You’ve created an appealing website that is user-friendly and created a great website with great content.
Do you think it will suffice to be ranked first on the search results? Sure! But if you want your site to be competitive, then you need to get to the next phase of SEO –Off page SEO.
What is Off page SEO?
Off page SEO is the term used to describe SEO activities that occur in the absence of your website. The majority of these tasks is building a profile of backlinks but it’s more than it is. Off page SEO also involves managing your website’s reputation via listings, content marketing reviews, forums, and social media.
Why is Off page SEO so important?
When determining how to rank your site, Google looks at its quality of content, its usability, and its reputation. These three factors are usually thought of as the most crucial, but it’s more than a bundle deal SEO isn’t completed until you’ve optimized your site for all three. A site that has a poor reputation or has no reputation even has a chance of losing to one with a great reputation regardless of the quality of the content is or how speedy the site is.
If you’re feeling that you could benefit from an interruption from the technical optimization process and creating content There are a few ideas you could do to enhance the reputation of your site:
1. Link building
Linking your site to other websites is among the most misused SEO strategies that have ever been in existence. From private blogs to guest posts and spam comments manipulating links has become so bad that a variety of links aren’t thought of by Google as ranking factors. Yet, if done right, backlinks can still be extremely effective.
How do you build links in the correct method?
The effectiveness of your link-building campaigns was previously measured by the total number of backlinks. In the present, that isn’t the case anymore. What we’re looking at in the present is the quality of newly created backlinks. It is measured with the following attributes:
Links are provided by other websites
Links from websites that are part of your field are thought to be more valuable than those from other websites. For instance, if you run a bike shop, you must seek the links of bike review websites or cycling communities as well as bicycle manufacturers. However, If you find a link through a lifestyle blogger writing about something different each day, that link will not have the same importance.
Links come from highly reputable websites
Websites that connect to you must have a strong link profile i.e. adhere to the top methods that are listed in this article. High-quality websites will pass on higher amounts of link juice and sites with lower authority could harm your ranking. This is why it is important to be aware of any changes in your backlink profile and eliminate any links coming from poor-quality sources.
Links originate from a myriad of domains
Linking to the same site is governed by rules of diminishing return which means that each link you get is smaller and therefore less valuable. This is why you should aim to build a diverse profile of backlinks. It’s better to get fewer links from multiple websites than having a large number of links that all originate from the same site.
Links are included in the main content
The context for where your links are located is equally important. Links that are placed in the main content and surrounded by pertinent text are more valuable than those placed in sidebars or footers or as tables with no content to provide the context they need. For example, some websites have pages dedicated to partners/suppliers/affiliates, where there is just a list of links with company names as anchors — pages like these are not very valuable for link placement.
Links are ‘dofollow’
The “nofollow” tag is usually added automatically to links that are included in content created by users like postings on social networks, Reddit threads, Quora answers, Medium articles, and comments sections. It is generally an attempt to protect users and informs Google that owners of websites are not a fan of the hyperlink and do not wish to affect their reputation. Links that are marked as “nofollow” do not transfer all link-related juice onto the destination website and don’t affect search engine rankings.
Links are clicked
Google has a patent that states it can ignore backlinks that aren’t being actually used by users. In essence, if you’ve got many backlinks but they don’t generate any kind of traffic, Google may suspect that these links were made artificially. It’s not been established whether Google actually employs this patent, however, it’s a good method of evaluating the quality of backlinks. In this regard, I’d recommend focusing on sites that might be of interest to actual users.
How do you find potential backlinks?
The most efficient method of finding new websites to place backlinks is to take those from your competition. If you were able to discover the backlinks of your rivals, you’ll be able to identify websites that they’ve vetted and then successfully convinced to have backlinks. This is the majority of the work. The only thing you need to do is reach out to the websites mentioned above and find out whether they’re willing to accept your backlinks, too. This can be done in just a few clicks
- Launch SEO SpyGlass and get to Domain Comparison > Link Intersection.
- Include up to ten of your competitors, then Click “OK. Let the program take the data.
- In the following table, you can In the table that appears, select the domains you want to target and apply filters to adjust the In Link rank at 50+, and to set the quantity of links with a ‘dofollow’ label to at minimum one. This will provide you with an overview of high-quality websites which have created dofollow links to your rivals.
- Explore the list and determine which websites may be interested in working with you, too. Particularly, you should look at websites that are linked to multiple competitors this means that they don’t have an exclusive relationship and are likely to be open to collaborations with other companies.
In the above example, I’ve employed SEO SpyGlass to discover backlink opportunities for Moosejaw – the online store for outdoor equipment. I’ve included two of the top competitors and compiled an extensive list of more than 11,000 linking domains. After I’ve put in all of the filters that are required to the list, I was left to just over 800 domains, a lot of which appeared to be promising prospects for backlinks.
2. Become an entity
Google defines an entity as one that is distinctive, singular identifiable, well-defined, and distinct. It could be a person an item, a brand an object, a location, or concept any thing that’s significant. If Google discovers a new person or entity, it will add this person to the knowledge panel that now contains more than 500 billion information about five billion entities and expanding rapidly.
Entities are significant by two means. One, Google is able to reliably determine the identity of entities using names or by context. Two, Google recognizes the relation between various entities. Thus, for instance, when you are mentioned online by someone else, Google can find this mention and incorporate it into the brand’s image. In essence, entities are now backlinks.
How can entities be used to enhance Off page SEO
Entities’ definitions can be quite ambiguous Let’s discuss some of the ways to use the theory of entities in real-world situations.
Make sure you have a strong brand
Create a distinct brand name, and then try to establish yourself as an entity in view of Google. Get a GMB listing, set up profiles for your business on social networks Get citations from major directories of your industry, and make sure you use uniform branding on your marketing documents.
As you gain more popularity, Google might recognize your brand as an independent entity, and your brand’s reputation will begin to benefit from mentions that are not linked and linked ones. Because the majority of mentions aren’t linked and therefore, they will give an increase in your ranking.
TIP! Use this tool to determine if your brand has been recognized as an entity as of yet.
Turn your authors into experts
In the Quality Rater Guidelines that author knowledge is an important indicator of quality content. Authors who are acknowledged as specialists in their field and who have their work featured on a range of websites may be a positive influence on the ranking for their work.
To achieve this, an attempt at convincing Google that the people who create content on your site are aware of the rules of the game. Check to see that your writers have a full profile on social media and on specific platforms for the industry. Instruct them to send their work on other websites related to theirs and to be active participants in specific communities.
Tips! You can actually assist Google to establish a connection with your author and work through the same As tag. This tag is part of Schema markup and lets you link the names of your authors to other professional websites.
3. Create GMB profiles. GMB profile
Google My Business (GMB) is an equivalent of a website that is not your site. It’s a Google-owned business directory that lets you make extremely advanced listings with contact information including business hours, photos as well as services, products, reviews announcements, and hundreds of other information types. When you have filled the listing out, it will give you an enormous increase in local searches that makes it an essential component in your SEO off-page strategy.
Here is a picture of the typical local search, and you’ll see how the search results dominate a number comprised of GMB listings. It would be impossible for anyone to beat the GMB listings if they did not have the GMB profile.
How do you create a GMB profile?
The first step is to make sure you claim your listing by visiting GMB. First, claim your listing by visiting the GMB webpage and providing your company’s name, address, business name, and at least one method of contact. Then, you’ll be required to confirm your business, and voila your listing has been declared. After you have access to GMB’s dashboard GMB Dashboard, Google will offer you numerous other ways to improve your profile.
Remember that different industries can make use of various kinds of GMB enhancements. Restaurants, for instance, can utilize GMB listing to provide tables reservations and online ordering and event organizers may sell tickets, and other kinds of businesses may be able to sell their products like gift cards or even collect donations. Be sure to investigate every option available and maximize your listing to its maximum.
4. Review management
The performance for your GMB listing on a local search will greatly depend on the volume of reviews that you receive from your users, as well as your score on average.
The above image shows the results of my search for a bar in London. The top results are backed by thousands of reviews, and an average score, however as I get further lower down the list both the numbers are slowly dropping.
How do I find more GMB reviews?
Don’t wait for your clients to leave reviews on their own you’ll lose precious time and also miss the opportunity to gain GMB leads. If you notice an unhappy customer, you can invite them to visit the GMB listing and write reviews. You can do this in person during the business, however, you can also mail them a follow-up message or ask them to visit your website following the transaction has been successful, or simply request your followers via social media.
How can you improve your GMB score?
Review your reviews and attempt to remove negative reviews as soon as you can. If you are quick to respond to a negative review, more likely you are of resolving issues and allowing the customer to modify their review. It is important to be sincere, keep your eyes on the client and attempt to make improvements to the overall experience for them.
5. Be social
It’s been proven time and time again that Google doesn’t use social signals (subscribers comments, likes, or subscribers) for ranking purposes. In addition, the backlinks that are placed on social media sites are marked as ‘nofollow’ , and are not able to pass an ounce of link juice. Yet, there’s still a way to utilize social networks to improve search engine optimization.
It’s true that most social media platforms are search engines, but with more of a scope. For instance, if I’m looking for information about a brand or product or brand I will often visit its Instagram profile to see photos that have been tagged by real users I’d look for an online review on YouTube and look for genuine opinions on Reddit or perhaps go through some feedback from customers on Facebook.
This is why your company’s social accounts should be designed as you would optimize your website. Be user-friendly, include current details and contact information, and should be linked to a physical location in the event that it is relevant. Social profiles are just another method for users to locate your website therefore it is important to present it as attractive.
As I mentioned in the beginning, Off page SEO is primarily focused on building links, however, some other methods are worthy of consideration. GMB is essential for any local business, however, I’m personally interested to find out what’s going to become the role for entities within the next phase of the search. Have you considered giving consideration to entities in your search engine optimization? What do you think is the most effective method of using them?