What is Off-Page SEO?
Off-page SEO is all about building online authority – trust and reputation –
for your website. Off-page SEO has long been defined by the quantity, quality, and relevance of links to your website that establish your SEO authority and ultimately influence your search results ranking. Authority historically was established as other websites linked to you; building your link portfolio.
The problem, however, was that authority was almost entirely defined by just links. Essentially, off-page SEO used to be a fancy word for “getting more links,” but now it should focus on earning links through multiple channels instead.
Understandably, it will require a paradigm shift to stop thinking about offpage
as just link “building” and instead as link “earning.”
Your site’s authority is only partly based on analysis of the sites that link to
you. Off-page SEO is more than just link building (link building itself will be
discussed more in the next chapter). The way you diversify authority for your
website is through the conversations people are having about your brand
and the references they make to it. A diversified link portfolio should look
something like what I detail throughout this chapter.
Link building is essentially the practice of building inbound links to help give
your website authority. The modern efforts of “earning” links are discussed
more in the next chapter.
Yes, optimizing for off-page SEO is still about content marketing. After all,
without content it’s hard to earn those links. The best way to earn relevant
links from other sites to yours is to create unique, relevant content that
can quickly gain popularity online, particularly with your target audience.
The more useful, relevant and compelling your content is, the greater the
chances someone else will find that content valuable and link to it.
Your content must align with your target audience – that persona that
surmises your ideal customer. Content must also be authentic and unique,
and ultimately solve a problem or answer a question. That content then
also should be easily sharable which combined with solid on-page SEO best
practices makes for awesome “link bait.”
Link Bait: Any content that is created for the purpose of attracting multiple readers & prompting those readers to reshare or link to that content.
Co-marketing defines the efforts of lots of cross promoting, networking and
community building. It’s a partnership between two or more companies
in which both companies jointly market each other’s content, products or
The great thing about co-marketing is, like the idea with guest posting, that
you have access to another company’s social networks, prospects, leads
and/or customers, which ultimately increases your reach. And what better
than to have one or more companies brag about the content that you are
creating, especially since it benefits them too? It’s brilliant.
Social media hasn’t always been on the radar as part of off-page SEO. When
it first came to surface it was often being used inappropriately (still is by
some today). Users or businesses thought to basically spam social networks
and followers instead of putting real thought and work behind it. To them
social media was just one more way to get links. Social media in some way
is the new forums or blog commenting with an opportunity to have real
Read more about how social media impacts SEO in the chapter by
When you think of PR you may think of it as just an announcement that
blasts multiple new sources. However, well planned and optimized PR can
be awesome for your SEO efforts. PR should promote genuine and ethical
dialogue driven content to improve a brand’s organic search engine results.
Effective PR outreach should include more than the traditional publication
channels. Your strategy should include outreach to bloggers, industry
influencers, and social media leaders.