Off-site SEO (also known as off-page SEO) refers to tactics that are employed to enhancea brand’s visibility on the search engine ranking pages (SERPs) through the strategic use of content, links, and relationships. It is aimed at creating a flawless experience for search engine crawl bots and prospects. Usually, this leads to an increase in search rankings, brand mentions in the positive light, conversions, and traffic to websites. If you are planning on having a search engine optimized website, off-site SEO is something you cannot ignore.
What is Off-site SEO?
Before truly delving into what is off-site SEO, it is important for you to understand some things. When people search for your brand, they have by then already formed an opinion of your brand based on reviews, feedback from family, friends, and acquaintances. This form of opinion can be easily collected from several sources on the internet or even off it. Therefore, it would be foolish on your part to not pay attention to off-site SEO, given how important it could be in drawing more customers for your brand. There’s a common mistake though that people make when it comes to off-site SEO. They see it only as a link building aspect of SEO. While it’s true and important, that’s not the end of off-site SEO.
Links are certainly desired while building your brand’s off-site SEO, but that is most definitely not the only goal. The true goal of off-site SEO is to collect positive signals and indicators for your brand. Benefits of off-site SEO include positive reviews, brand mentions, links, etc. So, while making links a priority while setting up an off-site SEO, it’s vital that you view them in context and give importance to a host of other factors that lead to off-site SEO providing a boost for your brand.
These Factors include guest posting on relevant, popular blogs; pouring excellent quality into your product or service; earning positive press; building relationships with influencers; monitoring mentions of your brand; and attracting positive reviews and responding to the negative ones.
While focusing on off-site SEO, there are eight vital areas you must focus on. These areas essentially fall under three umbrellas, viz. brand, content, and audience.
Under the brand umbrella there are three key areas:
To create a better product or service:
When your product is recognized as the best in its category, it makes SEO much easier for you. That’s because of the great reviews that you are receiving both online and offline. As people say great things about your brand and product, it leads to visits to your website and an increased sale of the product. To create a better product, add features to it that would benefit customers the most. Also, come up with new products that are based on essential benefits that can be provided to a prospective client.
It’s not hard to imagine how dismal customer service can harm your brand’s reputation. In terms of customer service, focus on one singular goal. Interact more with your customers and keep them as positive as you can.
Focus on web searchers’ intent:
People typically use products that they can find easily. Many a time, a good product might fail to live up to its full potential as it does not match the need of your prospective audience. Focus on keywords, descriptions, and titles used by your prospective customers in the content that is shared by your brand. It all starts with putting the needs of your customers first.
Next comes the umbrella of content.
When it comes to content, dare to experiment with it. When it comes to off-site SEO, see beyond the text that you use in the content. Add images and videos with your content to draw more attention. They are a huge boon for your brand’s off-site SEO. Post how-to videos to garner more interest from your audience. Share interesting videos and images to keep them engaged with your brand.
The last umbrella is that of the audience which can be divided into four key areas.
A responsive social media presence:
In today’s world, if you don’t have a social media presence it might kill your presence. Having a presence alone might not be enough, you need to have responsive social media handles. Customers come to the social media pages look to clear their queries, and your presence there might generate more business.
Connecting with social media influencers:
Social media has the power to be a powerful asset for any brand that uses it wisely. In the world of off-site SEO, advantage can be achieved by connecting with social media influencers. They are generally people with uncountable followers. When they talk about your brand, it directly generates interest for your brand.
Frequent forums and discussion boards:
If you want your target audience to notice you, start frequenting popular blogs and forums in your business domain. No form of publicity is bad publicity, and in off-site SEO such forums and discussion boards can end up doing wonders for your brand. An intelligent comment from you can pivot the attention of your prospective customers or an influencer towards you and your brand. Such platforms can bless you with critical relationships that can pave the path for your brand’s future.
Move beyond blogging for links:
While creating links to your website is a key component of off-site SEO, it’s most definitely not the end of it. Instead of blogging just for links, use this tactic to build rapport with top influencers and brands online. If done correctly, links automatically follow.
By now it must be very clear to you what off-site SEO is. It’s a way of moving beyond the technicalities and frameworks of SEO. It involves a more human approach where you connect with your audience to increase the credibility of your brand. And in the end, it all leads to good business.
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