Search engine optimisation plays a critical role in your brand’s ranking and customer reach. It’s possible that you’re already aware of the importance of a solid SEO strategy and what you can do on-page to impress Google; however, do you know that there’s such a thing as off-page SEO too? You might already have fantastic, fully-optimized web pages, complete with the best title tags, content, and links, but if you aren’t pairing that with effective off-page SEO, you’re missing out.
In this article, we’re taking an in-depth look at what off page SEO is, why it’s important, and how you can use it to your company’s advantage.
On-Page SEO vs. Off-Page SEO
First, let’s define on-page SEO and off-page SEO, so you can see the difference between the two. On-page SEO refers to everything you do on your web pages to increase your site’s search engine ranking. This can include things like creating excellent, keyword-rich content, optimizing title tags, and adding internal and external links. Off page SEO consists of all the activities done outside your website to boost your spot in the search engine results. This involves developing backlinks (links to your site from another company’s site), sharing your site on social media to drive traffic, content marketing, etc.
If you’d like to read more about on-page SEO, you’re in luck! We have a blog for that. Take a look at “14 Must-Have SEO On-Page Optimisation Techniques for 2021.“
Why Does Off Page SEO Matter?
Off page SEO’s goal is to build your brand’s online authority and reliability. Why? Because the more authority and trustworthiness you have, the higher you’ll typically rank. Just like you’d “sell” your brand to a potential customer, you should also be selling your brand to Google. After all, you need to build trust with someone first before they purchase your product or service. It works the same way with search engines; they have to know that you’re a trustworthy brand before allowing you to sit at the top of the search engine results for all to see. Google wants to provide the most valuable and relevant information as possible to their users, so if you don’t prove your value, you’ll most likely be stuck at the bottom. That means less exposure to your audience and probably a drop in sales, which you never want as a business owner.
8 Techniques to Improve Off-Page SEO
There are plenty of successful off page SEO techniques that can help take your company to the next level.
- Utilize Link Building
Link building serves as the backbone of off-page SEO, as Google’s algorithm uses links specifically as a ranking factor in search results. The goal of link building is to obtain the highest quality links from the most reputable and most authoritative companies. In this case, quality is considered more valuable than quantity. It takes a lot of trust and respect for a company to deem another worthy of a link. Google understands this, and so they rank websites according to how many of these links a company has. Securing a quality link from a trusted company is like hitting a gold mine; you’ll rank higher, Google can discover new pages on your website quicker, you’ll receive more credibility, and you may win some referral traffic as well.
If you’re interested in learning more about how you can build quality links on your website, check out our blog post, “10 Link Building Tips to Skyrocket Your SEO.”
- Distribute Press Releases
Press releases do much more than just inform people of a big event or company announcement; they can also help your SEO. Nowadays, many press releases have moved from paper to online, making it easier than ever to use them to gain backlinks and boost SEO. With optimized press releases, you can increase visibility and trust with customers and prospects, make your company more searchable, increase sales, widen your customer reach, and even brand yourself as an industry expert to increase your online authority.
- Obtain Positive Reviews
Google loves companies with positive reviews because they want only the most positive experiences for their users. Positive online reviews tell Google that your company is doing something right and offering significant value to the people who use your products or services. The more people love your business, the higher you’ll show up in the search results. And chances are, if you’re a highly rated company, other companies may find you more trustworthy and link to your site. It’s a win-win!
Not convinced that online reviews really matter? We suggest checking out this article from BigCommerce.com: “The Inside Scoop on Ecommerce Reviews: Why They Matter and How to Make the Most of Them.”
- Partner With Influencers
Have you heard of “influencer marketing” before? It’s a trending topic these days because of its incredible ability to boost your brand awareness and positively impact your off page SEO. Influencer marketing is the process of discovering a person with a large social media following who targets a specific audience and partnering with them to promote your products and services. You’d be surprised at how much sales grow after an Instagram-famous influencer mentions you in one of their posts. Research some of the influencers most relevant to your industry and contact them about a potential partnership.
- Clean Up Your Site
No one wants to visit a website and land on a “404 error” page or click on an internal link and find that it’s broken. And they definitely won’t want to stick around if your site is hard to navigate or has a poor design. These errors can skyrocket your bounce rates and may lead to a disinterested (and probably semi-irritated) audience and search engine. Make sure to do regular audits of your website and look for things like broken or irrelevant links, error messages on landing pages and web pages, bad graphic design, etc.
- Share on Social
Do you have a LinkedIn page? How about an Instagram or Twitter? Social media offers companies a quick and easy way to share their brand with their followers and the rest of the world. Whether it’s through your paid advertising campaign or organic posting, you can engage with your existing and potential customers and build trust, while simultaneously building your backlinks and enhancing your SEO. In addition, some of the best exposure comes when another company mentions your brand on their social media profile, giving you the chance to shine in front of their followers.
- Be a Podcast Guest
Don’t be afraid to get in the spotlight once in a while! Podcasts have become increasingly popular over the years and are now being recognized as an effective way to improve off-page SEO. Reach out to someone who talks about things related to your industry and see if you can schedule an interview. Once the interview is done, they’ll release it online for public consumption. And not only that, but it can also boost your branded searches, as people may begin to search for your company’s name. It’s double the exposure.
- Create Shareable Graphics
Stellar visual content is an excellent way to develop off page SEO. When you have a beautifully-designed and informative graphic, chances are, someone out there will want to link to it in their own blog or online article. Whenever someone shares the graphic, they’ll likely link to your company’s website or mention your company name as the original source, driving traffic to your site, promoting your brand, and showing Google that you’re a valuable online asset. In sum, the more shareable your content is, the more Google will notice.
Get Your Off-Page SEO Off the Ground With the Pros
Having the right keywords in your content and the proper title and image tags isn’t going to cut it when it comes to your overall SEO plan of action. These days, you need to think about on page and off page SEO. Off page SEO can often be one of the most difficult aspects of search engine optimisation, as it involves activities outside your website in order to improve your rank. But it doesn’t have to be.
Does off-page seem impossible to you? Or maybe you just need a helping hand because you don’t have enough time to make improvements on your own. There’s no need to worry when you partner with the pros! The professional team at Zeidan Digital Marketing will take you under our wing, offering guidance and ensuring goal-driven results. Our search engine optimisation specialists will help boost your ranking through the creation of valuable, keyword-rich content, complete with links, tags, and all that’s needed to make a fully optimised website. We’ll handle all of your off page SEO needs, from checking your site for error messages and helping you get more online customer reviews to building links from authoritative companies and ensuring that you’re engaging with your followers on social media. You’ll never have to keep up with the latest SEO trends or the day-to-day tasks, because we’ll do it for you!