Off-site SEO is all the action your website gets on places other than your website. It’s basically a way of external sources saying that they have “verified” the quality of content on your website. Content writing services in India claim that SEO should actually be the heart and soul of all the marketing efforts of online businesses, and not just small businesses or startups.
Dr. Pete Meyers from Moz has observed that a lot of website owners spend 30% of their time fixing their off-site SEO. Which is important, considering your off-site fame is what drives more customers and Google, for that matter, towards the target, your website.
Well, naturally, if a lot of people are linking back to your website, for the crawlers, it means that you have great content and that’s how your off-site SEO game wins you rankings.
Also, another Moz study from their Search Engine Ranking Factors reveals that off-site optimization of website holds “50% of the ranking factor weight”.
SEO services in India say that just keyword-optimising your home and about pages is just half the work done. The rest half is gaining credibility and earning trustworthiness by reaching out external sources.
So how do you do that? How do you gain the trust of millions of internet users and most importantly, beat the algorithms of SERPs?
Well, here is your comprehensive guide to 15 things you need to do to help your off-site SEO.
- Links and Backlinks:
Ask anyone what they know about off-site SEO and they’ll sing the backlinking songs in the blink of an eye. Backlinking is the practice of adding links to your website on external websites, pages, forums, etc. So basically by adding your website links to other pages, you are bringing user “back” to your page by making them follow through the links on that page.
Backlinking is the soul of off-site SEO.
Reach out to other bloggers and website owners for a shoutout. You can ask them to link to content on your page that you think will bring value to customers or your website itself if your services and/or products fit the niche.
- High Authority Linking:
High ranking SERP pages hold more “authority” or “value” as compared to those ranking low. So naturally, backlinks on high authority pages will hold more value as compared to those featured on pages ranking below.
Google confirmed that its crawlers consider high authority backlinks to hold more value.
Then again, as valuable as it is, it may seem a tad too difficult to get featured on high authority pages for some.
- Anchor Text:
Anchor text is the text that hyperlinks to your backlink. It is the clickable text that describes what the target link leads to.
For best SEO practices, refrain from using generic anchor text. Make it specific and even better if you include a keyword in it.
For naturally built links, it is a little out of your control to decide the anchor text, but nonetheless, links with relevant anchor texts hold more value than those without.
- Natural Link Building:
Like the name suggests, these backlinks are naturally built.
In other words, your content resonated with someone else’s interests and they gave you a shoutout without you having to request one. Natural link building stems from the shares that blog posts, infographics, videos, etc get on external blogs.
Natural backlinks are powerful, reliable and validate the content on your website the most. Google crawlers view them as the most definitive way of improving your rankings.
- Social Media Marketing:
Just because you are social media active doesn’t necessarily mean you’re automatically driving crawlers to your website. Your social media strategy is very important while building a brand which, eventually, will drive traffic to your landing pages.
Engage with your audience as much as you can. Include polls, Q&A and webinars on your stories. Prioritize your audience, focus on what content resonates with them the most and generate more around that.
Let your microblogs drive your social media traffic towards your website where you can have full-length blog posts. Your social media branding fuels your website engagement.
- Guest Blogging:
Guest blogging is your tickets of backlinking directly to your website with relevant SEO anchor texts.
While it is probably one of the most successful and oldest methods of driving organic traffic, it is also the most tedious.
Start by looking for websites with an audience and niche significant to your brand. Then go through their blog and brainstorm ways through which you can contribute to it. Guest blogging requests see a higher success rate if you pitch with multiple blog ideas rather than just one. If you get approved, you have the authority to add backlinks on your guest post to your website.
- Brand Mentions:
Brand mentions can be linked or unlinked. Brand mentions are when someone refers to you on their content. It is up to them whether the include target links to your name or not.
Although, linked brand mentions hold more power, unlinked brand mentions increase awareness about your brand.
If you find an unlinked brand mention about yourself, you can request the author to include a relevant backlink to your website on the same.
- Influencer Marketing:
This is heavy social media marketing. Influencer marketing has been gaining a lot of traction ever since social media went viral, specifically, YouTube and Instagram.
Influencer marketing is now being included as a form of genuine paid marketing tactic.
Look for influencers killing in your niche and reach out to them. For a few freebies or discount coupons, you can ask them to give your brand a shoutout on their social media handles. It works even better if you target influencer with a few hundred thousand followers. They’re more likely to respond to your requests than those with millions.
- Relevant Backlinking:
There has been enough discussion as to which is more important – backlinks from website with low content relevance but high authority or backlinks from websites with high content relevance but low authority.
Think about it. You may get featured in a high authority website but the chances of the audience resonating with your product are low. You get the publicity, sure, but that publicity is not get converted. On the other hand, on getting featured in a low ranking website, you get your targeted audience but the conversion numbers will still be low.
In the end, it’s a choice that you need to make. Whether you want to choose a wider target audience with low success rates or vice versa.
The best marketing strategy of all time – word of mouth. This is how small businesses build strong footholds in their territories.
Connect with your friends and family members for a little publicity for your brand. Word of mouth is one of the biggest off-site SEO tactics and it has been in action since even before the internet existed. And now mix that with everyone’s addiction with the internet, it holds even more power now.
- Reviews and Testimonials:
92% of customers ask for reviews before buying a product and 72% believe that positive reviews make them trust a brand more.
Those are big numbers. And if you’re looking to expand your reach, testimonials and reviews are the way to go. As much as word of mouth works, positive product reviews have higher success rates with lead conversion.
Connect with your most loyal customers and request them to leave you positive reviews on public forums. And not to forget to link those reviews with your website.
Citation is a local SEO tactic. These are the online references of your business consisting of your NAP – name, address and phone numbers.
Having citations helps Google spiders validate your business. Citations work because they don’t directly need to be backlinked to your website.
That’s probably one of the biggest advantages of having business citations. But one thing to be taken care of is that for Google to validate your business, your NAP on your website and citation must be a match.
“Dofollow” and “nofollow” are HTML commands used by, usually, high authority websites while backlinking third-party businesses. These commands tell Google crawlers if the party backlinking an external website completely verifies it or not.
So, in conclusion, you want people backlinking you to give you a “dofollow”. By default, all links are “dofollow” unless manually changed.
Google crawlers follow “dofollow” links. So it’s better to have your backlink linked to one.
- Quality vs Quantity:
During the early internet days, excessive advertisement helped gain traction.
But ever since blackhat SEO tactics got, well, blacklisted from Google spider lists, SEO games have become much more organized and stringent. If a spider detects too many irregularly placed backlinks to your website, it will automatically consider it to be black hat and your SEO won’t hold any value.
So be careful while organising your website pages and to only follow white hat SEO techniques.
- Distribute Valuable Content:
Be generous with valuable content. Distribute it openly, without any boundaries.
This works especially when users visit a website that seems to provide valuable content but on clicking on a link, you find most of the content to be paid or behind some other marketing bars.
As generous as you are with your content, the more people will connect with it and share amongst their social groups. This will not only give you a wider audience reach but also give you a loyal following.
Who knows, this might even lead to high authority backlinks. But in the beginning, it is all about providing value.
So, there were a few tips on how you can increase user engagement on your website through off-site SEO.
In conclusion, it is all about providing as much value as you can to your customers that they feel pleased to share your content amongst their family, friends and their friends. The more the number of shares, the wider your audience reach.
The more a content resonates with the audience, the more it gets “viral”. Getting a piece of content is “viral” is about providing value and being generous with it.
The popularity of your content holds a high chance of getting you a feature (and a backlink) in a high authority website. Even better if that high authority link reaches to people relevant to you.
On the side, connect with your social media audience and in the world of Instagram, influencers are your best chance of gaining traction.
The more you connect, the more people know about you.
The more they know about you, the more they trust your brand.
And that’s just how you build yourself long-lasting relationships with your customers.