Off-Site SEO: What is it?
Off-page SEO is any SEO practice that occurs away from your site. That’s different from on-site SEO, which is anything that you do directly to your website.
Backlinks make up most of off-site SEO, and these can either be done by you or by a third party. And while a majority of off-site SEO is done by earning backlinks, there are several other ways and methods to earn attention from off of your page that you can do yourself.
Content marketing, brand building, public relations, guest posting, and even being a guest on a podcast can all do amazing things for your website.
But before we jump into getting recognized, we have to be sure we are worthy of that recognition.
5 Ways to Make Sure You Earn Good Off-Page SEO
1. Make an amazing product or service.
If you make a product or offer a service that is fantastic, it won’t be too hard finding off-page places to feature or place your content. If people are already talking about you, then it’ll be that much easier to be featured somewhere else.
At EverSpark, we know law firm SEO better than most. We’ve been featured as one of the best SEO companies in Atlanta by Expertise.com. Would it make sense for us to push off-page SEO for cleaning services? Nope.
Stick to what you know and make sure you’re producing the best possible product or service.
2. Make the customer experience exemplary.
We’ve all seen examples of bad customer experiences. Lost luggage, being dragged off flights, or even being accused of a crime while staff stand back. If your customer experience is amazing, people will talk about you.
And this includes account management as well. Everspark’s account managers are skilled and knowledgeable about all the ins and outs of each and every client they have. We make sure each client we have has the best customer experience possible.
3. Focus on the searcher’s intent.
What is the reason your target audience needs your product or service? Make sure you’re picking keywords that the users will actually be searching for. If your product has a name that people wouldn’t naturally search, consider changing your keywords to reflect the needs of your audience.
No one will be able to review or purchase your product if they cannot find your product. EverSpark uses a wide variety of keyword tools to compile research on exactly what users are searching for, the way they search for it, and make sure we solve those queries better than anyone else. Rand Fishkin of Moz.com agrees!
4. Know your audience.
Being an expert on the type of people who want your product or service is key in reaching them. After you design your money maker, you should develop user personas so that when dealing with potential clients, customer experience personnel already have a map to go by to close the deal.
What is a user persona? We’re glad you asked! A user persona is a summarized representation of your ideal client. Through research, surveys, and client histories, a persona is crafted that could represent a large portion of your clientele. Doing this helps you answer important questions like:
- Who is my ideal client?
- What are their current behavior patterns?
- What would make them search for my product?
- What problem is being solved?
- What are their goals?
If you are targeting women between the ages of 18-24 who own dogs and live with close friends, you’ll have a much clearer picture of how to communicate with and reach that type of client. Types of information to include on these personas can include age, race, location, likes and dislikes, family life, jobs, types of internet use, and whatever will help you hone in on who you’re actually talking to.
5. Don’t be afraid to engage!
We’ve proved in our previous blog that detailed how a law firm can benefit from negative reviews, that even bad reviews can be beneficial to your company and brand. Part of that is willingly engaging with your potential clients and previous ones. And this isn’t just about reviews. Engage with your audience through social media, events, and Google My Business. The more you engage, the more people will view you positively. There is nothing worse than being ignored.
Off-Page SEO: How does it work?
Off-page SEO is the result of Google looking at all the mentions and references to your website from reputable sources, and using that information to increase your domain rating, which lifts your position on SERPs. The higher you are on SERPs, the more people you are going to reach and the more money you will inevitably make from your product or service.
Now this can take some time for Google to recognize your authority through these sites, that is why you may consider asking Google to re-crawl certain pages or websites once a mention is established whether it’s a brand new page or an older, updated one.
I’ve made a great product, now how do I get off-site SEO for it?
There are several types of off-site SEO but it normally comes down to getting backlinks for your website creatively and legally. With more than 90% of searches coming from Google, it’s a good idea to check out their rules for link building. Google prefers link building to happen naturally and make sense. Buying backlinks is normally frowned upon, as is just posting the link to your website in the comment sections of blogs all over the internet.
But you don’t have to just be linked to in a blog. There are tons of ways you can earn off-site SEO for your website.
Off-Site SEO: 8 Methods of Discovery For Your Brand
Each of the following methods for building off-site SEO can boost your credibility, authority, and brand awareness on the internet. The more reputable sites that link back to and reference your website, the better your SERPs (search engine results pages) will be!
1. Content Marketing
“74% of marketers rely on visuals in their social media messaging.” Forbes
Each social media platform is known for its own type of specialized content. For example, Instagram is more known for picture sharing, Twitter for short pieces of comedy or thoughts, and YouTube (yes it’s a social media platform) for posting and sharing videos. So, how does one utilize this knowledge to produce off-page content that leads people back to your page?
By diversifying content you’ve already made. Say you write a blog article and it’s ding alright on it’s own. Then you could make a video about that blog article, linking back to the last page. Then post a tweet with a snippet of knowledge with another link. Repurposing content is a great way to earn more visibility with little effort.
2. Brand Building
In situations where you can be featured on a blog or website that doesn’t really line up with your product or service, use that opportunity to use the anchor text to link your brand instead of the service/product. The more websites link your website in general, the more authority you’ll gain. And with brand authority, you’ll gain domain authority(also called DR).
Building your brand is one of the most important parts of building your authority. If you want people to recognize your company for it’s reputation, take good opportunities to build your brand by branching out and using your network for backlinks and quality off-site SEO.
3. Public Relations
What could your company do to earn the recognition of local news stations of publications? Nearly all print publications either have gone completely digital or have a digital platform, so any mention of your brand, service, or product would earn you some great off-page SEO when they link your website from an article. Consider ways to benefit your community and be authentic about it. Donate, volunteer, and help your community in some way. Maybe even donating your services for low income families.
4. Google My Business
Claim your Google My Business account. Make sure you update the address and information on the profile as well. You can post short articles on Google My Business to keep your profile fresh and responsive. While there’s not a huge impact it will make, it’s good to show potential customers that you manage your GMB account and that you are responsive to any complaints or reviews.
5. Influencer Marketing
“49% of consumers depends on influencer recommendations.” Digital Marketing Institute
Using other people to talk about your business has been a tried and true method of marketing. Influencers are people that represent a niche or group of similar people. They are viewed as having authority over a certain domain or area and their opinion is respected and normally followed by their followers. By using a well known influencer that speaks to your buyer personas specifically, you can earn off-site SEO. \
6. Guest Posting
Similar to influencer marketing, finding a similar platform on a blog or website that you can guest post to is a great form of off-page SEO. Normally, you’ll need to write a piece of content that matters to the website you’re posting on. You can normally link back to your own website either within the blog itself or through the author bio connected to the piece, but either way, it is a great link to your own website. Make sure you guest post to sites that have better authority than yours too.
Being featured on a podcast is just another way of earning those quality backlinks. Now that you have an excellent product or service, you probably cannot stop talking about it. That’s perfectly fine! You just need to find someone willing to listen, interview, discuss, or help you promote whatever you are trying to market. Finding an established podcast in your niche can help reach a wider audience than you would of originally thought due to listener variety.
“Businesses that reply to their reviews at least 25% of the time average 35% more revenue.” Womply
We already covered how even bad reviews can benefit you, what about the others? Research shows that the more you respond to your reviews, the more revenue you are expected to make. So that means respond to every review! But not only that, you can get actual reviews from people who try your products or services. When they make a post or review vlog about your product, then you are getting some quality feedback and off-page SEO.
If you’re wondering how to optimize your off-site SEO game, why not consider outsourcing to the professionals at EverSpark? We have a top-notch outreach strategy team, creative content writing, and exemplary account management that will not only increase your off-site SEO, but on-page SEO, content marketing, strategy and more.