So you are an SEO God. You can effortlessly stream important ingredients like meta, title, keyword density, alt image naming, sitemaps, and fast load. Unless you are optimizing for a business located in the center of a very small town, you’ve been left behind. The SEO world had become too populated with SEO Jedi Masters all using the same tactics; relevant search results suffered.
Google’s challenge of showing “the most relevant results” had to evolve. Just like an HR department sorting thru a stack of “qualified” candidates, Google needed to dig deeper. Who will endorse this candidate? Enter “citations and off-site links”.
Continuing the analogy, an endorsement from the president of United States probably carries more weight than an endorsement from your neighbor. To get placed in the top 10 spots you need to focus on building endorsements (aka, off-page links) to supplement your brilliant on-page SEO techniques. This requires a more creative strategy but when done correctly can show huge results.
The majority of off-page SEO tactics involve techniques focused on social media, blogging, and link building. Basically, you are seeking endorsement and popularity votes from outside websites. The more relevant, the better.
Likes and follows on sites like Facebook, Twitter and LinkedIn, for example, give credibility.The most influential way to use social media to help your website’s SEO is to post relevant and unique content that fosters engagement with online viewers. Use this content to strategically place keywords, backlinks, and hashtags that are relevant to your business. Social media websites contain “About” sections where you describe your company. Use this space for additional link building and keyword placement.
Creating a company blog and updating it regularly is a vital part of creating an off-page SEO strategy. Aside from the SEO advantage, a blog is a resource that can lead to increased conversions. According to hubspot, B2B marketers that use blogs receive 67% more leads than those that do not. Furthermore, blogs are proven to increase visits to your website, and get more pages indexed by search engines.
Regularly updating your blog can increase engagement with customers who may share your posts across social media. Increased engagement and additional shares on social media platforms assist websites by reinforcing the credibility of your website domain. Having regularly updated blog posts also lure bots to return and crawl your website more often seeking your new content.
Another off-page SEO strategy under the topic of blogging is to find and engage with separate blogs than your own. These other blogs must be relevant to products or services that your company delivers. You can utilize the comment sections under blog posts to leave links to your website and start conversations that will engage readers who may be interested in what your company has to offer.
When you create quality blog content, share it with influential thought leaders within your niche who maintain a high domain authority. We rely on the Chrome browser extension by Moz. It is easy and immediate. Get your company’s content featured on websites with a high domain authority. It will positively effect your ranking in SERPs.
Off-page link building has strong ties with SEO blogging strategies. The more relevant links you have pointing to your website the better. The number of inbound links essentially determines the credibility that others give your website. Google places higher value on external links to your website than internal links. You want these external backlinks placed on websites that are similar to yours regarding the information presented, or the niche market that is targeted.
An idea of a link building relationship: An e-commerce store that sells running shoes and athletic gear should reach out to a local blogger who writes about healthy living. The blogger would be considered an influencer in the industry and produces content that reaches a large number of readers. The e-commerce company could persuade the blogger to review one of their products and post about it on the blog. This would also provide brand awareness in the same industry niche, and anchor texts could be used to link back to the brand’s main website. In return, the blogger gets reciprocal exposure on the company website that improves the blogger’s exposure and maybe even increase their number of followers.
Next time you conduct an SEO audit of your website make sure you take into account the importance of off-page SEO. Create a plan of action to create quality content, build relationships, and engage with fans on social media