Off-page SEO refers to anything done outside of your website with the potential to affect search engine rankings. Optimizing your site for off-page SEO means you'll have to improve the way that both users and search engines see your site in terms of credibility, authority, popularity and relevance.
Google uses over two hundred factors for ranking sites. It’s difficult to rank based on content alone; this is where off-page SEO comes in. By telling Google what others think about you and your site, you are helping it determine how much your content is relevant for users. This is why getting links from quality websites is key.
A common misconception among SEO newbies is that link-related activities are the only ones that matter. In reality, Google's algorithm pays close attention to a number of factors for ranking content.
How to do Off-Page SEO:
If you are a small site with little content, link building is extra important for you because your on-page optimization options are so limited. We recommend putting all of your efforts into building relationships that can strengthen your online presence. Here are some efficient ways of achieving this:
FRIENDS & FAMILY:
The most obvious and easiest route. Does your friend or family member have a blog? Why not ask them to put a link to your website in their next post? Almost 80% of Internet users read blog articles, and you better take advantage of that if you can.
If you are in a small business operating out of a small town, your local newspaper probably is more likely to have more influence than any other local websites. Next time you’re launching a new product or service, reach out to the local media outlets to let them know everything about it. This way, everyone wins: the newspaper gets a new story, you get more exposure, and the readers learn about your offerings.
YOUR BUSINESS PARTNERS:
Assuming you’ve established a solid relationship with your suppliers, manufacturers, retailers, exporters, and other business partners, a simple request to add a link to your site to one of their pages may help you build a stronger backlink profile. Here’s a tip: if you are using a specific type of equipment or software, this is your chance to get featured on their website, as well. Don’t be shy and get started on that email right away!
YOUR LOCAL CHAMBER OF COMMERCE:
How about paying your local chamber of commerce to post a link to your site? This is another opportunity that is unfortunately often overlooked by local businesses.
SOCIAL MEDIA MARKETING:
While social media does not have a direct, immediately obvious effect on SEO, the link here (no pun intended) is simple: the more your website is mentioned across various social media platforms, the better your exposure.
One of the most advantageous off-page SEO activities - guest blogging - helps you kill two birds with one stone and build both links and your reputation.Whenever you’re making a guest appearance as a writer on another website or blog, the site often allows you to insert a link that leads back to your own site in the post or author bio. This is an added bonus point for your brand awareness efforts as your name and brand are being featured in a new place.
This is the most talked about aspect of digital promotion, and for a good reason. All other things being equal, the more efficiently the site is promoted by links, the higher it is in SERPs.
Social bookmarking is the process of storing a web page so that you can revisit it at any time. Social bookmarking tools are different from browser-based bookmarks as they can be viewed online and shared with whomever has access to your content. The most famous examples of such tools include Pinterest, Twitter, Dribble, We Heart It, Reddit, and many others.
This type of marketing is reliant on promoting the product/service to a number of trusted industry experts and relying on them to deliver your branding message to their audience made up of mostly engaged, dedicated people.
Google has a weak spot for brands, we all know that. Therefore, building a brand is as much of a must for SEO as it is for marketing. All beginner entrepreneurs should make an active effort to increase their online authority for your audience and search engines alike.
LOCAL SEO (GMB & CITATIONS):
Local SEO is a separate branch of SEO that deserves its own conversation. However, there are two off-page SEO techniques that deserve a special mention in this article — citations and your Google My Business listing.
When working on off-page SEO in 2021, the role of customer reviews is hard to overestimate. Reviews guide how regular users and search engine crawlers perceive your brand. Sites with positive reviews appear more credible and therefore are more likely to get to the top of search results. In addition, a positive online reputation leads to better conversions. Returning users are one of the behavioral factors that will boost your credibility in the eyes of search engines.