What Is Off-Page SEO? A Comprehensive Guide – You’ll need to look at more than your on-page SEO strategy if you want your site to rank on Google and drive organic traffic to your company.
One of the most important aspects of a successful SEO plan is off-page optimization. We’ll explain what it is, how it works, and how you can use it to boost the visibility of your website.
What Is Off-Page SEO?
All SEO strategies that do not include updating or posting material to your website are referred to as off-page SEO.
Many people used the terms “off-page SEO” and “link building” interchangeably in the past, however, there are a variety of off-page SEO strategies to choose from, including:
brand building \scitation building \scontent marketing \ssocial media, and more.
These strategies improve your website’s authority, trust, and relevance by helping both search engines and visitors better comprehend it.
Think of it like this:
On-page SEO = your website
Off-page = a different website or platform. SEO
On-Page vs. Off-Page SEO vs. Technical SEO
On-page SEO, off-page SEO, and technical SEO are the three categories that all SEO methods fall into. What’s the difference, though?
- On-page SEO refers to the strategies you employ on your website to assist search engines in better comprehending and ranking your content. These all go under the headings of on-page SEO, content creation, title tag optimization, picture optimization, and more.
- Off-page SEO refers to efforts that take place outside of or “behind the scenes” of your website.
- Technical SEO refers to efforts that have a direct impact on how search engines index and crawl your site. Site speed optimization, structured data, and other techniques are examples.
Why is Off-Page SEO Important?
Consider off-page SEO to be the process of increasing the domain authority of your website. Your site may struggle to outrank websites with more authority if you don’t do this.
Because search engines regard higher authority websites to be more legitimate, relevant, and trustworthy, they rank higher than websites with low or no authority.
You want to show search engines that a lot of people trust, share, and link to your site. Links are one way to demonstrate this, but you can’t rely solely on them. Let’s take a look at some of the various off-page SEO tactics you might apply.
13 Off-Page SEO Techniques That Work
Take a look at these 13 off-page strategies for increasing authority and organic search traffic:
- Link Building
- Brand Building
- Content Marketing
- Local SEO (GMB and Citations)
- Social Media
- Influencer Marketing
- Guest Posting
- Content Syndication
Off-Page SEO Tactic #1: Link Building
Link building is still an important aspect of any off-page SEO strategy, thanks to Google’s algorithm. However, it’s critical to learn how to develop links in the most effective way for your website and niche.
Backlinks from high-authority websites help your site establish itself as an authority. These high authority links act as a “vote of confidence” from one site to the next.
The primary goal of link building should be to acquire high-quality links from authoritative websites. Quality should always take precedence over quantity.
Closing the link gap between your site and your competitors’ site should be a part of your link-building plan. You could be losing out on some high-quality traffic if they’re getting backlinks from high-authority sites that aren’t referring to you.
Hopefully, you have a good understanding of why link authority is so crucial. Semrush’s Authority Score metric can be used to determine the authority of any website. But what is AS and what does it measure, exactly?
Our Authority Score is a compound domain score that ranks a website’s overall quality and determines how powerful a backlink from that site can be. The following Semrush data is used to calculate the score:
- The number and quality (authority) of backlinks to a domain.
- The number of referring domains and referring IP addresses.
- There are two types of links: follow and nofollow.
- Search engine traffic (organic) (from our Organic Positions report).
- The number of registered users (from our Traffic Analytics report).
The Backlink Analytics tool can be used to learn more about the authority score of current links. On the ‘backlinks’ tab, you can see your site’s links and their related authority score:
The authority score is displayed in the first column header, ‘Page AS.’ The greater the score, the more trustworthy the link is.
But what about when you’re looking for fresh links to build?
Any domain can be run through the Backlink Analytics tool, and the AS for that domain, not simply those that link to it, will be displayed. This can be found on the domain’s overview tab:
Remember that the goal of link building should be to gain links from sites with a high Authority Score, and you can layer these insights into your prospecting with the data accessible from these tools.
Even more important than the number of backlinks, the number of connecting root domains that point to your site is a key indicator of link-building success. There is a clear association between linked domains and improved ranks, according to studies. As part of your plan, domain diversity should be a priority.
The referring domains tab of the Backlink Analytics tool displays the number of unique domains that link to your site.
Always try to get links from sites that are topically related to yours. If you run a travel site, for example, you should try to get the majority of your links from other travel sites, such as bloggers, online publishers (such as Lonely Planet), tourism boards, and the like. It’s logical.
However, some links from other topics are acceptable if they are natural and make sense; the bulk should be closely topically aligned.
You may learn how to earn quality backlinks using approaches like Digital PR, brand mentions, and newsjacking by reading our comprehensive guide on link-building strategies that work. You can utilize a variety of effective strategies to build high-quality links.
Off-Page SEO Tactic #2: Brand Building
It is now common knowledge that Google favors brands.
And brand-building efforts should be an important aspect of your overall SEO and marketing plan, as well as your off-page SEO strategy. And it all comes down to establishing your online authority, both with people and with search engines.
But how does brand creation fit into your SEO strategy, and what are the key performance indicators?
Increased brand searches are perhaps one of the most important indicators that you are building your brand. This might be a search for your brand name, items, or domain name.
Enter your brand name into the Keyword Overview tool to discover how your branded searches have changed over time. A ‘trends’ box will appear, showing how search volumes have evolved over the last month.
Brand SERPs is another reason why it’s so crucial to concentrate on brand-building initiatives.
What are brand search engine results pages (SERPs)? These are the search results that appear when someone types your brand name into a search engine.
You might think of them as having a reputational influence, but there’s also a major SEO factor to consider. Branding initiatives aid Google in determining your reputation, which is why it has become such an important off-page SEO strategy.
When you create a brand, you’ll find that you automatically get links and mentions all over the internet, even if you don’t actively seek them out.
Off-Page SEO Tactic #3: Content Marketing
It’s all too easy to dismiss content marketing as only an on-page SEO approach — that is, the development and distribution of content that lives on your website.
However, when viewed as a whole, content marketing encompasses both on-page and off-page strategies. Content marketing encompasses all content you generate and publish everywhere on the internet, not just the content you publish on your own site.
Content marketing is when you write a guest post or produce an infographic that is linked to by a top-tier newspaper.
Creating high-quality, engaging assets can help you market your content and encourage others to share it as well. The following are some common content marketing strategies for increasing off-page signals:
- Blog posts
- Surveys, studies & research papers
- Whitepapers & eBooks
Other off-page strategies, such as link development, social networking, and public relations, complement content marketing.
Simply put, if you have a fantastic piece of content, let people know about it. Our Material Marketing Toolkit may assist you in identifying trending themes that are gaining traction online, as well as locating the most relevant industry media to promote your content.
Off-Page SEO Tactic #4: PR
For a long time, PR and SEO were considered two separate marketing disciplines, but in recent years, the borders have blurred and the two have merged.
Given that it is the ideal technique to gain authority links at scale, digital PR is now the link-building tactic of choice for many SEOs. You can utilize public relations strategies to promote a wonderful narrative and the related linkable assets, and you can get a lot of links as a result.
According to a recent survey, the average campaign gains connections from 10 to 24 different linking sites.
Off-page SEO signals are aided by public relations in more ways than just helping to build links. A successful public relations effort can also:
- Increase brand awareness and brand searches as a consequence.
- Put your company in front of your target market and get them talking about it.
- Referral traffic is increased.
- It establishes you as a thought leader in your field and aids in the development of trust signals.
Off-Page SEO Tactic #5: Local SEO
While local SEO is a comprehensive SEO discipline in and of itself, certain parts, such as Google My Business and citations, are important off-page SEO approaches.
Google My Business
Google My Business is an important part of almost every local business’s web presence. Even so, it’s easy to overlook the fact that off-page SEO includes optimizing your website and getting it to rank in the map pack.
GMB isn’t your website, and any activities that aren’t directly related to your site are considered off-page.
According to recent reports, 46% of all Google searches are for local information, and 4 out of 5 people use search engines to locate local information. It is a simple reality that if your business does not appear in local GMB results, one of your competitors will.
Take a look at our complete guide to Google My Business for tips and techniques on how to enhance your listing and make the most of the platform as part of your overall off-page strategy.
A citation is an internet mention of your business that often includes your company’s NAP (name, address, and phone number). Consider them to be business directories.
You can’t ignore the relevance of citations if you’re a local business trying to rank for locally tailored search queries in the SERPs or map pack.
However, consistency is one of the keys to citation success. Citations that are inconsistent show a lack of coherence.
Take the time to double-check that all of your NAP references are correct.
Our Listing Management Tool may help you evaluate your citations, identify new opportunities, eliminate duplicates, and handle reviews.
Off-Page SEO Tactic #6: Social Media
There’s no doubting that we live in a world that prioritizes social interaction. Social media is used by 93 percent of regular Internet users.
When it comes to accessing the internet and finding solutions to our questions, social media plays a huge role. Consider this: social media platforms are a form of a search engine (or answer engine.)
You should be aware, however, that social shares are not a direct ranking element. Treat social media as a search engine and a platform for discovery.
Your social media presence can bring you in front of potential clients and customers who are searching for solutions to their inquiries or the best brands to follow on the social networks they use.
Customers frequently use social media as a customer service channel.
A customer wants to talk to your company about a problem or a question? The majority of your clients will contact you via social media as their first point of contact.
Maintain a solid presence, interact professionally, and regard social media as an additional brand channel that both present and potential customers will encounter along their sales journey.
Off-Page SEO Tactic #7: Forums
You might be surprised to learn that forums are suggested as an off-page SEO strategy. Why?
Because SEOs have been spamming forums, comments, and other user-generated content (UGC) platforms for years in order to build (high or low quality) connections. As a result, many people’s focus has turned away from forums entirely.
Forums can offer great value to your marketing mix when used as part of a larger plan. Instead of using forums to build links, take an alternative approach.
Consider using forums to get directly involved in discussions about your area of expertise, establish oneself as an expert, and to fast ascend to the status of specialist or expert.
Few other sites allow you to engage in open dialogue with potential consumers who are already inquiring about your services. This is an excellent method to start developing relationships and trust.
You can quickly develop a strong community and degree of trust from audiences on forums with a little work and devotion. Although Reddit and Quora are important large-scale sites to exploit, niche communities can be just as beneficial.
Because forums have fallen out of favor since their heyday in the 2000s, there’s a strong chance your competitors won’t be there, making it much easier to cut through the clutter.
Off-Page SEO Tactic #8: Influencer Marketing
Today, influencer marketing comes in a variety of shapes and sizes. Back a few years, the strategy was to have bloggers write sponsored content. Instagram, YouTube, and TikTok are all the rage these days.
Influencer marketing may help you build your brand, increase the reach of your content, and reach new audiences.
We’ve already explored how social media sites are search engines in and of themselves. While they are not utilized in the same way as Google, they are a type of search engine where users actively seek out content.
Influencers may go a long way toward ensuring your presence on these platforms as a company.
Links within sponsored content violate Google’s Webmaster Guidelines, so don’t utilize influencer marketing to build links unless they’re nofollowed.
Off-Page SEO Tactic #9: Events
Events are resurfacing in marketing methods, and believe it or not, they can help with your off-page SEO approach.
Online events are more important than ever before. They can not only help you engage your audience, but they can also help you generate a true buzz about your company, which will drive social engagement and even links.
Don’t forget to include events in your marketing strategy. They may take a little more effort to run properly, but the buzz they generate is tough to duplicate in other ways. They’re also an excellent method to get some great press publicity.
Off-Page SEO Tactic #10: Guest Posting
Guest posting is when you contribute content to someone else’s website in order to provide value and knowledge to their audience.
Guest posting, when done correctly, may contribute considerably more to your marketing plan than simply building links. According to our survey of 850 SEO experts, it’s still one of the most effective link-building strategies:
Guest posting helps to portray you as an expert in your field by putting your brand in front of a targeted audience, earning targeted traffic, and putting your brand in front of a targeted audience.
Guest posting should be used to attract a new audience, get in front of the traffic of a connected site, and promote your brand. When you approach the method from this perspective, you’ll find it to be really beneficial.
Links should not be the sole reason for guest posting; they should be a bonus if they occur.
With our guide on employing guest blogging, you can learn more about the benefits and breakdown of guest posting.
Off-Page SEO Tactic #11: Podcasts
Podcasts are quite popular right now, and their popularity is growing by the month. At least once, 57 percent of Americans have listened to a podcast.
You could be missing out on enormous chances if you don’t include them in your marketing approach.
Let’s have a look at the advantages:
- The majority of companies are still not employing podcasts as part of their marketing strategy, which is a terrific method to acquire a competitive advantage.
- They’re a terrific way to reach out to new people, contribute your knowledge, and get noticed on search engines other than Google.
- Apple’s Podcasts is still a search engine, allowing you to use keywords to identify relevant podcasts.
- Another option is Google Podcasts, as well as Listen Notes.
Businesses who recognize that SEO should extend to more search engines will, in the end, be the ones who succeed in developing a brand and identifying strategies to reach their target audience, regardless of platform.
Do you have any plans to create your own podcast? For additional information, see our podcasting guide.
Off-Page SEO Tactic #12: Reviews
It’s never been more vital to have a good online reputation. Off-page SEO and online reputation management strategy reviews are vastly underappreciated.
According to TrustPilot, “One of the most underappreciated advantages of gathering reviews is that, when done correctly, they can assist Google in better understanding your site. The general consensus is that Google uses them to derive brand signals, which can help your site’s domain authority and, ultimately, its search ranking.”
When it comes down to it, off-page SEO is all about growing your brand and creating signals that portray you as someone who deserves to be at the top of the search engine results pages.
A company that has received positive feedback on third-party sites is establishing itself as a brand. Great reviews help to boost conversions and, at the same time.
Off-Page SEO Tactic #13: Content Syndication
To supplement their original material, a magazine may look to syndicate information from other sources. They do this because it is easier than constantly developing new stuff.
Content is frequently syndicated among sites that are part of a network controlled by a television or radio company. Publishers, on the other hand, are exploiting this to expand the amount of content that goes live on their sites each day.
Yahoo! is one of the most popular platforms for syndicating material from other sources.
You may have also investigated syndicating your material to other media in order to broaden your audience and readership.
However, how does this work as an off-page SEO strategy?
If you syndicate your work on other websites, Google will always show the version we believe is most relevant for users in each search, which may or may not be the version you like. It is, nevertheless, beneficial to include a link back to your original article on each site where your information is syndicated. You can also request that others who use your syndicated content include the noindex meta tag to prevent search engines from indexing their version.
For obvious reasons, Google does not index syndicated content because it is a replica of the original. However, this does not imply that you should always avoid it.
Make Sure Your Off-Page SEO Is in Order
Off-page SEO is no longer optional, but it is critical to understand that it is about much more than link building.
Off-page SEO has switched its attention away from driving signals that influence ranking factors and toward optimizing, developing content, and ranking on search engines other than Google.
Think about your brand first, and your off-page SEO will be much more likely to improve your business’s online exposure.