While it’s easy to promote products and services on your website, figuring out how to promote your business beyond your site can be much more challenging. When building a website, the strategies for creating strong on-page SEO are often the focus, but steps needed to improve your off-page SEO are usually less clear.
People often strictly associate off-page SEO with link building, but it should encompass far more than that. So, what exactly is off-page SEO and how can it impact your business? Let’s take a look.
While on-page SEO focuses on what’s happening on your website, off-page SEO is focused on how you’re building domain authority through the use of things like external links. It’s a culmination of all the different activities you can do online (and not on your website) to improve search engine results page (SERP) ranking.
Off-page activities signal to search engines that your website is authoritative and trustworthy. Search engines like Google assess the quality of the off-page SEO activities based on factors such as relevance, authority, location and variety.
The goal is always quality over quantity with off-page SEO. It doesn’t matter how often your business appears online if the sources aren’t considered reputable.
There are several activities that make up your off-page SEO, starting with the most common — link building.
Link building is the process of getting your website linked to from other websites. One thing search engines consider when ranking is how popular your site is, so this is in part calculated based on how many other websites link back to yours.
However, search engines don’t consider all links to be of equal quality. Factors like how popular the linking site is, how new the link is, how trustworthy the linking site is considered, the number of other links on the page and more all come into play.
Another way to build your off-page SEO is to get active online. Whether it’s posting on social media or participating in forums under your brand name, search engines look to see what activity you have. The more you interact using your brand’s name, the more you’re contributing to your off-page SEO.
Guest blogging can also contribute, by helping you establish yourself as a reputable source and creating backlinks directing people back to your website or social media pages.
Finally, ensuring your local and business directory listings are updated regularly is a key aspect of off-page SEO. The more places your business appears online, the better you can rank with search engines.
It’s no secret consumers look to the Internet to help them make buying decisions, now more than ever. While the combination of the right keywords may directly lead someone to your website, there are still countless opportunities for them to find you through other avenues beyond your slice of the web.
When considering the benefits of off-page SEO, the most obvious one is improving where you rank on search engine results pages (SERPs). The higher you rank, the easier it’ll be for people to find your business.
Additionally, a higher ranking on a SERP means better exposure for your business, which can then lead to more organic traffic for your website.
Similar to on-page SEO, off-page SEO helps reinforce your expertise and establish brand awareness. The more places people “see” your business, the more likely they are to remember your brand.
All of these activities contribute to establishing domain authority, which is the score each search engine gives your website. The higher your domain authority, the better you’ll rank in search engine results.
Building a strategy for off-page SEO takes time and expertise. To do it effectively you need to understand how to employ all the different techniques and strategies, in addition to finding the time to do it on a regular basis.
To help with your off-page SEO, you can work with a reputable provider such as Web.com. Our SEO services can help establish your business online with quality referral links and citations, as well as help manage business listing and other off-page SEO strategies.
Are you looking to build brand awareness and increase domain authority for your website?
Our experts stay on top of the latest trends and algorithms to invest in the success of your website by improving visibility. Learn more about off-page SEO services right here.