Off-Page Search Engine Optimisation (SEO)

Make sure you build up a strong reputation and system of networks

Search Engine Optimisation (SEO) is a standard online practice that your business should be participating in and includes a couple of key components that need to be covered in order for it to render benefits to get your website ranking high on Search Engine Result Pages (SERPs). One major element of search engine optimisation is off-page search SEO, which refers to SEO factors outside your website and out of your immediate control that influence your websites credibility, ranking and quality score. Off-Page Search Engine Optimisation is different from on-page Search Engine Optimisation in that it aims to increase your brand credibility, share website content and become social to increase website traffic through your visitors and online community.

You may have heard of link-building strategies and how businesses spend a lot of time on this. It is important to note that modern-day Off-Page Search Engine Optimisation is not link-building, but instead is a promotion based practice that is used to promote your website in a natural way using online platforms. Off-page search engine optimisation is one way in which search engines determine the popularity and quality of your website by looking into elements such as high-quality references (links) from other websites, social media interactions, positive online reviews, and high-quality content distribution. This is very different from link-building as the focus is on sharing quality information and receiving quality content in return – not only the number of inbound links a website has. “Off-site SEO” (also called “off-page SEO”) refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).

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Links

Links have traditionally been the primary off-site seo component that has been focussed on. Due to amount of manipulation and abuse, linking has become a lot more complicated and has become quiet an art. As with all things related to SEO, trust, authority and quality are at the core of inbound links. Just having a link to your site means nothing and may actually get you penalised. It is important to build up a network of links, but it has to be done properly.

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Reviews & Mentions

Reviews are not only extremely valuable to to a business, they are also contributors to enhanced off-site seo as they are very clear indicators of credibility. Reviews should be pursued by everyone as these build a huge amount of brand trust and credibility. This trust and credibility is what extends into the seo realm and contributes to your overall seo ranking.

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Social signals

Social media marketing is growing on a daily basis and using these channels to build and engage with your online community is a very important component in off-page SEO. References such as social media mentions, content sharing and interactions are elements that contribute to the online reputation of your website/business. By utlising the power of social media you not only gain some off-page search engine optmisation benefits, but also increase brand credibility.

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Forums & Discussions

Besides gaining valuable industry knowledge and insight, signing up for online forums and discussions can add to your off-page search engine optimisation. By finding, following and commenting on forums that are relevant to your website and business, you can help both people and search engines get to your website to see what information you have to offer. If you are creating content that is targeted and informative then visitors from forums and discussions can become content distributors by sharing your valuable information with their communities.

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Blogs & Articles

This mostly forms part of SEO optimised content, but when the distribution, sharing and interaction of high quality content takes place it contributes to off-page search engine optimisation. Compiling regular and high quality blog posts, articles and press releases allows you to share content in a credible way that encourages interaction and enhances readership. When high quality and informative content is published online outside of your website, readers feel enticed to share this with their following – increasing your brand credibility and building an off-page reputation.

WHY IS OFF-SITE SEO SO IMPORTANT TO OVERALL SEO?

SEO is an environment that sees constant change with new elements being added, some removed and the emphasis on certain elements always changing. But, considering all the change in the industry there has always been a certain level of agreement that relevance, authority and trust are still the biggest contributing factors to SEO success. As so many SEO elements can be absorbed into these 3 constants, off-site seo still pays a major role in helping establish a website’s rank and overall search performance.

As there is no way to fully understand or know the details and algorithms of what search engines like Google use to rank websites and certain content, data gathered from industry giant, MOZ, suggest that off-page seo may carry a scoring weight of more than 50%. This is a significant number considering a big portion of off-page seo activity takes place outside of your direct control. For this reason it is even more important to make sure you have all your on-page seo elements optimised and that the content you are generating is unique, stimulating and of high quality to your readers.