Off Page Optimisation - Love it or hate it you are not going to get your website ranked without it. This two part beginners guide goes through the basics so that you are "full bottle" on what needs to be done.
This post, the latest in our SEO basics series is part one of the fundamentals of of-page optimisation. If you have followed our previous post on how to implement the correct on page optimisation, you are now ready to take the next step and start getting some visitors to your website.
What Is Off-Page SEO
Off page (also known as off site) SEO is anything that is not on your actual website but has either a direct or indirect influence on either your search rankings or your position and authority in the eyes of the customer.
It is conducted to ensure that we are getting the maximum benefit from our on page SEO efforts. It is important to understand that both on and off page SEO are completely dependent on one another.
Without the correct on page factors all of your offsite work will be wasted. On the flipside no matter how good your on page factors are, in the absence of any off page elements your website is just not going to rank and get visitors.
So Why Does This Matter To Me?
Websites live in cyberspace, unlike a traditional bricks and mortar business there is no passing traffic, nobody is going to just “drive past” or find your website without some form of link, article or recommendation (all off page factors) to do so.
It is a common misconception with business owners that if they get an “online presence” in the form of a website, then people are going to automatically find that website and start purchasing their products and services.
No matter how good your website is, no matter how well you have done your on page SEO, if you don’t take steps to drive people to the website (either directly or in the form of search engine rankings) nobody is going to be able to find you.
That’s where off page SEO comes in.
What Are The Benefits?
Off-Page SEO serves two purposes. It gets visitors directly to your website, either by following a link or looking up your website up after consuming an informative piece of content. That content can be in the form of text, audio, video, graphics or a combination.
The correct use of links also raises the authority of your business and helps position you as an industry leader and subject matter expert which can cause a rise in the search engine results and brings more visitors to your website.
Link Building And On Page SEO
The goals of the search engines and your customer are aligned. The search engines want to present the most authoritative and relevant answer to a search query which is exactly what the searcher is looking for.
Whilst at times complicated and highly technical, the search engine algorithm is primarily a link based algorithm and as such the majority of off page SEO consists of authoritative high quality link building.
Search engines look at links as a “vote of confidence” in the website that they are pointing to and with all other things being equal the website with the most high quality and authoritative links, (note I did not say the most links) will out rank the other website.
Whilst there are many types of back links, they can all be broken down into three basic categories.
Regardless of how you obtained the links, the ones that will be of most benefit to your SEO are links that pass on the most trust and authority to your website. Some factors that influence the trust and authority of a link include:
A great resource to ascertain the authority of a page or a domain that is a potential link source is SEO Moz’s Open Site Explorer. Where as if you are looking to evaluate the link profile of a website you can use Majestic SEO.
Another benefit of off page SEO that is often overlooked is that it creates increased brand awareness and if your website is being mentioned and seen across the Internet it also helps position you as a subject matter expert and industry authority.
If you were to place yourself in the shoes of a potential customer, it is highly unlikely that someone will wake up and say to themselves I really hope that I can buy something today from somebody that I have never heard of before.By carrying out the correct off page SEO potential customers will get to see your message beforehand and as a result they will get to know, like and trust you.
So that when it comes time for the purchase you are at the forefront of their mind and will be the logical choice to complete the transaction.
So that is all I have for part one. In part two I will be going through strategies that you can implement to carry out your on page optimisation.
If you are the sort of person who understands the importance of off page SEO but doesn't’ have the time to do it yourself
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Hi, Shane Walker here and in this training I am going to be going through part two in our SEO Basics training on Off page Optimisation.
Now this video is a follow on from part one so if you haven’t seen that yet I suggest once you have watched this that you go back and watch that training as well.
Now this training, like everything else we do at Rapid SEO Expert is designed to get you found online and then use advanced marketing automation to turbo charge your sales and keep them coming back for more.
So what we are going to cover today is strategies that you can use with your off page optimisation.
Whilst there are many ways that you can conduct your off page SEO here are some of the most common strategies:
Strategy one - Understand where your target audience hangs out and actively participate in the conversation.
One of the golden rules of marketing is to take yourself to your customers rather than waiting for your customers to come to you.
One of the best examples of this is the classic hot dog cart. If I was to set up a hotdog cart up outside my house I could stay there all day call out that I have the best hot dogs around and I would probably sell a few hotdogs.
However if I was to take my cart and set it up outside the local nightclub at midnight I’m sure that I would sell a lot more hot dogs.
Following on from this principle you should actively participate in industry related forum, answer questions on websites such as Quora.com and Reddit.Active participation brings many benefits such as:
Strategy two - Guest blogging or contributing to other industry related websites.
Writing for other industry related blogs or journals increases your perceived level of authority and helps you awareness for your brand. It also has the potential to bring increased referral traffic from people who read your article.
Strategy three - Local Area Citations And Reviews (For Local SEO)
Local area citation websites are websites such as Yelp, True local, Wheris and Start Local.
What sets these websites apart from others is that they have a high domain authority and unlike generic directory websites they provide a complete listing of all the business details including name, address, phone number (NAP), website details as well as the ability for users to write reviews and comments.
Some of the benefits of including local area citations in your off page SEO campaign are:
At Rapid SEO Expert we provide a done for you Local SEO Service where we submit your website to the major citation websites.
Strategy Three - Using Outreach To Build mutually Beneficial Relationships.
Now when I talk about manual outreach there are two ways that you can do it, the way the great majority of people do it, or the correct way.On an almost daily basis I receive outreach emails that are bordering on spam.
They are plain and impersonal and often consist of poor grammar as well as different fonts due to numerous cut and paste jobs. They usually read something along the lines of:“Hi I was surfing the net for your product and found your website. I think you write kindly and have good information. I too like your product and write a lot, I would like to post on your blog. Please hit reply and let me know.”
Now apart from the obvious grammar and sentence structure it is pretty obvious that this is so generic that person hasn’t even looked at my website, nor do they know what it is that I have written about.
This type of outreach email is likely to have an extremely low success rate. If you are going to reach out to influences in your industry take the time to study their website find out about them, then reach out to them with relevant information.
Quite often the most successful outreach occurs when you don’t even ask for anything first off. A good example is if you are looking at and influences website and you find a broken link or something out of place.
Send them an email introducing yourself and help them out. Quite often I will reply with a thank you and you can start a dialogue talking backwards and forwards where you can ease into asking if you could post on their site.
It is no different to sales, don’t just go straight for the jugular, build a relationship first and make it mutually beneficial for both of you and you will get far better results.
So that is all I have for part two of our basic guide to off page optimisation, your action points are to go out and start implementing these strategies as part of your off page optimisation and come back and leave a comment to let me know how you went.
If you are the sort of person who understands the importance of off page SEO, but you just don’t have the time or expertise to do it yourself then you our Full Service SEO may just be what you are looking for and you can find out how you can have our team do all of this for you by going to https://rapidseoexpert.com/packages