An SEO strategy depends on several elements. Size, internal links, keywords, scalability, complementary materials ... among many others.
But when are search engine rankings factors uncontrollable, that is, they are off the company website? Yeah. Techniques focused on optimization in out-of-range environments are called off page SEO.
If you want to know more about this topic and learn how to do it, you've come to the right place. In this post, you will learn what this strategy is and how to apply it on your own blog.
Off-page SEO encompasses all those resources, factors and activities to be taken into account that are made from outside your own web page and that help to position it.
Your final goal is to achieve optimal positioning of your website and therefore will try to get all possible links from other pages to your own. We will try that most of these links are of quality, but we must bear in mind that nothing is perfect in its entirety. Google applies this, and if you see that everything is exceptionally perfect, you may think that something strange happens and penalize your website.
Thanks to off page SEO, it is an ideal complement to improve your SEO strategy. You will gain authority, you will expand your brand, you will complete the work started by the SEO On Page, and therefore, your position in searches will be improved.
Although they coincide in their objective, which is none other than to improve the position of our page in the search results, the off page SEO and the on-page SEO are different in the way to achieve it.
The off page SEO is characterized because it is about taking actions outside our page, unlike the on-page SEO, which consists of the optimization of the internal elements of the web: structure, text improvement, use of keywords, etc.
How the off page SEO manages to improve our organic positioning is by increasing our score in Page Rank, which is one of the factors included in Google's formula or algorithm to determine the position that a website will eventually obtain after searching the sites.
Page Rank takes into account various factors, including the number of visits, the quality of the content and also the quantity and quality of links that point to our website. And it is precisely in this last point where the SEO techniques off page come into play.
There are several actions to get links to our page and, in this way, improve the Page Rank and the authority of our website:
Create a quality blog and update it with the best content. This is, without doubt, the first and most important action, since if we do not have content with added value and frequently updated, we will not attract traffic and, much less, generate interest in the webs to link us.
In this way, little by little we will be generating more links and higher quality, which will make the page rank of our page, thus achieving in our favour a significant factor for positioning.
We must bear in mind that, in addition to improving our position in the network, off page SEO helps us gain prestige in our sector, positioning us as experts in particular issues. And no doubt reinforcing our image will help us get more customers, sales or whatever our goal with our website.
The number of links that point to your site
There are 3 types of links in SEO:
Note that in the first 2 cases you can access the edit panel and make changes.
This practice is recommended, for example, when creating articles whose authority is to be passed on or when the cited page is removed from the air. Since the incoming links are not under the jurisdiction of the webmaster, that is, they cannot be modified according to the will of the owner. They need to be conquered.
There was a time when site administrators created multiple blogs and made mutual referrals between them. Today this practice - called the Private Blog Network (PBN or private network of blogs) - is by the search engines and considered blackhat. Here the recommendation is simple: Create quality articles, and other sites will point to yours. Most copywriters search for information through Google. So when you have a good ranking, the chances of your text being linked is excellent. The authority of pages and domains that point to your site. When a post inserts a link to an external page, it is passing authority to the linked text.
This is the main reason why the number of Inbound links is so significant to SEO. But not all sites have the same page or domain authority.
A blog that has several well-ranked texts, for example, will have more authority than a personal blog that has few hits. It's like that: Would you take algebra advice from several students or from a professor in math? Yeah. Links on pages of high relevance are much more valuable than several links on low-key pages.
In the early days of search engines, many administrators exchanged links. Also, getting a link on an external page was very easy: Just go to the comments session and post it there.
Today, these practices hurt Google's proper behaviour guidelines. In the 2nd case, inclusive, several platforms indicate the links as in the following, that is, they deny the passage of authority. A widespread practice is that of guest posts. But in this case, there is an exchange of texts between well-ranked pages.
That is, the site X administrator writes an article for site Y and vice versa. Thus, both may include links that they consider relevant to the blogs themselves in a kind of partnership. But remember that it is vital that the links make sense within the text, or the user will hardly click - which significantly diminishes their usability.
Although you oversee all the internal content of your landing pages, user behaviour is unmanageable. After all, you cannot determine how many visitors will access your blog or how long they will stay on your pages, right? Nevertheless, these are the 2 of the top ranking factors for Google and other search engines. Many hits generate authority, as well as an excellent time to stay with the content open. Obviously, despite everything, several elements can be analyzed to increase these metrics. Hence, SEO elements on the page are often considered to modify such numbers.
Again, we return to the issue of content quality. If your texts are written lightly, do not answer the user's questions and are not scannable, they will undoubtedly keep the user from the page quickly.
So the recommendation here is to invest in useful articles, reconciling images with good loading time, nice layout and perfect user experience. Some entrepreneurs even invest in paid media (such as Google AdWords and Facebook Ads) - which increases the traffic and hence the value of the page. Did you see it? Not everything is out of your reach, is not it?
You may not know it, but shares on social networks also generate inbound links. In its recent updates, Google began to consider these elements to verify page authority. It's simple: Pages with multiple shares on social media can get better rankings. In fact, some experts say +1 (the Google+ button) increases the authority of the shared link.
Here we enter another vital resource of digital marketing: social networks. Several techniques stimulate user interaction and engagement and should be used to elevate the search engine position.
In a simple parallel, links on social networks not only count as inbound links but also generate continuous traffic.
The first thing is to understand the off page as what it is. It is not just about creating abundant external links but about promoting the brand on the web. Therefore, efforts are concentrated in Link Building, presence in Social Media and social bookmarking.
The off age is beneficial for companies because they inform search engines about the perception that others have of your website or brand. The inference that robots make is that if many sites talk about you and point to your website and your popularity is excellent, then you are reliable, and of quality, so it improves your ranking in the SERP's and the Page Rank of your website.
Your off-page SEO actions should be prudent not to fall into spam or associate your brand with sites of dubious reputation.
All the documents you share are couriers of your brand. Create them so that everyone breathes the same visual identity, colours, and recognizable designs and communicates the values of the business.
For these documents to direct the public to your website, you must always place links to the home or internal pages of the corporate site. On the other hand, you must squeeze every content to the maximum: a post can be converted into a power point presentation, a great infographic, audio that you then upload to Blaving ... That is to take out the juice and exhaust the full potential of your marketing efforts of contents.
SEO off-the-page is a slow task whose fruits are seen in the medium to long term. Google has increased its sensitivity to Black Hat SEO techniques, so it is better to go the right way, in which you go slowly and get the most rewards from your efforts.
Now you already know what off page SEO is and you're able to use these techniques to optimize the results of your pages.