Off Page SEO is defined as the actions that we carry out outside of our website to improve SEO or web positioning. SEO is very important because it adds credibility to our website, improves brand awareness and allows users to browse quality websites, finding what they are looking for. The basis of the strategies for this type of search engine optimization are the links, one of the main providers of direct traffic to our website. This is what this is all about, and exactly why you need and Off Page SEO Checklist.
Before launching ourselves to look for places to leave links, we have to start with ourselves, offer a good image for the public: clear and clean design, good SEO optimization, usability and user experience, accessibility, reliability, speed, good content, the reputation of the domain, etc.
Off Page SEO is the SEO that takes place outside your page. It is, in essence, what tells the search engines what others think of your website. As you can imagine, having a good SEO Off Page strategy is very important for your organic positioning. It is a clear indicator of the relevance of your page to other users.
Although it may sound a little unfair, for the search engines it is very important what others think of you. Keep in mind that, after all, they are nothing more than robots formed by thousands of algorithms (incomprehensible to most of us) that can not comment on whether a page is good or not the same as a human would.
If Google (or any other search engine) sees that your page is being linked by other sites that it considers relevant, it will think " Mm, maybe it's because it has good content, let's give it points " Of course, this is not so easy and does not work exactly like that (hopefully).
Imagine that you are going to start a link building strategy and you have to search for websites or forums, directories to leave links. Would you leave it anywhere? Or would you look at the aspect of the website, the design, the usability, and structure? If you find two similar pages; you would always tend to link to the one that gave a more professional image. Therefore, a good design and good user experience help when getting links.
Lets start at the beginning. It's no use having an SEO Off Page strategy, without a good landing page and On Page SEO. As we always say, if you do not have good content, nobody is going to want to share your page. And that's precisely what this SEO Off Page is about; that third parties share your content, mention you, link you and, in essence, act as "preachers" of your brand. If Google sees that other people share your page, it will think that you have a good website that deserves to appear in the first results.
Obviously, this is not exactly like that. There are many factors that influence the SEO Off Page and different techniques that can be carried out. Our advice, however, is always the same: curate yourself first good page with original SEO content, quality and good SEO and then go to external positioning.
SEO Off Page works mainly the creation of links that point to your web page, this technique is called Link building.
There are numerous strategies for link building that you can follow to get links naturally and improve the positioning of your website. On the internet, we can find many tips on how to generate links, but we should avoid spamming. It is essential that the links are created spontaneously and naturally. There are also two main types of backlinks to acquire: Dofollow or Nofollow.
Internal Link Building
Before starting with an external linking strategy, it is convenient to pay attention to internal link building or the internal links of our website. An internal link is a link created between two pages within the same domain.
The internal links help us to create the structure of the page and distribute the link juice (authority of page that you transmit in your links). Thanks to them we can navigate from the main page to the sections, subsections and other contents; thus affecting web browsing and usability.
Optimizing internal links is as important as external, so pay attention to these links, take care of the anchor text you use and try to find a balance between keywords to position and other more generic.
External Link Building
This is the strategy that will have more weight for the Off-Page positioning of your page. Actually, depending on how fussy we are, we could include all the techniques that we told earlier in this one and say that SEO Off Page is basically link building. We like to differentiate a bit and not put everything under the same umbrella but to taste the colors.
As we said at the beginning, SEO Off Page is all that SEO that is done outside your page. And, what better than "benefit" from the SEO of other pages? That said, it sounds fatal. The final idea of the link building is that third-party sites link to us. If it is natural (a blogger sees our website, loves it and shares it on his blog), better than better. If not, we have to look for the links in an active way and ask for them without fear.
Of course, without fear, it is too much to say. You have to ask for links carefully, in a very personalized way and only when it makes sense. For this, there are different strategies, such as Broken Link Building which consists in detecting broken links in other pages and propose to change the broken link for one of ours that has a better content than the previous one.
It is always good, to help the link building, to accompany it with a strategy of internal links. So we distribute the "flow of SEO" that goes to our page. Choose the pages with the highest rankings of your website, more links, etc. and take the opportunity to put internal links to other pages (which make sense, of course). So the "flow of SEO" that you get to the page linked by others, will be distributed a little between all your pages.
Create Content of Interest
There is no better way to "leave a trace" on the internet than by creating content that is disseminated on its own. The strategy of generating natural links is reduced to the content. It is essential to create original and interesting content to earn links to our website. Your content must be free of plagiarism and grammatical errors in addition to having a sufficient length.
Creating a business blog is a good option to improve the positioning of our website since it allows us to generate updated content on an ongoing basis (Google loves fresh and updated sites). In addition, if we strive to create a strategy of interesting content, these are likely to generate dissemination and get, little by little, an adequate volume of links.
A highly recommended practice is the so-called link baiting or bait links. It consists of generating very attractive content and information for readers and distributing it free on the internet. If it is interesting enough, it will spread through all kinds of platforms without much effort. You are basically generating such attractive and interesting information, which will be disseminated on its own by all types of platforms without much effort. This way, we can attract a large number of links without ever asking for them.
But what content is of interest to users? Press releases work very well if they are relevant to the media, infographics and videos, tutorials and guides, conferences or events, reports, statistics, etc.
You can not even consider an Off-Page strategy as such, but it is the basic pillar and the one that you have to take care of the most. You will see how in the end everything else is based on having a good content. If you do not have it, it's hard for any SEO strategy to work and content is what's going to help you rank.
The more you share, the more relevance your content will have. In addition, it is a good way to let you know and thus increase your chances of getting natural links. Remember that in the end, they are the most valuable for Google.
That's why it's good to share what you do on the social networks. But beware, not in all the networks of the world nor at all hours without rhyme or reason. You have to prepare a social media strategy taking into account which networks fit more with your business, where is your target audience, etc. This way you will reach people interested in what you have to say more inclined to share.
Facilitate the user with the possibility of sharing the URL of your website on social networks. Include the social buttons on your website in the header, in a visible place.
It is nothing new. Select blogs related to your sector and leave relevant and meaningful comments including a link to your page. Or, better yet, publish in blogs (again, related and meaningful) that allow collaborations from third parties. This is a technique that is getting more and more detractors.
If done well and avoiding all spam, it can be very effective. If there is a blog in your sector with a good positioning and authority that allows you to collaborate with content (as always: original, that provides value, interesting for readers, etc., etc.), it can be very positive for your page that you publish on.
Registering in directories is an old SEO off page technique, which is still very useful today. The most important thing is to find directories of quality, with a good reputation, that have been minimally exploited and that could have a potential impact on your positioning.
Link building in directories should be done with caution, manually and progressively in the medium-long term. It is not advisable to do it through automated programs since the search engines could consider it as an "unnatural" increase in the popularity of the web and penalize it.
Search for Directories that are related to the theme of your website.
If you use the same directory, do not always send the same page. Alternate the directions and the text of the link (Anchor Text)
Remember that the quality of the directory is better than the number of links you leave and a bad link can damage our SEO positioning.
Help others and participate in sites of your theme
Participate in forums and blogs related to the theme of your website. Helping others is a way to earn a reputation while getting inbound links. To achieve naturalness, try to get links from pages related to your sector.
Analyze Your Competition
Studying your competition and analyzing who links them and who they link to, will give us valuable information for our link building strategy.
We can meet other websites related to our sector and link them. By correlation, Google will understand that if we link to pages related to the sector, our web property also deals with the same sector. In addition, it is a good idea to get links from sites that link to your competition, because by the co-citation principle, Google establishes a relationship between two sites linked from the same source.
Now, do not limit yourself to follow the strategy of your competitors; the best thing is to innovate and overcome them.
In the end, the best thing for a good SEO strategy is to combine both on and off page SEO. It is useless to have many quality links to our page if it does not offer good content or is poorly organized. Think that if Google detects links to your page and see's that they are not favorable, losing all of your hard work. And, as we always say, trust your Off Page SEO strategy to professionals. A bad link building campaign could not spell a good outcome for your site.