When you think of SEO, you probably think of website structure, keywords, title tags, meta descriptions, user experience, etc. What if I told you that’s only one piece of the puzzle?
The strategies mentioned above; that’s on-page SEO, the well-known star of the show. The wizard behind the curtain? That would be off-page SEO. Not many marketers consider how the world outside of their own website might affect their search engine performance. But not you, you’ve come to the right place.
Let’s dive into some off-page SEO techniques that will help set your website up for success and differentiate you from your competition.
Quick Takeaways:
- Off-page SEO builds your site’s authority and trust through activities done outside your website.
- Backlinks, guest posts, and brand mentions signal credibility to search engines and boost rankings.
- Social media and influencer marketing amplify your content and drive new traffic to your site.
- Public relations and digital content placements earn exposure and valuable referral traffic.
- A strong off-page strategy complements on-page SEO and fuels long-term organic growth.
What is Off-Page SEO and Why is it Important?
Off-page SEO simply refers to everything you do outside of your own website’s coded walls to improve your performance on search engine results pages (SERPs). The goal is to increase your brand’s authority and improve your reputation to build trust that Google deems oh-so valuable when it comes to ranking success.
Not only that, but a natural consequence of off-page SEO is building more brand awareness. As your company is mentioned on more websites and various platforms, the more likely potential customers are to find you. Not to mention the traffic boost that comes along with it. Talk about a win-win!
There are plenty of means to achieve off-page SEO success. And good news, all of which can be done at any company, from the smallest start up to the largest conglomerate you know. Plus, off-page strategies blend seamlessly with the on-page SEO you’re almost undoubtedly already doing. The two form a symbiotic relationship, bolstering the other’s success naturally. At the end of the day building trust is important at every step of the way, and a well rounded SEO strategy can’t go without focusing on off-page SEO tactics.
Okay, okay, have I teased you enough? Here are a few of the most impactful off-page SEO tactics that you can start implementing today.
1. Link Building
Link building is the practice of getting other websites to link back to your own. This process of building backlinks is the most popular and well known off-page SEO tactic. In fact, Google has confirmed that backlinks are among the top 3 ranking signals, not to mention the #1 result in Google has an average of 3.8x more backlinks than positions #2-#10.
How Link Building Boosts Traffic
Each backlink you earn for your website is like a vote of confidence in Google’s eyes. Kind of like when a friend sets you up on a blind date, much less scary than meeting a true stranger!
When a reputable website links back to yours, Google takes that as a signal that your content is trustworthy and valuable, which can push your pages higher up in the SERPs. Higher rankings = more visibility = more traffic. Plus, referral traffic from those links can be just as valuable as organic traffic.
How to Link Build Right
You’ll want to focus on building links from high-authority websites within your industry and relevant to your niche. There are a few different means to go about this:
- Broken link building: Search for websites with broken links that would conveniently be fixed with one of your own.
- Create linkable assets: Develop infographics, research reports, tools, ebooks, etc. that are high value and irresistibly linkable.
- Guest blogging: Spoiler alert, the next section dives a bit deeper into this one.
2. Guest Blogging
Guest blogging is pretty much exactly as it sounds. You write a blog and share it on a website other than your own.
How Guest Blogging Boosts Traffic
By tapping into someone else’s audience you get your name (and website) in front of new readers. These posts also often link back to your own site, contributing to your backlink profile and increasing your referral traffic. 47% of marketers actually use guest blogging as their primary link building strategy.
Image Source: ahrefs
How to Guest Post Right
The key is to target websites with an audience similar to your own for the highest value-add. Pitch unique, valuable article ideas that are impossible to resist. Always prioritize relevance and quality over quantity.
Pro tip: Don’t just pitch, build relationships with editors or site owners for more long-term collaboration opportunities.
3. Social Media
While social media doesn’t directly impact SEO rankings it does play a crucial off-page role in amplifying content and generating brand awareness.
How Social Media Boosts Traffic
The more your content is shared, the more eyes you get on it. That can mean more backlinks, more branded search volume, and more visits to your site. All of which indirectly boost your SEO game.
How to Social Media Right
Share your content across platforms where your audience hangs out. If you’re in the B2B space, LinkedIn sharing might be your go-to. For direct to consumer marketing, TikTok or Instagram would connect you better.
Tailor your messaging to fit each channel, and use hashtags, visuals, and snippets that encourage engagement. Don’t sleep on engaging with your followers either. Community building boosts visibility in ways marketing strategies can only dream.
4. Influencer Marketing
The new millenia is calling! Influencer marketing, while a somewhat modern strategy, has become invaluable for brands in creating awareness. Over 80% of marketers credit influencer marketing as a highly effective strategy.
Influencer marketing involves collaborating with individuals who have built trust and an audience in your niche. They can promote your content, product, or service to their followers.
How Influencer Marketing Boosts Traffic
When an influencer shares your site or content, their audience is more likely to trust it and click through. Plus, some influencers maintain blogs or websites where they can link back to you. Bonus SEO points!
How to do Influencer Marketing Right
Find micro-influencers (small but highly engaged followings) who align with your brand values. Offer something of value: partnerships, guest content, or even just your product. Pro tip: make sure your shared content includes trackable links or UTM parameters to measure results!
5. Brand Mentions
Brand mentions are instances where your business is named online, even if there’s no link. These unlinked mentions still count toward your brand’s online authority.
How Brand Mentions Boost Traffic
Now Google is one smart cookie. Even without a link Google increasingly recognizes and values brand mentions as a trust signal. They also increase your visibility in search and across the web. And hey, some readers will Google your brand even if it isn’t hyperlinked.
How to do Brand Mentions Right
You’re probably thinking, “An unlinked mention really has nothing to do with me, right?” Wrong! Monitor mentions using tools like Google Alerts, Brand24, or Mention. Engage with people talking about your brand, and don’t be afraid to reach out and ask for a link if the context fits.
6. Public Relations
Digital PR involves pitching stories to journalists, earning press coverage, and getting featured in online publications.
How Public Relations Boosts Traffic
Not to sound like a broken record, but media coverage builds massive trust and authority. These high-authority backlinks give you an SEO boost, and press features can drive huge amounts of referral traffic, especially if they hit top-of-funnel audiences.
How to do Public Relations Right
Build relationships with journalists, respond to HARO (Help a Reporter Out) queries, and pitch your brand story to relevant outlets. The secret ingredient? Offer valuable content like news, insights, or data, not just self-promotion.
Off-Page SEO: Your new secret weapon
Off-page SEO might be the unsung hero of search engine success, but it;s not to be underestimated! These off-page SEO tactics have the power to transform your visibility, credibility, and traffic. While on-page SEO makes your site technically sound and user-friendly, off-page efforts build the trust and authority that search engines crave.
The beauty of off-page SEO? It’s accessible. Whether you’re a scrappy startup or an established brand, there are ways to start building your presence today. Focus on consistency, value, and relevance, and you’ll not only see your rankings climb, you’ll attract more of the right traffic, too.
Ready to stand out beyond your own website? Let’s talk about how you can start implementing these off-page tactics and let the results speak for themselves.