What Is Off-Page SEO and How Can It Build Brands?
Off-page search engine optimization (SEO), also called off-site SEO, refers to actions taken outside your website to increase search result rankings, brand awareness, site traffic, sales, and revenue.
This is because off-page SEO is about generating credibility (which impacts ranking), and you can’t force people to call you credible without coming off as scammy. So, how can you use off-page SEO techniques to increase your credibility naturally?
Partner with WebFX! We’ve got a qualified team of over 200 digital marketing specialists that will help you strategize for off-page SEO. Give us a call at 888-601-5359 to see how we can help you build credibility for your site!
Or read on to discover four effective off-page SEO strategies.
Why does off-page SEO matter?
Off-page SEO actions impact your site’s rankings.
For example, if we look at two wedding websites with similar content, which site would rank higher?
If the sites use similar on-page SEO strategies, off-page SEO signals can help determine which site ranks higher in search results.
Search engines like Google measure off-page SEO factors, like the number and quality of backlinks to websites.
If one of the wedding websites has more backlinks from reputable sources, while the other site has received zero online mentions, the site with more backlinks (and better online reputation) will likely rank higher.
Using numerous off-page and on-page SEO factors, search engines determine how valuable pages are to searchers’ queries and return relevant results accordingly.
Just remember — a page without off-site optimization is like a wedding without invitations. It’ll become a no-show.
What is off-page SEO vs. on-page SEO?
Off-page SEO is when your website is mentioned elsewhere on the web, and on-page SEO is the optimization of your website.
- Off-page SEO is an effort (such as through social media marketing or influencer marketing) to generate links and ratings, so your site rises in credibility and rank. Off-page SEO is out of your control.
- On-page SEO is the optimization of items on your website (such as keyword optimization and internal linking), so you can rank higher for the keywords you target. On-page SEO is within your control.
The most significant difference between on-page and off-page is that Google uses your on-page SEO to measure your page’s relevancy and your off-page SEO to measure your page’s credibility.
Make sure that you are implementing both strategies. Your on-page SEO is what makes your off-page SEO strategy successful.
Off-page SEO strategies
1. Link building
Getting reputable websites to link back to your website has two main benefits: driving traffic to your site and helping determine your rank.
These benefits occur because links are the primary way to navigate the internet. Links improve your users’ experience. With links, your users can easily navigate to other information they find relevant.
Links are also the simplest way to measure the expertise, authority, and trust of a site. That’s why Google includes links as a part of search ranking factors.
Some links have more weight than others. For example, links from influencers in your audience’s community have much more authority than links from spam sites.
Those high-quality links will tell Google that you’ve earned the recognition — that your site knows its material — and Google will rank you higher.
To make sure that your strategy is performing up to par, regularly check your backlinks. You can use tools to analyze your and your competitors’ backlink profiles. Some of our favorite backlink tools are:
When implementing your SEO strategy, don’t just know how to build links, understand why you’re building them. You’re building them so you can have a more significant presence and reach the people that you think your services and products could help.
What does content have to do with off-page SEO?
You might have all the best off-page techniques in the world, but they won’t mean a thing if you don’t have quality content. Content is what keeps users on the page, and if it’s not valuable to your audience, they won’t stick around.
With enough links, you might be generating lots of traffic, but that traffic will never turn into conversions if there is nothing worth looking at on your page. Your content is where you convince your audience that you have all the answers!
If we continue with the wedding analogy, your content is the food at the wedding. It’s what keeps your guests around till the end.
So, an essential part of any off-page SEO strategy is to have good content to help catch users when they land on your page.
Blogging is an excellent way to start generating linkable content for your brand.
There’s no other place on the web with a constant stream of long-form content than blogs.
On your blog, your audience can comment and share your content, making it easier to get noticed and start generating natural links and brand mentions.
And with the continuous posts, you’ll become a knowledgeable leader in your industry. Your audience will look to you first for information about recent updates and trends, as well as how-to guides and informational articles.
Talk about generating loyalty!
3. Social media marketing
While social media links don’t impact rank, social media sites are still some of the best places on the web to generate awareness for your brand.
Brands with a strong presence on social media feel open and approachable, which is something that is becoming increasingly important today for businesses.
If a brand is not easily approachable, not only does it come off as abrasive, its trustworthiness comes into question when users can’t easily access information about it.
Instead of appearing as some aloof entity, let your brand come across like a friendly, neighborhood corner store.
You can do that by staying active on social media sites and by starting a blog where you can let your audience get a feel for your brand’s flair.
Also, generate content that is relevant and easy to read, and respond positively and sincerely to comments on both your blog and social media pages. Doing this will help your brand feel like a group of people instead of a robot.
4. Influencer marketing
How can off-page SEO influence online opinions?
Because of the emphasis on links as a method of accomplishing off-page SEO, many people tend to assume generating links is the goal of off-page SEO.
The real goal of off-page SEO, however, is to boost ranking so that people can find, contact, and purchase from you. Off-page SEO will create positive engagement with your brand, whether that be through links, reviews, social media, or brand mentions.
Off-page SEO can be tricky, though, because those methods are ones you can’t control, not without being considered black-hat, and no one wants to wear a black hat.
There’s no surer way to plummet your brand’s credibility — or your rank — than with black-hat SEO methods like paying employees to post positive reviews or buying links to your site.
And since you can’t control off-page SEO in the same way that you can control the on-page elements of your site, it can turn into a frustrating waiting game where all you can do is hope the response from your audience is positive.
If it’s negative, reevaluate your SEO strategy. See what’s working, tweak what’s not.
One of the ways you can combat negative reviews is by:
- Implementing changes that will resolve the valid concerns of those negative reviews
- Reaching out to your customers, asking them for a review after a purchase
By doing these two things, you’ll improve your products and services and generate more reviews.
Reach out to online influencers as well. By having someone well-known endorse your brand, you’ll boost your audience’s trust like no other.
Get started with off-page SEO!
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Hop on over to our off-page SEO services page and see what piques your interest. Our services are 100% genuine and guaranteed spam-free!
Also, check out this case study to see what WebFX can do for your site!
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