What Is Off-Page SEO?: 5 Ways It Can Benefit Your Business
What is off-page SEO?
Simply put, it's how you direct people to your website with methods that aren’t part of your website itself.
How you do that can take many forms. Before diving further into these methods, let's address some of the nuances between on-page and off-page SEO.
On Page vs. Off-Page SEO
On page SEO represents every strategy that you undertake on your actual website to improve the user experience and make it more accessible to search engines. Examples of this include the following:
- Your website's content
- How long it takes for the website to load
- How easy the website is to navigate
- Tags used for grouping and accessing content
- Image size and consistency
- Website mobility, or how good it looks on a phone
Off-page SEO is everything you do to bring attention to your website from the outside world. Examples of this include:
- Paid marketing campaigns on social networks
- Organic posting and traffic generation through social networks
- Guest blogging for niche-related sites
- Natural link building
- How the website displays in local search results
And if that's not enough explanation, none other than Google provides an invaluable overview guide for getting started. You can find it here.
Read on to learn about the benefits you can experience from successful implementation of off-page tactics.
1. Offline SEO Forces You to Get Serious About Your Website
This SEO approach can only be successful if your on-page strategy is where it needs to be. That starts with your content.
You don't have to be a great writer or director. You don't need a great speaking voice. Those things can help enhance your popularity, but they'll never lead to success without substance.
That's why it's so important that you lean into your expertise and develop content that people will want to read or listen to or watch. Google and the other search engines are too smart to be fooled.
Do the research. Find out questions that people who would be considered your customers or clients are "asking" or searching for online. Then, create content around it that demonstrates how you know your stuff.
Because off-page SEO requires us to put original content into the world and because it only works if you're connecting, it will cause you to think more about your on-page game and put the best version of yourself into everything you do on the site.
2. SEO Off-Page Activities Help You Connect with the Right People
Much has been written about the old days of link building. Here’s what you need to know: it remains one of the best SEO strategies in terms of bang for your buck, provided two things:
- You're not paying for the links.
- You have authentic connections to the sites linking to you.
Google is too smart for the black hat tactics of yore. Their algorithms are becoming more advanced every day, and they can root out basic link swaps or paid links that are done specifically for the purpose of gaming their system.
The rewards of a temporary boost don't come close to the penalties of getting caught (and blacklisted).
When you create great content, you dramatically improve the odds of a site naturally linking to you just because they found value in what you had to offer. When you add value to others, you dramatically improve the odds of an authentic connection that can result in a backlink.
Focus your off-page efforts on getting quality links instead of quantity. One is all you need to make a huge difference in traffic and reputation.
3. SEO Off-Page Can Drive Local Traffic
Sites like Yelp, Google My Business, TripAdvisor, and Facebook are all great sources to build your local reputation. They offer geo-targeting and user reviews.
Both of these factors make a difference in how Google and the other search engines "see" you. Reviews, in particular, make up around 10 percent of total ranking factors. Use these sites to your advantage in any off-page strategy.
4. Off-Page Optimization Techniques Give You a Safety Net
Beefing up your off-page reputation can do much to protect your website's traffic against isolated algorithm changes. Google has made several since 2010, and it has crippled many websites as a result.
That's not to say Google is malicious about it. The company's goal is to give the best user experience possible to their customers (i.e., the people using the search engine).
Sites that make that experience difficult usually are the ones that get dinged in an algorithm update. Still, arbitrary changes can deter traffic.
Building a strong reputation on social networks, through your email list, and through more than one search engine can safeguard your site against the unexpected.
5. Off-Page SEO Helps You Avoid Temptation
Black-hat marketing tactics aren't what they used to be. That is, they're not as effective as they used to be.
Google and others have had over 20 years of practice to be able to root out most any underhanded shortcut an evil web genius can envision. Sure, it still happens. But when it does, the results are short-lived and the punishments aren't.
By focusing on an effective off-page strategy, you can avoid the temptations of black-hat tactics such as link swaps, buying links, keyword stuffing, or comment jacking. Ultimately, it will solidify your reputation.
How To Utilize Off-Page SEO?
A website is a necessity, but it's not everything that you need to have a successful business. Answering the question "what is off-page SEO" and learning which off-page tactics work for you will ensure that you can grow your brand beyond a website.
If you need help getting there, reach out to us at Rabbit Hole Systems today. We have years of experience in local SEO and off-page strategies to build and grow relevant websites. We'll help you diagnose shortfalls and devise a plan to successfully extend your reach to as many people as possible who have an interest in your website.