To put it simply, improving the “off-page SEO” of a website involves making sure that both the search engines and the users perceive that a website offers high quality content.
In order to gain visibility outside of your own website, you need to get links from other websites from those that are reputable and trustworthy in their own right, mentions of your brand, shares of your content, and “votes of confidence” from outside sources
SEO on-page isn’t enough to rank high on Google and increase organic traffic for your brand. Successful SEO strategies include off-page SEO. Here’s what it is, how it works, and how you can use it to boost your site’s visibility.
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The 11 most effective off-page SEO techniques
The term “off-page SEO” refers to all SEO tactics that do not involve updating or publishing your website’s content.
The term “off-page SEO” has been used interchangeably with “link building” for many years, but there are many off-page SEO tactics to consider, such as:
Your site’s authority, trust, and relevance increase as a result of these tactics, which will help both search engines and users better understand your site.
Here’s how it works:
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There are three types of SEO tactics: on-page SEO, off-page SEO, and technical SEO. But what’s the difference?
Off-page SEO helps you build your site’s domain authority. It may be challenging for your site to outrank websites with a higher authority if it does not have this.
Search engines tend to rank high authority websites higher than low authority ones because they believe they are more credible, relevant, and trustworthy.
Search engines want to see that many people trust, share, and refer to your site. Link building is one way to demonstrate that, but it cannot be the only strategy. Let's look at a few other off-page SEO techniques you can use.
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Here are 11 different off-page tactics you can use to grow authority and organic search traffic:
The link building component of an off-page SEO strategy remains crucial given Google’s algorithm. However, it is important to understand how to build links for your website and niche.
You can position your site as an authority by earning backlinks from high-authority websites. One site’s trust in another’s site is based on these high authority links.
A quality link from an authority site should be the #1 goal of link building. Always prioritize quality over quantity.
You should close the link gap between your site and your competitors’ site as part of your link-building strategy. You might be missing out on some quality traffic if they’re earning backlinks from high authority sites that don’t link to you.
Link building involves three primary factors:
You should always aim to land links from sites that topically align with your own. For example, if you run a travel site, you should aim for most of the links you earn to come from other travel sites; bloggers, online publishers (such as Lonely Planet), tourism boards, and the like. It makes sense.
While some links from other topics are acceptable, you should aim for the majority to be closely related. Learn how to earn quality backlinks with techniques like Digital PR, brand mentions, and newsjacking in our detailed guide SEO tips to rank higher on Google. Building excellent links and diversifying your backlink profile can be accomplished through many effective tactics.
Even more critical than the number of backlinks is the number of linking root domains pointing to your site. Higher rankings are clearly correlated with linking domains. Domain diversity should be a key focus as part of your strategy. The referring domains tab of Backlink Analytics shows how many unique domains link to your site.
Linking from sites with similar topics to your own is always a good idea. Travel sites, for example, should aim to earn links primarily from other travel sites; bloggers, online publishers (such as Lonely Planet), tourism boards, etc. It makes sense.
While some links from other topics are acceptable, you should aim for the majority to be closely related.
Learn more about how you can earn quality backlinks with techniques such as digital PR, brand mentions, and newsjacking in our detailed guide to deploying various types of keywords here. In order to diversify your backlink profile and build excellent links, you can use a variety of effective tactics.
In terms of content marketing, we often think of it as an on-page SEO tactic, i.e., creating and publishing content to your website.
As a holistic approach, content marketing encompasses both on-page and off-page strategies. Content marketing goes beyond publishing great content on your site; it encompasses creating and publishing content anywhere on the web.
Publishing a guest post or infographic that gets linked to a top-tier newspaper is content marketing.
By creating excellent, engaging assets, you can promote your content more easily, and you can encourage others to share it as well. Content marketing tactics that boost off-page signals include:
Off-page techniques such as link building, social media, and PR also work well with content marketing.
The bottom line is to let people know when you have a great piece of content. The Content Marketing Toolkit can help you identify popular topics online and find the relevant industry media for promoting your content.
The lines between PR and SEO have blurred in recent years, and the two have become more integrated.
The best way to earn authority links at scale is through digital PR, which has become the link-building tactic of choice for many SEOs. It is possible to earn significant volumes of links by using PR tactics to promote a great story and corresponding linkable assets.
According to a recent study, the average campaign earns links from between 10 and 24 unique domains.
In addition to building links, PR contributes to off-page SEO signals in other ways. A great PR campaign can also:
While local SEO is a complete field of SEO in and of itself, citations and Google My Business are two off-page SEO tactics that ought not to be overlooked
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Google My Business plays an important role in the online presence of pretty much any local business. Nonetheless, it's easy to forget that off-page SEO involves optimizing your page and getting it ranked in the map pack.
The Google My Business page isn't your website, and any efforts focused on anything other than your website are considered off-page marketing.
46% of Google searches are looking for local information, and 4 in 5 consumers use search engines to find local information. The simple truth is that if it's not your business appearing in local GMB results, it's your competitor's.
Learn how to make the most of Google My Business as part of your off-page strategy with our ultimate guide to Google My Business.
Citations are references to your business online, typically referencing your business' NAP (name, address, phone number). Consider them business listings.
Local businesses looking to rank for geographically targeted search terms on the SERPs or map pack cannot ignore the importance of citations.
In order to be successful with citations, it is essential to be consistent. Citations that are inconsistent demonstrate a lack of coherence.
The NAP references on your resume must all match.
Our Listing Management Tool enables you to audit your citations, find new opportunities, clean up duplicates, and manage reviews.
Forums are often recommended as off-page SEO tactics. Why?
Due to the fact that SEOs have been spamming forums, comments, and other forms of user-generated content for years as a way to build (high or low quality) links. As a result, many people have shifted their attention away from forums altogether.
If used in conjunction with a comprehensive marketing approach, forums can really add value to your marketing mix. Take a different approach to forums than just using them to build links.
By participating in forums, you can position yourself as an expert, gain exposure, and rapidly become recognized as an expert in your field.
The presence of potential customers asking questions about what you offer is very rare on other platforms. Establishing relationships and building trust through this method is a fantastic way to get started.
Forums offer a relatively easy way to build up a community and gain trust from audiences with a little effort. Forums within your niche can be just as effective as large-scale platforms like Reddit and Quora.
Due to the decline in popularity of forums since the 2000s, it is more likely that your competitors won't be there, making it easier to be heard.
Today, influencer marketing takes many forms. It wasn't that long ago that bloggers were doing sponsored posts. Instagram, YouTube, and TikTok are the hottest apps today.
Reaching new audiences, building your brand, and amplifying your content can all be accomplished through influencer marketing.
A social network can be considered a search engine by itself, as we have already discussed. The difference between them and Google is that they are search engines where users actively search for content.
Businesses can benefit greatly from the presence of influencers on these platforms.
It is not recommended to use influencer marketing to build links unless they are nofollowed; links within sponsored content are against Google's Webmaster Guidelines.
Marketing strategies are returning to events, and they can contribute to your off-page SEO efforts, believe it or not.
Online events are more important than ever before. Furthermore, they can drive social engagement and links to your business in addition to engaging your audience.
Make sure your marketing strategy includes events. While they require more effort to run properly, the buzz they generate can be difficult to replicate. PR coverage can also be obtained through them.
The purpose of guest posting is to provide information, value, and information to someone else's website audience.
Guest posting can be far more than a means of building links for your marketing strategy when done correctly. According to our study of 850 SEO specialists, it remains one of the most effective link building tactics:
Getting your brand in front of a targeted audience, earning targeted traffic, and positioning yourself as an expert are all benefits of guest posting.
Guest posting should be primarily about reaching new audiences, getting your brand in front of a related audience, and building your brand. With this mindset, you'll be able to gain great success from the tactic.
A guest post shouldn't be solely about getting links; if they happen, they should be an added benefit.
Right now, podcasts are incredibly popular, and their popularity continues to grow. A majority of Americans have at least listened to a podcast.
You could be losing out on huge opportunities if you do not include them in your marketing strategy.
In order to understand the benefits, let's look at:
SEO should cover more search engines, ultimately allowing companies to build brands and target their potential audiences, whichever platform they choose.
The number of people who consult online reviews before making a purchase has increased to 89%.
You have never had to worry so much about your online reputation. Off-page SEO and online reputation management strategies rely heavily on reviews.
When implemented properly, reviews can help Google better understand your site, according to TrustPilot. There is a common understanding that Google uses them to generate brand signals, which boost a site's domain authority and eventually its search engine ranking.
When you boil it down, off-page SEO really comes down to creating signals that portray you as a company deserving of ranking at the top of search engine results.
Third-party reviews help a business position itself as a brand. Reviews are important for increasing conversions and, again, building trust.
Off-page SEO is no longer something that can be ignored in today's competitive market, and it is paramount to acknowledge that there are far more benefits to it than building links alone.
It is important to note that off-page SEO has evolved from its core focus on driving signals that have a direct impact on ranking factors to focusing on optimizing, creating content, and ranking on other search engines in addition to Google.
When you approach off-page SEO with a brand-first attitude, it will be much more likely to have a positive impact on your brand's online presence as a whole.
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#5 Off-Page SEO Tactic: Social Media
Social media has become an integral part of our daily lives. 93% of regular Internet users log into social media.
As we search for answers to our questions on the web, social media plays a massive role. Consider social media platforms as a type of search engine (or answer engine).
Social shares are not directly linked to ranking, however. Use social media platforms as search engines and discovery platforms.
Social media can put you in front of potential clients and customers looking for answers to their questions or for the right brands.
Customer service can also be provided through social media.
Do you want to speak with a customer about a query or question? It is likely that most of your customers will contact you via social media as their first port of call.
Embrace social media as another channel for brand engagement, one that existing and potential customers will discover on their sales journey. Maintain a strong presence, communicate professionally, and treat social as an additional channel for brand engagement.
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