If you are on the expedition to learn Off-Page SEO, then you are definitely at the right place. This ultimate Off-Page SEO guide for beginners includes everything you need to know about the concerned topic.
Undoubtedly, off-page SEO plays a significant role in all your SEO efforts. To make your website rank on the very first page of Google, you will have to go further than implementing on-page SEO techniques. There are some activities that you need to perform outside your website. And such activities fall under off-page search engine optimization, which mutually helps to value your website on Google.
You have a brand new outstanding car with the most refined engine. You want it to hit the road and drive it like a ghost rider.
But then you hit the pedal, and oops, the fuel is empty. Story ends.
In this example, the engine boosters resemble the On-Page SEO of your website, and the fuel, of course, is off-page.
So, what it means is both on-page and off-page aspects are unavoidable to help your website rank higher on Google, and you can't run your website without either of them. And in this ultimate Off-Page SEO guide, you will learn all the essential aspects you should consider while performing off-page optimization of your website.
Off-Page SEO refers to steps taken and efforts implemented outside the website to improve the rankings; that is why we also call it off-site SEO. The process includes taking steps to improve the end-user perception of the website and its popularity and trying to improve the trustworthiness of the website.
When we talk about Off-Page SEO, it often correlates with link building, but there are far more practices that you can implement if you want to enjoy a competitive advantage.
Off-Page SEO includes link building, content marketing, brand building, social media, etc.
However, you must note that off-page SEO solely can not help your website rank. You will have to combine off-page SEO with on-page and technical SEO to succeed.
Off-Page SEO adds value to the credibility of your website. When more reputed brands in your industry mention your page in their content, it can exceptionally improve your website's authority and increase your brand's popularity.
Off-Page SEO matters because a website lacking citations from other websites resembles a site not worth crawling and indexing.
Because off-page SEO ranking factors, like links, help to measure how important a website is, and not getting any links from other websites may well contribute to stagnant search traffic.
As discussed above, it is more like a car with no fuel.
The most accurate description of why off-page SEO is important is that it provides forward momentum to a website by helping it to rank higher for more keywords.
Let us look at the importance of Off-Page SEO through the lens of Google.
Google has a PageRank system that prioritizes pages with incoming links(backlinks). And the same system also looks into the pages that use the link.
Today, this metric is no longer visible to users. And Google removed it from Google Search Console almost more than a decade ago. But PageRank still works behind Google's ranking algorithms, as Gay Illyes of Google mentioned in his 2017-tweet.
And it means that backlinks form a significant part of your page's ranking.
Search Evaluator Guidelines by Google reveal a lot about reputation research.
Google says, "Use reputation research to find out what real users and experts think about a website. Look for reviews, references, recommendations by experts, news articles, and other credible information created/written by individuals about the website.
User reviews are often valuable sources of a reputation for websites that offer products or services. You may consider many detailed, trustworthy, positive user reviews as evidence of a positive reputation."
It clearly indicates that the Google search engine considers external perception to evaluate rankings.
Web pages with higher rankings on Google are more likely to get backlinks. It is said that pages at the first position get "followed backlinks" at a pace of between +5% and +14.5% per month."
And if your page constantly ranks on the first page, you will also gain more social mentions.
There are two types of backlinks in SEO:
A do-follow link helps in search engine optimization by passing the authority from the originating website to the destination website. The passing of authority from one site to another is referred to as link juice, which is highly beneficial for the website acquiring it.
Link juice helps in improving the authority and trustworthiness of the website and also improves the keyword rankings. By default, backlinks are do-follow in nature.
A no follow link does not pass authority to the website it is linking to. If considered in terms of SEO, Nofollow links are not advantageous. To make a link nofollow, you can add rel= "nofollow" to the code when you link to a website.
For some links on your website, you need to tell Google about your relationship with the webpage you're linking to. You can do it by using one of the "rel" attribute values in your URL code.
You can use the rel=sponsored attribute for paid link placements and advertisements.
The rel=ugc tag is generally used for content generated on forum posts and comments.
Link building is considered the heart of off-page SEO. Search engines generally use backlinks as indications of the linked-to content's quality. Hence, a website that has many high-value backlinks will rank higher than another equal website with fewer backlinks.
There are three main types of backlinks mentioned below based on how they were earned:
Natural links refer to such links that are editorially given without any action taken on behalf of the page owner. For example, when a food blogger adds a link to a post that points toward their favorite product is a natural link.
These links are acquired using on-purpose performed link-building activities. It includes things like asking influencers to share your content or getting customers to link to your website.
Self-created links are those created by practices such as adding a backlink in a forum, online directory, press release or blog comment signature with optimized anchor text. Some practices related to self-created links tend towards black-hat SEO and are not liked by search engines, so you have to be careful here.
Regardless of how links were obtained, the links that offer the most significant contribution to search engine optimization efforts are generally those that pass the most link equity. There are several signals that positively contribute to the equity passed, such as:
Internal links refer to those links that redirect you to another webpage on the same domain. These links on your website help users to stay longer and spend more time on your website.
External links, also known as outbound links, are such links that take you to another domain from one. External links are added to the webpage content to explain further a topic covered on the page.
These links play a significant role in achieving search engine rankings and can't be unfairly controlled.
External links usually pass link juice from one website to another. Getting backlinks from high-authority websites to a web page can help Google and other search engines identify the content's worth. Thus, adding links helps low-authority websites to move up in the search engine results.
While link building is significant for Off-Page SEO, there are many other practices and strategies that you can use outside your website to boost its rankings.
Such activities include guest blogging, social media marketing, content marketing, unlinked brand mentions, etc. These activities help to create references from your website from reputed sources on the web.
When we talk about local off-page SEO, worth-of-mouth marketing is considered equivalent to non-link-related off-page SEO.
If we talk about per Google search engine, it doesn't mention any metric corresponding to authority.
But as per some SEO professionals and experts, backlinks can help to build authority. However, backlinks are one of the most important indicators that show Google and other search engines that your content and website are trustworthy.
Additionally, backlinks from high-authority websites show that your content is share-worthy and authoritative. Even though from the perspective of Google's SEO, there is no automatic or direct relation between authority and backlinks, lots of important research show they help build authority over time.
When you want to build your domain authority, having relevant, helpful, and informative content on your website is a solid strategy.
But you can also do other things to give your website an extra edge, including using backlinks.
As mentioned above, when other websites link to your website, it is referred to as a backlink. Backlinks generally act as referrals from other websites that pass link juice, using them to prove your domain authority.
Essentially, backlinks build authority.
If you have already done the on-page search engine optimization of your website and getting started with Off-Page SEO, then the most popular off-page SEO techniques can help you at their best. Let's dive into the guide.
Link building is evidently the backbone of any off-page SEO strategy. The main aim of link building must be to earn links from high authority and reputed websites, while the focus should be on quality over quantity.
You should analyze the link gap between your and your competitor's websites. However, you must note that getting links from high-authority websites is more challenging than it seems.
Below are the three primary factors you must keep in mind for quality link building:
Getting backlinks from authoritative websites is advantageous as they help you to earn trust and reputation.
If you want to check the authority of any website, use the Moz tool to find the domain authority.
The domain authority score grades the website's overall quality and tells how effective and impactful a backlink from a website can be.
If you want to check your current links, use the Backlinks Analytics tool in Semrush. And to check their authority score, you may download the MozBar extension or the MozBar tool itself.
Having a higher authority score means the higher authority of the link. The goal should be to earn links from websites with high authority scores.
Another critical point to be considered for link-building success is the number of linking root domains pointing to your website.
The correlation between the number of linking domains and higher ranking is clear in SEO. Top-ranking pages have more referring domains than the pages with lower ranks.
Your off-page SEO aim should be to earn links from websites that are topically relevant to your own.
Let us understand with an example if there are two fully optimized websites, one with 100 backlinks from irrelevant websites and the other with 50 backlinks from relevant websites. The website with relevant backlinks is likely to get better rankings than those with irrelevant ones.
Even if you need help getting links from the exact same niche, try to get links from niches closely related to your business.
While creating SEO and Off-Page SEO strategy, you should include brand building. So, let us now discuss how you can include brand building in your SEO strategy and what the metrics are to measure its success.
The increase in brand searches is the strongest indicator that you are building your brand. The branded searches can include your brand name, products, services, or domain.
You may check your brand searches and the changes over time by using the Keyword Overview Tool in Semrush. Enter your brand name and check the "trends" box to see how the search volume has changed over the past month.
Brand SERPs are those search results that come up when someone searches for your brand name. And brand SERPs is another reason why it is significant to focus on brand-building activities.
Performing brand-building activities can help you boost your credibility, which is why it also helps complete your Off-Page SEO goals.
When you ace up your brand-building game, it will get easier for you to earn backlinks and mentions naturally across the web.
When the word content marketing comes up, it is usually assumed that it's all about creating and publishing content.
But if looked at the broader picture, it tells that content marketing involves both on-page and off-page SEO.
When you publish content anywhere on the web, it is referred to as content marketing. Some examples of content marketing are writing a guest post for a website or publishing an article that gets linked to a high authority website.
Content marketing is about publishing engaging and valuable content that others will want to share or link to.
Therefore, content marketing is closely related to PR, link building, brand reputation, and social media.
Previously, PR and SEO were two utterly different marketing branches. However, in recent times, these marketing branches have blurred the separating line and come together.
Digital PR is the advanced link-building technique that many SEO experts prefer these days. You can use digital PR to promote your linkable assets and earn a good amount of quality backlinks through them.
PR helps your off-page SEO more than just creating backlinks. An excellent PR campaign can also help you by putting your business at the forefront of your target audience, increasing brand awareness, driving referral traffic to your website, and positioning you as a thought leader in the industry.
While Local SEO itself is a branch of Search Engine Optimisation, it also helps off-page SEO in two ways: through Google Business Profile and Citations.
Google Business Profile(GBP) plays a significant role for any local business that wants to boost its online presence.
When 46% of total searches are local, it is evident that if your business doesn't show up in local Google Business Profile results, your competitors are at an advantage.
GBP is not your website, but it is extremely important if you want to rank for the local pack and must be addressed.
A citation refers to the mention of your business on the web along with its NAP. If you are looking to rank your business in SERPs and local map packs, the key to citations is NAP consistency.
NAP consistency is necessary for your business to appear trustworthy due to differences in the business name, address, or phone number.
Social media is crucial in how users connect and interact with businesses.
Nowadays, social media platforms are used as search engines to help businesses connect with businesses and vice versa.
Even though social sharing is not directly a ranking factor, it can still help you reach potential clients who are looking for the answers to specific queries related to your business or to connect with the right brands as per their requirements.
Moreover, social media is an excellent mode of communication for your business. If your customers want to ask questions, raise a query, or make a complaint, they will connect with you on social media first.
Your business needs to stay active on social media so that your existing and potential customers can reach you during their buyer journey.
It might come as a surprise for you to use forums as a part of your off-page strategy. Since most people in the SEO community misused UGC platforms such as forums and comment sections, the attention from such platforms has moved away entirely.
But, forums can really ace up your game when they are a part of a wider marketing strategy. You may consider forums as ways to involve in conversations that are related to your expertise.
There are very limited platforms that let you answer user queries as detailed as forums. Forums like Reddit and Quora are an excellent way to impart your knowledge about a topic and build trust and relationships with potential customers.
If you maintain consistency, you can build a strong community of followers on forums since you can not expect many of your competitors to be there.
Influencer marketing has become extremely popular for the last few years now. It basically started with influencers doing sponsored posts on Facebook and Instagram, but now it has extended to other platforms like Tiktok, YouTube and more.
Influencer marketing is indeed an excellent way to reach potential customers and create brand awareness by enhancing your content.
One of the ways through which you can carry out influencer marketing is through blogger outreach.
At first, it might take time to create a list of top bloggers related to your niche, but with effort and consistency, you can get in touch with them and maintain healthy relationships.
And when it's time to promote your goods and services, you may ask these bloggers to endorse them or review them on their social media platforms or websites.
It will then help you to create a buzz around your product and bring potential and targeted traffic to your website or the product page.
Events are generally making a comeback with marketing strategies and can contribute to your off-page SEO.
You can organize online events such as virtual summits and webinars to boost your brand name and it can go a long way.
They are not only beneficial to connect with the audience but are also useful in creating a buzz about your brand.
They are also effective if you are looking to benefit from PR coverage.
Guest posting if utilized in the right way can bring way more than just backlinks to your website.
Guest posting is one of the most common link-building practices since it can fetch you effectively and quality backlinks.
The main objective of guest posting for you should be attracting new customers, building your brand, and growing brand awareness. You may look for a reliable guest posting platform and take your business to another level.
93% of people rely on online reviews to create their buying decisions. But reviews are still underrated when it comes to off-page SEO tactics that can count for a business.
Reviews are one of the best things for online reputation management. Google uses reviews to derive brand signals and it also influences your ranking in search results.
When you receive reviews on your page or third-party platforms, positive reviews can build trust in your audience and boost conversions.
Backlinks are significantly important to rank your website on SERPs. But, we can not entirely discuss backlinks without mentioning unnatural links and Google penalties.
If you ask bloggers about the biggest factor that impacts search rankings, many of them will answer the same - backlinks.
However, links from high-authority websites no longer hold much importance to Google. Because Google has now shifted its focus to valuable content, user search intent, and user optimization. The focus is more on the search intent of the user than the search term or phrases being used.
You will surely want to avoid Google's penalty as much as you can because it can be quite challenging to recover from it. You will be required to perform a complete backlink analysis to help you determine good or bad backlinks present on your website.
There are certain things you can do to make sure that your website is not penalized by the search engine giant.
Do you put your users first while you create and optimize the content on your website?
To put this practice into use, stop using keywords repeatedly multiple times within your articles for the sake of ranking. It usually breaks the natural flow of your content and makes it less trustworthy.
Users do not prefer and like to be sold, so make sure you create valuable content by integrating well-researched data into your articles and blog posts.
Once you have thoroughly analyzed your backlink profile and checked where these links are coming from, you need to diversify your anchor texts.
Diversifying anchor texts refers to using variations of keyword phrases, brand names, and terms that let Google view your links as natural.
When you work on diversifying your anchor texts, your topmost priority should be relevance. Google will analyze how your anchor text is relevant and consistent with the overall content topic.
Since it is impossible to control where you get backlinks from, you may use your brand name in the anchor text more often.
Finally, you should aim to get backlinks from high-authority websites, disavow low-quality backlinks from thin pages, and balance no-follow links to make your content more natural, and earn more brand mentions.
Hope this complete off-page SEO guide for beginners in India has provided you with all the answers you were looking for. As mentioned in the guide, off-page SEO is very effective in boosting the rankings of your website.
So, what are you waiting for? If you want to start a full-fledged SEO career, you must learn off-page SEO, and for this, you can opt for the best SEO course in India, provided by the Haryana School Of Digital Marketing.
We hope that you have found this article valuable. You may comment below if you have any doubts or reviews about the article. We will be more than happy to respond.