Digital Marketing

What is off-page Search Engine Optimisation?

Adam Meikle | October 24 2017

What is off-page SEO or off-page Search Engine Optimisation?

Off-page SEO, according to MOZ, refers to actions that occur outside of the context of your own website. These actions impact your search engine rankings within SERPS (search engine results pages). This type of search engine optimisation helps to improve both search engine and user perceptions of your website’s popularity, relevance to search queries, overall trustworthiness as a source of information and your authority within your area of expertise. Off-page SEO differs from on-page SEO which focuses on all on-page SEO elements such as metadata, internal linking and optimising the actual content on your website.

The off-page element of SEO occurs when reputable websites and internet sources (pages, businesses, people and more) link to or promote your website in some capacity. Linking back to your website is seen by search engines as a signal of quality, trust and relevancy for the content linked to, which helps your website gain both domain authority and far more visibility on search engines. In essence, off-page SEO is the authority of your website and its popularity on search engines.

Link building and off-page ranking factors

Off-page SEO helps your website’s ability to rank in search engine results. Link-building is the basis of off-page SEO involving a process of building backlinks to your website from pages and sources with major authority. Backlink building or link building is one of the most notable off-page SEO approaches where you build external links to your website to boost its search engine rankings.

The aim is to acquire as many backlinks as possible to outmatch your competitors. The basic idea is the more backlinks you have the higher your search engine authority will be. Some of the most common methods include creating external links in:

  • Blog directories

  • Forum signatures

  • Links in comments

  • Article directories and content directories

  • Link exchanges schemes where you interact with other webmasters to exchange links and effectively link back to one other for the purposes of SEO.

However, the best quality links are natural and occur when content creators or page owners share content such as blog posts that link back to your website naturally, without any action from your side. Remember with link building, it is not only the number of inbound links you acquire to your website but also the quality of these links and much more.

Always consider the popularity of the website that links to you and how related the topic they are linking to you with is. Many people forget the importance of anchor text (the text selection that appears hyperlinked on the linking site). The anchor text needs to contain the focus keyword you wish to rank for. Also, think about the linking website’s trustworthiness and their overall authority in search engine results. These are all important off-page ranking factors.

Alternative off-page SEO methods

Earning and building external links may be the bread and butter of off-page SEO, but there are alternative ways to improve your off-site SEO ranking. These methods include:

  • Social media marketing and bookmarking – Links are built by engaging others on social media platforms. You can receive brand mentions, both linked and non-linked. You can also promote your website on popular websites like Reddit, ScoopIt, Digg, etc. These websites are constantly updated and have high search engine value.

  • Guest blogging – Publishing your high-quality and relevant content on other authoritative websites naturally leads to more external traffic.

  • Online PR – Do not forget the importance of your company’s online PR activities and distributing your press releases to authoritative online news outlets, websites and networks. These efforts will be able to give you an external link back to your website.

So, what are you waiting for? With off-page SEO, you will see your search engine rankings getting higher, your brand receiving more online exposure and your organic website traffic increased dramatically.

However, if you are finding this far too technical for your liking, you can always contact us or check our Digital Marketing 101 Whitepaper below for more in-depth insights.

Marketing automation infographic

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