality content. Incorporate infographics that link back to your site for even better market penetration.
Reports and Surveys
Case studies (like white papers and downloadables) can help your site maintain a readership. Surveys are also helpful for audience feedback.
4. Brand Building
Google’s algorithm likes brands.Build your brand around specific keywords in your niche — for example, web development. When someone searches for web development tools, your page rank will be higher on SERPs.
Take Tesla, for instance. You already know what will come up when you search for that keyword: Elon Musk and electric cars. Brand authority prompts search engines to your business for specific related searches.
Brand awareness also has a reputational impact on search engines and potential leads. Be the Tesla in your niche.
5. Social Media
A mobile user in the U.S. spends 123 minutes on social media daily. Getting a portion of that time can boost your shares, leads, and sales.
A 2022 report by Wyzowl shows that 93% of brands increased awareness from videos. That means you should try to leverage videos on social media to promote your brand.
Don't forget to engage with your target audience on forums such as Quora and comment sections on social media.
Affiliate marketing and influencer marketing can also ramp up your social media marketing basket.
Social media is an attractive tactic due to its variation. It can be a goldmine, especially for ecommerce brands. With targeting, you can sell your products without exiting the platform.
Using these five methods to build your off-page SEO is essential, but note that they aren't the only ranking factors for your brand. Practice each step to maximize your benefits.
Final Thoughts: What Is Off-Page SEO: What You Need To Know
Off-page SEO and on-page SEO work to rank your website higher in SERPs. Make the most out of off-page SEO through:
- Link building with authority sites to create trust with your audience and search engines.
- Enriching your local SEO by creating business profiles on Google My Business, Tripadvisor, and Yelp.
- Expanding your content marketing strategy to get backlinks through guest posting, downloadables, press releases, and surveys.
- Building your brand as a trusted source by ranking on specific products or names in your brand.
- Leveraging social media marketing to get shares, engage with your audience, and update your information bank on the platform.
Whether it means more sales or increased traffic, your brand will get the most from the internet with these simple steps.
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