Off-Page SEO
Adding off-page SEO to your overall strategy allows you to utilize activities done on other websites to help your own website improve ranking within organic search results. Off-page activities that enhance your site’s search engine optimization strategy include link development, increasing brand awareness, engaging through social media, guest blogging, PR outreach, and local SEO.
Why Does Google Care About Off-Page Content?
Google ranks content by determining what content pages answer user questions. This content also needs to come from an authoritative source. There is more than one way to build authority for a site. Having other sites link to your own site is one way to show Google’s crawlers that you have authority. Getting references to your site and business from others websites shows Google that you are known across the web.
Off-page content that helps build authority comes in the form of blogs on other sites, directories, Google reviews, PR, social media, and more. Businesses should encompass multiple off-page content strategies in order to build well-rounded authority. Sites that link back to your own site should be contextually relevant with a target audience that benefits from a referral to your site.
Off-Page SEO Services
Rise Marketing group offers off-page SEO services including building backlinks and writing guest blogs to improve your site’s ranking within organic search results.
Building Backlinks
Backlinks are links on other websites that direct users back to your own site. These links should be built out on high-value sites that target a similar or the same audience that your site is targeting. This includes adding links to topic-relevant webpages on other sites and creating business listings on directory sites that include your industry.
Guest Blogging
Guest blogs allow you to post industry-relevant articles on other sites that link back to your own. It improves your site’s credibility within your industry in the eyes of users. Sites that guest blogs are submitted to should be industry and topic-relevant with articles that cover similar topics to your own guest blog topic. This ensures that it appeals both to that site’s audience and your target audience who may be looking for what your business has to offer.
Local SEO
If your business offers services or products to specific geo-locations, local SEO helps you appear in organic search results for users in those areas. For example, local search results appear for search queries such as “seo agencies near me” or “Massachusetts seo company”.
Local SEO utilizes off-page SEO tactics including setting up Google My Business and link building on local directory sites. It focuses on expanding your website’s digital reach towards local traffic. Types of businesses that benefits from local SEO include:
- Contractors (painters, plumbers, etc.)
- Restaurants
- Law Offices
- B2C local businesses
- Beauty salons
- Service providers (local consulting firms, pet groomers, etc.)
- Healthcare clinics and other healthcare providers
An off-page local SEO strategy allows these businesses to refine their target audience to only focus on potential customers/clients within the areas they serve. There are also on-page local SEO strategies, such as schema markup, that add additional improvements to your site.
Digital PR
Digital PR is a great addition to your off-page SEO strategy. It primes your business to become a credible industry leader by providing platforms to comment on timely news topics.
Press releases are a great way to get your business in front of your target audience in a relevant way. There are plenty of news sites with high user engagement rates already. Posting on these credible sites puts you in front of a larger target audience, expanding your business’ reach. Linking back to your site through press releases indicates to search engines that other high-value sites provide mention of your own site. It can also draw users from that news site back to your site in a way that helps them already understand what your site may provide before clicking into it.
Social Media for Off-Page SEO
Social media continues to increase in users year over year. An estimated 4.9 billion people across the world are using social media in 2023. Optimizing your business’ social media profiles and engaging with your audience through social media platforms boosts your online presence. This can lead to improvements in your business’ search engine rankings over time as you expand your reach towards your target audience.
Plenty of social media users turn to company social media pages to get the most recent business updates, product information, and even industry news. It provides a perfect platform to update your target audience when those updates might not have a place on your website. Social media platforms also allow you to link back to your site, drawing even more users into your site while increasing user engagement.
Improve Your Domain Authority with Off-Page SEO
External links help boost your site’s domain authority as part of an off-page SEO strategy. Domain authority is a ranking system that assesses your site’s relevance within your industry or and the topics that your site covers. Improving your site’s domain authority over time helps you become a credible leader within your industry.
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Blogs Relating to Off-Page SEO
Outsource SEO Link Building
Reasons that your business would want to outsource SEO link building include saving time in the company for other tasks and outsourcing to an SEO expert who may be able to build out more efficient external links.
Off-Page SEO Competitor Analysis: Enhancing Offsite Strategies
Off-page SEO is crucial to the viability of your business. A comprehensive SEO strategy will greatly improve your likelihood of being ranked highly.
Social Signals for Off-Page SEO Strategy
Almost all brands today participate in social media in one way or another. It allows you to easily reach your audience and interact with them.