Search Engine Optimization is no stranger in the digital marketing world. SEO practices help improve sites to rank better on search engines, making them easier for people to find.
Most companies spend time working on on-page SEO and forget about the equally important off-page SEO. However, suppose you’re looking to really improve your site’s overall performance on search engines, including generating traffic to the site. In that case, you should invest in both off and on-page SEO tactics.
What is Off-page SEO, and Why is it Important?
As the name suggests, off-page SEO is efforts outside your pages to better your site’s discoverability on SERPs. In other words, you work off your pages to help make your site better in quality and increase visibility to internet users to generate more traffic to your site.
So, for example, if there are many quality sites linking your pages, this can suggest to Google that your content is valuable. As a result, Google will recommend your content and make your website visible on the first page of the search engine result. But, of course, there are many other ways to do this. Read on to learn more.
What are Some of the Off-page SEO Tactics?
Links are crucial to search engines’ algorithms. For example, Google won’t be able to determine one site’s value if it weren’t for links. That’s why link building is a top priority and an essential part of off-page SEO tactics.
With link building, you’re working to earn backlinks from highly trusted websites. It’s similar to getting a “vote of confidence” from other sites. Consequently, your pages will gain trust from Google, and it’ll rank better.
Now, how do you make your website desirable for others to link to? First, you’ll need to work on improving your site. So, for instance, by applying on-page SEO best practices. Produce relevant and quality content, lay your internal pages correctly, have effective interlinking to help crawlers find information easily, and use the right keywords are some SEO steps to increase the value of your website. The other points that we’ll discuss below can also help you with link-building.
Increasing your brand awareness is one of the best ways to boost your brand searches. You’ll naturally get mentions online and get those precious links to your site when your company is known.
Building your brand’s name can be done online and offline. For instance, getting involved in events or speaking at workshops can help attract prospective customers to your brand and encourage them to search for your company online. Furthermore, having a good reputation online can also boost your brand’s name. For example, having good reviews(which we’ll discuss in the next point) is another way of garnering attention.
We know that everyone uses the internet, and many use it to find information. This is why building a good online reputation is crucial to the success of your off-page SEO and, ultimately, your business success.
When it comes to purchasing a product or service, many users decide based on other people’s recommendations. If others say good things about your products, you’ll instantly gain more trust and increase brand awareness. In contrast, if you have too many bad reviews, people will be dissuaded from choosing your service.
Having said that, getting some bad reviews is not the end of things. There are ways you can turn around bad reviews to your advantage. Find out exactly how by reading our article on how to deal with bad reviews.
Social media is seen as one of the must-have digital marketing tools. Your presence there helps drive engagement, increase brand awareness and generate traffic. But social media isn’t only beneficial for businesses. Users use it for entertainment and to find relevant information regarding the product and services they’re interested in. So, in a way, social media serves as a search engine.
However, just being present on social media will not be enough to produce the result you want. You need to be proactive by posting regularly, creating creative content, responding to your followers, and sharing useful information that can be other posts by other brands relevant to your industry. These steps will help you reach your desired goals: to drive engagement, increase traffic to your pages, and ultimately, drive sales.
Social media posting doesn’t directly impact your SEO, but using your social following to gain traffic back to your product/services pages, posts, and more definitely helps! Consider which platforms are best for each audience and piece of content.
Content marketing is one of the most important marketing strategies out there, and it’s crucial to the success of your SEO efforts. When we talk about content marketing, many refer to on-page SEO. However, few people know content marketing can be done outside your pages. Guest posting or creating content on other sites is one excellent example.
Guest posting can help get traffic back to your site and position your brand as an authority website(a well-known and trustable source). However, please note that you don’t want just to publish your content on any site. Instead, choose one that is relevant to your business and has high engagement. Guest posting can be a blog post or even other written content such as infographics, research papers, and surveys.
Influencer marketing has emerged as the popular social media marketing strategy to gain exposure, add value to your brand, and increase marketing ROI. In 2019 alone, 39% of Americans said they bought a product or service because of influencers’ recommendations.
Influencer marketing is a collaboration between companies and an influencer to help promote a product or service. A decade ago, an influencer would be a top celebrity, but nowadays, anyone with a significant number of followers is considered an influencer.
Maximize your investment in influencer marketing by choosing to work together with the right influencer, i.e., those with high engagement. This also means those with organic and a significant number of followers. Don’t forget to look at the like/comment to followers ratio. For example, if an influencer has 20 thousand followers but only gets 200 likes or 30 comments, this can suggest a low engagement ratio.
If your business has a physical store or serves a geographic area, putting your effort into local SEO is an excellent option. When people search for a business on Google, search results will show companies in proximity. For example, if you search for a coffee shop from your office, the top results will show nearby coffee shops. Likewise, If you search from your house, the result will be those close to your home.
Registering your business on Google My Business(GMB) is a great way to get that local exposure. So how do you get started? Set up your Google My Business today or learn more about other Map verifications, like Apple Maps.
So there you have it, all the essential points about off-page SEO and how to apply it effectively. On a final note, we would like to reiterate that improving your website’s performance takes the combination of different SEO tactics and non-SEO approaches. So if you’d like to learn more about how to create an effective digital marketing strategy, be sure to contact us. We’ll be more than happy to assist you and help you reach your marketing goals.