While the on page SEO tactics are what you do on your page to influence the search engines, the OFF-page refers to various activities you do away from your website to improve your website ranking. Though, many digital marketers associate off-page with link building, it has a lot more to it.
There are several activities that do not result into a standard linking on other sites which is also part of generating referral traffic.
Your off-page optimization activities tell the search engines what others think of your website. Having several valuable links redirecting towards your web pages will assure the search engines that your content is what the users are looking for.
The objective is to create a positive reputation to your site by submitting the good quality content to other relevant websites. Explained below are some of the most important Off- page optimization strategies for the beginners.
While you are launching your website with the obvious intent to rank higher in the search results, the off-page SEO links act as the votes for our website.
You may have fresh and detailed content on your web page, but if you have failed to generate links to your website (which search engines consider important), it will not perform well in the search results.
Interconnect your internal pages through keywords to the other pages. It is not as complicated as it sounds. For example, on this page, I would like to add an important point that along with Off page SEO, On page factors, Social media optimization, etc. are equally important. Here we are interconnecting our services pages with the keywords.
This will allow the link juice to pass from one page to another. The SEO value of your website is determined by your internal pages structure.
All your internal pages should be an integral part of your website which is connected with seamless navigation.
This will motivate the users to travel from one internal page to another.
SEO is a mix of various strategies. You have to get the mix right to the rank top. The On-page strategies complement and support your Off-page efforts.
The search engines crawl through the On-page as well as off page content. So, do not neglect the on page optimization and entirely focus on page and vice versa.
Do not forget to link your internal pages with keywords and phrases that best defines those pages.
Some of the important off-page factors are
• The number of domains linking to your website
• The number of links from a particular domain to your site.
• The page ranks of the linking page
• Authority of linking domain
• Links from the homepages
• Relevancy of the link
• Link diversity
• Contextual links
• Link anchor
The off page promotional techniques involve
The search engines consider the keywords in the others content that are linking to your website as a vote of confidence. The number of such links you manage to generate, the more the search engines trust on your content and your authority on the topic.
This trust will push your search ranks higher as the search engines believe that your content is relevant to what user is looking for. If your content quality is good and your efforts are genuine, you will get the healthy backlinks from various sources.
Following are some of the link building strategies –
1. Digital PR.
2. Guest blogging
3. Content marketing campaigns
4. Generating backlinks from the webmasters
5. Info graphics and PPT presentations.
The social media channels are great tools to improve your off-page optimization capabilities. Redirect your Facebook, Twitter, LinkedIn, etc. subscribers to your website by sharing your content on the social media pages.
The demands for the infographics among the online searches have increased. So, make your content informative with the help of infographics.
Thousands of blogs are being shared on the daily bases. The websites with good authority are in great demand and the online users’ access the blogs which provide quality information.
However, a lot of these links are broken. The broken links lead to the error page which will not appeal to the users as their attention span is very less and they have several alternatives.
You can try fixing those broken links to your advantage. You can do a back link analysis and look into the broken links. You can contact the concerned author or the page and let them know that you would like to link with the broken links.
Google, in the month of April last year announced that the parties who are found guilty of unnatural linking will be penalized. If any of your efforts are found to manipulate the Google search results, then the search engine will overlook all your other links on the website.
Recovering from such penalty can be very difficult. Earlier, the search algorithm was interested in high PR sites. Now, the impact is no longer the same.
The search engines, particularly Google is growing user-centric. It is now more concerned with the user’s intent than the key phrases.
You will have to now revisit your content strategy and match with the high standards that the search engines set for you to meet.
An in-depth keyword research earlier helped you pick your topic to write about. Now the scenario has completely changed. You will have to create the content first and then carve it to your ideal online user’s intent.
Forget about having keywords in your content. Build your content to inform the online users. Quote the sources and use data in your content. Use visuals and videos if required.
Good quality content will get you more visitors.
Google ranks the websites that have more natural links over the links that seem manipulative. If you do not diversify your anchor texts, the search engine considers your links to be manipulative and declare them unnatural.
To avoid such happenstances, use diverse keyword phrases, generic terms, and brand name. Use your brand name as an anchor text to avoid the links from duplicate and unnatural sources.
Increase your search performance by networking and sharing the content of the other industry experts. Be consistent with your content and the strategies. Your ideal consumer is asking questions on the search engines and other platforms. Become the answer that your target audience is looking for and you will gradually reach to the top of the search results.