Many people are familiar with on-page SEO, which refers to optimizing both the HTML source code of a page and its content. But there’s more to SEO than updating meta information or building out great content targeting viable keywords. There are elements off your own site that can impact your rankings and organic traffic as well. This is what’s known as off-page SEO. In this post, we’ll cover everything you need to know about off-page SEO best practices and why it’s relevant for your website.
ClickGiant is a leading digital marketing agency serving clients nationwide. Get in touch today to request a free site audit.
What is Off-Page SEO?
Off-page SEO is the utilization of SEO tactics that take place outside of your website. As you gain a deeper understanding of off-page SEO, you’ll see that it’s more than just link building. It encompasses tactics such as:
- Brand building
- Citation building
- Content marketing
- Social media
- Reviews
- And more
An easy way to differentiate between on-page SEO and off-page is to view it this way:
- On-Page SEO = your website
- Off-Page SEO = another website or platform
Off-page SEO is all about building your site’s “domain authority,” which is a term describing Google’s impression of the importance of your site, giving them a reason to rank your site higher than those with less authority.
5 Effective Off-page SEO Techniques For 2021 (and Beyond)
Let’s take a look at some of the most important off-page SEO techniques that can help you improve rankings and organic traffic:
Link Building
Many SEOs believe that quality links are among the top three of Google’s ranking factors. It’s important to realize, however, that not all links are beneficial links. Those links that come from sites that Google and other search engines see as having a high level of authority are the links that will help your results page placement.
As you consider link building for your site, bear in mind that in addition to the quality of your links, the quantity is also important. You’re going to see better results the more quality backlinks you have.
Also, you want to land links from sites containing content that aligns with the content on your page. If your page is about stamp collecting, a link from an authoritative page whose topic is how to sharpen kitchen knives won’t help you.
Local SEO
Though local SEO can be considered an SEO discipline unto itself, there are a couple of off-page tactics that are key elements of off-page SEO.
Google My Business (GMB) plays a vital role in almost all local businesses’ online presence. It’s considered off-page SEO because it’s focused on something other than your website. Because almost half of all Google searches are looking for information on local businesses, and 80% of all consumers use search engines to find local businesses, you’re going to be lagging behind your competitors if your business isn’t showing in local GMB results. Be sure your GMB profile is up to date with your key information.
Citations (i.e. mentions of your business online) are also an essential elements of local SEO. Business listings with your name, address, and phone number (NAP) are also considered one of the most important off-page ranking factors. Make sure these are standardized and correct everywhere your business is listed.
Social Media
Since about 95% of digital consumers are active social media users, the importance of social media platforms can’t be minimized.
When it comes to off-page SEO, it’s not just followers or likes that matter with social media. You should be using it as a customer service platform, answering questions posed to you by customers and potential customers. Many consumers will reach out to you on social media as their first contact with you and often connect with you through the link on your social media page.
Guest Posting
When it’s done right, guest posting can be a great way to build links and can provide value and information to your host’s audience while building your authority. It helps you get your brand in front of a targeted audience, bringing you targeted traffic in return and building your reputation as an expert in your field. It’s a highly effective way of building your brand.
Reviews
Because over 90% of people say that online reviews impact their buying decisions, your favorable online reputation has never been as crucial as it is today. Search engines absolutely pay attention to reviews, especially Google reviews and social media reviews. A large number of positive reviews can boost your domain authority, improve your position in the search results, and encourage conversions.
Improve Your Web Presence Today
Brands employing off-page SEO as part of their digital strategy are enjoying solid growth in a very competitive marketplace. It’s a vital piece of online marketing that can’t be ignored.
ClickGiant is a leading digital marketing agency serving clients nationwide. Get in touch today to request a free site audit.
