How To Improve Your Off-Page SEO
Search engine optimisation is an interesting internet marketing strategy. Over the years, it has definitely evolved and changed in the way certain strategies are now undertaken. SEO also involves different fields of optimization. For example, there is local SEO which involves targeting local customers within your area, on-page SEO which has to do with everything taking place on the website, and off-page SEO which is everything that takes place off the website. In our new post, we will discuss off-page SEO and how you can start improving your profile.
What is Off-page SEO?
Among the different fields of SEO, off-page SEO is definitely the one left in the dark. For those who understand the basics of search engine optimization, they tend to only be familiar with on page tactics such as title tags and meta description which of course are all very important.
Off-page SEO strategies optimize a website from the outside. Its implementing strategies that affect a website by other channels (social media, local citations, backlinks, and more). Off-page SEO is important because Google uses these signals as a trust factor. If Google acknowledges that a website is popular among other websites, social media channels, and business directories, it’s going to trust a brand more because these channels communicate credibility.
To only optimize a website through on page tactics is leaving a great amount on the table. Here are some things you can do to avoid that.
Social Media Signals
Social media has become and still is becoming, one of the most popular channels on the internet. Almost every business today has a Facebook, LinkedIn and Twitter profile. It’s become mandatory. The conversation has shifted to ‘let’s advertise in the Yellow Pages’ to ‘let’s advertise on Facebook’. Unfortunately, many businesses still don’t effectively use social media to promote their services.
Yes, it’s important for a business to use social media, but it’s also important to use social media for SEO. Google reads social media signals to determine if a website is popular in other places on the web. A website that has an active social media following with strong engagement communicates to Google that users interact and respond to that brand, therefore their website will also be a go-to location. In addition to likes, shares, and follows, social media also provides external links to a website. The more inbound links a website is receiving from social media, the stronger the trust connection will be.
Social media buttons easily help users share content on social media from a website. Also, make sure your website has visible links to your social channels so users can navigate to those platforms and engage with your brand if they want to.
Local citations are both a Local SEO and off-page SEO tactic. Local citations contribute to a website’s Google My Business profile as Google views citations within business directories as a means of customers searching for products and services in a specific location. However, local citations can also contribute to off page SEO. The reason for this is that citations generate inbound links, similarly to social signals. These inbound links communicate trust to search engines that your brand is credible and is well-known by others.
When building local citations, there are a few things to keep in mind. First, you want to ensure the directories with which you are using to build citations are local to your area. For example, as a business located in Perth, we would use the yellowpages.com.au directory as opposed to the .com. This helps you target customers within your location and helps Google to understand exactly where your business is located. Other popular Australian directories are Pure Local, Yelp, and Hot Frog Australia.
Essentially, backlinks are inbound links that are pointing to a website from another website. The more backlinks a website acquires, the larger it’s backlink profile will be. However, quantity does not beat quality in this part of SEO, few strong backlinks will outmatch many irrelevant low-quality links. So, what’s the difference between a strong backlink and a poor backlink?
- Traffic: A strong backlink will come from a website that gets consistent traffic. Remember, a big reason why backlinks help I because of the traffic they send your way. When in the process of reeving a backlink from a website, assess their traffic.
- Check Domain Authority: Always check the DA of a website before receiving a backlink. A website with a low DA can become troublesome because you are associating your website with their lack of quality. A DA over 30 is a good place to start. Unsure of what DA is? Read this.
- Relevance: Relevance is huge, especially when receiving backlinks. Say, for example, a website that promotes motorcycle lessons is looking to grow their backlink profile. The wrong thing for them to do is go an acquire links from irrelevant sites, such as lifestyle and tech blogs. This wouldn’t make any sense because Google knows readers of a lifestyle/food blog probably wouldn’t be interested in motorcycle lessons. However, websites that sell motorcycle gear would be a great place to go because it has a relation with the same audience.
- DoFollow: There are two main types of backlinks, those which are DoFollow and those which are NoFollow. Essentially, DoFollow communicates to Google bots that value should be passed through to the website the link is pointing to. A NoFollow does not pass any value because it tells Google bots to not ‘follow’ the link, making it ineffective regarding link juice.
If you follow these three critical parts to growing a backlink profile, you should see improvements. Regarding social signals, the main goal is to provide value. Users respond to value better than anything else and that content will generate engagement. When growing a backlink profile, conduct outreach to websites similar to yours and present a proposal. Writing a blog post for them in exchange for a link is a well-known method and works well. Always ensure the backlink is relevant and has traffic, you can’t go wrong if these two are working together.