When it comes to a complete SEO strategy, marketers know the importance of on-page SEO tactics, such as optimizing meta tags, creating a keyword strategy, and anchor links.
Equally crucial and often overlooked is off-page SEO, or the strategies implemented from your website. If you’ve noticed a drop in your organic traffic, an increase in bounce rates, or a decrease in time on page, this may be a signal you need to start monitoring your off-page SEO.
Curious? Take a look at on and off page SEO and how to build your off page strategy.
What is on-page and off-page SEO?
On-page SEO, as mentioned above, is all about optimizing your website content for users and search engines. It involves things like title tags, meta descriptions, H1s, internal links, keywords and keyphrases, informative content, etc. Essentially, all that is happening on your site that allows for a high ranking search result is on-page SEO.
On the flip side, off-page SEO is any tactic that you don’t use on your website that can help it rank higher in search rankings. Many digital marketers believe that off-page and link building are synonymous, but other off-page strategies play a crucial role in driving organic traffic as well.
Here are a few ways to get started with them:
Building an authoritative brand is essential for off page SEO. You can do this through strategic content marketing – but remember, do it away from your site! Try starting a guest blog or co-authoring an infographic, survey, whitepaper, or other material. Whatever you do for your internal content marketing, you can do it externally. Both are important, and both factor into your SEO performance.
When was the last time you purchased a product or service from a one-star company? Never, right? This is because your online reputation matters. Online reviews impact people’s buying decisions, making them an underrated part of your off-page SEO. Just consider shopping through Google. The top rated brands or companies often appear first. If you want it for your business, be sure to ask for reviews when you can and always provide service that deserves a five star review!
In 2020, 97% of digital consumers used social media every month. Social media, in essence, is a different kind of search engine, so treat it like one. Use your keywords on social media, share useful links, and engage with your users in a meaningful and professional way. After all, there’s a high probability that that 97% number will include your own audience.
While obviously not the only part of off-page SEO, links have become ranking signals for Google of authority, trust, and expertise. Google assumes that sites will be linked to the most relevant, useful, and complete information on a given topic. Many of these links are obtained organically, but some include link building activities like the previous guest blogging and co-marketing examples.
It is important to note that not all links are created equal. Links from higher domain authority sites have more power than links from less reputable sites. Therefore, if your domain authority is 40, you really only want inbound links from sites with domain authorities of 40 or higher.
Likewise, some types of links carry more weight than others. For example, links in the body of a web page compared to a sidebar are more meaningful to search engines. And, there is some evidence that the variety of links (links from various domains) is a good thing. The anchor text used on the link is also essential, with branded and natural language links preferred. Finally, where the links come and go is also essential. Links to and from a home page can have more impact than links to and from deep internal web pages.
Like on-page SEO, link building, content marketing, reviews, and social media are all part of your SEO strategy. It’s a crucial way for search engines to measure peer influence, authority, and trust. However, it needs to be closely watched by marketers who are committed to continuous optimization based on changing data and algorithms.