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 (unless it is the president of the United States). 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, influencer marketing, and high domain authority link building. Basically, you are seeking endorsement and popularity votes from outside websites. The more relevant, the better.
Reader engagement on social media platforms give credibility. The most influential way to use social media to help your website’s SEO is to regularly post relevant and unique content. 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.
Blogging & Vlogging
Aside from the SEO advantage, a blog or vlog (video 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.
Increased engagement and additional shares on social media platforms assist websites by reinforcing the credibility of your website domain.
When you create quality 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.
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 links placed on websites that are similar to yours regarding the information presented, or the niche market that is targeted.
An example of a link building relationship: An e-commerce store that sells running shoes and athletic gear should reach out to a local influencer who writes about healthy living. This would 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 influencer gets reciprocal links from the store’s website.
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