What is Off-Site SEO?
Off-site SEO (aka off-page SEO) is a digital marketing technique that is used to improve the ranking of your web pages on SERPs (search engine result pages).
When you are trying to improve how your website ranks within SERPs for its various keywords and topics, there are several different variables that you should consider.
These variable include:
- The relevance of your site to the keyword.
- Your website’s ‘popularity’ amongst its clients and industry.
- The trustworthiness of the information on the site.
- Whether your website is an authority for information within its industry.
These variables can be changed and improved through off-page SEO by using other authoritative properties on the internet (web pages, websites, other people, etc.) to point trust signals (links) towards your own website.
These links from other authority properties indicate to Google that your website has quality content, and is useful to have in its results pages for the keywords on your website. To see more about keywords, check out our page on on-site SEO.
In Other Words…
Try to think of Google’s search results as a popularity contest.
I’ll give you two examples. Try to figure out which website will rank higher.
- Imagine there are two websites that have equally great content and information. Website number one has 100 other awesome websites linking (giving trust signals) to it. Website number two only has 15 other awesome websites linking to it.Which site will rank higher?Google will rank website number one over website number two because it has more links and trust signals going to it even though they both are equal in all other aspects
- Imagine there are two websites about plumbing that have equally great content and information. Website number one has 100 other websites linking to it, however, the websites that are linking to it have nothing to do with plumbing. Website number two only has 50 websites linking to it, however, all 50 of those websites are plumbing related.Which site will rank higher?Google will rank website number two over website number one because the quality and relevance of the links going to website number two are relevant to its keywords.
You can see from these examples that Google treats rankings similar to a popularity contest, but can also differentiate the difference between numbers, and relevance. Google holds relevance in high regard, and can easily see through a bunch of spam links.
Off-Site SEO and Backlinks
At the very core of off-site SEO, there lives the wonderful world of backlinks (links). Search Engines, like Google, value links because links can be strong indicators of what a web page is about.
If there is a webpage that is receiving a bunch of links about dog treats, chances are the web page receiving the links is about dog treats.
Google bunches the different types of backlinks into three different categories. These categories are based on how the links were attained.
- Self-Created Links. These are links that have been created when a company intentionally puts their information into an online directory, a blog comment, a post within a forum, or in a press release. This tactic can be considered black-hat SEO and can sometimes be penalised by search engines, so be careful.
- Natural Links. These are the types of links that you want to get. These are links that have been placed on someone else’s website without any action by you. An example of a natural link is a car enthusiast adding a link about an auto paint shop to their blog because they really like the quality of service/product.
- Manually-Built Links. These links usually come from when a website owner asks their customers to put a link on their website, or contacting a social media influencer and paying them to advertise your content.
No matter which type of link is pointing to your website, the links that make the biggest difference to your off-page SEO are the links that pass the highest metrics along with them.
The variables that can effect metrics which are passed through a link include:
- How many outbound links on the linking page (the less the better).
- The PA (page authority) and DA (domain authority) of the linking page.
- The original website’s popularity.
- How new the link is.
- How new the linking page is.
- The TF (trust flow) of the linking site.
- The anchor text that is being used to link to your site.
More Off-Page SEO
Backlinks, without a doubt, make up the majority of off-page SEO but they are not the only thing that affects your web page rankings. There are other parts of off-site SEO can give you a boost in the SERPs, such as:
- Having guest blogs on other people’s websites
- Marking via social media (facebook ads, etc)
- Using social media influencers
The whole point of using these types of marketing strategies is not just to get a backlink, but to generate conversation about your website. Whether you get a link or not, you want to place your website in front of the eyes of your target market. After all, SEO is simply a strategy within the umbrella of digital marketing.
If you’re new to SEO and want to learn more be sure to check out our blog page on what is SEO.
If you’re ready to move forward and get your site ranking, visit our homepage at https://marathonseoservices.com.au