Internet Marketing

What Is Off-Page SEO?

Search engine optimization (SEO) famously consists of multiple qualities, and one of the most important is off-page factors. Off-page SEO includes essential SEO factors to ranking well in search engines, like backlinks, and they’re huge parts of any digital marketing strategy.

However, for people who are new to Internet marketing, “off-page SEO” might not make any sense at all.

So, what is off-page SEO? Below, you’ll find a couple important facts that can help clarify the importance of off-page SEO while explaining what off-page search engine optimization means. If you'd like to speak to a specialist about off-page SEO, you can reach us at 888-601-5359.

WebFX can help improve your off-page SEO in order to help your company grow.

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What is off-page SEO?

Off-page SEO, also known as off-site SEO, describes optimization techniques that can improve your ranking in search engine results pages (SERPs). These techniques, however, happen outside of your site and involve attracting links from other websites, shares on social media, and mentions across the web.

[Video] Off-page SEO: What it is and how to do it

 

Learn all about off-page search engine optimization, from what it is to how to do it, in this helpful video!

Why does off-page SEO matter?

Off-page SEO is tremendously valuable because it tells search engines that your website is important to others on the web. Every link that you receive acts as an endorsement from another source that your website is quality. This lets external sources act as tie-breakers for websites that have the same quality of on-page SEO so search engines know the best to rank websites on search engine results pages (SERPs). 

For example, say that Company A has a website that includes tons of on-page SEO. Each page is optimized for keywords, and the back-end code includes the appropriate tags, page titles, and more.

Company B also with on-page SEO. However, popular news outlets have linked to its blog, it has active social media accounts, and its CEO has been featured as an expert in the industry by other websites.

When a search engine crawls Company A’s site, it will note the on-page SEO, but also note that the off-page SEO is poor.

Company B, by extension, will earn a higher place in search engine rankings with its multiple backlinks, brand mentions, social media, publicity, and more.

And that’s what makes off-page SEO essential to any web page.

3 types of links for off-page SEO

Links are a critical component to off-page SEO. Before you start building or earning backlinks, it’s essential to understand the different types of links, as well as the factors that influence the equity of a link to your website.

The three types of links include:

Natural Links

A natural link comes to your website naturally.

Your team doesn’t take any action or conduct any outreach to earn the link. The person writing that content decided to link to your content, whether because they follow your brand or discovered your content via search.

Either way, they found your content valuable and worth highlighting.

Built Links

A built link comes to your website from outreach.

Your team worked to earn this link, whether by reaching out to webmasters, publishers, or journalists. You may have even promoted the content with an ad campaign, providing it with the exposure that helped people uncover the content.

Even though you built this link, you still created valuable content for users.

Created Links

A created link comes to your website from self-submissions on directories, forums, or press releases.

Your team created this link intentionally and without conducting any outreach. This off-page SEO tactic for link building tends to register as a black-hat SEO practice because search engines look down on this kind of link building tactic.

When building links, focus on natural or built links.

6 factors that influence link value for off-page SEO

You also want to think about the equity or value and authority passed by a link.

While you could attract dozens of low-value links from spammy or untrustworthy websites, they won’t help your business rank well in search results. That’s why it’s essential to focus your off-page SEO link building efforts on trusted websites with excellent link equity.

The six factors that influence the equity passed by a link include:

  1. The anchor text used to link to your site
  2. The freshness or age of the link to your site
  3. The number of links on the linking page
  4. The relation between the linking site’s subject matter and yours
  5. The trustworthiness of the linking site
  6. The authority of the linking site and the linking page

If you use tools like Ahrefs, SEMrush, and more, you can assess the potential link value of a site.

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How to do off-page SEO for your SEO campaign

Now that we’ve established how important off-page SEO is to a website’s success, we can delve into the specifics of how to improve off-page SEO.

#1: Lin building

Links from reputable sites are hugely beneficial to your website.

But how do you convince others to link to you? You can try any (or all) of the following off-page search engine optimization strategies to start.

  • Join an association. This could be an industry association, or the local Chamber of Commerce. Make sure that your company gets a link on the association’s website.
  • Create quality content. Making high-quality blog posts, infographics, videos, and more are all excellent ways to draw clicks and natural links to your site. Basically, if it’s interesting, they will come.
  • Reach out. Reaching out to journalists and bloggers as possible sources for their writing, or asking them to host something you’ve created, provides future opportunities for you to earn links to your website.
  • Share on social media. Promoting your content on social media can help it gain traction. Post appropriate content, like infographics, blog posts, and more, to social media channels. Optimize your posts for discoverability too, like by using hashtags on Twitter.

#2: Writing for publications

Writing for external publications is a great way to show that you’re an authority in your industry while also promoting your own business’s service. This kind of publicity gives you huge potential for attracting customers that otherwise may not have heard of you. Plus, it can give you a portfolio of writing that you can show to other publications to start writing for them, and so on.

#3: Social bookmarking

Social bookmarking is the process of submitting your content to sites like StumbleUpon, Tumblr, Reddit, and others. These sites segment their content to appeal to certain niches, which you can use to appeal to customers in the specific demographics that you want to target. Before you submit any content, though, make sure to research the audiences and rules of each site.

You don't want to spam these communities. Instead, you want to offer actual value with your content.

WebFX knows off-page SEO

If you’re too busy with your company to concentrate on all the factors that go into off-page SEO and measuring your on- and off-page SEO efforts, you should team up with WebFX!

We’re a full-service Internet marketing firm with an award-winning team that strives for excellence in every project, no matter how big or small. We know exactly what to do to earn you the exceptional results you need to grow your business and add to your bottom line.

Contact us today to build your business with our off-page SEO services!

Ready to start your off-page SEO campaign? Call 888.449.3239 or contact us online today to learn more about how WebFX can help with your SEO challenges.