Off-page SEO involves the various actions you can take (such as link building, directory listings, citations etc) outside of your own website to improve your visibility in the search engines. It is an essential part of your overall SEO strategy and should be regularly maintained alongside your on-page SEO. It is effectively providing Google and other search engines with a ‘thumbs up’ to say that your content/website is great and that you are who you say you are.
When you’re looking to rank well in Google, you need to give search engines reasons why your website deserves high placement. That’s where off-page SEO comes in. For example, if you want people to find your business through searches (rather than through ads or word of mouth), you’re going to need a few things:
Through off-page SEO, you can get those links – links from high authority sites can send huge amounts of traffic your way. In fact, some studies have shown it takes as many as 200 high authority links to get page one results! Start early and be patient – success in off-page SEO takes time.
Link building refers to efforts that are not page-focused but instead are link focused. This typically means you’re going out there and finding people to link to your website from theirs. While links may seem like an intangible ranking factor, they can have a significant impact on how well your site performs in search engine results. The more links pointing back to your site, the higher it will rank.
Having great backlinks opens up opportunities for additional traffic and improved reputation as an industry leader (through high domain authority sites) or topic expert (high PageRank sites). The more backlinks pointing at your website, the better – but only if those backlinks come from relevant sources.
A few things you can do to build good quality links include:
As with most aspects of digital marketing and search engine optimisation, there are many options available for building links. That said, it’s important to keep in mind that not all links are created equal when it comes to search engines. It’s important that you build relevant backlinks; think about what your target audience might be looking for when they’re searching for more information about your business and try to provide those resources. This will help your backlinks carry more weight – which means a higher ranking from search engines.
Sign up for an account on HARO to receive press releases from other companies. Some websites publish these and link back to you, so you’ll be building your site’s authority in a very organic way. But don’t stop there; try doing a web search for keyword + press release, as well as searching through industry forums. This will help you find opportunities to promote yourself through guest blogging or being interviewed by journalists.
You can also find sites that accept guest posts, where some of them may require an author bio at the end linking back to your website or social media profiles.
Local business listings can be found on a variety of directories, including Yelp, and Bing Places for Business. By creating an account with these sites your business will be categorised as verified – which signals to both consumers and search engines that you are who you say you are and adds even more credibility to your brand or site.
Check out this blog for more advice: 16 MUST HAVE tools for off-page SEO and link building
We can help! Contact us on 02392 830281 or subit your details below. You can also find out more about our SEO services here.
Gemma joined Vertical Leap in March 2020 as an SEO Specialist after having worked in marketing for 7 years for both in-house and agency side, where she was involved with everything from social media management, through to content development and email marketing campaigns. As a member of the ESEO team, Gemma helps to deliver strategic SEO campaigns across a range of brands on a local, national and international level.
Gemma is well travelled after exploring the world for almost two years and living down under for 12 months. She’s passionate about snowboarding, fitness and supports her local football team, Southampton FC! When she’s not at work doing SEO, you can often find her on her paddle board floating somewhere on the River Hamble or indulging in a snack or two.
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