Off-Page SEO: What It Is, and 15 Tips to Take Advantage of It

Off-Page SEO: What It Is, and 15 Tips to Take Advantage of It

Off-page SEO is one of the most important aspects of a successful SEO strategy. It’s all about building links and improving your online reputation. You can do many things to improve your off-page SEO; in this post, we will outline 15 of them. So, if you want to take your SEO game to the next level, keep reading.

What is off-page SEO in simple words?

Off-page SEO is improving a website’s position in search engine results pages (SERPs) through means other than optimizing its on-page content. This includes link building, social media marketing, and citation, all of which we will discuss in further detail here.

What does off-page SEO involve?

Off-page SEO aims to build and strengthen a website’s relationship with other websites on the internet. By increasing the number and quality of links pointing to a website, off-page SEO can help to improve that website’s position in search engine results pages (SERPs).

Several different tactics can be used as off-page SEO, including article marketing, link building, blog commenting, and social media engagement. However, the most critical factor for success is the quality of the built links – they should come from high-quality websites with relevant content.

The leading off-page SEO tactic involves building backlinks (external links)

“SEO building backlinks” refers to improving a website’s ranking on search engines by acquiring links from other websites. Linking is always important in the eyes of Google, whether it is internal linking or external linking.

However, there’s a lot more to it than that. To understand how and why this process works, it’s essential to have a firm grasp of what SEO (search engine optimization) is and how it operates. Here’s a quick overview:

When people use search engines like Google or Bing to find information online, they type in keywords or phrases (known as “search term”) related to what they’re looking for. The search results are known as “search results,” typically consisting of a list of websites relevant to the search query.

Backlinks can be categorized into three types.

  • Natural links – Links gained from other sites naturally without actively asking
  • Manual links – Involves intentional backlinking by asking for links from high authority sites with strong backlink profile.
  • Self-created links – though a dated technique, it involves creating links to your site on forums, blog comments, press releases, and online directories.

Links are one way your site can pass power and link juice to search engines. Links with “do-follow” in their titles will have Google follow them, while those nofollow links might not get noticed. Websites need both types of links.

Off-page SEO types

The future of off-page SEO is about more than just links. As Google has become more intelligent, so do its algorithms and how they find awesome content on your website or blog posts.

This means that to increase rankings, you need a holistic approach with an emphasis not only placed upon obtaining external citations but also on engaging readers through various Social networks.

Another type of off-page SEO is using social platforms where you can do social media shares and likes. Backlinks from those relevant sites may require some quick promotion. 

Further Reading: SEO Basics: A Beginners Guide on How to Do SEO

Why does off-page SEO matter?

Why does off-page SEO matter?

Off-page SEO is important for a number of reasons.

1. Off-page SEO helps to build authority for your website.

Search engines use various factors to determine a website’s authority, and one of those criteria is the number and quality of inbound links pointing to the site. You can help increase your website’s authority and improve your off-page SEO and search rankings by engaging in link-building and social media promotion activities.

2. Off-page SEO can contribute to keyword rankings.

Although on-page factors such as title tags and Meta descriptions are essential for optimization, off-page SEO can also affect how well your website ranks for specific keywords. For example, if you earn high-quality links from websites related to your industry, search engines will interpret this as a signal that your website is also relevant and trustworthy. You may see a boost in your rankings.

3. Off-page SEO can help improve click-through rates.

In addition to impacting your keyword rankings, off-page SEO can also affect how often your website’s listings are clicked on in the search results. This is known as your click-through rate (CTR), a critical metric that search engines use to determine the quality of your listings. If you can earn more high-quality links, your website has a better user experience, and generate more social media engagement, you may see an increase in your CTR, which can ultimately lead to more website traffic.

4. Off-page SEO can build brand awareness and reputation.

Another benefit of off-page SEO is that it can help increase brand awareness for your business. People will start noticing your brand and conduct branded searches when you earn inbound links from reputable websites by guest posts or generate social media buzz around any piece of content. Over time, this can help build trust and credibility, both essential for long-term success.

Overall, off-page SEO is essential to any holistic search engine optimization strategy. By focusing on activities that will help build authority and engagement, you can improve your website’s visibility in the search results and drive more traffic to your site. Keep in mind that off-page SEO requires ongoing effort and vigilance, so be prepared to do the work if you want to see results.

On-page vs. off-page SEO

The possibilities are endless when it comes to on-page SEO. For example, you could focus your efforts on creating awesome content or optimizing titles and descriptions for Google’s algorithms, or use internal links to help Google crawlers index your website faster. Hence, they rank higher than competitors’ sites with similar information loaded onto them – this will likely boost organic traffic numbers too.

On the other hand, off-page SEO is where you do not do much on your website, but rather try to connect with other websites by adding value to those websites.

How does on-page SEO relate to off-page SEO?

The on-page SEO is crucial in making your content share-worthy and compelling. If you have excellent text, people will eagerly link to it without any encouragement.

15 Off-Page Tips You Can Implement Now for Immediate Results

Here are the best actionable tips on how to get the best out off-page SEO:

Link building

To improve your site’s ranking and help you rank higher on Google, backlinks (online links) must come from high authority sites. These are called ‘backlinking’ because they support or boost the linkability of other websites in some way – be it by adding value through content marketers’ sharing agreements like article publishing platforms.

They are passing organic traffic along with a natural anchor text bidding strategy, such as sending an email promoting their services to those who have been referred via another customer’s contact form submission, which is considered organic referral traffic that produces high link quality and ultimately establish authority links.

They are also providing a more direct link to their website from a high authority website via a paid advertisement. You need thousands of incoming links pointing to your website to have a solid authoritative online business.

2. Social Shares

social shares on LinkedIn

To increase your site’s ranking on Google, you must share content via Social Shares and social media platforms. Social Shares is anything taking place outside of your website and contributing to your ranking is considered off-site SEO: social media marketing, influencer marketing by establishing relationships with influencers, linked and unlinked mentions, guest blogging (sometimes black-hat), so on, so forth.

Further Reading: Social Signals and SEO: What You Need to Know (and 7 Steps to Take)

3. Brand mentions

Brand mentions Is a ranking factor used by many top corporations to gain popularity and quality backlinks to their main pages and social media channels. there are two types of those mentions:

  • Linked mentions – clickable
  • Unlinked mentions – not clickable

There are many ways to get brand mentions, such as appearing on podcasts, social media posts, and guest posting.

4. Guest Posting

Guest posts are a valuable link-building strategy that can be used to build your site’s authority. Create high-quality, valuable content and pitch it responsibly, emphasizing the latter part of this sentence.

Further Reading: Guest Blogging: Trick or Treat? Here’s What You Need to Know

5. Take part in roundup posts.

The content you produce should be compelling and informative. Networking with industry experts can help find suitable material more accessible than ever. This is an easier way to get links; however, it may be hard to find opportunities for them nowadays with all the competition out there. Please take part in roundup posts.

Further Reading: The Influencer Marketing ROI of Creating and Publishing a Roundup Post

6. Citations

As a local business, having the correct NAP (Name, Address, Phone number) citations listed on other sites is crucial. The more you can provide for search engines and consumers alike – whether through social media channels or online directories – the better chance your company has of success.

7. Google My Business

google my business

The best way to be found by potential customers in your area is through optimizing a profile on Google My Business. You must optimize this part of off-page SEO tactic for local businesses like plumbers, painters, cleaners, etc. because it will help people find out more about what they can do locally and maybe even schedule an appointment with one.

8. Reviews

Google My Business profile positive reviews impact your search engine rankings. So to make sure you’re genuine and positive in all of these comments is another strategy for boosting up the position in SERPs.

9. Podcasts

Guest appearances on podcasts are a great way to be seen by your target audience and increase brand awareness. Not only will you have the opportunity of being featured in an upcoming episode, but if it goes well, guests can get natural links pulled for their site from each podcast they appear on.

10. Create informative visuals

Infographics are a great way to share information and graphics. They’re easy and fun to read, even with complex data. In most cases, other blogs will attribute the source of your infographic, so it’s always credited where it’s due.

The hunger for original research in your industry can be satisfied with the help of some well-written articles. Publishing these on sites frequented by journalists will increase organic traffic to you and provide quality of backlinks from relevant websites. This could lead them towards higher search engine rankings than if they were just another business trying their luck online without knowing what makes good content or how search engines work.

12. Online events

Online events are a great way to engage with your audience and generate engagement and brand and social signals.

13. Press releases

Press releases

Public release is the best way to get credit for your newsworthy events. Press releases will help you generate leads and brand awareness and improve your public relations while also getting mentioned in other companies’ press outlets and social channels.

14. Forums

Building authority links is an integral part of your website’s search engine optimization. But did you know that commenting on forums can help build them too? It may sound surprising, but when done correctly, this strategy has been shown to work by providing value in the form of participation with other members who share similar interests as yours so they’ll trust and respect what information comes from you instead.

15. Start Your Brand’s YouTube channel.

YouTube marketing is a great way to increase your brand’s and social signals. You can create helpful content, and people will start searching for you on Google.

Further Reading: 11 Actionable Link Building Strategies For 2022 and Beyond

Avoid these off-page SEO mistakes that no longer work in 2023

Off-page SEO can be done right if you know your goals. Although it may seem daunting and intimidating, mistakes can happen, such as:

There are a few reasons why buying incoming links is considered an off-page search engine optimization mistake. First and foremost, it’s against Google’s Webmaster Guidelines. Google has made it clear that they frown upon link-buying or link exchange practices and will penalize websites that engage in such activities.

Another reason buying links from link networks is a bad idea is because it can hurt your website’s ranking instead of helping it, as most of those incoming links will end up being dead links. When Google detects unnatural links and dead links or broken links pointing to your site, they’ll assume you’re trying to game the system and penalize your ranking accordingly.

So even if you do get some quick results by purchasing links from link networks, they won’t last long as Google will eventually catch on and penalize you, and cut off all the link juice.

Article marketing

There are a few reasons why article marketing can be seen as an off-page SEO mistake. First, spamming low-quality articles across the web will not favor your website’s rank and damage the user experience.

This is because Google and other search engines are getting smarter and better at distinguishing high-quality content from low-quality content. So, if you’re publishing a bunch of poor-quality articles just for links, you’re more likely to harm your website’s ranking than help it.

Second, article marketing can be seen as an off-page SEO mistake because it’s often not very effective in generating links back to your website. Yes, you may get a few links from time to time, but most people who read your articles will not click on any broken links.

And even if they do, there’s no guarantee that the search engines will follow those links. So, while article marketing may help you get a few links, it’s not likely to significantly impact your website’s ranking.

Comment spam

Comment spam is an off-page SEO mistake for a few reasons.

  • First, it can ban your account from the platform you’re spamming.
  • Second, it’s a waste of time – rather than writing pointless comments. You could use that time to create quality content that will help your SEO efforts.
  • Third, it looks terrible and unprofessional, which isn’t going to do anything to boost your image or reputation online.
  • Finally, if Google catches your comment spamming, you could receive a manual penalty, significantly reducing your SEO efforts. So overall, comment spam is just a bad idea all around – avoid it if you want to maintain a solid Off-Page SEO strategy.

Directory submissions

A few reasons directory submissions can be viewed as an off-page SEO mistake.

1. Firstly, because directories are often spammy, they can lead to your website being penalized by Google.

2. Secondly, submitting your website to directories is a long way to gaining links and building domain authority.

3. Thirdly, many current directories are not well-maintained or authoritative, so your website may not receive any benefits from being listed on them.

It’s an off-page SEO mistake that can result in a Google penalty. When you create too many links too fast, it looks like you’re trying to boost your website’s ranking artificially, and Google will penalize you for it.

Link building is an integral part of SEO, but you should always do it gradually and naturally so that it looks like real people are linking to your website because they think it’s valuable. So be careful. You’ll get penalized if you go overboard with link building, creating thousands of links fast could lead to dropping your website in search engine rankings.

A Wrap-Up on Off-Page SEO

So, what is off-page SEO? Simply put, it’s the process of optimizing your website and content through external means. This includes link profile building, social media engagement, and brand awareness.

Off-page SEO is still a vital part of any comprehensive SEO strategy, and if you want to stay ahead of the competition in 2023, you need to make sure you’re taking advantage of all 15 of these tips.

Do you have a favorite off-page SEO technique that I didn’t mention? Feel free to share it with me in the comments below.

Hero photo by Brett Jordan on Unsplash

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Neal Schaffer
Neal Schaffer

Neal Schaffer is a leading authority on helping businesses through their digital transformation of sales and marketing through consulting, training, and helping enterprises large and small develop and execute on social media marketing strategy, influencer marketing, and social selling initiatives. President of the social media agency PDCA Social, Neal also teaches digital media to executives at Rutgers University, the Irish Management Institute (Ireland), and the University of Jyvaskyla (Finland). Fluent in Japanese and Mandarin Chinese, Neal is a popular keynote speaker and has been invited to speak about digital media on four continents in a dozen countries. He is also the author of 3 books on social media, including Maximize Your Social (Wiley), and in late 2019 will publish his 4th book, The Business of Influence (HarperCollins), on educating the market on the why and how every business should leverage the potential of influencer marketing. Neal resides in Irvine, California but also frequently travels to Japan.

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