You’ve probably heard of SEO, or search engine optimization. But what many probably don’t know is that there are two types: on-page SEO and off-page SEO. In this article, we’ll be talking about off-page SEO strategies, what they are, and how to implement them into your marketing plan.
What is Off-Page SEO?
Off-page SEO is exactly as it sounds: search engine optimization that is off the page. For clarification, off-page SEO refers to all the activities that take place outside of the website to raise its rankings.
Optimizing for off-site ranking factors involves improving the search engine and user experience of these factors: the site’s popularity, relevance, trustworthiness, and authority. This is accomplished by using other reputable places on the Internet that are already linking to or promoting your website and can attest to the quality of your content.
This means link-building, social media engagement, or branded searches. These things are all actions taken exclusively by an external source, such as a customer or blogger. All of these lead a trail of breadcrumbs right to your website.
To put it simply, a backlink, or link-building, is a link from one website to another. For example, a blogger is writing an article about where to buy the best flannels. They have a Top 10 list of the best flannels money can buy, and #1 is your company. So, to state their point and also give credit to where it’s due, that blogger will reference your company by embedding a link into their post. When customers click on that link, they’ll be sent directly to your website, and hopefully, buy it because they decided to read a quick article on flannel.
Essentially, backlinks are like the digital version of word-of-mouth marketing.
Social Media Engagement
Social media is a powerful advertising tool. 1.4 billion people are on Instagram alone. 1.9 billion people use Facebook each and every day. If you’re not using social media marketing as a way to advertise your business, you’re doing it all wrong. But social media itself aside, it’s also a great off-page SEO tactic.
It uses a subcategory of tactics such as influencer marketing, mentions, guest-blogging, and more. Plus, with the introduction of shopping platforms such as Instacart and Facebook Marketplace, online purchasing has never been easier.
Links or promotions on social media that lead to your website act like a funnel: the user sees your ad on Instagram, reads it, is intrigued and therefore clicks your profile which leads to your homepage, and decides they like your brand. They follow you and may even click the link in your bio that leads to your website.
It’s a snowball effect of actions, but a valuable one at that. Having a network of links to your website across the Internet is very important, and increases your site’s popularity, relevance as well as domain authority when receiving quality off-page source leads.
A branded keyword, or a branded search, is any query via a search engine that includes the name of your company, business or brand, such as “Target River.” It also could be anything that Target River owns, like “TargetWeb” or “Target Solutions.”
So, if people are searching for your brand or products by name, they’re likely deeper within the sales funnel. Google has found that branded keywords have over two times higher conversion rates when compared to terms that aren’t branded.
Think about it. Do you search for a bandage or a Band-Aid? A cotton ball or a Q-Tip?
Branded keywords are embedded into us without realizing it. That’s why they’re so valuable in SEO.
Ranking Factors for Off-Page SEO
Google uses over 200 ranking factors to rank sites. Oftentimes, content alone is not enough. This is why off-page optimization is so important. With off-page SEO, you’re telling Google what others think of your site by using backlinks, social media engagement, and your keywords as evidence. A good way to think about it is to imagine you’re asking Google for a raise. You want to give them proof that you’re doing well, in hopes they’ll reward you with a higher ranking.
We told you our top 3, but here is a list of the overall best ranking factors to enhance your off-page SEO.
- Link building
- Customer reviews
- Blog posting
- Social media marketing
- Content marketing
Conclusion: Importance of Off-Page SEO
Off-page SEO is a critical part of your overall SEO strategy. Not utilizing the ranking factors above can cause you to miss out on opportunities to raise your rankings. Hopefully, with this guide on our best practices for off-page SEO, you have a better understanding of off-page SEO tactics and strategies and will be implementing these into your own marketing plan.
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