Off-Page SEO [The Ultimate Guide 2021]
Off-page SEO is the set of activities that are done outside your website to lift the ranking of your web page or website in the Search Engine Result Page (SERP).
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What is Off-Page SEO?
People usually confuse Off-page SEO with link building. But to your knowledge, let me tell you that Off-page SEO or Off-site SEO is not just limited to building the links. It’s a lot of a process that requires a deep understanding.
As we know, there are three types of SEO (Search Engine Optimization): On-page SEO, Off-page SEO, and Technical SEO. Out of which, On-page SEO is the primary type, or you can say the essential method. Without On-page SEO, it is more than stupidity to jump on the other two types.
Optimization involves improving user experience and raising the ranking of the site. On-page SEO deals with the activities done on the website, and off-page SEO deals with the activities done outside the webpage.
Off-page SEO is not only about getting a link from any webpage, but it is about getting a high-quality link from the relevant website.
For example, it happens that just for creating backlinks, you ask others to put the link of your webpage in their content even when the content is not related. It can be the result of unethical link building and destroys the goodwill of your site.
On-page vs Off-page SEO
- On-page SEO is everything you do on your site and on which you have complete control. On the other hand, Off-Page SEO, as the name suggests, is entirely off the site.
- On-page SEO factors include meta title, meta description, keyword research, image optimization, internal links, external links, keyword optimization, page speed, canonical URLs, content optimization, schema data, and many others. On the other hand, Off-page SEO factors include referring domains, backlinks, guest posting, broken link building, influencer marketing, commenting, reviews, and social media marketing.
- The significant difference between On-page SEO and Off-page SEO is that there are some chances that On-page SEO can survive alone; it does not need the support of any other SEO technique. But Off-page SEO can’t survive alone. It needs correct On-page SEO to work.
Importance of Off-Page Optimization
If On-page SEO is the building block for a website ranking, then Off-page SEO is the backbone.
- Google takes all the off-page SEO factors while ranking a website.
- Links ensures organic traffic. Experts have advised that backlinks can generate a reasonable amount of traffic for your website.
- Higher traffic ensures a more top ranking, and there is no better option than Off-page SEO for gaining traffic.
- Off-page SEO is essential to know how the world thinks about your website.
- Off-page SEO ensures better PageRank and authority to your site if done in the right way.
- Social media under off-page SEO is a hundred percent proven way of bringing a considerable number of audiences.
Benefits of Off-Page SEO
A website with the correct Off-page SEO gives you many advantages:
- A website can rank higher on the search engine result page (SERP).
- It ensures that your website can get maximum organic traffic.
- Off-page SEO also increases the domain authority of the website.
- Off-page SEO leads to an increment in the referral domains.
- Your site can establish a good trust with Google, which is overall the most important factor when we count the benefits.
- Regular and higher growth of your website means your site can generate more money.
Off-Page SEO Factors
You have to do off-page SEO in two ways, and both these ways are equally important.
- Link Related Off-page SEO factors
- Non-Link Related Off-page SEO factors
Link Related Off-page SEO Factors:
The Google search has built on the PageRank algorithm, which focuses on the number of excellent backlinks to your website. Google’s PageRank algorithm has made this quite evident that there is an immense need for good backlinks, pointing to your site.
The link related Off-page SEO factors are:
1. Referring Domains
It might sound like a completely new concept, but it’s not. Referring domains are those domains from which the backlink to your website is coming.
The referring domains or the backlinks coming from other websites ensure that your site has organic traffic, and I know that you are not a kid to ignore the importance of organic traffic. You can take the help of SEO tools to check how many backlinks and referring domains your website has.
2. Link Authority
The quantity of backlinks is essential though the quality matters the most. Link authority is one of the topmost off-page SEO influencing factors. Authority links are the healthy backlinks that have established some amount of trust with the search engine.
For better understanding, suppose a link on a webpage of a high authority website has broken, and the site has no idea about this. You can contact that website and ask the owner of the website to replace that link with the relevant content on your website. In this case, if the owner of the site agrees, the backlink to your website becomes the authority link. Even if there is no broken link, you can still contact the trusted sites and request them to give a backlink to your site.
3. Dofollow vs. Nofollow
Dofollow and Nofollow are the attributes of the link rel-tag. Google doesn’t consider the link with the Nofollow attribute for ranking. If the website owner doesn’t want that a website gets the SEO credit, they mark the backlink as “Nofollow.” Whereas if they wish to your website to get the SEO credit or the ranking credit, they mark the backlink as “Dofollow.” Most of the site marks the link as Nofollow. But if not, other websites pay so that the backlink to their website is a Dofollow link.
Syntax: <a rel=”nofollow” href=www.example.com>
4. Guest Posting (Guest Author)
There is an ample number of blogs that provide the facility for guest posting. Blogging is the oldest form of marketing strategy. That’s the reason why guest posting is considered more beneficial than any other marketing strategy. You can look for a blog or a particular web page related to the content you want traffic.
Write a post or an article on a trusted blog and add links to your website in that post. If the owner of the blog or site likes your content, he publishes your post. The one posting the content on someone else’s website is known as Guest Author. Guest posting is a perfect opportunity of getting a backlink from another site. It’s a win-win situation for newbie bloggers.
5. Broken Link Building
A broken link (known as a dead link) is a link on a web page that either doesn’t exist or is changed. Relationships break may be because the website is no longer available, the owner of the website forgot to put the redirection or maybe because the URL structure of the link is changed. When a visitor clicks on the broken link he lands on a web page that no longer works, he might encounter a 404 error not found on that particular web page.
Broken link building is another excellent opportunity of bringing organic traffic to your website. Your job is simple. You have to find the broken links of a website, contact the website owner, and request him to place the URL of your website in the place of that broken link. If you are confused about how to find the broken link, you can take the help of the SEO tools.
6. Anchor Text
The simplest definition of an anchor text is that an anchor text is a clickable text in a hyperlink. In other words, any text on which we add a link is the anchor text. Links hold the maximum value in SEO. Anchor text is written inside <a> tag. Anchor text should be relevant to the link.
For example, when you apply a link of another article to the text, ‘What is SEO’? Here what is SEO becomes the anchor text.
Syntax: <a href=”http://www.example.com”>Enter your Anchor Text here</a>
For a better understanding of this topic, I would like to ask a question. If a health and fitness blog is there, and you have two links. One is related to ‘foods for weight loss,’ and the other is related to ‘how to make money online’ which one are you going to put in the health and fitness blog. There is no sense of putting the second link on the blog. The relevant one is ‘food for weight loss,’ which you can add to the blog. This concept of placing the right link in the right place is relevant.
The backlinks that are irrelevant to the content degrades the value of the website. That means if a backlink to your website is coming from a website with irrelevant content, Google can consider this as a paid link. Moreover, there are 99% chances that Google penalizes both the sites. The site from where the backlink is coming from the site to which this link is pointing. The word punish here refers to the fact that Google will down the ranking of the website.
As you are aware of the fact that organic traffic holds the maximum weight. Links that have more natural traffic holds more value than the ones with less or no organic traffic. In simple words, if your relationship is on a website that has less amount of organic traffic, then even your website has less organic traffic coming from that particular link.
Don’t demotivate, because these links are not worthless as long as they are on a high authority website.
Non-Link Related Off-page SEO Factors
Off-page SEO linking factors holds much importance, but there is no doubt that non-link-related off-page SEO factors hold equal importance.
The non-link Off-page SEO factors are:
1. Business Listing
If you are a local business, congratulations because you are going to do great very soon. The present scenario is that Google is taking more interest in the consumer and local business websites. That’s the reason why the business listing is something of immense use for you.
Business listing refers to mentioning the details of your business, such as name, address, phone number, and niche on Google search engine.
While listing your business on a business listing website, don’t forget to mention the NAP citation and a business description that is the product and services your business offers — also, a link straightaway to your website. And most importantly, multimedia related to your business like an image or video of your product. The audience appreciates multimedia more than the text.
2. Brand Mentions
Brand mentions mean mentioning the name of a famous brand in your article or post. It can either be linked (specific link) or unlinked (implied link). There is no doubt that the clickable link creates the right amount of traffic.
The most significant advantage of mentioning brands is that Google crawls every word of the post. It increases the value of the site and its trustworthiness with Google. The crawlers of Google consider brand mentions also as an essential factor while ranking.
If you have great content, the right amount of backlinks, and people are mentioning your name in the article. Then your work is over. You can increase your brand saying by engaging in social media, writing guest posts, influencer outreach, or blogger outreach, and regularly posting your content. Always go for linked mentions.
Blog comments make your blog more interactive. 90% of the time blog commenting creates a nofollow link (depending on the website owner), but it does build your name. When a visitor goes through the comments (just like we all do), he/she jumps on your site if the link is present in the comments. If the content is outstanding, the visitor remembers the name of the website.
Though Nofollow links don’t give SEO credit, they can be of great help in increasing the site traffic. So, it is a recommendation to comment on other posts or blogs or forums like Reddit, Quora, and mention the related link of your post over there. Moreover, it helps you in building a healthy relationship with the owner of the blog.
4. Influencer Outreach
Influencer outreach or influencer marketing is both one of the same things. Under this marketing strategy, people look for influencers or famous bloggers as well as social media influencers to promote their products. An influencer is someone famous on any platform he uses. For example, if a person on Instagram has 1 million followers, he is an influencer. These people are so active on Instagram that they enjoy the attention of a vast audience. Business people look for such people and pay them for promoting their product. It is influencer marketing.
Influencer marketing can be both paid and non-paid. Businesses give the influencers’ free products in exchange for the promotion of their product. Influence outreach offers 40% more chances of product sales because almost everyone is a social media freak these days.
5. Google My Business
You must have read the name of Google My Business under Business Listing because it uses for listing your business on Google. Google search engine considers an optimized GMB profile for ranking the website.
Before going out, people intend to search on Google for better options. Google My Business provides opportunities for new businesses to stand out in the market world. If someone searches for some new business (like a mobile shop) near them, there are 100% chances of you coming in the search results if you are somewhere near the one searching.
The most significant advantage of GMB is that if your details are on GMB, your profile appears in the Google Map results.
Reviews always add up to the worthiness of a website. Ask yourself that on what basis do you go for a product or service. Reviews are one of the leading factors for ranking a website. For Google, user experience is the priority. It keeps a count of both good and bad reviews and considers them while ranking a website. Positive and good reviews ensure a higher ranking. People check for reviews first before taking any step.
As advice, don’t go for paid reviews, offer quality content, and you get good reviews. Learn from your bad reviews and work on them. Paid surveys are a short term strategy of standing in the race because quality matters the most.
7. Social Signals
Social media marketing is the most reliable SEO strategy. Social media offers you a platform to get more traffic in less time. Almost 90% of internet users are there on social media, out of which 70% are active users. And this 70% of active users are going to be your audience.
A large number of shares via social signals ensures a vast amount of engagement rates on your website. That is why it is a recommendation to have the social share signals on your site. The most used social media platforms for marketing purposes are Twitter, Facebook, and LinkedIn.
But the fact stated by Google is that social shares do not add up to the ranking of the website. Because people manipulate the social signals, that is, they do the paid promotion of the website on social media. However, social shares do have a positive effect. Some users do click on the link and visit the site. Hence, giving Google a signal that the content has accessed from multiple users across the world.
Off-page SEO is nothing without On-page SEO. Though Off-page SEO seems harder than On-page SEO. The factors under Off-page SEO are not under your control, so it might take time to achieve a particular result. Do share your views regarding this article. Was it informative? The comment box is all yours to share your queries.
Originally published Jan 1, 2020, updated Jan 24, 2021