Off-page SEO refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERP). Along with on-page SEO, these include several of the factors of basic SEO that help a site to rank.
Off-page SEO techniques are crucial for improving the trustworthiness and visibility of your site. Here are five steps to strengthen your off-page SEO, and to increase your domain authority.
Off-page SEO refers to all the activity that takes place away from your website, which determines where you rank within the search engine results pages (SERPs). Optimising for off-site SEO ranking factors is crucial for improving the relevance, trustworthiness and authority of your website. This is mirrored in Google’s algorithm factors, with off-page SEO contributing to over 50% of the ranking factors. Having a strong off-page SEO strategy can be the difference between where you and your competitors feature within the SERPs.
Improving your off-page SEO performance will directly correlate with your Domain Authority score. Your site’s DA is a ranking score that determines the ability of your site to rank within the SERPs. This score is from 1-to 100 which is based upon numerous factors including linking root domains, and the number of total links. The DA of your site is not a metric used by Google in determining where you rank but is a good indicator of how well your site is performing from an off-site SEO perspective.
Here are five off-site SEO techniques that you can follow to ensure your website has the best opportunity to improve its domain authority, and ultimately rank higher within the SERPs.
Creating backlinks is at the core of off-site SEO and is a technique that is crucial for any site with the aspiration of ranking on page one. Backlinks are the number one ranking factor when Google determines where your site ranks. Google will more likely rank a site higher than another if one domain has more backlinks. Furthermore, Google also takes into account the quality of this link, a site with a higher domain that links to you are much more effective than a link from a site with a low DA. Nevertheless, Google’s algorithm does take into consideration the relevancy of the link to your domain.
There are two types of links that can be created to boost your off-page SEO performance:
Creating authoritative and relevant backlinks in line with the guidance provided by major search engines like Google should be at the forefront of any digital strategy. Links will bring referral traffic to your site, and Google will view your site as a trustworthy, reliable source of data. Yet building links is hard work and requires a long-term strategic approach but if done correctly, the average ranking position of your website in search results is likely to improve significantly.
Providing third-party websites with guest content is another effective online marketing technique that can also yield off-site SEO benefits. This could be a thought-leadership piece through to ‘how-to video content, something that will capture the attention of their readers. You should look to reach out to third-party websites whose target audience is similar to your own, such as niche online trade publications. This way you will be increasing exposure and brand awareness amongst potential customers and heighten the chance of driving referral traffic from that website. Of course, you will also benefit from a valuable backlink. Nurturing online relationships through providing insightful content can be a fundamental source of qualified traffic and leads.
Remember, placing content on a website with a strong DA, requires you to provide them with content or data which is totally unique, and is likely to be in high demand from their audience.
Always remember to be strategic with sites that you target in order to place guest content, and ensure that you are reaching out to sites that are trustworthy, and relevant to your own target audience.
A forum posting site is an online discussion board that allows users to have meaningful conversations in the form of a posted message. When carried out correctly, forum posting can bring multiple benefits to your business:
Forum posting requires a long-term approach to build a trustworthy reputation amongst other members of the forum. Identifying forums with a ready-made community, who are discussing a service which you offer. This is a great way of engaging with existing or potential customers online.
Identify forums threads on topics relevant to your business that you can add value to, such as expert knowledge on a specific topic to help answer a user’s question. Where appropriate, there may also be the opportunity to add a link back to your website as part of a forum discussion. However, always ensure that this activity is carried out sparingly, and a backlink to your website is only ever posted if it is highly relevant to the conversation, and genuinely helps to answer another user’s question.
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