Are you confused with all the jargon you hear about search engine optimisation? Ever wonder – what is off-page SEO? Do you need a framework to understand what it’s all about? It’s true that improving the ranking of your website can be complicated, but the fact is that SEO works. That’s why it’s worth learning how to make it work for your business. The websites that consistently appear on Page 1 of Google all share a number of characteristics that create an experience for their readers, provide authority information in the niche, and contain powerful features that connect them to other important websites. Analysing the features and duplicating these proven strategies will get you that page 1 ranking for the key words and phrases that people search for when they are looking for a product or service like yours.

What’s the Difference Between On-Page and Off-Page SEO?

On-page SEO

What you do to your web page that helps it rank, such as, how well it is written and optimised for keywords that are relevant to your business niche. It’s also about user-experience, including clarity, navigation, images, video, and other factors that give visitors answers to their questions and influence their buying decisions.

Technical SEO

What you do to improve how well the search engine spiders can “crawl” the website and index any visible content in their databases. It includes page loading speed, schema markup of site data, and other technical factors.

Off-page SEO

is mainly focused on building inbound links from other sites; and in fact, links are what the term “worldwide web” comes from, because it’s a web-like system of links. Natural links from other high-authority websites help determine your site’s credibility in the search engine algorithms.

How Do Off-page Links Help Rank My Website?

Even though search algorithms are continually being updated and fine-tuned, they are mainly improving in the area of “proving” that a website is relevant to the topic or niche, that it can be trusted, and that it has authority. Studies show that these off-page links make up a ranking weight factor, so should definitely not be ignored.

Obtaining and building these links to a website from other places on the Internet is called “backlinking,” and can form a large part of off-page SEO. Quality backlinks attest to the quality of the site they point to, which is why a website with a diversified backlink “profile” ranks higher in the search engine results than a similar site with fewer or low-quality links.

However, it’s not only a matter of how many links your site has, but it’s increasingly important that your entire “backlink profile” is natural and strong, including the types of backlinks, the credibility of those backlinks, the variety of “anchor text,” and their quality.

No matter how the links are obtained, the ones that help rank your website provide the best “equity” from the referring sites. Websites that recommend you will pass on stronger signals if they are popular, trusted, highly relevant to your website’s content, contain up-to-date information, use relevant keywords and phrases in the link, and that have strong links themselves that give them “domain authority.”

Other Off-Page SEO

Other types of off-page SEO include how actively you are pursuing social media marketing by engaging regularly in forums, getting links from paid advertisements, engaging in video marketing on sites such as YouTube that send traffic to your website, how much you write and syndicate blog articles or contribute high quality content as a guest blogger, how much “buzz” you create around your brand or company name in local or national venues, and if you engage in influencer marketing.

The Human Factor in Off-Page SEO

Keep in mind that links are often reliant on human behaviour. People who love your brand, your product, your service, and the content your produce will share it and reference it naturally. These “organic” link reviews and recommendations on sites such as Yelp and Facebook are some of the most valuable “votes” you can have, and equate to word-of-mouth referrals that bring in new customers.

Our Essex SEO company is in the forefront of both Essex search engine optimisation and for national brands. We are focused on getting results for our clients and delivering brand recognition and a massive return on investment of our clients’ marketing budgets. Connect with us today or give us a call on 0800 599 9665.