SEO is split into two categories; on-page SEO and off-page SEO. We have written several blogs about on-page SEO activities, including Technical SEO and optimised meta descriptions. Whilst on-page SEO includes activities that have taken place on your website, off-page SEO involves activities that have taken place away from your website in order to improve your website’s search engine rankings. We have taken a look at what activities are involved in off-page SEO and why it is so important.
What does off-page SEO involve?
Many people associate off-page SEO with just link-building, however, there is so much more to it! Valuable link building is an important aspect of off-page SEO, but social media marketing and brand mentions also come under off-page SEO.
There are three types of links, and they’re not all going to boost your SEO!
Firstly, natural links are links to your website by others without you asking. Receiving these links saves you time to focus on creating more content as you are not having to go out asking other websites to link to your page. The most common type of link building is manual links. These are the links from sites after carrying out link-building activities. After creating content, you would then reach out to relevant sites in your industry who you feel would be interested in sharing your content. You could also find relevant blog articles that are related to your content and ask them to link to your page in their blog. The final type is self-created links. This type of link building can include backlinks in directories, forums and blog comments. As these links haven’t come directly from the site, they do not carry as much weight. It can also link your website with spam websites if you end up creating backlinks to unmoderated directories and blog comments. When Google introduced the Penguin algorithm back in 2012, they even started to penalise these types of links.
Guest blogging is another great way to receive backlinks to your site; ensuring that you create high quality content that is relevant to the site you are guest blogging on. It’s important that you don’t just create guest blogs as a link-building exercise. Posting too many backlinks in your post will not only make it off-putting to users, but websites will also be less likely to accept your blogs. Before contacting other websites to guest blog on their site, you need to check that your website is optimised. Another website will not want to link to you if it could harm their website’s trustworthiness. This could result in them being penalised by Google.
Social Media Marketing
Social media marketing is another off-page SEO activity and is also a form of link building. However, as links from social media are no-follow, they don’t carry much value towards your rankings. Although these links are not affecting your search rankings, they can bring a lot of traffic to your website and assists with your content reaching a wider audience. These individuals or businesses could then potentially link your website from their own website.
Local SEO also comes under off-page SEO as it includes activities away from your website. This is vital for local businesses who want to market online. This can include claiming your Google My Business (GMB) profile and ensuring all the information on there is correct and up-to-date. Google will then pull information from your GMB profile to display on Google Maps and local search results, e.g. ‘x’ businesses in London. Managing your Google reviews can also show Google that your business is trustworthy and will affect your local SEO rankings. It’s important that your reviews are honest and genuine. If you end up buying reviews, it’s likely they will be seen as spam by Google as they will not be high quality. Potential customers can also usually tell when you have bought reviews due to the quality and may decide to use another business.
Why is off-page SEO important?
Search engines want to provide users with high quality and relevant websites. While it takes into account your on-page SEO, search engines also look at off-page SEO. If your content is valuable to the user, people will want to link to your page. People don’t want to link or associate their site with pages that don’t offer some sort of value. The more valuable links to your page indicates to search engines that your page has great content and therefore should be ranked higher.
You can’t just rely on off-page SEO to get your website ranking in the search results pages. Off-page and on-page SEO, which includes Technical SEO, are as important as each other if you want to run successful SEO campaigns. When link building, it’s important to look at quality over quantity. The harder it is to get a link from a site, the more valuable that link will be. Off-page SEO can be a time consuming activity, however, once your site becomes a well-respected and trusted website, you will see an improvement in your rankings.