Off-site SEO or off-page SEO are the activities done outside of your website in order to affect the rankings found in search engine results pages. Its goal is to enhance user and search engine perception when it comes to authority, trustworthiness, relevance, and popularity.
Off-page SEO is done by using other reputable areas on the Internet, be it people, site, or other pages, which promotes your website. When other sources vouch for your content, your rank will see an improvement.
Why Off-Site SEO Matters
Over the years, ranking factors and search algorithms have changed vastly, but a thing that remains constant is that a site should be trustworthy, relevant, and has authority over a certain niche. This is what off-site SEO is for.
Nobody knows the full extent of Google’s algorithm in terms of ranking data, but experts believe that off-page SEO affects more than 50% of the ranking factor weight.
The heart of off-page SEO, essentially, is building backlinks. Google uses backlinks to gauge the quality of a site’s content, so having quality backlinks means you’ll rank better than the competition who has fewer backlinks.
Links are categorized into three types: self-created links, manually built links, and natural links. They are defined by how they were earned.
- Self-created links are those added in press releases, blog comment signatures, forums, or online directories, which come with an optimized anchor text.
- Manually built links are the ones your site gets by deliberately “asking” users to share your content or ask your customers to link to your website.
- Natural links are acquired without the effort of the page owner. A web user may like a content of yours and decides to use it on a blog post.
Other Off-Site SEO Practices
Earning links from external sources is the essence of off-page SEO, but there are other activities outside of your own website that could impact your ranking on SERPs, such as influencer marketing, linked and unlinked brand mentions, guest blogging, and social media marketing.
Off-page SEO practices are reliant on human behavior, which is why your content should be worth sharing or referencing. For this reason, it applies to both local and organic SEO. It’s very much the same with brick-and-mortar businesses wherein high quality products are the ones that often get talked about and thus acquire referrals from current buyers — this is exactly the online counterpart of off-page SEO.
Applying Off-Page SEO
Off-site SEO, simply, is improving a site’s quality from a user standpoint and for search engines as well. This will take place upon getting backlinks from trustworthy and reputable sites, if other sources mention your brand, and share your content.